Harley Davidson
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Transcript of Harley Davidson
HARLEY DAVIDSON India
Echoes ou.Y
Rishabh Kaul Tulasi Prasad Srishti Sardana
Experiential Learning Module Project, August 2011
Young India Fellowship Program 2011-2012
Through The Indian Lenses
India is DIVERSE Infinite Cultures, Animated and Emotional Facets, Unpredictable Terrains HERS is A Collective Society Yet collective in Niches, Bound by Values Socio economic rollercoaster Extreme Wealth, Extreme Poverty separated by a lifetime of aspirations Brand Consciousness? Old Faithfulness co-exists with merciless choice GLOCAL FORCES James Bond’s suits endorsed by Amitabh Bachchan NICHE = New Trend-Setters Consumers as community and evangelists
What Is HARLEY To INDIA?tempests of illusions
A LUXURY BIKE! Masculine Awesome yet Unaffordable Invisible to the ROAD (& EYE) Tattoos, Punks, Sluts & Intoxication INAPT for INDIAN ROADs Lack of Merchandize ‘Not For ME’ : Utility? Price?
What CAN HARLEY be to INDIA?Amplification to the voice within
THREAD TO HER DIVERSITY
From POETS to POLITICIANs.
Everyone who Cherishes his Freedom, Is INVITED.
Create The Sense of Individual Identity
Combat OBSOLETE STEREoTYPES
Why should boys have all the fun?
A manifesto of Harley Davidson
India’s Brand Extension
Creates Not followers BUT evangelists.
Harley is more than a chopper, more than a brand. It’s spiritual.
Many aspire for a Harley Davidson Motorcycle yet cannot afford it. They may want the experience of the bike, but would also like to touch and feel another product which comes from
the same makers.
It then is just not about the product
but the sentiment
Class vs. Mass dilemma
The Idea is to maintain the class, yet make it affordable to the mass. If not a bike, then what else could be offered which is within their range?
A product for every price range.
Asking the right questions?
“When will the market develop to afford our bikes?”
TO
“What can I offer to this growing population, that it would buy?”
Need and Relevance
One way of looking at the brand extension is in terms of addressing the relevance.
A TARGET
Sectors such as Education, Healthcare and Fitness are big issues and concerns for Indians. Products in these sectors (amongst many others) would enable those with ‘Harley’, an affinity toward it. At the same time, would compel others want to know more about it.
Non Obvious Insight: Upturning all stones
Example
Obvious Strategy: Harley Davidson sponsoring a rock concert
Non-Obvious Strategy: With General Elections approaching, Harley Davidson pitches the idea of freedom and identity to leading political consulting companies to advise their political clients to embrace Harley as a mode of transportation during their Political rallies. The middle man, such as the political consultant is crucial in this case since Harley isn’t a partisan brand. It’s for everyone who wants and earns it.
As HARLEY ROARSHead Scratches
&We opine
An intimacy of a quantitative analyses of
market trends, stakeholder profiles, risks
and stakes, with the qualitative
understanding of the loyal HARLEY
owners (by spending time with them,
understanding their choices and
preferences, communicating with them
their thoughts, approaches and
emotions), to create a bridge between
them and those who aspire, or want to
aspire for the Harley, is our unique
repertoire.
We have The intermingling of the forces of business, design and consumer behavior, that caters to a plethora of
Perspectives by:
Similar product in a different form from the original parent product, is not what HARLEY aims at. It conveys status
and a sense of Self, that the customers would seek in its other products as well. Brand Extension then is to make
the spirit of Harley Davidson more pervasive.
With many ways to engage with the Brand, this would bring a new breed of customers as well as strengthen the
already existing Harley Community.
Data from Harley distributors of sales will help us pilot the project whose success or failure could be used as a case
to further implement these in other areas.
• If the distributors (either franchisees or Malls etc) resonate with the intent of the brand, they may perceive less risk with an extended product.
• Legacy matters. The extended product will attract quicker customer awareness and willingness to trial or sample the product,
• This may even lower the cost of promotional launch tactics.
Yet, We are Hungry Fools. We come with no bias.