1.
A Brand Analysis report on
By: Jay Shah, FMS-B
*From Indian Market Perspective

2.
Brief introduction of the company:
Harley Davidson is among the top
motorcycles producers in the world.
They not only produces motorcycle
but also produce boat, t-shirt, bag,
leather Jacket, Safety helmet and
kind accessories, etc.
3

3.
Timeline (Brief History)
4
1901: William S. Harley, age 21, completes a blueprint drawing of
an engine designed to fit into a bicycle.
1903: William S. Harley and Arthur Davidson make available to
the public the first production Harley-Davidson® motorcycle.
1906: The first motorcycle catalog is produced by the Company
and the nickname "Silent Gray Fellow" is used for the first time.
1907: William A. Davidson, brother to Arthur and Walter
Davidson joins the Motor Company.
Harley-Davidson Motor Company is incorporated on September
17th.

4.
5
1910: The famed "Bar & Shield" logo is used for the first time. It
is trademarked at the U.S. Patent Office one year later.
1914: The Motor Company formally enters motorcycle racing
this year. The first Racing Engineer is William S. Harley. Within
a few short years, team HD is referred to informally as the
"Wrecking Crew" because of their incredible dominance of the
sport.
1916: The Enthusiast begins its reign as the longest continuously
published motorcycle magazine in the world.
1920: HD is the largest motorcycle manufacturer in the world.
New Harley-Davidson® motorcycles can be purchased from over
2,000 dealers in 67 countries worldwide.

5.
6
Leslie "Red" Parkhurst breaks 23 speed records on a HD 61 cubic
inch racing motorcycle. Also, the "hog" association starts when the
racing team's mascot, a pig, is carried on a victory lap after each
race won by the team.
1925: Gas tanks on all models now have a distinct teardrop shape.
This basic appearance is set for all subsequent HD motorcycles.
Joe Petrali begins racing for Harley-Davidson. He would become
one of the most successful dirt-track racers for HD, and one of the
most successful racers of all time.
1931: All of HD's remaining American competition is now gone
except Indian (Hendee Manufacturing). Indian and HD are the
only two American motorcycle manufacturers until 1953.

6.
7
1933: An art-deco "eagle" design is painted on all gas tanks. This
styling decision was made in part to stimulate the low sales
numbers caused by the Great Depression.
1935: The Japanese motorcycle industry is founded as a result of
Harley-Davidson licensing blueprints, tools, dies and machinery to
the Sankyo Company of Japan. The result is the Rikuo motorcycle.
1946: Harley-Davidson introduces the 45 cubic inch flathead WR
racing motorcycle. It proves to be one of the best racing
motorcycles ever built.
1947: Harley-Davidson begins selling what will become the classic
black leather motorcycle jacket.

7.
8
1953: HD celebrates its 50th Anniversary in style.
Hendee Manufacturing, the creator of the Indian motorcycle,
goes out of business.
1957: The motorcycling public met a new motorcycle called the
Sportster® known as the first of the "Superbikes." Another
Harley-Davidson tradition and legend is born.
1960: The Harley-Davidson Topper motor scooter is introduced
and is the only scooter platform the Motor Company ever
produced.
1969: Harley-Davidson merges with the American Machine and
Foundry Company (AMF), a longtime producer of leisure
products.

8.
1982: The Materials As Needed (MAN) application is introduced to
production.
1983: Birth of Harley Owners Group® (H.O.G.)® the Group
immediately becomes the largest factory-sponsored motorcycle club
in the world.
1987: Harley-Davidson is listed on the New York Stock Exchange.
1993: Harley-Davidson buys a minority interest in the Buell
Motorcycle Company.
2005: Harley-Davidson and the Muscular Dystrophy Association
(MDA) mark the 25th anniversary of their partnership.

9.
10
2008: The all new Harley-Davidson Museum opens in
Milwaukee . It showcases hundreds of classic and custom
motorcycles, interactive exhibits and never-before-seen films and
photographs.
2009: Harley-Davidson announces expansion into India.

10.
11
MISSION
We fulfill dreams through the
experience of motorcycling,
by providing to motorcyclists and to
the general public an expanding
line of motorcycles, branded
products and services in selected
market segments.

11.
VISION
HD, is an action-oriented, international company, a leader in its
commitment to continuously improve our mutually beneficial
relationships with stakeholders .
HD believes the key to success is to balance stakeholders’ interests through
the empowerment of all employees to focus on value-added activities.

12.
Harley-Davidson is:
•Fierce individuality
•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

13.
MANAGEMENT
• Excellent Corporate Governance has been a long standing
business practice at HD, because it makes good business
sense.
• The HD Management and Board of Directors is composed of
accomplished leaders from a range of industries who meet
regularly to review Company objectives and plan for future
growth.
• These individuals draw on their diverse backgrounds and
experiences.
• They are proud HD enthusiasts, and they work to ensure that
the decisions made by HD promote fairness, financial
transparency and accountability to all our shareholders .

14.
HUMAN RESOURCE:
Key points
 Incidents that may involve a potential conflict of
interest.
 Disclosure of any waivers of any conflict of interest.
 Regular reports to the Board.
 Reassess annually the Human Resources Committee
performance.
 Establish subcommittees and delegate authority to
such subcommittees.

15.
HUMAN RESOURCE:
Key points
 Committee Duties and Responsibilities is to review
 Total compensation
 Career development and management succession
plans
 Make recommendations regarding the selection and
retention of officers

16.
Target Market
 “Typical” Harley Owner: White males over the age of
35 with annual incomes over $80,000.
 Anyone with potential to become loyal to the brand and
the Harley-Davidson community New focus on “outreach
customers” – young adults, women, African Americans,
Hispanics, Asians.
 The median age of the Harley owners in India is
between 35 and 45 years. They can afford its bikes which
range from Rs 5.6 lakh (883 cc) to Rs 35.45 lakh (1800 cc).
The customers are mostly working executives who ride out
in the weekends and holidays.

17.
Brand Positioning
Positioning Statement : To free-spirited adventure-
seekers looking for personal freedom, Harley-Davison is the
brand of experiential entertainment that fulfills dreams through
the experience of motorcycling and a strong, exclusive
community.
The brand values deep emotional connections and brand
loyalty, which is built through premium products, services, and
experiences.
"Since July 2010, we have sold 1,000 bikes in India, 60% of
which are our 883 cc entry level bikes. Customers prefer the Iron
883 because of its 'bad boy' design. HD is an iconic, lifestyle
brand and Indian consumers understand that "
said Anoop Prakash, MD, HD India.

18.
The Branding Ladder
Repurchase Within Brand Family
First Purchase
Choice Set
Consideration
Model Awareness
Brand Awareness

19.
20
What are the 4 P’s of Harley-Davidson?
 Product:
13 models available in India.
Following types of products:
Touring bikes
Sportster Motorcycles
Fire Rescue Motorcycles
Trikes
Used bikes

20.
21
 Price:
The prices of HD bikes range from Rs 4.1 lakhs to Rs 29
lakhs.
 Place:
13 dealerships across India:
New Delhi, Chandigarh, Mumbai, Hyderabad, Bangalore,
Chennai, Kochi, Kolkata, Ahmedabad, Indore, Pune, Goa,
Jaipur.

21.
22
 Promotion:
HD has implemented several strategies to promote its
motorcycle brand. The products were sold to retail customers
mainly through dealer promotions and customer events. Along
with the advertising tactics through national television, print,
radio, direct mailings and the internet.
The Dealer meetings are held
HOG meets are also taking place
Various AutoExpo’s are targeted

22.
Typical HD Marketing Budget Spent:

23.
Product Life-cycle
Sales&Profits(Rs.)
Introduction
Growth Maturity Decline
TIME
HD is in the Growth stage at the moment in India. While it has
achieved the Maturity stage in USA decades ago.

24.
Brand extensions
 Merchandise
 Helmet
 Boats
 Clothes (Jackets)
 Mugs
 Collectibles
 Lighter
 Watch
 Beer
 Bars

25.
Product extensions
• Motor Cycles
• Bike accessories

26.
HD and Japanese competition:
In the early eighties, HD claimed that Japanese manufacturers
were importing motorcycles into the US in such volume as to harm
or threaten to harm domestic producers.
Rather than trying to match the Japanese, the new management
deliberately exploited the "retro" appeal of the machines, building
motorcycles that deliberately adopted the look and feel of their
earlier machines and the subsequent customizations of owners of
that era.
Many components such as brakes, forks, shocks, carburetors,
electrics and wheels were outsourced from foreign manufacturers
and quality increased, technical improvements were made, and
buyers
slowly returned.

27.
Fostering Consumer Dialogue
28
► Consumer-Brand Bonds: Offset consumer differences by
focusing on the one thing they have in common - their love
for the brand.
► Consumer-Consumer Bonds: Nurture and direct dialogue
to strengthen bond between consumers
► Consumer-Firm Bonds: Touch each aspect of the
consumer‘s experience
“Close-to-the-consumer” philosophy
► Consumer-Product Bonds: Highlight commitment to
evolving product over time while keeping essential elements
that make it unique

28.
INTENSIVE STRATEGIES
1) Market Penetration
2) Product Development
3) Market Development

29.
MARKET PENETRATİON
 Get some more market share from the existing market(U.S, U.K,
and Japan)
Use more E-marketing
Expand the HOG (Harley Owners Group) to India
If the company can provide the customer satisfaction that they
are providing to the U.S customers to the Indiancustomers they
can increase the sales

30.
31
PRODUCT DEVELOPMENT
Females and Younger
generation are now
coming to this segment
so expand the motor
cycle segments to
younger generation and
females.

31.
32
MARKET DEVELOPMENT
Harley-Davidson can bring in their vehicles to India because it
has a high population and the market potential is also high.
The cost to bring in the old vehicles (old product) to India is so
much difficult:
- There are so much environmental laws
- Taxes are problems
- Levis are high in India

32.
INTEGRATION STRATEGIES
o VERTICAL INTEGRATION
o HORIZONTAL INTEGRATION

33.
Vertical Integration
Just-in-time manufacturing
HD has been backward
integrating to maintain
control over the quality of
suppliers
HD owns most of its
distributors
HD is responsible for the
delivery of parts and
accessories

34.
Horizontal Diversification
ICICI Bank and HDFC Bank provides motorcycle financing,
motorcycle casualty insurance and extended service contracts for
HD.
They also issue the HD Chrome VISA Card, allowing riders and
customers to show their brand loyalty.

35.
MICHEAL PORTER ANALYSIS
Five Forces Analysis
Forces Strategic Significance
Internal Rivalry LOW-MODERATE
Threat of New Entrants MODERATE
Threat of Substitutes
Products
HIGH
Bargaining Power of Buyers MODERATE-HIGH
Bargaining Power of
Supplier
HIGH

36.
When looking at the rivalry from competitors, Harley-Davidson
is doing very well domestically but in the India, larger motorcycles
are not used as frequently as are smaller and more efficient bikes,
leading to a lower market positioning.
When analyzing the potential new entrants to the motorcycle
industry, one must look at it both from a domestic and global
perspective.
When analyzing the potential new entrants to the motorcycle
industry, one must look at it both from a domestic and global
perspective.

37.
COMPETITION IN INDIAN MARKET

38.
SWOT analysis
Strong marketing
Product Quality
Brand Recognition
Trademark Licensing
Supplier relationship
Designer Store Service
Distribution Channel
Wow Biking experience!
Strengths

39.
Weakness
Price factor
Brain drain
Reliant on few suppliers
Market share
Ongoing capacity constraints
Lengthy lead time

40.
Opportunities
The Indian market will sooner become larger than
the U. S market
Customers turning towards value quality parts.
Women and younger riders are increasing
becoming interested in bikes.
Industry registrations of heavyweight motorcycles
are increasing.

41.
Threats
Harleys ongoing capacity
restraints
Competitors of Harley
Davidson
Environmental protection
laws
Higher production Costs
Recession

42.
STRENGTHS
Customer retention
Financial position
Product selection
Premium market share
Dealer Network
OPPORTUNITIES
Increasing number of
riders
Indian industry growth
Youth population
Asian industry growth
THREATS
Union relations
Govt. laws
Competitor
diversification
Availability substitutes
WEAKNESSES
Dealer inventory system
Overall market share
Expensive product
Product selection
International dealer

43.
SWOT Analysis
1. S-O Strategies
a) Expand production of India
b) Expand marketing to female riders
2. S-T Strategies
a) Increase strong brand name
3. W-O Strategies
a) Pursue foreign markets more agressively
4. W-T Strategies
a) Improve employee relationships

44.
GRAND STRATEGY MATRIX
QUADRANT:2 QUADRANT :1
QUADRANT:3 QUADRANT:4
Weak
Competitive
Position
Strong
Competitive
Position
Rapid Market Growth
Slow Market Growth

45.
INTERNAL FORCES
• To determine HD’s strengths and weaknesses, an
internal assessment is required
• Harley only has 7.7% of European market share (the
second largest motorcycle market in the world), and
25.3%of the Asia/Pacific region
• Harley-Davidson’s strengths are in the U.S. market, as
80% of Harley’s net revenue comes from U.S. sales
• Harley was viewed as sub-par when compared to British
motorcycles
• Harley has a reputation for style and quality

46.
INTERNAL FORCES (cont.)
• HD also introduced water-cooled engines, fuel injection, and
catalytic converters to improve exhaust emissions
• Harley’s strength in this area is largely due to its marketing
abilities in the U.S. market
• Harley customers are extremely loyal to their brand and 90%
of Harley owners intend to purchase another Harley
• Management information systems could be used to more
effectively manage inventory at Harley. This is currently one of
HD’s few internal weaknesses

47.
2011 Worldwide Retail Sales of
HD Motorcycle
Sales
Unitedstates
Europeanregion
Asia pacific region
Canada
LatinAmerican
region

48.
HD’s connection with Sturgis
• Sturgis is a city in Meade County, South Dakota, United States.
• The population was 6,627 as of the 2010 census.
• It is more popular than some city in the USA

49.
• The Sturgis Rally is a motorcycle rally held annually in Sturgis
each first full week of August.
• It is the biggest motorcycle rally in the world.
• A lot of people comes from thousands of miles of distance.

50.
MARKETING STRATEGIES
Expand into Foreign Markets
India
Europe
Product Development
Expand Motorcycle line for younger market
 Target female customers
Buell expansion
Concentric Diversification
Other recreational vehicles
Expand HOG and BRAG owner member groups

51.
MARKETING STRATEGIES
Made new alliances with some local bike companies
to produce low cost
Utilize the ‘Make In India’ drive
Increasıng dıversity programing
Tour
Museum
 Increase the advertising

52.
CONCLUSION
• Harley- Davidson has to adopt Indian culture or at least try to
understand its customer’s psyche.
• Must implement latest technology & facilities.
• Loyal customers are not sufficient for company to survive.
• “It’’s a journey but not a destination”

53.
Sources:
-HD website
-The Times of India
-The Economic Times
-The Hindustan Times
-The Live Mint
-Wikipedia

54.
Thanks
Thank you for
your precious
time &
attention.

55.
For more such articles, presentations &
providing your feedback drop a mail at:
jayshah316@gmail.com
Follow @jayshah316
www.jayshah316.blogspot.com
Connect on Linkedin & Facebook :
jayshah316@gmail.com

56.
American Legend
ready to rock you India!