Royal Enfield Final

BRAND AWARENESS TOWORDS ROYAL ENFIELD
CHAPTER 1
GENERAL INTRODUCTION
Introduction to marketing:
Marketing consists of all activities by which a company adapts itself to its

environment creativity and profitably. It is the whole business seen from the point
of view of its final result that is from customers point of view. Basically businesss
job is to convert societal needs into profitable opportunities. Marketing is an
attempt to anticipate satisfies the needs, wants and demands of the consumers
or the society.
Philip Kotler has said Marketing is determining the needs and wants of
target markets and delivering the desired satisfaction more effectively and
efficiently than competitors. Thus goes to show that consumer is the key to the
success to any companys marketing services.
Evolution of marketing:
The development of marketing concept is evolutionary. The evolution of

marketing is one of the oldest professions of the world.
Marketing is both philosophy and a technology. As a philosophy, it guides
and directs the business thinking i.e. whether to produce or not to produce. As a
technology it is concerned with deciding what should be produced, how and
when products could be most efficiently distributed among the customer. Hence
we can say that producers have to face the changing conditions caused by
human behavior. The entire history at development accounts for the changes
caused by change in human behavior and it with the marketing concepts is due
to change in human behavior.
NEW HORIZON COLLEGE 1

Distinction between Market & Marketing:
Market is an arrangement providing an opportunity to exchange goods. In

the market forces of demanded supply operate directly by means of
communication and fix prices. Where as marketing is sum totals of all those
activities that is related to free flow of goods from the points of production to
consumption. Physical movements of goods are the hallmark of marketing. That
is once the price fixation is done, the journey is to start from seller and end at
buyers.
Under the marketing concept the different heads and concepts studies are:
1. Production concept
2. Societal concept
3. Product concept
4. Selling concept
5. Need wants and demands.
The marketing concept is a business philosophy that challenges the previous

concepts. It meets the needs profitably and helps in finding the wants to fulfill
them.
1) Societal marketing concept holds that the organizations task is to determine

needs wants and interest of targets markets and to deliver the desired
satisfaction more effectively than competitors in a way that preserves enhances
all the consumers and societys well being.
2) Production concept says that consumers will favour those products that are
widely available and low cost. Managers of production oriented organization
concentrate on achieving high production efficiently and wide distribution
coverage.

3) Production concept holds that consumers will favour those products that
offer the most good quality, performance or innovative features.
4) Selling concepts holds that consumers, if left alone, will ordinarily not buy
enough of the organizations products. The organization must therefore
undertake an aggressive selling and promotion effort.
5) Wants and demand concepts say that a human need is a state of felt
deprivation of some basic satisfaction? Wants are desired for specific satisfies of
these needs. Demands are wants for specific products that are backed by an
ability and willingness to buy them.
Marketing is a social and managerial process by which individuals and groups
obtain what they need and want through creating, offering and exchanging
products of value with others. Hence the important of marketing arises.
Here different Heads studies are:
1. Analyzing Market opportunities.

2. Researching and selecting target Markets and positioning the offer.
3. Planning Market Demand
4. Current marketing situation.
A firm due to constraints on resources cannot exploit all marketing

opportunities existing in marketing environment. As opportunities should have to
be diagnosed and evaluated to choose only accessible and feasible Marketing
opportunities.
A product should be designed to cater to requirements of specific market
segments known as target markets. It is required to conduct research to identify
the target market segments, which can be chosen by the firm.
Since marketing is consumer oriented it is necessary to assess the market

demand for a product so as to manufacture required quantity and supply at right
time.
All marketing activities should be organized and implemented keeping in mind
the current marketing situations, which can be determined by analyzing the entire
environment factor affecting process of marketing.
Marketing function is defined as an act operation or services by which original
product and the final consumer are linked together.
The concepts studied are:
1. Macro Environment
2. Buying functions
3. Methods of Buying
4. Estimating current demands:
Total Market potential
Area market potential
5. Marketing Mix
6. Segment of Market.
1) The macro environment of marketing consists of
a) Demography
b) Economy
c) Social and cultural
d) Political and legal
e) Technological

(a) The demographic environment of marketing studies is a scientific study of

human beings, populations and distribution. Quantitative elements such as age,
sex, education, occupation, income, etc are also studied here.
(b) The people constitute only one element of a market. The second essential
element of a market is purchasing power and willingness to spend by people.
Then only comes the effective demand. That is why the economic conditions play
a significant role in marketing.
(c) Social and cultural forces usually influence the welfare of a business concern
in the long run. The society is ever changing. New demands are oriented and old
ones are lost in due course. Hence marketing management is called upon to
mark necessary adjustments in marketing plans in order to fulfill new social
demands.
(d) Political and legal forces are important in marketing services, activities and
operation of business enterprise. Marketing systems are affected by
governments Monetary and fiscal policies, import export duties and policies and
customs duties, anti-pollution lawn etc.
(e) Consumer purchases and the manner in which they are consumed reflect a
societys life style. Technological forces help to shape changes in the style of
living of consumers. Marketing management with help of technology can create
and deliver standards, and style of life. It has the responsibility of relating,
changing life style patterns, values and changing technology to marketing
opportunity for profitable sales to particular market segments.

2) Buying is procurement of goods or services for eventual resale to the

consumers or industrial users.
Different functions are:

(a) Planning purchase of goods
(b) Contractual function
(c) Assembling
(d) Negotiation
(e) Contractual
a) Planning purchases of goods implies planning of purchases for the

organization or consumers.
b) Contractual function is concerned with searching for and determining the

sources of supply and establishing and maintaining contacts with them.
Establishment of relationship is with view to earn name and fame.
c) Assembling nears bringing together to collecting a large amount of similar

goods a many producers for resale in a single region. Assembling and buying are
not one and the same. Assembling brings together goods of same type from
different source where as buying involves purchase of variety of product.
d) Getting together of business buyers and suppliers with a view to discuss the
contents of contracts as the price, payments, quality can be said as negotiation.
e) Actual entering into contract to buy is end of buying function. The provisions
of sale of goods Act with which we operate the business to protect the will and

interest of parties of business. It binds both parties to that aggrieved party to get
justice for breach of contract by other.
3) Methods of buying:
Buying is the basic marketing activities. Good buying can be defined as buying
and right price. There are different methods of buying namely.
a) Concentrated buying: If purchases are confined to a very few sources of

supply, it is concentrated buying.
b) Diversified buying: When a buyer decides to buy good required from a large
number of suppliers it is know as diversified buying.
c) Reciprocal buying: The main idea of this is that the purchases are mutual
i.e. You buy our products, and then we buy your products.
4) MARKET POTENTIAL
Current and future market demands are determined by analyzing the entire
environmental factor affecting marketing process. The two way of estimating
demand are:
Total market potential: It is demand that exists for a product in all areas put
together. The demand may be for a product in all areas put together. The
demand may be for a product or service & the area may be for a state, country
and continent or may be the whole world itself.
Area Market potential: It is demand that exists for a particular product or service
in it particular area of market. Say Jayanagar in Bangalore or Sanjaynagar in
Bangalore etc.

5) In market planning we use marketing information to assess the situation. We

have to select specific marketing targets in form of market segments. For each
segment or diversion of the market formulate a combination of number of devices
or types of marketing activities that are coordinated into a single marketing
program to reach a particular target or market segment. The combination of
these is marketing mix. The basic marketing mix is blending of four inputs, which
form core of marketing system. They are:
a) Product mix: It is the thing possessing utility. It has four main components
namely product range, after sales service, brand and package.
b) Price mix: Price is the valuation placed upon the products by offered. It has to
cover pricing, discounts, allowance and terms of credit. It manly deals with price
competition.
c) Distribution mix: Distribution is the delivery of product and right to consume it.
It includes channels of distribution, transportation, and ware housing and
inventory control.
d) Promotion mix: Promotion is the persuasive communication about the product

by offer to the prospect. It covers advertising, personal selling, sales promotion,
publicity, public relations, and exhibition of demonstrations used in promotion.
Largely it deals with non-price competition.
Market consists of buyers & buyers differ in one or more respect. They may differ
in their wants, purchasing power, geographical location, buying attitudes &
practices. This varied complex is main cause of market segmentation. Hence it is

a method of achieving maximum market response from limited marketing

resources.
6). The different segmentation is:
Geographic Segmentation: Geographic location is usual & popular basis for

market segmentation. Further distinction as rural & urban markets, city &
suburban markets etc also form geographic segmentation
Demographic Segmentation: Demography is study of population.

Demographically characters such as sex, age, marital status, number & age of
children, place of residence, mobility, income, education, occupation, family life
cycle, social class, culture etc., make the base of demographic sub culture.
Psychographics Segmentation: Here buyers are divided into different groups

on the basis of social class, life style & for personality characteristics. People with
in same demographic group can exhibit very different psychographics profiles.

BRAND:
Product is the starting point of all marketing activities. Unless the policies
regarding the product are decided and the exact nature of the product are
decided not much can happen in marketing. One of them is BRANDING.
The word brand is a comprehensive term, which includes names, designs

and symbols. A brand is defined as a name, term, symbol, a design, or a
combination of them, which is intended to identify the goods of one seller or
group of sellers and to differentiate them from there of competitors.
Every manufacturer or seller feels the need of identifying his goods with
some definite symbol, mark, or slogan so that his goods catch the attention of the
consumers. Also, a manufacturer or a seller wants to establish certain definite
image in the mind of the public about the quality, durability, shape, fashion and
colour of his product.
Brand awareness has to be created in order to create an image in the minds

of the buyer. When a buyer purchases a product, he not only buys the product as
such but a particular brand of the product, this is because there is an image in
the mind of the buyer that a particular brand satisfies his need. Consequently,
creating brand awareness exceeds the customer and the sales of this brand than
those of the competing brands, which have not created such distinct image.
Hence branding is used invariably as a method of modern mass selling.
Meaning:
A brand is symbol, a mark, a name that acts as a means of communications

which brings about an identity of a given product. A brand in short is an identifier
of the seller or the maker. A brand name consists of words, letter or numbers that
can be vocalized. Brand mark is the visual representation of the brand like a

symbol, design, distinctive coloring or lettering. Brand creates a bond between

the customer and a product.
Definition:
According to American marketing association A Brand is defined as a

name, item, sign, symbol or special design or some combination of these
elements that is intended to identify the goods or services of one seller or a
group of sellers. A brand differentiates these products from those of competitors.
In the word of Philip Kotler A brand is a name, term, sign, symbol or

design or combination of them. Intended to identify the goods or services of one
seller or group of sellers and to differentiate them from those of competitors.
Role of Branding:
In todays world brand names come to create identity to distinguish one

product from another. The following points to pin down its precise role.
Brand is a massive asset: Brand is an intangible asset, because it is impossible

to duplicate brand name.
Brand is promotional tool: The product differentiation is done by a brand through
sales promotion.
Brand is a weapon to protect market: A consumer has tried and liked a product;
the brand enables him to identity the product and repeats the purchase.
Brand is antidote for middle mens survival: The class of middle man always
tends to go for a successful brand.
Brand is a means of identification of consumers: brand is the easiest way of
identifying product or services by customers.

A brand can convey the consumers through six levels as shown below:
Brand Conveying the

Consumer
Attributes
Benefits
Values
Culture
Personality
User
Attributes: A brand first brings to mind certain attributes for a particular product.
Benefits: Consumers are buying benefits of the product with brand.
Values: The brand tells about values which says same thing about the product
values.
Culture: The brand represents a different culture.

Personality: A brand project a personality which can be person, animal or object.
User: The brand suggests its own target audience to use the product.
Types of Brand:
Brand
Manufacturer National Private Single Multiple Family

brand Brand Brand Brand Brands Brand
Brand Awareness of a Product:
Aware a brand, when its presence is registered in the mind of consumers.

The levels of awareness can range from mere recognition to recall to top of mind
to dominant. The company is spending money to keep brand in consumers
memory.
Strong brand awareness means easy acceptance of new products. Brand

with strong awareness can brought and sold to create brand name with enduring
strength.
An organization can put its customer awareness, identify and develop it

further to build strong brand. It is enhanced by creating a brand loyalty and
establishing brand identity of a product.
Brand awareness is asset which brand managers create and enhance to

build brand equity. It is related to the nature and features of product. It leads to
brand strength which is constituted by measuring the variable like leadership,
stability, Market, geographic, trend, support and protection etc

Creating brand awareness with the use of advertising, promotion, and event
management etc a different brand has different kind of awareness which
retains recognition.
Brand awareness satisfies a need of the consumer. A consumer as aims,

ambitions, motivation drives and desire. Consumer feels more powerful when he
uses the brand. Satisfactions or preference for a brand shows how loyal the
consumer is likely to be brand. Now a days consumers are experience with
brand awareness for different product, where the consumers expectations levels
are increased towards brand, product etc
INTRODUCTION TO BRAND AWARENESS
With the opening of the market or the post liberalization period has resulted in
many companies entering the markets with offerings of their goods and services.
In the earlier stages of economic revolution consumer had to accept what the
manufacturer has produced. But todays consumers are much more educated,
demanding, expect lot more to suit their ever changing life styles. There by their
quality expectations have been elevated from time to time in order to rebuild it-
self around its customer.
The manufacturer should be able to satisfy, with the type of product and services
to match the ever-changing customer requirements.
In developing a marketing strategy for products, the sellers have to confront

the branding decision. Brand is a major issue in product. Customers have strong
preference for particular versions and brands of basic goods and services. The
manufacturers eventually learn that market power lies with the brand name
companies. Consumers buying decisions are influenced by the brand.
In the competitive world, the Brand plays an important role and a brand is
very prominent asset owned by an organization. Brand is endowed with
awareness, perceived quality, associations and brand loyalty. Brand is presented
as creative idea. A brand is a promise of the seller to deliver a specific set of

benefits or attributes or services to the buyers. Brand represents a level of

quality.
Brand Equity:
Brands vary in the amount of power and value they have in the market place.
Some brands are largely unknown to most buyers. Other brands have a high
degree of consumer brand awareness. Still others enjoy brands preference
buyers select them over the other. Finally, some brands command a high degree
of brand of brand loyalty. A powerful brand has high brand equity. Brand have
high brand equity to the extent that they have higher brand loyalty, names
awareness perceived quality, strong, brand association and other assets such a
patents trademarks, and channel relationships. A brand with strong brand equity
is valuable asset. In fact, it can even be brought or sold for a price.
Measuring the actual equity of a brand name is difficult. Because it is so hard

measure companies usually of a brand name is difficult. Because it is so hard
measure companies usually do no list brand equity on their balance sheets. Still,
they pay handsomely for it. For e.g. Nestle paid $4.5 billions to buy Row tree, five
times its book value. According to one estimate, the brand equity of Coca-Cola,
are $36 billions, Marlboro $33 billion, and Kodak $10 billion.
The worlds top brand includes such super powers as Coca-Cola, Disney,
Kodak, Sony; Mercedes Benz high brand equity provided a company with many
competitive advantages. Because a powerful brand enjoys a high level of
consumer brand awareness and loyalty, the company will incur lower marketing
costs relative to revenues. Because consumer expect stores to carry he brand,
the company has more leverage bargaining in beginning with resellers and

become he brand name carries high creditability, the company can more easily
launch brand extensions. Above all, a powerful brand offers the company some
defense against price competition.
Marketers need to manage their brands carefully in order to preserve brand

equity and usefulness, and positive brand associations over time. This requires
continuous R & D investment, skillful advertising and excellent trade and
consumer service.
Some companies such as Colgate-Palmolive have appointed brand equity

managers to guard their brand image, associations and equity. They work to
prevent brand managers from over promoting brands in order to produce short-
term profits as the expenses of long-term brand equity.
Some analysts see brand as the major enduring assets of a company. Outlasting
specific products and facilities. Yet behind every powerful brand stands set of
loyal customer therefore, the basic assets underlying brand equity is customer
equity.This suggests the marketing strategy should focus on extending loyal
customer lifetime ale, with brand management serving as a major marketing tool.
ABOUT INDUSTRY:
BRIEF HISTORY OF THE TWO WHEELERS IN INDIA:
India is the third largest producer of Two-Wheelers after Japan and China,
and the second largest consumer after China, despite the poor road
infrastructure and the meagre purchasing power, the two wheeler industry in
India has enjoyed a wider appeal with the masses as a means of private
transportation.

Two-wheelers are usually classified in 3 types Scooters, Motorcycle and Mopeds.

A look at the Post Independence era that the Two-wheeler industry has
witnessed three distinct phases of growth.
Phase l (1947 to 1984): - The Indian Two-Wheeler structure was quite

monopolistic during the first 37 years since independence when volumes grew at
a slow pace. Bajaj auto had an undisputed leadership oven the market, which
was a major player in the industry consumer, had to literally wait for years before
acquiring a Bajaj vehicle. The industry registered a compounded growth rate of
12% during the seventies.
Phase ll (1984 to 1994): - The second phase began in the mid eighties
when the scooter was partially deregulated. This phase saw Japanese
companies typing up with domestic players and newer models were introduced in
specific segments. Even through the demand was apparently strong for scooter,
most of the Japanese ventures like Kawasaki Bajaj, Hero Honda, TVS Suzuki
opted to produce motor cycle except for Kinetic Honda which chooses to
manufacture scooter.
The annual growth rate for the two-wheeler industry during the phase stood
at 16.40% this phase extended till the early nineties and there was a succession
during the last part of this phase i.e. 1992-1993. The production of scooter fell by
a step 16% in 1992-92.and by 8% the following years.
Phase lll (1994 to ): - This phase began in 1994 when sales started
accelerating. The market saw a step increase in the demand. In 1995, the
industry produced about one million scooters, 6 lakhs motorcycle and 5 lakhs
mopeds. The motorcycle segments sales grew by 27.80% from April 1995 to
December 1995. During the same period, scooter sales grew by 17.26% and
mopeds by 20.70%. Almost all companies are going in for capacity expansion.

FUTURE OF THE TWO-WHEELER:
Gearing up for new millennium: - The motorcycle industry is growing very fast
in India. It is emerging as a big motorcycle market The reasons for this are:
Affordability
Easy finance scheme
Life style
Value for money
New technology
Both the two-stroke and four-stroke motorcycle will be well equipped to combust
pollution by 2000AD. By the Euro norms, pollution control will become very
stringent and only those manufacturers will survive, who have very strong R & D
for quality control. All vehicles will have to meet these norms. This is very
important for the motorcycle industry.
These days, motorcycles are not just for the Indian market. Indian bikes are
now being manufactured by keeping in mind both international standard and the
world market. Motorcycles today have become a vehicle for the middle class and
upper middle class. Quality will sell and good product will run, come, what may.
Gone are the days when we could expect a customer to walk in. Today the trust
is on the concept of selling the vehicle, which includes marketing, advertising and
after sales service. The Euro ll norms will have to be followed strictly. In order to
meet the Y2K pollution norms (Euro-ll) all the other motorcycle manufactures
have to adopt either

Four-stroke technology on catalytic converter fitted in their existing two-stroke

motorcycle. As per the government regulation, Euro-ll norms have to be
implemented by every two-wheeler manufactures from March 31, 2000. And
whichever company is able to get through the chaos will exchange winner.
Today, India in merging as the second largest two-wheeler market in the world.
The annual sales demand is likely to touch 3.70 million by 2000A.D. Market
potential: Is the limit approached by market demand as industry marketing
expenditures approach infinity, for a given environment.
Market growth rate:

It is the rate of growth of the two-wheelers in the market with to its previous year
sales with that of the present years sales. Market growth rate of two-wheelers in
India is 88.24%.
Market share of Two-Wheeler Companies:

The companies overall market shares in its sales expressed as a parentage of
total market sales. The market as a whole consists of Two-Wheelers and Four-
Wheelers, which are used by the consumers probably for personal use for their
transportation and time management. Market share occupied by the two-wheeler
sector in India is 77.10%.
Various players in the industry:

ROYAL ENFIELD
HERO MOTOCORP
BAJAJ
TVS
YAMAHA

SUZUKI
HONDA
Brief history of various players of industry:
ROYAL ENFIELD:
The concept of Royal Enfield bikes in India began with the Indian army
placed an order for these motor cycles. Since the UK factory was unable to meet
the demand, Madras motors in India took up the responsibility to assemble them.
Royal Enfield India made its debut in 1949 with the launch of the 350cc bullet.
Royal Enfield bikes were marketed by Madras motors. On rising demands for
rising indigenous bikes, the manufacturing of Royal Enfield bikes parts began at
Madras motors
SCOOTERS:
Bajaj Auto Ltd.: It is the second largest manufacturers of scooter in the world.
Bajaj auto started in collaboration with PIAGGIO in 1960 till they parted ways in
1971. But the Bajaj scooter still retains the original Italian design. In the two-
wheeler segment there has been very title change in the technology and so the
technology gap is smaller.

MOTOR CYCLES:
Hero MotoCorp Ltd.: The Company was promoted by Hero cycles (p) Ltd. In
1984, in collaboration with Honda company, Japan. This was the second
Japanese 100cc mobile to enter the Indian market, the first being TVS-SUZUKI,
Hero MotoCorp (formerly Hero Honda Motors Ltd.) introduced Hero Honda CD-
100, which was the first four-stroke motor cycle to be introduce in India in the
100cc range.
TVS MOTORS LTD.: TVS Motor Company is the third largest two-wheeler
manufacturer in India and one among the top ten in the world, with annual
turnover of more than USD 1 billion in 2008-2009, and is the flagship company

TVS Motor currently manufactures a wide range of two-wheelers from mopeds to

racing inspired motorcycles.
CHAPTER 2
RESEARCH DESIGN
BRAND AWARENESS TOWARDS ROYAL ENFIELD IN

BANAGALORE CITY
a) Statement of problem:
The research problem selected for the analysis is entitled Brand

Awareness for ROYAL ENFIELD in Bangalore city this topic is selected
because ROYAL ENFIELD is one of the largest selling two wheelers in India and
to know the strength and weakness of this two wheelers. The study has been
conducted.
b) Scope of the project:

1. Finding out the strength and weakness attributed to ROYAL ENFIELD,

where it can correct its faulty facts.
2. Finding the number of future purchases.
3. Finding the market potential and awareness of this vehicle
4. Finding the position of the vehicle among the competitors
5. Finding the perception of consumers about the vehicle.
c) Objective of the study:
1. To determine the awareness level of the consumer about different brands of

two wheelers. (Includes both user and non-users)
2. To determine the consumer perception regarding different attributes of two
wheelers.
3. To study consumer perception regarding ROYAL ENFIELD in particular and
to know the most satisfactory attributes of ROYAL ENFIELD (includes both
user and non-users)
4. To know the reasons and intentions behind purchasing or not purchasing
ROYAL ENFIELD (includes both users and non-users)
5. Other suggestions based on the finding for the improvement.
METHODOLOGY OF STUDY:
I. Sampling Design

A part of population is known as a sample and drawing a sample from

larger population is called sampling.
A good sample should be representative, accurate and precision sampling can
be categorized into two generic types:
a) Probability sampling
b) Non probability sampling
Sample procedure for the project work
The sampling method used is convenience sampling, a category of non-

probability sampling since the respondents were chosen by me and were not
provided by the company. The area of sampling is in Bangalore City.
Sample size for project work
It is impossible to collect the response from the total population due to limitation
of time. The total sample size taken for survey is 50 respondents.
II Method of data collection
Data collection tool is to collect the primary data, the, data collected
specifically for the study is not published anywhere is collected through
Questionnaire and direct interview. It is used to collect data about the general
perception of two wheelers, user perception of royal enfield and its other
competitors.
Secondary data was collected from various sources like reference books on
marketing, consumer behavior, business and automobiles magazines and
Internet.
Data for project work was collected from primary and secondary source data.

III Designing for Questionnaire:
The designing of questionnaire needs precision and classifies of the subject. So

that respondent easily understands the questions and will reply the answers
sincerely and correctly. The concept of sealing is used to know the satisfactory
level for the Royal Enfield with users.
IV Field works for project:
The fieldwork for the project was carried on for one month in Bangalore
City. The fieldwork schedule contained structured set of questions to be
answered by respondents to suit the objectives of the project.
The respondents were contacted at place like colleges, offices, residences, and
service station and in ROYAL ENFIELD showroom. The respondents interaction
was for a time period 5-15 minutes.
V Analysis of the data:
The data for analysis of project was collected from both the primary and
secondary source.
The data thus collected during the interaction with respondents were organized,
processed and edited before tabulating and drawing the inference from them.
The data so got was analyzed using statistical methods and techniques like

tables, percentages, averages etc and interpret them properly and came to
conclusions, Graphical representation of data was done.
VI Research instruments
Research instruments or tools are used in the process in order to find out
respondents perception towards royal enfield and two wheelers. Research
instruments are also used for gathering necessary data for the subject.
The instruments used in the research are:
Questionnaires
Direct interview.
VII Limitation of the project:
1. Project work and study is confined to Bangalore City only.

2. The data was collected only from 50 respondents. Their feeling and views are
portrayed in a statistical and graphical manner. This it can be a limitation.
3. The overall sample size is 50. Hence this is not to be a truly representative.
4. Due to time constraints I wasnt able to spend much for detailed investigation.
5. Many of the respondents neglected to answer some questions and the
information provided by them are very less and vague.
6. The respondents may not have provided the exact details

CHAPTER - 3
COMPANY PROFILE
Company:
Classic Bikes with power for leisure riding is what a Royal Enfield bike stands
for, and R---segment of the market in India by leaps and bounds. Its exquisite
range of Motorcycles Company with power, riding comfort and ruggedness to
deliver a unique motorcycling experience
The Beginning:
Royal Enfield India was set up in 1955 when it started receiving 350 cc bikes
in kits from then in Chennai, India. But eventually the entire bike was
manufactured in India and a company started manufacturing the 500 cc Bullet.

By its sheer power, unmatched stability, and rugged good looks, the bullet
dominated and continues to dominate the Indian roads. Its every motorcyclist in
India with even the Indian Army and Police endorsing the Bike.
The Essco Chapter:
In 1990, Royal Enfield entered into a strategic alliance with the Essco group,
and later in 1994. The Eicher Group, is one of Indians automotive group with
diversified inter of Tractors, Commercial Vehicles, Automotive Gears, Exports,
Garments, Management Consultant.
Since then, the company has made considerable investments in modernizing

its manufacturing systems and in 1996, when the Government decided to impose
stringent norms for emission first motorcycle to comply. Royal Enfield is amongst
the first few Indian WVTA (Whole vehicle type Approval) for meeting the
European community norms.
Royal Enfield revving up:
With the finest and brightest of teams in the country, comprising of

management professional committed workforce, the Company has a unique and
open culture, making Royal Enfield a company. To its customers in India and
elsewhere in the world. Royal Enfield means more than is a sense of belonging
to an exclusive community with unfading passion, emotion and interest set to
augment its leadership position, be it in the power and leisure bike segment in
India. Segment elsewhere in the world, by introducing distinctively styled and
higher-powered motor existing communities around its products, expanding its
network, and delivering unique motors.
ORIGIN OF THE ORGANIZATION

George Townsend can be considered as the earliest pioneer who aided the
set up of Royal Enfield range of Two Wheelers He sets up a mill called Givry
Works in Hunt End, England. And 20 years later, Forest, Georges step-son
brings into the factory one of the first boneshakers, a quasi-cycle with an iron
backbone, wooden wheels, iron tires and pedals of wood.
But it was RW Smith and Albert Eadie who marked the birth of the Enfield
brand. RW Smith and Albert Eadie took control of Townsends and re-christened
it The Eadie Manufacturing Company. Soon, they stumble upon a contract with
Royal Small Arms factory in Enfield, Middlesex to supply precision rifle parts for
the making of Enfield rifles. Meanwhile, they make their first new bicycle-called
the Enfield. The Enfield is marketed through a new company- The Enfield
Manufacturing Company Ltd. A year later, the cycles were launched publicly and
the company added the word Royal to the name. With that, the legendary
trademark Build like a Gun appeared for the first time. This marked the birth of
the Royal Enfield brand.
India had the first touch of the Royal Enfield range when two young
businessmen, Mr. Sundaram and Shankar, of the Madras Motor Company
started importing the Bullet motorcycles into the southern port city Madras, India
under Enfield India Limited Incorporated.
The first plant was set up at Madras, India, thus marking the beginning of the
era of motorcycling in India. At first, kits were sent to India and were assembled
here. Then, mudguards and frames followed. Soon, Enfield began sending
engine kits for assembly.
And before long, they too were being made indigenously, meaning the entire bike
was being manufactured in India.
Classic Bikes with power for leisure is what a Royal Enfield bike stands for,
and Royal Enfield leads this segment of the market in India by leaps and bounds.

Its exquisite range of motorcycles combines distinctive styles with power, riding
comfort and ruggedness to deliver a unique motorcycling experience. The
beginning Royal Enfield India was set up in 1995 when it started receiving 350cc
bikes in kits from the UK and assembling them in Chennai, India. But, eventually
the entire bike was manufactured in India and a couple of years later the
Company started manufacturing the 500cc Bullet. By its sheer power, unmatched
stability, superior riding comfort and rugged good looks, the Bullet dominated and
continues to dominate the Indian roads. It is the dream choice of every
motorcyclist in India with even the Indian Army and Police endorsing the Bike.
The Eicher Chapter In 1990, Royal Enfield entered into a strategic alliance with
the Eicher and later merged with Eicher Group in 1994. The Enfield Group is one
of Indias leading automotive groups with diversified interests in the manufacture
of Tractors, Commercial Vehicles, Automotive Gears, Exports, Garments,
Management Consultancy and Motorcycles. Since then, the company has made
considerable investments in modernizing its manufacturing technology and
systems in 1996.
When the Government decided to impose stringent norms for emission Royal
Enfield was the first motorcycle manufacturer to comply. Royal Enfield is
amongst the first few Indian companies to obtain the WVTA (Whole Vehicle Type
Approval) for meeting the European Community norms.
Infrastructure and Technology Collaborations:
To manufacturer quality bikes that are well known worldwide for their
reliability and toughness state-of-the-art infrastructure is required, and that is just
what Royal Enfield has done at their Chennai manufacturing facility.
An active in-house Research & Development wing is constantly at work to

meet changing customer preferences and the challengers of Indian and

International environment standards. When introducing a new product, this team

undertakes will related planning which includes a rigorous customer contact
program, design, concurrent engineering and testing process. The bike
Designers work continuously to come up with innovative bikes designs to meet to
the markets expectations
Royal Enfield was also amongst the first Indian companies to introduce
Enterprise Resource Planning (ERP) systems to manage its operations. It also
has online supply chain management system in operation.
Collaborations:
Royal Enfield has technology tie-ups with:
AVL of Austria
Fritz Egli of Switzerland
Cranfield University, UK
Criterion Engineers UK
Manufacturing:
Royal Enfields manufacturing operations; go through a series of

modernization and improvement efforts, with a number of automated processes.
The company has put place modern manufacturing practices like Cellular
Layouts, Statistical process controls and Flexible manufacturing systems.
The Chennai manufacturing facility has received the ISO 9001 Certification
and for managing its operations in a clean and safe environment, it has obtained
the ISO 14001 quality Certificate.
Royal Enfield ensures that all the components used in the bikes are sourced
from the best vendors in the Indian automotive, who are to supply according to
the Companys stringent quality standards.

The company works closely with all of its supplies, giving them technical and
managing support while maintaining, practices like Direct-On-Line and vendor
Self-Certification.
Marketing Network:
You can feel the pulse of your customers, only if you get close to them. This
thought process has driven Royal Enfield to set up has a wide network of 13
marketing offices,223 dealers in all major cities and towns, 25 spare parts
distributors and stockiest and 150 Authorized Service Centers. The Company
also exports motorcycles to over 30 countries like the USA, Japan, Bahrain, UK,
Germany and many European countries through 5 international offices, 25
importers and over 200 dealers across the globe.
PRESENT STATUS OF THE ORGANIZATION
Essco Limited, part of the Rs. 1200 crore Essco Group, has achieved
dramatic progress in its turnaround strategy, reporting a cash profit of Rs. 16
crore in the financial year ended March, 2009 as against a cash loss of Rs. 21.2
crore in the previous year.
While Gross Sales have increases 9.9% to Rs. 634.6 crore from Rs. 577.4
crore in the previous year, net sales are up 11.4% to Rs. 550.5 crore from Rs.
494 crore in the previous year. The companys profit before interest and
depreciation also improved dramatically to Rs. 40.8 crore from Rs. 2.7 crore in
the previous year.

After providing for depreciation of Rs. 23.6 crore (Rs. 21.2 crore in the
previous year) and Rs. 24.9 crore of interest (Rs. 23.9 crore in the previous
year), the results show a whopping 82 percent reduction in the loss (before
amortization of VRS costs) to 7.7 crore from Rs. 42.5 crore in the previous year
a swing of Rs. 34.8 crore. A charge of Rs. 9.5 crore has been made towards
expenditure on voluntary retirement scheme (Rs. 9.0 crore in the previous year).
Further differed tax credit of Rs. 6.2 crore for the year has been recognized in the
Profit and Loss account for the year. As a result, the net loss (after tax) for the
year is Rs. 11.0 Crore as compared to Rs. 51.5 crore in the previous year.
In accordance with the mandatory Accounting Standard on deferred taxation,

issued by the Institute of Chartered Accountants of India, the Company has made
provision for deferred tax liabilities.
The cumulative deferred tax liability as at 31.03.2001 of Rs. 23.8 crore has
been provided by charging the same to the surplus in profit and Loss account as
on 1.4.2001.
Speaking on the performance of Essco Limited, S. S. Sandilya, Chairman

and CEO, Essco Group, said Over the last one year, our strategy has been
twofold: top line growth through introduction of new products in high growth
segments, enhancement of our distribution network, and aggressive marketing :
and focus on cost reduction covering manpower, materials, overheads and
working capital costs. This strategy has helped us achieve growth of over 10% in
sales income and in enhancing the operating margin as percentage to net sales
from 1% to 7%.
Royal Enfield has also made significant gains in turning around its
performance, by selling 24384 motorcycles as against 21874 in the previous
year, thus recording a volume growth of 12%. In value terms, the turnover

amounted to Rs. 144 crore representing a growth of 16% over the previous year
and reflecting higher per unit realization.
Bullet Electra has been well accepted in the market and currently accounts
for 60% of our motorcycles sales. Bullets realization per bike has increased
significantly on account of aggressive pricing, reduction in material costs, and
lower levels of discounts. Bullets have also substantially improved the reach and
effectiveness of the distribution system. New initiatives like restructuring the
marketing set up and opening up of company owned and managed showrooms
were taken up with a view to getting closer to the customer.
The exports grew by 45% in the year to 1616 motorcycles from 1127 in the
previous year. Royal Enfield today exports motorcycles to over 30 countries
including USA, UK, Germany and Japan.
The comparative market share of the Motorcycle manufacturers during the

year ended 31 March 2011 are as follows:
Motorcycles 2010-2011 2011-2012 Change in

MS
Royal Enfield Motors 0.8 1.0 -0.2
Hero MotoCorp Ltd. 48.3 47.8 0.6

Honda Motors Ltd. 1.5 0.0 1.5
Suzuki Motors Ltd. 1.5 1.7 -0.2
Bajaj Auto Ltd. 24.5 25.2 -0.6
TVS Motor Company Ltd. 15.3 16.4 -1.2
Yamaha Motor India (P) Ltd 8.0 7.9 0.1
Total 100.00 100.00 0.0
ORGANIZATIONAL CHART

C H A IR M A N
M A N A G IN G D IR E C T O R
E X E C U T IV E D IR E C T O R
G .M . S A L E S G .M . M A R K E T IN G G .M . M A R K E T S U P P O R T
ASST.GEN ERAL DY.GEN.M ANAGER D .G .A .M . S P A R E S D .G .M . S E R V IC E

M A N A G E R (S a le s )
R E G IO N A L M A N A G E R D IV IS IO N A L R .M . / Z .M . R .M . / Z .M .
S A L E S (R .M .) O F M ANAGER
R E G IO N A L O F F IC E
ASST.M AN AGER SALES S E N IO R M A N A G E R ASST.SALES M ANAGER ASST.M ANAGER
SR.SALES M ANAGER M ANAGER S R . S A L E S O F F IC E R S P A R E S S R . E N G G . S E R V IC E
S A L E S O F F IC E R S A L E S O F F IC E R S P A R E S S E R V IC E S U P E R V IS O - R S
ROYAL ENFIELD BIKES & SPECIFICATIONS:

THUNDERBIRD 500
ENGINE TYPE Single Cylinder, 4 Stroke, Twinspark, Air Cooled

DISPLACEMENT 499cc
MAX. POWER 27.2 bhp @ 5250 rpm
MAX. TORQUE 41.3 Nm @ 4000 rpm
ENGINE START Electric/ Kick
GEARBOX 5 Speed Constant Mesh
SUSPENSION Front Telescopic
Rear - Twin gas charged
DIMENSIONS (lxbxh) 2060mm x 790mm x 1205mm
BRAKES Front 280mm disc, 2 piston caliper
Rear 240mm disc, Single piston caliper
GROUND 140mm
CLEARANCE
WEIGHT 195 kgs
FUEL CAPACITY 20 liters
CLASSIC 500

ENGINE TYPE Single Cylinder, 4 Stroke, Twinspark

DISPLACEMENT 499cc
GROUND 135mm
CLEARANCE
WEIGHT 190 kgs
FUEL CAPACITY 13.5 liters
BULLET 500

ENGINE TYPE Single Cylinder, 4 Stroke

DISPLACEMENT 499cc
Rear 153mm disc, Single lead
GROUND 135mm
CLEARANCE
WEIGHT 187 kgs
THUNDERBIRD 350

ENGINE TYPE Single Cylinder, 4 Stroke, Twinspark, Air Cooled

DISPLACEMENT 346cc
MAX. TORQUE 28 Nm @ 4000 rpm
GROUND 140mm
CLEARANCE
WEIGHT 195 kgs
FUEL CAPACITY 20 liters
CLASSIC 350


DISPLACEMENT 346cc
Rear 153mm drum, Single lead
GROUND 135mm
CLEARANCE
WEIGHT 187 kgs
BULLET ELECTRA TWINSPARK


DISPLACEMENT 346cc
Rear 153mm drum, Single lead
GROUND 135mm
CLEARANCE
WEIGHT 187 kgs

CHAPTER IV
DATA INTERPRETATION
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF AGE
TABLE: 1
Age No. Of Respondents Percentage

Below-20yrs 10 20%
20yrs-35yrs 34 68%
35yrs-50yrs 4 8%
Above50yrs 2 4%
Total 50 100
Analysis
Majority of the respondents belongs to the age group between 20-35

(68%).
The next highest number of respondents belongs to the age group below
20(20%), 8 % of the respondents are between 35-50 of age and Just 10 %
respondents are above 50 years of age.
Inference
Hence it can be inferred that majority respondents are between age group of 20-
35 years

GRAPH 1
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF AGE
Conclusion:
From the above graph it can be concluded that majority of the respondents
belong to the age category of 20 35 years.

TABLE: 2
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF GENDER
GENDER No. Of respondents Percentage

Male 44 88
Female 6 12
Total 50 100
Analysis
From the about table which is prepared through primary suryey, it is clear that
majority respondents are male who occupy 88% of the total sample and females
occupy 12%.
,
Inference
Hence it can be inferred that majority respondents are Males

GRAPH 2
CLASSIFICATION OF RESPONDENTS ON THE BASIS GENDER
Conclusion:
The above graph clearly shows that majority respondents are males compared to
females

TABLE 3:
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF OCCUPATION
Occupation No of respondents Percentage

Business 10 20%
Student 16 32%
Govt. employee 4 8%
Professional 2 4%
Pvt. Employee 10 20%
Politics 8 16%
Total 50 100%
Analysis
Maximums of 32 % of the respondents belong to this study category.

Another 20 % are pvt.employees. Businessman occupies 20 % share of the
respondents.
8 % of the Govt. employees. Politician occupies 16 % and another 4% are
professionals of the total sample survey
Inference
From the above table it can be inferred that the majority respondents are
Students who occupy 32% of the total respondents of survey.

GRAPH 3
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF OCCUPATION
Conclusion:
From the above graph it can be concluded that the majority respondents are
Students who occupy 32% of the total respondents of survey.

TABLE 4
CLASSIFICATIONS OF RESPONDENTS ON THE BASIS OF INCOME
Income No. Of Percentage

respondents
0-100000 18 36%
100000-500000 28 56%
Above 500000 4 8%
Total 50 100%
Analysis
From the above table it is analysed that 56 % of the respondents have an annual
income between Rs 100000-500000, 36 % earns between 0-100000 in a year,
8% earn above 500000.
Inference
Hence it can be inferred that majority respondents belongs to an income group of

100000-500000 and category belonging to 500000 and above does not prefer
royal enfield much.

GRAPH 4
CLASSIFICATION OF RESPONDENTSON THE BASIS OF INCOME
Conclusion:
From the above graph it can be concluded that the respondents belonging to the
income group Rs 100000 Rs 500000 prefer to buy a royal enfield bike.

TABLE 5
CLASSIFICATIONS OF RESPONDENTS ON THE BASIS OF AWARENESS OF

VARIOUS BRANDS OF TWO WHEELERS
Brand name No of Percentage

respondents
Royal Enfield 50 100%
Suzuki 50 100%
Bajaj 50 100%
Honda 50 100%
Hero 50 100%
Analysis
The above mentioned brand names of two wheeler are well popular and the
survey depicts that all the respondents are very much aware of these brands of
two wheelers.
Inference
Hence it can be inferred that majority respondents are aware of various brands of
two wheelers are equal.

GRAPH 5
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF

AWARENESS OF VARIOUS BRANDS OF TWO WHEELERS
Conclusion:
Hence it can be concluded that majority respondents are aware of various brands
of two wheelers are equal.

TABLE 6
SHOWING MARKS GIVEN BY RESPONDENTS TO VARIOUS ATTRIBUTES OF

TWO WHEELERS
Attributes Excellent Good Average Total

Aesthetics 18 30 2 50
Mileage 22 18 10 50
Power and pick 38 12 0 50
Riding comfort 32 16 2 50
Maintenance 26 22 2 50
Road grip 34 16 0 50
Price 12 18 20 50
After sale service 19 29 2 50
Resale value 20 18 12 50
Availability of spares 18 26 6 50
Brand loyalty 29 19 2 50
Analysis
According to the survey 76 % respondent have given maximum importance to

power and pick. The next most important attribute respondents look for in a bike
is road grip according to 68 % respondent. Riding comfort is also one of the most
important attribute people look for in the bike according 64 % respondent. During
aesthetics, mileage, availability of spares and maintenance are among the next
essential attributes in a bike are the other important attributes.

Inference
From the above table it can be inferred that majority respondents see Power and
pick up of the bike followed by road grip.
GRAPH 6
SHOWING MARKS GIVEN BY RESPONDENTS TO VARIOUS ATTRIBUTES OF

TWO WHEELERS

Contd.
Conclusion:

From the above table it can be concluded that majority respondents see Power
and pick up of the bike followed by road grip and other attributes of two
wheeler. .
TABLE 7
SHOWING PREFERENCE OF RESPONDENTS REGARDING TWO

WHEELERS BASED ON VARIOUS ATTRIBUTES

Attributes ROYAL Honda Bajaj Hero Suzuki Total

ENFIELD
Good Power &

20% 8% 32% 40% 0% 100
mileage
Riding comfort 68% 16% 4% 8% 4% 100
Aesthetics 44% 4% 20% 28% 4% 100
Road grip 72% 8% 4% 16% 0% 100
Safety and durability 52% 8% 20% 20% 0% 100
Good after sales

24% 4% 24% 48% 0% 100
service
Maintenance 44% 6% 20% 28% 2% 100
Reasonable price
36% 12% 28% 24% 0% 100
and resale value
Analysis
According to 100% of the respondents ROYAL ENFIELD is the most preferred

vehicle for aesthetics and riding comfort. ROYAL ENFIELD is the best as per
72% respondents for aesthetics ,riding and road grip and rest supporting the
other brand of two wheelers.

ROYAL ENFIELD is the best in safety and durability capacity according to 52%
respondents. HERO is also best vehicle that can be ridden on any kind of roads
according to 48 % respondents.
ROYAL ENFIELD has the good aesthetics, the next best being HERO with 28%
and rest respondents supporting the other brand vehicles.
ROYAL ENFIELD, according to 50 % respondents is the most preferred for riding
comfort and road grip.
Maximum of 40 % of the respondents finds ROYAL ENFIELD the safest and the
most durable 2 wheeler. ROYAL ENFIELD as per 20 % respondents has low
operating and maintenance cost.
ROYAL ENFIELD has the most resale value according to 40% of the sample
survey. BAJAJ is the next best according to 40 % respondents.
The easiest availability of spares and good after sales service is provided by Bajaj
according to 35 % of the respondents; only 30 % respondents opted for ROYAL
ENFIELD for this attribute.
Inference
Hence it can be inferred that majority respondents prefer ROYAL ENFIELD

followed by HERO and other brands of two wheelers.
GRAPH 7
SHOWING PREFERENCE OF RESPONDENTS REGARDING TWO

WHEELERS BASED ON VARIOUS ATTRIBUTES
Good power and mileage

Conclusion:
From the above graph it can be concluded that hero has a good power n mileage
compared to other two wheeler brands
Riding comfort

Conclusion:
The above bar graph clearly shows that ROYAL ENFIELD has the best riding
comfort compared to honda, hero and other two wheelers.
Aesthetics

Conclusion:
From the above graph it can be clearly concluded that ROYAL ENFIELD has
good aesthetics out of all the other two wheelers.
Road grip

Conclusion:
The above bar graph shows that ROYAL ENFIELD has a better road grip
compared to honda , bajaj. Hero and suzuki.
Safety and durability

Conclusion:
From the above graph it can be concluded that majority of the respondents feel
ROYAL ENFIELD has a good road grip and is durable than other two wheelers.

Good after sale service
CONCLUSION:
From the above graph it can be concluded that hero has a good after sale service
compared to other two wheeler.

Maintenance
Conclusion:
The above graph clearly shows that the maintenance of ROYAL ENFIELD is much
better than other two wheelers in the market.

Reasonable price and resale value
Conclusion:
The above graph clearly shows that ROYAL ENFIELD has reasonable price and
a good resale value.

TABLE 8
SHOWING WHETHER RESPONDENTS HAVE ANY FUTURE PLANS OF

PURCHASING 2 WHEELERS
No of respondents Percentage
Yes 32 64
No 18 36
Total 50 100
Analysis
Regarding plans of purchasing two-wheeler in future 64% of the 100 respondents

had intentions of buying a two-wheeler 36 % of non-user respondents had no
plans of buying a two-wheeler.
Inference
From the above table, it can be concluded that majority respondents have plans
of purchasing two wheeler.

GRAPH 8
SHOWING WHETHER RESPONDENTS HAVE ANY FUTURE

PLANS OF PURCHASING TWO WHEELERS.
Conclusion:
From the above table, it can be concluded that majority respondents have plans
of purchasing two wheeler.

TABLE 9
SHOWING REASONS FOR NOT BUYING TWO WHEELER

IN FUTURES
Reason No of Percentage
respondents
Already possessing 8 44.44 %
Finance problem 3 16.66%
High price 2 11.11%
To buy car 5 27.77%
Total 18 100%
Analysis
44.44% already possessed the vehicle, 16.66% had finance problem and
11.11%due to the high price of two-wheeler, 27.77% opted to go for car.
Respondents to own a vehicle in near future against a small portion of 30% who
did not want a vehicle due to finance problem, high price, non-affordability etc.
but major cause of not buying was because they had finance problem and
already possessed one.
Inference
Hence it can be inferred that majority respondents have a vehicle already

possesing and finance problems which is a main factor in not purchasing two
wheeler.

GRAPH 9
SHOWING REASONS FOR NOT BUYING TWO WHEELER

IN FUTURES
Conclusion:
Hence it can be concluded that majority respondents have a vehicle already

possesing and finance problems which is a main factor in not purchasing two
wheeler.

TABLE 10
SHOWING PREFERENCE IN CHOICE OF BRAND OF BIKE
Brands No of respondents Percentage

ROYAL ENFIELD 26 52%
HONDA 7 14%
HERO 8 16%
BAJAJ 9 18%
SUZUKI 0 00
TOTAL 50 100%
Analysis
A maximum of 52% of the nonuser respondents wanted to buy ROYAL ENFIELD.

The other brand names preferred are BAJAJ by 18%, HERO by 16% and
HONDA by 14% of the respondents.
Inference
Hence it can be inferred that majority respondents prefer ROYAL ENFIELD and
followed by various other brands of two-wheelers.

GRAPH 10
SHOWING PREFERENCE IN CHOICE OF BRAND OF BIKES
Conclusion:
From the above graph it can be concluded that respondents show much
preference fr ROYAL ENFIELD than other two wheeler brands.

TABLE 11
SHOWING IN CHOICE OF VARIOUS MODELS OF ROYAL ENFIELD
Models No of respondents Percentage

CLASSIC 500 UCE 14 28%
CLASSIC 350 UCE 6 12%
BULLET ELECTRA 4 8%
350 UCE
BULLET 350 UCE 2 4%
THUNDER BIRD 24 48%

UCE
Total 50 100
Analysis
Among 48% of the respondents preferred to own THUNDER BIRD UCE,

And 28% preferred CLASSIC 500 UCE, .CLASSIC 350 UCE is preferred by
12%.BULLET ELECTRA 350 UCE is preferred by 8% and only 4% respondent
preferred BULLET 350 UCE.
Inference
Hence it can be inferred that majority respondents preferred to own thunder bird
compared to other models of ROYAL ENFIELD..

GRAPH 11
SHOWING PREFERENCE IN CHOICE OF VARIOUS MODELS OF ROYAL

ENFIELD
CONCLUSION:
From the above graph it can be concluded that respondents prefer buyin Thunder
bird than other models of ROYAL ENFIELD.

TABLE 12
SHOWING REASONS FOR BUYING ROYAL ENFIELD
Reasons No of respondents Percentage

Aesthetic 22 44%
Riding comfort 10 20%
Power and pick up 6 12%
Road grip 4 8%
Brand loyalty 8 16%
Total 50 100%
Analysis
Among 100 users a maximum of 31 % opted for ROYAL ENFIELD for more best
aesthetic, the next riding comfort (20% users), 12% users prefer ROYAL
ENFIELD for power and pick up. 8% of the sample survey choose ROYAL
ENFIELD for brand loyalty respectively.
Inference
Hence it can be inferred that majority respondents preferred to buy

ROYAL ENFIELD because of its best aesthetic , riding comfort , brand loyalty etc.

GRAPH 12
SHOWING REASONS FOR BUYING ROYAL ENFIELD
CONCLUSION:
Hence it can be concluded that majority respondents preferred to buy

ROYAL ENFIELD because of its best aesthetic , riding comfort , brand loyalty etc.

TABLE 13
SHOWING SOURCES OF INFORMATION ABOUT ROYAL ENFIELD
Media No of respondents Percentage

Internet 10 20%
Demo and display 12 24%
Family & Friends 24 48%
Print Media 4 16%
Total 50 100%
Note: Respondents have given multiple answer choices
Analysis
The major source of information through which people got to know more about
ROYAL ENFIELD are family and friends 48%, print media 24% and through
internet 20% others 16% are also effective source of information to the public.
Inference
Hence it can be inferred that majority respondents received the information by

family and friends.

GRAPH 13
SHOWING SOURCES OF INFORMATION ABOUT ROYAL EFIELD
Conclusion:

From the above graph it can be concluded that majority respondents received
the information by family and friends.
TABLE 14
SHOWING WHETHER THE USERS FACED ANY PROBLEM WITH ROYAL

ENFIELD?
No of respondents Percentage
Yes 8 16%
No 42 84%
Total 50 100%
Analysis
Among the total number of users 84% did not face any problem with the bike and
its performance. A minority of 16 % respondents faced a few problems.
Inference
Hence it can be inferred that majority respondents did not faced any problems
with ROYAL ENFIELD.

GRAPH 14
SHOWING WHETHER THE USERS FACED ANY PROBLEM WITH

ROYAL ENFIELD?
Conclusion:

From the above graph it can be concluded that majority respondents did not
faced any problems with ROYAL ENFIELD.
TABLE 15
SHOWING DIS-SATISFACTION FACED BY ROYAL ENFIELD USERS
No Percentage
of respondents
Power and pick up 22 44%
Resale value 06 12%
Mileage 10 20%
Price 08 16%
After sale service 04 8%
TOTAL 50 100%
Analysis
From the above table it is clear that 44% of respondents were not satisfied with
the power and pick up , 20% were not satisfied with the milage, another 16% of
the respondents were dis- satisfied with the price, 125 were not satisfied with the
resale value and 8% of the sample were dis- satisfied with after sale service.
Inference
Hence it can be inferred that majority respondents are not satisfied by mileage
and followed by various other attributes.

GRAPH 15
SHOWING DIS-SATISFACTION FACED BY ROYAL ENFIELD USERS

Conclusion:
From the above graph it can be concluded that majority of the respondents are
not satisfied with the power and pick-up of ROYAL ENFIELD.
TABLE 16
SHOWING SUGGESTIONS GIVEN BY RESPONDENTS REGARDING

IMPROVEMENT OF ROYAL ENFIELD
Suggestion No of Percentage
respondents
Reduce price 14 28%
Increase mileage 10 20%
Reduce weight 8 16%
Duration of delivery 4 8%
Increase pickup 6 12%
Increase advertisement 4 8%
Models for females 4 8%
Total 50 100%
Analysis
The respondents have suggested various improvements in ROYAL ENFIELD

28% of respondents want to reduce the price, and 20% wants to increase
mileage. Reduction of weight is by suggested by 16%, 12% wants an
improvement in pickup.

8% wants to release models for female, another 8% wants more and more
advertisements in various medias and another 8 % suggested to deliver as soon
as possible.
This implies that most of the respondents have a compliment regarding the
aesthetics given by ROYAL ENFIELD and the road grip of ROYAL ENFIELD
bikes. Thus care should be taken on the above.
Inference
Hence it can be inferred that majority respondents suggested for increase in

mileage and various other aspects.
GRAPH 16
SHOWING SUGGESTIONS GIVEN BY RESPONDENTS REGARDING

IMPROVEMENT OF ROYAL ENFIELD

Conclusion:
The above graph clearly shows that most of the respondents suggest to reduce
the price of ROYAL ENFIELD bikes.
TABLE 17
SHOWING SUGGESTIONS GIVEN BY RESPONDENTS REGARDING THE

FEEL OWING A ROYAL ENFIELD
Suggestion No Percentage
of respondents
Very proud 14 28%
Very confident 11 22%

Energetic and powerfull 12 24%

Stylish 4 8%
Satisfied 6 12%
Average 2 4%
Not good 1 2%
Total 50 100%
Analysis
The respondents have suggested their feelings owing a ROYAL ENFIELD . 28%of
respondents feel proud, and 22% feel very confident. 24 % feel very energetic
and powerfull , 8% feel stylish , 12% feel satisfied and another 6% have an
average and unsatisfactory feeling.
This implies that most of the respondents feel proud confident and very energetic
owing a ROYAL ENFIELD.
Inference
Hence it can be inferred that majority respondents feel proud owing royal enfield
bike.
GRAPH 17
SHOWING SUGGESTIONS GIVEN BY RESPONDENTS REGARDING YHE

FEEL OWING A ROYAL ENFIELD

Conclusion:
The above pie chart clearly shows that majority respondents feel very proud
owing a ROYAL ENFIELD bike.
CHAPTER V
Summary of Findings
FINDINGS

Based on the statement of the problem and objectives of the study:-
1) The survey reveals that all the consumers are aware of all mentioned brands
of two wheelers in the market.
2) It is found that reduction in the price and increase in mileage is the most
important attributes consumer looks for before deciding to purchase a two
wheeler. Maintainance, riding comfort; road grip and availability of spares are
also given due importance.
3) The respondents find the aesthetic, road grip are the most satisfying
attributes in ROYAL ENFIELD. These two are the main reasons for the
consumers to opt for ROYAL ENFIELD. The survey also reveals that ROYAL
ENFIELD is one of the most preferred TWO WHEELERS among the various
brands mentioned in the questionnaire.
4) The main reasons for purchasing ROYAL ENFIELD is its best aesthetic, good
riding comfort, and road grip.
5) According to survey all the respondents are aware of the different brands of
two wheelers available in the market.
6) Survey says that a ROYAL ENFIELD bikes has to improve its power and
pickup and durability increasing more pickup etc. it should maintain it power,
pickup and increase mileage.
7) .Majority of 48% of the users got the information about the bike from their
family and friends followed by demo and display and internet according 24% 20%

respectively. This states that internet, family and friends demo and display etc.
are the effective sources of advertising.
8) From the 30 users a majority of 7% had some complaints regarding the bikes.
They faced high fluctuation in mileage problems. To avoid such complaint users
suggested conducting frequent free check up camps and guidance regarding the
care and proper maintenance of the bikes.
9) The study reveals that 5% of the respondents wants increase in pickup,

followed by 25% wants increase in mileage, 15%of the total respondents wants
its maintenance to be low. 10% wants after sale service. 10% are not satisfied
with the price. This shows that the bike have high price, low pickup, Low
mileages etc are the weakness of the bikes
.
FINDINGS FOR ROYAL ENFIELD
Among the 50 respondents, everyone is aware of royal enfield and as this report
is limited to few places in Bangalore it is better for royal enfield to come up with
more promotional activities.
According to the respondents are aware of ROYAL ENFIELD, 10% say it is
excellent, 50% as good and 10 % as bad, and 30% as average.
This shows that majority of respondents have a positive and good opinion about
ROYAL ENFIELD sales and ambience.
CHAPTER VI
RECOMMENDATIONS & SUGGESTIONS

Technical suggestions
1. The bike has a four-stroke engine; it is expected to give good mileage. The
bike should give at least 35 40 kilometers per liter under city riding conditions.
As against 45 kms declared by the company.
2. Brakes and road grip of the bikes need to be maintained which is excellent.
3. The vehicles are expected to have lower maintenance cost which makes the
customers feel happy.
4. Seating arrangement of the vehicle is the most comfortable preferred by all.
5. Royal enfield should be released with new attractive colours.
Commercial suggestions:
1) The high price is one of the major barriers. The bike should be priced
below Rs 80,000, (including accessories) which will increase the sales.

2) ROYAL ENFIELD should advertise their new models in T.V, media to

create awareness and attract some more consumers and also company should
give more and more advertisements about the product in different medias like
print media, so that it will reach and every one.
3) Young people prefer two wheelers than others. So the advertisement and
sales promotion should be aimed towards them.
4) The waiting period for the delivery of the vehicle should be reduced.
5) More authorized service station should be opened in city limits.

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BRAND AWARENESS TOWORDS ROYAL ENFIELD

Marketing consists of all activities by which a company adapts itself to its

The development of marketing concept is evolutionary. The evolution of

NEW HORIZON COLLEGE 1

Distinction between Market & Marketing:

Market is an arrangement providing an opportunity to exchange goods. In

The marketing concept is a business philosophy that challenges the previous

1) Societal marketing concept holds that the organizations task is to determine

NEW HORIZON COLLEGE 2

Here different Heads studies are:

1. Analyzing Market opportunities.

A firm due to constraints on resources cannot exploit all marketing

Since marketing is consumer oriented it is necessary to assess the market

The concepts studied are:

1) The macro environment of marketing consists of

NEW HORIZON COLLEGE 4

(a) The demographic environment of marketing studies is a scientific study of

NEW HORIZON COLLEGE 5

2) Buying is procurement of goods or services for eventual resale to the

Different functions are:

a) Planning purchases of goods implies planning of purchases for the

b) Contractual function is concerned with searching for and determining the

c) Assembling nears bringing together to collecting a large amount of similar

NEW HORIZON COLLEGE 6

a) Concentrated buying: If purchases are confined to a very few sources of

NEW HORIZON COLLEGE 7

5) In market planning we use marketing information to assess the situation. We

d) Promotion mix: Promotion is the persuasive communication about the product

NEW HORIZON COLLEGE 8

a method of achieving maximum market response from limited marketing

6). The different segmentation is:

Geographic Segmentation: Geographic location is usual & popular basis for

Demographic Segmentation: Demography is study of population.

Psychographics Segmentation: Here buyers are divided into different groups

NEW HORIZON COLLEGE 9

The word brand is a comprehensive term, which includes names, designs

Brand awareness has to be created in order to create an image in the minds

A brand is symbol, a mark, a name that acts as a means of communications

NEW HORIZON COLLEGE 10

symbol, design, distinctive coloring or lettering. Brand creates a bond between

According to American marketing association A Brand is defined as a

In the word of Philip Kotler A brand is a name, term, sign, symbol or

In todays world brand names come to create identity to distinguish one

Brand is a massive asset: Brand is an intangible asset, because it is impossible

NEW HORIZON COLLEGE 11

Brand Conveying the

Benefits: Consumers are buying benefits of the product with brand.

Culture: The brand represents a different culture.

NEW HORIZON COLLEGE 12

Personality: A brand project a personality which can be person, animal or object.

Manufacturer National Private Single Multiple Family

Brand Awareness of a Product:

Aware a brand, when its presence is registered in the mind of consumers.

Strong brand awareness means easy acceptance of new products. Brand

An organization can put its customer awareness, identify and develop it

Brand awareness is asset which brand managers create and enhance to

NEW HORIZON COLLEGE 13

Brand awareness satisfies a need of the consumer. A consumer as aims,

INTRODUCTION TO BRAND AWARENESS

In developing a marketing strategy for products, the sellers have to confront

NEW HORIZON COLLEGE 14

benefits or attributes or services to the buyers. Brand represents a level of

Measuring the actual equity of a brand name is difficult. Because it is so hard

NEW HORIZON COLLEGE 15