Harley Davidson Motorcycle Company Has Case Study

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Opportunities: The Harley-Davidson company stands to gain a significant share of the market by appealing to female consumers, if it uses marketing research to craft a successful promotional campaign.

Threats: The main threat to a successful marketing campaign to attract female consumers come from competitors that already market to females, especially Japanese motorcycle manufacturers and the Italian company Vespa.

Creative Strategy

Communication objectives include promoting the Harley Davidson sportster as the motorcycle of choice for American females who appreciate the quality, status, performance, and history of the brand. The strategy includes positioning the brand as not just a macho motorcycle manufacturer but one that appeals to all freedom-loving Americans regardless of gender. The promise of the Harley Davidson company is to deliver top performance and prestige. Tone of the message emphasizes strength and independence. Taglines should be simple yet effective and gender neutral such as "Harley Davidson: Strength. Quality. Success."

Media Objectives, Strategies, Tactics, and Rationale

Target audience for the Harley Davidson sportster is professional females in their thirties. Media mix includes local radio talk shows but will focus on print advertisements in women's outdoors and sports magazines with possible advertising campaigns in some women's fashion magazines.

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The reach of the media campaign will be limited to women in the target demographic: females who can afford Harley Davidson quality and who are concerned with image. Geographical considerations are less important than income and lifestyle issues. Sales promotion and non-traditional media may include some specific Web-based advertisements but also special events at Harley Davidson showrooms and at consumer or trade conventions. So-called "garage parties," and HOG newsletters also appeal specifically to women.

Budget

The Harley Davidson marketing campaign to target female consumers is $23 million and will be broken down as follows: $10 million may be allocated for television advertisements on cable networks showing sports and outdoor events. $10 million will be allocated toward print media campaigns including several different creative advertising venues that present the image of the Harley Davidson sportser as being as strong and sturdy as ever but made exclusively for forward-thinking, independent females. The remaining $3 million of the marketing budget will be devoted toward trade shows, conventions, press releases, and working with the HOG in promoting parties and other events to attract female riders. The entire marketing campaign should be implemented immediately, with the print advertisements and trade show placement.....

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