Harley Davidson India Marketing Strategy

Harley Davidson is Different.

Harley davidson india marketing strategy. Harleys lacklustre performance in India could be blamed on high prices and the wrong product and marketing strategy said people close to the. The method used in this paper is a qualitative analysis with case study approach supported by a few quantitative data. Harley-Davidson the most iconic US motorcycle manufacturer is a prospective entrant into the Indian market.

Harley-Davidson setup its India operations in 2009 and inaugurated its first dealership in 2010. Harley Davidson is using differentiated targeting strategy for Indian market. Harley-Davidsons First P in Its Marketing Strategy.

Data collected from the publicly available documents related Harley Davidson. They want things that represent their individualism. CONCLUSION Harley- Davidson has to adopt Indian culture or at least try to understand its customers psyche.

Harley has always positioned itself as a quintessence of freedom and individualism It gives its owners a blank canvas to explore who they are. The target market for Harley Davidson in India is males in the age group of 20-45. Zeitz has said the rewire would be followed in 2021 by a new strategic plan The Hardwire designed to build the Harley brand.

These customers are from upper middle income group and are in the age group of 25-40 years. While the American motorcycle brand witnessed a decline in India around December 2019 its campaigns always aim to be rebellious revolve around freedom. In India we established a subsidiary from day one allowing us to guide the business and brand with a long-term view in mind.

There are several marketing strategies like product innovation pricing approach promotion planning etc. In 2010 Harley-Davidson enters into Indian motorcycle market and in 10 years Harley managed to sold 25000 units only. Harley-Davidsons Second P in Its Marketing Strategy.