Harley Davidson for Women2012 Media Plan

Robert Fornkahl & Melanie Nemerguth

SWOT Analysis

• Strengths – Increasing market• Weakness – New to the market• Opportunity – No controlling competition• Threats – Competitors

Market History

• Honda, Suzuki, Yamaha, Kawasaki, BMW, Triumph, Victory, Ducati

• Female specific clothing lines• Non-objectifying advertisements• Brochures on the safety and comfort of the

bikes

Target Audience

• Caucasian American Women 25-34 years young

• College Educated• Actively Employed• Married• House Hold Income over $50,000• Home Owners

REGION CDI BDI POPULATIONSPOT MARKETS

Pacific 100 79 1,298,000San Fransisco, Los Angeles, Seattle, San Diego

South West 100 75 826,000Phoenix, Dallas, Houston

West Central

106 126 1,134,000Minneapolis, St. Louis, Kansas City, Denver, Oklahoma City

East Central

108 115 981,000Chicago, Indianapolis, Detroit, Cleveland, Milwaukee, Louisville

New England

120 100 442,000Boston, Providence, Hartford, Portland/Auburn

Geography/Spot Markets

Outlets

Magazines

• Quintile I index rating of 111• Quintile II index rating of 112• Targeted Magazines – Fashion and health

oriented

Internet

• Quintile I index rating of 130• Quintile II index rating of 134• Facebook pages, banner ads and sidebars

Outdoors

• Quintile I index rating of 133• Quintile II index rating of 127• Billboards, building murals, bus stop stands,

and other street advertisements

Television

• Quintile I index rating of 63• Quintile II index rating of 85• Low Quintile ratings, but strong traditional

medium for reaching millions of eyes• Morning Talk Shows, Daytime, Prime Time,

and Late Night

Promotions

Bike Rallies• Daytona• SturgisBike Giveaway• 30 2012 883 Sportsters• Registered Contestants

Media Plan

Reach, Frequency, GRPs

• Reach – Lowest of 77 and High 85 for the campaign schedule

• Frequency – Aimed for 3• GRPs – Aimed for a low of 231 and a high of

255• Goal – Increase purchases of the Sportster by

3,000 in the campaign year

Budget

Magazines $7,000,000Internet 2,500,000Outdoors 1,500,000Television 6,500,000Promotions 5,000,000Total $23,000,000

Quarter OneNovember, December, January

Quarter TwoFebruary, March, April

Quarter ThreeMay

Quarter ThreeJune and July

Quarter FourAugust, September, October

Conclusion

It is important for Harley Davidson to keep the offensive and take control of this growing and profitable market.