Harley Davidson Marketing

Plan By: The Four Peas

Presented
Kat Gillespie
Chris Laduke
Erica Marshall
Whitney Phoon

Harley Davidson Marketing Plan

Objectives
Create & Increase Awareness
Increase Sales
Expand Sales Locations

Create & Increase

Awareness
Age

of Harley
Davidson
motorcycle riders
has increased
Young males and
females dont
have interest in
the brand
Lack of female
riders

Increase Sales
Increase

company sales by 10

percent
Younger Target audience
Increase customer base

Expand Sales Locations

Harley

owns half the U.S Market

share, 1/3 of the global market
Becoming ideal National Export
Initiative
Other companies are expanding
globally noticing positive results
Expanding into Brazil
Reduces taxes, makes motorcycles
affordable to a larger target
audience

Differentiation
33%

of owners previous owned

competitor motorcycle
Not about the product about the brand
Theres not a motorcycle riding
experience like a Harley Davidsons
Competitors: Yamaha, Suzuki, and
Honda
More interested in price and sales
Create commercial and print ads with
younger demographic

Positioning
Already brand trust from customers
Position so that Harley attains

younger demographics interest at

earlier ages
Confidence in market is directly
proportional to customer purchases
need young digerati to have
confidence in market

Current Demographics
Male

(88.5%)
Big Fish, Small Pond
Middle Age 45-50
Median Income $80,000-$90,000

2007

Purchases

52% Previously Owned a Harley motorcycle

33% Owned a competitive motorcycle
15% First motorcycle purchased
Median Age

Median Income

Statistics based on years 2004-2008 from harleydavison.com

Marketing Strategy
Target

Market

Young Digerati
Young Influentials

Marketing

Mix

4 Ps
Product: Harley Davidson Motorcycles
Price: $8,000 - $40,000
Promotion: TV commercials, billboards, online,
etc.
Place: Wisconsin, South Dakota, North Dakota

Target Market
Young

Digerati

Wealthy, Younger Family Mix

Age25-44
Ethnically Diverse
Median Income $88,728
2009 1.21% of US Households

Young

Influentials

Midscale, Younger w/o Kids

Age <35
Ethnically Diverse
Median Income $50,454
2009 -1.46% of US Households

Google Insights for

Search
Geographic

areas & volume of

search
From 2004-2010, repeating rate
Wisconsin- search volume index of 100
South Dakota 96
North Dakota - 86

PLACE
Harley

should be located in bustling

cities with high market exposure.
Wisconsin, South Dakota, and North
Dakota are the states with the most
highest market exposure.
Face- to Face or Direct sales are
crucial to Harleys sales.

Product
Market Maturity

Made in America
Offers Classes on Motorcycle
Safety
Online Safety Knowledge

Offering regular and extended

warranties
Specially made saddle bags and
other accessories unique to
Sales Decline
Harley

PROMOTIO
N

NO!

PROMOTION
Harley Davidson recently created a new 2010
commercial which is getting closer at aiming
their products toward their target market.
Click the link below to view the Harley
Commercial 2010
http://
www.youtube.com/watch?v=AE9qjrpXGQI

Getting
Closer

PROMOTION

YES!

PRICE
Price

Ranges from about

$8,000 to $40,000
Being a Specialty Product,
the price must remain
somewhat high to maintain
the value and prestige of
the brand.
Harley offers financing for
up to 60 months!!

Implementation & Control

Special

Implementation
Problems to Overcome
Control
Budget & Sales
Forecast
Timing of
Implementation
activities
Contingency Sales

Special Implementation
Problems to Overcome
Necessary

expenditures to carry out

the new strategy:
TV ad: Priced at an estimate $350000 to

produce & $100000 to air

Use the current marketing staff, but
increase their role in social media to
keep contact with customers
Create events that are located in a more
diverse, hip area

Control
Increase

sales
Awareness
Number of customers of various target audiences
Results will be monitored quarterly
Incurring changes in segmentation and imaging must

not conflict with the needs & wants of the current

clientele
Obligations to watch & maintain:

Blogs
Events
Interaction between the customer and sales rep
Clientele Sites

Relationship

with investors and stockholders

Budget Estimates &

Forecast
Marketing

tactics, yet to be set at a

numerical value
Customer satisfaction follow-ups
Design services for various promotional materials
Continuous website design
Participation in community events
TV ads
Regulation customer first training

http://money.cnn.com/quote/forecast/forec
ast.html?symb=HOG

Timing
Currently ranked in the Sales Decline
stage, but with the new plan rolling
out soon, developing changes will
slowly take its place and keep Harley
in the competitive market

Contingency Sales
http://investor.harleydavidson.com/
releasedetail.cfm?ReleaseID=519945

THE END!