Royal enfield Counsumer behaviour
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this presentation is on royal enfield with respect to the Counsumer behaviour & attitude of counsumer towards royal enfiled. this will give you inside about royal enfield.
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Royal enfield Counsumer behaviour
- 1. The Ride of THE Presented by: Piyush jindal PGDM 2014 PCTE Baddowal
- 2. How the The Royal Enfield looks like
- 3. How The Royal Enfield wants and has eventually made us see The Royal Enfield
- 4. “To its customers in India and elsewhere in the world, Royal Enfield means more than just motorcycles; it's a sense of belonging to an exclusive community with unfading passion, emotion and interest.”
- 5. HISTORY
- 6. THE BEGINNING • Origins back to 1851 • Started as a Needle making Mill in Hunt End, Redditch, Worcestershire, England • Early name “Givry Works” • Founded by George Townsend, a businessman
- 7. THE BEGINNING 1851 – 1890 • “Givry Works” phase Needle making mill and crude bicycle • “Townsend Cyclists Saddles & Springs” phase Modern bicycle parts • “Townsend Cycles” phase Production of bicycles
- 8. The Coming into Being 1891 – 1900 • “The Eadie Manufacturing Company” phase in 1891 Weapon manufacturing • New Bicycle – Enfield • The Enfield Manufacturing Company Ltd. – 1892 • 1893 - Royal Enfield became the subsidiary of “The Enfield Cycle Company Ltd.” which made motorcycles, bicycles, lawnmowers and stationary engines • Use of the brand name ”The Royal Enfield” licensed by the Crown
- 9. The Coming into Being • Motto – “Made like a Gun” • 1897 – Quadricycles
- 10. A Lesser known Wild Romance • The Royal Enfield Motorcar popularly known as “The Yellow Car” – 1902 • 8 HP DE Dion Engine
- 11. The Early Years • 1909 – Introduction of small motorcycle with 2 ¼ HP V twin Motosacoche engine of Swiss origin • 1912 – JAP 770 CC V twin with a sidecar combination – It made Enfield a household name
- 12. World War 1 • Supplied various motorcycles to the British War Department and Imperial Russian Government
- 13. The Great Depression • Royal Enfield was also hit badly as demand for motorcycles went down but bicycle manufacturing did hold on the Company
- 14. World War 2 • Developed and manufactured many military motorcycles for British Army • Models like Flying Fea and Legendary J2 came into existence • Many of these models continued to be produced after the war and made Royal Enfield what it today is
- 15. The Legendary Bullet • The Longest production run in the world
- 16. The India Connection • “Enfield India” came into being in collaboration with “Madras Motors” - 1955
- 17. Closeout in The UK • 1968 – Sold to Norton-Triumph-Villiers (NVT) • 1970 – Production ceased • 1971 – Company dissolved • Enfield India remained, India remained as the only production unit • Now, India started exporting to The UK
- 18. The Eicher Chapter • 1990 – Strategic Alliance with the Eicher Group • 1994 – Merged with The Eicher Group • After the merger name changed from Enfield India to Royal Enfield
- 19. Royal Enfield – Reviving Up • Again promoting the Leisure and Adventure positioning
- 20. Royal Enfield’s success boosts Eicher Motors Fortune • 2013 – Slowdown in commercial vehicles market didn’t effect Eicher Motors because of Royal Enfield’s success
- 21. Logo • The legacy of weapon manufacture is reflected in logo comprising the canon, and the motto “Made like a gun”
- 22. Models • Standard Street Category Bullet 500 Bullet Electra Bullet 350
- 23. Models • Retro Street Classic Desert Storm Classic Battle Green Classic Chrome Classic 500 Classic 350
- 24. Royal Enfield Classic 500
- 25. Models • Cruiser Thunderbird 500 Thunderbird 350
- 26. Models • Café Racer Continental GT
- 27. Marketing Network • 11 Brand Stores • 250 dealers in all major cities and towns • 200 authorized service centres • Exports to 42 countries with 40 importers and over 300 dealers across the globe
- 28. Print ads timeline -
- 29. 1930
- 30. 1935
- 31. 1936
- 32. 1949
- 33. 1950
- 34. 1956
- 35. 1957
- 36. 1957
- 37. 1957
- 38. 1959
- 39. 1967
- 40. 1967
- 41. 1967
- 42. 1967
- 43. 1967
- 48. 1968
- 49. 1968
- 50. Movie Connection
- 51. 2003 – Everybody makes way for the Bullet
- 52. Campaign – Wieden & Kennedy
- 53. Campaign
- 57. Case Study
- 58. A Hero’s Story
- 59. Plight of a mother - Leave Home - Screenshot
- 60. Giving it back to the makers - Handcrafted
- 61. Giving back to Chennai - Handcrafted
- 62. Expeditions • Himalayan Odyssey • Southern Odyssey • BOBMC - Brotherhood of Bulleteers motorcycling consortium • Rider Mania - Goa • The Tour of Rann of Kutch • The tour of NH 17 (Mumbai to Goa) • The tour of Rajasthan
- 63. Visiting the Temple • Factory visits are encouraged
- 64. Sources • http://royalenfield.com • http://profit.ndtv.com/news/market/article-royal- enfields-success-boosts-eicher-motors-fortunes- 377714 • http://www.motorcyclespecs.co.za/model/Royal%20En field/royal_enfield_bullet_G%205%20milatry%2012.ht m • http://www.burtonbikebits.net/royalenfieldhistory.htm • http://www.motorcycleexpeditions.com/history-of- royal-enfiled.php • https://www.facebook.com/royalenfield
- 65. Thank You
Notes de l'éditeur
- In 1909 Royal Enfield surprised the motorcycling world by introducing a small Motorcycle with a 2 ¼ HP V twin Motosacoche engine of Swiss origin. In 1911 the next model was powered by a 2 ¾ HP engine and boasted of the well known Enfield 2-speed gear. In 1912 came the JAP 6 HP 770 CC V twin with a sidecar combination. It was this motorcycle which made Enfield a household name. 1914 saw the 3 HP motorcycles this time with Enfield’s own engine which now had the standardised Enfield paint scheme of black enamelled parts and green tank with gold trim.
- Royal Enfield UK continued manufacturing motorcycles and came out with some more innovative and powerful machines notably the Royal Enfield Meteor, Constellation and finally the Interceptor 700, before being sold to Norton-Triumph-Villiers (NVT) in 1968. Production ceased in 1970 and the company was dissolved in 1971. Remaining tooling and equipment of the Redditch works were auctioned off. Meanwhile the Bullet 350 continued to be manufactured in India and by the 1980’s the motorcycles were even exported to Europe out of India. Even after the motorcycle manufacturing closed down the precision engineering division ran for some more time and even bicycles were produced until quite late.
- The legendary Bullet 350 need no introduction. Now Bullet 350 is with all new Unit Construction Engine.This classic machine has kept place with advances in engineering and ergonomics without diluting its impeccable pedigree. A long wheel base and bigger tyres provide increased stability and road grip, making it ideal for long distance travel. Its aristocratic black & gold livery and thumping engine beat remind passers by that they are in the presence of automotive royalty.
- You can feel the pulse of your customers, only if you get close to them. This thought process has driven Royal Enfield to set up has a wide network of 11 Brand Stores, 250 dealers in all major cities and towns, and over 200 Authorised Service Centres. The Company also exports motorcycles to 42 countries like the USA, Japan, UAE, Korea, Bahrain, UK, France, Germany, Argentina and many other countries through 40 importers and over 300 dealers across the globe.