SlideShare a Scribd company logo
By
Abhimanyu
Mishra
 Royal Enfield was name under the Enfield
Cycles Company made Motocycles.
 From last few years 350cc Royal Enfield have
been picked mostly by rough and tough
peoples like Police and Military persons.
 High price of this Bike have been confined
to a NICHE category.
 The tag line shows their features like “Made
Like A Gun”.
 The main aim is “Offering better
performance ,efficency,reliability and easier
maintainance for customer is always the
focus”
• Power packed muscular look
• High cc (350cc)
• Powerful engine
• Royal look
• Rennovated
• High Price
These are not only some speification these are REASONS
due to which this bike comes in NICHE category.
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
20010-2011 20011-2012 2012-2013 2013-2014 2014-2015
million unit
million unit
• Royal Enfield sold 45,915 unit in all for the april –
august 2012 period a gwoth in the sale of aprox
51.53%
• For attracting customer campaign like “the
Himalayan Odysses”, “Leave Home”Etc organized
by the company.
• Leave home campaign was for youngster to leave
the comfortable life of the homes and join the
adventures life with Royal Enfield.
• They also einforced Masculinity,thrill and
adventure.
• The theme “Handcrafted in Chennai” talks how 2
brothers Ashok and Jaya Kumar make this bike in
Tamil nadu by themselves.
Royal enfield by abhimanyu
Royal enfield by abhimanyu

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Royal enfield by abhimanyu

  • 2.  Royal Enfield was name under the Enfield Cycles Company made Motocycles.  From last few years 350cc Royal Enfield have been picked mostly by rough and tough peoples like Police and Military persons.  High price of this Bike have been confined to a NICHE category.  The tag line shows their features like “Made Like A Gun”.  The main aim is “Offering better performance ,efficency,reliability and easier maintainance for customer is always the focus”
  • 3. • Power packed muscular look • High cc (350cc) • Powerful engine • Royal look • Rennovated • High Price These are not only some speification these are REASONS due to which this bike comes in NICHE category.
  • 4. 0 0.2 0.4 0.6 0.8 1 1.2 1.4 1.6 1.8 20010-2011 20011-2012 2012-2013 2013-2014 2014-2015 million unit million unit
  • 5. • Royal Enfield sold 45,915 unit in all for the april – august 2012 period a gwoth in the sale of aprox 51.53% • For attracting customer campaign like “the Himalayan Odysses”, “Leave Home”Etc organized by the company. • Leave home campaign was for youngster to leave the comfortable life of the homes and join the adventures life with Royal Enfield. • They also einforced Masculinity,thrill and adventure. • The theme “Handcrafted in Chennai” talks how 2 brothers Ashok and Jaya Kumar make this bike in Tamil nadu by themselves.