FOR A NEW APP

HARLEY DAVIDSON

TO RIDE AND TO HAVE FUN

EXECUTIVE SUMMARY

SITUATION ANALYSIS

GOAL

STRATEGY

TACTICS

IMPLEMENTATION

Harley Davidson owners are proud users of the beautiful motorbikes. They love to ride. ”To ride and have fun” portrays an image of freedom and adventure. They also become a part of Harley Owners Group(HOG).

The Harley Davidson app is an extension of the Harley Davidson Brand marketing plan which provides its users information about the various HOG events, updates about Harley Davidson Bikes, provides merchandise and customer forum.

EXECUTIVE SUMMARY

SITUATION ANALYSIS

GOAL

STRATEGY

TACTICS

IMPLEMENTATION

COMPANY OVERVIEW

Harley Davidson is a brand known worldwide and inspires many to own its customized bike. The Harley Davidson app is one of the ways to maintain contact with its users.

Harley Davidson is known for its Brand Loyalty. The forum section allows users to become an integral part of the brand.

Target Customer

Harley Davidson uses psychographic segmentation to cater to the changing needs of the customer.

Goal

EXECUTIVE SUMMARY

SITUATION ANALYSIS

GOAL

STRATEGY

TACTICS

IMPLEMENTATION

The emphasis would be getting maximum users and market share.

Number of registered users- Minimum time to achieve 100,000 Users.

The fraction of free users who turn to premium members

To keep its customers updated and provide them with the best discounts.

Strategy

EXECUTIVE SUMMARY

SITUATION ANALYSIS

GOAL

STRATEGY

TACTICS

IMPLEMENTATION

Customers

This app maintains personalized relationships with the customers and keeps them updated about the latest offerings.

Apps which provide users details about Harley Davidson.

Competitors

Value Proposition

Value to

Customers: It offers users exclusive, original merchandise and also provides them at discounted rates

Company: It earns through selling merchandise and from premium users.

Value to

Tactics

EXECUTIVE SUMMARY

SITUATION ANALYSIS

GOAL

STRATEGY

TACTICS

IMPLEMENTATION

Product: Free and Premium versions are available

Price

Communication

Social media is the primary means of promoting and communication

Distribution

implementation

EXECUTIVE SUMMARY

SITUATION ANALYSIS

GOAL

STRATEGY

TACTICS

IMPLEMENTATION

Infrastructure

Marketing team

Analysing consumer behaviours, markets and competitors

Software development team

Developing and updating the software

Finance team

Managing and planning the amount to be Invested in these activities.

Operation team

Ensuring that the activities are carried out According to the plan or not and deciding about Future prospects

DISCLAIMER

Created by M Harish Kumar, NIT Jaipur during a marketing internship with Prof. Sameer Mathur, IIM Lucknow