Post on 08-Dec-2014
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CASE STUDY
Building Brand Community on the Harley-Davidson Posse Ride
What are the benefits of long rides as Posse, for customers of Harley Davidson (HD)? Evaluate the relational effects based on Exhibits 7 and 10, which refer to pre and post evaluations.
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
Question 1
Question 1 Benefits of long rides such as Posse for customers?
Discover landscape broadening the horizon People with the same interests social satisfaction Thrills and excitement Memorials (t-shirt, tattoo’s, etc.) Get away from their stressed lives ‘Feel free’
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
Question 1
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
Question 1 Very satisfied with the Harley The ride was tremendous However, augmented product evaluated less
Customers feel not that ‘heard’
Can the Harley Owners Group’s (HOG) Posse be characterized as a community?
Question 2
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
Question 2 Community?
YES: People want to be included Exclusiveness, pride Shared interests Focus on the customer experience
Question 3
If so, is the community static or dynamic? Support your answers with data from the Posse event, referring, for example, to day-to-day changes!
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
Question 3 Dynamic
Varied structure Geographic concentration Social context Temporality
Spontaneity, dynamism
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
Question 4
How would you evaluate the interaction between HOG managers and customers?
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
Question 4 a ‘close-to-the-customer’ philosophy
as a ‘togetherness’-way come closer due to complaints and feedback business-related; learning experience, user-experience, feelings
towards the brand
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
Question 4 current customer-management interaction in line with
the stated goals of HOG positive influence on the places which they visit improves the Harley Davidson lifestyle experience brings the company close to its customers
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
Question 4 The HOG has an essential role of developing the
community Initiator and organizer
HOG should continue learn about their customers in a way which is really valuable members are spending significantly more money community fulfills the goals which are stated for HOG
However; community with hundreds of bikers cannot be completely influenced
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
Question 5
How would the Posse ride contribute to HD’s corporate goals? How would it contribute to its financial objectives? Should the company work harder to improve Return On Investment (ROI) of the Posse ride?
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
Question 5 Mission: “fulfill dreams” Customer – centric model
Know the consumer Learn about how the consumer interacts with the product
Establish a tradition – consistency $474,000 extra in revenues
Evaluate dealers Identify dissatisfaction
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
Question 6
Should HD continue with Posse and other rides? What role should HOG play in the marketing mix?
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
Question 6 Should HD continue with Posse and other rides?
1. Hard-core customers -> valuable firm asset Connectedness, limited registration -> A culture Artifacts/symbols: T-shirts, tattoos Rituals: Story night, The Posse Oath They become an important spokesperson
2. Checkpoints in the form of dealerships Tourists & neighborhood get attracted by commotion (riders and
non-riders) Merchandise opportunity for dealer Management sees how dealerships are run
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
Question 6 What role should H.O.G play in the marketing mix?
Large WOM function Free one-year membership gives a direct feeling of belonging to
the Harley community (culture with symbols and rituals)
Makes it a very strong promotional tool Members will spread the word as will the events
Promotion
Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet
Evelien, Carmen, Danny, Luc and Stijn (aka Group 4) thank you for your undivided attention !!