Harley-Davidson has a rich history inthe United States. Founded in Milwau-kee, WI in 1903 by William S Harleyand Arthur Davidson. The first bikeproduced was a single-cylinder enginein 1905 and 1906 with a 26.84 cubicinch engine. In 1907 they built the53.68 cubic inch V-twin engine. DuringWWI they made 15,000 motorcycles forthe military; creating their name as theAmerican motorcycle. After survivingthe great depression the company wenton to produce 90,000 motorcycles forWWII in essence securing their title. Inthe 60’s Harley-Davidson became infa-mous with the motorcycle gangs suchas Hell’s Angels and Bandinos. Then inthe year 2000 the company introducedthe motorcycle version of Ford’s F150.Today it is a company that stands forpower and American ingenuity.
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Situation Analysis: History
For this campaign the media objectiveswill be to reach 60% of the targetaudience with a frequency of 2.5. Thisreach and frequency will enable us toaccomplish 150 Gross Rating Points.These objectives will be executedthrough a campaign that will reach itspeak during the summer. The campaignwill use a combination of nationaland spot advertising with mediabuys in television, radio, magazines,outdoor, internet and direct mail.The spot market will focus on eightmajor markets: Los Angeles, NewYork, San Francisco, Phoenix, Chicago,Philadelphia, Washington DC andDallas. By using these media we willbe able to reach our target audienceand position Harley-Davidson as theauthentic experience provider of powerand individuality.
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Harley-Davidson is a nationallyrecognized American brand. However,it has been having problems with itsaging customer base and increasedcompetition for the youngerdemographic. The marketing goalsare to increase sales within our targetaudience by 3 percent. That wouldincrease the current 1,311,000bikes with in our target audience to1,350,330 bikes sold. We also plan toincrease product awareness by 15% inout primary target audience. In order toaccomplish these goals we will increasemarketing in our 8 spot markets as wellas market to a younger demographic.The decision was made based on thecurrent trend of Harley customer baseaging and the need to increase the theircustomer base.