Harley Davidson Perfume Flop Paper

951 Words Nov 3rd, 2008 4 Pages
Introduction

A lot of companies have met the problem of a product flop. Indeed even the biggest ones know this difficulty. This is the case of Harley Davidson, the giant bikes manufacturer. In fact they did one of the biggest branding mistakes of all time. This product was “Harley Davidson Perfume and Cologne”, which was introduced into the international marketplace around 2000. In the beginning the product was supposed to increase sales. But we are going to study this case.

Contents

1. HARLEY DAVIDSON: COMPANY’S PRESENTATION
2. PRODUCT PRESENTATION: PERFUME & COLOGNE
3. THE FAILURE: FLOP’S REASONS
4. POSSIBLE SOLUTIONS
5. WHY DID THE COMPANY DEVELOP THESE PERFUMES AND COLOGNES? MY OWN OPINION.

1. Harley Davidson:
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They are like 20% of the new products.

As for the target market of this category of products, it was their loyal and core customers of course. That was in order to test their loyalty, and to make them more addicted to the brand.
They have tried to capitalize on their unique strength towards the brand: their customers brand loyalty.
Actually they did not and cannot target on a new kind of customers, because the loyal ones stay loving the brand and they are the only one to do that. It is a specific kind of customers that just can be loyal.

3. The failure: flop’s reasons

 Company’s perspective
 Product that didn’t live up to the macho and masculine values
 Break with the brand myth
 The company went too far
 Negative consequences in long term because this operation can increase sales in short term, but getting confusion to customers, decrease it il long term
 Quotation from Kevin Roberts, famous advertiser: “Mystery also doesn’t need hundreds of themed stores to push its brand extensions.” And Harley Davidson is a brand that calls “mystery” because of the small number of bikes for example.

 Customers’ perspective
 Too much after the other products, like T-shirts, socks, cigarette lighters and ornaments
 Confusion to the loyal customers because they don’t know in which values to believe anymore
 Men: “perfume” is synonymous to “gay”, not very

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