finalharleydavidsonmediaplan
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HARLEY DAVIDSON MEDIA PLAN How to expand the female motorcycle riders market.
PRESENTED BY: JCLMT Advertising (TCU Schieffer School Project)
WHAT IF?…there was a more feminine side to the
motorcycle industry? A way for professional women to escape their daily
lives.
KEY BRAND ISSUES-masculine reputation
KEY BRAND ISSUES
- “The Sportster” - Increase sales
CURRENT SALES & COMPETITORS
Harley’s market share of womenincreased 7 percent, while the competitors declined 4.5 percent.
MAIN COMPETITORS:
• Honda Motor
• Suzuki Motor
• Yamaha Motor
• Kawasaki
SWOT ANALYSIS
S WTO
MEET SARAH
Age: 46
Location: Sacramento, California
Occupation: Financial Consultant
Hobbies: Riding her motorcycle, Kings basketball season ticket holder, Director of NCL
TARGET AUDIENCE
- Generation X Women between the ages of 35-54
- Full time employees
- Household income at or above $75,000
- Married with children
The size of our target audience for female consumers is 6,914,000. This campaign aims to reach 73% of these women, for a total of 5,047,220.
MEDIA OBJECTIVES:
Reach 73% of the target audience for a total of 5,047,220 women Create greater market share by 15%
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Series1
FLIGHTING STRATEGY
GEOGRAPHICS
- Selected top 10 states for motor vehicle sales and their most populated cities
- Already exposed to motorcycling as a common pastime
TOP 10 U.S. STATES FOR MOTOR VEHICLE SALES:
1. Florida- 12.46%2. California- 9.17%3. Texas- 6.49%4. Ohio- 5.15%5. New York- 3.23%6. Washington- 3.13%7. North Carolina- 3.01%8. Michigan- 3.00%9. Pennsylvania- 2.81%10. Illinois- 2.71%
WHAT’S OUR STRATEGY?
Non-Tradi-tional35%
Traditional65%
TOTAL MEDIA USAGE
TRADITIONAL MEDIA
Television42%
Magazines22%
Radio10%
Outdoor25%
NON- TRADITIONAL MEDIA
Social Media47%
Blog Advertising13%
Display Ad-vertising
23%
Event18%
MEDIA MIX:
TRADITIONAL- TELEVISION
MORNING & PRIMETIME SLOTSPopular shows with high indexes amongst target market were selected
MORNING SPOTS- TALK SHOWS1. Good Morning America (101)2. The View3. The Today Show (117)
PRIMETIME SPOTS- REALITY BASED SHOWS 1. Dancing with the Stars (141) 2. Amazing Race (160) 3. 20/20 (142) 4. The Voice
MEDIA MIX- MAGAZINES• WOMEN’S MAGAZINES
MEDIA MIX- MAGAZINES
• GENERAL INTERST MAGAZINES
MEDIA MIX- RADIO & OUTDOOR
• Gen Xers report an average of 3.9 hours spend weekly commuting to and from work
• Female motorcycle audience has the highest propensity to listen to:
1. Country (135)2. Alternative (132)
• Allocating radio & outdoor to top 3 markets for motorcycle sales (FL, CA & TX)
• Implementing billboards along major highways for June, July & August in top market cities
NON-TRADITIONAL:
• Blog Advertising
• Display Advertising
• “Working Heels to Biker
Wheels” Event
“Working Heels to Harley Wheels”
• Harley’s first females-only event
• Emulating professional, fun, adventurous women
• Promotion for the “Sportster” bike.
• Women-only environment creates a comfortable environment
EVENT:
HOW MUCH WILL IT COST?:
BUDGET: TRADITIONAL
TV-Morning TV-Primetime Radio-Morning Drive
Radio-Evening Drive
Magazines-Women's
Magazines-General
Outdoor
Series1 1801000 4564000 747000 734800 1517100 1800900 3812400
$250,000
$750,000
$1,250,000
$1,750,000
$2,250,000
$2,750,000
$3,250,000
$3,750,000
$4,250,000
$4,750,000
Am
ount
in D
ollars
Pinterest Facebook YouTube Twitter Paid Place-ments
CPC Ads Page Take-Overs
Banner Ads Event
Series1 3000 720000 1200000 1800000 475000 600000 600000 1200000 1402000
100,000
300,000
500,000
700,000
900,000
1,100,000
1,300,000
1,500,000
1,700,000
1,900,000
Budget
BUDGET: NON-TRADITIONAL
FUTURE STRATEGY PLANS
• Increase awareness amongst female target market
• Increase market share by 15% in U.S. market
• Keep up-to-date with market forms of communication & technology
• Make “Working Heels to Harley Wheels” an annual and successful event
• Attract more women to the Harley brand in the future
THE JOURNEY STARTS HERE…