HARLEY-DAVIDSON
MARKET INSIGHT & STRATEGY DEVELOPMENT
To ensure the brand’s market share leadership and increase distance to second place in a competitive market with shifting attitudes, the strategic challenge was to segment the market and position Harley-Davidson as the most desirable motorcycle to each, with their unique usage and attitude constructs.
Key to this was to identify segments just outside the margins where the brand had not generally gained traction due to perceived barriers and lack of focus.
This major project was the result of a collaboration between several agencies, drawing on insight from research groups, industry insiders and the global marketing framework to design a long-term marketing strategy to support the brand.
Strategic imperatives and outcomes were identifying, visualising and quantifying those segment opportunities, align investment effort accordingly across segments, all marketing mix elements and channels, craft marketing communications that challenged uncovered barriers and tapped into segment nuances, as well as to ensure regular follow up to monitor progress and change.
Having implemented the strategy, early key indicators were positive and the intender database had shown an increased growth.
