Prsentation PowerPoint

BRANDIDENTITY

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HISTORY

MARKETING MIX

VALUES

CONCLUSIONsummary

history

1903 1908 1913 1920 1929 1970 2003 1983

Marketing mixPRODUCT

A noise that your youngest child recognizes

8 product lines32 models Accessories for the bike Motors clothes merchandises

Marketing mixPRice

Excellence at a cost

6950 to 37650 Street 750 Tri Glide Ultra

Marketing mixPlace

Selective distribution

Authorized H-D DealersAuthorized H-D Rental DealersHarley-Davidson Online Store123 dealers in France

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Marketing mixPromotion

The exclusivity should be transpired

Personal selling (field selling)Public relationsAdvertisingSales promotionDirect marketingProduct placement

VALUES OF H&D

H&D motorcycles have a style, an engine character and a special sound that generate loyalty among the brands customers. Engine noise is a signature : We know its a Harley when we hear it, even before seeing it. Technical innovations The motorcycles

H&D motorcycles have a style, an engine character and a special sound that generate loyalty among the brands customers. The bikers who dont participate in this cult are outdated because they often have a collection of machine look but they are more modern than we think. Engine noise is a signature : We know its a Harley when we hear it, even before seeing it. Technical innovations are constant that allows customer loyalty and meets the demands of customers.

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VALUES OF H&D

The H&D brand still on the 100 most recognized brands in the world.Harley, the American dream: Travel agencies offer to cross Road 66 on a motorcycle H&D. Mythical and legendary brand that has spend periods and crises. Harley products are important investments in cinema and many evocations of the brand in music.

The brand power

The H&D brand still on the 100 most recognized brands in the world.Harley, the american dream : Travel agencies offer to cross Road 66 on a motorcycle Harley Davidson. Mythical and legendary brand that has spend periods and crises. Harley products are important investments in cinema and many evocations of the brand in music.

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VALUES OF H&D

Strong image with grouping, fan clubs present at the international and federated under the name Harley Owners Group with about 100.000 participating members. The H.O.G became the worlds largest motorcycle club with 1 million members worldwide. Its also, the worlds largest fan clubs. New target appears

Its community

Strong image with grouping, fan clubs present at the international and federated under the name Harley Owners Group with about 100.000 participating members. The H.O.G became the worlds largest motorcycle club with 1 million members worldwide. Its also, the worlds largest fan clubs. New target appears : younger costumers, upper class, who loves the vintage look of theses bike. Hedonistic approach of the brand : they drive cool, they appreciate good food and ride with friends.

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CONCLUSION

Harley Davidson is the real American Dream since 113 years. Over the years, this brand has managed to mordernize its image and to stay legendary.