Bran

d M

anag

emen

t

CASE STUDY

Building Brand Community on the Harley-Davidson Posse Ride

Siêu thị điện máy Việt Long www.vietlongplaza.com.vn

What are the benefits of long rides as Posse, for customers of Harley Davidson (HD)? Evaluate the relational effects based on Exhibits 7 and 10, which refer to pre and post evaluations.

Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet

Question 1

Question 1 Benefits of long rides such as Posse for customers?

Discover landscape broadening the horizon People with the same interests social satisfaction Thrills and excitement Memorials (t-shirt, tattoo’s, etc.) Get away from their stressed lives ‘Feel free’

Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet

Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet

Question 1

Siêu thị điện máy Việt Long www.vietlongplaza.com.vn

Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet

Question 1 Very satisfied with the Harley The ride was tremendous However, augmented product evaluated less

Customers feel not that ‘heard’

Can the Harley Owners Group’s (HOG) Posse be characterized as a community?

Question 2

Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet

Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet

Question 2 Community?

YES: People want to be included Exclusiveness, pride Shared interests Focus on the customer experience

Question 3

If so, is the community static or dynamic? Support your answers with data from the Posse event, referring, for example, to day-to-day changes!

Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet

Question 3 Dynamic

Varied structure Geographic concentration Social context Temporality

Spontaneity, dynamism

Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet

Question 4

How would you evaluate the interaction between HOG managers and customers?

Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet

Question 4 a ‘close-to-the-customer’ philosophy

as a ‘togetherness’-way come closer due to complaints and feedback business-related; learning experience, user-experience, feelings

towards the brand

Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet

Question 4 current customer-management interaction in line with

the stated goals of HOG positive influence on the places which they visit improves the Harley Davidson lifestyle experience brings the company close to its customers

Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet

Question 4 The HOG has an essential role of developing the

community Initiator and organizer

HOG should continue learn about their customers in a way which is really valuable members are spending significantly more money community fulfills the goals which are stated for HOG

However; community with hundreds of bikers cannot be completely influenced

Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet

Question 5

How would the Posse ride contribute to HD’s corporate goals? How would it contribute to its financial objectives? Should the company work harder to improve Return On Investment (ROI) of the Posse ride?

Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet

Question 5 Mission: “fulfill dreams” Customer – centric model

Know the consumer Learn about how the consumer interacts with the product

Establish a tradition – consistency $474,000 extra in revenues

Evaluate dealers Identify dissatisfaction

Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet

Question 6

Should HD continue with Posse and other rides? What role should HOG play in the marketing mix?

Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet

Question 6 Should HD continue with Posse and other rides?

1. Hard-core customers -> valuable firm asset Connectedness, limited registration -> A culture Artifacts/symbols: T-shirts, tattoos Rituals: Story night, The Posse Oath They become an important spokesperson

2. Checkpoints in the form of dealerships Tourists & neighborhood get attracted by commotion (riders and

non-riders) Merchandise opportunity for dealer Management sees how dealerships are run

Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet

Question 6 What role should H.O.G play in the marketing mix?

Large WOM function Free one-year membership gives a direct feeling of belonging to

the Harley community (culture with symbols and rituals)

Makes it a very strong promotional tool Members will spread the word as will the events

Promotion

Group 4 - E. Mulder, C. Neghina, D. Oosterveer, L. Partouns, S. Voet

Evelien, Carmen, Danny, Luc and Stijn (aka Group 4) thank you for your undivided attention !!