US Harley Davidson Motorcycles Advertising in Japanese Market - Case Study Example

International Advertising: US Harley Davidson Motorcycles Advertised to Japanese Market Total Number of Words: 1,565 Introduction This study will explore the effective ways on advertising Harley Davidson motorcycle in foreign market particularly in Japan. As part of going through the main discussion, the regulatory environment in Japan will be tackled followed by analyzing how advertising in Japan is being practiced. In the process of analyzing how advertising in Japan is being conducted, one or more local publications in Japan will be gathered to allow the researcher to differentiate it with the typical Harley Davidson motorcycle advertisements. After going through the history of Harley Davidson motorcycles in the US, the researcher aims to relate the product with the Japanese market. Eventually, the most effective communication method will be provided together with the rationale behind choosing each method. Prior to conclusion, a theme will be created in order to make the advertising of Harley Davidson motorcycle successful in Japan. Regulatory Environment in Japan The Japanese government has a significant role over the advertising regulation in Japan. Specifically the Fair Trade Commission (FTC) is the national governmental agency that monitors the advertising regulation in Japan. Basically, the main role of FTC is to promote a “fair and free market competition” in the Japanese market (JFTC, 2009a). Strictly enforced by FTC, the basic advertising laws in Japan include the Anti-Monopoly Law and the Premium and Representation Control Law (Cooper-Chen & Kodama, 1991: p. 182; JFTC, 2009b). Basically, the Anti-Monopoly Act (1995) gives the local and foreign advertisers a general framework on how advertisements in Japan are being controlled. Aiming to protect the benefits and welfare of the consumers, this particular advertising law prohibits actions that can be detrimental to market competition (JFTC, 1995). On the other hand, the Premium and Representation Control Law was developed and implemented in order to “prevent exorbitant giveaways and unfair labelling of products as a way of promoting fair competition” (p. 182). Similar to JFTC, Japan Advertising Agencies Association (JAAA) enhances the advertising practices in Japan. Aside from ensuring that the consumers fully understand the local advertisements in Japan (JAAA, 2009b); JAAA is also responsible in ensuring that the standards of advertising in Japan are met by the advertisers. (JAAA, 2009a) In general, advertisements in Japan follow a code of ethics which includes the following: (1) advertisements should use clear communication method to present the truth about a product and service; (2) comply with the law and regulations; (3) advertising should promote dignity, healthy lifestyle, and social order; and (4) emphasize on how consumers could benefit from the product among others (JAAA, 2004). Effective Advertisements in Japan in Relation to Harley Davidson’s Motorcycle Exclusively with the use of cell phones, special websites, magazines, flyers, posters, and even billboards, barcodes which are made of grid of 150 x 150 black and white pixels are commonly used in the Japanese marketing and advertising campaigns (Ads of Japan, 2009a). The use of Japanese barcodes is necessary for the reason that it enables the consumers to easily register and enjoy reasonable discounts for specific products and services they wish to avail. (See Appendix I – Sample of Japanese Barcode on page 8) For example: Unlike the Harley Davidson’s official website, Honda – Japan’s official website has a barcode placed on the lower left of its website (http://www.honda.co.jp/motor-lineup/fusion/) (Honda, 2009). Considering the differences between the environmental and cultural practice in US and Japan, Harley Davidson should develop its own barcode in another website that is exclusively designed to cater the specific needs and wants of the Japanese market. Marketing communication or ‘marcom’ is commonly used to communicate the marketing information of a product to the public. With the purpose of developing brand awareness and create a bigger demand for specific product and services (Percy & Rossiter, 1992), motorcycle companies such as Honda have been utilizing the available marketing communication mix or promotion such as on-line, print or television advertisement, sales promotion, or direct mail as a way of reaching out for its target buyers. (Kotler & Armstrong, 1997: 428; Pride & Ferrell, 1993: p. 485) Aside from the use of special barcodes, Japanese advertisers are found of using the Japanese characters and repetitive advertising posters on walls and public trains and TV commercials (Ads of Japan, 2009b). For some unknown reasons, Japanese have the practice of plastering the same advertising posters in order to fill the entire wall with the same advertisement. With regards to the text used in advertising, it is common for them to use big bold letters together with lively graphics, cartoon characters, and attractive images as a way of capturing the attention of their target audiences. (See Appendix II – Samples of Existing Japanese Advertisements on pages 9 – 10) For many years, Harley Davidson was able to successfully establish a good brand reputation particularly among the US professionals who are motorcycle enthusiasts. In general, the advertising strategy used by Harley Davidson is unique in the sense that the company establish a more direct relationship with its target customers rather than spending much money on expensive traditional advertisements. Although Harley Davidson has tried making use of online news articles, posters and magazine advertisements, the company does not really rely much on TV advertisements. Instead, the company is relying more on developing relationship with its customers by promoting rallies and club get-togethers through “HOG” in order to effectively capture a portion of the US market (Land, 2007). Recommended Effective Communication Method(s) for Harley Davidson Motorcycle in Japan In the case of selling Harley Davidson motorcycles in the Japanese market, Harley Davidson should first consider the cultural differences of the Japanese bikers before deciding on the type of advertisement to use. In US market, the US bikers prefer to participate in long-driving and gathering. However, this may not be the same in the case of the Japanese bikers. Because of the busy life-style of the Japanese professionals, the concept of ‘HOG’ advertisement may not be that effective in Japan in terms of influencing the Japanese to purchase Harley-Davidson’s motorbikes. Translated in bold Japanese characters, Harley Davidson should first invest on posters and billboard advertisements in order to increase the Japanese’s awareness on Harley Davidson’s big bikes. The only time wherein Harley Davidson should consider promoting the concept of ‘HOG’ advertisement in Japan is when the company is able to sell hundreds or thousands of Harley Davidson motorcycles in the country. By gradually introducing and establishing a culture of big bikes in Japan, there is a stronger possibility that Harley Davidson would effectively penetrate the Japanese market. Celebrity endorsers are those people who not only enjoy public recognition but also have the ability to use recognition on behalf of advertising consumer goods. (McCracken, 1989) In relation to the use of celebrity endorsers, several past research studies revealed that the use of celebrities as the promoter of products and services is effective in terms of capturing the attention of the general public. (Choi, Lee, & Kim, 2005; Hsu & McDonald, 2002) Since cross-cultural differences between the Eastern and Western countries is great; it is highly advisable for Harley Davidson Motorcycle to be advertised by one of Japan’s famous local celebrity. Aside from being able to capture the attention of Harley Davidson’s target consumers, the use of celebrity endorsers is also effective in terms of being able to associate the product with the Japanese culture (Choi, Lee, & Kim, 2005). In general, advertisements aim to capture the viewers’ attention and making way to break through the clutter. Since Harley Davidson has been very much focused on capturing the high end consumers, the company should avoid the use of cartoon characters when capturing the attention of its target buyers. The use of cartoon characters is not effective communication tool since the company is dealing with highly reputable and educated individuals. The use of slogans is accepted as an advertising symbol. (Zaichkowsky, 2006: p. 96) Considering that majority of the Japanese made motorcycles are small bikes, the phase “Big Bikes for the Big Boys” can be used in advertising Harley-Davidson motorcycles in Japan. The proposed slogan does not only inform the target audiences that the company is selling big bikes, it also unconsciously builds the impression that big bikes are designed for the big boys. Since most men would want to be a part of a highly reputable group of bikers, there is a higher tendency that bike enthusiasts who could afford to purchase Harley Davidson’s motorcycles would eventually invest in one of the bikes that the company is going to sell. On behalf of Harley Davidson, the proposed advertising communication strategies can be applied in famous motorcycle magazines like the Motorcycle Cruiser Magazine and/or the Vintage Japanese Motorcycle Club magazines among others aside from regularly updating Harley Davidson’s official website for the Japanese market. Conclusion To be able to effectively advertise Harley Davidson motorcycles in Japan, it is essential for the company to get to know the market and cultural influences that makes an advertisement successful. Eventually, the company should consider the use of celebrity endorser to enable the Japanese consumers to be able to relate themselves with Harley Davidson’s big bikes. Advertisements in Japan are normally associated with the use of a barcode. Therefore, the company should also consider establishing one for the Japanese market. Likewise, it is equally important to translate the advertisement messages into bold Japanese characters to ensure that the target consumers would effectively receive and understand the message that the company is trying to deliver. Appendix I – Sample of Japanese Barcode Source: Ads of Japan, 2009a Appendix II – Samples of Existing Japanese Advertisements Source: Ads of Japan, 2009a Source: Allon, 2009 References: Ads of Japan. (2009a, April 19). Retrieved July 28, 2009, from Scan Marketing with “Barcodes”: http://www.adsofjapan.com/ Ads of Japan. (2009b, March 30). Retrieved July 28, 2009, from Repetitive ads go down easier with a spoonful of sugar: http://www.adsofjapan.com/ Allon. (2009). Retrieved July 28, 2009, from Advertising in Japan: http://www.allon.info/japan-advertising.html Choi, S., Lee, W.-N., & Kim, H.-J. (2005). Lessons from the Rich and Famous: A Cross-Cultural Comparison of Celebrity Endorsement in Advertising. Journal of Advertising , 34 (2):85 - 98. Cooper-Chen, A., & Kodama, M. (1991). Mass communication in Japan. 1st Edition. . Wiley-Blackwell. Honda. (2009). Retrieved July 28, 2009, from Fusion: http://www.honda.co.jp/motor-lineup/fusion/ Hsu, C.-K., & McDonald, D. (2002). An Examination on Multiple Celebrity Endorsers in Advertising. Journal of Product & Brand Management , 11(1):19 - 29. JAAA. (2004, May 28). Retrieved July 28, 2009, from The Japan Advertising Agencies Association: http://www.jaaa.ne.jp/english/introduction/5.html JAAA. (2009a). Retrieved July 28, 2009, from Introduction: http://www.jaaa.ne.jp/english/introduction/0.html JAAA. (2009b). Retrieved July 28, 2009, from Helping People Gain a Better Understanding of Advertising: http://www.jaaa.ne.jp/english/activity/3.html JFTC. (1995, October 30). Retrieved July 28, 2009, from GUIDELINES CONCERNING THE ACTIVITIES OF TRADE ASSOCIATIONS UNDER THE ANTIMONOPOLY ACT: http://www.jftc.go.jp/e-page/legislation/ama/tradeassociation.pdf JFTC. (2009a). Retrieved July 28, 2009, from Role of the JFTC: http://www.jftc.go.jp/e-page/aboutjftc/role_index.html JFTC. (2009b). Retrieved July 28, 2009, from Legislation and Guidelines: http://www.jftc.go.jp/e-page/legislation/index.html Kotler, P., & Armstrong, G. (1997). Marketing: An Introduction. Upper Saddle River, New Jersey: Prentice Hall. Land, G. (2007, August 13). Retrieved July 28, 2009, from Cruise Owners Ride HOG Case Back to Trial Court. : http://www.law.com/jsp/article.jsp?id=1186736528719 McCracken, G. (1989). Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research , 16(3):310 - 321. Percy, L., & Rossiter, J. (1992). A Model of Brand Awareness and Brand Attitude Advertising Strategies. Psychology & Marketing , 9(4):263 - 274. Pride, W., & Ferrell, O. (1993). Marketing Concepts and Strategies. 8th Edition. Boston: Houghton Mifflin. Zaichkowsky, J. (2006). The psychology behind trademark infringement and counterfeiting. LEA, Inc. Read More