Harley Davidson Analysis

It is difficult to see how anyone would not get pulled into this advert. Everyone wants to be the center of attention and the advertiser plays heavily on those feelings. From the cool cat on the Harley, to the female staring seductively at the men. The ad is attempting to appeal to your pathos by saying buy these cigarettes and you to can have the female of your dreams. Winston is also appealing to pathos by using Harleys in their ad. Harleys equal the ultimate form of masculinity, freedom, the open road. It is the ultimate appeal to pathos.

An advertisement for Harley Davidson Insurance is found on page twenty-three of the 2015 HOG magazine Volume 32. In the advertisement a couple is seen standing by their Harley-Davidson motorcycle with the Rocky Mountains behind them in the distance. They are smiling toward each other with a look that they are enjoying their time together. Atmosphere for the advertisement is created by the couple appearing to be carefree while out for a ride on their motorcycle. Short focused word phrases are used in the advertisement to get the reader’s attention and help to pull a person into wanting to buy or look at the product. There are three different layers that can be seen in the advertisement. Those layers are the background, slogan, and main focus. Jib Fowles reveals basic appeals to advertising with a list of fifteen different tactics that are used (Fowles). Harley Davidson Insurance is using an advertisement strategy in their ad to emphasize the need to feel safe, by providing insurance in a family atmosphere.

Harley-Davidson's mission statement is to "fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments." (Harley Davidson, 1999). The company's main objective for the entire organization s is to have happy and satisfied stakeholder; this includes their customers, employees, suppliers, investors, and the entire society in general. Harley-Davidson makes the customer's experience with their products the core of their business and every effort is made to make this experience as enjoyable as possible. It is this strategy that has helped Harley Davidson meet its current level of success.

Celebrating their 100th anniversary next year, Harley-Davidson is a true American success story. From their modest beginnings in Milwaukee, Wisconsin to one of the most recognized company names worldwide, they have been passionate about motorcycles. Harley offers an experience like none other with the one of a kind look, feel, and sound only available on a Harley. Besides their main business of building and selling motorcycles, they have began to offer financing and insurance through Harley-Davidson Financial Services, and they also offer a full line of accessories and apparel to make the Harley experience complete.

The Harley Davidson brand has been one of the premier symbol and pioneering developers since the beginning of the motor cycle’s genesis. Also H-D’s brand is part of the iconic tapestry and foundation of the motorcycle industry. Part of the H-D’s mystique is all about attitude a feeling that because you own a Harley Davidson motorcycle you are special, you belong and your part of the family. In a society that worships at the altar of internal combustion, riding a Harley just may be the last pure expression of what it means to be American, the freedom to go somewhere, anywhere, just you and the road and the wind in your hair. The essence of the Harley lifestyle is to dress up in black leather and ride your Harley to the horizon, calling for all the world to see you like an outlaw rather than the mild-mannered citizen you are the rest of the week. It is no wonder that today this American icon is so loved and recognized around the world.

On a business level, Harley may want to try to develop new products that will give them an extra push past their competitors. They already have the loyalty base and combined with the threat of new entry into the business, they can enter other performance type industries. Bicycles, roller blades, and skateboards are just a few of the products that they can develop that may not be out of their range. Generation X and Y have gotten into these extreme sports and perhaps by reaching out to them with these types of products, they will develop future relationships with them. These performance products can be used for recreation and competition while keeping that edge that Harley has had since it began.

Despite the certainty that the innovation would comprise a small portion of sales at best, Advertising Expense is projected at a level consistent with historical operations. There are a number of reasons for this. An electric motorcycle is a fairly new idea in the motorcycle industry, other smaller companies with similar products are now competing more anticipated market share and given the Company’s advantages in scale and brand recognition it can choose to comfortably allocate more resources to marketing and may take advantage of these facts, the Company has already announced and initiated a nationwide marketing campaign where it is allowing interested consumers to test a fleet of preproduction models, and has already stated its intention to continue the program in Canada and Europe in 2015, and an electronic motorcycle by its nature will not be attractive to 100% of existing motorcycle consumers given its obvious difference in

Harley initiative are totally targeted at building an experience for existing user and potential users of their product. Harley seem focused on using social media not to directly build brand awareness but to encourage users to outwardly display brand loyalty, projecting the Harley lifestyle to friend and associates thus indirectly increasing their brand reputation.

"We fulfill dreams through the experience of motorcycling by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments"

This essay aims at presenting Opportunities and challenges of Introducing Harley Davidson in Sri Lanka. It is preeminent clearly to identify who you will be selling the world famous Harley Davidson. Harley Davidson, world stardom for a prestigious and high-quality brand of motorcycles, has been a global presence worldwide. To make an entrance into Sri Lanka, a complete economic and cultural analysis of the country is analyzed in terms of fundamental statistics and Porters five forces dimensions.The Sri Lankan motor cycle industry is currently experiencing an exceptional demand. This growth has been triggered primarily also by two factors: (1) Standard life style and discretionary income of middle class Sri Lankans have

Harley is a globally recognised brand firmly associated with large motorbikes with a historic emphasis on style, individuality and freedom rather than on technology, speed or sports. From a segmentation view they belong in the heavyweight motorcycle market and are particularly strong within a sub-segment of super heavyweight. Their bikes are strongest in the Cruiser motorcycle segment, feature in the Touring bikes segment (focus on their style and image) and through acquisition of Buell, now have a presence in the Performance models segment. The Harley-Davidson image and the customer loyalty earned and sustained by the unique ‘Harley Experience ' are its greatest assets.

Harley-Davidson is a major US maker of motorcycles and the nation 's #1 seller of heavyweight motorcycles. The company offers 35 models of touring and custom Harleys through a worldwide network of more than 1,500 dealers. Harley models

The background of the ad has a color scheme of white and blue, a large portion of the background is white and the blue color is fading. I think they chose these two colors because of the BMW logo which is blue and white for simplicity. To the left side of the ad shows someone’s legs, below the knee which fills up the majority of this ad; the left leg is normal, while the right side is an artificial leg. To the right of the ad there’s a black colored vertically aligned text saying:” Spare parts for humans are not as original as those for cars.”. Under that text is also vertically aligned with the text above saying “Don’t Drink and Drive”. Below that there’s a small text saying, “Issued in Public Interest by”, following with a small BMW logo underneath

Harley-Davidson, Inc. was established in 1903 when William S. Harley and Arthur Davidson began producing the Harley-Davidson motorcycle in Milwaukee, Wisconsin. By the 1960’s, Harley-Davidson was one of the first motorcycle manufacturers and, as a result, they had a complete monopoly over the heavyweight motorcycle market. However, in 1969, American Machine and Foundry (AMF, Inc.) purchased Harley-Davidson. At this time, there was an increase in demand for motorcycles along with new entrants to the market. When AMF, Inc. took over, the quality of the Harley-Davidson motorcycle significantly decreased at an extremely inopportune time. Japanese manufacturers used this opportunity to break into the heavyweight motorcycle market with great success. As a result, the future outlook of Harley-Davidson was not bright and many did not believe that the company would be standing at the end of the 1970’s. Over the course of the years, Harley-Davidson executives have done an excellent job keeping the Harley-Davidson image alive and profitable. However, the future of the company and market are unknown, and the management team must strategize a future plan in order to sustain the market changes. (Peter, 2013)

Today’s consumers seek quicker ways of travel at more affordable prices allowing them to reduce up to 50% off their commute time and giving them more time to spend with their families. The C1 motorcycle was designed for efficient high-speed travel, enabling you to slip through traffic easily. Once you arrive at your destination, you can park in the smallest spaces–even motorcycle-specific parking.Team 1 was selected to research, analyze, and re-position through a unique media plan and creative campaign. This campaign make every effort to not only promote the brand image of the C1 motorcycle, but it also aims to make new potential consumers aware of the brand and what is offered.