Harley Davidson Marketing Mix

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Marketing Mix of Harley Davidson analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the business & marketing strategies of Harley Davidson.

Let us start the Harley Davidson Marketing Mix:

Product:

Harley Davidson is one of the leading global motorcycle brands worldwide. Harley Davidson has created a niche for itself due to the high product differentiation it offers and customisation. Harley Davidson has many brands under its product strategy in its marketing mix. It produces engines of the following kinds: Big V-Twins, Small V-Twins, Revolution Engine and Single cylinder engines like IOE singles, Flathead and OHV singles and Two-stroke singles. Each of these engines are a hallmark of innovation of Harley Davidson. The Harley Davidson model ranges of motorcycles produced are Touring, Softing, Dyna, Sportster, VRSC and Street. The Touring models are the only models to be equipped with radio and have a windshield upfront had saddlebags on the sides. The Softails as the name suggests are lower on the backside of the motorcycle while boring the traditional headlights and steering in the front. Dyna models are generally narrower than Softail. Sportster is a sports motor vehicle meant for rough race tracks. Other than the motorcycles Harley Davidson also sells merchandise which formulates around 7% of it total sales. Parts and accessories of the bikes are also a substantial part of the total sales of Harley Davidson.


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Price:

Harley Davidson follows a premium pricing strategy in its marketing mix because it all about the experience of owning a Harley Davidson. Harley Davidson aims at making the consumer feel superior by special club ownership, merchandise and well customised services to justify the premium pricing. They give value over cost benefit. By maintaining its first-class position in the market, it makes sure to keep the pricing strategy high so that it influences a sense of social upliftment if one owns a Harley Davidson bike. Harley Davidson Inc. has a subsidiary called H D Financial Services which provides financial assistance for facilitating payment processes to foster more and more sales.


Place:

Harley Davidson is present in most countries from around the globe. It has a deep reach in the consumer mind-set due to its strong brand equity even though the penetration of number of Harley Davidson outlets is kept low. This is a strategy as by increasing the number of stores or increasing the availability and access to their stores they do not want to risk their positioning of a premium brand. With increasing disposable income Harley Davidson is opening up more and more stores, say for example stores in all Tier 2 cities also been setup. But their showrooms are only present in posh localities of all cities they set up in. Harley Davidson also has a strong network of dealers that are channels of sales in places where showrooms are not available. Dealers are a major channel for this company, especially in regions where the company has recently ventured.


Promotion:

Harley Davidson employs various modes of promotion. Harley Davidson has an aggressive promotional strategy in its marketing mix. It sells on the basis of customer experience, the Harley Davidson experience. Be it the merchandise, Biker Clubs, customised merchandise and accessories to match personality of the owner, riding gears, etc. They run bike tours, Harley Davidson Owner’s Group, etc are to give a highway biking experience like never before. They roll out offers and discounts also to promote themselves. They have joined hands with various rock music bands to create a brand resonance and ensure that the positioning of brand of Harley Davidson is very clear cut in the minds of the customers. Harley Davidson also uses print, online ads and billboards to showcase their motorcycles. Hence, this complete the Harley Davidson marketing mix.


About Harley Davidson:

Harley Davidson is an American company, one of the biggest companies around the globes and leader in manufacturing motorcycles. Harley Davidson was set up in the 1903 by William Harley and Arthur Davidson. After more than hundred and ten years, Harley Davidson has become more than a product, brand name or company. It is a cult amongst the customers now. The two wheeler motorcycle industry is expected to grow by 8.3% annually till 2020. Given the increasing road network and disposable income at hand of the aspiring young customer who is heavily influenced by cults, it is safe say that this trend will be in favour of Harley Davidson.


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