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1. Augustin Efin
AIML
1st
year
Section - A

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. THE 4 P’S OF
MARKETING

5. 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

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

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

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

9. The Strength And Weakness

10. 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

11. 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.

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

13. LOGO EVOLUTION

14. 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

15. THANKS
RIDE ON…
By Augustin
with help of
R .Darshan