indian motorcycle strategy presentation
Post on 13-Sep-2014
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DESCRIPTION
We completed an analysis of Indian Motorcycle's current situation since being acquired by Polaris. We completed market research, conducted interviews with Indian fanatics, collectors, dealers, etc., competitive analysis, and watched "The World's Fastest Indian", starring Anthony Hopkins. Indian Motorcycle has a fantastic legacy, and our research proved that they are in a unique position to capitalize on their brand and position themselves into a market that allows them to regain an identity that has been lost, modified, and adjusted over the past 100 years. This presentation is a simple and visual aid we used to tell the story of Indian Motorcycle and to make our recommendation.TRANSCRIPT
“The most important thing to consider about the acquisition of the Indian Motorcycle Company is that we gain a brand. A brand with a living history. A brand that means something to people. A brand that stirs passion in hearts of the motorcyclist ...This is what we are selling. The brand image, the feeling”.
- Scott Wine, CEO Polaris Industries
1901 1917 1930 1939
GEORGE HENDEE & OSCAR HEDSTROM
1945
1901 1917 1930 1939
GEORGE HENDEE & OSCAR HEDSTROM
1945
1901 1917 1930 1939
WWI: 60% TO MILITARY
1945
1901 1917 1930 1939
WWI: 60% TO MILITARY
DUPONT
1945
1901 1917 1930 1939
WWI: 60% TO MILITARY
DUPONT
1945
WWII: 100% TO MILITARY
1901 1917 1930 1939
WWI: 60% TO MILITARY
DUPONT
1945
WWII: 100% TO MILITARY
PURCHASED BY RALPH B. ROGERS
1970 198519531954
1998 20112005
1970 198519531954
1998 20112005
1970 198519531954
1998 20112005
1970 198519531954
1998 20112005
1970 198519531954
1998 20112005
1970 198519531954
1998 20112005
1901 1917 1930 1939 1945 19531954
1970 1985 1998 2011
DUPONT PURCHASED BY RALPH B. ROGERS
2005
1901 1917 1930 1939 1945 19531954
1970 1985 1998 2011
DUPONT PURCHASED BY RALPH B. ROGERS
2005
HOW CANPOLARIS
S U C C E E DWHERE SO MANY HAVE
FAILED?
RESOURCES
U.S. HEAVYWEIGHTS
$4 BILLION$400 - $600 MILLION
(PREMIUM MARKET)
U.S. HEAVYWEIGHTS$4 BILLION$400 - $600 MILLION
(PREMIUM MARKET)
U.S. HEAVYWEIGHTS$4 BILLION$400 - $600 MILLION
(PREMIUM MARKET)
U.S. HEAVYWEIGHTS$4 BILLION$400 - $600 MILLION
(PREMIUM MARKET)
*SOURCE: IBIS, “Motorcycle, Bike & Parts Manufacturing in the US,” March 2012. Datamonitor,”Motorcycles in the United States,” September 2010. U.S. Census Bureau 2010. Income based on number of households 45 to 64 earning over $100,000 per year.
MATURE MARKET
MATURE MARKETHarley Rider - Average age increased ~45 to 49 over the last five years.
*SOURCE: NY Times, “Harley, You’re Not Getting Any Younger,” March 2009, JD Power and Associates 2010 U.S. Motorcycle Competitive Information Study.
MARKET SHARE
*SOURCE: Powersports, 2011
MARKET SHARE
*SOURCE: Powersports, 2011
MARKET SHAREHD - 33%
*SOURCE: Powersports, 2011
MARKET SHAREHD - 33%
VICTORY - 2%*SOURCE: Powersports, 2011
MARKET SEGMENTATION
*SOURCE: Polaris Internal Memo 2011
MARKET SEGMENTATION
DIE HARDS - 39%
*SOURCE: Polaris Internal Memo 2011
MARKET SEGMENTATION
DIE HARDS - 39%
PERFORMANCE ENTHUSIASTS - 21%
*SOURCE: Polaris Internal Memo 2011
MARKET SEGMENTATION
DIE HARDS - 39%
PERFORMANCE ENTHUSIASTS - 21%
EVERYDAY RIDERS - 15%
*SOURCE: Polaris Internal Memo 2011
MARKET SEGMENTATION
DIE HARDS - 39%
PERFORMANCE ENTHUSIASTS - 21%
EVERYDAY RIDERS - 15%
SHOW OFFS - 14%
*SOURCE: Polaris Internal Memo 2011
MARKET SEGMENTATION
DIE HARDS - 39%
PERFORMANCE ENTHUSIASTS - 21%
EVERYDAY RIDERS - 15%
SHOW OFFS - 14%
WEEKEND RIDERS - 11%*SOURCE: Polaris Internal Memo 2011
MARKET SEGMENTATION
DIE HARDS - 39%
PERFORMANCE ENTHUSIASTS - 21%
EVERYDAY RIDERS - 15%
SHOW OFFS - 14%
WEEKEND RIDERS - 11%*SOURCE: Polaris Internal Memo 2011
“NOT a fan of the soccer mom on a Harley.” – Shelly Maynard, California
“It’s probably just a ploy to bring the yuppie styles back to buying since sales are down.”
– President, Springfield, Ohio Chapter
*SOURCE: HDForums, “United by Independents” campaign
STRATEGICOPTIONS
$10KSCOUT
SPORTSTER COMPETITOR
PREMIUM DOMESTIC
PREMIUM INTERNATIONAL
$10KSCOUT
SPORTSTER COMPETITOR
PREMIUM DOMESTIC
PREMIUM INTERNATIONAL
$10KSCOUT
SPORTSTER COMPETITOR
PREMIUM DOMESTIC
PREMIUM INTERNATIONAL
$10KSCOUT HIT & MISS STYLE
SPORTSTER COMPETITOR
PREMIUM DOMESTIC
PREMIUM INTERNATIONAL
$10KSCOUT HIT & MISS STYLE
CAN’T COMPETE ON COST
SPORTSTER COMPETITOR
PREMIUM DOMESTIC
PREMIUM INTERNATIONAL
$10KSCOUT HIT & MISS STYLE
CAN’T COMPETE ON COSTUNKNOWN TO AUDIENCE
SPORTSTER COMPETITOR
PREMIUM DOMESTIC
PREMIUM INTERNATIONAL
$10KSCOUT
SPORTSTER COMPETITOR
PREMIUM DOMESTIC
PREMIUM INTERNATIONAL
$10KSCOUT
SPORTSTER COMPETITOR
PREMIUM DOMESTIC
PREMIUM INTERNATIONAL
$10KSCOUT
SPREAD TOO THIN
SPORTSTER COMPETITOR
PREMIUM DOMESTIC
PREMIUM INTERNATIONAL
$10KSCOUT
SPREAD TOO THINMcDONALDS vs AMERICAN BURGER
SPORTSTER COMPETITOR
PREMIUM DOMESTIC
PREMIUM INTERNATIONAL
$10KSCOUT
SPORTSTER COMPETITOR
PREMIUM DOMESTIC
PREMIUM INTERNATIONAL
$10KSCOUT
SPORTSTER COMPETITORPREMIUM DOMESTIC
PREMIUM INTERNATIONAL
$10KSCOUT
NICHE OPPORTUNITY
SPORTSTER COMPETITORPREMIUM DOMESTIC
PREMIUM INTERNATIONAL
$10KSCOUT
NICHE OPPORTUNITYBRAND BUILDING
SPORTSTER COMPETITORPREMIUM DOMESTIC
PREMIUM INTERNATIONAL
$10KSCOUT
NICHE OPPORTUNITYBRAND BUILDINGGROSS PROFIT
SPORTSTER COMPETITORPREMIUM DOMESTIC
PREMIUM INTERNATIONAL
RECOMMENDATIONS
RECOMMENDATIONS1) PREMIUM DOMESTIC
RECOMMENDATIONS1) PREMIUM DOMESTIC2) DEALER DEVELOPMENT
PREMIUM DOMESTIC
PREMIUMHERITAGEMARKETING
PREMIUM DOMESTIC
$18K - $38KPREMIUMHERITAGEMARKETING
PREMIUM DOMESTIC
$18K - $38K
150 DOMESTICDEALERS
PREMIUMHERITAGEMARKETING
PREMIUM DOMESTIC
DEALER DEVELOPMENT
DEALER DEVELOPMENT
CORPORATE CONSULTING
DEALER DEVELOPMENT
FLAGSHIP 20
CORPORATE CONSULTING
DEALER DEVELOPMENT
”DEALER VISION” DESIGN
FLAGSHIP 20
CORPORATE CONSULTING
