Marketing Mix Of Harley-Davidson Inc Motorcycle Manufacturer or Financing Company

Posted by Zander Henry on Aug-22-2018

1. marketing mix

1.1. Understanding the marketing mix

• The marketing mix is an important set of marketing tools and characteristics that a firm uses to increase penetration in the target market groups
• Using the marketing mix strategically includes focusing on seven important aspects of marketing and branding for an organization, namely: product, place, price, promotion, people, process, and physical evidence

1.2. Importance of marketing mix

• The marketing mix helps a company choose and decide on a suitable marketing strategy
• The marketing mix also helps a company in resource and budget allocation to different aspects of the marketing strategy and product development
• The marketing mix also allows a company to choose the right and effective marketing tactics for its promotional needs

2. Marketing mix for Harley-Davidson Inc Motorcycle Manufacturer or Financing Company

Harley-Davidson Inc Motorcycle Manufacturer or Financing Company makes use of the marketing mix strategically to achieve not only the marketing objectives but also the broader organizational objectives.

Marketing Mix Harley-Davidson Inc Motorcycle Manufacturer or Financing Company is presented below:

2.1. Product

Product is one of the most important components of the Harley-Davidson Inc Motorcycle Manufacturer or Financing Company Marketing mix. The distinctive characteristics of the product by Harley-Davidson Inc Motorcycle Manufacturer or Financing Company are:

2.1.1. Quality

• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company maintains the high quality of products
• High product quality is maintained by adding value during different stages of the value chain
• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company procures raw materials from reliable and trusted suppliers only
• These raw materials are processed under carefully maintained environments to maintain high and consistent quality of the products
• High quality promise and delivery also provides Harley-Davidson Inc Motorcycle Manufacturer or Financing Company with a distinctive competitive advantage

2.1.2. Ease of use

• The products manufactured and sold by Harley-Davidson Inc Motorcycle Manufacturer or Financing Company are relatively easy to use
• All products come with a user manual, which is easy to understand and which provides simple instructions for product use
• The consumers can also call the 24/7 helpline to understand details about product usage
• Also, retail representatives provide detailed instructions and explanations regarding the use of the product at the time of the sale

2.1.3. Portfolio broadness

• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company has a broad portfolio of products
• The broad portfolio helps Harley-Davidson Inc Motorcycle Manufacturer or Financing Company in reaching different target groups in the market
• Also, the broad portfolio allows financial strength to Harley-Davidson Inc Motorcycle Manufacturer or Financing Company
• The broader product portfolio also adds more value for Harley-Davidson Inc Motorcycle Manufacturer or Financing Company

2.1.4. Benefits of product consumption

• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company offers functional benefits to consumers of the product use
• These functional benefits are promised and delivered – however, they are also delivered by other similar products
• The distinguishing aspect of Harley-Davidson Inc Motorcycle Manufacturer or Financing Company is its delivery of emotional benefits to the consumer
• Products manufactured and sold by Harley-Davidson Inc Motorcycle Manufacturer or Financing Company promise consumers an ego boost, confidence, and security
• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company also promises fulfilment of psychological needs on product consumption
• These psychological needs include, for example, the need for empathy, the need for belonging, and the need of feeling loved.

2.1.5. Different SKUs

• The products by Harley-Davidson Inc Motorcycle Manufacturer or Financing Company are available in different sizes
• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company has made use of different SKUs to increase market penetration
• Different SKUs can be brought and used as per the consumption needs of the consumers, and the target markets
• Through the production of different SKUs, Harley-Davidson Inc Motorcycle Manufacturer or Financing Company has also increased the trial rate
• Different SKUs have also helped Harley-Davidson Inc Motorcycle Manufacturer or Financing Company improve its product accessibility

2.2. Price

Harley-Davidson Inc Motorcycle Manufacturer or Financing Company marketing mix focuses on a hybrid strategy for pricing to obtain maximum value for its products. The marketing mix Harley-Davidson Inc Motorcycle Manufacturer or Financing Company uses a combination of a number of techniques for pricing its products, which are detailed below:

2.2.1. Premium pricing

• By using premium pricing for some of its product ranges, Harley-Davidson Inc Motorcycle Manufacturer or Financing Company encourages favorable brand and product perceptions in target consumer groups
• Premium pricing for products also encourages a favorable quality perception of Harley-Davidson Inc Motorcycle Manufacturer or Financing Company products amongst consumers
• With premium prices, Harley-Davidson Inc Motorcycle Manufacturer or Financing Company has successfully also made some of its product ranges exclusive by restricting sales and production. This, in turn, leads to a perception g luxury in consumption products
• Premium prices add a touch of privilege and high value in Harley-Davidson Inc Motorcycle Manufacturer or Financing Company products
• Using elements of premium prices in other product ranges has also allowed Harley-Davidson Inc Motorcycle Manufacturer or Financing Company to maintain significantly high profits and a consistent business growth

2.2.2. Psychological pricing

• Since Harley-Davidson Inc Motorcycle Manufacturer or Financing Company has a number of different product ranges and product groups, the use of psychological pricing has been beneficial
• With the use of psychological pricing, Harley-Davidson Inc Motorcycle Manufacturer or Financing Company also successfully adds more value to its products from the point of view of customers
• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company also gains higher sales with psychological pricing
• Consumer purchase a higher amount of Harley-Davidson Inc Motorcycle Manufacturer or Financing Company products because of its use of psychological pricing
• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company is able to increase its target audience and broaden its target purchaser groups

2.2.3. Geographical pricing

• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company is able to penetrate different regional markets optimally with the use of geographical pricing
• For offshore locations, geographical pricing also allows Harley-Davidson Inc Motorcycle Manufacturer or Financing Company to cover shipping and customs expenses
• Geographical pricing also allows Harley-Davidson Inc Motorcycle Manufacturer or Financing Company to maintain consistent revenue growth by altering pricing in different markets based on local currency value

2.2.4. Bundle pricing

• For some product ranges, Harley-Davidson Inc Motorcycle Manufacturer or Financing Company is also known to use bundle pricing strategy popularly
• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company also uses bundle pricing during sales
• Bundle pricing increases the trial rate for consumers
• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company experiences higher return on the cost of gaining a new customer
• With bundle pricing, Harley-Davidson Inc Motorcycle Manufacturer or Financing Company is also able to control costs and prices by lowering marketing and distribution expenses
• The use of bundle pricing also adds value to the umbrella brand name of Harley-Davidson Inc Motorcycle Manufacturer or Financing Company.

2.3. Placement

Harley-Davidson Inc Motorcycle Manufacturer or Financing Company places high importance on the placement of its products because it directly relates to accessibility for consumers.

2.3.1. Company-operated stored

• The company maintains stores operated by the management of Harley-Davidson Inc Motorcycle Manufacturer or Financing Company in all markets
• Company-operated stores give Harley-Davidson Inc Motorcycle Manufacturer or Financing Company higher control over operations as well as store layout and design
• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company also interacts directly with the consumers and gathers important details regarding consumer behavior and consumer feedback through company-operated stores
• The company operated stores also give leverage to Harley-Davidson Inc Motorcycle Manufacturer or Financing Company in terms of decisions regarding the stocking of different product items

2.3.2. Licensed stores

• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company licensed stores also allow consumers to enjoy the various product offerings by the company
• Licensed stores also decrease the risk of financial and physical investment for Harley-Davidson Inc Motorcycle Manufacturer or Financing Company in unstable markets
• Licensed stores have also given Harley-Davidson Inc Motorcycle Manufacturer or Financing Company high business growth, and a boost for rapid market expansion and penetration
• Through licensed stores, Harley-Davidson Inc Motorcycle Manufacturer or Financing Company has also learned about local consumers and cultures
• Licensed stores and shops encourage sales of products by Harley-Davidson Inc Motorcycle Manufacturer or Financing Company by aligning it with local cultural values
• Licensed stores also help Harley-Davidson Inc Motorcycle Manufacturer or Financing Company in localizing its product offerings to enhance brand equity and band image

2.3.3. E-commerce

• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company has developed a successfully operational website for online order placement and order tracking
• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company also encourages sales through social media portals, where the company takes orders through direct messages, as well as through a mini-shop model
• The company also stocks products with online retailers such as Amazon and eBay, as well as smaller local online retailers as well
• Online retailing, and using the internet to make sales has boosted the sales for Harley-Davidson Inc Motorcycle Manufacturer or Financing Company and has also increased the accessibility of its products for consumers.

2.3.4. Supermarkets and hypermarkets

• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company also places its products in supermarkets and hypermarkets across the country
• A large number of Harley-Davidson Inc Motorcycle Manufacturer or Financing Company target groups shop from supermarkets and hypermarkets
• Placement in supermarkets and hypermarkets also improve cost efficiency for Harley-Davidson Inc Motorcycle Manufacturer or Financing Company

2.3.5. Partner agents

• In offshore locations, Harley-Davidson Inc Motorcycle Manufacturer or Financing Company also makes use of partner agents for its products’ placement
• These partner agents are assessed and evaluated on strategic compatibility and reliance
• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company contracts with partner agents in other countries and markets for its product placement to ensure quality control and terms of negotiation

2.4. Promotion

The marketing strategy for Harley-Davidson Inc Motorcycle Manufacturer or Financing Company also places high importance on the promotional tactics and strategies used. The promotional strategies allow the Harley-Davidson Inc Motorcycle Manufacturer or Financing Company to interact with the consumers and influence them directly. Harley-Davidson Inc Motorcycle Manufacturer or Financing Company uses a 360-degree approach in its promotional activities, and makes use of the following means of promotion:

2.4.1. Digital marketing

• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company has corporate profiles on all social media websites and portals
• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company uses its social media presence to directly, engage with consumers
• This direct engagement and interaction allows Harley-Davidson Inc Motorcycle Manufacturer or Financing Company to understand the customers, their needs and demands
• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company uses this feedback and incorporates it in its broader marketing and organizational strategy
• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company also maintains a corporate website – which highlights company information, product information as well as information regarding any ongoing campaigns and sales

2.4.2. Reward Programs

• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company has a loyalty card program for its customers
• The loyalty card allows customers to redeem points in exchange for products or other exciting gifts, as directed by the company
• Each purchase is entered into the loyalty card by Harley-Davidson Inc Motorcycle Manufacturer or Financing Company and is valued for points against the products’ monetary value
• The loyalty card can be purchased or is given complementary by Harley-Davidson Inc Motorcycle Manufacturer or Financing Company on high valued purchases
• Frequent usage and purchase of products by Harley-Davidson Inc Motorcycle Manufacturer or Financing Company also has rewards against the loyalty card

2.4.3. Community Influencers

• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company makes use of community influencers as its on-ground promotional efforts
• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company identifies strong and confident individuals to be brand ambassadors in their communities
• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company provides these brand ambassadors and community influencers with its product range and invites them to use it themselves to see benefits

2.4.4. Conventional marketing

• The company places advertisements in consumer-related magazines. This largely includes home decor, and home management magazines
• Magazine ads are not very frequent, but appear twice every quarter of the fiscal year
• In high-density locations, Harley-Davidson Inc Motorcycle Manufacturer or Financing Company also makes use of out of house hoardings
• Hoardings increase visibility for Harley-Davidson Inc Motorcycle Manufacturer or Financing Company and also work towards building stronger brand recall
• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company also produces TV advertisements
• All TV advertisements have an emotional appeal to them
• TV advertisements by Harley-Davidson Inc Motorcycle Manufacturer or Financing Company have progressed to include a slice of life elements and characteristics
• TV advertisements by Harley-Davidson Inc Motorcycle Manufacturer or Financing Company also highlight the functional benefits of the product

2.5. People

The marketing mix of Harley-Davidson Inc Motorcycle Manufacturer or Financing Company also places an essential focus on people development and people building. This is because Harley-Davidson Inc Motorcycle Manufacturer or Financing Company realizes the importance of employees in building strong customer relationships. Harley-Davidson Inc Motorcycle Manufacturer or Financing Company develops its employee and people by focusing on the following aspects:

2.5.1. Training

• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company makes sure that all employees undergo regular training sessions for skill development and enhancement
• Trainings at Harley-Davidson Inc Motorcycle Manufacturer or Financing Company are not the only field related, but also focus on essential management and organizational skills
• Training sessions and activities at Harley-Davidson Inc Motorcycle Manufacturer or Financing Company also identify with the employee's own needs of progression, development and growth
• All training sessions and activities designed and carried out by Harley-Davidson Inc Motorcycle Manufacturer or Financing Company take into consideration business goals and objectives, as well as employee's personal goals and aspirations
• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company, therefore, tries to develop the employee as an organizational member, as well as an individual
• All training is engaging, and hands-on so that employees do not only learn but also experience

2.5.2. Organizational ownership

• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company works on strengthening the organizational commitment in its employees
• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company builds employee loyalty so that people can reflect their optimal best at work
• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company also understands that satisfied employees will lead to happy and satisfied customers
• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company regularly shares different reward programs for employees, including stock sharing, so that their organizational commitment and ownership is enhanced
• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company also includes employees in decision making at different managerial levels, and regularly takes their feedback for different projects and products – which also work towards building organizational ownership

2.5.3. Motivation building

• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company employees are the face of the organization
• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company are motivated through the exciting and creative organizational culture
• Employees are also motivated through different reward programs and bonuses that Harley-Davidson Inc Motorcycle Manufacturer or Financing Company distributes
• Another source of motivation is appreciation programs where management appreciates and acknowledges the work and performance of different employees

2.5.4. Succession planning

• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company remains one of the leading players in the industry also because of its focus on succession planning
• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company conducts succession planning for all managerial levels
• Succession planning is done through internal promotions as well as external recruitments to meet the needs and demands of the vacant job position at Harley-Davidson Inc Motorcycle Manufacturer or Financing Company
• Strategic succession planning has allowed Harley-Davidson Inc Motorcycle Manufacturer or Financing Company to be prepared for different challenges, and also be resourceful enough to deflect them

2.6. Process

Harley-Davidson Inc Motorcycle Manufacturer or Financing Company has organized and systematic processes in place to make sure that the business experiences consistent growth.

2.6.1. Operations

• All operations at Harley-Davidson Inc Motorcycle Manufacturer or Financing Company are clearly defined and communicated to the employees
• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company makes sure that employees are well trained, and knowledgeable of all processes relates to operations
• All stages of operational processes focus on maintaining a high quality level and standard of the products
• Systematic process re in place for all operation – from procurement to the final sale of the products
• All operational processes are maintained, checked, and uploaded through the internal portal of the organization for supervisory purposes
• The use of online portals for operational processes also builds a strong backup for managerial purposes at Harley-Davidson Inc Motorcycle Manufacturer or Financing Company

2.6.2. People Management

• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company has also defined clear processes for people management through streamlining its human resource management department
• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company has defined guidelines regarding recruitment, training, compensation management, and performance appraisal of employees
• All people related processes are not only communicated to the management and supervisors, but also to employees to create a sense of transparency, and an environment of trust
• Progressive people management systems and processes have allowed Harley-Davidson Inc Motorcycle Manufacturer or Financing Company to keep its workforce motivated and happy – which reflects in satisfied customers

2.6.3. Quality maintenance

• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company also has defined policies and processes for managing and maintaining quality
• All products undergo triple quality checks to ensure that customers receive the best product
• In addition to quality checks at the production and distribution level, the management has also placed separate quality maintenance and quality check department
• The quality maintenance department has experts who make sure that not only the final product but also the processes involved in producing the product were infused with quality

2.6.4. Store management

• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company manages store management through stringent and closely monitored policies and processes
• These processes relate to not only the floor and space design but also to the performance of the employees at the store
• The processes for store management also regularly monitor footfall and work on strategies to increase footfall through different tactics, and changes in the store design and store management
• The company also has a systematic process for customers who interact with the products and feel them before making the purchase
• The final sale at the store is also clearly defined – for the employees and the customers both
• Processes and policies are important for Harley-Davidson Inc Motorcycle Manufacturer or Financing Company for maintaining quality of the products, and for ensuring that the company does not experience any unnecessary expenses and costs

2.7. Physical evidence

The physical evidence is also important in the marketing strategy for Harley-Davidson Inc Motorcycle Manufacturer or Financing Company as it works towards influencing the consumers in favor of the brand and its offerings. The physical evidence for Harley-Davidson Inc Motorcycle Manufacturer or Financing Company include:

2.7.1. Store atmosphere

• The store design and management for Harley-Davidson Inc Motorcycle Manufacturer or Financing Company is exciting and creative
• The store atmosphere makes the customers feel relaxed and comfortable –so that they can interact with, and enjoy product offerings by Harley-Davidson Inc Motorcycle Manufacturer or Financing Company at ease
• The store design is also important for Harley-Davidson Inc Motorcycle Manufacturer or Financing Company because it controls the level and nature of experience and interaction that the customers have with the product and the brand
• With company-operated stores, it is easier for Harley-Davidson Inc Motorcycle Manufacturer or Financing Company to control and manage the store atmosphere to be able to positively influence customers and to be able to appeal to them emotionally

2.7.2. Packaging

• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company has unique packaging, which is different from other players in the industry
• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company also has a vibrant touché to its packaging, which is regularly changed in terms of colors and patterns
• The logo for the company is simple, and recognizable by the consumers easily
• The brand logo has also become a symbol of confidence, ambition, and aspiration for consumers who use products by Harley-Davidson Inc Motorcycle Manufacturer or Financing Company
• The packaging of the products is sophisticatedly done and matches the brand image developed and maintained by Harley-Davidson Inc Motorcycle Manufacturer or Financing Company

2.7.3. Website design

• The website design is simple and easy to use
• Harley-Davidson Inc Motorcycle Manufacturer or Financing Company has a customer friendly user interface which allows easy navigation and understanding of its various product offerings
• The corporate website of Harley-Davidson Inc Motorcycle Manufacturer or Financing Company also has the brand logo, and is packaged similarly to the products offered by the company
• The design patterns, and color change on the website with changes to the product packaging to match various campaign needs and sale offerings