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Unformatted text preview: etc.; targets teenagers-reposition the competitor in the customer’s mind o wendy’s fluffy bun; to mcdonalds “where’s the meat?”-strengthen own competitive position…add/modify attribute o avis: we’re #2, but try harder o 7up: we’re the uncola o Listerine: the taste people help, twice a day o Harley Davidson Only US manufactured motorcycle Early 90’s • Leaky, unreliable bikes • Missing market of new, changing consumer • Dirty, deteriorating What did they do? • Target yuppies o Brighten dealership colors and lights o Harley clogne and wine coolers o Competed with Hells Angles by forming Harley Owners Groups (HOGS) and “Ladies of Harley” o Improve engine quality o Maintained “thunder” of exhaust, etc. o Gentler, simpler softer ads o Harley dealers selling fashion clothing • Social responsibility: like minded Harley riders organizations •...
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- Fall '07
- Frito-Lay, Harley Owners Groups, Frito-Lay NewsWeek Postscript, Harley riders organizations, chip-giant Frito Lay