Video Case: Harley-Davidson

Video Case: Harley-Davidson

1. How does Harley-Davidson build long-term customer relationships?

There are several ways to build long-term customer relationships. First, the marketing of Harley Davidson involves the customers to engage on Harley Davidson's market. Making an community is one of the way to create relationship with customer. It will make convenience the customer and respect the loyal customer. In this case, every people who have Harley Davidson can join the community. One of the way to build the community, the owners visit to the website and sign-up or registration to join community. The community can communicate with others by social network such as facebook, twitter, or youtube. By using these social networks, the community can share their experiences or tips about Harley Davidson. Also Harley Davidson's company is not only providing motorcycle but accessories too, such as jacket, T-shirt, helm, etc. So, the community its self can purchase the products continuously, not only temporary. Harley-Davidson community divides in some types, we have options to decide what kind community that we want to join, even we should pay for it. Then, these are the types of community: women riders, harlistas, Harley Owner's Group (HOG), iron elite, military and veteran riders, dark custom. Besides that, HD also provides other facility to connect each owner of HD such as membership. In here the members also divided by three types, there are:

a. Full membership (HOG), it is concerned to Harley Davidson Owner.

b. Associate membership, it is for passenger or family member.

c. Life and associate life memberships, it is for full and associate members who are ready to seriously commit.

The pictures below show Harley Davidson builds in relationship by socials:

Twitter

Facebook

Youtube

Second, Harley Davidson community holds many events which the members can participate into it. For example, in last February HD create women's garage party. It is an event that provided for woman members. The event is about tour bike. The aim of the event is to build relationship between the members, and they can enjoy the tour by using HD.

2. Based on their capability, Harley Davidson has many value propositions from marketer and costumer sides.

From marketer side,

First, is Harley Davidson can used for every season.

e.g. Harley Davidson Accessories

It specially design with strong body and great accessories with many types, so that may able the rider to ride Harley Davidson in every condition.

Second, is Harley Davidson has original design. e.g. Harley Davidson Design

Harley Davidson design is a trademark of big motor cycle in the world. so it makes the customers feel confident and proud when they ride or own a Harley Davidson.

The last, is Harley Davidson provide product for all gender.

e.g. Harley Davidson for Women e.g. Marissa Miler (Harley Davidson Ambassador)

Many people think that Harley Davidson is just for a men, but they wrong. Now women is also on the list of Harley Davidson target market. It reflects from their new brand ambassador, Marissa Miler.

Costumer Side are consist of two value proposition,

First, all Harley Davidson owners can get many advantages by being Harley Davidson's member in Harley Davidson's