Royal Enfield - Company Profile Royal Enfield Motor cycles History Created By SHINOJ

1. SANTHOSH. N
SHAILESH. P
SHINOJ
V. ARUN
VADIRAJ
VISHAKH VASUDEVAN

2. HISTORY
o 1891
R W Smith and Albert Eadie took over the Townsend
cycle co. of Enfield Road in Redditch, UK, and formed
Enfield Manufacturing Co. ltd.
o 1901
The first Royal Enfield motor cycle is produced.
o 1932
The legendary “Bullet” motor cycle is born.
o 1939
Royal Enfield produced large quantities of motor
cycles and bicycles during World War II, including well
known flying flea.
o 1949
Royal Enfield motorcycles were being sold by Madras
Motors of K R Sundaram Iyer.

3. HISTORY
o 1955
The Redditch Co. partner Madras Motors in India to form
‘Enfield India’.
o 1956
The Tiruvottiyur factory opens and Bullet begin to be
manufactured under license.
o 1970
The Enfield cycle company in the UK goes out of
Business, production in India continues without
interruption.
o 1977
Enfield India begin to export 350cc Bullets to the UK.
o 1994
The Eicher Group acquires Enfield India ltd. The co.
name changes to Royal Enfield Motors ltd.
o Ride Continues

4. VISION AND MISSION
• VISION “To be recognized as the industry leader driving
modernization in biking in India and the developing world”
• MISSION “Aims to continuously improve biking efficiency
in India and developing markets. Customers are the
integral part of the Organization & Creating a Family of
Bikers Bond”

5. STP ANALYSIS
OF

6. SEGMENTATION
• Middle and upper middle class people who want
a bike that is stylish and powerful.
• Segmentation is mainly based on gender and
income.
• Earlier the segmentation was also based on age
(mostly middle aged men and above).

7. TARGETING
• The target market of Royal Enfield is mainly men aged 20
and above.

8. POSITIONING
• A powerful motor cycle for adventure and
long rides.

9. THE 4 P’S OF
MARKETING

10. PRODUCTS
CRUISER RETRO
STREET
STANDARD
STREET CAFÉ
RACER
HIMALAYAN
ACCESSORIES
• Thunderbird 500
• Thunderbird 350
• Classic 350
• Classic 500
• Classic squadron blue
• Classic desert storm
• Classic chrome
• Classic battle green
• Bullet 350
• Bullet 500
• Continental GT
• Jackets
• Helmet
• Riding Accessories
• Off-road

11. PRICE
• The price range of Royal Enfield starts
from 1,16,000 to 2,10,000 (ex-
showroom).

12. PROMOTION
• They promote mainly through Rides.
• They have very less advertisements.
• Movies
• Social media.

13. PLACEMENT
• There are more than 500 showrooms and
service centers in India.

14. SWOT analysis of

15. STRENGTH
• Size and scale of parent company
• Effective Advertising Capability
• Committed and dedicated staff
• High emphasis on R and D
• Experience in the market
• Established brand
• Established market channel
• Power, Speed & Acceleration

16. WEAKNESS
• Not much emphasis on aggressive selling
• Weak product diversity
• Weight of the motor cycle can be an issue for few customers.
• Mileage of high cc bikes is an issue.

17. OPPORTUNITIES
• Growing premium segment
• Increasing dispensable income
• Environmental concerns
• Exports increasing
• Very strong demand in the 100cc.segment dominated by limited players.

18. THREATS
• Cut throat competition
• Increasing number of players in the market
• Rising raw material costs
• Increasing rates of interest on finance

19. LOGO EVOLUTION

20. CONCLUSION AND INTERESTING FACTS
• In the year 2014, Royal Enfield surpassed the sales of Harley
Davidson motorcycle manufacturing company on a global scale.
• Most used motorcycle in World Wars.
• Hand painted Petrol tanks.
• Competitors – Bajaj, Harley Davidson

21. THANKS
RIDE ON…