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Table Of Contents

Executive Summary.1

SWOT.4

Creative Brief17

Media Objectives/Strategies..22

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Appendix35

Executive Summary
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The goal of this campaign is to increase sales of the Harley Davidson Sportster among the target audience of women ages 35-44 that are married, with some college education, and self described as Gen X females seeking to escape boredom. The HD Sportsters weight and balance is ideal for the average womans frame. The plan is to increase sales amongst this target audience by 3,000 units within one year. Annual production of the HD Sportster is 19,400 units/year. Within one year of the campaign, increasing the total sales of HD Sportster units to 22,400 is the marketing task. We will build the HD franchise by marketing the Sportster directly to women. By grasping and understanding the Harley culture through researching quantitative, as well as lifestyle data, this media plan will use inclusion marketing to market the Harley Davidson brand directly to the target audience.
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DMA for the media plan is:


New York, NY Los Angeles, CA Chicago, IL Philadelphia, PA San Francisco, CA

Television the ad will present the image of the Harley culture and what the consumer will be included in with the purchase of the Sportster. Outdoor billboards in top 5 DMAs on major highways and high Harley traffic such as interstates and county roads. Non traditional media

Sponsor MADD ride off which will also reinforce the brand amongst the Sportsters target audience Sponsor a bowl-off in each of the top 5 DMAs
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SWOT Situational Analysis


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Analysis of Marketing Objectives & Strategies What are the 4 Ps of Harley-Davidson? Product - Harley-Davidson Sportster. Currently, the Sportster is offered in 7 models for 2009.

883 Low XL 883L 883 Custom XL 883C Iron 883 XL 883 N 1200 Nightster XL 1200N 1200 Low XL 1200L 1200 Custom XL 1200C XR 1200

Place - Harley-Davidson has cultivated close relationships with dealers and provided a full line of products, such as clothing, to expand the profitability of the Harley brand. 4/28/12 Dealerships have become a gathering place for the

A few key numbers for Harley-Davidson in 2008.


Company Type Public (NYSE: HOG) Fiscal Year-End December 2008 Sales (mil.) $5,971.3 1-Year Sales Growth (2.8%) 2008 Net Income (mil.) $654.7 1-Year Net Income Growth (29.9%) 2008 Employees 10,100 1-Year Employee Growth 3.3% What is the total size of this market?


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Primary Women 35-44 (9,872,800) Secondary Women 25-34 (8,759,200)


6 What methods have been used to sell this product?

Product life cycle?

Harley-Davidson has peaked its age at over a century. Being at a mature stage in its market and life cycle, Harley-Davidson still competes with ease against competitors still today. Any sales goals Harley-Davidson expects for there products?

HD experienced a drop in revenue in 2007 from $61,430,000 to an estimated value of $59,971,300 Increasing their brand awareness, sponsoring more events to help brand recognition, spending increase for advertising and check all marketing processes will help a stabilizing increase financially for Harley-Davidson.

Current awareness and how has it changed recently?

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Harley-Davidson has become the American motorcycle. A brand that will always be recognizable. Over the years, the popularity, not only in the U.S., but in Europe has

Competitive Considerations
Who are all the major competitive players?

Honda Yamaha

Suzuki Kawasaki

What share of the market do they have?

Harley-Davidson is the only domestic supplier with a substantial share of the market. Retailers are split between shops that carry Big 4 Bikes and HarleyDavidson dealerships. Honda is currently the market leader, and the world's largest supplier of motorcycles. Yamaha is the thirdlargest supplier in the U.S., after Honda and Harley, and the only supplier for whom motorcycles present the majority of company revenue. Which media does the competition use? Which
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Financially is Harley-Davidson keeping up with the competition?

Price has become a major competitive factor for consumers in the motorcycle market and because HarleyDavidson is competing against competitors globally, the company may have a competitive disadvantage. Harley-Davidsons financial operations face remarkable competition from various banks, insurance companies and other financial institutions, some of these institutions include more financial products than what HarleyDavidson currently offers.

Compared with the competition, is your brand unique or does it resemble competitor style completely?

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Harley-Davidson, in a sense, can be thought of as the American Dream. With sleek designs, reasonable costs and more variety of Harley products separates them from competition. 9

Creative History of Brand


How is the product currently positioned?

Consumer relationships, successful marketing and inspiring customer experiences are the key successes of Harley-Davidson.

What is the current copy theme? Slogan? Headlines?

Until you've been on a Harley-Davidson, you haven't been on a motorcycle. This slogan, along with many others, has directed Harley-Davidson to the top by having its customers simply enjoying a good motorcycle.

Which media are currently being used by this brand?



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Catalogs & Directories Co-op Adv.

Network T.V.
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Spot T.V. Special Events Marketing *

Consumer Magazines

Does this product have a high or low involvement process?

Selecting a Sportster or any type of motorcycle model would be a high involvement, step-by-step process. Other products, such as HD apparel, would be a very low involvement decision.

How do users feel about the brand? Attitudes? Lifestyles? Psychological benefits?

Harley-Davidson is a person in disguise. Harley-Davidson appeals to you as an individual, appeals to your need for escape and adventure. The whole spirit is the ability to take that individuality to customization. A quote used by Ruth Crowley, a Harley-Davidson follower, from an article by Joyceann Cooney regarding Harleys dedication to its consumers. Offering these consumers a sense of pride and belongingness. Women riders are a major target for Harley and moving up to the drivers seat of their own Harley-Davidson

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Is the brand distributed nationally, regionally, or both?

HD has been distributed nationally as well as regionally for decades, the image of HD is the American Chopper, the wild hog of the streets, and will continue to be distributed nationally, with strong focus on key regions. Advertise in national media only?

Although national media distribution would incorporate the all markets, we are focusing on the top 5 spot markets as our primary targeted campaign.

Advertise national media with heavy-up buys in key spot markets. Does data support this decision?
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HD will continue to advertise nationally on a steady 12 level but will put a strong emphasis on the top 5

BDI & CDI


BDI New York Los Angeles Chicago Philadelphia San Francisco 90.75 140.3 71.43 88.42 336.96 CDI 83.33 130.8 52.63 61.31 163.04

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Timing & Purchase Cycle


Is life cycle relevant?

From data gathered from HDs Web site it is apparent that the HD brand is in its Mature stage of the product life cycle

What is the purchase cycle for this product? If purchased frequently, (more than once a month) reminder advertising may be appropriate in broadcast media, newspapers, or outdoor?

Though HD bikes are high-involvement purchases that are bought infrequently, outdoor advertising is a positive tactic to reinforce brand awareness.

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Can weather or climate in geographic regions be 14 used

Questions About the Media Mix


Which media vehicles match the lifestyle of your target audience? Catalogs & Directories Network T.V. Co-op Adv. Spot T.V.

Consumer Magazines Special Events Marketing Direct Mkt. to Consumers Exhibits/Trade Shows Internet Advertising
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Is the message simple or complex?

Simple. According to MarketLine, Harley-Davidson is one of the leading manufacturers and rated highest in customer relationships providing increasing revenue. Does product need to be shown visually? Why?

Harley-Davidsons logo is the representation of its brands loyalty by there demographic location target. Is color important in your media mix for this brand?

Advertising the bold Harley-Davidson brand colors will attract new consumers and maintain relationships with current supportive consumers.

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Creative Brief
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Communication Objective

Remind - Seeks to make consumers and HD riders aware that the HD Sportster is a Harley although the Sportster is an entry level bike, it is imperative to remind consumers/riders that the Sportster riders are in fact included in the Harley Club. Brand Loyalty - Since the Sportster is an entry level HD, it is important to establish brand loyalty because in the future, Sportster riders will purchase higher-end HD bikes. Since HD has virtually no competitors, brand loyalty is less important to establish with all HD owners, but it is important to establish brand loyalty with Sportster riders because further purchases of the higher18

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Creative Strategy

Overall, the goal is to have the HD brand perceived as an inclusive buy, meaning, when a female consumer purchases a HD Sportster, she isnt just getting a bike, she is also gaining admittance into the ever-exclusive Harley Club, (mostly male dominated) where the only rule is to own a HD motorcycle. The HD Sportster will be perceived as a buy-in ticket to the Harley Club for potential female consumers because the Sportster is an entry-level bike. The HD Sportsters existing position is an entrylevel HD bike targeting primarily 30-39 year old women. These women want to be perceived as legitimate HD owners. 19

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Brand Promise

The brand promise is the benefit of being included into the most exclusive, yet most well-known, club in the world. Riders of the HD Sportster will be promised inclusion into the Harley Club and the HD culture.

Tag Line
Inclusion to the Exclusive
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Tone

The tone of voice for the HD Sportster brand advertisements will be a serious tone of a mans voice describing the HD culture and the product features of the Sportster, emphasizing the smaller frame of the bike which makes it ideal for potential women customers. The use of a male voice in the ads will further reinforce that HD Sportster riders are legitimate HD owners/riders., and included into the exclusive HD culture.

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Media Objectives/Strategies
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Target Audience & Media Mix Objective


Target Audience:

Women appear to be the next emerging market in the motorcycle category. In the last decade, women owners of bikes in the 850cc class and above have grown from an estimated 5.3 percent to 10.8 percent PRIMARY: The primary target audience is married women, 35-44 with college education, and an annual household income of 65,000+. SECONDARY: The secondary target audience is married women, 25-44 with college education, with an annual household income of 65,000+. Both primary and secondary target audiences are women who have the desire for the freedom on the open road, and 23 to escape their every day ordinary lives.

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These women also portray the following traits:


Hold part time/full time jobs during the week Hidden tattoos Thrill-seeker Attitude Wears boots Wears tight fitting jeans Typically wears hair longer

Media Mix:

Beginning the third week in April, launch teaser campaign ads/commercials for the Sportster on the television channels: ABC, CBS and Lifetime in the top 5 DMA markets. These ads will be 30 seconds in duration and will be run for two weeks. Beginning May 1, 2009, on the 3rd Annual International Female Ride Day, every woman who test rides a Sportster, 24 will receive a discounted price on the purchase of the

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Reach-Frequency & GRP Objective

Achieve 75% reach during the two weeks of the teaser campaign (154 GRPs) with a 2.05 frequency. (See Appendix page 37) Reach will range from 70-75% over the duration of the two week campaign, and frequency at lowest will be 1.5. With a reach of 75%, it is a respectable and attainable goal. 75% would reach of the prospective target market(s). With a frequency of 2.05, it is just below the optimum frequency level of 3.0, but relates with the short campaign duration of two weeks. The non-traditional reach goal is to get at least 30-35% of women to visit a Harley-Davidson retail store to test ride a Sportster.
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Reach-Frequency & GRP Strategy

Traditional media will peak during the first week of the campaign with 154 GRPs in television. Media weight will go toward ABC: American Idol and CBS: Extreme Home Makeover and Lifetime: Say Nothing. The print ad will contain information about the Sportster giveaway.

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Scheduling & Timing Objective

All campaigns will take place in April/May. Campaign kicks off with the teaser ads beginning the third week in April and will run through May 1st, which is the date for the test ride event. Traditional media will run continuously for the last two weeks in April. The website raffle will also begin in the third week of April and will remain open until May 1st, which will also be the actual drawing for the Sportster. American Iron and Ladies Home Journal, will both print a one page ad (See Appendix page 39) for the test ride event occurring on May 1st in the April edition.

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Scheduling & Timing Strategy

The teaser campaign (154 GRPs) will run during the first week of actual campaign. The broadcast buys in TV will run after the average work day is complete, between 6 pm and midnight. The raffle will remain accessible 24 hours a day on www.harleydavidson.com for two weeks and will close May 1st at 12 am. American Iron and Ladies Home Journal (See Appendix page 39) will print a one page ad for the test ride event occurring on May 1st in the April edition. The spending will be accelerated in the last week of April with continuous traditional advertising.
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Media Budget Objective

Harley Davidsons $23 million budget is limited to spending in the top 5 DMAs. Each market will receive a percentage of the total budget based on the Estimated Values (EV%) rankings from a spreadsheet analysis of all 5 markets. (See Appendix page 40)

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Media Budget Strategy

A spreadsheet analysis of the top 5 DMAs based on these categories: (See Appendix page 40)

1. Total women ages 35-54 in each market 2. Motorcycle category sales by market 3. Sportster sales by market

The $23 million budget will be allocated as follows: (See Appendix page 36)

$5 million for non-traditional media, including Bowl-a-Thon $15,975 million in mass media (Cable TV, Magazine, Internet) in 5 DMAs $25,000 covers the expense of the Sportster being won 30 from the raffle

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Geography Objective

All cable TV buys are restricted to spot buys in the top 5 DMAs.

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Geography Strategy

MRI and CMR data combined with Harley Davidsons proprietary marketing database provided information for a spreadsheet evaluation of the top 50 DMAs. Market selections are predicted on EV% growth potential for the Harley Davidson Sportster. In ranking order, the 5 metros selected from the top 50 include:

1. New York, NY 2. Los Angeles, CA 3. Chicago, IL 4. Philadelphia, PA 5. San Francisco, CA

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32 The Harley Davidson spreadsheet analysis for this plan is

Sales Promotion Objective


Goals:

Increase sales of the Sportster (all models 883cc-1200cc) among women by 3,000 units by one year. Build on the Harley-Davidson franchise by marketing the brand directly to women. Increase of revenue which will be accomplished through teaser campaigns, price promotions, and magazine awareness strategies and promotion of Harley-Davidson by internet clicks per page.

Primary vehicle: Television

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Sales Promotion Strategy

With an annual estimated production of 8 percent from the Harley-Davidson Sportster sales, the top 5 DMAs have been chosen with respect to ESV percentage ranking order, and will participate in promoting the motorcycle to more women. Teaser ads will run for two weeks in April in selected media dominated by women. Beginning and ending on May 1, the 3rd Annual International Female Ride Day, every woman who test rides a Sportster at a Harley location within one of the DMAs selected, will be given a 5 percent discount off the purchase price.

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Appendix
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Budget Allocation
$1,025,00 0 $2,000,00 0 $3,993,75 0 $4,000,00 0

Total: $23 Million

$7,987,50 0

$3,993,75 0

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Media Flow Chart


Medium
Internet T.V. Print Non-traditional (Blimp) GRP $(000) Reach AVE Frequency

April
77 1,996,875 80 4,153,500 100 2,595,938 77 2,000,000 334 10,746,313 75 2.1

May
77 1,996,875 74 3,834,000 54 1,397,813 77 2,000,000 282 9,228,688 75 2.1

Totals
GRP: 154 COST: 3,993,750 GRP:154 COST: 7,987,500 GRP:154 COST: 3,993,750 GRP:154 COST: 4,000,000 Totals GRP: 616 COST: 62,980,976

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Harley Davidson "SPORTSTER" Test Ride!

MAY 1st ONLY: Each woman who test rides the new HD SPORTSTER will receive a generously discounted price.

Visit your local Harley Davidson retail shop or harleydavidson.com for more information.

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Thank You
This media plan has been presented to you by:

Group 9

Christopher Cottrell Kelly Deason Tyler Kaha Kyle Sahadi Tim Sheldon
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Jonathon Sitarski