Royal Enfield Social Media

Strategy

‘Made Like a Gun’

Executive Summary
In 1990, Royal Enfield ventured into collaboration with the Eicher Group, a
leading automotive group in India, in 1990, and merged with it in 1994.

Following points would illustrate the social media campaign of Royal Enfield:

• To launch a campaign named #ThunderBird500 on social media

platforms.
• To make public aware of our newly launched bike ThunderBird500
• To promote the accessories product of Royal Enfield like helmet, Guard
etc.
• To highlight the company by doing various campaigns and creating hype
to increase brand awareness on social media .
• To achieve the preset targets within 1 month .
 Social Media Goals
 Increase the number of follwers on Instagram & other social
platforms & ultimately encouraging people to use Royal Enfield

 Increase in the number of related videos on YouTube, Facebook,

Instagram and other social media platforms to create hype in the
youngster.

 We will highlight the bike by the way of various social media

campaigns
Key performance indicators
In 1 Month, we will:

1 We will grow our Instagram Audience by 80-100 per week

2 Number of stories posted by customers regarding Royal Enfield.

Improve customer relations by providing them Tech information and after sale service
3 satisfaction .

To analyze the comments and feedback of users on various Social media platform and
4 make necessary changes in the upcoming promotions.
 How goals align to business objectives

Business objective Social media goal Metric(s)

Awareness,the current
followers of Royal enfield on
Grow the brand instagram is 1.9M which we Followers
aim to increase by 80 follwers
per week.
Engagement: Instagram
Turn customers into hashtags,
Comments, Tweets, Posts
advocates Tweets,YouTube,Facebook
posts
Conversions: By giving test Website clicks, email signups,
Drive leads and sales
Ride and providing EMI option InstaDM,etc.

Improve customer Consumer: Solve customer

Feedback, Referrals
retention problems
Target Audience
 Youths Defense personal Travel freaks

Example job title(s) Self owned , bachelor or master Army Professional Travel Vloggers,
students bloggers

Needs(s) Low maintenance , fuel

Respect , Built like a gun, Road presence Ride quality, retro looks ,
efficiency(Kitna deti hai).
Customizations galore

Pain Point(s) Price and resale value Stable (No amount of wind speeds hitting Always in trend , Fit to ride in hilly
an RE rider, RE motorcycle weighs in at areas
above 190 kilos, wet, with the rider
weighing at an average 78 kilos)

Prefered social network(s) Snapchat, Instagram,Facebook,Youtube Twitter, YouTube,facebook Snapchat,

Instagram,Facebook,Youtube,twitter,
quora

Unique Characteristic Trend followers Value seeker , Trust seeker Trend Followers

Psychographic High attrition rate, Negotiaters Mostly ready to pay the price till its Mostly accept if the price s genuine,
Characteristics genuine Attrition is sometimes possible

[Other characteristic, e.g. AGE- 18-30 AGE- 18-40 AGE- 18-45

age, sex, location, etc.]
Competitive Analysis
 Number of Content that
Networks active Strengths Weaknesses
followers resonates

Harley Facebook, 456k -Well recognized -Investment is [Use a tool like

Buzzsumo to
Davidson Instagram, Brand high check]
Twitter, YouTube -Strong base of -Low mileage
loyal customers . -High
maintenance

JAWA Facebook, 368k -Looks and style -Limited

Instagram, -Dual Exhausts dealerships
Twitter, YouTube -Not well
recognized
brand in India
STRENGTHS WEAKNESSES
 High prices
 No Competition in 500cc segments  Less advertisement
of the market.  No motorcycles in entry and
 Proven product durability executive level segments of the
 Customer retention market.
 Online supply chain management  Little/negligible product
 Good ERP operations innovation

 Introduction of motorcycles in
entry and executive segments of
the market.
 Encourage the sales with
advertisement.
 Introduce customer relationship
management.
 OPPORTUNITIES
Innovation of products
 Offer better finance schemes
 Movement of industry
towards premium
segments.
 Entry of exclusive foreign
players
 Entry of other players in
500cc segments of market.
THREATS
INSTAGRAM ACCOUNT
● What it’s best for: Promoting new campaigns because of the high reach & use of platform
Target audience: Youths, Defence personal , Travel freaks
● Types of content we will share: Campaign named as #MyBullet & #Builtlikeagun in which
commuters will share their success story
● We will feature every week 5 videos of Riders through contest .
● Key performance indicators (KPIs): Fair amount amount of traffic diversion through
content marketing on websites
YOUTUBE
● What it’s best for: Best platform for showcasing the presence in the market, used as a tool to highlight itself
in the present competitive scenario .
● Target audience: Will show ads on Vloges, adventurous channels
● Types of content we will share: By showing individual experience and making their
professional marketing ads
● Key performance indicators (KPIs): Increase in the number of youth buyers .
PROMOTIONS:
BRANDING STORIES:
  441k SUBSCRIBER ON YOUTUBE
 4 MILLION LIKES ON FB PAGE
ROYAL FIELD  120.6k FOLLOWERS ON
TWITTER
ENGAGING IN SOCIAL  92% MALE SUPPORTERS FROM
MEDIA: AGE 21-30 YEARS
 ACTIVELY CONTENTS AND
CONTESTS GOING ON DIGITAL
PLATFORMS
Continued:
EVENTS:

 RIDING EVENTS RIDER MANIA 2014: TRIP TO NEPAL

 Royal Enfield Reunion West 2014: TRIP TO SILVASSA
 GOODWOOD REVIVAL,2014: @West Sussex

 DELHI TO BHUTAN
 TRIP TO GOA
 TRIP TO KERALA
 PUNE TO KATHMANDU