Building Brand

Community on
Posse Ride

Group V1

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 pote

ntial

Recommendations

Background

Harley Owners Group (HOG)

Established in 1983

Sponsored motorcycle enthusiast club

Enhanced Harley Davidson lifestyle exper

ience

Annual value of active HOG member esti

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

HOG -brief overview

Supported on national, local and intern

ational levels

Rallies used to link riders in a broader co

mmunity and gain loyalty

Destination rallies and Rolling rallies

HOG members live the brand through th

ese events and increase brand equity

Posse Ride brief overview

Based largely on spontaneity- the oath, s

tory time etc

Riding is the main source of entertainme

nt

Coast to coast and border to border

Harleys primary intent

Should Harley continue

to sponsor Posse ride?

SWOT analysis
Popular
Low Cost
Inc Brand awareness
Detract from
negative
images of the brand

Integrate rolling
rallies for causes
Dealers

Logistical issues
Lack of structure
Time consuming

Localities
refusing to
co-operate
Most rallies not
limited to brand

Benefits of Posse ride

Company

High adventure low cos

t

Epic-ness

Brand popularity

Customer loyalty

Bonding with customer

s

Dealer

Schedule Stopdealer stops

Great opportunities for
dealers
Reach tourists and
neighbourhood

Reasons to maintain

Increased satisfaction in multiple member s

egments
Increased customer-management interacti
on
Increased ease of coordination
Increased member participation while retai
ning 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 Association
American

Mystique

Lifestyle
Heritage
Patriotic

Feelings
Values
Brand
Style

Distinctive
Design
Classic

H.O.G
Member
Loyal
Pride
Tattoo

Freedom
Adventure
Energy
Discoverin
g

Building Brand Community

Brand Recognition
Creating Bonds
Focus on customer needs
Make your customers feel privilege
d
Customer satisfaction v/s Custome
r loyalty
Novelty

MAXIMIZE THE EFFECTIVE

NESS AND PROFIT MAKIN
G POTENTIAL

Disappointments

Queues to buy T-Shirts and official ride c

ertificates
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 mechanis
m

Design Recommendations

Involve H.O.G members in posse ride ro

ute selection

Deploy more Harley employees and incr

ease employee participation

Remove queue and mail instead

Increase the size of the survey

Reach out to customer after the posse ri

de 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 Millio
n
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 filli
ng
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 poss
e ride
Gain Revenue from Billboards as the Harley Davidson
posse ride attracts tourists and local people

ts m e

Unique
event
Cares
about
me
Underst
an
ds me

Part of
my life

Represe
n

Satisfed

Sense
of
kLin
ifsehloipn
g
friends
I
underst
and
Would
Hra
erclo
em
y mend

Underst
a
nds ridin
g

Buy Ano
ther

Sign up
again

Feedback statistics
7

Recommendation

Adequately stock merchandise

Follow up with members

Better scheduling at dealership

More executives per rider basis

Grievance redressal

Questions??