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.
1.HARLEY DAVIDSON: COMPANY’S PRESENTATION
2.PRODUCT PRESENTATION: PERFUME & COLOGNE
3.THE FAILURE: FLOP’S REASONS
5.WHY DID THE COMPANY DEVELOP THESE PERFUMES AND COLOGNES? MY OWN OPINION.
1.Harley Davidson: Company’s presentation
As the entire world knows, Harley Davidson is an American manufacturer of motorcycles based in Milwaukee, Wisconsin. It shares the market with Japanese bikes. The company owns the half part of the motorcycles market, whereas the Asiatic ones own the other part. That is not negligible. It is a very old brand, with loyal customers, loving the brand: we speak about “mythology of the brand” because Harley Davidson is not only a brand, it is also a way to live and to think, an addiction to the brand itself. Besides some fans created the “H.O.G.” or “Harley Owners Group”. Furthermore some even tattoo the logo or the name of the brand of their body. This brand has strong values: masculine, macho, rebel, rugged… When riding a Harley Davidson, you can feel freedom and some kind of power. The company tries to sell a wide variety of branded merchandise like t-shirts or cigarette lighters. Because of that, fans have accused them of “Disneyfying” the brand.
2.Product presentation: Perfume and Cologne
Harley Davidson co-developed some perfumes and colognes with L’Oréal. These are: Black Fire, Territory, Cool Spirit, Destiny, Hot Road and Legendary. Some were available for men and women.
According to Booz, Allen...