harley davidson
Post on 15-Dec-2014
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William S. Harley
ARTHUR DAVIDSON
Strength
• Brand Recognition.
• Strong marketing.
• Product quality.
• Innovation.
• International positioning.
Weakness• Price factor.• Few supplier.• Market share
SWOT ANALYSIS
Opportunities • Interest of women
and youngsters.
• International markets are larger than before.
• Interest in heavy weight motor cycles are increasing.
Threats• Competition.
• Higher production cost.
• High price.
SWOT ANALYSIS
Q.1- STUDY THE CASE AND DETERMINE THE SIGNIFICANT
ISSUES THAT SHED LIGHT ON THE IMPORTANCE OF INNOVATION.
1903
1954
DYNA WIDE GLIDE.
PRODUCT LINES
• Q. What factors have been responsible for Harley-Davidson becoming a cult?
WHAT IS CULT BRAND???• A product or service that has an energetic and
loyal customer base. A cult brand, unlike others, has customers who can be described as near-fanatical, true believers in the brand and may feel a sense of ownership or vested interest in the brand's popularity and success. Cult brands have achieved a unique connection with customers, and are able to create a consumer culture that people want to be a part of.
• Examples of modern cult brands include the Mini Cooper, Harley-Davidson, Vespa, Zappos and Apple.
FEATURE OF CULT BRANDING???• Against the main stream.
• Be different.
• Strong customer relationship.
• Small customer base.
• Priced well above.
FACTORS RESPOSIBLE FOR HARLEY –DAVIDSON BECOMING A CULT
• Technology :
• Customer Relationship :
• Different Product :
• Harley-davidson university :
• Verious models :
• Q. What is Harley-Davidson’s positioning? What is the secret of the fanatical customer loyalty to Harley-Davidson?
POSITIONING?
• Positioning is a technique which the marketing man has to employ with a lots of care & pre-planning. By positioning a product in a particular way, marketing man is committing the product to the particular decision and situation. It means putting the product in a predetermined orbit .
PRODUCT POSITIONING• It is the act of fixing the exact locus of the product offer
in the chosen market ; if decides how and around what distinctive feature, the product offer has to be couched and communicated to the customers.
• While doing this firm analysis the competitors positions searches its own competitive advantages and then identifies the best possible position for the product.
• Let us understand product positioning through certain examples.
POSITIONING ON LUXURY, ECONOMY, QUALITY, FASHION ………..
• Oberoi hotel is positioned on the plank of luxury & exclusiveness ,
• Hero Honda 100 cc motorbike is positioned on the plank of economy and aimed @ middle class market ,
• Vimal fabrics are positioned on fashion for loving and well – to –do consumers,
• Nirma is positioned on the plank of the economy and price – conscious segment.
POSITIONING OF HARLEY-DAVIDSON
• The total H D riding experience
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