Angela Juang, Bo Brown, Daniel So
Building the Harley-David-son Brand Community
Background & Issues
Objectives
Opportunities
Recommendation
Action Plan
Risk Mitigation
Q & A
Agenda
Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation
The Problem
Less profitability
Negative effect on brand com-munity
Lower cus-tomer loyalty
Less active membership
Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation
The Problem
Wou
ld sig
n up
aga
in
Wou
ld b
uy ano
ther
Har
ley
Har
ley un
ders
tand
s ridi
ng
Feel a sen
se o
f kin
ship
Hav
e m
ade lif
elon
g friend
s
I und
erstan
d Har
ley
Wou
ld rec
omm
end
a friend
Satis
fied
with H
OG
Har
ley re
pres
ents m
e
Har
ley is p
art o
f my lif
e
Uniqu
ely Har
ley ev
ent
Har
ley ca
res ab
out m
e
Har
ley un
ders
tand
s m
e0
1
2
3
4
5
6
7
Posse Ride Feedback Statistics
Pre-ride meanPost-ride mean
Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation
The Problem
Wou
ld sig
n up
aga
in
Wou
ld b
uy ano
ther
Har
ley
Har
ley un
ders
tand
s ridi
ng
Feel a sen
se o
f kin
ship
Hav
e m
ade lif
elon
g friend
s
I und
erstan
d Har
ley
Wou
ld rec
omm
end
a friend
Satis
fied
with H
OG
Har
ley re
pres
ents m
e
Har
ley is p
art o
f my lif
e
Uniqu
ely Har
ley ev
ent
Har
ley ca
res ab
out m
e
Har
ley un
ders
tand
s m
e0
1
2
3
4
5
6
7
Posse Ride Feedback Statistics
Pre-ride meanPost-ride mean
Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation
The Problem
Wou
ld sig
n up
aga
in
Wou
ld b
uy ano
ther
Har
ley
Har
ley un
ders
tand
s ridi
ng
Feel a sen
se o
f kin
ship
Hav
e m
ade lif
elon
g friend
s
I und
erstan
d Har
ley
Wou
ld rec
omm
end
a friend
Satis
fied
with H
OG
Har
ley re
pres
ents m
e
Har
ley is p
art o
f my lif
e
Uniqu
ely Har
ley ev
ent
Har
ley ca
res ab
out m
e
Har
ley un
ders
tand
s m
e0
1
2
3
4
5
6
7
Posse Ride Feedback Statistics
Pre-ride meanPost-ride mean
Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation
Background• Harley Owner’s Group (HOG)
• Facilitate lifestyle experience based on Harley-Davidson
• Membership > 500,000
• Destination Rallies
• Rolling Rallies
Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation
ObjectivesBuild a
strong brand community
Raise aver-age satisfac-
tion with HOG
Raise active membership
Raise post-event survey
scores
Increase brand loyalty
Increase cus-tomer com-munication
Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation
Option 1: Expand Posse Ride
Occupational / Geographi-cal Segmentation
Multiple Posse Rides per year
Increased member satis-faction
Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation
Option 1: Expand Posse RideBenefits
• Increased satisfaction in multiple member segments
• Increased customer-management interaction
• Increased ease of coordination
• Increased member participation while retain-ing exclusivity
Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation
Option 1: Expand Posse RideRisks
• Decreased member interest with loss of over-all exclusivity
• Decreased member interest with loss of nov-elty
• Increased planning costs
• Increased strain on management
Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation
Option 2: Eliminate Posse RideEliminate man-agement-coordi-
nated Posse Rides
Provide activities to bring local
chapter members together
Set up hierar-chical structure
to rank members
Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation
Option 2: Eliminate Posse RideBenefits
• Increased customization
• Increased integration of Harley Davidson in cus-tomer’s daily lives
• More Active Membership
• More brand loyalty
• Less discontentment among members
Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation
Option 2: Eliminate Posse RideRisks
• Disregarding the need of members who want exclusivity and prestige
• Lack of interaction among members from different geographical locations
• Absence of management interaction with members
Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation
Recommendation
Eliminate Posse RideEmpowered members define the brand
Procedural Restructure• Chapters organize their own
“Posse Rides”• Chapters register & publi-
cize rides with HOG• Redesign survey
Organizational Restruc-ture• Hierarchical chapter organi-
zation• Point system based on par-
ticipation• Rewards for visiting other
chapters
Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation
Action PlanDevelop specifics on membership levels &
rewards
Notify dealers and chapters
Create survey
Initial survey
Evaluate survey results & implement changes
Chapter officer elections
End of year survey
0 2 4 6 8 10 12 14
Months
Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation
Risk Mitigation• Uniqueness and exclusivity through the original
• Nature of events organized by local chapters
• Achievement through recognition in the Hogs Tales magazine
• Awarding of points for visiting other chapters
• “Meet the Management” events at key-city chapters
Q & A