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Harley Davidson Kotler Mini Case Analysis
- 1. Case Study
- 2. Harley-Davidson, Inc. is an action-oriented, international company, a leader in its commitment to continuously improve their mutually beneficial relationships with stakeholders.
- 4. It has twice escaped bankruptcy but is today one of the most recognised Motor vehicles brand in the world.
- 5. THEY CREATED LONG TERM LOYALITY RELATIONSHIPS
- 7. What Makes People So Loyal?
- 8. From CEO to Sales Executives All maintain personalized relationships with customers Understanding customers and their changing needs
- 9. Listening to customers and addressing them creates an extraordinary unique customer experience. “To ride and have fun” Conveys image of freedom and adventure.
- 11. Empowers users to express their individualism through H.O.G.
- 16. Has over 1 million members across 1,400 chapters. The H.O.G program
- 17. Connecting With New Generation
- 20. Summary 1. ABOUT HARLEY AND ITS OFFERINGS 2. LONG TERM LOYALTY 3. PERSONALIZED ATTENTION 4. PLATFORM TO EXPRESS INDIVIDUALISM 5.H.O.G AND BENEFITS 6.CONNECTING WITH NEW GENERATION 7.WHAT CAN BE DONE BETTER?
- 21. Disclaimer Created by Ashish Malani, PICT-Pune , during a marketing internship under Professor Sameer Mathur, IIM Lucknow.
Editor's Notes
- This presentation is about a mini case on Harley Davidson from the famous marketing book of Philp Kotler.
- Harley Davidson is not just a motorcycle company it’s a brand, its an action oriented company known for its commitment towards its costumers.
- It provides wide range of offerings from 500cc to 2000 cc bikes, all its bikes are well known for being custom in design. And the legacy of Harley’s iconic engine is unknown to no one.
- How has this company created this legacy and such an amazing brand equity? Well it was all possible because of the long term relationships the company made with its customers!
- When you ask owners about how is the customer service of Harley is it good or bad? You know what they say, they say it’s an experience worth having!!
- Lets check out..
- .From CEO to sales exec , all maintain personaized relationsships with customers Undertaing customersa and chaning needs
- Listening to customer and addressing them creates an extraordinaty unique customer experience. No only this but also the way Harley advertises it self makes it a very unique brand
- These are few posters showing Harley’s Advertisements!!
- Empowers users to express their individualism through H.O.G. HOG , discounts and befeits and community with same interests. Not only offers rides but also people with who they feel attached and bonded(other owner divers)
- Desire to connect with the brand is strong because it is linked to aspirational lifestyle.
- The bikers code, as they call it!! They are quoted saying
- Harley Davidson offers Roadsise assistance to all its drivers all over the globe!!
- The diversity of people buying Harley can be clearly understood from the slide ,, As we see everyone from doctors to payers to pilots to engineers all are part of the famous harley owners group
- As a matter of stat I would like to bring to your notice that the HOG program of Harley has over 1 million members!!
- What more can harley do to attract youth and new generation, Well they can leverage on the platform that the social media provides!!
- There is a large community out there who can be potential riders of tomorrow, Harley should try to make a conncetion with these segments through varioud interactive events.
- If there is anything more important than attracting new cust , then it is retaining the ones you have!!
- Now quickly summarizing the major points we covered in this presentation