Flaunte January 2013 Edition - New Delhi Institute of Management

CHANAKYA NITI: CASE STUDY – HARLEY-DAVIDSON
Introduction
August 25, 2010, was a red-letter day for every die-hard Harley-Davidson fan who
dreams of turning a corner and coming face-to-face with not one but a whole set of
iconic motorcycles. Harley-Davidson unveiled its first showroom in the city of Mumbai in
Bandra (West). Christened Seven Islands Harley-Davidson, the dealership is led by
motoring enthusiast Arjun Bafna.
Arjun Bafna is a gen-next entrepreneur with varied interests. A keen motor enthusiast,
Arjun’s definition of unwinding after a long day is riding his Ultra Classic Electra Glide.
Having a passion for automobiles, he indulged in Bikes and Cars and this passion gave
him the drive to head the Harley Davidson Franchise in Mumbai.
About Harley Davidson
Harley-Davidson often abbreviated H-D or Harley is an American motorcycle
manufacturer. Founded in Milwaukee, Wisconsin, during the first decade of the 20th
century, it was one of two major American motorcycle manufacturers to survive the
Great Depression. The company sells heavyweight (over 750 cc) motorcycles designed
for cruising on the highway. Harley-Davidson motorcycles (popularly known as
"Harleys") have a distinctive design and exhaust note. They are especially noted for the
tradition of heavy customization that gave rise to the chopper-style of motorcycle.
About Seven Islands Harley-Davidson
Seven islands Harley-Davidson located in Bandra (West) is the sole dealer in the
Mumbai region catering to Mumbai, Navi Mumbai and adjoining areas. Over the years
Seven Islands has gained a cult following among bike enthusiasts and die-hard Harley
fans with the Holy Grail of the Biking World being the centre of attention.
Marketing Strategy
Harley-Davidson is a well known brand. It is not a brand that goes for traditional
advertising. They rely more on word of mouth publicity. To get the customers in, Harley
participates in motorcycle shows, rallies and other high profile events. Seven Islands
Harley Davidson has done a remarkable amount of public interaction by organizing the
“Boot Camp”, the “Harley Rocker’s Ride”, the “Harley Nights” and the “Founders’ Ride”
in India. This already has had an incredible amount of people registering to be informed
about events and rides. The want is to reach out to as many and as quickly as possible.
Another important marketing strategy that Harley uses is H.O.G. (Harley Owners
Group). Established in 1983, H.O.G. ® is the largest factory sponsored motorcycle club
in the world.
Introducing the HARLEY-DAVIDSON Gift Card
Seven Islands, in its ongoing commitment to provide its clients with outstanding
convenience and service is considering taking another step; the company is looking at
launching an exclusive Harley Davidson Gift Card® program. The gift cards, which can
be purchased for a specific amount up to `20000, can be spent towards a variety of
products at Seven Islands Harley-Davidson. The Harley-Davidson Gift Card will be
offered through dealer locations and other channels. The Harley-Davidson Gift card
would be available for use on various products and services as authorized by the parent
organization. The aim is at retaining the best customers at Seven Islands.