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Building the Harley-Davidson Brand Community

Building the Harley-Davidson Brand Community. Angela Juang, Bo Brown, Daniel So. Agenda. Background & Issues Objectives Opportunities Recommendation Action Plan Risk Mitigation Q & A. The Problem. The Problem. The Problem. The Problem. Background. Harley Owner’s Group (HOG)

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Building the Harley-Davidson Brand Community

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  1. Building the Harley-Davidson Brand Community Angela Juang, Bo Brown, Daniel So

  2. Agenda Background & Issues Objectives Opportunities Recommendation Action Plan Risk Mitigation Q & A

  3. The Problem

  4. The Problem

  5. The Problem

  6. The Problem

  7. Background • Harley Owner’s Group (HOG) • Facilitate lifestyle experience based on Harley-Davidson • Membership > 500,000 • Destination Rallies • Rolling Rallies

  8. Objectives

  9. Option 1: Expand Posse Ride

  10. Option 1: Expand Posse Ride • Benefits • Increased satisfaction in multiple member segments • Increased customer-management interaction • Increased ease of coordination • Increased member participation while retaining exclusivity

  11. Option 1: Expand Posse Ride • Risks • Decreased member interest with loss of overall exclusivity • Decreased member interest with loss of novelty • Increased planning costs • Increased strain on management

  12. Option 2: Eliminate Posse Ride

  13. Option 2: Eliminate Posse Ride Benefits • Increased customization • Increased integration of Harley Davidson in customer’s daily lives • More Active Membership • More brand loyalty • Less discontentment among members

  14. Option 2: Eliminate Posse Ride Risks • Disregarding the need of members who want exclusivity and prestige • Lack of interaction among members from different geographical locations • Absence of management interaction with members

  15. Recommendation

  16. Action Plan

  17. Risk Mitigation • Uniqueness and exclusivity through the original • Nature of events organized by local chapters • Achievement through recognition in the Hogs Tales magazine • Awarding of points for visiting other chapters • “Meet the Management” events at key-city chapters

  18. Q & A

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