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Live to ride

Team Members:
Amar Sharma 10/049 Anuradha Singh 10/052 Ganesh Dhoulakhandi 10/013 Neha Singh 10/111 4/23/12 Pooja Verma 10/074

CONTENTS
Introduction & History Indian Premium Bike Market Market Objectives Market Segmentation & Targeting Marketing Strategy Marketing Mix SWOT Analysis Future Plans for India
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Introduction & history

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Its a story no one on earth could have made up. Lets have a look at the journey of the greatest companies on the planet Harley Davidson.

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History
1901 1903

William S. Harley, age completes a blueprint drawing.

21,

William S. Harley and Arthur Davidson make available to the public the first production Harley-Davidson motorcycle. 15 mile race in Chicago with a time of 19:02.

1905 Harley-Davidson motorcycle wins a

1918

almost

all

the

Harley-Davidson 4/23/12

Continue
1920

Harley-Davidson is the largest motorcycle manufacturer in the world. eight National championship races.

1922 Harley-Davidson riders sweep all 1933 an art deco eagle design is panted

on all gas tanks.

1936 introduces knuckle head. 1941 production of civilian motorcycles is

almost entirely suspended in favor of 4/23/12

Continue
2003 more then 250,000 people come to

Milwaukee for the final stop of open road tour and the HD 100th anniversary celebration and party.
2009 end of the year Harley Davidson

entered into Indian Market & starts its bikes selling from Apr,2010.
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Brand Personality
Masculine Free Spirited Rugged Macho Strong Adventurous
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Understanding Indian Premium Bikes Market

The Market Stands at 700 units/year

for premium bikes (800cc & above)

The increase in per-capita income to

more than 1000$ by 2014 is expected to fuel the growth of premium bikes market.
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Premium Bikes Super Bikes Cruisers

Yamaha Kawasaki Suzuki Ducati Honda

Harley Davidson Royal Enfield

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MARKETING OBJECTIVES
To gain Heart-Share To gain Mind-Share To gain Market share To create a loyal bikers community in 4/23/12

Market Segmentation & Targeting

Geographic Demographic Psychographic Behavioral

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Marketing Strategy
High networking individual (HNI) Hospitality segment Harleys owners group Club & parties

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Deg ree of Pro duc tion Diff ere ntia tion

Differentiation focus
Hig h

Differentiation

Cost focus
Low

Cost leadership

Narrow

Broad
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Scope of Business Activities

INTANGIBLE : 1. Aura created of distinct image, lifestyle & adventure - Rugged American Individualism 2. Strong Brand Identity

Marketin g mix
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Product Attributes
Harley Davidson attributes can be grouped according to kind of Purpose it is used for
Touring Bikes: Big Twin engines and large-

diameter telescopic forks

Sports bikes:For the Sportster Evolution engines

used since the mid 1980s, there have been two engine sizes XL1100, XL1200
Dyna: Models utilize the big-twin engine (F), small-

diameter telescopic forks

Revolution: Models utilize the Revolution engine

(VR), and the street versions are designated Street 4/23/12

Price & Place

All the variants of Harley Davidsons are starting from Rs. 5.5 to 34.95 Lacs (Ex-showroom price in India)
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Promotion
Marketing Communication Programs:
v Advertising:

Print & Broadcast Ads Motion Pictures Brochures & Booklets Posters Billboards
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Cont
v Events & Experiences:

Launch at Delhi Auto Expo Boot Camp Founders Ride Media Ride Rock Riders Rallies to promote HOG Freedom Film Festival Harley Davidson India at Sturgis
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Cont
v Public Relations & Publicity:

Press Kits HOG Parties Company Magazines

v Direct & Interactive Marketing:

Web Site

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SWOT Analysi s
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Strengths:
Heavyweight engine Innovative design & product features Strong Brand Equity Financial Strengths Strong brand loyalty and HOGs Strong distribution network

Weaknesses:
High Price Competency only in Heavyweight motorcycle

segment

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Opportunities:
Growing demands for heavy weight bikes in

India.
Alliances with other automobile manufactures are

possible.
Increasing per capita income. Product and services expansion

Threats:
Baby boomers who are the potential buyers are

aging

Some competitors of Harley Davidson have larger

financial and marketing resources and they are more diversified. 4/23/12

Future Plans
32 models for India by 2012 Twin Cam 103 Engine Custom Vehicles Operation (CVO)

Road Glide Custom

10th anniversary edition of Vented V-

Rod

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conclusion

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References
http://www.harley-davidson.in/ http://www.google.co.in/ http://www.wikipedia.org/

http://bikeadvice.in/2012-harley-davidson

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