harley davidson marketing strategy case study

Harley-Davidson: Rejuvenating an Iconic Brand

Harley-Davidson's first-ever chief marketing officer has his work cut out for him as the classic American motorcycle manufacturer seeks to curb slowing sales from aging customers. The dilemma: what to do with its less known and unprofitable Buell brand, which has a younger customer base? Which of five options continue its dual-brand strategy, double down on Buell, operate Buell as an endorsement brand, sell it, or discontinue the brand entirely will best attract younger buyers without alienating current diehard customers?

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Rethinking Luxury for Segmentation and Brand Strategy: The Semiotic Square and Identity Prism Model for Fine Wines

Positioning a fine wine is a complex marketing operation which tends to focus on product characteristics and tends to ignore the consumer–brand relationship. As for other luxury products, fine wine consumers are a heterogeneous group which can be broken down into clearly distinctive and often antithetical subgroups. This conceptual paper proposes a different approach to defining fine wine consumers and the brand–consumer interaction. The Aristotle-inspired semiotic square model and Kapferer’s brand identity prism were coupled to identify not only fine wine consumer groups but also with which brand characteristics they mainly interact. While the semiotic square model identifies 6 distinct groups of fine wine consumers—enthusiasts, experts, connoisseurs, drinker, novice, event goers—the brand identity prism recognizes 6 constructs—physique (material), personality, culture, relationship, reflection and self-image. Pairing the consumer’s semiotic square and the brand’s identity prism could help brands to bridge the gap between the actual consumer subgroups and the ideal target consumers to better understand their customer base, to correctly position their brand, and to create an inclusive marketing strategy. This article is the first to apply the semiotic square/brand identity prism model within the context of the fine wine industry, as most positioning literature tends to focus on involvement or on the label itself.

Harley-Davidson: Chasing a New Generation of Customers

In July 2007, Mark-Hans Richer became Harley-Davidson's first chief marketing officer. Its riders were aging, which the company saw as an existential threat. Although Harley-Davidson had a record sales year in 2006 and had maintained a commanding share of the heavyweight motorcycle market for the previous decade, it needed to take new action to sustain its growth.Richer needed to deliver a new generation of riders and a more diverse customer base, all without losing current Harley-Davidson customers. He also knew that he could not relax: the average tenure of a CMO in 2007 was only 27 months and a complete new product development cycle would take a minimum of four years.After analyzing the case, students should be able to: Recommend marketing decisions for a brand with extremely high loyalty in light of various consumer behavior indicators gleaned from market research Understand the power of leveraging existing assets as opposed to innovating new products Understand the psychological basis of customer loyalty, including drivers and metrics of loyalty

Section 5.d Introduction

 The classic brand design literature presents and illustrates best practices in developing the physical, graphical and semiotic aspects of a brand. However, both practitioners and academics outline that brand design is only the starting point of the brand strategy, which has to be completed and complemented by designing and effectively managing meaningful brand experiences. The success of the brand depends on a value co-creation process in which the intentions and offerings of producers and vendors encounter, and interact with, the customer experiences of the brand and of the associated product. A brand experience designed for the customer can therefore be multi-dimensional and not just product led.

Taxidermy undertaken by Sheals of Belfast

The Sheals taxidermy business in Belfast became famous for the quality of their work. Three of their order books survive, recording jobs done for named customers from January 1897 to December 1911, and January 1919 to January 1920 inclusive. Such records are extremely scarce as few taxidermists appear to have kept any regular paperwork until recent times, and little information has survived about such businesses from the heyday of commercial taxidermy. This paper reviews the types of taxidermy undertaken, species handled and the customer base for what became one of the leading taxidermists in Ireland, with an international reputation.

Archetypic branding with positions of ergonomic support of marketing researches

The article discusses the current problems of the theory and practice of archetypal branding, analyzes the problems of archetypal branding from the perspective of ergonomic support for marketing research. In the framework of modern ergonomics, one of the tasks of its development is the ergonomic support of marketing research, including research on the development and evaluation of the effectiveness and productivity of the brand. A brand that is developed by marketers in accordance with a particular archetype or a specific role model can not only gain consumer recognition, but also help them formulate a way to express themselves. A role model in terms of the ergonomic support of marketing research can be used to develop a brand strategy: it represents an image that reflects a person’s ideas about a desirable role in the community. The client seeks not only to demonstrate this image to people, but also to use it in order to support and transform his own identity. At the same time, role models, unlike archetypal structures, practices and theorists from the standpoint of ergonomic support of marketing research typologize, based directly on a comparison with the leading motives of life and consumption. Role models correspond to different consumption situations, without contradicting the specific cultural and historical context. From the position of ergonomic support of marketing research, they should and can be used as functions specific to a given community, region, and time, as well as transcultural or supercultural structures that reflect one or another pole of the archetype in a particular cultural and historical environment.

Store’s Brand Strategy in Malaysia Hypermarkets

Building a customer base under liquidity constraints, innovative marketing strategies for select e-commerce companies in india - a review..

Innovation is the key to opportunities and growth in today’s competitive and dynamic business environment. It not only nurtures but also provides companies with unique dimensions for constant reinvention of the existing way of performance which enables and facilitates them to reach out to their prospective customers more effectively. It has been estimated by Morgan Stanley that India would have 480 million shoppers buying products online by the year 2026, a drastic increase from 60 million online shoppers in the year 2016. E-commerce companies are aggressively implementing innovative methods of marketing their product offerings using tools like digital marketing, internet of things (IoT)and artificial intelligence to name a few. This paper focuses on outlining the innovative ways of marketing that the E-Commerce sector implements in orders to increase their customer base and aims at determining the future scope of this area. A conceptual comparative study of Amazon and Flipkart helps to determine which marketing strategies are more appealing and beneficial for both the customers and companies point of view.

An Exploratory Study of Length and Frequency of Internet Banking Usage

The advent of Internet has provided banks an opportunity to reduce costs, increase customer base, and mass customize by delivering their products and services through this medium. A flurry of studies on Internet banking (IB) has since emerged. The majority of these studies, however, have been directed to either IB adoption or IB service quality delivery. With few exceptions, the impact that customer satisfaction with e-banking service qualities has on IB usage remains unexplored. This study examines a sample of Australian IB users based on their frequency and length of usage. The results show that as customers become more acclimatized to IB, they use these services more often. Further, daily and frequent IB users are more pleased with “ease of use” and “aesthetics” and tend to use IB more for electronic fund transfer and foreign exchange transactions than the less frequent users. The findings suggest that banks need to develop more customized services since there are distinct market segments with different banking requirements.

Are Repeat Buyers in Cryptomarkets Loyal Customers? Repeat Business Between Dyads of Cryptomarket Vendors and Users

Organizations involved in the sale of illicit products and services have been described as small, ephemeral, and local rather than global. Given their limited size, such organizations are often unable to attract large pools of customers, but it has been noted that organizations that manage to build a small but loyal customer base are likely to be more secure and to incur fewer risks of arrest and victimization. There has been little previous research into the loyalty of repeat buyers on Internet markets but a new technological innovation, cryptomarkets, makes it now more possible to track transactions between vendors and their customers. This article looks at the level of loyalty of cryptomarket repeat buyers by tracking their purchases over time. We find that, on average, customers make 60% of their purchases from the same vendor and that providing increased amounts of information to customers increases the loyalty of cryptomarket vendors’ customer base.

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