HARLEY DAVIDSON India

Echoes ou.Y

Rishabh Kaul Tulasi Prasad Srishti Sardana

Experiential Learning Module Project, August 2011

Young India Fellowship Program 2011-2012

Through The Indian Lenses

India is DIVERSE Infinite Cultures, Animated and Emotional Facets, Unpredictable Terrains HERS is A Collective Society Yet collective in Niches, Bound by Values Socio economic rollercoaster Extreme Wealth, Extreme Poverty separated by a lifetime of aspirations Brand Consciousness? Old Faithfulness co-exists with merciless choice GLOCAL FORCES James Bond’s suits endorsed by Amitabh Bachchan NICHE = New Trend-Setters Consumers as community and evangelists

What Is HARLEY To INDIA?tempests of illusions

A LUXURY BIKE! Masculine Awesome yet Unaffordable Invisible to the ROAD (& EYE) Tattoos, Punks, Sluts & Intoxication INAPT for INDIAN ROADs Lack of Merchandize ‘Not For ME’ : Utility? Price?

What CAN HARLEY be to INDIA?Amplification to the voice within

THREAD TO HER DIVERSITY

From POETS to POLITICIANs.

Everyone who Cherishes his Freedom, Is INVITED.

Create The Sense of Individual Identity

Combat OBSOLETE STEREoTYPES

Why should boys have all the fun?

A manifesto of Harley Davidson

India’s Brand Extension

Creates Not followers BUT evangelists.

Harley is more than a chopper, more than a brand. It’s spiritual.

Many aspire for a Harley Davidson Motorcycle yet cannot afford it. They may want the experience of the bike, but would also like to touch and feel another product which comes from

the same makers.

It then is just not about the product

but the sentiment

Class vs. Mass dilemma

The Idea is to maintain the class, yet make it affordable to the mass. If not a bike, then what else could be offered which is within their range?

A product for every price range.

Asking the right questions?

“When will the market develop to afford our bikes?”

TO

“What can I offer to this growing population, that it would buy?”

Need and Relevance

One way of looking at the brand extension is in terms of addressing the relevance.

A TARGET

Sectors such as Education, Healthcare and Fitness are big issues and concerns for Indians. Products in these sectors (amongst many others) would enable those with ‘Harley’, an affinity toward it. At the same time, would compel others want to know more about it.

Non Obvious Insight: Upturning all stones

Example

Obvious Strategy: Harley Davidson sponsoring a rock concert

Non-Obvious Strategy: With General Elections approaching, Harley Davidson pitches the idea of freedom and identity to leading political consulting companies to advise their political clients to embrace Harley as a mode of transportation during their Political rallies. The middle man, such as the political consultant is crucial in this case since Harley isn’t a partisan brand. It’s for everyone who wants and earns it.   

As HARLEY ROARSHead Scratches

&We opine

An intimacy of a quantitative analyses of

market trends, stakeholder profiles, risks

and stakes, with the qualitative

understanding of the loyal HARLEY

owners (by spending time with them,

understanding their choices and

preferences, communicating with them

their thoughts, approaches and

emotions), to create a bridge between

them and those who aspire, or want to

aspire for the Harley, is our unique

repertoire.

We have The intermingling of the forces of business, design and consumer behavior, that caters to a plethora of

Perspectives by:

Similar product in a different form from the original parent product, is not what HARLEY aims at. It conveys status

and a sense of Self, that the customers would seek in its other products as well. Brand Extension then is to make

the spirit of Harley Davidson more pervasive.

With many ways to engage with the Brand, this would bring a new breed of customers as well as strengthen the

already existing Harley Community.

Data from Harley distributors of sales will help us pilot the project whose success or failure could be used as a case

to further implement these in other areas.

• If the distributors (either franchisees or Malls etc) resonate with the intent of the brand, they may perceive less risk with an extended product.

• Legacy matters. The extended product will attract quicker customer awareness and willingness to trial or sample the product,

• This may even lower the cost of promotional launch tactics.

Yet, We are Hungry Fools. We come with no bias.