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HD: How to Attract New Customers

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Marketing Strategies Marketing Strategies A proper segmentation will help in defining the target customers. Once this is done the sections in the showroom should be designed to suit the tastes of the buyers. Further, the sales staff should be recruited and trained to handle each segment according to their preferences and tastes. Internal ambience should match the needs of the customers. Externally advertisement and publicity would be organised according to targeted segments. Bike Magazines are very popular and favourable write-ups are needed to be given about HD at frequent intervals announcing new arrivals, schemes and offers to entice customers.

It is also advisable to enter into local competitive racing under HD banner or to promote the name and build customer recall. Harley Owners Group should be extended to India and free membership of the Easy Rider should be offered as well. 3.1 Mission High Quality and Performance bikes should be the company mission in order to serve the customer in the best possible way.   3.2 Marketing Objectives The Marketing Objective is to have a plan that is both achievable and measurable. The targets are to be set for each move or action, both financially and in terms of other resource allocation like personnel.

The measurability can be gauged by giving it a time frame with set conditions of the money and material resources. The marketing objectives section will indicate targets to be achieved across several marketing decision areas.   Marketing success can be measured in several non-financial market metrics. (How to write a Marketing Plan) 3.3 Target Marketing This is part of the segmentation of the market and will deal with how to research the needs of the customer of the targeted segment.

There is a need to find out the customer buying pattern and behaviour pattern which will eventually categorize the size of the market. This will help in finalizing the quantum of the product range that will be projected for sales.

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