Brand ManagementBrand ManagementGroup membersGroup membersAurangzeb Shaukat KianiAurangzeb Shaukat KianiQazi Adeel-Ur-RehmanQazi Adeel-Ur-RehmanShahzad AliShahzad AliUmmar AliUmmar Ali

Q#1: Why do brand Harley Davidson matters? What Q#1: Why do brand Harley Davidson matters? What challenges and opportunities Harley Davidson faced?challenges and opportunities Harley Davidson faced?

Quality and ReliabilityQuality and Reliability

QualitativeQualitative

Different eventsDifferent events

Customer ProductCustomer Product

Industrial PerspectiveIndustrial Perspective

Good InvestmentGood Investment

Shareholders Shareholders

ChallengesChallenges

1950’s – 1950’s – New contendersNew contenders Light weight motorcycles Light weight motorcycles

1960’s1960’s middle weight marketmiddle weight market Attempt to build smallerAttempt to build smaller Acquired 50 % of AREMACCHIAcquired 50 % of AREMACCHI

The first AREMACCHI Harleys were sold in The first AREMACCHI Harleys were sold in 1961. 1961.

ChallengesChallenges

19781978 Italian venture enduredItalian venture endured

Japanese cycles dominated the small Japanese cycles dominated the small and middle weight marketand middle weight market

Japanese continued to improve while Japanese continued to improve while Harley began to run out heavy, noisy, Harley began to run out heavy, noisy, vibrating, difficult to handle and poorly vibrating, difficult to handle and poorly finished machines.finished machines.

ChallengesChallenges

19751975 Continue to growContinue to grow

1980’s1980’s V-TwinV-Twin The big bore, custom motorcycles market The big bore, custom motorcycles market

Opportunities Achieved Opportunities Achieved

Year1983 - 45 %Year1983 - 45 % Year1984 - 35%Year1984 - 35% Year1985 - 35 %Year1985 - 35 % Year1986 – 15 %Year1986 – 15 % Year1987 – 10%Year1987 – 10%

Q#2: Identify the factors that led to the sustaining Q#2: Identify the factors that led to the sustaining and growing brand equity of Harley-Davidson culture and growing brand equity of Harley-Davidson culture and market over geographical boundaries.and market over geographical boundaries.

LoyaltyLoyalty

FavorabilityFavorability

Acceptance Acceptance

Q#3: What has been brand image and brand performance of Q#3: What has been brand image and brand performance of Harley-Davidson? How the thrill, fun, excitement security, social Harley-Davidson? How the thrill, fun, excitement security, social respect is the like with the behavior of Harley-Davidson respect is the like with the behavior of Harley-Davidson community?community?

Brand Image:Brand Image: sale and prestige sale and prestige powerful, macho bikes, not for the weaklings powerful, macho bikes, not for the weaklings

and childrenand children True bikes for the open road, bikes to drive True bikes for the open road, bikes to drive

through brick wallsthrough brick walls ““built on traditionbuilt on tradition outlaw’’ & “road warriors’’ outlaw’’ & “road warriors’’

Q#4: How Harley Davidson measures Q#4: How Harley Davidson measures and interprets Brand performance?and interprets Brand performance?

Advertisement Campaign always prove its worthAdvertisement Campaign always prove its worth Targeting Lead Class in proper mannerTargeting Lead Class in proper manner Managing its brand ImageManaging its brand Image Through its Brand EquityThrough its Brand Equity Special targeted to sportsmanSpecial targeted to sportsman Complete satisfaction to its customersComplete satisfaction to its customers

5.Customer relationship5.Customer relationship

Loyal CustomerLoyal Customer Different lookDifferent look Different Events by ManagementDifferent Events by Management Customer feedbackCustomer feedback Acceptability to everyoneAcceptability to everyone ReliabilityReliability SecuritySecurity FavourableFavourable

Q#6: Is there any similarity of Harley Q#6: Is there any similarity of Harley Davidson with Honda CD 70 in Davidson with Honda CD 70 in Pakistan?Pakistan?

EngineEngine

ModelModel

PricePrice

Market SegmentMarket Segment