Rejuvination

8.  Category growth has slowed significantly vis-à-vis 2005-2010. Slower growth
trajectory.
 Men’s category twice the size of women.
 “No Gas” has caught the imagination of the value conscious customers.
 Innovation/innovative approach in category.
 FOGG- No gas(INDIAN)
 EVA- Non- Alcoholic(INDIAN)
 English Blazzer –Trigger Spray(Imported)
 India manufactured brands gaining traction as import duties hinder re-investment in
advertisements and store margins.

9. REVENUE
OVEREXTE
NDING
BRAND
Lost Focus
Ties
After shave
Baby cloths

10. DIFFERENTATION
• Creating unique
desirable product
and service
COST LEADER
• Offering a
product or
service at lowest
price
FOCUS
• Offering a
specialized
service in a niche
market.

11. Segmenting
• Psychographic
segment -
• Personality
traits, values,
attitudes,
interests, and
lifestyles of
consumers
Targeting
• Harley
Davidson
has brand
identity of
being
TOUGH.
Positioning
• The
positioning
of Harley
Davidson
is very
strong in
the mind of
consumers
as a
premium
motorcycle
brand .

12.  Freedom-Go wherever you want to, whenever you want to.
 Authenticity-Noted for the tradition of heavy customization, oldest and quality name in
manufacturing bikes.
 Community Building-It has 1.4 million members, ride Planner to plan trips, H-D photo
Center for posting photos of memorable trips.
 Masculinity- Unique sound of the exhaust, association with icons in films.
 Toughness-Rugged heavy design and look of the bikes.

13.  While motorbike and ornaments probably matched the Harley Davidson cult heritage
brand, the company had lost focus.
 In the 1990s, it extended the brand too far. It introduced products like wine coolers,
aftershave and perfumes. Even the loyal fans did not like the idea, as it did not
resonate with the tough brand identity.
 The company was clearly not focusing on what it knew best- building strong bikes.
 However, perfumes and wine coolers were eroding the mystery of the H-D brand.
After strong criticism from the loyal customers, the company pulled of many
inappropriate products.

14.  Harley Davidson had fallen into the trap of thinking that more products equals more sales.
And it usually does, at least in the short term.
 They moved away from their loyal customer base or they misinterpreted their customer.
 The image of word “perfume” was completely opposite of image of Harley Davidson.

17.  PRODUCT FEATURES
 IMPERSIVE PAKING
 LONG LASTINF SMELL
 MEDICALLY SAFE-NOT HARMFUL TO SKIN NOR CAUSES INFECTION
 AVAILABILITY
 MESMERISING SMELL

18.  NAME: Furious 18 by Harley Davidson
 COLOUR -Musk Gold
 INGREDIENTS
 Parfum-Parfum
 Woodsy and exotic citruses
 Freshness of green grapes aroma
 Last for 3-4 days in a single spray
 LOOK –HELMET (D) Promoting the idea of safety
 The perfumes are AVIALABLE in bottles of
125ml, 75ml, 90ml, 100ml measurements

19.  Costing of Harley Davidson perfume
 Cost per perfume 5000(75ml)
5500(100ml)
6000(125ml)
6500(125ml)
 Sales expectation in a year (1000 units * 5000) 5000000
-cost of manufacturing (1000 units *1000) 1000000
-cost of digital advertising 1000000
-cost of placing product in big brand showrooms 1000000
-cost of promotional campaigns 500000
-other costs 500000
Profit expected in a year on 1000 units 1000000

20.  Cost of manufacturing : includes cost of making the perfume its ingredients and making
charges
 Cost of digital advertising: including advertising through social sites eg. Facebook ,
twitter, pay per click , update blog page for customer interaction.
 Cost of placing perfumes in big brand showrooms: includes cost of making it available at
showrooms like shoppers stop .
 Cost of promotional campaigns: includes cost of launching a promotional campaign like
“My Harley Story” , organising campaigns .
 Other costs: packaging , distributing .

21.  Will sponsor reality show Roadies 13 and Fear factor 8
 Will conduct trending online polls in twitter to spread awareness
 Exciting offers for existing and new Harley bike owners eg. Free samples of perfume
 Roping celebrities using Harley Davidson bikes to use Harley Davidson perfume and
share their stories .

22.  Focus on your brand values. If your values are ‘strong, masculine and very rugged,’
you shouldn’t be selling perfume or wine coolers.
 Don’t alienate your core customers.
 Remember that more is less.
 ‘The more you add, the more you risk undermining your basic differentiating idea,
which is the essence of your brand.’
 Keep it tight. Harley Davidson built its brands by staying true to what it does best,
namely making big, classic, US motorbikes Handle ‘lovemarks’ with care.
 Although Roberts says that the motorbikes themselves are ‘actually pretty average’,
the nature of the brand has meant that the motorbikes don’t have to be compared to
others in terms of performance.