The Smell of neither Success nor Money
Way back to its history, Harley-Davidson's
founding fathers was keen in marketing.
The foundations for Harley-Davidson's huge
modern lifestyle brand was contingent on Co-
founder Arthur Davidson’s pr, advertisement and
efforts to expand the brand laid .
Not all the non-motorcycle products were
successful however, and even the best branding
ideas can fail in the face of a fickle buying public.
Case in point: Harley-Davidson's abortive
attempt to sell perfume.
Here’s what they had to say about a cologne
called Cool Spirit:
“The crisp top notes of bergamot, pineapple,
apple, lavender, and cypress possess an almost
mossy undertone. Perfect for the well-dressed
businessman, Harley Davidson Cool Spirit also
complements the casual attire of the avid
sportsman. The heady aromatic blend of this
manly fragrance is just what you need to start your
day the right way.
And of course Milwaukee didn’t overlook the ladies
in the campaign to to enhance the odors of the
road:
“Take charge of your day when you splash on
Destiny for women. This divine fragrance mixes
mint and bergamot with green leaves, red berries,
and sea accords, resulting in a provocative scent
that brings out your adventurous side. Dare to
wear it as you jet down the open highway, whether
you are on the back of the bike enjoying the ride or
in the driver's seat calling the shots.”
Who could endure such ornateness ? Turns
out almost everyone.
Harley-Davidson fragrances withstand couple
of years until they were quietly mingled with the
trash of failed branding exercises and nobody utter
a word for this .
Twenty years back since H-D heading his
step consciously in the eau de toilette market.
Harley’s most of the scents remain available
online on eBay and places like perfumes.com,
and Fragrancenet. the quality of fine fragrances
changed
The company attempted to make the most on
exclusive strength by promoting the Harley-
Davidson chain of shop selling wide range of
branded merchandise product - T-shirt socks
cigarette lighters and ornaments
Harley is Davidson core fans me arraign
company for to Disneyfied the brand
The bricks scattered when Harley Davidson
attached its name to Range off aftershave and
perfume
The fan of motorcycle got a feeling of upset
Q2 WHAT WOULD YOU RECOMMEND AS A
MARKETER TO HAVE AVOID THAT FAILURE?
Here it is clearly stated that the owner was
considering more the product more the sales
which was focusing on short-term sales planning
and to focus on long-term sales the brand needs
to focus on quality then quantity
Hardley Davidson has a huge share of large
bike markets for decades where they have
controlled over 50% of Cruiser sales with
Japanese bikes
Enough bike is too
many and if we
Official quote of make enough we
Harley-Davidson lose mystique
Focus on brand value
The monitory worth of the brand was to sell the
motorbikes idea of selling the perfume and
other merchandise voiced merely a idea of Bin
Here the merchandising in the Disney flyway
was also not appropriate Harley-Davidson
created value was precious but When it comes
to merchandise it sophomorify its value
Don’t alienate your core customer
The moment when Harley-Davidson
Disneyfied it’s brand That moment it alienate the
customer their fans turns out to get annoyed with
the step Which referred to as brand dillution
Remember that more is less
Steve Jobs once said that quality is much
better than quantity one home run is much better
than two doubles
Keep it tight
Any brand which at times to be the check of
all trades will ultimately failed to carve the strong
identity in any category
Handle lovemarks with care
Here comes a simple psychology of a
people that too when some person have attached
with you for the reason don’t let that reason fade
away Don’t be entitled to them
Focusing on the brand value Harley-Davidson
should fullfilled
1 freedom :
The following slogan describe Harley
Davidson More obtuse
Screw it ,lets ride
2. AUTHENCITY
This picture is not a paid promotion of Harley
Davidson Inc. This states that authenticity that
purseuant to the loyalty of harleys apparels
community building :
Harley Davidson map out its competitive
strategy around brand community. For an Illustration,
All community outstretched event are managed by
employees where they become riders and others riders
joined the company
Harley- Davidson sponsored a community
marketing club HOG (Harley owner group)who are
brand’s motor cycle enthusiasts
The HOG is "the grandaddy of all community-
building efforts,"
Ritual
Harley Davidson museum
June 14 to September 1, 2014: “The American Road.”
the road trip is an American ritual.
ritual began in the 1930s,
Moto was to hit the boredom from routine
Over 500,000 Harley Davidson motorcyclists
Way to Sturgis, South Dakota.
Harley Davidson museum
June 14 to September 1, 2014: “The American Road.” the road trip is an
American ritual.
ritual began in the 1930s,
Moto was to hit the boredom from routine
Over 500,000 Harley Davidson motorcyclists
Way to Sturgis, South Dakota.
masculinity
By way of definition, the social sciences typically
distinguish sex from gender.
Sex represents physical/biological gender
differences;
gender represents how individuals and groups
gender-label thoughts, attitudes, behaviors, and even
abstract and concrete things.
Individuals construct gender-labels based on their
unique perceptions of life experiences, education,
family values, histories, behaviors they witness, and
social context
Q4
Failure is inescapable .
If any neglect to get its goal It should take the step
carefully and avoid risk
Hence it is not off full because stepping bricks to
success
Learning from failure is on building on experience is all
what a brand need to do
The key learning from here is to appreciate the failure
and learnt to step up from it
Brand extension taught us gallons of lessons like to get
idea of it can greatness bad product dig electing value
and awfull focus
The lesson learnt from this Is to think before designing
any plan
Consumer centricity should be considered
LINKS TO ADD
https://www.casestudyinc.com/harley-davidson-
brand-extension-failure/
https://www.proquest.com/openview/
11ca4463ebd377619a6d520c09619562/1?pq-
origsite=gscholar&cbl=18750
http://humn240harleydavidson.blogspot.com
https://www.yumpu.com/en/document/read/
12182303/harley-davidson-perfume-failure-
casestudycoin
