Harley-Davidson: Evolution of Marketing Strategy
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Case Details:
Case Code : MKTA014
Case Length : 14 Pages
Period : 1997-2003
Pub Date : 2003
Teaching Note :Not Available
Organization : Harley-Davidson
Industry : Motorcycle Industry
Countries : USA
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Excerpts Contd...
Leveraging the Brand
H-D believed its key strength lay in its brand image rather than technology. It had built its brand image by expressing the emotional bonding of American Youth.
H-D's Ex-President and CEO, Richard Teerlink said,
"The bike represents to America, the adventurous pioneer spirit, the wild west, having your own horse, and going where you want to go - the motorcycle takes on some attributes of the iron horse. It suggests personal freedom and independence. Brand loyalty for H-D is emotional.
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The H-D's symbol is based on a pattern of association that includes the American flag and the eagle; reflective of the passion for freedom Americans enjoyed."
H-D measured brand loyalty by the percentage of men and women who tattooed the
company's logo on their body. By that measure, H-D had the highest loyalty of
any brand in the world. The most popular tattoo in the US was the H-D shield.
Many H-D owners, even those who did not have tattoos, saw H-D as an important
part of their identity.
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The experience of riding an H-D, or even an association that came from wearing H-D clothing, was a way for some to express their individuality.
H-D had a vigorous global program of trademark registration and enforcement...
Looking Ahead
H-D's ambitious vision was to more than double its production for the company's 100th anniversary.
The company had decided on a 9.6 percent annual increase in motorcycle production to 289,000 in 2003... |
Exhibits
Exhibits I: H-D: Demographic Profile of Customers
Exhibits II: H-D: Types of Motorcycles
Exhibits III: H-D: Market Share
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