MAR3001 Consumer Behaviour Learning Journal #7

We started today's session with more information about the assignments including a relatively important introduction to the hype cycle theory. Then, we did a case study about Harley-Davidson and below are my findings and understanding:


1.  The H.O.G. membership card, a pin and patch for each year of membership paid, Standard Roadside Insurance (one-time coverage up to $100), admission to special H.O.G. events, five issues of HOG magazine yearly, the touring guidebook, and more are all included in the full benefits package.

Only persons who possess a Harley-Davidson motorbike are eligible for full H.O.G. membership. It offers the most comprehensive set of membership advantages. Family and friends of Harley-Davidson® motorcycle owners are eligible for Associate H.O.G. memberships. It has a few perks and is open to anyone who has a full member as a sponsor. A full member has the option of sponsoring as many associate members as he or she wants.


2. The Harley Owners Group (HOG) is a Harley-Davidson-sponsored community marketing club for Harley-Davidson motorcycle fans. The HOG is known as "the granddaddy of all community-building efforts," as it promotes a lifestyle rather than merely a product. Therefore, as bike enthusiasts, it would only be natural to stay within the circle of like-minded individuals and strive to keep their membership every year to stay included.


3. A loyalty program is a marketing tactic that encourages customers to keep shopping at or using the services of a company that is part of the program. Whereas, influencer marketing (also known as influence marketing) is a type of social media marketing that involves endorsements and product placement from influencers, persons and organizations with reputed professional knowledge or social influence in their industry. Therefore, a combination of usage would be to have a prominent influencer as a brand ambassador and keep that particular influencer satisfied in order to promote your cause to the target demographics. Simply put, the company would be able to stand out from the crowd by having an influencer (or more) to speak out about the brand and create awareness. 


4. In terms of its HOG program, Harley Davidson did a wonderful job providing their customers a free first year membership. Customer retention would be stable as the membership provides exclusive offers and turnover rates would remain relatively low for bike enthusiasts within the membership circle. 


5. In order to enlarge their customer base, it is important that Harley Davidson introduces an image that takes into account the trends or problems that align with youthful interests while maintaining their powerful, rugged image. It is evident that the brand's marketing conveys the sensation of being oneself, having the flexibility to travel, and living a life free of rules. This, in it of itself, enables a strong sense of relatability for the next generations to come. Therefore, it is, without a doubt, something that the company can utilise in order to garner attention from the age group of 18-34.  


Reference: 

Harley Owner's Group. (n.d.). H.O.G.® Membership Benefits. Retrieved June 2021, from Harley Davidson: https://www.harley-davidson.com/us/en/content/hog/membership-benefits.html

 

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