Please read the assigned chapter 9, and watch the below videos showing traditional Harley Davidson Segmentation, Targeting and Positioning: Kid Rock commercial and then watch the new Harley Davidson STP commercial. Markets may be segmented in many ways. In this post, we will consider the lifestyle psychographic segmentation as it relates to Harley Davidson. For many years Harley Davidson focused on men older than 35 years old that wanted to be like Dennis Hopper in Easy Rider.
Now pick one of the four Haley Davidson Segments, targets, and positioning:
- Men older than 35
- Young adults (both genders 18-34)
- Woman older than 35
- Diverse (men & women, African American and Hispanic, older than 35)
Please post in 150 words or more on why do think Harley Davidson made the segmentation and targeting change after all these years? What kind of marketing vehicles (TV, Radio, Social Media, Mobile, Events…..) would you use now to reach the target audience you choice? Why do think this would work. Due March 5th.
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