POSSE RIDE

HARLEY DAVIDSON

HARLEY - DAVIDSON

American motor-cycle manufacturer Founded during the first decade of 20th century

Sells heavyweight (over 750 cc) motorcycles designed for cruising on the highway
Total Revenue : US $ 5.7 bn Total employees : 9,700 (in 2007)

BACKGROUND OF HARLEY OWNERS GROUP

A motorcycle enthusiast club sponsored by HarleyDavidson Motor Co. Formed in 1983 To enhance the H-D lifestyle experience, and to bring the company closer to its customers

H.O.G. Rallies
Destination Rallies Rolling Rallies

DESTINATION RALLIES
Riders assemble in a single destination that remains the same Attract all the major manufacturers of motorcycles and accessories Beneficial for riders constrained by time and family structure Costly to the Company and also require high labour force

In 1999 rally, 150 H-D employees had to devote a week of their work year to rally staffing

ROLLING RALLIES

Unlike destination rallies, begin and end at different places Stopover points are ideal merchandising opportunities Each rally include a specific theme that is somehow unique to the route

Made for real bikers

Extremely time intensive

POSSE RIDE
High adventure and Low cost rolling rally First ride in 1997 : coast to coast in Portland

Approximately 250 riders geared up

Events full of spontaneity and momentousness

Story nights Posse oath

Second ride in 1999 : border to border from Mexico to Canada

About 425 HOG members registered

WHY SHOULD HARLEY CONTINUE TO SPONSOR POSSE RIDE

It is the largest congregation of Harley enthusiasts. Gives Harley the biggest pie in terms of word of mouth publicity without spending a dollar. Enhances the brand equity of Harley as an experience rather than just a bike. Connects Harley to the most enduring and dedicated fans of Harley Bigger returns sustaining lower costs wrt Destination rallies Involves even non bikers with the local dealers and enhances brand Harley.

ROLE OF POSSE RIDE IN HOG EVENT MIX

Survey suggests bikers make lifelong friends during the rally Riding a Harley has become a part of their identity The oath before the rally imbibes a sense of camaraderie among the bikers Gives the management a chance to understand the needs and demands of the customer Develops a culture wherein people are encouraged to value freedom and take up challenges Does wonder to the Harley Davidson brand

WAYS TO INCREASE PROFITABILITY AND EFFECTIVENESS

Successful routes of the past can be repeated for amateur participants Selection of routes can be more democratic Increased participation of employees Establishment of a baseline for dealers regarding the arrangements Splitting of the total size of the team

THANK YOU !!!

SPLITTING OF THE TOTAL SIZE OF THE TEAM

Instead of starting from a single point, two teams can start from opposite directions Arrangements can be made to receive both the teams at a common point Can instill a sense of mission to the bikers Number of participants will increase Increased exposure time for dealers

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