Friday, May 7, 2010
Hog Wild
From a marketer's perspective, Harley Davidson (HD) does extremely well in creating value for their brand. The website markets the obvious items, such as motorcycles, clothing, and parts but HD takes their marketing up a notch by adding culture and rider experience to their site. Roberts (2008) found that, "Many internet businesses have been built on the concept of using information to provide great customer satisfaction" (p.16). HD has not boxed themselves into selling motorcycles to rough and tumble men but instead has created a lifestyle that fits almost any type of person that is interested in buying a Harley. What I liked about this website is HD has altered their brand image over the years without forgetting what they do. They still manufacture American made motorcycles, this is obvious from their home page, but they are also inviting you into their family. Information on women bike clubs, military and vetern riders, and Harlistas (Latin American Harley riders) are all available for vewing on their website. This website creates excitement and enthusiasm and focuses on creating value through information. HD may sell you a bike but they also want to throw in a new lifestyle with your purchase. Wow, I feel as if I should go buy a bike now! Is this what good marketing does?!?!
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Harley Davidson has done an excellent and even somewhat surprising job with what they do. Your blog really points out a lot of key facts and I think one of the biggest facts is that they are American made. Even the people who know nothing about motorcycles know Harley Davidson. They have transformed themselves from a “scary bikers” brand to a family brand that everyone wants to be part of.
ReplyDeleteYou guys are describing a great example of "re-positioning." HD wanted to expand its market share (after it addressed its quality issues from the 70's and 80's), but in the process did not want to alienate its core market of hardcore male riders. HD exercised patience while it altered its product line and messaging.
ReplyDeleteThey reailzed what they are really selling: an experience. Not just any experience, but one of freedom, escape, and individuality. That message cuts across many demographics.
Still, I bet the hardcore rider of 20 years has a hard time seeing a Wall Street broker in a suit and tie jump on a hog and ride in the wind.