BRAND AUDIT

HARLEY DAVIDSON
Presented by :Nair.Sejal.J

BACKGROUND
The history of the Harley-Davidson motorcycle began in Milwaukee in 1903. In Milwaukee, Bill Harley and Arthur Walter Davidson developed a one-cylinder motorcycle.

Around the turn of the century the gasoline engine was developed and the one-cylinder motor was introduced.

In 1901 the Indians were the first motorcycles and in 1903 Mitschell, Merkel and Yale. This motorcycle was initially built for racing and was powered by a one-cylinder gasoline combustion engine.

Picture from 1916

 In 1903 in Milwaukee, Bill Harley and Arthur Walter Davidson developed a one-cylinder motorcycle. It was a reliable and even a beautiful cycle. And ... someone bought it !! In 1905 they had made 11 motorcycles, in 1908 it were 154 and ... they had a company, in a little wooden barn, that was build by Davidson's father. The small company extended quickly and another member of the Davidson family, William, joined them. In no time they hired about 20 employees in an especially build stone-factory.

 1910 brought the legendary "Bar and Shield" logo that was placed on their motorcycle. This would become the defining symbol of Harley-Davidson to this day. Numerous first place winnings in races, endurance contests and hill climbs give Harley-Davidson more recognition. The "F-head" engine is introduced in 1911. It was the power workhorse until 1929, when the "Flathead" engine is introduced.

Arthur & Walter Davidson, William S. Harley and William A Davidson (1915)

 Harley-Davidsons core rider had always defined its primary target market : That rider was most likely to be a male (91 percent), although his mate, if he had one, tended to be as enthusiastic about the bike as he was. Unlike consumers of many other high-ticket products, Harley owners spanned a broad socioeconomic spectrum,the Harley credo of freedom, self-reliance, and individualism. The advertising invariably addressed itself to those riders who lived the credo, who in fact already owned a Harley.

 There was a secondary target market : Existing Harley owners might buy a new bike from time to time, but they would never fuel 10 percent or higher annual growth. This market also tended to be predominantly men who had grown up with the Harley legend in some form or other but who did not own one. It was a tribute to the company, the advertising, and the motorcycle itself that these men did not need to be convinced of the superiority of the product, as they might if they were shopping among Japanese bikes. Jack Supple, for many years the executive creative director on the account at Carmichael Lynch Spong, described bluntly the tight focus Harley-Davidsons advertising maintained on the core rider: We dont pander to the broader public.

HARLEYS PROFILE
DETAILS

SECTOR

CONSUMER GOODS

INDUSTRY

RECREATIONAL VEHICLES

FULL TIME EMPLOYEES

6,900

H.O.G
On an ongoing basis, the Company promotes its products and the related lifestyle through the Harley Owners Group , or H.O.G. H.O.G. This group also sponsors many motorcycle events, including world wide rallies and rides for Harley-Davidson motorcycle enthusiasts. The Company website (www.harley-davidson.com) is also utilized to market its products and services. The Web site features an online catalog which allows customers to create and share product wish lists, utilize a dealer locator and place catalog orders. Internet orders are sold and fulfilled by the participating authorized Harley-Davidson dealer selected by the customer. Dealers also handle any after-sale services that customers may require.

LOGO OF HARLEY DAVIDSON

DISTRIBUTION CHANNEL
Approximately 21,000 part numbers ship from the 250,000-square-foot distribution center. These part numbers describe service parts and accessories that go to more than 600 domestic Harley-Davidson dealers, as well as to numerous distributors, dealers, subsidiaries and customers worldwide. Turnaround times are rigorous, with about 85 percent of all domestic orders shipped the same day they are received.

POSITIONING
Fulfill the dreams inspired by the many roads of the wrold by providing extraordinary motorcycles and customer experience. Fuel the passion for freedom in their customers and to express their own individuality.

PRICE - $13,334
HARLEYS SUPER GLIDE

PRICE - $19,879
HARLEYS ELECTRA GLIDE

PRICE - $17,879
HARLEYS ROAD KING

MAJOR COMPETITORS OF HARLEY DAVIDSON

Triumph motorcycles Ltd. Ultra motorcycles Ltd. Viper motorcycles Ltd.

CBBE PYRAMID OF HARLEYS

H.O.G

DISTRIBUTION SELF RELIANCE CHANNEL INDIVIDUALISM

CUSTOMIZED PRODUCTS

FREEDOM & STRENGTH

BULL RIDERS ADVENTURE GROUP

SWOT ANALYSIS OF HARLEY DAVIDSON

STRENGTHS : There are approximately 70% market share in relation to the market for heavyweight motorcycles. Has its operation in the manufacture of motorcycles, and is also active in providing financial services. The only American brand manufacturers of heavyweight motorcycles. Has a strong brand and is well established in the consumers mind with the image of freedom and strength. BRAC (Buell Riders Adventure Group), formed to support the brand and engage customers leverage their standard of fidelity. Custom Motorcycles is a significant amount of revenue for Harley Davidson. Excellent relationship with the supplier, so that the integrity of the work and performance is achieved without the expense of quality.

 Weaknesses : They are charging high Price from customers. Loss of market share steadily, especially in the European market. Analyze future production needs heavyweight bike is weak, because the required production quantity is not met. Poor marketing techniques that is not attracting new customers in the international market. Many people also fear of being classified as hooliganism in society if they started cycling.

 Opportunities: The demand for Harley Davidson is the highest in Europe on the international market. It must market their products more competitive, especially in the European market.India is a large untapped market for motorcycle too. Women and young people are more inclined to ride a bike. International market for bicycles is much larger than the U.S. market. Customer value parts in the international market. Even in regions where the economy is at a low level, Harley may take the opportunity by the thought of customers in that situation, a bicycle is a cheaper way to travel, which would be favorable for the Harley

 Threats: Capacity constraints and supply shortages have anticipated the loss in recent years. The average age of purchase according to an investigation of 42 years old and growing Increased environmental regulations. Some of the competitors of the company is using more resources in marketing their product line (bicycles) and is a threat because it can change your risk factor for having diversified product line. Buell Division should continue under the umbrella of Harley. Because of the low cost of making a bike and the higher profit margin, it is clear that more competition can participate, especially those already in the car manufacturing market.

BRAND MANTRA OF HARLEYS

Harleys mantra, Its a journey, not a destination, is as wide open as the road. Indeed, for Harley-Davidson, the journey is now 10 2 years in the making, and that journey has amassed avid,loyal fans and customers who use catchwords such as
freedom, Americana, adventure, edgy, and cool, among countless others, todescribe Harley-Davidson. Those die-hard Harley-Davidson

CONCLUSION
Customers for life . Harley Davidson values the deep emotional relationship that is created with their customers through their products, services and experiences. Fueled by the brand loyalty and trust that their customers place in them. Embrace a culture of personal responsibility and stewardship for quality in evrythin they do.

THANK YOU