Marketing strategy followed up by organization for growth

1. MARKETING STRATEGIES
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2. GROUP 11
Abhishek Chaudhary (2017SMN6543)
Gaurav Saraswat (2017SMN6544)
Hemaabh Sethi (2017SMN6545)
Deepali Singh Parmar (2017SMN6550)
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Program Coordinator : Prof. Harish Chaudhary

3. Eicher Motors Ltd
• Indian company- manufacturing of
automobiles and other commercial and utility
vehicles.
• CEO and MD is Siddhartha Lal.
• Over the years, it has also become the most
touted brand for leisure biking that is now
keen on spreading its wings beyond India.
• Setting in place a new thinking paradigm which
involves a shift from the traditional B2B to the
more contemporary B2C space.
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4. History
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5. Marketing Strategy
• Create customer value and achieve customer relationships.
• Create and retain satisfied customer.
(traditional B2B to the more contemporary B2C space, transiting
from a traditional manufacturing mindset to being more consumer-
driven/consumer brand, understanding consumer, markets and
technology.)
Segmentation & Targeting
• Heterogeneous market into Homogeneous sub groups.
• Define your customer- Company needs to decide Which customer
it will serve.
• Study market and choose the segment where you can reach and
Target the product to that segment.
(Replicate across -ASEAN and Latin America_ choice for mid-weight
bikes. INDIA- idea is to replicate the experience of rides, Experience
driven communities, spares and sales.) 5

6. Marketing Strategy (Cont.…)
Positioning
Understand the customers perception, position your
product on the customer’s mind and design the
appropriate Marketing Mix.
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7. Segmentation, Targeting and
Positioning(STP)
 Segmentation: It is segmented as leisure and cruiser
bike through in Tier3 and district head quarter market it
is associated with the social/status symbol.
 Targeting: Bikers in the age group of 25-45 years of age.
They are working executives in the case of tier1 &2
cities and young, rich and powerful in terms of tier 3
and DH
 Segment size and profile: RE has niche segment in
motor bikes with a demand of about 2.5 L bikes per
year. It comes in premium and cult category with a niche
market aimed at lifestyle bikes among customers.
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8. Marketing Mix- 4 P’s
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9. Marketing Mix
• The Marketing Strategy also guide an integrated “Marketing Mix” made up
with factors under its control.
Product
Commercial Vehicles.
• Royal Enfield- Café Racer (Continental GT), Cruiser (Royal Enfield Thunderbird
500, Thunderbird 350), Retro Street (Classic Squadron Blue, Classic Desert
Storm, Classic Battle Green, Classic Chrome, Classic 500, Classic 350), Standard
street (Royal Enfield Bullet 500, Bullet 50, Bullet ES), Himalayan.
• Strength of engine with using UCE engine rather than cast Iron Engine.
• Maintained the royal VINTAGE looks!
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10. Continue…
Price
Different for each product category considering bike
explorers and moderately aged youths.
• Royal Enfield- Premium Pricing Policy- goal as less of
more Royal Enfield manufacturer less number of models
but of high quality.
• After the GST prices Royal Enfield- diminishing the
prices of its least popular bikes.
• It is premium product, hence demands a premium price.
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11. Continue…
Place
• Distribution- India
• The market of Royal Enfield can basically be divided into
two segments:
• Metropolitans: Tier 1 and Tier 2 cities
• Small cities: tier 3 and district head quarters.
• Good distribution network- 12 stores and more than
350+ dealership outlets in India.
Promotion
• Focused on a holistic and complete marketing approach.
• Royal Enfield- Rider Events- Himalayan Odyssey for
existing owners to showcase performance.
• Social networking-Facebook, YouTube,
• Adventure magazines , Men Magazine, fan clubs, Biker
cafes. 11

12. Customer-Driven Marketing
Strategy
To find the best marketing strategy & Mix , Company engages in –
• 1. Market Analysis:
• (SWOT Analysis – Strength, Weakness, opportunities & threats
Analysis)
• 2. Market Planning
• 3. Implementation
• 4. Control
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13. Managing Marketing Strategies
and Marketing Mix
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14. CURRENT STATUS
• Sold 178,120 units (2013)
• 302,591 units (2014)
• 450,000 units (2016)
• Introduction to new production line of electric motorcycles.
• Capacity enhancement
• Expanding market base to International market.
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15. 19
Preparing for future growth
Capacity
Product
Development
Vallam Vadagal would start its production in
August 2017 Total capacity available in FY 17-18
will be 8,25,000
Peak capacity to ramp up to 9,00,000 by
FY2018-19
2 Technology centres in
Chennai and UK
1 new product platformin development stagein
250cc-750cc range, likely to roll out by the end of
FY2017-18
Distribution
New exclusivestores format introduced in India&
InternationalMarket
From Investor Presentation
No. of dealers in India to increase to 825
by March ‘18
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𝐏𝐫𝐨𝐝𝐮𝐜𝐭
𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭

16. THANK YOU !
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