Section C Group 8

Company’s background
The Harley owners group (H.O.G) is a factory sponsored motorcycle enthusiast club. The Harley Davidson
motor company formed the group in 1983 mainly to enhance the Harley Davidson experience and to bring the
customers and company closer to each other.
Questionnaire:
What went right in the H.O.G rallies?
 Links rider together in a broader community. It helps in broadening landscape and horizon
 It helps in getting away from stress life and the customers feel good.
 Provides those thrills, excitement and memorials (t-shirts. Tattoos etc.)
What went wrong in the H.O.G rallies?
 Augmented product evaluated less
 T-shirts fiasco which showed inconvenience to serve customers on right time.
 H.O.G members felt lack of concern for their personal choices like route selection and rally execution.
How can H.O.G redesign the product to make the experience better?
 We have to increase our geographical concentration by designing routes in such a way that it covers
historical places and unique destinations that are not experienced to customers.
 To create share interest and inclusiveness H.O.G should change its traditional feedback mechanism and
conduct proper surveys.
Have these rolling rallies earned their place in the H.O.G portfolio?
 Increase in customer base by 2 times i.e. 400 from 200 thereby increasing their revenues by $474000.
 Bring the company to its customer by learning experiences and fulfilling the goals which are stated for
H.O.G.
 Improves Harley Davidson lifestyle experience and creates a positive influence on mind of customers.
Do they address corporate marketing goals?
 Customer centric model that help them to know about their customers and shape their future customer
interaction with the product.
How could we maximize profit making potential?
 Apart from annual membership the active H.O.G members were also spending on parts & accessories
and general merchandise.
 With the aim to increase its customer base and profitability from rolling rallies and destination rallies
irrespective of its huge involvement in adventurous activity.
 The customers participating in the rally had so many reasons for choosing to participate on posse ride
and also to recommend this program to their acquaintances, this suggest a probability of word of mouth
marketing as well as retention of existing customers.
 Although there were slight disappointment amongst the customer about the way ride is done but they
carried the memories and stories that would establish the great posse ride as a legendary ride in the mind
and hearts of customers.