Case Analysis:

Building Brand Community on the Harley-

Davidson Posse Ride

Presented by Group 6, Section A
13P030 Amol Parab
13P103 Ritwik Raj
13P177 Tarun Gupta
13P217 Niket Gupta
13P236 Bhaumik Shah
13P241 Dhaval Thacker
CASE CONTEXT
Factory sponsored motor cycle enthusiast club
HOG was established in 1983
- To neutralize the negative effect of outlaw biker
gangs
- To enhance Harley Davidson lifestyle experience
- To bring it closer to its customers
In 90s HOG moved into global arena with
International and local chapters
Active HOG member - $5575 (1/3
rd
of total
members)
Inactive HOG member - $4725


POSSE RALLY
Rolling Rally
High adventure and low cost
Focus on Riding
Little planning and unstructured
Based largely on spontaneity
Certain events evolved from Posse
environment and became rituals like story
nights, Posse oath




Demographics

Male 87%
Median Age 41 years
Income - >$55000
Profile Retired,
successfully self employed
The Types of Brand Communities

Brand Network


Brand
Meritocracy

Brand Cult

Brand Forums


Ambassador
Club

Advisory Panel

Fan Club


Brand Nation

Influencer
Group
HIGH
HIGH
LOW
LOW
Depth of
Involvement
Exclusivity
Customer centric model of Brand
Community

BRAND
The rally offers settings that enhance core brand
associations such as camaraderie, freedom,
adventure,
discovery, irreverence, the purchase of Harley
branded
goods, and that extend brands reaches into
consumers lifestyles.
PRODUCT
The ride fosters enthusiasm for the sport of
motorcycling,
supports the customers riding habits, provides
challenges and peak experiences to increase their
commitment, and to deliver a lifetime experience.
CUSTOMER
The journey fosters the cultivation and development
of social processes and links riders together by taking
part in shared rituals, events, and activities and by
supporting one another through the challenges and
crisis that arise.
MARKETER
Riding side by side with consumers gives managers
an incomparable opportunity to get to know them
first, to find out what matters to them, and to deepen
the collaboration especially regarding future product
developments.
FOCAL
CUSTOMER
(Source: according to McAlexander/Schouten/Koenig 2002, p. 39)
SWOT ANALYSIS
STRENGTH

High customer engagement
Shared consciousness that connects
members to the brand
Brand awareness
WEAKNESS

Manage travel arrangements
Difficult for working class people to
participate

OPPORTUNITY

Emotional connection to the brand
A sense of belonging
More focus on riding in Posse ride
Issues with destination rallies
Labor intensive
Expensive
THREAT

Uncertainty due to non structured
drives
Blackhill rallies, Bikeweek These
rallies get much more participation
POSSE RIDE SURVEY RESULTS
Increase in Ratings Decrease
Would Sign up for another
Rally
Buy another Harley Davidson
Feel sense of kinship with
other owners
Made life long friends
because of H.O.G
Would recommend this ride
to a friend
Harley says a lot about the
type of person I am
Only Harley could put on an
event like this
I understand what Harley is all
about
I am satisfied with H.O.G
My Harley is an integral part
of my daily life

Harley cares about its
customers
Harley really understands
customers needs

RECOMMENDATIONS
Posse should be continued
If needed additional resources should be added
to improve customer satisfaction levels
Company should see it more as a learning activity
then a profit making activity
Increase the no of registrations to target more
owners and leverage their common passion
Dealerships should be more integrated into the
Posse Rides.

Thank You!