Marketing strategy of royal enfield .

1. SUMMER TRAINING REPORT
ON
“MARKET STRATEGY OF ROYAL ENFIELD WITH SPECIAL
REFRENCE TO PARAMARTH AUTOMOBILES”
Submitted in partial fulfillment of the requirements for the award of the
degree of
BACHELOR OF BUSINESS ADMINISTRATION
in
Integral University, Lucknow
Under the Guidance of Submitted by
Dr. Farhina Sardar Khan Jiyaul Mustafa
(Assistant Professor) BBA -3rd year
Roll No : 1501029039
Session : 2017-18
Department of Commerce and Business
Management
Integral University, Lucknow

2. INTRODUCTION
 Royal Enfield was a brand name under which The Enfield
Cycle Company Limited of Redditch, Worcestershire sold
motorcycles, bicycles, lawnmowers and stationary engines
which they had manufactured. Enfield Cycle Company also
used the brand name Enfield without Royal
 The first Royal Enfield motorcycle was built in 1901 by
Robert Walker Smith and Albert Eadie . The Enfield Cycle
Company is responsible for the design and original
production of the Royal Enfield Bullet, the longest-lived
motorcycle design in history.
 Royal Enfield motorcycles had been sold in India since 1949.
In 1955, the Indian government looked for a suitable
motorcycle for its police and army, for use patrolling the
country's border.

3. LIFE AT ROYAL ENFIELD
 Royal Enfield brings together the best minds in an
environment that inspires great performance and
welcomes diverse views.
 The attitude of ‘customer first’ and believe in
bringing new and innovative approaches to our
work.
 Challenge ourselves and others, and insist on the
highest ethical standards. At Royal Enfield, we work
together with pride and passion to offer a pure
motorcycling experience to Royal Enfield riders
worldwide.

4. MISSION
• Achieving Customer Delight .
• Excellence in technology and engineering .
• Continuous Improvement and Learning
• Teamwork, training, transparency, people -
based management and internal customer
satisfaction .
• Protection of working environment that
promotes safety and health of our
employees .

5. .
• To become Customers’ first choice,
by focusing organizational energy
on understanding and delivering on
their need for state-of-the-art
technology .
VISION
• cost and quality benchmarks,
and overall relationship,
which they expect from a
world class supplier

6. ORGANISATION CHART
DIRECTOR
( RAJEEV SAXENA )
EXECUTIVE MANAGER
(SANJAY SINGH)
JIYAUL MUSTAFA

7. OBJECTIVES OF STUDY
 To study the marketing strategies of motorbikes in
automobile sector .
 To study the marketing strategies adopted by Royal
Enfield .
 To study the various models ,features and its demand in
market.
 To examine the satisfaction level of customers using
various models of Royal Enfield
 To give suggestion regarding sale promotion strategies in
Royal Enfield.

8. AUTOMOBILE
 Automobiles are used to transport people
 and items from one location to another
location. After years or various designs,
inventors were able to develop a
functional general design that is utilized by
major automakers as the foundation of
their designs.
STRATEGIES
• SALE PROMOTION
• BUILD BRAND VALUE
• TARGET SPECIFIC CUSTOMER

9. MARKETING STRATIGIES ADOPTED BY
ROYAL ENFIELD
To understand how Royal Enfield (RE) manages to keep
customers loyal in a country where :-
• Petrol prices are very high and the Fuel Average of RE
Bikes is lower as compared to competitors .
• Comparatively cheaper and good designer bikes which
provide new advanced features are available.
• Other companies heavily advertise their bikes, whereas
RE hardly uses advertisements .
 Sale Promotion.
 Build Brand Value.
 Target Specific Customer.
 Immediate Response towards customer.
 Immediate solution Workshop.

10. VARIOUS MODELS OF
ROYAL ENFIELD
 There are 3 type of Royal Enfield
1. Royal Enfield Bullet Electra
2. Royal Enfield Classic 350
3. Royal Enfield Thunderbird
ROYAL ENFIELD BULLET ELECTRA
Features :-
Two wheeler
Displacement (cc): 346
Fuel tank capacity (litre): 13.5
Engine type: Single cylinder, 4 stroke, twin spark
Starting method: Kick start, Electric start
Kerb weight (kg): 187

11. ROYAL ENFIELD CLASSIC 350
FEATURES :-
Royal Enfield Classic 350 Specifications
• Single Cylinder, 4 stroke
• Height • 1090 mm (Without Mirrors)
Kerb Weight 192 Kg (with 90% Fuel & Oil)
Fuel Capacity 13.5 Ltr

12. ROYAL ENFIELD THUNDERBIRD
Displacement (cc): 346
Fuel tank capacity (litre): 20
Engine type: Single cylinder, 4 stroke, twin
spark, air cooled
Starting method: Kick start, Electric start
Kerb weight (kg): 185 kg
FEATURES:-

13. Effective Sales Promotions
Strategies
1. Price savings, including
discounts, coupons or added
value offers.
2. Immediate solution workshop
3. Build Brand Values.
4.Customer Satisfaction.
5.Immediate solution workshop
6.Delight your customer

14. RESEARCH METHODOLOGY
I have taken primary and secondary data both. But my whole report
based on the secondary data.
THE RESEARCH REPORT
The report is the result of a survey which was undertaken in Lucknow
city. The objectives of the project has been fulfilled by getting response
from the customer associated to these segments through a personal
interview in the form of a questionnaire. The responses available through
the questionnaire are used to evaluate the brand loyalty for the products
of Royal Enfield and the willingness of the customer to purchase its
products on future.
The project also covers an analysis of the switch over of customers to
competitors products in the market.

15. THE RESEARCH PROBLEM
The problem formulation is the first step to a successful
research process. The project undertake the problem of
analyzing the customer satisfaction level of the Royal
Enfield Bikes and to find the brand loyalty of the
product in comparison to other products.
THE RESEARCH OBJECTIVE
Based on the problem the objective of the research is
divided into two which are as follows:
Primary Objective:
To analyse brand loyalty of customers towards the
company’s products range

16. THE RESEARCH DESIGN
The research design used in the project is Descriptive
research design. The investigation is carried upon the
customers in Lucknow city. The reason for choosing this
design is to get responses from the customers so that their
perception about the products of the company and their
loyalty could be predicted.

17. THE DATA SOURCE
The data has been taken from two sources
 Primary data source
The primary data source has been collected through questionnaire by personally
interviewing each respondent on a number of queries structured in a
questionnaire.
 Secondary data source
Secondary data was collected from following sources
Prior research reports
Websites
Books
Newspaper
Personal consultation

18. THE AREA OF WORK
The field work is conducted in the Lucknow city in Particular show room
situated in Badshah Nagar lucknow .
THE ANALYTICAL TOOLS USED
The analytical tools used are mostly graphical in nature which include
Pie charts
 Cylindrical charts
 Column charts
 Tables showing percentage
THE SAMPLE SIZE
The sample size consists of 50 units

19. DATA ANALYSIS AND
INTERPRETATION
Q1: Are you a user of motorbike?
INTERPRETATION
It can be concluded from the graph that:
• 84% of the customers own a motorbike.
• 16% of the customer do not own a motorbike.
Respondents Percentage (%)
Yes 42 84%
No 8 16%
84%
16%
Yes
No

20. Q2. WHICH BRAND OF MOTORBIKE ARE YOU
USING?
Interpretation
It can be concluded from the graph that:
36% customers use Royal Enfield
24% customers use Bajaj
8% customers use TVS
16% customers use Hero
14% customers use LML
2% customers use others
Respondents Percentage (%)
Royal Enfield 18 36%
Bajaj 12 24%
TVS 4 8%
Hero 8 16%
Lml 7 14%
Others 1 2%
36%
24%
8%
16%
14%
2%
Royal Enfield
Bajaj
TVS
Hero
Lml
Others

21. Q3. WHICH FEATURE DO YOU LIKE IN YOUR
BIKE?
INTERPRETATION
It can be concluded from the graph that:
50% are like low maintenance feature
20% are like mileage
20% are like Acceleration
10% are like Comfortable
Respondents Percentage (%)
Low Maintenance 25 50%
Mileage 10 20%
Acceleration 10 20%
Comfortable 5 10%
50%
20%
20%
10%
Low Maintenance
Mileage
Acceleration
Comfortable

22. Q4: WHO WAS THE DECISION MAKER FOR PURCHASING
BIKE ?
INTERPRETATION :
It can be concluded from the graph that:
40% respondent says father are decision maker in Father
12% respondent says father are decision maker in Mother
4% respondent says father are decision maker in grandfather
11% respondent says father are decision maker in myself
Respondents
Percentage
(%)
Father 20 40%
Mother 6 12%
Grand Father 2 4%
Myself 22 11%
40%12%
4%
11%
Father
Mother
Grand Father
Myself

23. Q5: . WHAT IS THE MADE OF PAYMENT TO PURCHASE
BIKE
Interpretation
It can be concluded from the graph that:
70% respondent says cash are the payment to purchase bike
20% respondent says cheque are the payment to purchase bike
6% respondent says credit card are the payment to purchase bike
4% respondent says debit card are the payment to purchase bike
Respondents Percentage (%)
Cash 35 70%
Cheque 10 20%
Credit Card 3 6%
Debit 2 4%
70%
20%
6%
4%
Cash
Cheque
Credit Card
Debit

24. FINDINGS
The findings are based on the responses from the
respondents. These are as below:
• 85% of the respondents are owning a motorbike while 15% do not
own motorbike but instead may own scooter etc.
Popularity of Royal Enfield in comparison to competitors
• 34% of the respondents prefer Royal Enfield, 25% prefer Bajaj, 16%
for Honda and LML, 8% for TVS and 1% others.
Most popular product of Royal Enfield
• 33% of the respondents prefer Splendor, 25% for Dawn, 17% for
Passion, 12% for CBZ and 8% and 5% for Glamour and Karizma
respectively.

25. LIMITATION
The limitation of the survey are narrated below:
• The project is valid for Lucknow city only.
• It was not possible to cover each and every showroom due
to time constrains.
• There may be some biased response form the respondents
• Some respondents did not provide the full data.

26. CONCLUSION
• Study which we conducted on the two wheeler automobile sector is a very
important topic of automobile sector.
• Two wheeler automobile sector is the backbone of the automobile sector in India.
After deep research, analysis and getting information about companies as
formulated that the two wheeler automobile companies achieved success in the
market.
• Through out the study we found the Two wheeler manufacturer having very new
and modern technology in their bikes, they have a good market share in India,
many of MNC's like Royal Enfield, Honda, Yamaha ,Suzuki are also giving large
competition.

27. BIBLIOGRAPHY
BOOKS AUTHORS
Marketing Management : Philip
Kotler
 Marketing Research J.K. Sharma
 Research Methodology C. R. Kothari
Websites
www.herohonda.com
www. Royal Enfield.com
www.honda.com
www.hero.com
www.Altavista.com
www.google.com

28. QUESTIONNAIRE
Name :
…………………………………………………………………
Occupation :
…………………………………………………………………
Address :
…………………………………………………………………
Q1. What is your age?
Q2. Are you a user of motorbike?
Yes
No
Q3. Which Brand of motorbike are you using?
Hero
Honda
Bajaj
LML
TVS
Others

29. Q5. Which feature do you like in your bike?
Low Maintenance
Mileage
Acceleration
Comfortable
Q6. Why did you prefer Royal Enfield above others?
Mileage
Good after sales service
Resale value
Appearance
Q7. What will you rate your present Bike performance?
Poor
Satisfactory
Fair
Good
Very good
Excellent
Q8. Who is the decision maker in family for purchasing bike
Father
Mother
Grand Father
Myself
Q9. What is the made of payment to purchase bike
Cash
Cheque
Credit Card
Debit

30. THANK YOU