Harley Davidson Posse Ride

Topics: Brand, Harley-Davidson, Brand equity Pages: 2 (586 words) Published: April 23, 2005
This is to recommend continued sponsorship of the Posse ride. In order to maximize the effectiveness and profit-making potential, I propose the following changes in this program – 1) Repeating successful routes. 2) Involvement of HOG members in route selection. 3) Follow up with Posse participants 30 days after the completion of events. 4) Creating spontaneity during the ride. 5) Increased participation of employees on the rides. These new initiatives would help us better understand customer needs and build long lasting relationship with customers.

A Harley-Davidson motorcycle is more than just a mode of transportation or ordinary product. It's an American icon that is much loved and recognized around the world. So, while we are dedicated to continuous innovation, we have opted for evolution more than revolution to carefully preserve the elements that make a Harley distinct – Posse ride is one of the key elements. Riding is the essence of motorcycling experience. The Posse ride builds resonance between die hard members of the Harley community. The stories narrated by riders attract non Harley/HOG members. The Posse ride presents us with an opportunity to gain feedback from customers in an environment of extended accessibility and intimacy. Furthermore, it enables us to provide promotional offering satisfying the need of die-hard HOG members. The Posse Ride links riders together into a broad community. The rite of passage provided during various rallies legitimizes premium exclusivity of the Harley brand and lifestyle associated with it. Reinforcement of the brand leads to more sales and profits. In addition, it provides our dealers to generate revenue and sell merchandise at stores. Currently only 1 in 1,000 members took part in 1999 Posse ride. Repeating successful routes attracts new riders who have heard stories from other HOG members. Using the same route leads to greater efficiency and builds better relationship with dealers. We could also utilize the...
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