MKT 351-01
Case Study 1: Harley Davidson Posse Ride

After enduring the challenges offered on the long road of the Posse ride, and becoming close with the riders, it is clear that H.O.G’s rolling rallies provide much more than mere marketing opportunities. They provide a sense of family among old friends and new acquaintances, all with the same love of the road. For many people an ideal vacation is going on a cruise or taking a trip to a warm Caribbean get away, but for the dedicated H.O.G. members the road is their vacation. Even the presence of the whole family can be seen on H.O.G.’s rolling rallies. When looking at the three fundamental purposes for the creation of Harley Owners Group in the 80’S, it is easy to see that rolling rallies fulfill all three. Although the presence of outlaw biker gangs has become nearly extinct today, there is still that negative stereotype that comes with the Harley. When you look at members of the Posse ride, and those of other rolling rallies for that matter, you see not a group of hardened criminals, but a group ordinary people enjoying what they love. You see a group of mostly middle age, normal working class people. This image shines new light on Harley owners, and helps dissolve stereotypes of the past. Rolling rallies have gone above and beyond in the aspect of enhancing the Harley Davidson lifestyle and experience. They give opportunity for members to experience being a Harley rider in a whole new way. Members are given the chance to challenge themselves on a long ride, to meet new people that are similar to them, and to come home with new friends and memories that will last a lifetime. These are things that continue to bring our members out for that next big rolling rally, and continue to expand and strengthen the Harley brand community. How better to get to know the customer than to join them for a 2000 mile trek across