Harley-Davidson : Posse Ride

Group – 1
HOG riders :

Jaipal Mohit

Nisha Shilpa

Sumit Surender
Harley-Davidson : Posse Ride
• Presentation Harley Davidson
• HOG
• Posse-ride
 Harley Davidson
 American motorcycle manufacturer basically an American
Icon
 A way of life
 A penchant for challenge
 A mode of addressing issues at the heart of the American
community
 Sustains a loyal brand community.
 Dedicated to continuous innovation
 Harley Owner’s Group
Poise
 Factory sponsored motorcycle enthusiasts club
 Focuses on common passion, motorcycle riding
 HOG organized several Destination Rallies and Rolling Rallies
 HOG’s intention was to
• Foster customer loyalty,
• Enhance the Harley-Davidson lifestyle experience
• Deepen brand relationships,
• Primarily, bring the company closer to its consumers.
 Posse
Brand Ride
Community
 Posse ride builds resonance between different
members of the HOG community
 Posse Ride links riders together into a broad
community
 The Posse ride presents an opportunity to gain
feedback from customers in an environment of
intimacy.
 Target three critical areas - Retention, Customer
Satisfaction and Brand Equity
 Harley Davidson marketing
 Classic example of effective marketing and brand
development
 Developed a loyal community centred on its brand
 Successful in creating a way of life and attitude for
its product
 Marketing Approach
It follows a holistic marketing approach by effectively
integrating management with dealers, products, customers
and community by organizing events and rallies based on a
common patriotic theme
 Brand Community
 Complex and dynamic socio-cultural entities.
implies
 Relationships within a group who shares common brand
and the aggregated consumption activity.
 Share an ethos and a set of values leading to a sense of
moral responsibility and duty towards one another as well as
towards the brand
Customer - Centric Model of Brand Community
 Harleys Relationship
1) The development of relationships using experience based
programs
2) The development of relationships among customers
3) The development of relationships between customer and
firm
4) The effectiveness of relationship programs such as Posse
rides
 Harley Davidson history
http://oldfella.com/harleyhistory.html
Recommendations for marketing the brand for the next decade
 Harley should continue to sponsor HOG, and the Posse Rides.
 More resources should be spent on the Posse Rides to meet the rising
expectations of participants
 Dealerships should be more integrated into the Posse Rides.
 The Posse Rides should not be seen as direct profit centers
 The dealer network should also be used by the Posse Rides to solve
logistical problems such as the T-shirts fiasco
 Suggestions:
 Harley Davidson should repeat successful routes
 Conduct follow-up a month after the event
 HOG members should be consulted and involved in route selection
 Create spontaneity during the ride
 Harley Davidson has to ensure 5 minutes of interaction with the rider's
during the event
 Convey that Harley Davidson understands the joy of riding a bike
 Make the customers feel special and unique during the ride
 Situation

Suggestions:
 Get the Harley Davidson employees to spend more time to with the
customers.
 Conduct follow-up a month after the event
 HOG members should be consulted and involved in route selection
 Create spontaneity during the ride
 Harley Davidson has to ensure 5 minutes of interaction with the rider's
during the event
 Convey that Harley Davidson understands the joy of riding a bike
 Make the customers feel special and unique during the ride
Questions?
THANK YOU