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Harley DavidsonMarketing Plan
GV Marketers:Josh BaileyCara DavidsonKatelyn ScheurerSandra Suryak
Problems to be Addressed Aging Customer
Base
Customers have less discretionary income
Now seen as a middle-aged nostalgia brand
Marketing Objectives
Increase brand awareness by 30%
Increase purchases by target audience by 20%
Increase brand switching
Decrease or remove potential customer resistance
Who Is Our Target Market?
“Young Influential's” Younger, without kids
Middle-class singles & couples
Bachelors & Bachelorettes
Preoccupied with balancing work and leisure
Median income- $50,454
http://www.claritas.com
The 4 P’s- Sporty Motorcycles
Product: Sporty motorcycles
American Made
We want to create more of a sportier motorcycle
designed for our target audience.
We hope that this will help to fulfill our Marketing
Plan Objectives.
The 4 P’s- Sporty Motorcycles
Promotion: Advertising in movies-
30% of Marketing budget
Vibrant and humorous TV commercials during popular TV shows aimed at changing their ideas concerning motorcycles and the
“lifestyle”- Ex: Family Guy, MTV’s Teen Mom, etc.
40% of Marketing budget
http://www.anomalousmaterial.com
The 4 P’s- Sporty Motorcycles
Promotion:
Print ads in popular magazines- Ex: Vibe Magazine
10% of Marketing budget
Events targeted towards “Young Influential’s” in the Spring and Summer-
Ex: Chicago IL, Grand Rapids MI 20% of Marketing budget
http://factfinder.census.gov
The 4 P’s- Sporty Motorcycles
Place:
Store locations and events held in highly populated locations of “Young Influential’s” Ex: Chicago IL, Grand Rapids MI, other U.S. and
international cities.
Dealer – Customer relationship and experience greatly valued
Featured at Auto Shows
http://factfinder.census.gov
The 4 P’s- Sporty Motorcycles
Price: Reasonable prices to accommodate for the
economic problems and to aim towards younger audience, but not too low to affect the high quality of Harley Davidson’s or de-value other bikes. Economic problems created a lack of
dispensable income.
The 4 P’s- Riding & Safety Classes
Product: Riding & Safety Classes
We want to be able to provide our customers with courses in learning how to ride their bikes (ex: New
Rider Course) and provide them with safety lessons.
This will help to decrease potential customer’s resistance to owning a motorcycle.
http://www.harley-davidson.com/wcm/Content/Pages/Get_On_A_Bike/Learn_To_Ride/new_rider_course.jsp
The 4 P’s- Riding & Safety Classes
Promotion:
Same events targeted towards “Young
Influential’s” in the Spring and Summer
Print ads in magazines TV commercials on popular
shows. Free safety course offered
when a new motorcycle is bought.
The 4 P’s- Riding & Safety Classes
Place:
Dealer and Store Locations
The 4 P’s- Riding & Safety Classes
Price:
Riding Courses- $250 per person per course
Safety Classes- free with the purchase of a motorcycle
Timeline
We want our Marketing Plan be fully successful and meet our objectives within 5 years or less.
This goal is highly reachable and attainable.
Differentiation
Differentiate from cars/trucks by promoting benefits of motorcycles Motorcycles get about
40mpg on average Cars get about 24 mpg
on average 40,000 people killed by
car crashes each year. Only about 4,700 from motorcycles
Differentiate from other motorcycle companies Already have a lot of
experience and have great quality bikes
Goal should be to have the best customer service to enhance customer loyalty
Could provide safety awareness classes
Out of the top 5 biggest motorcycle companies, Harley Davidson is the only one that is manufactured in American
http://www.alphatrainingcenter.com/
http://nm.msf-usa.org/msf/ridercourses.aspx?state=MI
Positioning
New, sporty, fun!
Over 700 billion dollars spent on entertainment & recreation
Want customers to consider Harley Davidson when looking to spend money on entertainment and luxury items
http://www.wichitachristiannews.com/index.php?option=com_content&view=article&id=212:lifestyle-statistics-a-lifestyle-fact-to-ponder&catid=35:last-24h-news