Table Of Contents

 Executive Summary«««««««««««««.1

 SWOT«««««««««««««««««««.4

 Creative Brief««««««««««««««««17

 Media Objectives/Strategies«««««««««..22

 Appendix««««««««««««««««««35
The goal of this campaign is to increase sales of the Harley Davidson
Sportster among the target audience of women ages 35-44 that are
married, with some college education, and self described as Gen X
females seeking to escape boredom. The HD Sportster·s weight and
balance is ideal for the average woman·s frame. The plan is to increase
sales amongst this target audience by 3,000 units within one year.
Annual production of the HD Sportster is 19,400 units/year. Within
one year of the campaign, increasing the total sales of HD Sportster
units to 22,400 is the marketing task.

We will build the HD franchise by marketing the Sportster directly to

women. By grasping and understanding the Harley culture through
researching quantitative, as well as lifestyle data, this media plan will
use inclusion marketing to market the Harley Davidson brand directly
to the target audience.

For the Harley Davidson culture, women are a vital part of the HD
brand awareness strategy.

2
 DMA for the media plan is:
 New York, NY
 Los Angeles, CA
 Chicago, IL
 Philadelphia, PA
 San Francisco, CA

 Television ² the ad will present the image of the Harley culture and
what the consumer will be included in with the purchase of the
Sportster.

 Outdoor ² billboards in top 5 DMA·s on major highways and high

Harley traffic such as interstates and county roads.

 Non traditional media

 Sponsor MADD ride off which will also reinforce the brand amongst
the Sportster·s target audience
 Sponsor a bowl-off in each of the top 5 DMA·s

3
 i


   



 


 


 

 v
 - Harley-Davidson Sportster. Currently, the Sportster is offered in 7 models for

2009.
 DD3 Low ² XL DD3L
 DD3 Custom ² XL DD3C
 Iron DD3 ² XL DD3 N
 1200 Nightster ² XL 1200N
 1200 Low ² XL 1200L
 1200 Custom ² XL 1200C
 XR 1200

 v Harley-Davidson has cultivated close relationships with dealers and provided a
full line of products, such as clothing, to expand the profitability of the Harley brand.
Dealerships have become a gathering place for the dedicated Harley members where
jam sessions, cookouts, swap meets and other events are most popular.

 v
 Any of these models range from $6,000-11,000. Pricing is an important tactic of
the Harley strategy, as the company has been unable to produce enough bikes to
satisfy demand. But Harley has not increased the price. Rather, HD seeks a reasonable
price to keep the customers coming back and seeking to promote the vision of the true
Harley-Davidson brand.

 v



 Harley-Davidson has implemented several strategies to promote its
motorcycle brand. The products were sold to retail customers mainly through dealer
promotions and customer events. Along with the advertising tactics through national
television, print, radio, direct mailings and the internet.
 i  !"




  #$$%&

 Company Type Public (NYSE: HOG)

 Fiscal Year-End December 200D Sales (mil.) $5,971.3

 1-Year Sales Growth (2.D )

 200D Net Income (mil.) $654.7

 1-Year Net Income Growth (29.9 )

 200D Employees 10,100

 1-Year Employee Growth 3.3


  
' "

 

 Primary ² Women 35-44 (9,D72,D00)

 Secondary ² Women 25-34 (D,759,200)


" 
 !  (

! 

 Harley-Davidson has used integration as the key to its success. HD has chosen
partners and has established relationships with key retailers that are obligated to
sell Harley-Davidson products; allowing to promote, advertise, and market any
products they wish to increase revenue upon.
6
 
! 

 Harley-Davidson has peaked its age at over a century. Being at a mature stage in its
market and life cycle, Harley-Davidson still competes with ease against competitors
still today.

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! 

 HD experienced a drop in revenue in 2007 from $61,430,000 to an estimated value

of $59,971,300 Increasing their brand awareness, sponsoring more events to help
brand recognition, spending increase for advertising and check all marketing
processes will help a stabilizing increase financially for Harley-Davidson.

!

 


 
 
 

 

 Harley-Davidson has become the American motorcycle. A brand that will always
be recognizable. Over the years, the popularity, not only in the U.S., but in Europe
has increase dramatically. The international growth is a sign of the incredible
strength of the Harley-Davidson brand abroad and the ability of the brand to
transcend cultures and languages.

i

 

 ! !



 

 Customer relationships, market -defining products and extraordinary customer

experiences is the key to there success. Continuing to focus on strengths, connecting
with core customers, crossover prospects and non-riders like never before, and
staying ten steps ahead of competitors. From promotional events like the upcoming
105th Anniversary Celebration or an exclusive Nightster motorcycle launch party
for young adults to our Dark Custom family of motorcycles.
 "(   

 



 "

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 Honda Suzuki

 Yamaha Kawasaki




 "

  


 Harley-Davidson is the only domestic supplier with a substantial share of the

market. Retailers are split between shops that carry ´Big 4 Bikesµ and Harley-
Davidson dealerships.

 Honda is currently the market leader, and the world's largest supplier of
motorcycles. Yamaha is the third-largest supplier in the U.S., after Honda and
Harley, and the only supplier for whom motorcycles present the majority of
company revenue.

"
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 Multimedia Internet Advertising

 Consumer Magazines Network T.V.

 Exhibits/Trade Shows Point of Purchase

 Spot T.V. D
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 Price has become a major competitive factor for consumers in the

motorcycle market and because Harley-Davidson is competing against
competitors globally, the company may have a competitive
disadvantage.

 Harley-Davidson·s financial operations face remarkable competition

from various banks, insurance companies and other financial
institutions, some of these institutions include more financial products
than what Harley-Davidson currently offers.

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 Harley-Davidson, in a sense, can be thought of as the ´American

Dream.µ With sleek designs, reasonable costs and more variety of
Harley products separates them from competition.




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 Having stiff competition, Harley-Davidson still oversees and holds 60

percent of the U.S. market and uses the brand loyalty for a remarkable
landslide over competition.
9
 Creative History of Brand
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 Consumer relationships, successful marketing and inspiring customer experiences are the key successes of Harley-
Davidson.


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 ´Until you've been on a Harley-Davidson, you haven't been on a motorcycleµ. This slogan, along with many others,
has directed Harley-Davidson to the top by having its customers· simply enjoying a good motorcycle.

"


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  ! 



 Catalogs & Directories Network T.V.

 Co-op Adv. Spot T.V.

 Consumer Magazines Special Events Marketing *

 Direct Mkt. to Consumers Premiums & Novelties

 Exhibits/Trade Shows Point of Purchase

 Internet Advertising Outdoor (Posters, Transit)

 Atlantic Beach Bike Festival Press Releases

* It draws in bikers from around the U.S. to participate in the largest beach festival. Harley-Davidson, for the first time,
sponsored this event to capitalize on consumers and the trend-setting celebrities in attendance.

10
  (
! 


  " (

 Selecting a Sportster or any type of motorcycle model would be a high
involvement, step-by-step process. Other products, such as HD
apparel, would be a very low involvement decision.
 !

!  

i  !- 

  

 ´Harley-Davidson is a person in disguise. Harley-Davidson appeals to

you as an individual, appeals to your need for escape and adventure.
The whole spirit is the ability to take that individuality to
customization.µ A quote used by Ruth Crowley, a Harley-Davidson
follower, from an article by Joyceann Cooney regarding Harley·s
dedication to its consumers. Offering these consumers a sense of pride
and belongingness.
 Women riders are a major target for Harley and moving up to the
driver·s seat of their own Harley-Davidson motorcycle. Many have
encouraged and inspired friends and family members to do the same.
The passion for the road, the thrill and the freedom is contagious.
  (
! .
! !" 
 The best time to buy a Harley or any products provided by the
company is through HD advertisements, consumer touchbacks and
amount of locations available; you can purchase anytime.
 _ 


! 

+

+
 

 HD has been distributed nationally as well as regionally for decades, the image of HD is the
American Chopper, the wild hog of the streets, and will continue to be distributed nationally,
with strong focus on key regions.

i
 

"
 

 Although national media distribution would incorporate the all markets, we are focusing on the top 5
spot markets as our primary targeted campaign.

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 HD will continue to advertise nationally on a steady level but will put a strong emphasis on
the top 5 geographic markets.

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 New York, NY
Los Angeles, CA
Chicago, IL
Philadelphia, PA
San Francisco, CA
 These are the top 5 spot markets for HD to focus on for the primary target market based on data provided by US Census/
Nielsen, SRDS data: SRDS 2004, The Life Style Market Analyst.


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 HD will hold many types of promotional events as well as sponsorships events such as HD
Mothers Against Drunk Drivers.
12
 BDI & CDI
BDI CDI

New York 90.75 D3.33

Los Angeles 140.3 130.D

Chicago 71.43 52.63

Philadelphia DD.42 61.31

San Francisco 336.96 163.04

13
 Timing & Purchase Cycle
_


 From data gathered from HD·s Web site it is apparent that the HD
brand is in its Mature stage of the product life cycle

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 Though HD bikes are high-involvement purchases that are bought
infrequently, outdoor advertising is a positive tactic to reinforce brand
awareness.

 


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 From examining our Estimated Value Percentages, HD·s top 5 DMAs
(including: New York, NY; Los Angeles, CA; Chicago, IL;
Philadelphia, PA; and San Fransisco, CA) are a mixture of both
seasonal and consistently warmer geographical regions.
14
´uestions About the Media
Mix
"
"
  !


 
! 

Catalogs & Directories Network T.V.

Co-op Adv. Spot T.V.

Consumer Magazines Special Events Marketing

Direct Mkt. to Consumers

Exhibits/Trade Shows

Internet Advertising

15
 _ "
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 Simple. According to MarketLine, Harley-Davidson is one of the

leading manufacturers and rated highest in customer
relationships providing increasing revenue.

(
!    !


 Harley-Davidson·s logo is the representation of its brand·s

loyalty by there demographic location target.

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 Advertising the bold Harley-Davidson brand colors will attract

new consumers and maintain relationships with current
supportive consumers.

16
 Communication Objective
 [
 - Seeks to make consumers and HD riders aware that the
HD Sportster is a Harley although the Sportster is an entry level
bike, it is imperative to remind consumers/riders that the
Sportster riders are in fact included in the ´Harley Club.µ

   
 - Since the Sportster is an entry level HD, it is

important to establish brand loyalty because in the future,
Sportster riders will purchase higher-end HD bikes. Since HD
has virtually no competitors, brand loyalty is less important to
establish with all HD owners, but it is important to establish
brand loyalty with Sportster riders because further purchases of
the higher-end HD models could occur. Establishing brand
loyalty with wives of HD riders is also an objective.

 i   - Increasing brand awareness to the target market will

increase the customer traffic to HD retail stores and HD·s Web
site. Increasing brand awareness will initiate a process leading to
the final purchase of a HD Sportster. Awareness will also
further increase/reinforce the idea of owning a HD includes the
owner in the exclusive ´Harley Club.µ
1D
 Creative Strategy
 Overall, the goal is to have the HD brand perceived as an
inclusive buy, meaning, when a female consumer purchases a
HD Sportster, she isn·t just getting a bike, she is also gaining
admittance into the ever-exclusive ´Harley Club,µ (mostly
male dominated) where the only rule is to own a HD
motorcycle. The HD Sportster will be perceived as a buy-in
ticket to the ´Harley Clubµ for potential female consumers
because the Sportster is an entry-level bike.

 The HD Sportster·s existing position is an entry-level HD

bike targeting primarily 30-39 year old women. These
women want to be perceived as legitimate HD owners.

 Women Sportster riders want to be included in the HD

culture and viewed as legitimate HD riders. Also, as do most
HD riders, these women want to escape from the day-to-day
grind of everyday life by hopping on their HD and riding off.
19
 Brand Promise
 The brand promise is the benefit of being included into the
most exclusive, yet most well-known, club in the world.
Riders of the HD Sportster will be promised inclusion into
the ´Harley Clubµ and the HD culture.

Tag Line
´Inclusion to the Exclusiveµ

20
 Tone
 The tone of voice for the HD Sportster brand advertisements
will be a serious tone of a man·s voice describing the HD
culture and the product features of the Sportster,
emphasizing the smaller frame of the bike which makes it
ideal for potential women customers. The use of a male
voice in the ads will further reinforce that HD Sportster
riders are legitimate HD owners/riders., and included into
the exclusive HD culture.

21
Target Audience & Media Mix
Objective


 i! 1
 Women appear to be the next emerging market in the motorcycle
category. In the last decade, women owners of bikes in the D50cc
class and above have grown from an estimated 5.3 percent to 10.D
percent
 PRIMARY: The primary target audience is married women, 35-44
with college education, and an annual household income of
65,000+.
 SECONDARY: The secondary target audience is married women,
25-44 with college education, with an annual household income of
65,000+.
 Both primary and secondary target audiences are women who have
the desire for the freedom on the open road, and to escape their
every day ordinary lives.
23
  " 
(


   

 1
 Hold part time/full time jobs during the week
 Hidden tattoos
 Thrill-seeker
 Attitude
 Wears boots
 Wears tight fitting jeans
 Typically wears hair longer


 )1
 Beginning the third week in April, launch teaser campaign ads/commercials for the
Sportster on the television channels: ABC, CBS and Lifetime in the top 5 DMA
markets. These ads will be 30 seconds in duration and will be run for two weeks.
 Beginning May 1, 2009, on the 3rd Annual International Female Ride Day, every
woman who test rides a Sportster, will receive a discounted price on the purchase
of the motorcycle. This discount will be in the form of a coupon and will expire
after 6 months.
 This campaign will also include a one page ad with information about the test ride
event in the April 2009 edition of i
 
 ù1 motorcycle magazine on the
newsstand, as well as in 
 
 
 .
 Finally, those who visit www.harleydavidson.com, will have the opportunity to
sign up for a raffle, which prizes will be given those whose names are drawn. One
lucky name drawn will receive a free Sportster courtesy of Harley Davidson.
 For a form of non-traditional advertising, Harley Davidson will place blimp style
motorcycles throughout shopping centers in the top 5 DMA cities. These blimps
will advertise the Sportster.

24
 Reach-Frequency & GRP
Objective

 Achieve 75 reach during the two weeks of the teaser campaign

(154 GRP·s) with a 2.05 frequency. (V i



 ) Reach
will range from 70-75 over the duration of the two week
campaign, and frequency at lowest will be 1.5. With a reach of
75 , it is a respectable and attainable goal. 75 would reach ¾
of the prospective target market(s). With a frequency of 2.05, it is
just below the optimum frequency level of 3.0, but relates with
the short campaign duration of two weeks. The non-traditional
reach goal is to get at least 30-35 of women to visit a Harley-
Davidson retail store to test ride a Sportster.

25
 Reach-Frequency & GRP
Strategy

 Traditional media will peak during the first week of the

campaign with 154 GRP·s in television. Media weight will go
toward ´i i
 
µ and ´V   
 
 µ
and ´

 V 

µ. The print ad will contain
information about the Sportster giveaway.

26
Scheduling & Timing Objective

 All campaigns will take place in April/May. Campaign kicks off

with the teaser ads beginning the third week in April and will
run through May 1st, which is the date for the test ride event.
Traditional media will run continuously for the last two weeks
in April. The website raffle will also begin in the third week of
April and will remain open until May 1st, which will also be the
actual drawing for the Sportster. i
 
 and 
 


  will both print a one page ad (V i



  ) for
the test ride event occurring on May 1st in the April edition.

27
Scheduling & Timing Strategy

 The teaser campaign (154 GRP·s) will run during the first week of
actual campaign. The broadcast buys in TV will run after the
average work day is complete, between 6 pm and midnight. The
raffle will remain accessible 24 hours a day on
www.harleydavidson.com for two weeks and will close May 1st
at 12 am. i
 
 and 
 
 
  (V i




 ) will print a one page ad for the test ride event occurring on
May 1st in the April edition.

 The spending will be accelerated in the last week of April with

continuous traditional advertising.

2D
 Media Budget Objective

 Harley Davidson·s $23 million budget is limited to spending in

the top 5 DMAs. Each market will receive a percentage of the
total budget based on the Estimated Values (EV ) rankings
from a spreadsheet analysis of all 5 markets. (V i




!")

29
 Media Budget Strategy
 A spreadsheet analysis of the top 5 DMA·s based on these
categories: (V i



 !")
 1. Total women ages 35-54 in each market
 2. Motorcycle category sales by market
 3. Sportster sales by market

 The $23 million budget will be allocated as follows: (V i





 #)
 $5 million for non-traditional media, including Bowl-a-Thon
 $15,975 million in mass media (Cable TV, Magazine, Internet) in 5
DMA·s
 $25,000 covers the expense of the Sportster being won from the
raffle
 $2 million in discounts given to those who test ride 30
 Geography Objective

 All cable TV buys are restricted to spot buys in the top 5 DMA·s.

31
 Geography Strategy
 MRI and CMR data combined with Harley Davidson·s proprietary
marketing database provided information for a spreadsheet evaluation
of the top 50 DMA·s. Market selections are predicted on EV growth
potential for the Harley Davidson Sportster. In ranking order, the 5
metros selected from the top 50 include:
 1. New York, NY
 2. Los Angeles, CA
 3. Chicago, IL
 4. Philadelphia, PA
 5. San Francisco, CA

 The Harley Davidson spreadsheet analysis for this plan is based on

three criteria:
 1. Population of women 35-44
 2. Average household income
 3. Percent of U.S motorcycle commuters. 32
 Sales Promotion Objective


 Increase sales of the Sportster (all models DD3cc-1200cc) among women
by 3,000 units by one year.
 Build on the Harley-Davidson franchise by marketing the brand
directly to women.
 Increase of revenue which will be accomplished through teaser
campaigns, price promotions, and magazine awareness strategies and
promotion of Harley-Davidson by internet clicks per page.

Primary vehicle: Television

33
 Sales Promotion Strategy

 With an annual estimated production of D percent from the

Harley-Davidson Sportster sales, the top 5 DMA·s have been
chosen with respect to ESV percentage ranking order, and will
participate in promoting the motorcycle to more women. Teaser
ads will run for two weeks in April in selected media dominated
by women. Beginning and ending on May 1, the 3rd Annual
International Female Ride Day, every woman who test rides a
Sportster at a Harley location within one of the DMA·s selected,
will be given a 5 percent discount off the purchase price.

34
37
 Media Flow Chart

O
  O
 
Internet 77 77 GRP: 154
1,996,D75 1,996,D75 COST: 3,993,750

T.V. D0 74 GRP:154
4,153,500 3,D34,000 COST: 7,9D7,500

Print 100 54 GRP:154

2,595,93D 1,397,D13 COST: 3,993,750

Non-traditional 77 77 GRP:154
(Blimp) 2,000,000 2,000,000 COST: 4,000,000

GRP 334 2D2 Totals

$(000) 10,746,313 9,22D,6DD GRP: 616
Reach 75 75 COST: 62,9D0,976
AVE Frequency 2.1 2.1

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42
 Thank You
This media plan has been presented to you by:



Christopher Cottrell

Kelly Deason

Tyler Kaha

Kyle Sahadi

Tim Sheldon

Jonathon Sitarski