Harley Davidson marketing strategy for marketing 350.

1. Harley Davidson Jon Englund Nate Joostberns Kaitlin Myszkowski Leah Schra

4. Low expenses

5. Large discretionary income

7. Boomtown Singles: Prizm segment

8. Median income: $41,046

9. 1.39% of American Households

10. Single with no children

11. Active lifestyles

12. Military background (primarily deployed soliders)

13. Income ranging from $28,000 to $51,000 (Middle)

15. Interesting Findings - "Motorcycle After World War II, some American veterans found a replacement for the camaraderie, excitement, danger and speed of life at war in motorcycles. Grouped into loosely organized clubs, motorcycle riders in the U.S. created a new social institution—the motorcyclists or 'bikers' " http://kulacingan.blogspot.com/2008/07/motorcycle-after-world-war-ii.html - Harley has a more hardcore loyal following than any other brand, this loyalty and togetherness is a mentality that has been instilled in our soldiers and we believe they will react to it. http://www.youtube.com/watch?v=vlZ4ONTb9i0

16. Four P's of Marketing: Price Harley Davidson: Road King:Touring Motorcycle $16,999 *Each price found on company website Yamaha: Super Tenere: Touring Motorcycle $13,900 Honda: ST1300: Touring Motorcycle $16,499

17. Four P’s of Marketing: Place Harley Davidson: 1. Afganistan 2. Iraq 3. United States *As found from Google Insights Yamaha: 1. Philippines 2. United States 3. Canada Honda: 1. Philippines 2. Iraq 3. United States

18. Regional Interest HarleyDavidson Yamaha

19. Four P's of Marketing: Product Yamaha: Street Motorcycles Off-Road Motorcycles Sport ATVs Scooters Snowmobiles Honda: Touring Motorcycles Jet-Skis Scooters Crossover Bikes Harley Davidson: Touring bikes Sportster Motorcycles Fire Rescue Motorcycles Trikes Used bikes

21. "Test" rides

23. Great financing

26. Competitors do not!

27. Toys for Tots / Cell Phones for Soldiers

28. Openly advertises towards women

29. On website and through events

30. Breast Cancer Awareness

31. Hosts holiday events

32. Free photos with Santa on a Harley

33. 24 Days of Naughty and Nice

35. Differentiating & Positioning

36. Focus on hands-on promotion

37. Concerts

38. T-shirts, water bottles

39. Product placement and social media

40. Customized military motorcycles

42. OtherPromotions

43. Funding Distribution Over 5-Year Campaign

45. Implementing as soon as possible

46. Keep focus on positioning:

47. Military history

48. Strong group activity

49. Connect to branch of military

50. Controls:

51. Check monthly for sale increases

52. (Sales increases expected later in 5-year plan)

53. Monitor current customer-base sentiment toward Harley

54. Monitor target audience sentiment toward Harley

56. Attract younger customers

57. Of these younger customers: create lifetime buyers

58. Avoid alienating old customer base