Harley Davidson has surpassed 100 years and continues to grow and move forward. As a company that started in 1903, Harley Davidson has become an icon of American motorcycles. Harley Davidson’s ideals of freedom and self-expression have transcended cultures, gender, and age (www.harley-davidson.com). The company has the purpose of fulfilling dreams of personal freedom of individuals which has translated into a very well-known brand and culture.
How does Harley Davidson deliver value and customer satisfaction to its customers?
When thinking about motorcycles, Harley Davidson is a name that immediately is thought of. Harley Davidson has done an excellent job of branding and making their products known along with being industry leader. Being in such a powerful position is a direct result of satisfied customers.
Harley Davidson provides a unique customer experience where customer satisfaction is paramount. Once a motorcycle is purchased the interaction does not stop there. In 1983 Harley Davidson created a group called Harley Owners Group (HOG) to build loyalty and enthusiasm to those whom purchase motorcycles. Benefits include group rides, exclusive products, discounts, and special events. Since that time Harley Davidson created a Harlistas group, women’s groups, the Iron Elites, and a military and veterans groups. These groups all aim at providing satisfaction and loyalty to customers. In addition events such as the Sturgis Rally in South Dakota and events at local stores allow ridders to gather, this is where much organic marketing of the brand is done through the customers themselves.
How have they successfully forged their brand to create lifetime value to consumers?
Harley Davidson customers are some of the m...
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...competitors. Much of the loyalty Harley Davidson has been a direct result of listening to their customers.
Women are seen as still being relatively new in the Harley Davidson world and they are working hard to cultivate these relationship. A common theme is that women are not taken seriously when it comes to the topic of motorcycles. Leslie Prevish, who previously worked for Harley Davidson, is a big promoter of women ridders and created the “garage party” to market to women (Zube, 2013). Harley Davidson understands the needs of women and is therefore marketing deeper to reach these needs and build loyalty with women.
Listening to customers and creating a culture that embraces freedom has truly helped maintain the brand name. Harley Davidson is the perfect example of a company whose customers are key to their marketing efforts and spreading the word.
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