Principles of Marketing Essays

long-term consumer loyalty. In addition to highlighting their products, Harley used the publication to share stories of individuals' riding experiences, further enhancing the brand's prominence.

In 1956, Elvis bought his first flathead KHZ Harley motorcycle. A picture of Elvis on the cover of "The Enthusiast" magazine proved to be a successful marketing scheme, boosting sales significantly with his endorsement. People wanted to imitate Elvis and be seen as cool and popular. With its wide distribution, "The Enthusiast" continues to hold the record for being the longest continuously published motorcycle magazine with the largest circulation.

Harley-Davidson Motorcycles attributes its success not only to strict quality control processes but also to the fact that their products are made in America by Americans. This strategic marketing move takes into account Americans' concerns about job loss due to foreign countriesThe article emphasizes the belief that the United States government's policies in trade, tax, monetary, regulatory, and immigration are harmful to America's future. This has led to a growing interest in American-made products due to feelings of distrust towards foreign goods and job loss to overseas companies. Harley, the oldest motorcycle manufacturer in America, has capitalized on this trend by promoting their motorcycles as "American Made by American Hands!" They have successfully employed marketing strategies such as referring to non-American bikes as "Rice burners" or "Metrics." Additionally, Harley has created an organizational experience for their customers through the officially sanctioned Harley Owners Group (HOG), which is recognized internationally with over 1400 local chapters worldwide. To become a member of HOG, one must own a Harley Davidson motorcycle or be the spouse of an owner. Owning and occasionally riding their motorcycles is seen

by Harley enthusiasts as having a lesser impact on their overall riding experience. By promoting an organization that encourages riding, togetherness, and the overall experience of owning a Harley, it becomes more rewarding and lasting for customers. Furthermore, when individuals ride and share their experiences with friends, they essentially become salespeople for Harley themselves.The word about Harley ownership spreads quickly, creating a contagious effect. Combined with effective advertising, this generates an infectious desire to become a Harley owner. The HOG organization understands the benefits of being part of something larger than oneself and fosters stronger bonds and lasting relationships. They coordinate charitable rides for various events through local chapters, primarily organized by Harley riders but open to all. These rides bring the community together for a worthy cause while also providing an opportunity to introduce metric riders to American-made Harleys and potential future owners.

In the past, movies from the 1960s-1970s like "Hells Angels" and "Easy Rider" portrayed Harley owners as rebellious "Bad Boys," contributing to a tarnished reputation. Additionally, when American Machinery and Foundry acquired Harley in 1969, product quality suffered along with declining sales. However, William G. Davidson and thirteen investors regained control of the company from MAP and successfully revived the brand. The Fat Boy motorcycle famously ridden by Arnold Schwarzenegger in Terminator played a significant role in this revival process.There is a rumor that the name "Fat Boy" was inspired by the atomic bombs dropped on Japan during World War II, representing the impact Harley made on Japanese motorcycle manufacturers. Today, Harley owners come from various professions including Coo's, investment bankers, and lawyers, with an average customer age of 47 and median

income of $82,000. Notably, women now make up 12 percent of Harley owners.

Women are now seeking the freedom of the road and want to ride beside their partners on their own Harley instead of riding behind them. They have realized that being a rider rather than just a passenger provides a different and exciting experience. Some women even feel like they own the road just like their husbands. This change in mindset aligns with how Harley's approach is influenced by customer-driven marketing strategies (Kettle, 2010).

Harley's marketing team has recognized this shift and developed a targeted strategy for women that focuses on both passengers and riders. They have intentionally designed motorcycles to accommodate shorter riders since most Harley bikes are built for individuals who are around 6 feet tall and weigh close to a thousand pounds. By creating models suitable for shorter statures, Harley aims to appeal to a wider audience. Additionally, they have introduced a color palette more appealing to women as they move away from traditional masculine colors.

Harley's association with "Bad Boys" and male riders is a thing of the past. The company has made efforts to change this perception by targeting different market segments and creating clothing specifically for women. Their clothing line includes materials other than leather, appealing to a variety of women. These women who ride Harley motorcycles are not the stereotypical "Biker Chicks" or "Motorcycle Mamma's", but rather sophisticated individuals who are often married to professionals. On weekends, both men and women have the opportunity to become "Harley Owners" and escape their professional roles. To promote their brand, Harley Davidson organizes annual gatherings for riders where they recognize those

who have traveled the farthest and give prizes to regular attendees. These events aim to unite all riders as a community and strengthen the connection between consumers and the brand, fostering long-term relationships. They also serve as a platform for building consumer brand alliance, motivating participants, and promoting unity similar to a motivational speaker.

This marketing strategy focuses on emotions and bringing people together for a common cause, centered around the enjoyment and camaraderie of owning and riding an American Icon. These gatherings are social events with organized activities and sometimes fundraisers for charitable causes. They serve as an effective marketing strategy for Harley Davidson to promote their motorcycles as more than just products, but as life-changing experiences. Despite my ownership of various motorcycle brands, I had always desired a Harley Davidson in the past but never owned one due to its higher cost compared to other motorcycles. This higher price is likely attributed to factors such as manufacturing in America, which incurs higher production costs in terms of wages, along with high demand driving up prices. There were even rumors in the past that Harley only sold motorcycles to existing Harley owners, causing me to consider buying a used one so I could finally purchase a new Harley Davidson.

Over the years, whenever I encountered a Harley motorcycle, I couldn't help but feel inferior in comparison to its immense power and impeccable design. These distinctive qualities, including the iconic sound and feel, originated in the 1909 production model of Harley Davidson motorcycles. To maintain their unique identity, the company has protected these characteristics with patents. It is this sound and feel that make Harley motorcycles

truly one-of-a-kind. When my wife and I considered purchasing a Harley, she became fascinated with the sense of camaraderie that comes with owning and riding one. Even without experiencing it firsthand, she was captivated by the sound and feel it emanates. Being near or seeing a group of Harleys together at a stop light, hearing them roar off simultaneously with a thunderous rumble, was truly mesmerizing. Unlike metric motorcycles that often go unnoticed, people pause to take notice when a Harley passes by. In their marketing strategies, Harley has successfully incorporated this special essence not only into their motorcycle production but also into their overall brand image. According to Ken Schmidt, Director of Communications at Harley, the company's approach to marketing differs significantly from that of automobile companies and their competitors as they are not reliant on advertising or traditional marketing techniques like selling transportation.

From a moral standpoint, it is clear that Harley's marketing tactics have always been ethical and focused solely on selling motorcycles and promoting a unique lifestyle. While the actions of some owners may sometimes lack ethics, this cannot be blamed on the product or the consumer. Harley actively promotes unity and camaraderie among its owners through global annual gatherings, and their publication encourages riding and fostering relationships between the company and its customers. Some may view loyalty to Harley as idealistic, while others see it as a strategic move to sell motorcycles. Personally, I agree with both perspectives. Harley has successfully created a motorcycle that appeals to a wide audience, resulting in a dedicated customer base. The company has always valued customer feedback when it comes to design and appeal. When

I approached my 50th birthday, I had plans of owning a Harley-Davidson motorcycle but struggled with justifying the high price tag. I considered settling for a Metric bike that looked and sounded similar to a Harley. My wife joined me in my search for an alternative bike for my milestone birthday gift, and we visited different dealerships where we found impressive options priced at two-thirds of what a Harley would cost. After weighing our options, my wife asked me how I would feel when we pulled up next to a group of roaring Harley motorcycles at a stoplight - this simple question made me reconsider settling for anything less than what I truly desired: a genuine Harley-Davidson experience.I regret not getting a Harley, but she insisted that we get one and I followed her advice. The references used for this information include various articles and books such as "Harley-Davidson: Marketing an American Icon" by the Corporate Design Foundation, an article by William Jasper from CBS Monetary, an article by Buzz Canter as the Editor in Chief of American Iron Magazine, and the book "Principles of Marketing" by P. Kettle and G. Armstrong published by Pearson Prentice Hall in 2010. Additional sources include Herbert Wagner's biography of William S. Harley, an article on why Harley is called Fat Boy, and an article from Sales and Marketing Management by N. Arrant in October 1994 (Retrieved February 7, 2011 from Entrepreneurship Document ID: 59195). General Dynamic's also provided information (Retrieved February 3, 2011 from http://www.Narcissism's.Com/). Jones, G.R., & George,J.M.'s book "Effective Team Management" was referenced as well (2011). Lealer,J.'s New York Times article titled "We Robots" was consulted

(Retrieved January 21, 2011 from http://www.Anytime.Com/2011101 /23/books/review/Lealer-t.=l =We robotst=cse). Maxwell J.'s article on Charismatic Leadership was retrieved from The Mindful Network website published on May 22nd ,2008 (Retrieved January 30th ,2011 from http://www.reRefreshercoComimindfulnessrarticlesarticles/82/1 [Charismatic-Leadership/PaPage htHTMLcCocoasW.). Lastly , Rise and Fall - or Transformation?, authored by W.Joseph .The article "The Evolution of Strategic Planning at the General Electric Company, 1940-2006" from Long Range Planning, Volume 41(3), page 248, retrieved on February 7, 2011, from ABABANFORM Global (Document ID: 1490797071) discusses the strategic planning changes implemented by the General Electric Company over a span of six decades.

In the report "Employee Motivation: Is It Necessary?" by PePersistJ, JrJar from Small Business Reports, Volume 15(3), page 33, retrieved on February 7, 2011, from Entrepreneurship (Document ID:792432), the importance of employee motivation is explored.

This paper focuses on Proctor & Gamble's personal care products which have relatively little differentiation. The brand Gain is particularly passionate about delivering an exceptional scent experience to its consumers. Alongside discussing the laundry detergent industry as a whole and its major competitors Surf and Arm & Hammer produced by Unilever and Church & Dwight respectively outside of P. P prioritizes providing high-quality products and services to satisfy their consumers' needs in order to achieve profit and sales leadership. While many laundry detergents effectively clean clothes,Gain sets itself apart with both its irresistible fragrance options and powerful cleaning capabilities.The main goal of any laundry detergent is to effectively clean clothes. Although P&G has established strong brand loyalty over time, relying solely on its reputation is not a sustainable strategy. Gain, with its diverse product portfolio including detergents and fabric softeners, fills every room in your home with

exceptional scents. In order to continue generating revenue and expanding sales, P&G strives to be innovative in its marketing strategies, market structure, and overall brand image.

Procter and Gamble operates in over 80 countries worldwide, including China, Australia, PuPuercoiRice, and Russia. The company is divided into five regions: Western Europe, Latin America, Central/Eastern Europe, North America, and Asia. This division allows for faster response times to consumer demands. Procter and Gamble aims to win customers by offering quality products and value instead of creating unfair disadvantages.

Competition is viewed as a positive factor that builds awareness but must be monitored from a market share perspective. To remain competitive in the industry, Procter and Gamble strives to increase productivity and allocate more financial resources to major markets. Additionally, the company targets specific ethnic groups such as Hispanics and African Americans through various distribution channels like supermarkets, discount stores, corner stores,and the internet.The U.S., for instance,sells boxes that include both Englishand Spanish languages. The Hispanic consumer market represents an 80 percent larger population than the general population itself.