The focus on the positioning will still be on customers who love touring, both in Europe and North America. The products are differentiated on the basis of their comfort and styling, and this will be reflected in the marketing.

Lifestyle marketing is a key component of the strategy for the marketing of Victory Motorcycles. The strategy will include marketing extensively online and in travel and bike related publications. Victory bikes are also marketed through word-of-mouth, including in Victory owners clubs. The tactic of this campaign will be to increase the brand association with touring and luxury riding. For instance, an increase in visuals and associations with other elements of touring pleasure will be fostered, beyond the riding experience.

The marketing mix will primarily be focused on print and online media, as the product is niche and the marketing should be focused directly at Victory's core consumers. Word of mouth promotion...
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