This is about Harley Davidson.Marketing tactics used by them . videos won't work in presentation. (please open in latest version of power-point or get template of "wood type")

1. ETAS OF SEVENTH DAY ADVENTIS
PRINCIPLES OF MARKETING
PART-A

4.  Type : Public company.
 Founded :1903; 114 years ago .
 Founder :William Harley.
Arthur Davidson.
Walter Davidson .
William A. Davidson.
 Subsidiaries : EMEA, Brazil ,India, Asia.
 Headquarters : Milwaukee ,Wisconsin , U.S.
 CEO : Matthew Levatich.
 Products : Motorcycles.

5. FAT-BOB
STREET-750ROAD-KING
FAT-BOY
FORTY-EIGHT
HERITAGE

6. STREET-ROD
STREET-GLIDE-SPECIAL
ROAD-STER
ROAD-GLIDE-SPECIAL
IRON-883
STREET-BOB

7. FOR BIKE :
 AUDIO & ELECTRONICS
 BAGS, LUGGAGE & RACKS
 BRAKES & SUSPENSION
 ELECTRICAL & BATTERIES
 EXHAUST
 FOOT CONTROLS
 HANDLEBARS & CONTROLS
 INSTRUMENTS & GAUGES
 LIGHTING
 MAINTENANCE
 MIRRORS
 PAINT & BODYWORK
 SCREAMIN EAGLE PERFORMANCE
 SEATS & BACKRESTS
 SECURITY & STORAGE
 TIRES & WHEELS
 WINDSHIELDS

8.  RIDING JACKETS
 CASUAL JACKETS
 HELMETS
 BOOTS & SHOES
 SUNGLASSES & GOGGLES
 GLOVES
 VESTS
 RIDING PANTS & CHAPS
 RAIN GEAR
 HEATED GEAR
 T-SHIRTS & HENLEYS
 SHIRTS
 SWEATSHIRTS & SWEATERS
 JEANS & PANTS
 HATS & CAPS
 BANDANAS, WALLETS &
ACCESSORIES
 ROBES & LOUNGEWEAR

9. Polaris
Royal
Enfield
Ducati Yamaha Suzuki

10. PLATFORMS USED BY THE
COMPANY

11.  Allowing Harley customers to modify or customize their motorcycle is
one of the rare features that the company offers.
 Such customization from Harley-Davidson includes a choice of colors,
wheels, seats, racks and backrests, windshields, exhausts, and
intakes.

12. FINANCE SCHEMES INCLUDE:
I. Step-up EMI - Staring from INR. 4, 849/-*
II. Bullet EMI - Starting from INR. 4, 999/-*
III. Balloon EMI - Starting from INR. 6, 664/-*
 The benefits of Harley Davidson Finance:
A. Easy financing on new or pre-owned motorcycles
B. Extended contract tenure
C. Competitive interest rates
D. Personalized EMI options
E. Freedom to customize with an option of add-on-funds

13.  Harley-Davidson runs a “Learn to Ride” program with the help of Harley-Davidson
Riding Academy.
 Under this program, various courses are offered to new Harley riders.
 These courses provide new riders with expert guidance from Harley-Davidson
certified coaches at select Harley-Davidson dealers.
 Customers can also choose to enroll in the Harley-Davidson Jumpstart program,
where they can experience riding a real Harley-Davidson motorcycle at a specially
designed, stationary support stand.

14.  Harley-Davidson India had organized the fifth edition of the HOG India (Harley
Owners Group) Rally in Goa between February 16 to 18, 2017 in Goa.
 The 2017 HOG India Rally was expected to be the biggest one yet and the American
bike maker expects close to 3,000 HOG members from various parts of the country to
participate in the event. Riding through some of the most scenic roads of Goa
accompanied by the roar from their V-twin motors.
 Another big draw at the HOG India Rally is the Custom
Champion Contest in which every Harley owner tries his
best to customize his or her motorcycle to stand apart from others.
 The winner of the 2017 contest had won an all-expenses-paid
trip to the 77th Annual 2017 Sturgis Motorcycle Rally in USA.

15.  The Objective of www.harley-davidson.bike is to create a platform for all Harley-
Davidson bike lovers. They can read about all Harley-Davidson bikes launched so far
and also new models. They find pictures of Harley-Davidson bikes and share their
views.
 What company offer: 1> Platform to read about all bikes .
2>Forum to discuss the issues.
 Features: 1> They can compare bikes models.
2>Read about feature and about bike.
3>Can share it on social platform and become fans.
 Use social media marketing to promote the brand through extensive use of
Facebook, Twitter and LinkedIn to run marketing promotions.

16.  The company's origins were dramatized in a 2016 miniseries entitled HARLEY AND
THE DAVIDSON’S, starring Robert Aramayo as William Harley, Bug Hall as Arthur
Davidson and Michael Huisman as Walter Davidson, and premiered on the Discovery
Channel as a "three-night event series" on September 5, 2016.

18.  Ubisoft has announced a partnership with Harley-Davidson, procuring a number of exclusive
motorcycles for their upcoming racing game, The Crew 2. The first bike that has been revealed is the
Iron 833 , with bare-knuckle minimalism and garage-built style. The Iron 883 is a nimble urban machine
that kicks asphalt.
 Celebrated as a historic American brand, Harley-Davidson® motorcycles
echo The Crew 2’s vision to bring players the ultimate US motorsports
spirit experience.
 The Crew 2 will release early 2018 for PlayStation 4, Xbox One, and PC.
 The launch of The Crew 2 is hope to inspire more people,
young and older, to engage in the sport of motorcycling.

19.  Since 1903, Harley-Davidson has built motorcycles for one reason: to fulfill dreams of personal
freedom. Launched the Motor Company’s new brand platform – “All for Freedom, Freedom for All”
– celebrates Harley-Davidson’s enduring legacy and the pursuit of freedom that unites all. With a
focus on the universal pursuit of independence, authenticity and the feeling of the open road, the
new work is an open invitation to riders and non-riders across the globe to embrace their
individuality.
 Harley-Davidson encourages everyone on two wheels to ride. Ride wherever you want to and ride
as often as humanly possible. And those of you who don’t, you have to start somewhere. And that
somewhere can start with us. Riding gives you the freedom that you can’t find anywhere else. So
rise up and roll with us. There’s no greater feeling in the w
 “‘All For Freedom. Freedom For All’” is part of our 10-year global strategy to build the next
generation of Harley-Davidson riders,” said Sean Cummings, Harley-Davidson senior vice
president of global demand. “As the leader in our industry, we are on a mission to grow the sport of
motorcycling globally.

21. SWOT
STRENGTH 1. Harley Davidson is a leader in motorcycle innovation .
2. Harley Davidson has a strong brand equity and brand loyalty.
3. The company has a strong financial position owing to good sales worldwide.
4. High quality products are manufactured by the company .
5. Social Media, biker groups and merchandising has made Harley Davidson a very popular iconic "cult"
brand.
6. Good product range offered by the company.
7. Harley Davidson is available in more than 60 countries worldwide.
8. The brand has excellent marketing and branding across the world.
WEAKNESS 1. Strong competition from other motorcycle manufacturers means limited market share growth
for Harley Davidson.
2. The company often faces allegations over polluting the environment.
OPPORTUNITY 1. Emerging markets and expansion abroad can be a big opportunity for Harley Davidson.
2. Product diversification and services expansion can increase its business .
3. Expanding demographics can be a way to expand business.
THREATS 1.Competition from other manufacturers can affect Harley Davidson's business.
2.External changes (government, politics, taxes, etc) .
3.Lower cost competitors or imports .
4.Product substitution is a threat for Harley Davidson as many motorcycle brands are available.

23. POLARIS HARLEY
 Polaris Industries, the maker of Indian and Victory motorcycles, has introduced an
electric street bike “Empulse TT”, it looks like a high-performance sport bike without
the gasoline engine that puts the company ahead of Harley-Davidson in a new
category of two-wheel machines.
 The Empulse is a sequel to an electric bike developed by Brammo Inc. of Talent, Ore.
It has a top speed of about 110 mph, and the company says on its website that it can
travel up to 140 miles before the battery has to be recharged.
 Polaris is a $4.5-billion-a-year firm with off-road vehicles and
snowmobiles in its product portfolio, in addition to Indian and
Victory motorcycles.
 The price is $19,999(yet not fixed).

24. ROYAL ENFIELD
HARLEY-DAVIDSON
 Royal Enfield, owned by India’s bus & commercial vehicles maker Eicher Motors, is
the world’s oldest continuously manufactured brand of motorcycles.
 Royal Enfield sold just over 300,000 units in 2014 to Harley-Davidson’s 267,999. To
be sure, the American motorcycles are more expensive (the cheapest is twice the
price of a top-end Royal Enfield) and popular brands of other motorcycles sell in
staggering numbers in populous India.
 The company announced that it will invest $80 million in two more factories as well as
technology centers even as demand for the mid-size Royal Enfield “Bullet” brand, with
its retro good looks and distinctive engine roar, grows. Customers wishing to buy the
Royal Enfield have about a 12-month waiting period currently.

25.  Harley-Davidson must bring changes in American culture and helped
the future of motorized vehicles.
 Must use more latest tools and technology than competitors.
 Loyal customers are not always sufficient for growth and survival.
 Must scan business environment and overcome threats and strengthen
the weakness.