1. 1. By: Taylor Mullins ADV 450 Presentation HARLEY-DAVIDSON CASE STUDY
2. 2. PROBLEMS FACING HARLEY-DAVIDSON For years, Harley-Davidson has been a leader in motorcycle sales. However, in the most recent decade, Harley has seen a decline in sales growth while competitors have seen the opposite. The age of the average Harley user has steadily increased To avoid complacency, a change needs to be made in the way Harley advertises and to whom
3. 3. HARLEY-DAVIDSON GROWTH
4. 4. FOOD FOR THOUGHT The number of female motorcycle owners has doubled in the past decade. Harley-Davidson has a history of selling lifestyles, not just products. The average age of Harley riders has increased from 38 to 46 in recent years. Harley-Davidson is ultimately looking for sales GROWTH
5. 5. WHAT DOES IT MEAN?
6. 6. ALTERNATIVE #1 Women 30-49 years old Market the product as a great guilty pleasure for the average working woman, mom, housewife, etc. Capitalizes on a foundation that Harley has already laid by selling lifestyle, not just product.
7. 7. ALTERNATIVE #2 Women Growth markets where the Recreational Vehicle Lifestyle Index is high, but the % of motorcycle commuters and owners is low. Market the products to fit seamlessly into an already accepted lifestyle Ideal for growth in markets where the tendency for motorcycle lifestyle is above average, however ownership is low
8. 8. IDEAL TARGET Females Age 30-49 Keeping all other current demographics of Harley-Davidson Average income: $78,000 Married At least 1 child High school education, majority college as well
9. 9. THE RESULT While Harley-Davidson has proved to be a successful brand in the past, the purchasing habits and lifestyles in the United States are changing. By targeting a female audience that is 30 to 49 years old, Harley-Davidson will encompass women in several different stages of life. From young moms to corporate working women, Harley-Davidson can provide a much needed escape for this new target.