Indian Motorcycle Strategy Presentation
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We completed an analysis of Indian Motorcycle's current situation since being acquired by Polaris. We completed market research, conducted interviews with Indian fanatics, collectors, dealers, etc., competitive analysis, and watched "The World's Fastest Indian", starring Anthony Hopkins. Indian Motorcycle has a fantastic legacy, and our research proved that they are in a unique position to capitalize on their brand and position themselves into a market that allows them to regain an identity that has been lost, modified, and adjusted over the past 100 years. This presentation is a simple and visual aid we used to tell the story of Indian Motorcycle and to make our recommendation.
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Indian Motorcycle Strategy Presentation
- 2. “The most important thing to consider about the acquisition of the Indian Motorcycle Company is that we gain a brand. A brand with a living history. A brand that means something to people. A brand that stirs passion in hearts of the motorcyclist ...This is what we are selling. The brand image, the feeling”. - Scott Wine, CEO Polaris Industries
- 5. GEORGE HENDEE & OSCAR HEDSTROM 1901 1917 1930 1939 1945
- 6. GEORGE HENDEE & OSCAR HEDSTROM 1901 1917 1930 1939 1945
- 7. WWI: 60% TO MILITARY 1901 1917 1930 1939 1945
- 8. WWI: 60% TO MILITARY DUPONT 1901 1917 1930 1939 1945
- 9. WWI: WWII: 60% TO MILITARY 100% TO MILITARY DUPONT 1901 1917 1930 1939 1945
- 10. WWI: WWII: 60% TO MILITARY 100% TO MILITARY PURCHASED BY DUPONT RALPH B. ROGERS 1901 1917 1930 1939 1945
- 11. 1953 1970 1985 1998 2005 2011 1954
- 12. 1953 1970 1985 1998 2005 2011 1954
- 13. 1953 1970 1985 1998 2005 2011 1954
- 14. 1953 1970 1985 1998 2005 2011 1954
- 15. 1953 1970 1985 1998 2005 2011 1954
- 16. 1953 1970 1985 1998 2005 2011 1954
- 19. DUPONT PURCHASED BY RALPH B. ROGERS 1901 1917 1930 1939 1945 1953 1970 1985 1998 2005 2011 1954
- 20. DUPONT PURCHASED BY RALPH B. ROGERS 1901 1917 1930 1939 1945 1953 1970 1985 1998 2005 2011 1954
- 21. HOW CAN POLARIS S U C C E E D WHERE SO MANY HAVE FAILED?
- 22. RESOURCES
- 23. $4 BILLION
- 25. $4 BILLION U.S. HEAVYWEIGHTS $400 - $600 MILLION (PREMIUM MARKET)
- 26. $4 BILLION U.S. HEAVYWEIGHTS $400 - $600 MILLION (PREMIUM MARKET) *SOURCE: IBIS, “Motorcycle, Bike & Parts Manufacturing in the US,” March 2012. Datamonitor,”Motorcycles in the United States,” September 2010. U.S. Census Bureau 2010. Income based on number of households 45 to 64 earning over $100,000 per year.
- 27. MATURE MARKET
- 28. MATURE MARKET Harley Rider - Average age increased ~45 to 49 over the last five years. *SOURCE: NY Times, “Harley, You’re Not Getting Any Younger,” March 2009, JD Power and Associates 2010 U.S. Motorcycle Competitive Information Study.
- 29. MARKET SHARE *SOURCE: Powersports, 2011
- 30. MARKET SHARE *SOURCE: Powersports, 2011
- 31. MARKET SHARE HD - 33% *SOURCE: Powersports, 2011
- 32. MARKET SHARE HD - 33% VICTORY - 2% *SOURCE: Powersports, 2011
- 33. MARKET SEGMENTATION *SOURCE: Polaris Internal Memo 2011
- 34. MARKET SEGMENTATION DIE HARDS - 39% *SOURCE: Polaris Internal Memo 2011
- 35. MARKET SEGMENTATION DIE HARDS - 39% PERFORMANCE ENTHUSIASTS - 21% *SOURCE: Polaris Internal Memo 2011
- 36. MARKET SEGMENTATION DIE HARDS - 39% PERFORMANCE ENTHUSIASTS - 21% EVERYDAY RIDERS - 15% *SOURCE: Polaris Internal Memo 2011
- 37. MARKET SEGMENTATION DIE HARDS - 39% PERFORMANCE ENTHUSIASTS - 21% EVERYDAY RIDERS - 15% SHOW OFFS - 14% *SOURCE: Polaris Internal Memo 2011
- 38. MARKET SEGMENTATION DIE HARDS - 39% PERFORMANCE ENTHUSIASTS - 21% EVERYDAY RIDERS - 15% SHOW OFFS - 14% WEEKEND RIDERS - 11% *SOURCE: Polaris Internal Memo 2011
- 39. MARKET SEGMENTATION DIE HARDS - 39% PERFORMANCE ENTHUSIASTS - 21% EVERYDAY RIDERS - 15% SHOW OFFS - 14% WEEKEND RIDERS - 11% *SOURCE: Polaris Internal Memo 2011
- 41. “NOT a fan of the soccer mom on a Harley.” – Shelly Maynard, California “It’s probably just a ploy to bring the yuppie styles back to buying since sales are down.” – President, Springfield, Ohio Chapter *SOURCE: HDForums, “United by Independents” campaign
- 43. $10K SPORTSTER COMPETITOR SCOUT PREMIUM DOMESTIC PREMIUM INTERNATIONAL
- 44. SPORTSTER COMPETITOR $10K PREMIUM DOMESTIC SCOUT PREMIUM INTERNATIONAL
- 45. SPORTSTER COMPETITOR $10K PREMIUM DOMESTIC SCOUT PREMIUM INTERNATIONAL
- 46. SPORTSTER COMPETITOR $10K PREMIUM DOMESTIC HIT & MISS STYLE SCOUT PREMIUM INTERNATIONAL
- 47. SPORTSTER COMPETITOR $10K PREMIUM DOMESTIC HIT & MISS STYLE SCOUT CAN’T COMPETE ON COST PREMIUM INTERNATIONAL
- 48. SPORTSTER COMPETITOR $10K PREMIUM DOMESTIC HIT & MISS STYLE SCOUT CAN’T COMPETE ON COST UNKNOWN TO AUDIENCE PREMIUM INTERNATIONAL
- 49. $10K SPORTSTER COMPETITOR SCOUT PREMIUM DOMESTIC PREMIUM INTERNATIONAL
- 50. $10K SPORTSTER COMPETITOR PREMIUM INTERNATIONAL SCOUT PREMIUM DOMESTIC
- 51. $10K SPORTSTER COMPETITOR PREMIUM INTERNATIONAL SCOUT SPREAD TOO THIN PREMIUM DOMESTIC
- 52. $10K SPORTSTER COMPETITOR PREMIUM INTERNATIONAL SCOUT SPREAD TOO THIN PREMIUM DOMESTIC McDONALDS vs AMERICAN BURGER
- 53. $10K SPORTSTER COMPETITOR SCOUT PREMIUM DOMESTIC PREMIUM INTERNATIONAL
- 54. $10K SPORTSTER COMPETITOR SCOUT PREMIUM DOMESTIC PREMIUM INTERNATIONAL
- 55. $10K SPORTSTER COMPETITOR SCOUT PREMIUM DOMESTIC NICHE OPPORTUNITY PREMIUM INTERNATIONAL
- 56. $10K SPORTSTER COMPETITOR SCOUT PREMIUM DOMESTIC NICHE OPPORTUNITY BRAND BUILDING PREMIUM INTERNATIONAL
- 57. $10K SPORTSTER COMPETITOR SCOUT PREMIUM DOMESTIC NICHE OPPORTUNITY BRAND BUILDING GROSS PROFIT PREMIUM INTERNATIONAL
- 58. RECOMMENDATIONS
- 60. RECOMMENDATIONS 1) PREMIUM DOMESTIC 2) DEALER DEVELOPMENT
- 61. PREMIUM DOMESTIC
- 62. PREMIUM PREMIUM DOMESTIC HERITAGE MARKETING
- 63. PREMIUM PREMIUM DOMESTIC HERITAGE MARKETING $18K - $38K
- 64. PREMIUM PREMIUM DOMESTIC HERITAGE MARKETING $18K - $38K 150 DOMESTIC DEALERS
- 68. DEALER DEVELOPMENT CORPORATE CONSULTING FLAGSHIP 20 ”DEALER VISION” DESIGN