Royal enfield's complete marketing strategy is here...check it out

2. Royal Enfield is
an Indian motorcycle mfg brand .
Manufactured in factories
in Chennai in India.
First produced in 1901.
Oldest motorcycle brand in
the world still in production
Bullet model enjoying the
longest motorcycle
production run of all time.
“the oldest global motorcycle
brand in continuous production"[
“MADE LIKE GUN’’

3. The Indian government looked for a suitable motorcycle for its police
and army, for patrolling the country's border.
THE BEGINNING, WHERE THE NON-STOP HAD STARTED;
In 1990, Royal
Enfield
collaborated
with the Eicher
Group, an
automotive
company in
India, and
merged with it
in 1994

4. FAILURE AND GROWTH:
DESIGN TO ATTRACT YOUNGSTERS
INTERCEPTOR,
CLASSIC 350,500.
ARMY EDITION.
THUNDERBIRD.
BULLET - LATE CENTURY PEOPLES

5. Product plan

6. Product types
• Royal Enfield Classic.
• Royal Enfield Thunderbird
• Royal Enfield Interceptor (upcoming)
• Royal Enfield Continental GT 650 (upcoming)
• Royal enfiled Himalayan
• Cast iron Royal Enfield
• Customised Royal Enfield.
• Royal enfield bullet

7. Royal enfield bullet
• The Royal Enfield Bullet was originally a British overhead
valve single cylinder four-stroke motorcycle.
• The Royal Enfield and Bullet names derive from the British
company having been a subcontractor to Royal Small Arms
Factory in Enfield, London.

8. Specifications:
• Engine : 346 - 499 Cc single cylinder cast-iron.
• Dimensions-L: 2,120 mm (83 in)
• W: 750 mm (30 in)
• H: 1,080 mm (43 in)
• Weight:180 - 193 Kg
• Fuel capacity- 16 litres
• Wheel base-1,370 mm.
• Mileage:33 - 53 Kmpl

9. Brand value
Customer mindset:
• Awareness
• Associations
• Attitudes
• Attachment
Market performance
• Price premium
• Price elasticity

10. Brand positioning
• Powerful for bike adventurers
• Power engine in reasonable price
• Great performance
• Durable product
• Heritage of over a hundred years
• Sound of engine – dhuk dhuk dhuk

11. Innovation
• Product development
• 250-750 cc category.
• New model every year.
• Engine platform
released every year.
• Customer experience
• Experience through
marquee riders
• Positioned has cult
brand

12. Technology advancement
• Many new technology
being introduced to
improve the
performance such as
maintenance free VRLA
battery, double heat
treatment process,
robot welding .
Distribution & production
• Increased its dealership
network by 2014.
• Increased its capacity
from 20k to 30k per
month.
• To increase capacity to
50k

13. Production
• Highest sales growth in april 2017.
• Sales led by classic 350cc,which made over 68%
of royal enfield sales
• As the product boomed they introduced others
varients like RE himalayan, RE classsic 500,
thunderbird 500 and continental GT.
• The company exports also grew by 36% in
2017.

14. Sales of Royal Enfield
• Sales of RE has been
consistently increasing
since 2006 with
introduction of new
models.
• A spike in 2009 is because
of its introduction of the
classic model.
• Although it holds 16%
premium market share , it
is behind bajaj.

15. SWOT analysis
Strengths
• No competition in
350cc and 500cc
segments.
• Effective advertising.
• Exporting to 31
countries.
Weaknesses
• Weight of the motor
cycle.
• Mileage of high CC bikes
is an issue.
• Product still needs
innovation.

16. Opportunities
• Encourage the sales
with advertisement.
• Offer better finace
schemes.
• Introduce customer
relationship
management.
Threats
• Foreign players entry.
• Price wars.

17. MARKETING PLAN OF ROYAL ENFIELD
DEMAND FORECASTING:
For forecasting future
sales, past data is
required .
Once the data is available,
Either using
(i) TREND ANALYSIS,
(ii) D&B forecasting
technique , required
output can be predicted
to at most extent.

18. MARKETING PLAN OF ROYAL ENFIELD
PROMOTION:
RE organization focuses more on customer than
engineering.
 Showcasing at auto expos.
 Word of mouth for their sustained & increased sales.
 Organizing nation wide tours
 Factory tours.
COMPETITORS:
BAJAJ Avenger is the closest competitor of RE.
YAMAHA, Hero Motocorp, Ford Motor, TVS, SPECTRO
are the current competitors of RE .

19. MARKETING PLAN OF ROYAL ENFIELD
PRICING:
FACTORS FOR PRICING:
1) One of the prime factors to be considered for
pricing is the handmade parts, designs and engine
assembly hence contributing for larger man power cost.
RE classic 350cc = 1.45L
RE classic 500cc = 1.9L
RE interceptor 650cc = 2.78L
RE Thunderbird 350x = 1.22L
2) Color varieties may add up with pricing.
3) Specification by default increase [OR] decrease.

20. MARKETING PLAN OF ROYAL ENFIELD
PHYSICAL DISTRIBUTORS:
All over India there are over 150+ distributors of RE. While
in Coimbatore;
(a) SHERIFF Motors,
(b) SAI Motors,
(c) Bikerz and
(d) RE Unit of Eicher motors Ltd.
TARGET CUSTOMERS:
RE organization targets on;
# Adventurous people,
# Those who love riding, travelling,
# One who likes being a part of huge events and
# Middle class people just afford 350CC classic.

21. THANKS FOR LISTENING;;;;;;;;