Harley DavidsonMarketing Plan

GV Marketers:Josh BaileyCara DavidsonKatelyn ScheurerSandra Suryak

Problems to be Addressed Aging Customer

Base

Customers have less discretionary income

Now seen as a middle-aged nostalgia brand

Marketing Objectives

Increase brand awareness by 30%

Increase purchases by target audience by 20%

Increase brand switching

Decrease or remove potential customer resistance

Who Is Our Target Market?

“Young Influential's” Younger, without kids

Middle-class singles & couples

Bachelors & Bachelorettes

Preoccupied with balancing work and leisure

Median income- $50,454

http://www.claritas.com

The 4 P’s- Sporty Motorcycles

Product: Sporty motorcycles

American Made

We want to create more of a sportier motorcycle

designed for our target audience.

We hope that this will help to fulfill our Marketing

Plan Objectives.

The 4 P’s- Sporty Motorcycles

Promotion: Advertising in movies-

30% of Marketing budget

Vibrant and humorous TV commercials during popular TV shows aimed at changing their ideas concerning motorcycles and the

“lifestyle”- Ex: Family Guy, MTV’s Teen Mom, etc.

40% of Marketing budget

http://www.anomalousmaterial.com

The 4 P’s- Sporty Motorcycles

Promotion:

Print ads in popular magazines- Ex: Vibe Magazine

10% of Marketing budget

Events targeted towards “Young Influential’s” in the Spring and Summer-

Ex: Chicago IL, Grand Rapids MI 20% of Marketing budget

http://factfinder.census.gov

The 4 P’s- Sporty Motorcycles

Place:

Store locations and events held in highly populated locations of “Young Influential’s” Ex: Chicago IL, Grand Rapids MI, other U.S. and

international cities.

Dealer – Customer relationship and experience greatly valued

Featured at Auto Shows

http://factfinder.census.gov

The 4 P’s- Sporty Motorcycles

Price: Reasonable prices to accommodate for the

economic problems and to aim towards younger audience, but not too low to affect the high quality of Harley Davidson’s or de-value other bikes. Economic problems created a lack of

dispensable income.

The 4 P’s- Riding & Safety Classes

Product: Riding & Safety Classes

We want to be able to provide our customers with courses in learning how to ride their bikes (ex: New

Rider Course) and provide them with safety lessons.

This will help to decrease potential customer’s resistance to owning a motorcycle.

http://www.harley-davidson.com/wcm/Content/Pages/Get_On_A_Bike/Learn_To_Ride/new_rider_course.jsp

The 4 P’s- Riding & Safety Classes

Promotion:

Same events targeted towards “Young

Influential’s” in the Spring and Summer

Print ads in magazines TV commercials on popular

shows. Free safety course offered

when a new motorcycle is bought.

The 4 P’s- Riding & Safety Classes

Place:

Dealer and Store Locations

The 4 P’s- Riding & Safety Classes

Price:

Riding Courses- $250 per person per course

Safety Classes- free with the purchase of a motorcycle

Timeline

We want our Marketing Plan be fully successful and meet our objectives within 5 years or less.

This goal is highly reachable and attainable.

Differentiation

Differentiate from cars/trucks by promoting benefits of motorcycles Motorcycles get about

40mpg on average Cars get about 24 mpg

on average 40,000 people killed by

car crashes each year. Only about 4,700 from motorcycles

Differentiate from other motorcycle companies Already have a lot of

experience and have great quality bikes

Goal should be to have the best customer service to enhance customer loyalty

Could provide safety awareness classes

Out of the top 5 biggest motorcycle companies, Harley Davidson is the only one that is manufactured in American

http://www.alphatrainingcenter.com/

 http://nm.msf-usa.org/msf/ridercourses.aspx?state=MI

Positioning

New, sporty, fun!

Over 700 billion dollars spent on entertainment & recreation

Want customers to consider Harley Davidson when looking to spend money on entertainment and luxury items

http://www.wichitachristiannews.com/index.php?option=com_content&view=article&id=212:lifestyle-statistics-a-lifestyle-fact-to-ponder&catid=35:last-24h-news