Compiled by:

Ankit Sharma PGP/23/433

Saloni Patil PGP/23/417
Harley-Davidson: Sarvesh Kela PGP/23/419
Naveen Kumar PGP/23/278
Rejuvenating the Iconic Brand Prashansa Khandelwal PGP/23/101
 Harley Davidson must ‘DISCONTINUE Buell Product Line’ & must service the Buell
bikes already in circulation and provide spare parts for 10 years after selling the last bike.

01 02 03 04 05

Not the Harley Soggy Low Margins Low Brand Awareness Minuscule Market
Culture Share
Buell bikes were costlier, The current and Only 5% young adults
Did not come under had a soggy speed, expected margin on were aware of Buell All these factors result
the umbrella of the design and quality as Buell bikes was 5% as compared to 87% to a minuscule market
Harley Davidson Sub compared to the “Big and 10%, which was were aware of Harley share of 0.7% in the
Culture Four” way below the brand FY2007 compared to
These were 2 cylinder air margins of Harley single digit and above
cooled bikes as
bikes shares of foreign
compared to the other 4
players
cylinders
What are the advantages of creating Brand Communities in influencing
consumer behaviour among users of Harley Davidson

• Direct customer engagement: Through building community groups like HOG and organizing sporting events.
• Helps in knowing customer’s pain points. As the members of community are dedicated towards the brand, they feel
free to share their opinions about the product.
• Product feedback and continuous improvisation: HD can allow communities to experience the products before the
official launch.
• Brand loyalty and commitment: Reaching out to a brand community allows the customers to gain trust in the brand and its
offerings that turn them into loyal customers, thereby increasing the repurchase rate.
• Brand affiliation: Harley-Davidson lifestyle and culture brings in a sense of connection. A “brotherhood” of riders, united by
a shared ethos. Customers associate themselves as a integral part of the culture or aspire to be a part of the group.
• Building a positive brand image: Recommendations and positive words from the community members are perceived trust
worthy amongst their network.
 Harley Davidson - Brand objectives in marketing
Communication

Relate to Young Independent Cult Like Community

Bikers Clubs
Bikers- No race, gender bias
Brotherhood Biker Communities
Adventure, Raw Power
Affiliations Young Aspirants
Classic and Mystique
Freedom to enjoy lifestyle

Brand Brand Brand

Image Equity Loyalty
Brand Brand Brand
Identity Awareness Engagement
Self Transformation
Status Heritage
American – Lifestyle, Dream, Club
Exploration
Highway Rider Associations
Custom/Chopper biker
Riders – Strong, Independent, Bikers
culture
Confident