strategic management...product failure

1. Group members
Paras Fatima

2. • The stronger the brand is
with the older generation,
the weaker it is with the
younger generation.”
(Nolan & Kotha,
2007).
• “Harley's close
association with
boomers could
make the brand
harder to sell to
younger
customers

4. In 1907, they had one full-time
employee and sold 50 motorcycles.
The birth of the Harley-Davidson legend began in
1903, in a small shed in the Davidson family
backyard in Milwaukee.
H
I
S
T
O
R
Y

5. • 1908
– Standard was raised
• Walter’s Harley motorcycle
– V-twin engine
– Transformed itself into the world's leading producer of
motorcycles
• 1918, Harley-Davidson
became the world's
largest motorcycle
company
- 28,000 motorcycles
sold

6. – Larger and more powerful
motorcycles are built
Mid-1950s
– Harley-Davidson became the
undisputed leader of the
motorcycle market
– Harley motorcycles were used by
the U.S. military, highway patrol
officers, the Hell's Angels, and
Hollywood rebels, including actors
James Dean and Marlon Brando.
Late 1950’s- young "Elvis types"
attracting dates with their Harley

7. • Harley Davidson co-developed
some perfumes and colognes with
L’Oréal.
• These are: Black Fire, Territory, Cool
Spirit, Destiny, Hot Road and Legendary.
• Some were available for men and
women.
• Had the various smells associated with riding
motorbikes

8. Harley-Davidson fans are known as
very loyal customers. However, even
the beloved motorcycle brand can go
too far. T-shirts and cigarette lighters
were one thing, but when the company
started to make aftershave and
perfume, fans were not impressed. As
the saying goes, less is more, and
Harley-Davidson had spread itself too
thin. Or maybe people just weren't too
keen on the idea of smelling like a
motorcycle.