The tattooed broad shoulders revealed as black leather vest is about to pop by the muscular chest is portrayed by a typical "bad-ass" rider spirit. However, despite the derragatory images motor-cyclists once had, motorcycle is becoming a global hobby. People of variety now choose this job: doctors, lawyers, pastors, professors, entreprenuers, and etc. The sensation of driving the open escape is what the riders desire. They race the endless horizon as wind is felt by their senses--smell, touch, hear, taste, and vision. In the midst of this booming hobby and lifestyle, Harley-Davidson is the representive of such wild experience. According to Forbes, Harley-Davidson was ranked the top 3 best marketing company in year 2002. In the year of 2001, Harley-Davidson was able to generate profit of $438 million on #3.4 billion sales (increase of 25.9% and 15.7% relatively), and the share price increased almost up to 40%. It is making the Japanese competitors struggle. The marketing strategy of this successful business can be accounted to its keen awareness of what the brand isn't, more than what it is. It also "resonates in the heart, soul, and the mind of its customers". This strategy is evident through Harley-Davidson's unique membership service called the H.O.G. (the Harley-Davison Owner's Group). Each year, the website promotes a run through the best location a country can offer to a rider in the same country the rider lives in. The dealers are all over the world; they are in all the countries you can think of from A to Z. These members share information about their rides and local courses while the website itself introduces world-famous courses. You can also post up your pictures of Harley-Davidson to show up in the H.O.G. community. This network of unique maketing keeps the original members have thicker relationship with the company while rumors of ecstatic Harley-Davidson experience is vastly spreading. This year Harley-Davidson celebrates 105th anniversary and the more is expected from this company since their revenues are steady ever since the increase in year 2002. I believe Harley-Davidson has done a wonderful job of not just targeting its customers but to keep their consumers satisfied. There's not a single country which will neglect Harley-Davidson's customer's service. In reflection to class lecture, it is no longer valid to just shout to the consumers that the company's product and services are the best but to interact with them to let them judge for themselves.
entry #7 (20300742)
(quote and financial sources: http://www.forbes.com/2002/08/01/0801marketers.html)
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