Royal Enfield
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1. Royal Enfield was founded in 1891 in the UK and began motorcycle production in India in 1955 through a partnership with Madras Motors. 2. Their vision is to be the industry leader for modernizing motorcycling in India and developing countries, while their mission focuses on improving motorcycling and prioritizing customers. 3. Their target market is mainly men aged 20 and older from India's middle and upper middle class who want a stylish and powerful bike. 4. Their product line includes several cruiser, street, and classic motorcycle models priced between 1,16,000 to 2,10,000 rupees, and they promote through rides and social media with over 500 sales and service centers
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Royal Enfield
- 1. SANTHOSH. N SHAILESH. P SHINOJ V. ARUN VADIRAJ VISHAKH VASUDEVAN
- 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. 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 & Creating a Family of Bikers Bond”
- 6. SEGMENTATION • Middle and upper middle class people who want a bike that is stylish and powerful. • Segmentation is mainly based on gender and income. • Earlier the segmentation was also based on age (mostly middle aged men and above).
- 7. TARGETING • The target market of Royal Enfield is mainly men aged 20 and above.
- 8. POSITIONING • A powerful motor cycle for adventure and long rides.
- 9. THE 4 P’S OF MARKETING
- 10. 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
- 11. PRICE • The price range of Royal Enfield starts from 1,16,000 to 2,10,000 (ex- showroom).
- 12. PROMOTION • They promote mainly through Rides. • They have very less advertisements. • Movies • Social media.
- 13. PLACEMENT • There are more than 500 showrooms and service centers in India.
- 14. SWOT analysis of
- 15. 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
- 16. 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.
- 17. OPPORTUNITIES • Growing premium segment • Increasing dispensable income • Environmental concerns • Exports increasing • Very strong demand in the 100cc.segment dominated by limited players.
- 18. THREATS • Cut throat competition • Increasing number of players in the market • Rising raw material costs • Increasing rates of interest on finance
- 19. LOGO EVOLUTION
- 20. 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
- 21. THANKS RIDE ON…