Harley davidson
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The marketing plan aims to address Harley Davidson's aging customer base and lack of appeal to younger consumers by targeting "Young Influentials" ages 18-34. The plan proposes introducing more affordable, sportier motorcycle models and promoting safety classes to overcome resistance. Marketing strategies include TV and magazine ads targeting this demographic, dealership events, and product placement in movies and TV shows popular among Young Influentials. The goal is to increase brand awareness, purchases, and switching by 30% and 20% respectively within 5 years.
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Harley davidson
- 1. Harley DavidsonMarketing PlanGV Marketers:Josh BaileyCara DavidsonKatelyn ScheurerSandra Suryak
- 2. Problems to be AddressedAging Customer BaseCustomers have less discretionary incomeNow seen as a middle-aged nostalgia brand
- 3. Marketing ObjectivesIncrease brand awareness by 30%Increase purchases by target audience by 20%Increase brand switchingDecrease or remove potential customer resistance
- 4. Who Is Our Target Market? ¡°Young Influential's¡± Younger, without kidsMiddle-class singles & couplesBachelors & Bachelorettes Preoccupied with balancing work and leisure Median income- $50,454http://www.claritas.com
- 5. The 4 P¡¯s- Sporty Motorcycles Product: Sporty motorcyclesAmerican MadeWe want to create more of a sportier motorcycle designed for our target audience. We hope that this will help to fulfill our Marketing Plan Objectives.
- 6. The 4 P¡¯s- Sporty Motorcycles Promotion:Advertising in movies- 30% of Marketing budget Vibrant and humorous TV commercials during popular TV shows aimed at changing their ideas concerning motorcycles and the ¡°lifestyle¡±-Ex: Family Guy, MTV¡¯s Teen Mom, etc. 40% of Marketing budgethttp://www.anomalousmaterial.com
- 7. The 4 P¡¯s- Sporty Motorcycles Promotion:Print ads in popular magazines-Ex: Vibe Magazine10% of Marketing budget Events targeted towards ¡°Young Influential¡¯s¡± in the Spring and Summer- Ex: Chicago IL, Grand Rapids MI20% of Marketing budget http://factfinder.census.gov
- 8. The 4 P¡¯s- Sporty Motorcycles Place:Store locations and events held in highly populated locations of ¡°Young Influential¡¯s¡± Ex: Chicago IL, Grand Rapids MI, other U.S. and international cities.Dealer ¨C Customer relationship and experience greatly valued Featured at Auto Showshttp://factfinder.census.gov
- 9. The 4 P¡¯s- Sporty Motorcycles Price:Reasonable prices to accommodate for the economic problems and to aim towards younger audience, but not too low to affect the high quality of Harley Davidson¡¯s or de-value other bikes. Economic problems created a lack of dispensable income.
- 10. The 4 P¡¯s- Riding & Safety Classes Product: Riding & Safety Classes We want to be able to provide our customers with courses in learning how to ride their bikes (ex: New Rider Course) and provide them with safety lessons. This will help to decrease potential customer¡¯s resistance to owning a motorcycle. http://www.harley-davidson.com/wcm/Content/Pages/Get_On_A_Bike/Learn_To_Ride/new_rider_course.jsp
- 11. The 4 P¡¯s- Riding & Safety Classes Promotion:Same events targeted towards ¡°Young Influential¡¯s¡± in the Spring and SummerPrint ads in magazinesTV commercials on popular shows.Free safety course offered when a new motorcycle is bought.
- 12. The 4 P¡¯s- Riding & Safety Classes Place:Dealer and Store Locations
- 13. The 4 P¡¯s- Riding & Safety Classes Price:Riding Courses- $250 per person per courseSafety Classes- free with the purchase of a motorcycle
- 14. Timeline We want our Marketing Plan be fully successful and meet our objectives within 5 years or less. This goal is highly reachable and attainable.
- 15. DifferentiationDifferentiate from cars/trucks by promoting benefits of motorcyclesMotorcycles get about 40mpg on average Cars get about 24 mpg on average 40,000 people killed by car crashes each year. Only about 4,700 from motorcyclesDifferentiate from other motorcycle companies Already have a lot of experience and have great quality bikes Goal should be to have the best customer service to enhance customer loyalty Could provide safety awareness classesOut of the top 5 biggest motorcycle companies, Harley Davidson is the only one that is manufactured in Americanhttp://www.alphatrainingcenter.com/ ?http://nm.msf-usa.org/msf/ridercourses.aspx?state=MI
- 16. Positioning New, sporty, fun! Over 700 billion dollars spent on entertainment & recreation Want customers to consider Harley Davidson when looking to spend money on entertainment and luxury itemshttp://www.wichitachristiannews.com/index.php?option=com_content&view=article&id=212:lifestyle-statistics-a-lifestyle-fact-to-ponder&catid=35:last-24h-news