Angela Juang, Bo Brown, Daniel So

Building the Harley-David-son Brand Community

Background & Issues

Objectives

Opportunities

Recommendation

Action Plan

Risk Mitigation

Q & A

Agenda

Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation

The Problem

Less profitability

Negative effect on brand com-munity

Lower cus-tomer loyalty

Less active membership

Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation

The Problem

Wou

ld sig

n up

aga

in

Wou

ld b

uy ano

ther

Har

ley

Har

ley un

ders

tand

s ridi

ng

Feel a sen

se o

f kin

ship

Hav

e m

ade lif

elon

g friend

s

I und

erstan

d Har

ley

Wou

ld rec

omm

end

a friend

Satis

fied

with H

OG

Har

ley re

pres

ents m

e

Har

ley is p

art o

f my lif

e

Uniqu

ely Har

ley ev

ent

Har

ley ca

res ab

out m

e

Har

ley un

ders

tand

s m

e0

1

2

3

4

5

6

7

Posse Ride Feedback Statistics

Pre-ride meanPost-ride mean

Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation

The Problem

Wou

ld sig

n up

aga

in

Wou

ld b

uy ano

ther

Har

ley

Har

ley un

ders

tand

s ridi

ng

Feel a sen

se o

f kin

ship

Hav

e m

ade lif

elon

g friend

s

I und

erstan

d Har

ley

Wou

ld rec

omm

end

a friend

Satis

fied

with H

OG

Har

ley re

pres

ents m

e

Har

ley is p

art o

f my lif

e

Uniqu

ely Har

ley ev

ent

Har

ley ca

res ab

out m

e

Har

ley un

ders

tand

s m

e0

1

2

3

4

5

6

7

Posse Ride Feedback Statistics

Pre-ride meanPost-ride mean

Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation

The Problem

Wou

ld sig

n up

aga

in

Wou

ld b

uy ano

ther

Har

ley

Har

ley un

ders

tand

s ridi

ng

Feel a sen

se o

f kin

ship

Hav

e m

ade lif

elon

g friend

s

I und

erstan

d Har

ley

Wou

ld rec

omm

end

a friend

Satis

fied

with H

OG

Har

ley re

pres

ents m

e

Har

ley is p

art o

f my lif

e

Uniqu

ely Har

ley ev

ent

Har

ley ca

res ab

out m

e

Har

ley un

ders

tand

s m

e0

1

2

3

4

5

6

7

Posse Ride Feedback Statistics

Pre-ride meanPost-ride mean

Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation

Background• Harley Owner’s Group (HOG)

• Facilitate lifestyle experience based on Harley-Davidson

• Membership > 500,000

• Destination Rallies

• Rolling Rallies

Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation

ObjectivesBuild a

strong brand community

Raise aver-age satisfac-

tion with HOG

Raise active membership

Raise post-event survey

scores

Increase brand loyalty

Increase cus-tomer com-munication

Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation

Option 1: Expand Posse Ride

Occupational / Geographi-cal Segmentation

Multiple Posse Rides per year

Increased member satis-faction

Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation

Option 1: Expand Posse RideBenefits

• Increased satisfaction in multiple member segments

• Increased customer-management interaction

• Increased ease of coordination

• Increased member participation while retain-ing exclusivity

Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation

Option 1: Expand Posse RideRisks

• Decreased member interest with loss of over-all exclusivity

• Decreased member interest with loss of nov-elty

• Increased planning costs

• Increased strain on management

Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation

Option 2: Eliminate Posse RideEliminate man-agement-coordi-

nated Posse Rides

Provide activities to bring local

chapter members together

Set up hierar-chical structure

to rank members

Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation

Option 2: Eliminate Posse RideBenefits

• Increased customization

• Increased integration of Harley Davidson in cus-tomer’s daily lives

• More Active Membership

• More brand loyalty

• Less discontentment among members

Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation

Option 2: Eliminate Posse RideRisks

• Disregarding the need of members who want exclusivity and prestige

• Lack of interaction among members from different geographical locations

• Absence of management interaction with members

Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation

Recommendation

Eliminate Posse RideEmpowered members define the brand

Procedural Restructure• Chapters organize their own

“Posse Rides”• Chapters register & publi-

cize rides with HOG• Redesign survey

Organizational Restruc-ture• Hierarchical chapter organi-

zation• Point system based on par-

ticipation• Rewards for visiting other

chapters

Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation

Action PlanDevelop specifics on membership levels &

rewards

Notify dealers and chapters

Create survey

Initial survey

Evaluate survey results & implement changes

Chapter officer elections

End of year survey

0 2 4 6 8 10 12 14

Months

Background & Issues Objectives Opportunities Recommenda-tion Action Plan Risk Mitigation

Risk Mitigation• Uniqueness and exclusivity through the original

• Nature of events organized by local chapters

• Achievement through recognition in the Hogs Tales magazine

• Awarding of points for visiting other chapters

• “Meet the Management” events at key-city chapters

Q & A