Group V1

Posse Ride

Building Brand Com-munity on

Agenda Background to the case H.O.G – brief overview Posse Ride - brief overview SWOT analysis Posse Ride and the HOG event mix Posse Ride and profit making potential Recommendations

Background

Harley Owners Group (HOG) Established in 1983 Sponsored motorcycle enthusiast club Enhanced Harley Davidson lifestyle experience Annual value of active HOG member

estimated at $5,575 inactive member at $4,725

HOG -brief overview

Supported on national, local and international levels

Rallies used to link riders in a broader community and gain loyalty

Destination rallies and Rolling rallies HOG members live the brand through these

events and increase brand equity

Posse Ride – brief overview

Based largely on spontaneity- the oath, story time etc

Riding is the main source of entertainment Coast to coast and border to border

Harley’s primary intent

Build a strong brand community

Increase brand loyalty

Raise average satisfac-tion with HOG

Raise active member-ship

Raise post-event sur-vey scores

Should Harley continue to sponsor Posse ride?

• Logistical issues• Lack of structure• Time consuming

• Integrate rolling rallies for causes

• Dealers

• Localities refusing to co-operate

• Most rallies not limited to brand

• Popular• Low Cost• Inc Brand awareness• Detract from negative

images of the brand

SWOT analysis

Strength Weakness

ThreatOpportunity

Benefits of Posse ride

High adventure low cost ‘Epic-ness’ Brand popularity Customer loyalty Bonding with customers

Schedule Stop- dealer stops

Great opportunities for dealers

Reach tourists and neighbourhood

Company Dealer

Reasons to maintain

• Increased satisfaction in multiple member segments

• Increased customer-management interaction• Increased ease of coordination• Increased member participation while retaining

exclusivity

ROLE OF POSSE RIDE IN THE H.O.G EVENT MIX

HOG Event Mix

Drag races International motorcycle shows Country/Continent wise rallies

Rolling rallies Destination rallies

Posse rides

Brand AssociationMystique

Style

American

Freedom

Feelings Values Brand

Distinctive Design Classic

Lifestyle Heritage Patriotic

Adventure Energy Discovering

H.O.G Member

Loyal Pride Tattoo

Building Brand Community

Brand Recognition Creating Bonds Focus on customer needs Make your customers feel privileged Customer satisfaction v/s Customer

loyalty Novelty

MAXIMIZE THE EFFECTIVENESS AND PROFIT MAKING POTENTIAL

Disappointments

• Queues to buy T-Shirts and official ride certificates

• No personal connection with officials• Day runs could have been longer• Lack of concern for personal opinions in route

selection and rally execution• Lack of surveys and feedback mechanism

Design Recommendations

• Involve H.O.G members in posse ride route selection

• Deploy more Harley employees and increase employee participation

• Remove queue and mail instead

• Increase the size of the survey

• Reach out to customer after the posse ride to receive feedback

Profit Potential

Revenue for Posse ride:

H.O.G Membership fee: 40$

Total Members: 500,000

Total Revenue: 500,000 x $40 = $20 Million

Cost for one posse ride: ~$100,000

Profit Potential• Increasing the registration limit and gain through

sale of merchandise• Commission on sales by establishing tie-ups with filling

stations, hotels, restaurants, bars, retail stores etc• Acquire Sponsorship for individual events like “Story night”

“H.O.G Oath” apart from “Title sponsor” for the posse ride• Gain Revenue from Billboards as the Harley Davidson posse

ride attracts tourists and local people

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Recommendation

Adequately stock merchandise Follow up with members Better scheduling at dealership More executives per rider basis Grievance redressal

Questions??