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.

Harley davidson india marketing strategy. They want things that represent their individualism. In December 2010 the company announced its decision to assemble the Superlow and Iron 883 at its Bawal facility - a strategic initiative which helped Harley introduce the. The emission norms were relaxed as part of a trade agreement between the US and India on April 13th 2007.

Depending on whether new CEO Jochen Zeitzs priority is sales or preserving the brand will decide on its fate. Earlier Harley-Davidson bikes were restrained from entering India due to stringent emission norms and high import duties. People want to be different.

Harley targets those customers who are Born to ride. Marketing Strategy of Harley Davidson analyses the brand with the marketing mix framework which covers the 4Ps Product Price Place Promotion. Once a cult brand now making a comeback with its content marketing strategy and new campaigns Harley-Davidson is noted for its customization giving way to chopper motorcycle to the world.

This study elaborates and evaluates the strategy of Harley Davidson USA to expand its market to India. Harley Davidson is using differentiated targeting strategy for Indian market. Harley-Davidson the most iconic US motorcycle manufacturer is a prospective entrant into the Indian market.

The business model was simple import bikes from the. Rather than going out and out in terms of promotion it has carried out its campaigns in a very subtle manner by sensibly lpacing Harley bikes and displaying their muscle and glorifying them in movies and. The target market for Harley Davidson in India is males in the age group of 20-45.

The method used in this paper is a qualitative analysis with case study approach supported by a few quantitative data. Data collected from the publicly available documents related Harley Davidson. Harley Davidson is Different.