Harley Davidson Marketing Strategy

Good Essays
Customer relationship management includes those strategies, practices and technologies which organizations utilizes to evaluate, analyze, manage and record customer’s synergy, data and interactions as a means to drive growth in sales and retention of customers by enriching and expanding relationships towards their customer bases. CRM systems are designed in order to assemble information about customers in different canyons as well as points of contact among the both parties (Customer and Company). The later one refers to organizations website, phone calls, live chats or messages, social media and marketing materials.

Harley-Davidson has successfully built long-term customer relationship. The key to this which has helped them in achieving their
…show more content…
This aids in winning customers from competitors and then retaining and growing them. This strategy involves different elements such as: Market Segmentation, Market Targeting, Differentiation, and Positioning.
Marketing Segmentation is a process of breaking down market into specific groups of buyers and small market segments that have contrasting and disparate needs, characteristics and behaviors. After that, usually every specific group will require different product and separate marketing schemes. Whereas, Market Targeting is next step which involves evaluating and exploring each market segment’s attractiveness and suitability according to the company’s nature, then selecting one or more market segments as the target market of the company.
Positioning process requires forming a product that will occupy an idiosyncratic and desirable place analogous to rival products in the minds and hearts of target customers. This gives the company and its product a competitive edge over rival companies and products.
Differentiation is the beginning of effective positioning process. Its primary focus is on providing consumers with greater value by differentiating the company’s marketing schemes, offerings and
…show more content…
The recognition of the need required to be fulfilled or problem required to be solved is the major focus of this stage. Basically, consumer is trying to find out a solution to solve a state of discomfort that could arise from various things. Building brand awareness is key factor of this stage.
Information Search is stage in which a customer gathers all the information available related to possible solutions. Customer will want to be accurate and efficient in his research to get as much knowledge as possible about the solutions price, easy to use and features etc. The source of the information can be Personal, Commercial, Public and Organizations.
Alternative Evaluation process consists of customer using the collected information to evaluate alternative brands in the choice set. Basically, matching the list of criteria that solution must met for customer. For a marketer, it’s very important to know his problems and needs.
Purchase Decision is obviously buying the most preferred brand after evaluating them. But two very important factors plays major role in purchase decision. They are attitude of others and unexpected situational

Related Documents

  • Decent Essays

    Positioning is the act of designing the company’s offer and image so that it offers a distinct and valued place in the target customer’s mind. An organization can improve this perception through its various strategic promotional activities. Every organization should also define themselves to the consumers in comparison to their competition. Brands can be positioned in relation to their competitive brands on product maps in which relative positions are defined in terms of how buyers perceive key characteristics. What are product maps?…

    • 1380 Words
    • 6 Pages
    Decent Essays
  • Decent Essays

    Whether they’re buying a product because of an influence, perceived need or emotion and rationality, it’s important for us as sellers to adapt to those motives, whether they are a consumer or business buyer so can suggest a product that will fit their behavior, and provide the most value possible. This will help us fully understand our customers’ buyer behavior and help us build relationships with them, which could cause them to have patronage buying motives, which is when customers buy products to help a particular…

    • 723 Words
    • 3 Pages
    Decent Essays
  • Decent Essays

    Castrol need to find the best suitable geographic and demographic segmentation and make their target market. If they can successfully identify their target customer, they will be able to fulfil the changing needs and wants of the customer. It will also help Castrol to identify the buying decision behavior of the customer and formulate their marketing strategy…

    • 732 Words
    • 3 Pages
    Decent Essays
  • Decent Essays

    Test marketing is a way marketing executives can reveal their new product or an improved version of their product to their target market. If the product receives positive feedback, the companies can make the decision to move forward to introduce the new product into the market. The central idea of testing the market is to gather a large amount of consumers input on the product to make better and efficient marketing mix decisions, which consequently generates potential sales among the company target market. Indeed, test marketing has its advantage and disadvantages, so it is significantly important for marketing executives to consider carefully both. One advantage of test marketing is the ability to provide the company with accurate data on how the public likes the product since…

    • 847 Words
    • 4 Pages
    Decent Essays
  • Decent Essays

    Whatever the channel use, it is necessary for it to be suitable for your product, the price and the target market/customer that is being marketed to. Next Marketing mix is the Place. Place has to do with how the product will be provided to the customer. The place strategy will help assess what channel is the most suited to a product. How a product is accessed by the target market/customer and also needs to compliment the rest of the product strategy.…

    • 1167 Words
    • 5 Pages
    Decent Essays
  • Decent Essays

    Brand Positioning - When we say brand positioning we mean, by using market research your business can get to know its position in the market,, and where it stands as compared to its competitors. 3. Understanding the Target Market - Market research will help you to spot the right target and the best market for your services. This information will help you to create successful marketing campaigns and drive the consumers to make happy-buy decisions. Isn 't that what your business is all about - great value and great sales?…

    • 749 Words
    • 3 Pages
    Decent Essays
  • Decent Essays

    A positioning statement communicates the parameters of the company’s position to a number of different audiences. Position statement includes the target segment as well as the unique selling point, which is the company’s competitive advantage. Marketers have to state who they are trying to persuade, who they are competing with, and how they are better than the competition. The positioning statements according the author, is “a basic guiding principle in all their collective decisions, so as to enhance the likelihood of consistencies in the results of those decisions” (pg. 63, Iacobucci), positioning statement is a memorandum of company information needed as a way to fix problems and create new ways to improve segments.…

    • 810 Words
    • 4 Pages
    Decent Essays
  • Decent Essays

    It reflects the idea that the seller must summarize the solutions to the problems and then ask for a commitment. And finally, offer commitment to help the customer implement the service or product and encourage the buyer to contact them if any other concerns emerge in the…

    • 761 Words
    • 4 Pages
    Decent Essays
  • Decent Essays

    Building customer loyalty requires a multifaceted approach. Before you begin your brand-building campaign, you must thoroughly understand your ideal clientele. Once you have researched your target demographic, you need to find ways to your buyers’ needs. One way to do this is by providing quality customer service. You can use technology to increase organizational efficiency and provide higher service levels to more patrons.…

    • 816 Words
    • 4 Pages
    Decent Essays
  • Decent Essays

    The Marketing team is responsible for understanding the customer’s needs and conveying them to the development team. Additionally, they will need to filter the customer’s request to certain points that the team can accomplish within the product timeline. The sales team is responsible for determining if the product can be accomplished within the price the customers can afford. Moreover; they will need to work with the marketing team to find customers who would benefit from the product at a reasonable…

    • 1371 Words
    • 6 Pages
    Decent Essays