37 Plense read the below case and answer the questions in detail. Kindly provide explanation and justification for your answer3 *10 30 Marks) Harley-Davidson is one of the few companies in the world that can calm a legion of fans so dedicated to the brand that some of them get tattoos of the logo. Even more impressive is the fact that the company attracted such a loyal customer base with a rimum of advertising, Founded in 1003 in Milwaukee, Wisconsin, has twice narrowly escaped bankruptcy and is today one of the most recognized brands in the world in recovering from its financial contas, Haney Davidson realed its product needed to better live up to the brand parte Ouality problems plagued the product line in the 1970s. Although consumers loved what the brand represented, they hated the constanteed for repairs. The joke was that you needed to Nave two Harley because one was ways in the shop! Hanley's back to basic approach to revitalization centered on improving factories and production process to achieve higher levels of quality. The company also Goled up marketing efforts to better seis products Estatshing a broader access point with consumers to make the brand relevant to more people, Harley was able to attract a divenne customer base that went way beyond the traditional image. The company changed the way it went to market Before the 1500s, Harley-Davidson rolled almost exclusivey on word-of- mout endorsements and the image of the group to set motorcycles in 1983, the company othed an owners club, the Madey Owners Group (HOG) which sponsor biker charity ndes, and other motorcycle events Every Harley owner becomes a member for free by signing up at the www.hog.com Website in its first year. HOO had 33.000 members. Now, it has more than one million in 1,400 chapters throughout the word In the early 1980s, Harley-Davidson began a licensing program to protect its trademarks and promote the brand. Early efforts primary supported the riding experience with products like T-shirts, jewelry, smalleather goods, and other products appeaingtones Currently, the primary target for food products sting customers through the Harley dealer network to attract new customers, though Haney-Davidson has ensed children's clothing, toys, games, and many other emissimed at children and sold beyond me dealer etwork in the world of ensing, Harley-Davidson is considered an evergreen" brand and cams the company tons of millions stevenue by Myderiding gear has been around almost akongan motorcycles, As business grow, Harley-Davidson created Harley-Davidson Motor Clothes to produce traditional riding gear along with men's and women's sportswear and actories to reach an ever. expanding and diverse customer to protects ademarks and promote the brand Earty forts primarily supported the eding experience with products T-shirts, weather goods, and other products appeal to ides, Currently the primary target torlensed products is existing customers through the Haney dealer work. To attract new customers, though, Harley-Davidson Type here to search 79 hop $ 4 3 5 6 7 E R o Y J K K s/o/EllG|H Conces you my way for licensed products is existing customers through the Harley dealer network. To attract new customers, though, Harley-Davidson has licensed children's clothing toys, games, and many other items aimed at children and sold beyond the dealer network in the world of licensing, Harley-Davidson is considered an evergreen brand and ears the company tens of millions in revenue annually. Motorcycle riding gear has been around almost as long as motorcycles. As business grew, Harley-Davidson created Harley-Davidson Motor Clothes to produce traditional riding gear along with men's and women's casual sportswear and accessories to reach an ever- expanding and diverse customer base of riders and non-riders. Harley Motor Clothes is a key facet of the company's General Merchandise division, whose revenues nearly doubled from $151 milion in 2000 to $274 million in 2011, Harley-Davidson continues to promote its brand with grassroots marketing efforts. Many employees and executives at the company own Harleys and often ride them with customers, making traditional advertising almost unnecessary. As ever, Harley's highly visible contingent of riders provides invaluable promotions and endorsements tree of cost. Many other marketers seek to borrow the Harley cachet and use the bikes in their ads, giving the company free product placement One of the newest growth areas is women. For women and smaller riders, Haciey offers Sportster motorcycles that are built low to the ground with narrower seats, sotter clutches, and adjustable handlebars and windshields. Several times a year Harley dealers hold garage parties for women to help them learn about their bikes. Five hundred such events in March 2010 attracted 27 000 women, almost half of whom were at a Harley dealer for the first time, leading to 3,000 new bikes sold. After making up only 2 percent of Harley owners in 1995, women now represent about 12 percent of sales Questions What are the key learnings from this case? What according to you Harley Davidson would have done differently? 2 Which of the two is more damaging - product fallure (e. brand falls to live up to its consumer promise) or market failure (.. insufficient consumers are attracted to the brand)? Why do you say so? Explain your reasoning behind your point of view. Assuming you are the Brand Head for Harley Davidson, how would you design the Brand Architecture? You may ustrate using a diagram and suggesting your own brand name(s) and related product lines. 1. 3 2 A B