Building the Harley-Davidson

Brand Community

Angela Juang, Bo Brown, Daniel So

Agenda
Background & Issues
Objectives
Opportunities
Recommendation
Action Plan
Risk Mitigation
Q&A

The Problem
Negative efect on brand
community

Lower
customer
loyalty

Less active
membership

Less profitability

Background & Issues

Objectives

Opportunities

Recommendati
on

Action Plan

Risk Mitigation

The Problem
Posse Ride Feedback Statistics
7
6
5
4
3
Pre-ride mean

Post-ride mean

1
0

Background & Issues

Objectives

Opportunities

Recommendati
on

Action Plan

Risk Mitigation

The Problem
Posse Ride Feedback Statistics
7
6
5
4
3
Pre-ride mean

Post-ride mean

1
0

Background & Issues

Objectives

Opportunities

Recommendati
on

Action Plan

Risk Mitigation

The Problem
Posse Ride Feedback Statistics
7
6
5
4
3
Pre-ride mean

Post-ride mean

1
0

Background & Issues

Objectives

Opportunities

Recommendati
on

Action Plan

Risk Mitigation

Background
Harley Owners Group (HOG)
Facilitate lifestyle experience based on Harley-

Davidson
Membership > 500,000
Destination Rallies
Rolling Rallies

Background & Issues

Objectives

Opportunities

Recommendati
on

Action Plan

Risk Mitigation

Objectives
Build a strong
brand
community
Increase
brand loyalty
Raise
average
satisfaction
with HOG
Background & Issues

Objectives

Increase
customer
communicatio
n

Raise active
membership

Opportunities

Recommendati
on

Raise postevent survey

scores
Action Plan

Risk Mitigation

Option 1: Expand Posse Ride

Occupational / Geographical
Segmentation
Multiple Posse Rides per year
Increased member satisfaction

Background & Issues

Objectives

Opportunities

Recommendati
on

Action Plan

Risk Mitigation

Option 1: Expand Posse Ride

Benefits
Increased satisfaction in multiple member

segments
Increased customer-management interaction
Increased ease of coordination
Increased member participation while retaining

exclusivity
Background & Issues

Objectives

Opportunities

Recommendati
on

Action Plan

Risk Mitigation

Option 1: Expand Posse Ride

Risks
Decreased member interest with loss of overall

exclusivity
Decreased member interest with loss of novelty
Increased planning costs
Increased strain on management

Background & Issues

Objectives

Opportunities

Recommendati
on

Action Plan

Risk Mitigation

Option 2: Eliminate Posse Ride

Eliminate
managementcoordinated
Posse Rides

Set up
hierarchical
structure to
rank members

Background & Issues

Objectives

Opportunities

Provide
activities to
bring local
chapter
members
together

Recommendati
on

Action Plan

Risk Mitigation

Option 2: Eliminate Posse Ride

Benefits
Increased customization
Increased integration of Harley Davidson in

customers daily lives

More Active Membership
More brand loyalty
Less discontentment among members
Background & Issues

Objectives

Opportunities

Recommendati
on

Action Plan

Risk Mitigation

Option 2: Eliminate Posse Ride

Risks
Disregarding the need of members who

want exclusivity and prestige

Lack of interaction among members from

diferent geographical locations

Absence of management interaction with

members
Background & Issues

Objectives

Opportunities

Recommendati
on

Action Plan

Risk Mitigation

Recommendation
Eliminate Posse Ride
Empowered members define the brand
Procedural Restructure
Chapters organize their own
Posse Rides
Chapters register &
publicize rides with HOG
Redesign survey

Background & Issues

Objectives

Opportunities

Organizational
Restructure
Hierarchical chapter
organization
Point system based on
participation
Rewards for visiting other
chapters

Recommendati
on

Action Plan

Risk Mitigation

Action Plan

10 12 14

Develop specifics on membership levels & rewards

Notify dealers and chapters
Create survey
Initial survey
Evaluate survey results & implement changes
Chapter officer elections
End of year survey
Months

Background & Issues

Objectives

Opportunities

Recommendati
on

Action Plan

Risk Mitigation

Risk Mitigation
Uniqueness and exclusivity through the original
Nature of events organized by local chapters
Achievement through recognition in the Hogs

Tales magazine
Awarding of points for visiting other chapters
Meet the Management events at key-city

chapters
Background & Issues

Objectives

Opportunities

Recommendati
on

Action Plan

Risk Mitigation

Q&A