Product & Brand

1. Group: Arunabh BhattacharjeeMP15011
Kumar Shitanshu MP15018
Pankaj Kumar MP15026
Date: 6th Aug17
PGDM 2015-18
Brand Royal Enfield

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Originally a British motorcycle company , Enfield Cycle Company made motorcycles,
bicycles, lawnmowers and stationary engines under the name Royal Enfield out of its
works based at Redditch, Worcestershire.
 Royal Enfield and indigenous Madras Motors,
it is now a subsidiary of Eicher Motors Limited,
an Indian automaker.
The company makes the Royal Enfield Bullet, and other single-cylinder motorcycles.
Established in 1893, Royal Enfield is among the oldest motorcycle companies.
Royal Enfield currently sells motorcycles in more than 50 countries.
Royal Enfield surpassed Harley-Davidson in global sales in 2015
Acknowledgment from US President Barack Obama on 2015 Delhi Republic Day
Brand History

3. Initial Models of
Royal Enfield
(1923) Royal Enfield 225cc(1913) Royal Enfield 425cc

4. Later Models
Classic 500

5. Brand Associations
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Adventure and
leisure motorcycling
Royal Enfield Brand touch points
Bike for Indian Army
and police
Supplied motorcycles
to British and
Russian govt in
World war II
Rough and tough
with powerful
engine
Eicher Group Social Status

6. Brand Vision
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VISION AND MISSION
Vision “To be recognized as the industry leader
driving modernization in biking in India and the
developing world
Mission Aims to continuously improve biking
efficiency in India and developing markets.
Customers are the integral part of the organization
and creating a family of Bikers Bond

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By age group
By Likes and need
Professional
requirements
•Younger age
group
•Adventure liking
group
•Army and Police
force
In Metro cities it
is a leisure and
adventure bike
In tier 2 cities it is
social status
Powerful, heavy
duty bike for
police and Army
Segmenting Targeting Positioning

8. 8
Market Attractiveness and competitor analysis
Threat of
New
Entry
Threatof
substitut
ion
Supplier
power
Buyer
power
Competitive
rivalry
Competitive rivalry
Not very strong in
this niche segment
Competition from
bajaj,yamaha,Harley
Davidson
Threat of New Entry
Differentiated
product
Technology
protection
Reputation
Buyer power
Weak as not may
options
Charges price
premium
Supplier Power
Multiple suppliers
available
Eicher motors has its own
ancillary units
Threat of Substitutes
Bajaj pulsar,Hero
Hunk,Honda
Harley Davidson
Porter’s 5 forces

9. SPECIFICATIONS
• POWER PACKED MUSCULAR LOOK
• HIGH CC
• POWERFUL ENGINE
• ROYAL LOOK
• RENOVATED
• HIGH PRICE
THESE ARE NOT JUST SPECIFICATIONS ,
THESE ARE REASONS WHY THE BIKE
COMES UNDER NICHE CATEGORY
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10. Kepferer’s brand identity prism
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Brand Identity

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Brand loyalty
The brand is present across 40 countries,
including the US, UK, Germany, Italy,
Japan and Australia. Popular Mechanics,
the leading American auto and tech
magazine, ranked two of its models (the
Classic Chrome and the Bullet 500) among
its 10 top picks at the progressive
international motorcycle show in New York
in January 2011

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SWOT Analysis
Strengths
1. Size and scale of parent company
2. Effective Advertising Capability
3. High emphasis on R and D
4. Established brand name in the cruiser market
5. Established market distribution channel
6. Exports motorcycles to 31 countries like the USA, Japan, UAE, Korea,
Bahrain, UK, France, Germany, Argentina and many other countries
Weaknesses 1. Weight of the motor cycle can be an issue for few customers.
2. Mileage of high cc bikes is an issue
Opportunities 1.Two-wheeler segment is one of the most growing industries
2.Export of bikes is limited i.e. untapped international markets
Threats
1. Strong competition from Indian as well as international brands
2. Dependence on government policies and rising fuel prices
3. Better public transport will affect two-wheeler sales
Competition
Competitors
1. Bajaj Auto Limited
2. Hero Motor Corp (Hero Honda)
3.TVS
4.Suzuki
5. Harley Davidson
6. Yamaha
7. Ducati Superbike

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Brand Portfolio

14. 14
Brand Portfolios

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Brand Equity
Royal Enfield grew 91% in brand value to
US$519 million
The motorcycle manufacturing company
owned by Eicher Motors enjoyed a 36%
rise in sales in June 2016, on a year-on-
year basis while exports rose a huge
118%.
Royal Enfield has “created a niche for
itself” over the years, a recent report on
the company by JP Morgan stated.
Their dominance in India has been
matched by soaring exports with high
performing stores across Asia, Europe
and North America
Royal Enfield even overtook Harley-
Davidson in 2014 in terms of global sales.

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Royal Enfield added exclusive accessories to its portfolio. Everything relates
to only travelling.
Following the Harley Davidson’s model of branding, Royal Enfield has also
started selling their own merchandise for riders including riding jackets,
helmets, t-shirts, gloves etc promoting safety for riders.
1. Jackets
2. Trousers
3. Boots
4. Helmets
5. Eyewear
6. T-Shirts
7. Gloves
8. Buffs
Brand Extension

17. MEDIA PLAN
• BANNER ADS ON AUTO WEBSITES LIKE BIKESINDIA.IN,
INDIABIKES.COM, AUTO.INDIAMART.COM ETC
• BIKE CLUBS , BIKE ROAD TRIPS
• YOUTUBE VIDEO, PRESS CONFERENCE
• UPDATING THE CURRENT ROYAL ENFIELD PAGE
• ROYAL RACER GAME WITH PRIZES FOR WINNERS
• LEAVE HOME AND HIMALAYAN TELEVISION CAMPAIGN
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18. CONCLUSIONS AND RECOMMENDATIONS
• The buying behaviour is predominantly governed by need for power
and respect for the iconic brand.
• The internal locus of control is by and large dependent on the sense
of control the motorcycle offers and also the sense of freedom that
users associate with it.
• Users are professional males age 25-45 , including some students
• Users display mostly value expressive behaviour
• People who do not chose to buy bullets do so because of high price,
maintenance and spares hassles and also because some think they
are not fit for it.
• Advertisements are rarely recalled and highly ineffective among non
bullet riders
• Bullets are perceived as low on cost effectiveness but high on ride
comfort and reliability
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19. Recommendations
• Improved sales and service networks
• Marketing communication should focus on satisfying the needs of
respect , power and comfort
• The royal Enfield apparels available on their exclusive stores should be
made available in college counters to make them accessible to the
young students to create a sense of awareness
• They should tie up with some adventurous brand such as mountain dew
to revamp their brand
• Should concentrate on building around the iconic status it has if it plans
to attract the migrating customers
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20. THANK YOU
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