A presentation made for HD Motorcycles India

1. HARLEYDAVIDSON IndiaEchoesou. Y Rishabh Kaul Tulasi Prasad Srishti Sardana Experiential Learning Module Project, August 2011 Young India Fellowship Program 2011-2012

2. Through The Indian Lenses

4. What Is HARLEY To INDIA?tempests of illusions

6. Masculine

7. Awesome yet Unaffordable

8. Invisible to the ROAD (& EYE)

9. Tattoos, Punks, Sluts & Intoxication

10. INAPT for INDIAN ROADs

11. Lack of Merchandize

13. THREAD TO HER DIVERSITY From POETS to POLITICIANs. Everyone who Cherishes his Freedom, Is INVITED.

14. Create The Sense of Individual Identity

15. Combat OBSOLETE STEREoTYPES Why should boys have all the fun?

16. A manifesto of Harley Davidson India’s Brand Extension

17. Creates Not followers BUT evangelists.

18. Harley is more than a chopper, more than a brand. It’s spiritual. Many aspire for a Harley Davidson Motorcycle yet cannot afford it. They may want the experience of the bike, but would also like to touch and feel another product which comes from the same makers. It then is just not about the product but the sentiment

19. Class vs. Mass dilemma The Idea is to maintain the class, yet make it affordable to the mass. If not a bike, then what else could be offered which is within their range? A product for every price range.

20. Asking the right questions? “When will the market develop to afford our bikes?” TO “What can I offer to this growing population, that it would buy?”

21. Need and Relevance One way of looking at the brand extension is in terms of addressing the relevance. A TARGET Sectors such as Education, Healthcare and Fitness are big issues and concerns for Indians. Products in these sectors (amongst many others) would enable those with ‘Harley’, an affinity toward it. At the same time, would compel others want to know more about it.

22. Non Obvious Insight: Upturning all stones Example Obvious Strategy: Harley Davidson sponsoring a rock concert Non-Obvious Strategy: With General Elections approaching, Harley Davidson pitches the idea of freedom and identity to leading political consulting companies to advise their political clients to embrace Harley as a mode of transportation during their Political rallies. The middle man, such as the political consultant is crucial in this case since Harley isn’t a partisan brand. It’s for everyone who wants and earns it.

23. As HARLEY ROARSHead Scratches&We opine

24. An intimacy of a quantitative analyses of market trends, stakeholder profiles, risks and stakes, with the qualitative understanding of the loyal HARLEY owners (by spending time with them, understanding their choices and preferences, communicating with them their thoughts, approaches and emotions), to create a bridge between them and those who aspire, or want to aspire for the Harley, is our unique repertoire.

26. With many ways to engage with the Brand, this would bring a new breed of customers as well as strengthen the already existing Harley Community.