Br an d

Manmembers
Group a ge men t
Aurangzeb Shaukat Kiani
Qazi Adeel-Ur-Rehman
Shahzad Ali
Ummar Ali
Q#1: Why do brand Harley Davidson matters?
What challenges and opportunities Harley
Davidson faced?

 Quality and Reliability

 Qualitative

 Different events

 Customer Product
Indust ria l Pe rsp ective

 Good Investment

 Shareholders
Challenges
 1950’s –
 New contenders
 Light weight motorcycles
 1960’s
 middle weight market
 Attempt to build smaller
 Acquired 50 % of AREMACCHI
 The first AREMACCHI Harleys were sold in
1961.
Challenges
 1978
 Italian venture endured
 Japanese cycles dominated the small
and middle weight market
 Japanese continued to improve while
Harley began to run out heavy, noisy,
vibrating, difficult to handle and poorly
finished machines.
Challenges
 1975
 Continue to grow
 1980’s
 V-Twin
 The big bore, custom motorcycles market
Op portu nitie s
Ac hieve d

 Year1983 - 45 %
 Year1984 - 35%
 Year1985 - 35 %
 Year1986 – 15 %
 Year1987 – 10%
Q#2: Identify the factors that led to the
sustaining and growing brand equity of Harley-
Davidson culture and market over geographical
boundaries.

 Loyalty

 Favorability

 Acceptance
Q#3: What has been brand image and brand performance
of Harley-Davidson? How the thrill, fun, excitement
security, social respect is the like with the behavior of
Harley-Davidson community?

 Brand Image:
 sale and prestige
 powerful, macho bikes, not for the weaklings
and children
 True bikes for the open road, bikes to drive
through brick walls
 “built on tradition
 outlaw’’ & “road warriors’’
Q#4: How Harley Davidson measures
and interprets Brand performance?

 Advertisement Campaign always prove its worth

 Targeting Lead Class in proper manner
 Managing its brand Image
 Through its Brand Equity
 Special targeted to sportsman
 Complete satisfaction to its customers
5.Cu st omer
relatio nship
 Loyal Customer
 Different look
 Different Events by Management
 Customer feedback
 Acceptability to everyone
 Reliability
 Security
 Favourable
Q#6: Is there any similarity of Harley
Davidson with Honda CD 70 in
Pakistan?

 Engine

 Model

 Price

 Market Segment