A PROJECT REPORTON ROYAL ENFIELD
BY
NAYAKI RAGHAVENDRA [125021405163]
NANNEGARI SRI VATSA [125021405160]
NARINA VEERA VENKATA MANIKANTA SURENDRA
[125021405161]
VISHWANATH GOKUL [125021405234]
PREM [125019405231]
UNDER THE GUIDANCE OF:
Mrs. KARUNYA
PROJECT SUBMITTED IN PARTIAL FULFILLMENT FOR THE
AWARD OF THE DEGREEOF
B.COM [COMPUTER APPLICATIONS]
BY
VIVEKANANDA DEGREE & PG COLLEGEKUKATPALLY,
HYDERABAD-500072
[AFFILIATED TO OSMANIA UNIVERSITY,
HYDERABAD500072]
ACKNOWLEDEGEMENT
With a profound sense of thankfulness, I acknowledge my
debtedness to my Faculty Guide Mrs. KARUNYA for her valuable
guidance, timely suggestions and constant encouragement. Her
insightful criticisms and patience throughout the duration of
this project has been Instrumental in allowing this project to be
completed.
My sincere thanks to the Director Mr. Dr. K. Naresh, Principal,
Mr. B. N. Rajesh & all the staff members of Department of
COMMERCE, Vivekananda Degree &PG College for their
consistent guidance in my project work. Their continual support
and careful attention to the details involved in producing a
document of this nature is very much appreciated.
NAYAKI RAGHAVENDRA [125021405163]
NANNEGARI SRI VATSA [125021405160]
NARINA VEERA VENKATA MANIKANTA SURENDRA
[125021405161]
VISHWANATH GOKUL [125021405234]
PREM [125019405231]
CERTIFICATE
This is to Certify that the Project Report title "ROYAL
ENFIELD" submitted in partial fulfillment for the award of
B.COM(CA) Program of Department of COMMERCE, O. U,
Hyderabad, was carried by NAYAKI RAGHAVENDRA,
NANNEGARI SRI VATSA,NARINA VEERA VENKATA
MANIKANTA SURENDRA, VISHWANATH GOKUL, PREM
under my guidance. This has not been submitted to any
other University or Institution for the award of any
degree/diploma/certificate.
Mrs. KARUNYA
Hyderabad.
Signature of the Guide
DECLARATION
We hereby declare that this project report title "ROYAL
ENFIELD" submitted by us to the Department of
"COMMERCE" Vivekananda Degree & PG College
affiliated to O.U., Hyderabad, is a bonafide work
undertaken by us and it is not submitted to any other
University or Institution for the award of any
degree/certificate or published any time before.
NAYAKI RAGHAVENDRA
NANNEGARI SRI VATSA
NARINA VEERA VENKATA MANIKANTA SURENDRA
VISHWANATH GOKUL
PREM
Hyderabad Signature of students
INDEX
CHAPTERS DESCRIPTION
Chapter-1 Introduction
Chapter-2 History of R.E. since-1901
Chapter-3 Marketing strategy adopted By Royal Enfield
Chapter-4 Conclusion
•QUESTION AND ANSWERS
CHAPTER-1
ROYAL ENFIELD [INDIA]-
SINCE1901
Royal Enfield is an Indian multinational motorcycle
manufacturing company headquartered in Chennai, Tamil Nadu,
India. The company is the oldest global motorcycle brand in
continuous production and operates manufacturing plants in
Chennai in India. The first Royal Enfield motorcycle was built in
1901 by the Enfield Cycle Company of England which, was
responsible for the design and original production of the Royal
Enfield Bullet, the longest-lived motorcycle design in history.
Licensed from Royal Enfield by the indigenous Indian Madras
Motors, the company makes classis looking motorcycles
including the Royal Enfield Bullet, Classic 350, Meteor 350,
Classic 500, Interceptor 650, Continental and many more. Royal
Enfield also makes adventurous and off-roading.
Motorcycle like Royal Enfield Himalayan. Their motorcycles are
equipped with single-cylinder and twin-cylinder engines. First
production in 1901, Royal Enfield is the oldest motorcycle brand
in the world still in production, with the Bullet model enjoying
the longest motorcycle production run of all time.
After the Indian independence Act 1947 the new government
looked for a suitable motorcycle for its army to patrol the
country's borders. In 1952 the Royal Enfield Bullet was chosen as
the most suitable bike for the job. In 1954, the government
ordered 800 in units of the 350-cc model.
ROYAL ENFIELD
In 1955, the Redditch Company partnered with Madras Motors
in India to form 'Enfield India' to assemble, under license, the
350 cc Royal Enfield Bullet motorcycles in ADARS. The tooling
was sold to Enfield India so that they could manufacture
components. By 1962
All components were made in India. The Indian Enfield uses the
1960 engine, Royal Enfield still makes an essentially similar bike
in the 350 cc and 500 cc models, along with several different
models for different market segments.
In 1990, Royal Enfield collaborated with the Eicher Group, an
automotive company in India, and merged with it in 1994. Apart
from bikes, Eicher Group is involved in the production and sales
of commercial vehicles and automotive gears. Although Royal
Enfield experienced difficulties in the 1990s and ceased
motorcycle production at their Jaipur factory in 2002, by 2013
the company opened a new primary factory in the Chennai
suburb of Orangadam on the strength of increased demand for
its motorcycles. This was followed in 2017 by the inauguration of
another new factory of a similar size to the facility at Oragadam
at Vallam Vagadal. The original factory at Tiruvottiyur became
secondary and continues to produce some limited-run
motorcycle models.
Royal Enfield announced its first takeover of
another company in wants to establish about 100 dealerships in
American cities starting with Milwaukee.
ROYAL ENFIELD SINCE 1901
Type : public
Industry : Automotive
Founded : 1955 (as Enfield motors)
Headquarter : Chennai, India
Area served : World wide
Key people : B Govindarajan
CHAPTER-2
HISTORY CHAPTER-2 ROYAL ENFIELD-
SINCE-1901
Royal Enfield is an multinational motor cycle manufacturing
company headquartered in Chennai, Tamil Nadu, India. The
company is the oldest global motorcycle brand in continuous
production, and operates manufacturing plant in Chennai in
India
1891
R.W. Smith and Albert Eadie take over the Townsend Cycle
Company in Redditch, UK. Soon after, they started supplying
precision machine parts to the Royal Enfield Small Arms Factory
in Enfield, Middlesex. Their undertaking is renamed the Enfield
Manufacturing Company Limited.
1893
Enfield Manufacturing Ltd. Becomes Royal Enfield - 'Royal'
being taken from the Royal Small Arms Company. The
trademark 'Made like gun' is introduced.
1898
R. W. Smith designs a prototype motorized vehicle, a four-
wheel bicycle known as a quadricycle. It uses a proprietary
11/2 hp De Dion engine.
1900
Royal Enfield delves into motorsport when one of
its quadricycles enters a 1000 Mile Trial. The event
does much to persuade the British public about the
viability of motorised transport.
1901
The first Royal Enfield Motorcycle is produced.
Designed by Bob Walker Smith and Frenchman
Jules Gobiet, it is launched at the Stanley Cycles
Show in London. The 11/2hp engine is mounted
Infront of the steering head and the rear wheel
driven by a long rawhide belt.
1909
Royal Enfield's first V-Twin, using a 297cc Swiss-
made Motosacoche engine, id launched at the
Stanley Cycle Show. The model achieves
numerous competition successes the following
year, including in the Jhon O' Groats ti Lands
End Trial.
1914
Royal Enfield's first 2-stroke motorcycle goes
into full production. As Britain became more
deeply involved in World War-l, production
ceases on all other Royal Enfield motorcycle
barring this machine and the company's biggest
motorcycle, the 770cc 6hp V-twin.
1924
Continues development results in a range of 8
models, including thelaunch of the sports
model 351, the first Royal Enfield 350cc OV 4-
strokmotorcycle with foot operated
gearchange. A unique 225cc 2-strokstep-
though 'Ladies Model' is also introduced.
1925
A major fire breaks out at the 18-acre Redditch
factory. The company'sown fire
brigademanages to fight the flames which
threaten to engulfthe entire plant.
1928
Royal Enfieldadopts saddle tanks in place of
outmoded flat tank. It is also one of the first
manufacture to change its fork system from
Druid design to center-sprung girder forks.
1930
The decade begins with a diverse eleven model
range, from the 225-cc2-strok Model A to the
976cc Vtwin Model K. Also, the new machines
with dry-sump lubrication are produced
1932
The legendary "Bullet' motorcycle is born.
Itisfirst displayed inNovember 1932 at
theimportant Earls Court Motorcycle Show
inLondon. Three versions:250,350 and 500cc
are available, all withinclined 'sloper'
engines,twin-ported cylinder head, foot
operated gearchange and high compression
pistons.
1935
Cecil Barrow, riding a 500cc Bullet at the isle of
Man TT, finishes in 8thplace averaging
74mph.ltis Royal Enfield's last factory
sponsored entryin the event. The 500cc Bullet
is radicallychanged the following yearwith the
release of a new sporting version, the Model JF,
featuring a 4-valve cylinder head.
1939
Royal Enfield produces large quantities of
motorcycles and bicyclesduring the Second
World War. The most iconic military model is
the125cc 'Airborne' motorcycle known as the
Flying Flea. This 125cc 2strokcan be loaded into
a specially fabricated parachute cradle and
droppedwith paratroops behind enemy lines.
1948
The 350cc Bullet prototype. with radical
swinging arm rear suspensionis previewed in
the Colmore Cup Trial of March 1948. Two
Bullet formpart of the victorious British team in
the 1948 ISDT (International-$ SixDay Trial),
held in ltaly. Both their riders win gold medals.
1949
The new 350cc Bullet and 500 Twin models are
launched the UK. Bothbikes share the same
frame, swinging arm suspension, Telescopic
frontforks, and gearbox. K. R. Sundaram
lyerlaunches Madras Motors toimport British
motorcycle machines, he sells Royal Enfield's
1952
Madras motors receive an order from Indian
Army for 800 350ccBullets. The motorcycles
arrive from Redditch in early 1953 and proveto
be a great success, being both hardly
andeasy to maintain.Johnny Brittain wins the
prestigious Scottish Six Day Trial on his
350ccBullet, 'HNP 331
1955
The Redditch company partners Madras
Motorsin India to form 'Enfield India'.
Workcommences on the construction of a
purposebuilt factory at
tiruvottiyur, near Madras.
1956
The Triuvottiyur factory opens and Bullet begin
to be manufactured under license. Early
production is based on machines that come
from England in kit form which are then
assembled in Madras. A total of 163 Bullets are
built by the end of the year.
1977
Royal Enfield India begins exporting the 350cc
Bullet to the UK and Europe. Sales grow rapidly
as the bikes develop a following amongst classic
British motorcycle enthusiasts.
1993
Enfield India produced the world’s first and only
mass-manufactured diesel motorcycle. Known
as the Enfield Diesel, it used a highly fuel
efficiency 325cc power units installed in the
standard Bullet rolling chassis.
1994
The Eicher Group acquires Enfield India
Limited. The company is renamed as Royal
Enfield Motors Limited.
2002
The Thunderbird, a stylish lean burn cruiser is
launched in India. It features the first 5-speed
gearbox used on a Royal Enfield science 1965 in
Redditch. More than 1000 Royal Enfield
motorcycles of all ages descend on Redditch for
the Royal Enfield Owner's Club Redditch
Revisited event.
2004
The Electra X, an export Bullet with 500cc
version of the all-alloy lean burn engine, goes
on sela. The retro-styled 'Bullet Machismo' is
rated the 'No.1 Cruiser' in a TNS Autocar
survey.
2005
Royal Enfield celebrated its
50thanniversary in India.
2008
Royal Enfield begins exporting the classic,
India's first 500cc EFI, Euro III- complaint
motorcycle, to European markets. The
ThunderbirdTwinspark is launched with the
new Unit Construction Engine (UCE) inIndia.
2013
Forty-eight years after developing the
world’sfirst production café racer, Royal Enfield
rolls out the all-new Continental GT. Rockers,
critice and riders agree that it is the most fun
one could ever have on a motorcycle.
2016
Royal Enfield debuts the Himalayan. With the
all-new LS410 engine and terrain-tested
suspension, it promises the ride of a life time
on all roads and no roads.
2019
The Interceptor 650 wins the prestigious Indian
Motorcycle of the Year award. The 650 twin is
also named Bike of the year in the Times Auto
Awards, Motorcycle of the year by Autocar and
Two-wheeler of the year by Bike India.
2021
Royal Enfield celebrated 120 years of pure
motorcycling
2022
The Royal Enfield Hunter 350 is a roadster
motorcycle launched by Royal Enfield in August
2022 in India. It is powered by 349cc BS6 engine
that produces 20.2 bhp and 27 Nm of torque. The
Hunter 350 is the most affordable motorcycle under
the new J-platform, and the second least expensive
bike after Royal Enfield bullet 350.
2023
Royal Enfield Shotgun 650 is a 648cc factory-custom
bobber based on the same platform as the new
Super Meteor 650. A limited-edition Shotgun was
launched at the Moto verse 2023Later on the
production version was revealed
CHAPTER-3
MARKET STRATEGY ADOPTED
BY ROYAL ENFILD
'Bullet-350'-the name itself is enough to cause
Goosebumps amongst its most loyal followers. The
bullet, an iconic brand is one of India's oldest bikes.
Owned by Royal Enfield brand, it is present in over 40
countries and has fans all over the world.
Bullet almost has a cult status in India something enjoyed
by Harley Davidson and Volkswagen Beetle in other parts
of the World and has a dedicated legion of followers.
Also,there is a high co-related between the person's
obsession with the Bullet and his/her father's love for the
same. Often bullet owners have magic for the thump as
kids when their parents or elders in the family got home
a Bullet.
The Indian army was amongst the first customer of the
Bullet and thus the earlier users have defined how the
brand is perceived now. The Bullet and thus the earlier
users have defined how the brand is perceived now. The
Bullet rider is considered to a person holding right
position of power such as an Army Officer, a Policeman,
or a father - as the head of the family. This makes the
bullet truly aspirational among the boys and something
for which most guys would want to covet. Designing
brand communication for such an iconic brand is always
a challenge since the right mix of portraying heritage and
legacy vs 25 Modern well-equipped machine has to be
chosen. The Bullet has always associated with
independence, self-expression, power, and passion.
Even the marketing campaign 'Leaving Home' focused on
the same aspect as it showed a boy cutting his umbilical
cord to ride his dream bike. The brand communicated
was based on the insight that many young men stay at
home for too long missing out on the fun of an
independent life.
There is a cult following for the Royal Enfield brand
motorcycles by thecrowd.
But as we know Legendary Brand like Hindustan Motors,
Nokia Mobiles, HMT Watches didn't survive as they can't
keep up with time, although they made gem of a
product.
Royal Enfield did not repeat the mistake the above
companies did and switch to UCE (Unit Construction
Engine) and modest equipment’s for the bike. Changing
the UCE engines is the biggest strategy for Royal Enfield
Company from old cast iron and aluminum which
features a different.
Change in Strategy after Year 2000: Marketing Mix: Product:
Product which is the ruff & tuff all terrain motorcycle. It
has been upgraded with technology such as EFI
(Electronic Fuel Injection) for better response, heavy cast
iron diesel engine of the earlier model has been replaced
by a lighter but equally power full single cylinder four
strike petrol engine which is made from aluminum. The
greasehas removed from the right side to left side to
need general standard. But it was ensured that the
"VINTAGE" and "Macho."
Appeal of the bike is not damaged. Place: The market
Royal Enfield can be divided basically into two segments:
1.Metropolitans: Tier 1 & Tier 2 Cities.
2.Small Cities: Tier
3.DH (District Headquarters)
But in themarket, it commands premium position. Hence
the showrooms must be opened in the prime location of
the cities irrespective of metropolitans or small cities.
Promotion: It is the prime location of the cities
irrespective of metropolitans or small cities. Promotion:
It is promoted in MEN's magazines, local print media,
adventure trips I e. Himalayan Odyssey and Fan Club.
Prince: It is premium product hence demands a premium
price.
Segmentation, Targeting &Positioning (STP)
Segmentation: It is segmented as a leisure and adventure
curser bike. Thought in Tier 3 hat &DH market it is
associated with the social/status symbol. Targeting: It is
targeting Bikers in the age group of 25-45 years of age;
they are working executive as in case of Tier 1 & 2 Cities
and young, rich & powerful in terms of Tier 3 & DH.
CHAPTER-4
CONCLUSION
1. The buying is governed predominantly by the need
for power and respect for the iconic Brand.
2. The internal locus of control is by and large
dependent on the Sense of Control the motorcycle
offers and also on the Sense of Freedom thatusers
associate with it.
3. Users are mostly Professional Males, 25-45 years of
age, Including some student.
4. Users' display mostly Value-Expressive behavior and
Ego- defensive behavior is not seen amongst
responses.
5. 5.People who choose not to buy Bullet do so
because of high price, maintenance, and spares
hassles and also because some feel they are not
built for it.
6. 6.Advertisements are rarely recalled and are highly
ineffective amongst non-Bullet riders.
Bullets are perceived as low on cost-effectiveness, but
high on ride comfort and reliability.
QUESTIONAND ANSWERS:-
1. When was the first Royal Enfield introduced?
A. The first Royal Enfield motorcycle was built in 1901 by
the Enfield cycle company of England.
2. Define any two latest models of Royal Enfield.
A. The two latest models of Royal Enfield are Continental
GT and Interceptor 650.
3. Define any two oldest models of Royal Enfield.
A. The two oldest models of Royal Enfield are Royal
Enfield V-twin 297 CC manufactured in 1909 and Royal
Enfield 350 CC OV –storkmanufactured in 1924.
4. Explain about marketing strategy of Royal Enfield.
A. Changing the UCE engines is the biggest strategy for
Royal Enfield company from old cast iron and aluminum
which features a different.
5. What changes took place due to change in marketing
strategy OfRoyal Enfield?
A. It has been upgraded with technology such as EFI
(Electronic Fuel Injection) for better response.
6. Who is the key person to introduce Royal Enfield in
India?
A. K. R. Sundaram lyer is the key person to introduce
Royal Enfield In India.
7. What is the role of Royal Enfield in Indian Army?
A. After the Indian independence Act 1947 the new
government looked for a suitable motorcycle for its army
to patrol the country's borders. In 1952 the Royal Enfield
Bullet was chosen as the most suitable bike for the job. In
1954, the government ordered 800 in units of the 350-
ccmodel.
8. Which award did the Interceptor 650 won and when?
A. The Interceptor 650 wins the prestigious Indian
Motorcycle of the Year award in 2019.
9. After how many years a new motorcycle was
developed by Royal Enfield?
A. Forty-eight years after developing the world’s first
production café racer, Royal Enfield rolls out the all-
new Continental GT.
10. When was the first 500cc Royal Enfield was
introduced?
A. In November 1932 the first 500 cc was introduced. It
begins exporting the classic, India's first 500cc EFI to
European countries.
11. When was Electra X introduced by Royal Enfield?
A. The Electra X, an export Bullet with 500cc version was
introduced in 2004.
12. When was Enfield India renamed as Royal Enfield?
A. The Eicher Group acquires Enfield India Limited. The
company is renamed as Royal Enfield Motors Limited in
1994.
13. Which was the first sports model of Royal Enfield?
A. The Royal Enfield 350cc OHV 4 stork is the first sports
model of Royal Enfield.
14. How many types of Royal Enfield models are
introduced In India?
A. Royal Enfield introduced a total of 17 models out of
which 6 are classic models.
15. When did Royal Enfield got trademark?
A. The trademark Made like gun' is introduced in 1893.
REFERENCE
https://www.royalenfield.com/in/en/home/
https://en.wikipedia.org/wiki/Royal_Enfield
http://www.google.com
