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Harley- Davidson Anakshi Dhama (12BM60022) Muralidharan U (12BM60070) Prasanth P Solai (12BM60086) Prakash Murali (12BM60094) Tripti Srivastava (12BM60096) The cult Brand !!!!

Harley davidson

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Page 1: Harley davidson

Harley- DavidsonAnakshi Dhama (12BM60022)

Muralidharan U (12BM60070)

Prasanth P Solai (12BM60086)

Prakash Murali (12BM60094)

Tripti Srivastava (12BM60096)

The cult Brand !!!!

Page 2: Harley davidson

Introduction

• Arthur & Walter Davidson and William harry founded HD in 1903

• Head Quartered in Milwaukee, Wisconsin, US.

• Positioned as a Cruiser among the niche high net worth individuals.

• Prominent Models include:

• XL Sportster series

• FL Series

• Fat boy special and many more

Majorly used by

Page 3: Harley davidson

The HLD- Unearthed

Positioning:

Core brand values:

• Dream cruiser

• Macho Machine

• A scorcher on the road

“Road starts here,

it never ends”

Page 4: Harley davidson

The Macro Analysis

Political:

• Considering HD as

American Idol

• High Import Duties

• Regulations and road

rules

Social:

Economic:

Environment Technology:

• Diverse life

• Average Indian age 45+

• Consumer preferences

for Commuting

Vehicles

• Emission norms

• Sound control &

Regulations

• High octane 97 fuel

• Technological

Advance

• Constant innovation

and customization

• Changing consumer

trends with technology

• Price Sensitive

consumers

• Higher tariff rate

with 30%

• Fluctuating economic

scenario & recession

Page 5: Harley davidson

Factors for Selecting markets

Machos:• Stylish

• Power

• Trendy

Pride:• Unique product

• Veblen good

• Cult brand

• Proud HOG

member

Leisure :• Bikers

• Road trip freaks

• Bike lovers

Lifestyle& Status:• Social class

• Sophistication

• Personality

• Values and beliefs

Source: Bradgagement – Report on consumer statistics of

heavy weight bikes.

Page 6: Harley davidson

Factors for Selecting markets

Income:• Increase in disposable income

• High net worth Individuals

increasing at more than 20%

Location:Tier I cities where millionaire &

billionaire lives

• Tier II cities which cities also

growing at a much higher rate

Regulations:• Tax in heavy weight motorcycle

segment

• Emission & sound control

norms

Infrastructure :• Proper road conditions

• Government spending in roads

• Ease of use in Indian roads as it

accelerates from 0-100 KMPH

in 0-40 seconds

Other Factors:

• Age

• Biking as a hobby

• Competitors

• Cultural and

societal factors

• Adventurists and

ease of access to

adventure

locations

• Availability of

dealers and highly

qualified

mechanics

• Supply of high

octane-97 fuel

Page 7: Harley davidson

Distributor- Moving the cruiser

Distributors:

• 9 Distributors Across India

• Distributors are themselves a

passionate bikers

• Distributors are located in all

tier I cities and emerging tier

II cities

• Each distribution center is

located in proximity to an

high way and an adventure

touring spot.

Page 8: Harley davidson

India- A Luxury market

Source: Economic times

• India's luxury Market will increase from $14.73 billion by 2015 from $ 8.21 billion

• 30% increase in the luxury customer base from smaller cities.

• Consumer Spending is expected to increase by 4 times to $3.6 trillion by 2015

• 64% of Indian working population in the age group of 15- 64

• Per capita income at INR 46221 per annum and to grow by 25% in 2015

• 81 million households falling into the upper middle class and high-income bracket

• Extremely competitive market

• FDI Inflows of over US$ 15 billion

• India and China together account for words 11% of the luxury market.

Page 9: Harley davidson

India- A Luxury Market

Source: Reuters

India was among top 10 countries in HNIs in 2010

and grows at an average 23 % year on year.

Page 10: Harley davidson

India- A Luxury market

Source: ATKearney Report on luxury Market

Page 11: Harley davidson

India- A Luxury market

Source: Live mint

Page 12: Harley davidson

Harley Fever in India• 2400+ units sold and the demand

grows at an average 40%

• Women are also becoming the

proud owners of this mean

machine..

Page 13: Harley davidson

Post Launch Marketing issuesAvailability of the product at right time. The

delivery time of Harley Davidson bike hovers

around more than 6 months. Keeping up with time

is as this will lead to the company to loose to its

competitors.

Distribution: Distribution and channels playa vital

role in post launch of the product. The number of

distributors are very low and the company has

only 9 distributors through out India.

Communication: Promotion of the product is of

paramount importance in making the product

success. The consumer has to be made aware of the

product and the qualities which distinguishes it from

others.

Page 14: Harley davidson

Post Launch Marketing issues

After sales service: After sales service and customer

relationship management is vital for the success of a

product. Customers issues has to be addressed and service

to be provided to them on time. Availability of trained

mechanics and spare parts is a crucial factor for success

Availability of Complements: Most of the Harley bikes

require Octane -97 fuel for its operation. Availability of

such fuel is most important issue as this creates

unnecessary havoc among the consumers and make the

consumers unhappy.

Market research Issues. After launching the product

and its course in the market, one would figure out the

demand and sales are not consistent with predicted

values. This is a possible case of improper and

inadequate research .

Page 15: Harley davidson

Issues- RedefinedWaiting time reduction: waiting time can be reducing

by creating a manufacturing plant in India, Instead of

selling it as Completely Built Units (CBU). India is also

becoming the hub for Asia pacific and gulf nations.

Distribution can be enhanced by adding more

distributors in the prime location and also in the tier II

cities. The company can also look for franchise model

as it woks well for country like India

Marketing communication can be improved by

advanced advertising techniques and campaigns.

Online marketing and bike campaigns are powerful

tool in creating an impact in the minds of the

consumer. Game shows in Big malls will also add to

the marketing communication.

Page 16: Harley davidson

Issues- RedefinedThe availability of its complements like octane-97

fuel can be enhanced by forming a strategic

alliance ship with some of the oil marketing firms.

After sales service can be improved by forming a separate

CRM team and to solve the customer issues accordingly.

Training of mechanics at local service shops will reduce

time of travelling of mechanics from location to location.

Also availability of spare parts has to be taken care to

satisfy the customer at any time.

Market Issues has to be addressed by revisiting the

parameters considered and understanding the market

fluctuations dynamically. Also one can create market by its

product differentiation strategy.

Celebrity Endorsement can be done to gain more

customer attraction in India where people tend to

get influenced by their dream personalities.

Page 17: Harley davidson

Issues- opportunitiesAll the above issues can be converted

to opportunities if the company comes

up with right strategy at the right

time….

Product Positioning: Since Harley is new

brand to Indian consumers, after the

marketing information, the brand has to be

positioned with its core brand values to make

the brand as successful one.

Page 18: Harley davidson