The Research is aimed at the study of Royal Enfield Brand in Indian Markets – So far how they have performed and suggestions for them to grab more market share and be profitable. Every year, they have sold modest numbers but despite low numbers, they continue to command a position of respect and awe in the Indian motorcycle market. The objective of the study was to study the different product lines, marketing strategy and Brand Management of Royal Enfield Bullets in Indian market.
1. Bullet riders are mostly Value-Expressive, with an internal locus of control and a strong sense of independence.
2. The company has been cashing in on the iconic status it has and has done little to reinforce its image amongst an exploding two-wheeler market.
3. The pricing of the motorcycle might also be looked upon as conservative.
Royal Enfield has for a while now targeted the youth market with lure of freedom. However, they have done little to reinforce their position. Maybe advertising campaigns targeted at the Value-expressive customer would enable the brand to reap the benefits of its iconic position in a much more productive way. Also, most users find it imperative for the company to improve its After Sales Service and Spares availability.
it is a Royal Enfield (bullet) project report. and it's used on education propose.
in project report detail about Royal Enfiled ( bullet) motor cycle company.
CASE STUDY ON THE SUCCESSFUL JOURNEY OF ROYAL ENFIELD BULLET BIKES IN INDIAVARUN KESAVAN
Royal Enfield is an Indian motorcycle manufacturing company with factories in Chennai, India. Originally a British motorcycle company, Royal Enfield and indigenous Madras Motors, it is now a subsidiary of Eicher Motors Limited, an Indian automaker.[9] The company makes the Royal Enfield Bullet, and other single-cylinder motorcycles.[10] Established in 1893, Royal Enfield is the oldest motorcycle brand in the world still in production, with the Bullet model enjoying the longest motorcycle production run of all time.
it is a Royal Enfield (bullet) project report. and it's used on education propose.
in project report detail about Royal Enfiled ( bullet) motor cycle company.
CASE STUDY ON THE SUCCESSFUL JOURNEY OF ROYAL ENFIELD BULLET BIKES IN INDIAVARUN KESAVAN
Royal Enfield is an Indian motorcycle manufacturing company with factories in Chennai, India. Originally a British motorcycle company, Royal Enfield and indigenous Madras Motors, it is now a subsidiary of Eicher Motors Limited, an Indian automaker.[9] The company makes the Royal Enfield Bullet, and other single-cylinder motorcycles.[10] Established in 1893, Royal Enfield is the oldest motorcycle brand in the world still in production, with the Bullet model enjoying the longest motorcycle production run of all time.
royal Enfield case study and report. over all history of royal Enfield. advertisement strategy of Royal Enfield from 19th century to present. products of Royal Enfield from beginning to present.
Royal enfield- Operations, Production, market mix, brand valueAbhimanue Careless
Slide explains about operations management, production procedure, sales estimate, interesting videos (from movies), important terms in academic point of view! customize and edit ur slides accordingly ;)
https://www.facebook.com/abhi4abhimanue
abhimanue.2008@gmail.com
Royal Enfield- Financial Aspects of Marketingsdusane1
Financial management refers to the efficient and effective management of money (funds) in such a manner as to accomplish the objectives of the organization. It is the specialized function directly associated with the top management. The significance of this function is not seen in the 'Line' but also in the capacity of 'Staff' in overall of a company. It has been defined differently by different experts in the field.Royal Enfield was the brand name under which the Enfield Motor Cycle Company (founded 1909) manufactured motorcycles, bicycles, lawnmowers and stationary engines. The first Royal Enfield motorcycle was built in 1901; the original British concern was defunct by 1970. The Enfield Cycle Company is responsible for the design and original production of the Royal Enfield Bullet, the longest-lived motorcycle design in history.
The research has been conducted to know the people’s perception towards Maruti Suzuki cars. The study was conducted to know the factors that influence the purchase of Maruti Suzuki cars, also what are the people’s expectations from Maruti Suzuki cars. The problems faced by the consumers with regard to Maruti Suzuki cars were also inquired into and thereby their overall satisfaction level was studied. This is a descriptive and exploratory research and mainly primary data is used for the purpose of data collection. The results indicated that people are satisfied with the Maruti cars and it is its fuel efficiency which affects their buying behavior towards Maruti Suzuki. Also there is a lot of scope for Maruti Suzuki cars in India.
This project is about the various strategies that are used by the Hero motocorp and the various aspects of the company. the contents in the project are.
COMPANY OVERVIEW:
• History of Hero Motocorp
• Mission, Vision and Objectives of Hero Motocorp
• Milestones of Hero Motocorp
• Organizational Structure of Hero Motocorp
• Product line of Hero Motocorp
• Major competitors of Hero Motocorp
Corporate governance at hero motocorp
Social responsibility at hero
Ethical practices at hero
Environmental analysis
Strategy formulation
Corporate strategies
Important strategic move of hero motocorp
Competitor analysis
royal Enfield case study and report. over all history of royal Enfield. advertisement strategy of Royal Enfield from 19th century to present. products of Royal Enfield from beginning to present.
Royal enfield- Operations, Production, market mix, brand valueAbhimanue Careless
Slide explains about operations management, production procedure, sales estimate, interesting videos (from movies), important terms in academic point of view! customize and edit ur slides accordingly ;)
https://www.facebook.com/abhi4abhimanue
abhimanue.2008@gmail.com
Royal Enfield- Financial Aspects of Marketingsdusane1
Financial management refers to the efficient and effective management of money (funds) in such a manner as to accomplish the objectives of the organization. It is the specialized function directly associated with the top management. The significance of this function is not seen in the 'Line' but also in the capacity of 'Staff' in overall of a company. It has been defined differently by different experts in the field.Royal Enfield was the brand name under which the Enfield Motor Cycle Company (founded 1909) manufactured motorcycles, bicycles, lawnmowers and stationary engines. The first Royal Enfield motorcycle was built in 1901; the original British concern was defunct by 1970. The Enfield Cycle Company is responsible for the design and original production of the Royal Enfield Bullet, the longest-lived motorcycle design in history.
The research has been conducted to know the people’s perception towards Maruti Suzuki cars. The study was conducted to know the factors that influence the purchase of Maruti Suzuki cars, also what are the people’s expectations from Maruti Suzuki cars. The problems faced by the consumers with regard to Maruti Suzuki cars were also inquired into and thereby their overall satisfaction level was studied. This is a descriptive and exploratory research and mainly primary data is used for the purpose of data collection. The results indicated that people are satisfied with the Maruti cars and it is its fuel efficiency which affects their buying behavior towards Maruti Suzuki. Also there is a lot of scope for Maruti Suzuki cars in India.
This project is about the various strategies that are used by the Hero motocorp and the various aspects of the company. the contents in the project are.
COMPANY OVERVIEW:
• History of Hero Motocorp
• Mission, Vision and Objectives of Hero Motocorp
• Milestones of Hero Motocorp
• Organizational Structure of Hero Motocorp
• Product line of Hero Motocorp
• Major competitors of Hero Motocorp
Corporate governance at hero motocorp
Social responsibility at hero
Ethical practices at hero
Environmental analysis
Strategy formulation
Corporate strategies
Important strategic move of hero motocorp
Competitor analysis
fundamental analysis of eicher motors
business model
products they provide
management quality
market share of company
analysis of financial statement
ratio analysis
peer to peer comparision
go through fundamental analysis and take your own decision to buy, hold, sell
Paper presentation a study on royal enfied motors ltd leading beyond horizone...SalmaliDutta
Customer satisfaction- Measures the gap between consumers experience and expectation. If a consumer experience matches his expectations then he is satisfied. If a customer’s experience of a product or dealer service exceeds his/her expectations then the consumer will be delighted .And conversely if the customers experience falls short of his/her expectation then the customer is dissatisfied. Thus, customer satisfaction is the art of managing customers expectations and experience.
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Presentation on two wheeler industry with different 4 major players of this industry and analysis of PEST,SWOT & STP about industry and also about 4 players.
This documents showcases the importance of Ling term strategy by building core compentency and hence turning profitibility which builds a sustainable business.
Disrupting Lean Six Sigma; How to make Lean Six Sigma relevant to Start-Ups?Ashish Michael
How to make Lean Six Sigma relevant to Start-Ups?Lean Six Sigma is slowly dying; the era of Manufacturing Service Bases Organizations where Six Sigma focus was to reduce defect rates is past challenge is to make Lean Six Sigma relevant to Start-ups.
Advantage of 100% FDI in Indian Defence ProductionAshish Michael
It is a article written about the expected change in Indian government policy of allowing 100% FDI in defence production. It showcase the comparison how the change will be of benefit and create a WIN-WIN opportunity for both Indian manufacturing and Foreign Companies. It has been written in a fairly simple language so that a layman can also understand.
Brand activation is looking deeper into the possibilities within the brand, its strategy and position to find assets that have relevant consequences for the whole company. A brand can be activated in a range of situations, best summarized in four cornerstones; Products and services, Employees, Identity and Communication. An active brand offers products and services that deliver on the brand position. It meets the customer in a personal manner closely related to the position. It also has the same appearance independent of interface.
In other words, the customer will perceive the brand as “one coherent company” whether he or she meets it in digital or analog media, through a product, face to face or on the telephone. But brand activation is also communicating the position through advertising.
Six sigma and PMP: How can they help you togethere?Ashish Michael
This is idea of combining both Six Sigma and PMP came to me after working for nearly 5 years in Quality and Manufacturing functions of a balanced matrix organization(PMBOK). I always see Project Management not as something of future but present. So what is next, we have seen how Six Sigma brings a giant leap in quality but the problem with Six Sigma is that it is am operational tool for quality improvement. How to bring this provem concept into a project was a big challenge.
We know project is a one time activity and so we can say for design of product (DFSS), I tried to relate DFSS (Design for six sigma) with a projectized approach. And this was what I was able make. Its like a fusion, I thought this will be intresting and hence thought of sharing this “Theory” with you.
Understanding Business Culture of Shandong Machinery I&E Corporation (SDMIEC)...Ashish Michael
I was working in an Indian SOE and this created a curiosity in me regarding studying a
Chinese SOE, and understand the transition of a Chinese SOE into a Private Enterprise, the issues & problems, which are faced. I got this opportunity in SDMIEC, but for understandingthis transition I have to first understand the Chinese Business Culture. This lays the
foundation of primary and secondary objectives of my internship.
In this report I have tried to condense my 8 weeks of Internship experience at Shandong
Machinery I&E Co. Ltd (SDMIEC) in 10 chapters. I had two objectives from this internship.
One was to understand and experience Chinese Business Culture and second was to find, analyze and solve major problems faced by SDMIEC.
This is the profile of Participants fo PGPEx batch. The average experience of the batch is 5 years. And we have a diverse batch profile. If you are interested in any particular candidate or if you are interested in campus placements. Kindly contact us at the mail ID stated in Brochure. If any clarifications kindly post in comments.
I am writing this document to help out managers, who think AS9100 is a very complicated system to install, implement and follow. They have an apprehension that it requires tons of documentation and record keeping.
I will be bringing the basic outlines of how to implement a QMS (Quality Management System) from scratch, which adhere to AS9100 Rev C requirements in a very basic manner. This document alone cannot be used to implement the AS9100 Rev C; the aim of this document is to familiarize the managers about the basics of implementation of AS9100 Rev C. I have used many illustrations and also used project management concept to implement AS9100 Rev C.
DPP and its Impact on Indian Aerospace & Defence IndustryAshish Michael
In this document I have tried to analyze the effect which DPP has done on Indian Aerospace & Defence Industry. I have also elaborated the major guidelines of DPP 2011 and its latest amendment. Finally I have given some recommendation which can be included in next DPP to encourage growth of A&D sector in India.
In this document I have tried to put the basic problems faced by Marketing Managers both in B2B & B2C channels, in China. As we know China is culturally very different from the Western and Indian culture. Hence it becomes more important to understand their culture and form the marketing strategy as per that. This is a descriptive report. At the end I have tried to suggest some solutions which will help the marketing managers to be successful in China. It is really very easy to fail in China as many of Fortune 500 companies have tried and failed. Even Google is one of them, but there is always companies like Coca Cola who have a success story.
This report is only written for academic purpose.
Eurozone Crisis:Impact on Chinese & Indian EconomyAshish Michael
This report is only for academics purpose. In this report I have analyzed the events which gave rise to the economic slowdown commonly known as Eurozone Crisis. I have explained them as per the chronology of events. Further i have studies the impact of this slowdown on Chinese & Indian Economies and suggested some ways in which both India & China can pass through this phase wit
hout much damage.
As a business owner in Delaware, staying on top of your tax obligations is paramount, especially with the annual deadline for Delaware Franchise Tax looming on March 1. One such obligation is the annual Delaware Franchise Tax, which serves as a crucial requirement for maintaining your company’s legal standing within the state. While the prospect of handling tax matters may seem daunting, rest assured that the process can be straightforward with the right guidance. In this comprehensive guide, we’ll walk you through the steps of filing your Delaware Franchise Tax and provide insights to help you navigate the process effectively.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
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➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
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"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
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Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
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Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
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https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
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While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
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It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Pitch Deck Teardown: RAW Dating App's $3M Angel deck
Brand analysis of Royal Enfield
1. 1 BRAND ANALYSIS OF ROYAL ENFIELD
BY:
ASHISH JUDE MICHAEL (21012PGX105) , BALAKRISHNA P (2012PGX116), LIANZAL
VAPHAI (2012PGX113), P.BRAHAMIAH ( 2012PGX118), SATYABRATA SAHOO
(2012PGX127),VENKATESH RAO (2012PGX133)
I N D I A N I N S T I T U T E O F M A N A G E M E N T , S H I L L O N G
BRAND ANALYSIS OF ROYAL
ENFIELD
2.
2 BRAND ANALYSIS OF ROYAL ENFIELD
Acknowledgement
We would like to thank all the people who were involved with this project and whose
support and encouragement helped us complete the project. Indeed working on this
project has been a truly enriching experience for us as a team.
We are extremely grateful to Professor R.Kamle for entrusting our group with this
huge responsibility. We wish to express a profound sense of gratitude to Professor
Kamle for his generous suggestions and valuable insights, without which this project
would not have been a success.
Last but not the least, we would like to thank all our team members who participated
and contributed towards the successful completion of this project.
Entire Group
3.
Brand
Analysis
of
Royal
Enfield
3
Table Of Content
1. Executive Summary
2. Introduction
3. Product Line
4. Change In Strategy After Year 2000
5. Communication & Distribution
6. Missing Communication
7. Brand Analysis of Iconic Brand
8. Conclusion & Recommendation
Executive Summary
Executive Summary
4.
4 BRAND ANALYSIS OF ROYAL ENFIELD
Executive Summary
The Research is aimed at the study of Royal Enfield Brand in Indian Markets – So far
how they have performed and suggestions for them to grab more market share and be
profitable. Every year, they have sold modest numbers but despite low numbers, they
continue to command a position of respect and awe in the Indian motorcycle market.
The objective of the study was to study the different product lines, marketing strategy
and Brand Management of Royal Enfield Bullets in Indian market.
1. Bullet riders are mostly Value-Expressive, with an internal locus of control
and a strong sense of independence.
2. The company has been cashing in on the iconic status it has and has done
little to reinforce its image amongst an exploding two-wheeler market.
3. The pricing of the motorcycle might also be looked upon as conservative.
Royal Enfield has for a while now targeted the youth market with lure of freedom.
However, they have done little to reinforce their position. Maybe advertising
campaigns targeted at the Value-expressive customer would enable the brand to reap
the benefits of its iconic position in a much more productive way. Also, most users
find it imperative for the company to improve its After Sales Service and Spares
availability.
5.
Brand
Analysis
of
Royal
Enfield
5
Introduction
Indian automobile industry
The automobile industry in India is the ninth largest in the world with an annual
production of over 2.3 million units in 2008. In 2009, India emerged as Asia's fourth
largest exporter of automobiles, behind Japan, South Korea and Thailand.
India’s automobile sector consists of the passenger cars and utility vehicles,
commercial vehicle, two wheelers and tractors segment. The total market size of the
auto sector in India is approximately Rs 540 billion and has been growing at around 8
percent per annum for the last few years. Since the last four to five years, the two
wheelers segment has driven the overall volume growth on account of the spurt in the
sales of motorcycles. However, lately the passenger cars and commercial vehicles
segment has also seen a good growth due to high discounts, lower financing rates and
a pickup in industrial activity respectively.
Major automobile manufacturers in India include Maruti Udyog Ltd., General Motors
India, Ford India Ltd., Eicher Motors, Bajaj Auto, Daewoo Motors India, Hero Honda
Motors, Hindustan Motors, Hyundai Motor India Ltd., Royal Enfield Motors, TVS
Motors and Swaraj Mazda Ltd.
With the economy growing at 9% per annum and increasing purchasing power there
has been a continuous increase in demand for automobiles. This, along with being the
second largest populated country, makes the automobile industry in India a very
promising one.
Indian two wheeler market
Ever since the old Lambretta scooter was replaced with the flurry of vibrant two
wheeler models, Indian two wheeler industry has seen a phenomenal change in the
way they perceive the Indian market. Two wheeler manufacturers are now competing
in an ever growing consumer market by bringing out new products and features. The
6.
6 BRAND ANALYSIS OF ROYAL ENFIELD
country has now grown into the second largest producer of two wheelers in the world.
Currently there are around 10 two-wheeler manufacturers in the country, and they are
Bajaj, Hero, Hero Honda, Honda, Mahindra/Kinetic, Royal Enfield, Suzuki, TVS, and
Yamaha.
There have been various reasons behind this growth. Because of poor public transport
system, the citizens found convenience in two wheelers. Added to this is the fact that
the average Indian still does not have the purchasing capacity for a more expensive,
four wheeler.
The Indian two wheeler industry can be divided into motorcycles, scooters and
mopeds. The consumer has changed his preference from mopeds to scooters and then
to motorcycles. The trends seen in the past few years include females increasingly
using two-wheelers for their personal commutation and various two wheeler
manufacturers designing vehicles specially to cater to needs of this segment. One of
the earliest revolutions in this industry was Kinetic’s introduction of the concept of
electronic/self-start and automatic gears which made two wheelers comfortable and
useable by women, when compared to old Bajaj Chetak advertisements which showed
middle aged females riding a Bajaj Chetak scooter. A recent trend in the industry has
been electric vehicles, which mostly leverage on their eco-friendliness and low
operating costs, but is still not accepted well due to the lack of reputation of the
manufacturers and lack of trust on technology, which is still being perceived in the
nascent stages, especially battery and inverters which prove to be very expensive
components. TVS recently leveraged this opportunity by launching a hybrid model of
their non geared scooter – TVS Scooty. The end of the last decade saw Bajaj taking a
radical decision to do away with the Scooter range and completely concentrate on
motorcycles, especially stating change in customers preference as the main reason.
The customers are left without a choice in most cases than to migrate from the
traditional scooters of the Indian family to the all youthful bikes that one’s son rides
to college.
7.
Brand
Analysis
of
Royal
Enfield
7
Profile of the Organization
In 1893, the Enfield Manufacturing Company Ltd was registered to manufacture
bicycles by 1893, as Enfield Manufacturing Co. Ltd. By 1899, Enfield were
producing quadricycles [ with De Dion engines and experimenting with a heavy
bicycle frame fitted with a Minerva engine clamped to the front down tube. In 1912,
the Royal Enfield Model 180 sidecar combination was introduced with a 770 cc V-
twin JAP engine which was raced successfully.
Royal Enfield motorcycles made in England were being sold in India from 1949. In
1955, the Indian government looked for a suitable motorcycle for its police and army,
for patrolling the country's border. The Bullet was chosen as the most suitable bike
for the job. The Indian government ordered 800 350 cc model Bullets. In 1955,
the Redditch company partnered with Madras Motors in India to form 'Enfield India'
to assemble, under licence, the 350 cc Royal Enfield Bullet motorcycle
in Madras (now called Chennai). The first machines were assembled entirely from
components shipped from England.
Royal Enfield are the makers of the famous Bullet brand in India.
Established in 1955, Royal Enfield (India) is among the oldest
bike companies.. Bullet bikes are famous for their power, stability
and rugged looks. It started in India for the Indian Army 350cc
bikes were imported in kits from the UK and assembled in Chennai. After a few
years, on the insistence of Pandit Jawaharlal Nehru, the company started producing
the bikes in India and added the 500cc Bullet to its line. Within no time, Bullet
became popular in India.
Bullet became known for sheer power,
matchless stability, and rugged looks. It
looked tailor-made for Indian roads.
Motorcyclists in the country dreamt to
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drive it. It was particularly a favorite of the Army and Police personnel.
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. Apart from bikes,
Eicher Group is involved in the production and sales of Tractors, Commercial
Vehicles, and Automotive Gears.
Royal Enfield made continuously incorporating new technology and systems in its
bikes. In 1996, when the Government of India imposed stringent norms for emission,
Royal Enfield was the first motorcycle manufacturer to comply. It was among the few
companies in India to obtain the WVTA (Whole Vehicle Type Approval) for meeting
the European Community norms. Today, Royal Enfield is considered the oldest
motorcycle model in the world,spanning 3 centuries and still in production and Bullet
is the longest production run model.
The company is marching on with its tagline- "Made like a gun, goes like a bullet"
Profile of the Products
Royal Enfield Bullet 350
One can be a part of classical prominence by
having a ride on Royal Enfield Bullet 350, a
macho bike which is stylish as well. The brawny
is laden with plenty of attention grabbing
features like traditional designing, astonishing
power of 18 bhp from air cooled, 4 stroke
engine, large wheels, and better sitting for
superior riding. This has been the classical offering from Royal Enfield and the
engineering and the design has remained unchanged over the years. It has remained
the flagship product with the other products being perceived more as derivatives of
this motorcycle rather than standalone products.
Royal Enfield
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Bullet 500 (Cast Iron)
Royal Enfield Bullet 500 is a classic bike having vintage styling. The bike has hand-
painted pin stripes, a 4-speed transmission, double leading shoe front brake and was
touted as the powerhouse model with a whopping 27 bhp output. While the bike
looked mostly similar to the Standard 350cc offering, its bigger engine made it a more
potent vehicle to have on long rides.
Royal Enfield Bullet Electra 4S
Royal Enfield motorcycles were renowned for having problems starting because of
their CB Point Ignition systems. In an attempt to break this negative image, the
company came up with Electra. Electra was in effect a Standard 350cc but had a CDI
Ignition system.
This paved the way for the newer bikes from Royal Enfield which now have Digital
TCI as a a part of the standard package.
Royal Enfield Lightning 535
Looking for an image makeover back in 2001, Enfield came up with Lightning. It was
a Limited Edition 535cc motorcycle. The
single-cylinder, air-cooled 535cc engine was
the largest SCAC engine for any motorcycle
in the world. The bike received limited
acceptance amongst users and was
discontinued after 2006 but it succeeded in
rebuilding the power-bike image of Royal Enfield amongst the enthusiasts.
Royal Enfield Bullet Electra 5S
With Electra 4S receiving quite a lot of
acceptance, Royal Enfield decided to add
a few
more
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features to align themselves with the more contemporary manufacturers. From a right-
hand side 4-speed gear shift, they moved to a left-hand side 5-speed gear shift. Disc
brakes also made an entry, with the 280mm disc being the largest in the country. This
has been one of the most successful models from Royal Enfield and was to a large
extent responsible for the revival of the brand during the turn of the millennium.
Royal Enfield Bullet Machismo
Machismo is Royal Enfield’s “chrome monster”. Resplendent with chrome, they are
available in both 350cc and 500cc variants. They were the first bikes to have the now
legendary Lean Burn AVL Engines. These were the result of Royal Enfield’s
collaboration with an Austrian Engine manufacturer, AVL.
Royal Enfield Thunderbird Bike
Royal Enfield Thunderbird is a powerful bike
which for the first time broke off from the ‘Bullet’
look. They were modeled similar to the cruisers
available worldwide and were positioned as a
tourer’s choice. It has developed into a strong
marquee itself and continues to remain a brand
name despite engineering changes that went into it. It started as a 350cc AVL Single-
Spark Engine. Today the Thunderbird Twinspark is a 350cc Unit Construction Twin-
spark Engine with about 20 bhp output.
Royal Enfield Classic
In 2008, Royal Enfield unveiled its latest offerings – the Classic 350 and the Classic
500.Styled in the vintage 50’s look, they came with
18 inch tyres, Unit Construction engines and the look
and feel of a vintage. Priced at 1.3 lakhs and 1.7 lakhs
respectively, the 350cc and the 500cc variants are
slowly gaining popularity amongst users for the lower
ride height, the greater power and above all, the
vintage feel of the bike.
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Change in Strategy after Year 2000:
Marketing Mix:
Product: Product which is the ruff & tuff all terrain motorcycle. It has been upgraded
with technology such as EFI (Electronic Fuel Injection) for better response, heavy
cast iron diesel engine of the earlier model has been replaced by a lighter but equally
power full single cylinder four strike petrol engine which is made from aluminum.
The gears have removed from the right side to left side to need general standards. But
it was ensured that the “VINTAGE” and “Macho” appeal of the bike is not damaged.
Place:
The market of Royal Enfield can be divided basically into two segments:
1. Metropolitans: Teir 1 &Teir 2 Cities.
2. Small Cities: Teir 3 &DH (District Headquarters)
But in both the market it commands premium position.Hence the showrooms must be
opened in the prime locations of the cities irrespective of metropolitans or small
cities.
Promotion:
It is promoted in MENs magazines, Adventure magazines, local print media,
adventure trips ie. Himalayan Odyssey and Fan Clubs.
Price:
It is premium product hence demands a premium price.
Segmentation, Targeting & Positioning (STP)
Segmentation: It is segmented as a leisure and adventure curser bike. Though in Tier
3 & DH market it is associated with the social/status symbol.
Targeting:It is targeting Bikers in the age group of 25-45 years of age, they are
working executives as in the case of Tier 1 & 2 Cities and young, rich & powerful in
terms of Teir 3 & DH.
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Positioning:In Tier 1 & 2 cities it is positioned as a leisurely, adventure, curser bike.
But in Tier 3 & DH it is a bike which shows your social status is a symbol of your
power in society.
Communication and distribution
• India’s first cult bike.
• Its an iconic brand to stay true to character and be proud of what is represents.
• Customers are value expressive, sense of independent
• Campaigns – use cinema, print media
• Leave Home campaign - Thunderbird
• Exhibitions – Photography
• The art of Motor cycling 2010.
• Sponsors trips/events
• Mark rides, Member rides through out the year
• Organizes “Himalayan Odyssey”
• Publications – The beat, coffee table book etc.
• Forums, clubs, events
• No proper service channel structure
• Limited number of Royal Enfield zones
• Established the field quality RAF
• New company owned showroom
• After sales service is problem.
• Dealerships and expansion
The Missing Communication
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If we observe through the Ad word the first Ad of Bullet in year around 1960 shows
bullet as “SHAAN KI SAWARI” , which hits the bulls eye of showcasing it as a
premium product and associated with pride of the owner.
Then we can see the strategy to attract the youth, when Bullet was shown in Sholey
with Jai &Veeru driving it in the famous song “YEH DOSTI HUM NAI
CHORENGE” this gave a boost to brand equity of Royal Enfield. It was the 1970 and
it included the youth in the market base of bullet.
The 1980s saw the entrance of Yamaha & Hero Honda. Yamaha was having
excellent pick up and Hero Honda had excellent mileage. The problem started when
Royal Enfield wrongly identified them as its competitors and started to compete with
them. They shifted their focus from the present loyal customers to the mass & much
younger generation. Their “Bullet- Machismo” Ad clearly shows the confusion in
their strategy. First time in the history a lady model was used, bullets was never
shown as a tool to impress girls. They had shown the impossible stunts which are
impossible with a bike like Bullet. Bullet was for “Joy of Riding”
,”Adventure”,”Shaan”. Thus the phase from 1990 to 2000 can be called a dark phase
and it nearly killed the “Royal Enfield” brand. Even the new masters of “Royal
Enfield” who acquired them in 1994 were planning to shut down the Brand.
But things change a young man who was a die hard fan of Royal Enfield Mr. Lal took
charge of “Royal Enfield” he upgraded the bikes with modern technology but
keeping intact the “Vintage” and “Macho” attributes of Brand. He promoted Fan
Clubs, increased visibility through accessories, Organized events like “Himalayan
Odyssey” and launched the Ad campaign in 2004 “JAB BULLET CHALE TU
DUNIYA RASTA DE”. He re-launched the Bullet “Classic” series. And all this
revived the brand “Royal Enfield”.
Still there are some issues, which Royal Enfield has to solve but never the less it
seems they are on the right track.
The brand Analysis of Iconic Royal Enfield
The year 2000 could have been decisive. That was when the board of directors
at Eicher Motors decided to either shut down or sell off Royal Enfield - the company's
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Chennai-based motorcycle division, which manufactured the iconic Bullet
motorbikes. For all its reputation, the sales of the bike was down to 2,000 units a
month against the plant's installed capacity of 6,000; losses had been mounting for
years. Though the bikes had diehard followers, there were also frequent complaints
about them - of engine seizures, snapping of the accelerator or clutch cables, electrical
failures and oil leakages. Many found them too heavy, difficult to maintain, with the
gear lever inconveniently positioned and a daunting kick-start.
Just one person stood up to the board, insisting Royal Enfield should get
another chance. He was Siddhartha Lal, a third generation member of the Delhi-based
Lal family, promoters of the Eicher group of companies. Lal, then 26, was an
unabashed Bullet fan: he even rode a redcoloured Bullet while leading the baraat
(procession) to his wedding venue, instead of the traditional horse.Lal felt Royal
Enfield could still be saved. The bike had its reputation, a cult following, an instantly
recognisable build, and aspirational value. Changes had to be made to keep up with
the times and make the bike more acceptable, and therein lay the problem. Royal
Enfield fans liked the bikes exactly the way they had always been
Retaining the bikes' rugged looks was a given, including the build, the design
of the head lamp and the petrol tank. But should the gears be shifted close to the
rider's left foot - as in most bikes - or retained on the right side? The question gave
Lal and his team many sleepless nights, since long time users were dead opposed to
the change. The engine was another thorny question. The old cast iron engine was a
relic of the past. Its separate gear box and oil sump design made it prone to oil leaks
and it seized up very often. Its ability to meet increasingly strict emission norms was
also suspect. A modern aluminium engine would eliminate these problems, but it
would lack the old engine's pronounced vibrations and beat - which Royal Enfield
customers loved. Laws of physics made it impossible to replicate these with the new
engine.
But the new engine, unlike the old, had hydraulic tappets, a new engine
arrangement, new metal and fewer moving parts. Obviously, it did not produce the
vibrations and the beat of the old, but international experts were consulted and sound
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mapping carried outfor over 1,000 hours to ensure it produced the maximum rhythmic
vibrations possible and a beat, which was 70 per cent of the amplitude of the original.
The new engine had 30 per cent fewer parts and produced 30 per cent more
power than the old, with better fuel efficiency. By 2010, all Royal Enfield models had
begun to use the new engine. Two other problems needed to be addressed: the quality
of some of the components Royal Enfield bikes were using, and the sales experience.
To tackle the first, shop floor processes were fine-tuned, while suppliers were
exhorted to improve quality levels. Royal Enfield also embarked on a large scale
internal exercise to tone up performance.
Today, Royal Enfield's problems are of a different kind. How should it scale
up without diluting brand equity? It also faces challenges from iconic global brands
such as Harley-Davidson which has entered the Indian market. With other options
available, will its customers continue to sit out the six-month period it takes to
provide deliveries?
The questions before Royal Enfield now: what is the pen profile of its
prospective buyer? How is this pen profile different for different offerings of Royal
Enfield? For instance, Bajaj says while its 'Pulsar' is an India bike (urban), its Boxer is
a 'Bharat' bike (rural). In this sense the buyers for each of the company's offerings
must be clear. Also will the niche that appealed yesterday, appeal today? What should
Royal Enfield do to get today's aspirers on board? What are the volumes it hopes for
in this niche? How to stay profitable there? These will be the questions for tomorrow.
In order to augment the production for growing market demand, your
company has acquired 50 acres of land for construction of its new manufacturing
facility at Oragadam, Chennai, Tamil Nadu. This will enhance Royal Enfield’s annual
production capacity to 150,000 units. The new facility is expected to commence
production in first half of 20131.
The Company is strenuously working to ensure that the opportunities are
converted into profitable growth. A critical element in this strategy is to continually
expand the customer offering. At the 2012 Auto Expo, Royal Enfield previewed - its
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new motorcycle—Thunderbird 500. It is fitted with UCE (Unit Construction Engine)
and a host of design enhancements. - its all-new Café Racer model which will
launched in 2013 - a range of purpose built motorcycle gear. The collection included
biker apparel, bike and riding accessories.
Every year, the Company conducts a study to develop a comprehensive 360°
view on the opportunities, risks and threats to the business. These include areas such
as markettrends, new competition, changing customer preferences, disruptions in
supplies, product development, talent management etc.
The Company has robust ERP systems based on SAP platform. This ensures
high degree of systems based checks and control.
The Royal Enfield unit was able to produce and sell 42% more motorcycles in
2011 as compared to 2010. Total sales volume of Royal Enfield in 2011 was 74626
motorcycles as compared to 52576 in 2010. Total income for the year was 6,709.5
MINR, 51.6% growth over previous year1.
Even during 2008 recession, when auto sector was severely damaged, Royal Enfield
Bullets had very good performance in terms of sales. It can be seen from the below
bar graph
Conclusion and Recommendations
The conclusion is
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1. The buying behavior is governed predominantly by the need for Power and
respect for the iconic Brand.
2. The internal locus of control is by and large dependent on the Sense of Control
the motorcycle offers and also on the Sense of Freedom that users associate
with it.
3. Users are mostly Professional Males, 25-45 years of age, including some
students.
4. Users’ display mostly Value-Expressive behavior and Ego-defensive behavior
is not seen amongst responses.
5. People who choose not to buy Bullets do so because of high price,
maintenance and spares hassles and also because some feel they are not built
for it.
6. Advertisements are rarely recalled and are highly ineffective amongst non-
Bullet riders.
7. Bullets are perceived as low on cost-effectiveness, but high on ride comfort
and reliability.
The Recommendations are
1- Improved Sales and Service Network by Franchise or dealership on Profit
Sharing Basis
Royal Enfield doesn’t have a very good sales and service network. Marketing
the product is not limited to sales only. There should be extensive network of
service centers so that customers have a very good bullet experience The
customer should get the service network similar to that of Maruti –Suzuki.
Also a helpline number should be launched, and on calling this, customers can
avail of service even in some remote localities
2. Marketing Communication should focus on satisfying the needs for Respect,
Power and Comfort.
3. A non-flamboyant well-built brand ambassador may be chosen to represent
the Brand. John Abraham was choosen as Brand ambassador for 1 yr but some
macho personality like- Sanjay Dutt or Akshya Kumar should be chosen to
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give a young and adventurous personality to the brand. They should display
bullet in some action movie, as it was shown in Sholay to attract the young
towards it.
4. RE should tie up with adventurous students or corporate executives and
arrange adventurous trips on weekends to locations- like Cherapunji, lonaval
etc. brand Amabsaddor should join them occasionally to promote the event.
Television Commercial spots are more remembered than Print Advertisements
even when they are over 6 years old. So users should be given the chance to
video shoot their trips and share with other TV viewers. Lucky users should be
offered a chance to meet the Brand executive on next trip
5. They should tie-up with adventurous brands like Thumps Up or Mountain dew
to give a complete revamp of branding.
6. The RE Apparels available on their exclusive stores should be made available
in college counters to make them available to the young students. It will create
awareness among youth and more of them will feel proud using the apparels
like- bag, jacket, boots etc
7. They can plan to export RE to other developing economies like- Brazil, China
and Russia to capture the market there
Royal Enfield should concentrate on building around the iconic status it already
enjoys if it plans to attract customers migrating to other manufacturers.