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Transcript of Harley Davidson2
HARLEY – DAVIDSON
POSSE RIDE
HARLEY - DAVIDSON
American motor-cycle manufacturer
Founded during the first decade of 20th century
Sells heavyweight (over 750 cc) motorcycles designed for cruising on the highway
Total Revenue : US $ 5.7 bn (in 2007)
Total employees : 9,700
BACKGROUND OF HARLEY OWNERS GROUP
A motorcycle enthusiast club sponsored by Harley-Davidson Motor Co.
Formed in 1983
To enhance the H-D lifestyle experience, and to bring the company closer to its customers
H.O.G. Rallies Destination Rallies Rolling Rallies
DESTINATION RALLIES
Riders assemble in a single destination that remains the same
Attract all the major manufacturers of motorcycles and accessories
Beneficial for riders constrained by time and family structure
Costly to the Company and also require high labour force In 1999 rally, 150 H-D employees had to devote a
week of their work year to rally staffing
ROLLING RALLIES
Unlike destination rallies, begin and end at different places
Stopover points are ideal merchandising opportunities
Each rally include a specific theme that is somehow unique to the route
Made for real bikers
Extremely time intensive
POSSE RIDE
High adventure and Low cost rolling rally First ride in 1997 : coast to coast in Portland
Approximately 250 riders geared up Events full of spontaneity and
momentousness Story nights Posse oath
Second ride in 1999 : border to border from Mexico to Canada About 425 HOG members registered
WHY SHOULD HARLEY CONTINUE TO SPONSOR POSSE RIDE
It is the largest congregation of Harley enthusiasts.
Gives Harley the biggest pie in terms of word of mouth publicity without spending a dollar.
Enhances the brand equity of Harley as an experience rather than just a bike.
Connects Harley to the most enduring and dedicated fans of Harley
Bigger returns sustaining lower costs wrt Destination rallies
Involves even non bikers with the local dealers and enhances brand Harley.
ROLE OF POSSE RIDE IN HOG EVENT MIX
Survey suggests bikers make lifelong friends during the rally
Riding a Harley has become a part of their identity
The oath before the rally imbibes a sense of camaraderie among the bikers
Gives the management a chance to understand the needs and demands of the customer
Develops a culture wherein people are encouraged to value freedom and take up challenges
Does wonder to the “Harley Davidson” brand
WAYS TO INCREASE PROFITABILITY AND EFFECTIVENESS
Successful routes of the past can be repeated for amateur participants
Selection of routes can be more democratic
Increased participation of employees
Establishment of a baseline for dealers regarding the arrangements
Splitting of the total size of the team
THANK YOU !!!
SPLITTING OF THE TOTAL SIZE OF THE TEAM
Instead of starting from a single point, two teams can start from opposite directions
Arrangements can be made to receive both the teams at a common point
Can instill a sense of mission to the bikers Number of participants will increase Increased exposure time for dealers
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