Harley Davidson Marketing Objective 2

Harley Davidson Marketing Objective 2 - Stacy Blakley ADV...

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Stacy Blakley ADV 3351 Media Planning MARKET GOAL The goal is to increase sales of Harley Davidson motorcycles among Gen Xers and -Yers. Only 7.3% of HH 25-34 years of age own a motorcycle, and only 4.1% plan to buy or lease a motorcycle in the next 12 months. We want to increase these numbers by 10%. TARGET AUDIENCE OBJECTIVE Our primary target audience is men aged between 25-34 years old with some college. Rationale: Currently the majority of Harley owners are of the baby boomer generation who will not be around much longer, so Harley must reach into the youth market – Gen Xers and –Yers. Harley ranks among the ten best-known brands in America and that comes with a high price tag, so those with some college or higher education will have funds to purchase a motorcycle. 30.1% of HH who own a motorcycle have some college, and 26.6% have higher education. This shows that those that are more educated are more likely to purchase a motorcycle than those with high school degrees or less. GEOGRAPHY OBJECTIVE
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Harley Davidson Marketing Objective 2 - Stacy Blakley ADV...

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