Harley Davidson Media Planning Project Presentation
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Transcript of Harley Davidson Media Planning Project Presentation
Plan Summary
• Target women for the Sportster
line while maintaining classic
Harley culture
• National and spot plan that
targets females 18-34
• Ultimate goal to increase
Sportster sales by 3,000 units
Target Profile • Marie, 29
• Business manager works 9-5
• Has husband and 2 boys
• Looking for a way to relieve stress
Market Info
• Largest manufacturer of heavyweight motorcycles in the
world
• Competitors
• Honda Shadow
• Suzuki Boulevard
• Yamaha V-Star 650
• Kawasaki Vulcan
Media Background
• Largest advertising budget compared to competitors
• Highest SOV in:
• Outdoor
• Network and National Spot Radio
• Network TV
• National Newspapers
• Magazines
• Internet
Creative Strategy
• Awareness campaign
• Continuing the tradition of manufacturing brand loyalty
• Not just buying a motorcycle, but joining a family
• Woman’s desire to escape
Objectives
• Awareness campaign
• National:
-Reach 70%
-Frequency 1.2
-Boost reach to 75% during:
• January
• February
• June
• August
• Spot:
-Reach 80%
-Frequency 1.2
Spot Markets
Greensboro, NC Wilkes Barre, PA
Birmingham, AL Tampa, FL
Pittsburgh, PA Phoenix, AZ
Orlando, FL Portland-Auburn, NE
Charlotte, NC Raleigh, NC
Norfolk, VA Harrisburg, PA
Media Mix Number of Ad Units Per Medium Per Month
Medium Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Total
GRPs
Net-TV: E-Morn 5 5 5 5 5 5 5 5 5 5 5 5 60
Net-TV: Prime 10 10 5 5 5 10 5 10 5 5 5 5 80
Net Cable: E-Fringe 5 5 5 5 5 5 5 5 5 5 5 5 60
Net Cable: Prime 10 10 5 5 5 10 5 10 5 5 5 5 80
Natl Syn 10 10 10 10 10 10 10 10 10 10 10 10 120
Net Rad: M-Drive 35 35 35 35 35 35 35 35 35 35 35 35 420
Net Rad: E-Drive 35 35 35 35 35 35 35 35 35 35 35 35 420
Mags: Women 35 35 30 30 30 35 30 35 30 30 30 30 380
Mags: Gen Int 35 35 27 27 27 35 27 35 27 27 27 27 356
Spot-TV: Prime 12 12 12 12 12 12 12 12 12 12 12 12 144
Spot Cable 12 12 12 12 12 12 12 12 12 12 12 12 144
Spot Rad: M-Drive 12 12 12 12 12 12 12 12 12 12 12 12 144
Spot Rad: E-Drive 12 12 12 12 12 12 12 12 12 12 12 12 144
Outdoor 1218 1218 1218 1218 1218 1218 1218 1218 1218 1218 1218 1218 14621
Vehicle mix Radio Genres and Magazines Titles
Radio • Urban
• Gospel
• Ethnic
• Variety
• Rock
• Classic rock
Magazines • Allure
• Bridal Guide
• CycleWorld
• Ebony
• Endless Vacation
• Entertainment Weekly
• Essence
• Fitness
• Forbes
• Health
• Vibe
• Mother Earth News
• Lucky
• Latina
• Delta Sky
• US News & World Report
• Money Garden Design
• USA Today
• Spin
• Metropolitan Home
• Diabete’s Forcast
• Rolling Stones
• Life & Style Weekly
• Business Week
• Modern Bride