03-08-2012, 12:26 PM
HARLEY DAVIDSON
brand management_final.ppt (Size: 199.5 KB / Downloads: 46)
Current scenario
HD – designs, manufactures and markets heavy weight motorcycles, parts and accessories.
Competitors
Japan - Honda, Suzuki, Yamaha, Kawazaki.
European - Ducatti, Guzzi, BMW,
UK - Nortan
American - Polaris
Market share in 1997 is 48.3%
In 1999, 14.3% against 13.8% of worldwide
Currently increasing production, lowering costs, keeping employees involved in the company, stating a sense of pride
Objectives
Goal of over 2,00,000 motorbikes per year by 2003
Maintain level of high quality
Improve information system network
High performance company (financially)
Establishing HD as a pioneer in co – determination practices (cooperation between management and workers in decision-making, esp. by the representation of workers on boards of directors.)
Strategy to achieve goals
Vigorous attention to fundamentals product development, innovative marketing and state of the art manufacturing strategies.
Strength
State of Art manufacturing
Customized bikes
Unique identity in heavy weight segment
Strong brand image – classic, high end, quality and competing management
Eagle mark Financial services
Change of brand image into flexible and modern company
World wide recoginition
Commercializes parts, accessories and financial services to compliment its motorcycles
Brand Equity Elements
Brand Awareness – Its unique style, attracting new generations
Brand Image – ‘Outlaw’ image, machoistic, daredevil, adventurous
Brand Loyalty – HOG’s (Harley’s Owners Group)
Perceived Quality – Fulfilling dreams through the experience of motorcycling.
Brand Association – Proudly produces high quality, unique style heavy weight motorbikes.
Suggestions
HD should remain actively innovative because of its competitors
Each product has to have a USP. HD while trying to reinvent its image must keep in mind not to loose its existing loyal customers who have connected to the bike solely because of the ‘outlaw’ image.
Advertise not as a recreational vehicle but a compulsive need.