Life Cycle of Harley Davidson Presentation by Aabha M. KH.SC.U3VMC11001Advertising Case Studies

The First Ride Harley-Davidson Motorcycle Company was established

in 1903 by William Harley and Walter, William and Arthur Davidson, who built their first three motorcycles in a shed in Milwaukee.

In 1909, the company introduced its trademark bike; a 2 cylinder, v-twin engine the fastest motorcycle at that time.

During World War I, the demand for United States motorcycles overseas grew tremendously. As a result, Harley-Davidson became the largest manufacturer in the world.

Birth

Harley Davidson became a leader in innovative engineering in the 1920's. With the introduction of the front brake and "teardrop" gas tanks, Harley was quickly developing its mystic appearance.

The industry, which was thriving after World War I, was diminishing quickly as a result of the Great Depression.

Birth

Bumps in the Road Poor family management, a decline in quality and the

sudden onslaught of Japanese motorcycles were all pushing it to the brink of bankruptcy .

Corporate management focused mostly on short term returns.

Management did not listen to its employees or give them responsibility for the quality of what they made.

High inventories of parts gobbled up cash and reduced productivity.

Overcoming the Obstacle "You are new here, aren't you?" asked the machinist. "Let me buy you a cup of coffee!"

The first accomplishment was for management to learn the importance of relationships.

Growth

Harley-Davidson realized that individuals needed to have a shared vision of the company values: tell the truth, be fair, keep your promises, respect the individual,

Encourage intellectual curiosity. Management needed to earn the respect and trust of their employees.

Incorporating all of these high moral values into the entire company structure and expecting nothing less from employees, at all levels, helped emphasize the importance or relationships

Growth

Brand to Sustain

Understand your Target Audience

Maintain Brand

Personality

Define Brand Image

Deliver Brand Promise

Sustain

The Target Audience "They're really different customers. ... The ideals they reach out for when they buy cars are different from what they're reaching out for with Harley-Davidson.

We're really not about transportation.

It's not about getting from Point A to Point B. It's about living life in the way you choose."

Brand Promise The Pursuit of Freedom.

Brand Image Symbol of Freedom

Brand EssenceWe Aren't an Auto Brand”

Brand Personality Harley-Davidson’s Story is about the rule breakers who choose to make their own paths.

They are aware of limitations in society and they set out to break the rules and challenge conventions. They feel the excitement of being just a little bit “bad.” They stand out because they do not conform to the normal.

The Fierce Personality Traits Rebellion against things that are unjust •Different •Innovative •Fearless in the face of danger •Brave •Seeking a better life •Free spirited •Wild •Seeking escape •Adventurous

Advertising History The company accomplished all this by spending very

little on advertising

Yet for 31 years they worked with Carmichael Lynch and then shifted to 3 agencies, Starcom, Digitas and Victors & Spoils.

As far as advertising and marketing, the Milwaukee-based motorcycle manufacturer puts experiential marketing front-and-center, creating live events and gatherings that foster community.

Harley now invites its freedom-loving customers to share and create their own stories via a "Fan Machine" app on the company's Facebook page, where it has nearly 4.7 million likes.

It then casts real riders, found among its 133,000 Twitter followers, in the ads.

"All of our main creative ideas are sourced through our Facebook page. So we don't have a lead agency anymore," Mr.Richer said. "We cast for all of the people in the ads through Twitter. So they're all riders who've nominated themselves for our advertising through our Twitter feed.

It became one of the first major brands to sponsor the Ultimate Fighting Championship, a league once derided as "human cockfighting" by U.S. Now the UFC is fast becoming one of the most popular sports in the world. The relationship has paid off with Harley's rebel clientele.

Techniques

Back To The Future: stay with its traditional styling Build A Community: The Harley Owners Group Extend The Enterprise: Maintain close ties to its

dealers. Give Them A Reason To Belong: sponsors hundreds

of rallies around the country each year Add Value: Move owners; bigger & expensive Extend the Brand : Harley riders in black leather

jackets Leverage the Brand: tangible evidence is compelling.

“The roads will never be the same again. Heads will turn; the narrow, pot-holed, jammed city tracks will open up.”

“The legendary Harley- Davidson (H-D) machines, the very definition of motorcycles, the bold style statement, a culture, will hit the roads like never before.”

Harley Davidson in Kochi

Harley-Davidson celebrates its 110th year of existence in 2013.

110th year of existence, freedom, quality and life.