Harley Davidson's marketing mix

Marketing mix

The four p’s have been used to get an easy view over Harley Davidson's marketing mix.

The four P's

Product

Harley-Davidson has maintained a certain level of wow factor when it comes to providing bike models in the market. They have always been aiming for heavily built bikes, which contain a strong engine, which gives both power and the trademark thumping sound, which gives an experience which no other bike gives. Another trademark of Harley-Davidson is the designs, which are customized as per the biker and which make every bike unique. They offer customers a variety of models to choose from, apart from dealing with accessories, and engines, that can be traded cheaply, as the bikes are highly customizable and option windows are open to its customers and prospects. Besides selling bikes Harley-Davidson also sells merchandise and biker clothes, and all kind of different accessories to the bikes.

Promotion

Harley-Davidson's promotion is very strategically designed and complicating which is Harley-Davidson has maintained its class through the years. Harley-Davidson’s promotional mix contains five strategies, personal selling, advertising, sales promotion, public relations and direct marketing.

Harley-Davidson promotes a lot by personal selling, the selling technique is used to encourage customers to explore and try the company’s motorcycles at the Harley-Davidsons stores. Harley-Davidson also uses public relations, by organizing and supporting their club the Harley Owners Group in different rallies in various locations, by promoting and increase awareness about the company’s brands and products. Sales promotion is often used in their marketing mix. Because of their strong product portfolio, Harley-Davidson does not believe in generalizing itself and therefore advertises they only in the top magazines, hoardings and print media. But the major pull of the product is created through the product and by displaying the product. But what Harley-Davidson promote most over the year is what they stand for. Such as quality, strength, friendship, and enjoying the journey of life. Harley wants to encourage its customers to take to the road and drive the bike to the fill of their heart.

Place

Harley-Davidson has got a fantastic brand equity which has resulted in a distribution all over the world. For this to happen has Harley-Davidson made dealerships with retailers from all over the world, so they can be authorized Harley-Davidsons dealers or rental dealers. Besides that, has Harley- Davidson also an online store. Harley-Davidson has established production three places is in the world, in India to the Asian market, in Brazil to the Hispanic marked and one in America.

Price

Harley-Davidson deals with mainly heavy built chassis and high displacement engines, this gives their products a particular level of quality, which is also what their segment of customers are expecting. Harley- Davidson has always been following the premium pricing strategy and has absolutely no excuse not to. But due to this policy, have the company experienced a lot of setbacks and has also gone through red periods in its profit curves. But besides that to this day, they still carry its bandwagon strategy forward.