Harley Davidson is a master of marketing by Tatiana Canaviri.
Harley Davidson Video #2 Assignment by Tatiana Canaviri my wife.
1. Harley Davidson provides it’s customers with form utility by its unique way of encouraging “customization” which gives an individualized appearance to each of its customer’s Hogs. In addition, they provide time and place utility to their customers by providing availability of the products at any given time using their website, dealerships, and also over 300 events that puts the product easily and readily accessible throughout their market territories. This makes the ownership utility process occur naturally because of the ease of purchasing, special shipping programs, and events. Harley Davidson has crews, people and equipment at these events, which allows for face to face interaction throughout the markets. The utility of ownership is further complimented by allowing purchases by phone, computer or in person.
2. Harley Davidson creates customer satisfaction with its products by utilizing several strategies. First, the company has developed activities which allow for face to face interaction. Anyone in the company has the opportunity to go out and work the events, including those from the warranty and service departments. This is a great methodology for resolving issues, answering questions, or to just generate more enthusiasm on the part of the customer. Additional satisfaction occurs with the Harley motorcycle shipping programs, rental programs, and by showing a level of commitment to their customers that beats the competition hands down. Harley Davidson creates a family, and therefore brand loyalty and satisfaction.
3. For Harley Davidson, the actual target market is hard to define because it is varied on factors such as age, gender, socio-economic groupings. So whether it is a shop worker or a CEO from a large company, each potential customer is treated the same and everyone are considered as an equal. Harley Davidson focuses a lot on repeat customers and word-of mouth advertising. The events allow for pursuing new customers. In addition, Harley encourages new riders to get involved motorcycling through rider training programs called “Riders Edge”. The websites allows several services which encourage it’s customers to have new experiences as well. The repurchase rate is very high for this brand, and a lot of the marketing capital goes to repeat and referral efforts.
4. Harley Davidson gets an A + in relationship marketing. The company practices and implements relationship marketing in the following manner. First, it
1. Harley Davidson provides it’s customers with form utility by its unique way of encouraging “customization” which gives an individualized appearance to each of its customer’s Hogs. In addition, they provide time and place utility to their customers by providing availability of the products at any given time using their website, dealerships, and also over 300 events that puts the product easily and readily accessible throughout their market territories. This makes the ownership utility process occur naturally because of the ease of purchasing, special shipping programs, and events. Harley Davidson has crews, people and equipment at these events, which allows for face to face interaction throughout the markets. The utility of ownership is further complimented by allowing purchases by phone, computer or in person.
2. Harley Davidson creates customer satisfaction with its products by utilizing several strategies. First, the company has developed activities which allow for face to face interaction. Anyone in the company has the opportunity to go out and work the events, including those from the warranty and service departments. This is a great methodology for resolving issues, answering questions, or to just generate more enthusiasm on the part of the customer. Additional satisfaction occurs with the Harley motorcycle shipping programs, rental programs, and by showing a level of commitment to their customers that beats the competition hands down. Harley Davidson creates a family, and therefore brand loyalty and satisfaction.
3. For Harley Davidson, the actual target market is hard to define because it is varied on factors such as age, gender, socio-economic groupings. So whether it is a shop worker or a CEO from a large company, each potential customer is treated the same and everyone are considered as an equal. Harley Davidson focuses a lot on repeat customers and word-of mouth advertising. The events allow for pursuing new customers. In addition, Harley encourages new riders to get involved motorcycling through rider training programs called “Riders Edge”. The websites allows several services which encourage it’s customers to have new experiences as well. The repurchase rate is very high for this brand, and a lot of the marketing capital goes to repeat and referral efforts.
4. Harley Davidson gets an A + in relationship marketing. The company practices and implements relationship marketing in the following manner. First, it
From the desk of Edward E. Cambas - I am really glad that someone gets it. Harley Davidson is a great company and realization that the customer is the most important thing, keeps the repeat and referral business alive and well.
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