ROYAL

ENFIELD
BY-
ALI SHERWANI &
ANJALI PRATAP SINGH
INTRODUCTION
• Oldest surviving motorcycles.

• Manufactured bicycles, lawn mowers& motorcycles.

• Used in World War 2.

• Founded in1955 as Enfield India.

• In 1994 Enfield India was bought over by Eicher Motors Limited.

HISTORY
• The first Royal Enfield Motocycle was buit in the year 1901.
• Royal Enfield is the corporate house under which Royal
Enfield Motorcycle Company was founded in 1893.
• Similar to its competitors such as BSA & Triumph, the
Enfield Cycle Company started its business as a weapons
manufacturer, mostly famous for the Enfield Rifle. This
legacy is echoed in the Company logo which is a cannon,
and their Motto, “Made Like A Gun”.
LOGO
BRAND VALUE
Customer Mindset Market Performance:
Awareness:high brand Price Premium: justified
Equlity & strong brand Price due to engine capacity
loyality capacity and uniqueness
Assosiations: associated with Price Elasticity:even if the price of
Power, strength, luxury, the product increases the demand
Ruggedness. will remain same
Attitudes: perceived as a
Proud asset.
Attachment: lifetime loyal
Customer.
BRAND POSITIONING
• A powerful motorcycle for bike adventures

• Masculine bike

• Power engine bikes in reasonable price bracket

• RUGGED

• Durable product

• Great performance

• Heritage of over a hundred years

BRAND IMAGE
• The Bullet has always been associated with
independence self expression power and passion.
Even the marketing campaign ‘Leaving Home’,
‘Selfism’ focussed on the same aspect as it showed a
boy cutting his umbilical cord to ride his deam bike.
MARKETING STRATEGY
• Royal Enfield has done only two campaigns on TV “Shaan Ki Sawari”
and “Jab Bullet Chale Toh Duniya Rasta De”.
• Has also been featured in many movies.
• Royal Enfield Rider Mania.
• Royal Enfield also organizes Rider Mania in Goa each year in
December.

• Branding through Royal Enfield Riders Club and communities: Royal

Enfield beavity promotes the Club culture amongst its riders.
MARKETING STRATEGY
Standing through Film Industry:
Seen in many Bollywood and Hollywood
movies like “Jab Tak Hai Jaan”, “Zindagi Na
Milegi Doobara”, “Curious Case Of Benjamin
Button”,etc.
SOCIAL MEDIA NARKETING
Best trip story writing contest:
-Encourage people to go on rides and express
their stories via blog.
-Once they purchase a bullet, they are updated
with all the activities done by Royal Enfield.
-Royal Enfield has effectively used the online
media to bond all the bullet riders together
and spread the feeling of brotherhood.
PRODUCT DISTRIBUTION
Royal Enfield distributes its motorcycles only through
dealer who act as distributers of motorbikes in a
specified area which acts as producer to dealer
channel.
COMPETITIVE ANALYSIS
• Bajaj Auto Limited

• Hero Motor Corp (Hero Honda)

• TVS

• Suzuki

• Harley Davidson Motorcycles (smaller engine capacity bikes –up to1000cc)

• Yamaha
PRODUCT SEGMENTATION
• RE has niche segmentation in motor bikes with a
demand of about 2.5L bikes per year. It comes in
premium and cult category with a niche market
aimed at lifestyle bikes among customers.

Leisure Bike

Cruiser Bike