“Until you've been on a Harley-Davidson you haven't been on a motorcycle” M Harish Kumar NIT Jaipur
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“Until you've been on a
Harley-Davidson
you haven't
been on a
motorcycle”
M Harish Kumar
NIT Jaipur
Harley Davidson,
founded in 1903
in Milwaukee,
Wisconsin,
is one of
most recognized
motor vehicle
brands in the
world.
What explains its wide global acceptance, and the strong sense of brand loyalty among Harley-Davidson motorbike owners?
Personalized relationships with customers
through social media and on going
research to keep up with the changing
expectations.
Harley allows owners to express
Individualism and freedom , connect with
Friends through various activities like HOG.
Effective
communication
to its independent
dealers
and employees
confidently
provide genuine
Harley-Davidson
Experience.
Engaging relationships have been
established with young adults who form
a large part of its global fellowship.
What has Harley-Davidson done with its H.O.G program to create an extraordinary customer experience that is unique and valuable to its members? Has the motorcycle manufacturer been successful?
Organizes events and activities that
range from short rides to charity events
which increases CUSTOMER BENEFIT.
Dealers foster
positive bonding
relationships
among
members,
thereby
increasing the
CUSTOMER
PERCEIVED VALUE.
CUSTOMER EMPOWERMENT
HOG members are invited to events such
As new model launches
Riders’ appreciation nights.
“To ride
and have
fun”
Conveys image
of freedom and
adventure.
Prideful of their brand community and
it also includes women, children and
families.
The H.O.G program has over 1 million
members across 1,400 chapters.
To enlarge its customer base, what would you recommend Harley-Davidson do to cultivate long term relationships with a younger audience, aged between 18-34?
Customer Profitability Analysis Make and implement decisions to influence
C2,C3 decisions and profitability.
The marketing funnel-helps in managing
groups of customers that vary in loyalty, risk
and other factors.
Reducing the rate of customer defection. Improves consumer knowledge and trust.
• Offering quality products to enhance
“share of wallet”.
• Focus more effort on all customers- treating both profitable and
non-profitable customers uniquely.
DISCLAIMER
Created by M Harish Kumar, NIT Jaipur during a marketing internship with Prof. Sameer Mathur, IIM Lucknow
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