SANTHOSH.

N
SHAILESH. P
SHINOJ
V. ARUN
VADIRAJ
VISHAKH
VASUDEVAN

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.

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

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

STP ANALYSIS
OF

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).

TARGETING
The target market of Royal Enfield is mainly
men aged 20 and above.

POSITIONING

A powerful motor cycle for

adventure and long rides.

THE 4 PS OF
MARKETING

PRODUCTS
CRUISE
R

RETRO
STREET

Thunderbird 500
Thunderbird 350

ACCESSORIE
S

Classic
Classic
Classic
blue
Classic
Classic
Classic

350
500
squadron

STANDARD
STREET

desert storm
chrome
battle green

Jackets
Helmet
Riding Accessories

Bullet 350
Bullet 500

CAF
RACER

Continental GT

HIMALAYAN

Off-road

PRICE
The price range of Royal
Enfield starts from 1,16,000
to 2,10,000 (ex-showroom).

PROMOTION
They promote mainly through Rides.
They have very less advertisements.
Movies
Social media.

PLACEMENT
There are more than 500
showrooms and service centers
in India.

SWOT analysis of

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

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.

OPPORTUNITIES
Growing premium segment
Increasing dispensable income
Environmental concerns
Exports increasing
Very strong demand in the 100cc.segment dominated by limitedplayers.

THREATS
Cut throat competition
Increasing number of players in the market
Rising raw material costs
Increasing rates of interest on finance

LOGO EVOLUTION

CONCLUSION AND INTERESTING

FACTS
In the year 2014,Royal Enfield surpassedthe sales
ofHarley
Davidsonmotorcycle
manufacturing
company on a global scale.
Most used motorcycle in World Wars.
Hand painted Petrol tanks.
Competitors Bajaj, Harley Davidson

THANKS
RIDE ON