• Founded in 1983.• 1.1 million+ member• Focused on riding• Largest company sponsored motorcycle

enthusiast organization.• Good way of PR and Advertising

• It retailed its products through an

independent dealer network.• Dealers also sold through non traditional

retail outlets such as SRLs, AROs, SROs

• As of 2010, total dealers are 1334• Dealers were trained by the Harley

Davidson University.

• In 2009, Harley opened the fit shop at its dealerships wherein customers could

customize their bikes

E.g: Using the online catalog, customers could create

and share a product wish list.

Promotion: word of mouth, magazines, catalogs,

and brochures.

Customers: sales force

Bikes, accessories and clothing : calling cards.

Low advertising budget.

Experts view: Harley sells a “lifestyle by creating an

experience around the product.”

Crowdsourcing is the process of obtaining needed services, ideas, or content by soliciting contributions from a large group of people, and especially from an online community, rather than from traditional employees or suppliers

Creativity Model

• Using the concept of crowdsourcing Harley developed a new support structure and called it the ‘Creativity Model’.

• Generating new ideas from existing and potential customers.

• The best ideas would receive cash awards.

“No Cages” Campaign

In November 2011, Harley launched its official Facebook Page.

Around 3 million Harley fans on Facebook.

Helped the company to attract younger customers towards the brand (Age: 18-34).

Fans submit and review the ideas on the page.

A Risky Ride?

• In 2011 Harley suffered a loss of $42.1 million. With the launch of the new No Cages campaign the sales improved and Harley registered a growth in revenues by 13.5% and a 10.9% increase in sales.

• Harley plans to use crowdsourcing in future endeavors.