Professional Documents
Culture Documents
POSSE II
August 2000, Posse I success paved way for Posse II, this time border to border, South Padre, Texas to Canada.
Wide range of people from all over the world.
Case covers the impacts of the rallies that had on the brand building of Harley Davidson
Reasons for Harley Davidson’s iconic status
Exclusivity
More than just a make of motorcycle
Building a brand into a cultural
icon wasn’t easy, but the rewards Clyde Fesseler, Vice President of business
development refers to the Harley Davidson
are immeasurable. Harley bikes as “iron horses”
Davidson is a brand that evolved Riders believe that Harley riding and
into an icon organically over time participating in HOG is a life time
experience
in response to consumers’
interactions with the brand. Lifestyle
Effective marketing supported Lisa Landry says “It’s a mystique, a lifestyle
opposed to a brand”
that organic evolution.
Culture
Alan thinks of himself as Harley person, an
unspoken cultural understanding
Reasons for Harley Davidson’s iconic status
I feel a sense of kinship with other Harley owners 6 6.3 Some participants were
dissatisfied with the way it was
I have made lifelong friends because of Harley 6 6.2
organized-
My Harley says a lot about the kind of person I am 5.4 5.5
Harley really understands what riding is all about 6.1 5.2 • Days run could have been longer
I really understand what Harley's all about 5.7 5.5 • Hotel parties could have been
I am satisfied with HOG 5.7 5.1 better co-ordinated
My Harley is an integral part of my daily life 5.3 3.8
• Shortage of customized Posse rally
Harley really cares about me as a customer 5.1 4.8 Harley Davidson T-shirt
Harley really understands my needs 4.8 4.2
Observational Techniques – Field Study
Combination of literature searches, experience surveys, and field observations
The idea was to get a detailed, contextual view of the product and its usage in the
real world
The researchers try to go out in the field and interact with the users of the product or
service. “to know about the customer, be the customer”
This process can explain behaviours in terms of the usage of the product – customers
can find both pros and cons of the product.
Observational Techniques – Field
Study
Pros Cons
No manipulation of the subjects of Helps mainly to describe the usage of
study or the environment the product, insights from firm’s
perspective will have to be derived
Researchers can gain insights in the
separately
natural environment in which the
product is used Involves only a limited sample size
Often non-intrusive (as far as possible) Mis-management in delivery of
customized rally Harley Davidson T-
Field observations are more effective
shirt and provision of certificates
as compared to laboratory
experiments.