Building a Brand Community on the Harley Posse Ride

Why or why not? $100,000.00 cipher (Posse lecture II), is a good price for value comparing to early(a) alternatives to advertise and realize communities The Posse model is probably the most cardinal MKT instrument to build and preserve internal aspect of Harley-Davidson product regarding its station The products meaning of adventure, freedom and even rebellious, works kindred a relief for the life responsibilities for its members For human beings gregarious aspects are strategic and peck have the necessity to belong to groups.What role should the Posse Ride play in the HOG events mix? Posse Ride is the master(prenominal) instrument to connect company to the customers and to build the products grunge concept.How should the Posse Ride be designed to maximize its effectiveness and profit-making potential, should you square up to keep it? Posse Ride has to be kept. The following initiatives could be taken to maximize its MKT value Export the event to countries that value U S tillage nurture a Posse Ride transit in contrary countries at the same period (integrate and make the event bigger) Develop confederacy (e.g. tourism companies) to capture higher value from the event Develop another(prenominal) products aligned with the same image (e.g. perfume, clothing style, fast food chain, video-game, headphone, entertainment) give rise a TV program or internet web site to post news and stories about Posse Rider Invite people abroad to participateDevelop strategy focused to tease teenage people and women to participate in the event Connect Posse Ride to mega music shows (e.g. Rockn Rio and Woodstock) Sustainable initiatives are welcome as well.How the Before-After survey data can help you with your recommendations? To measure trends of consume, make changes in the product and to identify new groups of customers To assess points to be solved to commence a higher members satisfaction.How are betray communities build? Build a strong idea/concept that can amount of money people around it Offer to them the opportunity to get in trace/socialize (events and internet) Provide new ideas connected to the main concept (innovate)Promote and coordinate meetings.How can we identify communities and its members? Assessing consume behavior What is Harleys brand identity? Adventure, challenge, freedom, rebellious. Opportunity to take part of a big pilgrimage and a sense of belonging.What is HOGs role in maturation community for the Harley-Davidson brand? That is the bond that glues members around the product concept It is what members stupefy to fulfill their expectations about the product.Evaluate Harleys attitude and performance in acquire close to its customers. Not just to get close to the customers, but much than that, to have an intimal and personal connection with them (they ride and have bears unneurotic along the Posse Rider) It helps to develop products and to keep strong and alive the product concept in front of their custome rs Harley-Davidson executives riding side-by-side with all members empowers the event and ply them to understand the companys connection to their customers.