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    Vijay Krishnani
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    Harley-Davidson is launching its motorcycles and merchandise in India, targeting male riders between 22-55 years old earning over 50,000 rupees annually. HD recognizes India's vast terrain and growing motorcycle market. It plans to use events, dealerships, and promotional initiatives to build its brand and culture in India. While HD's main focus is the experience over sales targets currently, it expects the premium motorcycle market in India to grow as infrastructure improves and more brands enter the market.

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    Harley Davidson by Vj

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    Harley-Davidson is launching its motorcycles and merchandise in India, targeting male riders between 22-55 years old earning over 50,000 rupees annually. HD recognizes India's vast terrain and growing motorcycle market. It plans to use events, dealerships, and promotional initiatives to build its brand and culture in India. While HD's main focus is the experience over sales targets currently, it expects the premium motorcycle market in India to grow as infrastructure improves and more brands enter the market.

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    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
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    66 views12 pages

    Harley Davidson by VJ

    Uploaded by

    Vijay Krishnani
    Harley-Davidson is launching its motorcycles and merchandise in India, targeting male riders between 22-55 years old earning over 50,000 rupees annually. HD recognizes India's vast terrain and growing motorcycle market. It plans to use events, dealerships, and promotional initiatives to build its brand and culture in India. While HD's main focus is the experience over sales targets currently, it expects the premium motorcycle market in India to grow as infrastructure improves and more brands enter the market.

    Copyright:

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    of 12

    HARLEY DAVIDSON

    -VIJAY KRISHNANI
    HD says --

     India got million young riders(2nd largest


    motorcycle user country)

     India has vast highways and variations in terrain

     north to ride into the mountain ranges, south on


    the endless coastal roads, to the west in to the
    deserts or even East through the greenery – we
    have a bike for every terrain.”
    Sanjay Tripathi, Marketing Director,
    Harley-Davidson India
     Enthusiast motorcyclist

     Experience- Yamaha, Honda, Piaggio and


    Royal Enfield
    HD launched in India--
     12 motorcycles from each of the 5 Harley-
    Davidson families in addition to Authentic
    Harley-Davidson riding gear
     Apparel,Merchandise from HD MotorClothes

    collection
     Dealership- New Delhi, Mumbai, Chandigarh,

    Hyderabad and soon-to-be-launched in


    Bangalore
     Price- between Rs 6,95,000 and Rs 34,95,000
    What is Target Audience--
     Gender - male

     Age group - 22 to 55 years

     Income - 50,000 above


    What marketing initiatives using HD
     360-degree approach
     Riding events
     Boot camps
     Harley Rock Riders
     Interactive website
     Opening of our dealerships
    ….
     H.O.G. (1.4 Million members)
     Introduction of our products
     Launch of a wide range of apparels
     Merchandise
     Parts and accessories
     Finance initiatives and more experiential

    events.
    Sales and revenue targets for 2010
     We want the Harley-Davidson experience and
    the cult to be understood and enjoyed first

     Creating unique opportunities for riders to


    congregate, ride and experience the full
    power of the brand.

     Nearly 1,000 units of big bikes (800cc and


    above) were sold in India in 2009.
    Product Positioning
     HD says–

    We are not just a motorcycle company or just


    about technology or racing we are a culture
    on two wheels and this is our positioning in
    India. Our brand truly stands for freedom,
    passion and self expression.
    How HD perceive the market grow in
    the next five years--

     With global big bike manufacturers planning


    to set base in India, it will help increase the
    customer base and will be great for the
    market
     It believe India will soon be known the world

    over as an ideal riding destination. With


    highways improving the premium motorcycle
    market will further get a boost.
    Creative and media agencies?
     Republic from Mumbai (creative as well as
    strategic) and Saatchi & Saatchi
    THANK YOU

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