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Contact Details:
(A Unit of Eicher Motors Limited)
Tiruvottiyur High Road,
Tiruvottiyur,
Chennai - 600 019.
FLASHBACK..
WHAT IS A BULLET???
• Its basically a cruiser bike tailor made for Indian roads.
• Powerful (very very powerful, with her massive 350,500 cc engines)
• slow speed, thumping sound and nearly 190 kg bodyweight
………………….Moreover, it’s a feeling…………………
ROYAL ENFIELD ARMY CREW:
• STANDARD 350 UCE
• STANDARD 500 UCE
• CLASSIC 350
• CLASSIC 500
• THUNDERBIRD 350
• THUNDERBIRD 500
• Electra
• RE CAFÉ RACER (CONTINENTAL GT)
THE BEGINNING OF NEW ERA
• The royal ride, faced a serious trouble during early 2000’s…
• Customers started to complain about continuous engine troubles and heavy
maintenance costs & the company’s market shares went down
• Fuel consumption rates were also very high
• So…complete changeover was inevitable!!
SO…..
• The new royal enfield avatar was introduced in the market!!
• 30% less parts and 30% more power compared to old version.
• A perfectly unbeatable UCE (Unit Cast Engine) with maximised performance and
reduced maintenance cost
• introduction of electronic fuel injection
• Twin spark engine( made of aluminium, instead of cast iron)
• Unique right legged gear box to new universal left gear box
• Self start(in selected models)
• Aerodynamically stable design
• Fuel efficiency nearly about 50 kmpl.
MANUFACTURING TECHNIQUES:
• Royal enfield adapted the LEAN MANUFACTURING method for new production.
(POKA-YOKE)
• Also adopted the KAIZEN TECHNIQUE in process
• One of their uniqueness is TOTAL PRODUCTIVE MAITENANCE in their plant
PRODUCTION PROCEDURE:
• Like cococola, royal enfield also maintains a secrecy in its production procedure.
• Still, the company provides a quick factory visit for bull lovers. (every second
Saturday, 10-11.30 am.) which costs Rs.600/person!
• The factory visit shows us the three main steps in production:
• The paint shop
• Engine assembly
• Vehicle assembly
Engine assembly”:
Main assembly:
JUST IN TIME raw • All the engine components are • Painted parts, engine, electrical
• From Thiruvattiyur to oragadam Welding dept:
assembled and tested here. The paint shop: system, tyres, brakes, alignment
material delivery
plant
• Joins the dismandled pipes and correction etc are done in this
Pre delivery inspection (PDI)
parts together • (semi automatic- fixtures, stage.
• All the metallic and plastic
hydraulic; tuning, manual) components are painted, plated
• (using robot cells) and powder coated • (conveyer mode of assembly, • Visual inspection of paint and fit
FMS) of parts.
• (manual- the free hand painting is • Dynamometer test: 0-60kmph
well known)
• Brake, alignment,light, exhaust
emission.
ENGINE ASSEMBLY:
THE PAINT SHOP:
• The uniqueness of Bull includes the flawless freehand drawing.
VEHICLE ASSEMBLY:
CHANGE IN STRATEGY AFTER 2000:
• Marketing mix
• Product: upgraded with technology… efi, left gear, aluminium engine cylinder, but still
maintained the royal VINTAGE looks!
• Place: the market of Royal Enfield can basically be divided into two segments:
• 1. metropolitans: Tier 1 and Tier 2 cities
• 2. Small cities: tier 3 and district head quarters.
200000
100000
0
1/1/2012 1/1/2013 1/1/2014 1/1/2015 1/1/2016
Series 1 Column1
FUTURE EXPANSION PLAN:
• In india, RE have a niche market for premium bikes more than 250cc. In future, they
are going to expand their market segment to 750 cc premium bikes also.
• Now, Siddhardha lal, the CEO and managing director of Eicher Motors, hired Pierre
Ter Blanche, head designer of Ducati motors.
• Apart from the plants at Oragadam and Thiruvottiyur, Royal Enfield bought 50 acres
plot in Vallam Vadagal, for future expansion needs.
BRAND BUILDING ACTIVITIES:
• Advertisements: RE rarely uses tv, radio and other media for its promotion.
• Branding through Royal Enfield Rider Mania:
• To keep users engaged with the brand, RE organises adventure trips, in which HIMALAYAN
ODYSSEY is the prominent.
• Bullet clubs (every districts)
• Branding through Royal Enfield Riders Club and Communities
• It promotes the brotherhood feeling for riders, organising trips, training sessions, social
activities etc
• Online media and Social media marketing:
• Through their website, RE organises trips and encourage people to share their stories.
• Social websites like FB and TWITTER have their verified accounts, for their promotional
activities.
• Royal Enfield Merchendise:
• Following the Harley Davidson model of branding, RE also started selling their riders jackets,
biking gears, helmets etc through their exclusive showrooms.
• Branding through film industry!!
• Think about lalettan.
• In AARAM THAMPURAN
• Going to fight with Keerikkadan Jose
• In a Splendor Bike…. :p
• HELL!!!!
• THERE IS NO SUBSTITUTE FOR THE AWESOME BULL FOR SHOWING OFF!!!
IMP. TERMS IN ACADEMIC POINT OF
VIEW
• Lean manufacturing.
• Kaizen technique
• Total productive maintenance
• Poke yoke
• Just in time.
• Business process re-engineering (BPR)
• Niche marketing/ market
THANK YOU!!!!
• Abhimanue V S
• 9567827146