Perceptual Maps Mkt/421

The initial strategy was to maintain a competitive presence in each segment by keeping our prices aligned with the average for each target market, while maintaining costs low. Specifically, it was our goal to become the leader in Traditional and low-end segments of the sensor business by allocating significant resources to R&D, marketing and promotions for these products. Our differentiator would be the result of a high investment in R&D to ensure our products were the best available.

Access-based positioning: The popular designs were changed over time to appeal to existing customers who enjoyed the bikes of the olden days; customer loyalty. [p 34 What is Strategy?]

Allstate has taken a qualitative approach to developing marketing strategies aimed at the non-traditional market. Qualitative measures are targeted at finding out what customers think or feel about certain products or brand names. In past years to gain market share in the motorcycle industry, Allstate developed “Allstate Garage”. (Crepeau, 2008) This fun interactive website employed the qualitative approach of visualization to allow users to customize their own motorcycle by choosing different models, styles & accessories. Within the customization process, Allstate would indirectly emphasize perks about their insurance policy options. This visualization measure also provided apps for planning scenic rides and safety tips for motorcyclists.

There are many products and services available in the market today. The automobile market is no different. There are many brands, styles, and price ranges when it comes to vehicles. One specific area of the automobile market are trucks, more specifically is the Ram truck. Dodge Ram has been around since 1981. Truck sales have hit an all time high since 2007 proving that fuel prices are not affecting sales as much (Ross, J. 2013). The big three, Ford, Chevy, and Ram continue to fight each other in the truck selling business and have cut-throat marketing to try to be the best and on top of truck sales. Ram has gotten rid

In this reading, I will be discussing the different categories in which advertisers have placed consumers to distinguish them from one another using their values, attitudes, and life-style. According to the writer of American culture and advertisement James B. Twitchell, “the object of much consumer research is not to try to twist their feathers so that they will flock to your product, but to position your product in such a place that they will have to fly by it and perhaps stop to roost. After roosting, they will eventually think that this is part of their flyway and return to it again and again” (p. 178). The proposition of stereotyping consumer lifestyles is a very effective way of marketing goods and services. The VALS2 strategy of marketing segment, target, and position used by advertisers is based on research; which means, marketers know more about consumer behaviors than what we think. This is an important issue because it’s necessary to raise awareness in society about the advantages and disadvantages that this can bring. After having evaluated all given points; this article is an eye opener for those who have any doubts about what consumers mean to large companies and advertisers.

Marketing and Sales represents Ducati’s most significant growth opportunities because their brand management strategy advances the Ducati name into the consciousness of their markets. In addition to motorcycles, Ducati extends the brand by selling accessories and apparel. For sure, Ducati owners will buy these products but perhaps more importantly, the aspirational aspect of the brand drives people to buy Ducati-branded items even if they don’t own the bike. This behavior is seen with the Harley-Davidson brand: many people wear H-D clothing and

Consumers are not limited to a single market, many of them will be purchasing multiple bikes, but all of them have specific preferences. Successful company will meet customer’s needs and maximize sales by growing the potential market size as well as taking sales from competitors.

According to perceptual maps, the BMW, Honda, and SAAB cars are the main competitors. This is because their positions are close to the Infinity G20 in the map. Individuals view Infinity G20 as a brand for success. Moreover, they think that it’s more attractive as compared to its competitors. However, the BMW is the most prestigious and most quite, according to the perceptual map. SAAB is the most roomy and most quite car, according to the perceptual map. Also in Exhibit 1, most of the respondents perceive BMW as more prestigious than the infinity G20 in the market.

According to me, the motorcycle industry is very attractive. The main reason to back my claim is the level of competition in the industry. There is a very high level of completion between all the companies present in this particular segment. The main factors that drive this rivalry are different positions of different players within the industry, differences in technical know-how, different marketing campaigns, differences in core nature of the products and differences in strategies. The players in this particular industry don’t fight over price of their products, they rather compete with each other in terms quality of their products and the nature of their services to different segments of customers. Each player had its own unique strategy and nature of the product for a particular segment of customers, this tends to intensify the competition amongst companies in the industry.

To fill their psychological needs of freedom and individualism, as well as their sense of adventure, women are purchasing customized motorcycles by the thousands. Harley Davidson has certainly recognized the women motorcyclist market as a great growth opportunity for

Harley-Davidson's mission statement is to "fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments." (Harley Davidson, 1999). The company's main objective for the entire organization s is to have happy and satisfied stakeholder; this includes their customers, employees, suppliers, investors, and the entire society in general. Harley-Davidson makes the customer's experience with their products the core of their business and every effort is made to make this experience as enjoyable as possible. It is this strategy that has helped Harley Davidson meet its current level of success.

The use of priceless advertising concluded with leather jackets, T- shirts, chaps, boots, caps, helmets and other accessories. Also it conducted Motor Cycle rallies improving its dealer network to broaden its appeal to new customers. Further it improved the motorcycle displays, apparel and other merchandize that cyclist wished to purchase.

The first strategy Harley-Davidson uses is customer focus. Harley-Davidson offers a wide range of products and services, from children’s’ tricycles, clothing accessories, and affordable motorcycles to more higher-ended luxury motorcycles targeting customers in all age groups. By allowing their customers to personalize and customize their motorcycles, this strategy helps build their second strategy, which is brand loyalty. Other strategies that help build brand loyalty and selling dreams are to have groups, such as the Harley Owners Group (HOG) and the Buell Riders Adventure Group (BRAG), so they can emphasize to their customers that everyone is welcome to join its large extended family for riders,. Their value is: “Tell the truth. Be fair. Keep your promises. Respect the individual. Encourage intellectual Curiosity.” (Harley-Davidson web

Historically Harley-Davidson to be a Niche Marketer, which is they had focused in on one particular aspect of the market. Kotler and Keller identified the following characteristics of niche marketing; customers have a distinct set of needs, they are willing to pay more to the firm that best suits their needs, it is not likely to attract competitors, gains economies through specialized products and it has a size, profit and to grow. Almost all of these hold true for the “heavyweight” segment of motor cycles that Harley-Davidson produced.

Today’s consumers seek quicker ways of travel at more affordable prices allowing them to reduce up to 50% off their commute time and giving them more time to spend with their families. The C1 motorcycle was designed for efficient high-speed travel, enabling you to slip through traffic easily. Once you arrive at your destination, you can park in the smallest spaces–even motorcycle-specific parking.Team 1 was selected to research, analyze, and re-position through a unique media plan and creative campaign. This campaign make every effort to not only promote the brand image of the C1 motorcycle, but it also aims to make new potential consumers aware of the brand and what is offered.