2. Subculture

3. Subcultures of Consumption

4. a subculture of consumption is a distinctive subgroup of society that self- selects based on a shared commitment to a particular product class, brand, or consumption activity

5. RESEARCH METHODS Non-Participant Observation

6. RESEARCH METHODS Depth Interviews

7. RESEARCH METHODS Ethnography

8. RESEARCH METHODS Survey Research Focus Groups Triangulation

9. Values Core Values

10. Values Core Values Personal Freedom

11. Values Core Values Patriotism and American Heritage

12. Values Core Values Machismo/Bolditude

13. Subculture: Identifiable Social Structure Entry Barriers and Exclusivity Status based on Commitment and Authenticity Opinion Leadership

14. Marketing Implications for Harley- Davidson

15. Close to the Customer

16. Cultivating commitment socialization of new bikers role of events and publications social and financial exit barriers (relationships, side- bets, etc.)

17. Protecting and cultivating brand equity licensing brand extension appropriate symbols and communications maintaining key relationships

18. Long Term Issues How do I become a member? The only way to be a C.O.B.B. member is if you ride a motorcycle, have been down at least once, no matter how minor or serious the injury and get a C.O.B.B. shirt. If you haven't been down yet, COBB bless ya! Your status of Gonnabe C.O.B.B. is almost like that of a prospect. Until the unfortunate time comes when you finally fall, (don't rush, we'll be here), you will be known as a COBBanna boy. http://www.cobbsociety.com/get a C.O.B.B. shirt http://www.cobbsociety.com/

19. Competitor Challenges

20. Barriers to Entry, Homogeneity, and Growth? Gender? Age? Ethnicity?

21. Segments Exist Within The Subculture

22. Maybe not a subculture? The so what factor… The modern American, then, was tied, if only by the thinnest of threads and by the most volatile, switchable loyalties, to thousands of other Americans in nearly everything he ate or drank or drove or read or used. Old-fashioned political and religious communities now became only two among many new, once unimagined fellowships. Americans were increasingly held to others not by a few iron bonds, but by countless gossamer webs knitting together the trivia of their lives (Boorstin, 1974, p. 148).

23. Growing the Market New Markets? New customers? New products? Brand Missionaries