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Battle Royale: Harley vs. Triumph
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Author(s): Potnuru Rama Krishna Gupta (GITAM School of Business, GITAM University (Deemed), India), Sunil Kumar (GITAM School of Business, GITAM University (Deemed), India)and Surendar Gade (NMIMS University, India)
Copyright: 2023
Pages: 13
Source title:
Cases on the Resurgence of Emerging Businesses
Source Author(s)/Editor(s): Shefali Saluja (Chitkara Business School, Chitkara University, India), Dhiresh Kulshrestha (Chitkara Business School, Chitkara University, India)and Sandhir Sharma (Chitkara Business School, Chitkara University, India)
DOI: 10.4018/978-1-6684-8488-3.ch007
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Abstract
The case narrates a comparative study of Battle Royale: Harley-Davidson v/s Triumph. It is of their product launch and marketing strategies used by Harley-Davidson and Triumph, two leading brands in the Indian premium motorcycle segment. For the purpose of this study, data were gathered from both primary and secondary sources. This study used secondary sources dominantly for extracting related information of Harley-Davidson and Triumph brands. Secondary sources include company reports, their promotional events, social media, news reports, etc. The author of the case also interacted with users of these two brands. Feedback from these brand users was discussed in the case explicitly. This case was discussed with UG and PG students in a classroom. It helped them to understand branding strategies of these two brands specifically.
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