Royal Enfield was founded in 1893 in England and began as a bicycle manufacturer. It started producing motorcycles in 1911 and supplied the British army. Production fully moved to Chennai, India in 1962. Royal Enfield is considered the oldest motorcycle brand still in production. It offers cruiser style motorcycles like the Bullet, Classic, and Thunderbird. To expand its customer base, Royal Enfield introduced accessories and extended its brand into apparel. It also faces challenges of improving after-sales service and managing costs as demand increases. Future strategies include expanding the dealership network and promoting a "challenging real men" brand image through ambassador partnerships and adventure trips.

1. BRAND ANALYSIS
OF ROYAL ENFIELD

2. LIVE FREE

3. THE TEAM
Bala
Brahma
Michael
Sahoo
Vaiphai
Venkat

4. HISTORY
 It was founded in 1893 by Albert Eadie and Robert Walker in
England.
 The earlier name was Enfield Manufacturing Co. Ltd.
 Originally ,it was registered to manufacture bicycle.
 In 1899, it manufactured heavy bicycle fitted with an engine
 In 1911, the company added Royal word with its name and
became Royal Enfield as they supported Britain in world war 1

5. HISTORY
Later it started producing motorcycle and it supplied large
numbers of motorcycles to the British War Department
Finally in 1924 launched the first Enfield four-stroke 350 cc
motorcycle. In 1955 Enfield of India started assembling
Bullet motorcycles.
It was mainly used for patrolling by police and army
The complete production of Royal Enfield started in 1962 in
Chennai

6. THE LEGEND
The oldest motorcycle company in the world
The only brand to span 3 centuries, and still going
One of the first Indian companies to introduce ERP systems
"Made like a gun, goes like a bullet”

7. THE
GUNS

8. CHANGE THE GAME
• product: ruf & tuff , macho bike
• Place: teir 1,teir 2,teir 3 and dh At prime locations
• Promotion: mens magazine, adventure magazines,
adventure trips, fan clubs
• Price: premium

9. CHANGE THE RULES
• segmentation: leasure & adventure bikes (niche)
• target: bikers, 25-45 yrs, working executives
• Positioning: social /status symbol (teir-3,dh), leasure
& adventure (teir 1 & 2 cities)

10. 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

11. • 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
COMMUNICATION AND DISTRIBUTION

12. • No proper 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
COMMUNICATION AND DISTRIBUTION

13. SHAAN KI SAWARI (1ST AD)

14. JAI –VEERU AND BULLET

15. THE CONFUSION OF 1990S

16. JAB BULET CHALE TU DUNIYA
RASTA DE

17. ADVANTAGES OF LINE EXTENSION
• The Thuderbird, Classic, Bullet series are designed to target
different user segment.
• Each Bike has a differentiator like 350 cc, 500cc, twinspark,etc
providing variety to the brand.
• The brand got reenergized from releasing the classic series.
• It is a niche market with no Competition.

18. THUNDERBIRD

19. CLASSIC DESSERT STORM

20. CLASSIC MILITARY GREEN

21. BULLET ELECTRA TWINSPARK

22. ADVANTAGES OF BRAND EXTENSION
• Royal Enfield added exclusive accessories to its portfolio. Everything relates
to only travelling.
1. Jackets
2. Trousers
3. Boots
4. Helmets
5. Eyewear
6. T-Shirts
7. Gloves
8. Buffs

23. INTERESTING TRIP STORY 1

24. LATEST OFFERING- CAFÉ RACER

25. BITING THE BULLET
• Scale up without diluting brand equity
• Modernising the bikes without taking away their unique identity – Cult
Brand
• loss of customer satisfaction and brand image due to quality issues
• Expedite decisions – Improve management practices
• Done little to reinforce its image amongst an exploding two-wheeler
market.

26. • Harley-Davidson and others can be credible threats
• Improve its After Sales Service and Spares availability
• Significant rise in cost of input materials like steel and Aluminium
• Customers continue to sit out for six-month to ride bullets.
• what is the pen profile of its prospective buyer?
BITING THE BULLET

27. REVIVING BULLET -TURNAROUND TALE
Changes had to be made to keep up with the time
Ideal case study in product planning, process and brand management
• BoD at Eicher Motors decided to either shut down or sell off Royal Enfield
• Sales were down to 2K units instead of 6K/Month
• Technical issues
• Too heavy , daunting kick-start.
• Difficult to maintain

28. • Modern technology used
• but vintage look retained
• A modern aluminium engine
• build, the design of the head lamp and the petrol tank.
• gears be shifted close to the rider's left foot
• separate gear box and oil sump design
REVIVING BULLET -TURNAROUND TALE

29. • A critical element in this strategy is to continually expand the customer
offering
• In order to augment the production for growing market demand.
• Its all-new café racer model which will launched in 2013
• study to develop a comprehensive 360° view on the opportunities, risks
and threats to the business. these include areas such as market trends,
new competition, changing customer preferences, disruptions in supplies,
product development, talent management etc
Future strategy

30. Bullets hitting the targets

31. SUGGESTIONS
• Improved Sales and Service network-Franchise
• Encourage young entrepreneurs to take new delearships on profit sharing basis
• Brand Promotion Strategy-
Common Tag line- “Challenging Real Men”
• Brand Ambassador- Action Movie display
• Tie up with adventurous brand- Mountain dew
• Extend Apparel counter to colleges
• Weekend trips for student/corporate – Video show on TV- Meet brand
ambassador on next trip

32. ROYAL ENFIELD: ONLY FOR REAL
MAN