REJUVINATING HARDLEY DAVIDSON PERFUME

UNDERSTANDINGS Category growth has slowed significantly vis-à-vis 2005-2010. Slower

growth trajectory. Men’s category twice the size of women. “No Gas” has caught the imagination of the value conscious customers. Innovation/innovative approach in category.

FOGG- No gas(INDIAN) EVA- Non- Alcoholic(INDIAN) English Blazzer –Trigger Spray(Imported)

India manufactured brands gaining traction as import duties hinder re-investment in advertisements and store margins.

FAILED BRAND EXTENSION

REVENUE

OVEREXTENDING BRAND

Lost Focus

Ties

After shaveBaby cloths

DIFFERENTATION

•Creating unique desirable product and service

COST LEADER

•Offering a product or service at lowest price

FOCUS•Offering a specialized service in a niche market.

POTTER’S GENERIC STRATEGIES

FOCUSSe

gmen

ting • Psychograph

ic segment -• Personality

traits, values, attitudes, interests, and lifestyles of consumers

Targ

etin

g • Harley Davidson has brand identity of being TOUGH.

Posit

ioni

ng • The positioning of Harley Davidson is very strong in the mind of consumers as a premium motorcycle brand .

HARLEY DAVIDSON-BRAND VALUE

Freedom-Go wherever you want to, whenever you want to. Authenticity-Noted for the tradition of heavy customization, oldest and

quality name in manufacturing bikes. Community Building-It has 1.4 million members, ride Planner to plan trips,

H-D photo Center for posting photos of memorable trips. Masculinity- Unique sound of the exhaust, association with icons in films. Toughness-Rugged heavy design and look of the bikes.

FAILURES OF HARLEY While motorbike and ornaments probably matched the Harley Davidson cult

heritage brand, the company had lost focus. In the 1990s, it extended the brand too far. It introduced products like wine

coolers, aftershave and perfumes. Even the loyal fans did not like the idea, as it did not resonate with the tough brand identity.

The company was clearly not focusing on what it knew best- building strong bikes.

However, perfumes and wine coolers were eroding the mystery of the H-D brand. After strong criticism from the loyal customers, the company pulled of many inappropriate products.

Harley Davidson had fallen into the trap of thinking that more products equals more sales. And it usually does, at least in the short term.

They moved away from their loyal customer base or they misinterpreted their customer.

The image of word “perfume” was completely opposite of image of Harley Davidson.

REVIEWS

REJUVENATION OF HARLEY PRODUCT FEATURES

IMPERSIVE PAKING

LONG LASTINF SMELL

MEDICALLY SAFE-NOT HARMFUL TO SKIN NOR CAUSES INFECTION

AVAILABILITY

MESMERISING SMELL

PRODUCT NAME: Furious 18 by Harley Davidson COLOUR -Musk Gold INGREDIENTS

Parfum-Parfum Woodsy and exotic citruses Freshness of green grapes aroma

Last for 3-4 days in a single spray LOOK –HELMET (D) Promoting the idea of safety The perfumes are AVIALABLE in bottles of 125ml, 75ml, 90ml, 100ml measurements

PRICING CONCEPT Costing of Harley Davidson perfume Cost per perfume 5000(75ml) 5500(100ml) 6000(125ml) 6500(125ml) Sales expectation in a year (1000 units * 5000) 5000000-cost of manufacturing (1000 units *1000) 1000000-cost of digital advertising 1000000-cost of placing product in big brand showrooms 1000000-cost of promotional campaigns 500000-other costs 500000Profit expected in a year on 1000 units 1000000

Cost of manufacturing : includes cost of making the perfume its ingredients and making charges

Cost of digital advertising: including advertising through social sites eg. Facebook , twitter, pay per click , update blog page for customer interaction.

Cost of placing perfumes in big brand showrooms: includes cost of making it available at showrooms like shoppers stop .

Cost of promotional campaigns: includes cost of launching a promotional campaign like “My Harley Story” , organising campaigns .

Other costs: packaging , distributing .

PROMOTION Will sponsor reality show Roadies 13 and Fear factor 8 Will conduct trending online polls in twitter to spread awareness Exciting offers for existing and new Harley bike owners eg. Free samples of

perfume Roping celebrities using Harley Davidson bikes to use Harley Davidson

perfume and share their stories .

CONCLUSION Focus on your brand values. If your values are ‘strong, masculine and very

rugged,’ you shouldn’t be selling perfume or wine coolers. Don’t alienate your core customers. Remember that more is less. ‘The more you add, the more you risk undermining your basic differentiating

idea, which is the essence of your brand.’ Keep it tight. Harley Davidson built its brands by staying true to what it does

best, namely making big, classic, US motorbikes Handle ‘lovemarks’ with care.

Although Roberts says that the motorbikes themselves are ‘actually pretty average’, the nature of the brand has meant that the motorbikes don’t have to be compared to others in terms of performance.

THANK YOU