STP + Marketing Mix

Click to edit Master subtitle style Presented by:Mr. Abhijit Dubey (P71004) Mr. Abhishek Shrivastava (P71007) Mr. Amol Kakde (P71015) Mr. Animesh (P71018) Mr. Madhukar Trivedi (P71056) 7/17/12

Topic : STP + Marketing Mix

Product : Motorbike Company : Harley Click to edit Master subtitle style Davidson
Wefulfilldreamsthroughtheexperiencesofm otorcycling,by providing to motorcyclists and to the general public an expanding line ofmotorcycles,brandedproductsandservicesin selectedmarket segments.
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HARLEY DAVIDSON

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Segmentation, Targeting, Positioning

Requirements for effective Segmentation

High Quality Accessible Differentiable

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SEGMENTATION

GEOGRAPHIC SEGMENTATION

Cities: Mumbai(Bandra West), Delhi, Bangalore, Chandigarh, Hyderabad & Ahmedabad

Size : Population of 10,000 & above Density : Urban crowd

DEMOGRAPHIC SEGMENTATION
7/17/12 Age : 27 45 years

SEGMENTATION Contd

PSYCHOGRAPHIC

Lifestyle : Touring Enthusiasts and Outdoor Oriented

Personality : Innovators, Achievers

BEHAVIORAL

Benefit Sought Occasions : Leisure Riding and Planning Weekend Rides

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Benefits : Design & Quality

TARGETING

To gain Heart-Share in the Indian market and be revered as a brand. To gain Mind-Share in the Indian market as being the premierbikes for leisure riding To gain Market share by effectively creating and meeting needs for a Harley Experiencein the Indian market. To create a loyal bikers community in India (HOG-Harley Owners Group).

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TARGETING Contd
People who Golf, Who Own Yachts, Indulge in leisure activities. (Yacht owners are in Kochi, Goa & Mumbai). Hospitality Segment: Hoteliers, Resort owners in tourist destinations are always looking to add new luxury items into their fleet for their clients to indulge into leisure activities. Clubs & Parties : Many Wealthy businessman and their 2nd generation kids party at places like F-Bar (Hotel Ashoka Delhi) , Score (Chandigarh) etc.

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POSITIONING

Among Premium Bikes, Harley Davidson is a brand of high-performing cruisers that has been giving a unique riding experience to bikers since 1903

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MARKETING MIX
Variety : 1. Touring Bikes-Big Twin engines and large-diameter telescopic forks 2. Sports bikes- For the Sportster Evolution engines used since the mid 1980s, there have been two engine sizes XL1100, XL1200 3. Dyna-Models utilize the big-twin engine (F), small-diameter telescopic forks 4. Revolution-Models utilize the Revolution engine (VR), and the street versions are designated Street Custom (SC) 5. Softail-Models utilize the bigtwin engine (F) and the Softail chassis (ST) Services : Okhla, South Delhi, New Delhi

PRODUCT

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PRODUCT
Quality: High performance bikes Competitors:

Kawasaki Ninja Suzuki Hayabusa Ducati Hypermotard

Brand Name:

7/17/12Fat The

Boy

PRICE
Price Range: Rs. 6,95,000 Rs. 34,95,000/- (ExShowroom) Based on Power and Design Change in pricing policy doest not affect sales as brand name plays an important role here.

PLACE

Channels: Dealers with an average flow of customers Coverage: Major Metros and Developed Cities Locations: Chandigarh, Delhi, Mumbai, Hyderabad and 7/17/12 Bangalore

A well connected system with of carefully chosen dealers. Main Dealer - Delhi

Logistics

Chandigarh Bangalore Ahmedabad Retailers Retailers Mumbai

Hyderabad

Bandra West Bridges HD 7/17/12

Nine

PROMOTION

Advertising

Locally advertising through print media like magazines & hoardings. Limited promotional policies to target a particular sector of people.

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The Journey New Way of Promotion:

A Journey from Mumbai to Leh covering a massive distance of 5500 kilometers.

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Mahendra Singh Dhoni

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