Building Brand Community on the Posse Ride

Angela Juang, Bo Brown, Daniel SoBuilding the Harley-Davidson Brand CommunityBackground & Issues

Objectives

Opportunities

Recommendation

Action Plan

Risk Mitigation

Q & AAgendaThe ProblemThe ProblemThe ProblemThe ProblemBackgroundHarley Owners Group (HOG)Facilitate lifestyle experience based on Harley-DavidsonMembership > 500,000

Destination Rallies

Rolling Rallies

ObjectivesOption 1: Expand Posse RideOption 1: Expand Posse RideBenefits

Increased satisfaction in multiple member segments

Increased customer-management interaction

Increased ease of coordination

Increased member participation while retaining exclusivity

Option 1: Expand Posse RideRisks

Decreased member interest with loss of overall exclusivity

Decreased member interest with loss of novelty

Increased planning costs

Increased strain on management

Option 2: Eliminate Posse RideOption 2: Eliminate Posse RideBenefits

Increased customization

Increased integration of Harley Davidson in customers daily lives

More Active Membership

More brand loyalty

Less discontentment among members

Option 2: Eliminate Posse RideRisks

Disregarding the need of members who want exclusivity and prestige

Lack of interaction among members from different geographical locations

Absence of management interaction with members

RecommendationAction PlanRisk MitigationUniqueness and exclusivity through the original

Nature of events organized by local chapters

Achievement through recognition in the Hogs Tales magazine

Awarding of points for visiting other chapters

Meet the Management events at key-city chapters

Q & A