Harley Davidson has customarily targeted middle-aged white men. This concentrate on arises away of a number of factors. Is that most users do not depend on their Harley davidson Davidson his or her primary method of transport, so the purchase is definitely discretionary. This skews the target demographic more mature because youthful demographics you don’t have thousands of discretionary dollars to pay. The bikes are also priced at a premium, which further shoves them in an older marketplace. The image of freedom which the company projects is also symbolic – Harley davidson wants customers to reconnect with their junior now that youngsters have left your home, and to reunite with the spirit of freedom in their lives.
The company has utilized both the cost element as well as the freedom element in its placement strategy, however the product on its own also displays the placing. Harley makes heavyweight and superheavyweight motorcycles, which inherently carry an increased cost. This all but makes the company to consider premium positioning in the market, which in turns qualified prospects Harley to target a specific market that can find the money for such entertainment.
2 . The animal that I would most associate with Harley Davidson is the wild hog. It’s a big, burly animal, won’t go fast, but contains a certain liberty and wildness that its more trained cousins lack. It can snarl when vulnerable, but is usually interested in its freedom.
several. Harley provides explored a defieicency of appealing to ladies and to customers that are as well old to offer the strength to take care of a full-sized bike. Both of these markets need lighter, easier-to-handle Harleys. The corporation has toyed with building these kinds of bikes. With women, a higher amount of customization would probably be a very good tactical maneuver as well, to enable them to create Harleys in their very own image, rather than having the picture dictated to them.
5. Harley can experience some backlash by targeting women, yes, because the company’s graphic might shed some of it is macho element. A female untamed hog is just as gritty, snarly a beast as a man wild hog, but if the company makes smaller, prettier bicycles to charm to women, that could water down brand picture. There is a fine line which the company need to tread, but it really can do it with careful logos and placement.
5. That generally will not make sense intended for Harley to work with celebrities to endorse the merchandise. Harley Davidson has a strong brand individuality of a unique, such that it is just a celebrity; some other celebrity will distract from your personality with the bike. Remember that celebrities provide personality and credibility into a brand – these are not really things that Harley Davidson lacks. There is risk which the celebrity’s picture changes, which can be more likely to happen than the provider’s image changing. For example , there might have been an area