Harley Davidson Live Wire original

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Heineken Operations

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Harley Davidson Live Wire

Position In Market

The premium Electric option on market

The bike for Environmentalists

Leader in Technological innovation

Price

Offering Discount on pre-ordered bikes to create sales base

Premium Price to create sense of innovation and technology

Can reduce price, but can never increase it

Promotion

Print Media

Utilize signage in individual bike dealerships

Target tech prints such as Financial Times

Social Media content

Linkedin Advertising when tech is searched

Facebook Videos using targeted audience features

Youtube Promotions

Distribution

Offer merchandise (tees, badges etc) to promote in target areas such as Inner city areas

Utilize Australia's diversified motorbike dealerships to gain geographic access nation wide

Subtopic

Target Customer

Progressively minded (enviromentally friendly)

Inner City 25-35

High discretionary income Tech Savvy

Product

Added Benefit

Easier to ride

Quiet, no heat

Enviromentally friendly

Core

Transports indiviudals

Augmented

Apparel with each purchase, helps form group membership

Extended warranty to ease concern of durability of bikes