NEW BUSINESS PITCH BRIEF

Transcription

1 NEW BUSINESS PITCH BRIEF

2 OVERVIEW Harley-Davidson s falling sales opens the doors to rising opportunities for marketing agencies. For the past several years, Harley has been losing market share to two main groups: Women and younger adults. Last month, Harley Davidson launched a global agency review, encompassing creative, digital and media assignments, likely in an effort to regain them. A company representative told AdWeek that officials issued requests for proposals at a holding company level, adding that the company is focused on driving demand and growing our reach and impact with customers globally amidst falling sales numbers and wishes to ensure we have the most effective and efficient resources in place to support this work. Lately the brand has worked with Victors & Spoils on creative, Digitas LBi on digital and Starcom MediaVest Group for media buying and planning. It s unclear if those agencies will be participating in the review. The review follows the departure of chief marketing officer Mark-Hans Richer in November, with Harley Latin America chief Sean Cummings subsequently receiving a promotion to senior vice president of global demand and being tasked with marketing oversight. OVERVIEW 01

3 SUMMARY 2015 was a tough year for the Milwaukee based company. At the end of the year, the stock was down 30% compared to 2014, and the company suffered a 2.4% decline in wholesale shipments through the first three quarters. The first estimate of shipping 4-6% more motorcycles compared to 2014 has been rectified, estimating a decrease of 2%. Harley is facing stiff competition from foreign companies like Honda and American companies like Polaris Industries, which revived the Indian brand to leverage the Old School appeal which foreign motorcycle makers can hardly showcase. Harley-Davidson protected its premium brand image refusing serious discounting in order to compete with foreign brands but, price aside, younger consumers and women seem to have difficulties buying-in to the Harley-Davidson s lifestyle. In fact as stated by Michelle Krebs, analyst for Kelley Blue Book, The younger generation has no interest in Harley-Davidson as far as I can tell. Unless you ride a motorcycle or scooter in a city as your transportation, motorcycles are a splurge millennials can t afford and have no interest in - especially Harley-Davidson, which seems like a old white-guy brand. OVERVIEW 02

4 SUMMARY Trying to subvert Harley-Davidson s rider stereotypes, the #RollYourOwn campaign is one of the lasts Harley-Davidson marketing efforts including TV, print ads, online ads and Social Media. It was produced by Wolfes LLC agency and, as stated by Dino Bernacchi, U.S. marketing director at Harley-Davidson, it was about each rider defining their independence and attitude, whether kicking up dirt on the track or sliding through the curves on ice." The company said it plans to increase marketing spending by about 65% this year. We expect a heightened competitive environment to continue for the foreseeable future, and now is the time for us to dial things up, said Harley Davidson president and CEO Matt Levatich. Some of the company's long-term issues include the need to keep its legacy customers satisfied while, at the same time, attracting new people to the brand. In fact, brands must not neglect the "growth market" of older consumers to focus solely on youthful audiences, as discussed by H-D s CMO Mark-Hans Richer. "We don't consume television, newspapers, and the printed word the way we used to. So I am not surprised that a long-standing company like Harley, with long-held traditions, could be challenged by what's going to work," said Genevieve Schmitt, publisher of Women Riders Now, an online publication aimed at female motorcyclists. SUMMARY 03

5 SUMMARY In order to get ready to pitch and become fully informed about Harley-Davidson s target consumer segments and competition, you will need 3 different analyses: Competitive analysis Audience Insights Trends watch Important Facts & Figures 04

6 COMPETITIVE ANALYSIS DEMOGRAPHICS Harley Davidson Indian Motors Honda Moto Triumph GENRES MALE FEMALE DEMOGRAPHICS 05

7 AGE RELATIONSHIP STATUS SINGLE MARRIED IN A RELATIONSHIP DEMOGRAPHICS 06

8 RACE WHITE AFRICAN AMERICAN HISPANIC ASIAN EDUCATION COLLEGE HIGH SCHOOL GRADUATE SCHOOL DEMOGRAPHICS 07

9 PARENTING WITHOUT CHILDREN WITH CHILDREN INCOME <40K 40K - 70K 70K - 100K 100K - 200K >200K DEMOGRAPHICS 08

10 COMPETITIVE ANALYSIS PSYCHOGRAPHICS Harley Davidson Indian Motors Honda Moto Triumph ART APPRECIATORS BEAUTY AND WELLNESS AWARE BUSINESS PEOPLE DESIGN LOVERS PSYCHOGRAPHICS 09

11 ENTERTAINMENT JUNKIES FASHION LOVERS FOODIES GAMERS HOME DECORATORS & DIYS MOTOR LOVERS PSYCHOGRAPHICS 10

12 MUSIC LOVERS NERDS NETIZENS OUTDOOR ENTHUSIASTS PARTY GOERS PET LOVERS PSYCHOGRAPHICS 11

13 POLITICALLY ACTIVE PUBLIC FIGURE FOLLOWERS READERS SPORTS ENTHUSIASTS TECHIES TRAVELERS PSYCHOGRAPHICS 12

14 COMPETITIVE ANALYSIS INTERESTS Harley Davidson Indian Motors Honda Moto Triumph Sons of Anarchy BikerOrNot.com Walmart BikersPost.com POPULARITY Mitt Romney INTERESTS 13

15 AUDIENCE INSIGHTS NEED MORE INFORMATIONS ABOUT YOUR TARGET AUDIENCE? CLICK HERE > AUDIENCE INSIGHTS 14

16 TRENDS INTERESTED IN WHAT S TRENDING ON YOUR TARGET AUDIENCE? CLICK HERE > TRENDS 15

17 If you need more insights on this target and its competitors click HERE or drop us a line normandin@cubeyou.com We are here to help!