Digital Writing Skills, Assignment 1
Brand: Harley- Davidson Inc.
About H-D:
Harley- Davidson is one of the most famous and iconic Motorcycle manufacturers in the world that was founded in 1903 in Milwaukee, Wisconsin USA. The company is known worldwide for it's unique motorcycles and the loyalty the customers have for this brand. Some may even refer to an actual Harley- Davidson lifestyle.
The brand offers six different families of motorcycles which are: Touring, Softail, Street, Dyna, Sportster and V- Rod (the latest addition to the family). Every motorcycle family has its own subcategories, which make up a fairly large variety and new bikes are occasionally added to each family.
Besides the marvelous motorcyles, Harley- Davidson also offers clothing for riding and every- day outfits, as well as accessories such as jewelery, helmets etc.
The brand offers six different families of motorcycles which are: Touring, Softail, Street, Dyna, Sportster and V- Rod (the latest addition to the family). Every motorcycle family has its own subcategories, which make up a fairly large variety and new bikes are occasionally added to each family.
Besides the marvelous motorcyles, Harley- Davidson also offers clothing for riding and every- day outfits, as well as accessories such as jewelery, helmets etc.Target Audience:
Everyone, regardless of age, culture or gender, who is looking for personal freedom, is searching to belong or/ and lost their heart to the road already.
To improve- What could be done
differently:
It is very hard to find flaws in this company, especially from my position. They exceed the likes of competitor brands such as Triumph Motorcycles Limited and Honda Motor Co., LTD by far, on every social media I had access to.
On their Instagram page I could find the hashtag #HarleyWomen, which gives the opportunity for women around the world to share pictures with their Harleys and their experiences of finding their personal freedom. I actually see this in a very positive way because that shows that riding motorcycles is not only for men.
Paid Marketing:
Harley- Davidson uses TV commercials as a way to market their (newest) motorcycles and fashion brand. But also to create the special Harley- feeling of freedom and to "belong".
But not only the Television is a form of the paid marketing strategy. The magazine "The Motor Officer" for instance, is dedicated to the policemen around the world, riding bikes supplied by Harley- Davidson and keeping the roads safe. Besides news about the policemen and their work, the magazine desplays other articles about new motorcycles or an anniversary, for instance.
Harley- Davidson uses TV commercials as a way to market their (newest) motorcycles and fashion brand. But also to create the special Harley- feeling of freedom and to "belong".
But not only the Television is a form of the paid marketing strategy. The magazine "The Motor Officer" for instance, is dedicated to the policemen around the world, riding bikes supplied by Harley- Davidson and keeping the roads safe. Besides news about the policemen and their work, the magazine desplays other articles about new motorcycles or an anniversary, for instance.
https://www.youtube.com/watch?v=MG89SPn68kE
Owned Marketing:
There are over 1,460 independently owned Harley- Davidson dealers spread across 90 countries, that sell motorcycles, accessories and "H-D" apparel so far and numbers keep rising.
Through the Harley- Davidson Riding Academy, new riders are brought into the brand and therfore help to enlargen the community.
Earned Marketing:
Harely- Davidson is present on various social media platforms such as Facebook, Twitter, Instagram, Youtube and so on. On Facebook, for instance, some Harley owners founded a group, where parts
or complete motorcycles can be exchanged/ sold.
Sources:
http://www.harley-davidson.com/content/h-d/en_US/home/motorcycles/police-fire-shrine/motor-officer.html
http://ar.harley-davidson.com/letter.php
http://www.harley-davidson.com/content/h-d/en_US/home/motorcycles/police-fire-shrine/motor-officer.html
http://ar.harley-davidson.com/letter.php
http://www.nytimes.com/2014/02/08/automobiles/pope-francis-harley-davidson-sells-for-327000-at-paris-auction.html?rref=collection%2Ftimestopic%2FHarley-Davidson%2C%20Inc.&action=click&contentCollection=business®ion=stream&module=stream_unit&version=latest&contentPlacement=10&pgtype=collection&_r=0
http://www.harley-davidson.com/content/h-d/en_US/company.html
http://www.hoovers.com/company-information/cs/competition.harley-davidson_inc.5a3594463c0cc7ef.html
https://www.google.nl/search?hl=en&site=imghp&tbm=isch&source=hp&biw=1366&bih=667&q=Harley-+Davidson+women+and+men&oq=Harley-+Davidson+women+and+men&gs_l=img.3...957.14980.0.15471.38.24.0.14.1.0.129.1723.21j2.23.0....0...1ac.1.64.img..1.23.1676.jL5PGAUFk7c#hl=en&tbm=isch&q=Harley-+Davidson+group&imgrc=9aqYRG1X3m3f1M%3A
https://www.google.nl/search?hl=en&site=imghp&tbm=isch&source=hp&biw=1366&bih=667&q=Harley-+Davidson+women+and+men&oq=Harley-+Davidson+women+and+men&gs_l=img.3...957.14980.0.15471.38.24.0.14.1.0.129.1723.21j2.23.0....0...1ac.1.64.img..1.23.1676.jL5PGAUFk7c#hl=en&tbm=isch&q=Harley-+Davidson+group&imgrc=qScMBx6Y1tdsbM%3A
http://www.harley-davidson.com/content/h-d/en_US/company.html
http://www.hoovers.com/company-information/cs/competition.harley-davidson_inc.5a3594463c0cc7ef.html
https://www.google.nl/search?hl=en&site=imghp&tbm=isch&source=hp&biw=1366&bih=667&q=Harley-+Davidson+women+and+men&oq=Harley-+Davidson+women+and+men&gs_l=img.3...957.14980.0.15471.38.24.0.14.1.0.129.1723.21j2.23.0....0...1ac.1.64.img..1.23.1676.jL5PGAUFk7c#hl=en&tbm=isch&q=Harley-+Davidson+group&imgrc=9aqYRG1X3m3f1M%3A
https://www.google.nl/search?hl=en&site=imghp&tbm=isch&source=hp&biw=1366&bih=667&q=Harley-+Davidson+women+and+men&oq=Harley-+Davidson+women+and+men&gs_l=img.3...957.14980.0.15471.38.24.0.14.1.0.129.1723.21j2.23.0....0...1ac.1.64.img..1.23.1676.jL5PGAUFk7c#hl=en&tbm=isch&q=Harley-+Davidson+group&imgrc=qScMBx6Y1tdsbM%3A
