Harley Davidson Media Planning Project Presentation

Problem

• Aging customer base

• Current market/recession

• Adding a whole new

demographic

Plan Summary

• Target women for the Sportster

line while maintaining classic

Harley culture

• National and spot plan that

targets females 18-34

• Ultimate goal to increase

Sportster sales by 3,000 units

Target Profile • Marie, 29

• Business manager works 9-5

• Has husband and 2 boys

• Looking for a way to relieve stress

Market Info

• Largest manufacturer of heavyweight motorcycles in the

world

• Competitors

• Honda Shadow

• Suzuki Boulevard

• Yamaha V-Star 650

• Kawasaki Vulcan

BDI & CDI

Media Background

• Largest advertising budget compared to competitors

• Highest SOV in:

• Outdoor

• Network and National Spot Radio

• Network TV

• National Newspapers

• Magazines

• Internet

S.W.O.T.

Creative Strategy

• Awareness campaign

• Continuing the tradition of manufacturing brand loyalty

• Not just buying a motorcycle, but joining a family

• Woman’s desire to escape

Objectives

• Awareness campaign

• National:

-Reach 70%

-Frequency 1.2

-Boost reach to 75% during:

• January

• February

• June

• August

• Spot:

-Reach 80%

-Frequency 1.2

Spot Markets

Greensboro, NC Wilkes Barre, PA

Birmingham, AL Tampa, FL

Pittsburgh, PA Phoenix, AZ

Orlando, FL Portland-Auburn, NE

Charlotte, NC Raleigh, NC

Norfolk, VA Harrisburg, PA

Budget

Total cost of MBH Plan: $22,988,792

Media Mix Number of Ad Units Per Medium Per Month

Medium Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Total

GRPs

Net-TV: E-Morn 5 5 5 5 5 5 5 5 5 5 5 5 60

Net-TV: Prime 10 10 5 5 5 10 5 10 5 5 5 5 80

Net Cable: E-Fringe 5 5 5 5 5 5 5 5 5 5 5 5 60

Net Cable: Prime 10 10 5 5 5 10 5 10 5 5 5 5 80

Natl Syn 10 10 10 10 10 10 10 10 10 10 10 10 120

Net Rad: M-Drive 35 35 35 35 35 35 35 35 35 35 35 35 420

Net Rad: E-Drive 35 35 35 35 35 35 35 35 35 35 35 35 420

Mags: Women 35 35 30 30 30 35 30 35 30 30 30 30 380

Mags: Gen Int 35 35 27 27 27 35 27 35 27 27 27 27 356

Spot-TV: Prime 12 12 12 12 12 12 12 12 12 12 12 12 144

Spot Cable 12 12 12 12 12 12 12 12 12 12 12 12 144

Spot Rad: M-Drive 12 12 12 12 12 12 12 12 12 12 12 12 144

Spot Rad: E-Drive 12 12 12 12 12 12 12 12 12 12 12 12 144

Outdoor 1218 1218 1218 1218 1218 1218 1218 1218 1218 1218 1218 1218 14621

Vehicle mix Radio Genres and Magazines Titles

Radio • Urban

• Gospel

• Ethnic

• Variety

• Rock

• Classic rock

Magazines • Allure

• Bridal Guide

• CycleWorld

• Ebony

• Endless Vacation

• Entertainment Weekly

• Essence

• Fitness

• Forbes

• Health

• Vibe

• Mother Earth News

• Lucky

• Latina

• Delta Sky

• US News & World Report

• Money Garden Design

• USA Today

• Spin

• Metropolitan Home

• Diabete’s Forcast

• Rolling Stones

• Life & Style Weekly

• Business Week

• Modern Bride

Kelci miller

Amber trani Guzeev

Bre price

Tolu ayeni

Alexandra walker

mbh