Presentation on how Royal Enfield manages it's brand image

2. Started in 1901
Partnered with
Madras Motors in
1951
Now in Chennai

3. History

5. Segmentation
Leasure and Adventure Bikes
Target
Bikers, 25-45 years , Working executives
Positioning
Social/Status Symbol,
Need to be part of the RE Club

6. The Brand
•india’s first cult bike
•Its an iconic brand to stay true to character and be
proud of what it represents
•Customers are value expressive ,sense of
independence
•Campaigns–use cinema ,print media
•Leave Home campaign-Thunderbird

7. •The art of Motorcycling 2010.
•Sponsors trips/events
•Mark rides , Member rides throughout the year

8. Jai & Veeru in Sholay riding a Royal Enfield

10. Organizes “Himalayan odyssey”
•Publications–The beat, coffee
table book etc.
•Forums ,clubs ,events

14. Om Banna (also called Om Bana and Bullet Banna) is a shrine located in Pali
district near Jodhpur, India, devoted to a deity in the form of a motorcycle