Harley-Davidson, Inc. Advertising Spend - REDBOOKS

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  ADVERTISER Q3 2017 Q2 2017 Q1 2017 CY 2016 CY 2015 CY 2014 CY 2013 Y/Y GROWTH    

GRAPH

"Advertisers" as defined by Kantar Media -- U.S. Media Spend only, measured by Kantar Media.
May differ from REDBOOKS Ad Spend numbers due to spending for International, Sponsorships, Endorsements, Mobile, Franchisees, Licensees, etc.

(Close)
  ADVERTISER Q3 2017 Q2 2017 Q1 2017 Q4 2016 Q3 2016 Q2 2016 Q1 2016 Q4 2015  

GRAPH

"Advertisers" as defined by Kantar Media -- U.S. Media Spend only, measured by Kantar Media.
May differ from REDBOOKS Ad Spend numbers due to spending for International, Sponsorships, Endorsements, Mobile, Franchisees, Licensees, etc.

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This profile last updated 2/16/18.  We aim for 100% accurate and complete information - please contact us if you see any discrepancies or need more info.

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OPPORTUNITIES

BUSINESS SUMMARY

Harley-Davidson manufactures heavyweight custom, cruiser and touring motorcycles and offers a complete line of motorcycle parts, accessories, riding gear & apparel, and general merchandise.

Note: Business Summary has been adapted from the Company's website.

Address: 3700 W Juneau Ave, Milwaukee, WI 53208
Tel: (414) 342-4680
Fax: (414) 343-8230
Website: www.harley-davidson.com
General Email: media@harley-davidson.com

EMAIL PROFILE

mail

STATISTICS

FOUNDED

1903

EMPLOYEE COUNT

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ANNUAL SALES

$5,996,458,000

TOTAL ANNUAL AD SPEND ?

REDBOOKS Total Ad Spend numbers may differ from the Kantar Media numbers below due to added spending by Franchisees, Licensees, etc.; may also include International, Sponsorships, Endorsements and Mobile spending.

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FINANCIALS

Note: All Figures in Millions, for the month ended December.

  FINANCIAL STATEMENT SUMMARY 2016 2015 2014 2016 CHANGE 2015 CHANGE  
Revenue $5,996 $5,995 $6,228 0% -3%
Gross Profit $2,266 $2,375 $2,440 -4% -2%
Operating Income $1,048 $1,155 $1,280 -9% -9%
Net Income $692 $752 $844 -7% -10%
Gross Margin 37% 39% 39%
Operating Income Margin 17% 19% 20%
Net Income Margin 11% 12% 13%
Cash and Cash Equivalents $812 $810 $1,005
Total Debt $6,807 $6,872 $5,504
Total Assets $9,890 $9,972 $9,528
Total Liabilitites $7,970 $8,133 $6,618
Stakeholder's Equity $1,920 $1,839 $2,909

Dupont Analysis

Return on Equity = Profit Margin x Asset Turnover x Equity Multiplier
36% = 11.5% x 0.6 x x 5.2 x

CORPORATE FAMILY [0]

COMPETITORS [11]

BRANDS OWNED [44]

INDUSTRY CODES

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KEY CONTACTS [65]

Tel: (414) 342-4680

NAME/EMAIL TITLE BRANDS MORE INFO

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Co-Founder

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Chairman

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President & CEO

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CFO & SVP

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CIO & VP

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Chief Legal Officer & VP, Strategy & Sustainability

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Chief Human Resources Officer

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Treasurer & VP

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VP & Managing Director, Sales Markets, International

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Managing Director, Canada

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Managing Director, China

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VP, Communications

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VP, Marketing & Brand, Global

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Head, Facility & Vehicle Management

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Head, Market Analytics

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Head, Entertainment & Partnerships, Global

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Head, Customer Relationship Management, Global

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Head, Marketing, Parts & Accessories

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Head, Learning, Diversity & Inclusion, Global

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Head, Creative Services & Project

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General Manager, Outreach Customer Marketing

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Creative Director

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Brand Director, Americas Region

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Director, Consumer & Market Insights

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Director, Brand Marketing, Global

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Director, Investor Relations

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Director, Motorcycle Product Planning

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Director, Organizational Development

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Director, Strategy

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Director, Channel Marketing, Global

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Director, Global Customer Relationship Management & E-Commerce

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Director, Communications Integration & Corporate Reputation

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Operating Manager, Global HOG

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Project Manager, Creative Services

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Brand Manager, Global

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Project Manager, Digital Communications

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Project Manager, Events Team, US

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Project Manager, Direct Mail & Email Marketing

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Program Manager, Learning & Development

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Communications Manager, Organization & Leadership Communications

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Senior Product Manager, Motorcycle Platform Marketing

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Program Manager, Product Development

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Manager, Mobile Growth

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Manager, Marketing Programs, Riding Academy

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Manager, Creative Services

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Manager, Publicity Systems

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Manager, Supplier Diversity

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Manager, Digital Marketing, Global

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Manager, Customer Marketing

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Manager, Consumer Marketing

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Manager, Communications Strategy, Harley, Davidson Motor Company

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Manager, Technical Training

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Manager, Marketing Field

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Manager, Marketing Field

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Specialist, Digital Asset Management, Harley, Davidson Motor Company

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Graphic Designer

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Senior Graphic Designer

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Analyst, Technical

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Analyst, E-Commerce

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Assistant Creative Director

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Senior Counsel, Compliance, Insurance & Marketing

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Senior Coordinator, Event Operations

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Project Head, Harley, Davidson Motor Company

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AGENCY RELATIONSHIPS [15]

  AGENCY LOCATION EMPLOYEES  

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New York, NY

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United Kingdom

ANNUAL MEASURED U.S. MEDIA SPEND

Powered By
GOOGLE INC - MEDIA SPEND BY CATEGORY*

Display:

  CATEGORY Q4 2015 Q3 2015 Q2 2015 Q1 2015 CY 2015 CY 2014 CY 2013 %GROWTH  
Network TV $125,162,000 $5,144,800 $32,509,500 $38,488,600 $201,304,900 $237,009,400 $208,285,300 -15.0%
Cable TV 31,747,502 2,653,348 5,396,543 8,076,710 47,874,103 56,738,120 59,411,706 -15.5%
US Online Video 9,858,378 138,789 1,036,768 125,418 11,159,353 - - N/A
Magazines 9,072,468 6,553,927 3,798,420 3,264,050 22,688,865 36,310,572 23,179,668 -37.4%
Outdoor 8,577,374 4,756,991 4,791,979 5,044,634 23,170,978 22,317,935 6,204,500 3.8%
US Internet - Display 7,414,964 2,921,357 12,193,304 10,865,774 33,395,399 86,482,041 76,847,282 -61.3%
Syndication 3,449,700 600 617 0 3,450,917 1,199,800 549,400 187.6%
Spot TV 2,685,887 19,516 80,637 1,299,218 4,085,258 15,769,435 2,491,675 -74.0%
Natl Spot Radio 1,821,313 685,978 150,485 331,794 2,989,570 1,679,371 943,685 78.0%
Natl Newspapers 1,248,582 243,390 247,050 226,005 1,965,027 2,668,104 23,880 -26.3%
Total Advertising Spend ?
Does NOT include: International, Sponsorships, Endorsements, Mobile, spending by Franchisees or Licensees, etc.
$202,828,400 $23,205,381 $60,538,954 $68,754,029 $355,326,764 $469,080,155 $382,080,829 -24.2%
 

MEDIA SPEND BY CATEGORY - GRAPH

GOOGLE INC - MEDIA SPEND BY ADVERTISER*

Display:

  ADVERTISER 2015 2014 %Of Total Spend  
Google Admob Advertising Service $140 $0 <1%
Androidify 844,608 0 99%
Google Shopping Express 1,015,508 0 <1%
Total Advertising Spend ?
Does NOT include: International, Sponsorships, Endorsements, Mobile, spending by Franchisees or Licensees, etc.
$355,326,764 $469,080,155 100%

MEDIA SPEND BY ADVERTISER - GRAPH

"Advertisers" as defined by Kantar Media -- U.S. Media Spend only, measured by Kantar Media.
May differ from REDBOOKS Ad Spend numbers due to spending for International, Sponsorships, Endorsements, Mobile, Franchisees, Licensees, etc.

MEDIA USAGE - UNMEASURED

COMPANY NEWS

February 21, 2018

Matthew S. Levatich President & CEO

HARLEY DAVIDSON INC filed a 10-K Annual report

Harley-Davidson, Inc. (NYSE:HOG) fourth quarter 2017 diluted EPS decreased to $0.05 from $0.27 in the fourth quarter of 2016. Fourth quarter 2017 net income was $8.3 million on consolidated revenue of $1.23 billion versus net income of $47.2 million...

February 20, 2018

Matthew S. Levatich President & CEO

3 Stocks to Watch on Tuesday: Harley-Davidson Inc (HOG), J M Smucker Co (SJM) and Yum! Brands, Inc. (YUM)

The U.S. economy has been on a high recently as the National Federation of Independent Business hit a 40-year high last month, unemployment insurance claims reached a 40-year low and a Quinnipiac poll noted that 70% of Americans consider the current...

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Sandra Rojas - VP, Marketing

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