Harley Davison

INTRODUCTION

-Building brand community

-Management participation company’s “close-to-the-customer” philosophy

-The company wants you to know the Harley consumer inside out, to understand deeply his/her needs and wants, to anticipate naturally his/her desires.

-Should Harley-Davidson continue to sponsor the Posse Ride?

BACKGROUND ON H.O.G.

-The H.O.G. is a factory-sponsored motorcycle enthusiast club. enhance the Harley-Davidson lifestyle experience and to bring the company close to its costumers.

-Rallies offer riders the opportunity to ride greater distances, to meet new and different people, to learn about motorcycling, and to add to their personal repertoire of riding accomplishments.

DESTINATION RALLIES

-Part of the challenge and success of a rolling daily lies in its theme, which provides riders with a sense of place and history that is somehow unique to the route.

-Harley Davidson fulfills dreams. I think it’s everbody’s dream to explore America.

-One is if you do limit it, those people who got on the ride feel they’re more special to be there.

-These hardy souls are men and women with different socioeconomic backgrounds from varying geographic locales, who represent a cross section of riders in the Posse group.

QUESTIONS

1. Should Harley-Davidson continue to sponsor the Posse Ride? Why or why not? What role should the Posse Ride play in the HOG events mix?

Harley-Davidson should definitely continue to sponsor the Posse Ride. The experience is not only very beneficial to the Harley-Davidson management, but it is an experience that is forever remembered by the members of HOG. The event gives Harley Davidson a competitive advantage over all other motorcycle brands and it increases customer loyalty substantially. The memories that the Harley riders make when participating in this event and all the events that Harley holds are directly related to the company and it’s products. This means that if their expectations are met at the events...