This presentation provides an overview of Royal Enfield, an iconic British motorcycle company headquartered in Chennai, India. In 3 sentences: It discusses Royal Enfield's history and products, positioning in the midsize motorcycle segment with classic styling; recent initiatives like apparel lines and advertising campaigns featuring their motorcycles; and opportunities like expanding services centers and developing larger displacement models to compete with other brands. The presentation concludes with suggestions to further grow Royal Enfield's market reach and manufacturing capabilities.

1. Presenation By:
 Shantanu Mandavgane
 Kashyap Khithani
 Rahul Khandelwal
 Snigdha Singh
 Arjun Sharma
 Dhruta Vyas

2. ABOUT
• Originally a British motorcycle company
• Industry: Automotive
• Founder: Albert Eadie and Robert Walker Smith
• Parent Company: Eitcher Motors
• Headquarter in Chennai
• CEO: Siddhartha Lal (2000- )

3. ABOUT
• Midsize motorcycle Segment
• Unique & distinctive modern classic bikes
• Popular for rugged looks, matchless stability and sheer
power
• Favourite amongst police and army personal
• In top ten risers list of brandZ 2016

4. BEGINNING
1901-1939

5. 1948-1994

6. PRESENT
MOTORCYCLES

7. LATEST INNOVATION

8. Gears…
• Royal Enfield wants to give a pure motorcycling experience to its customers
• “Ours is a country where one can ride pretty much all year round,
and one needs the right gear for it to manage in all weather and all terrains”
- Samrat Som
(Heads Apparels & Accessories at Royal Enfield)

9. COMPETITORS

10. Price 
Q
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l
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t
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PERCEPTUAL MAPPING

11. GST IMPACT
• Bikes below 350cc  Price reduced nearly by 2%
• Bikes above 350cc  Price hiked because of additional 3% cess
New Rates

12. ADVERTISEMENT-STRATEGY
Innovative ad campaigns
 Electronic & Print Media
Ads Via
Television
Newspaper
Magazines
Billboards
Brand awareness programs at social media

13. Branding through film industry

14. Signature stripes on the cylinder are handmade

15. HANDCRAFTED IN CHENNAI

16. Some Of Royal Enfield’s Interesting Campaigns
“Leave Home” campaign

17. Trip Campaign
• Encourage the young bunch to go out there and
get a taste for the unknown

18. “Bullet Clubs”

19. Two Rival Brands in a same frame

20. MARKET CAP

21. RECENT ARTICLES

22. Upcoming Innovation

23. SUGGESTIONS
• Need more service centres
• Try to build bikes to compete against Harley Davidson (1000cc bikes)
• Reach customers of semi-urban and rural areas
• Try to make manufacturing more automotive
• RE merchandise should be also available in other stores/malls

24. THANK YOU!!!