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Royal Enfield Brand Analysis Insights

This document provides a summary of the brand analysis of Royal Enfield motorcycles. It discusses the history and growth of the company from 1893 to present day. In the 1980s, Royal Enfield struggled as new competitors like Yamaha and Hero Honda entered the market. The company was acquired by Eicher in 1994 which helped revive the brand. In the 2000s, Siddhartha Lal helped change Royal Enfield's strategy back to focusing on their loyal customer base. This included modernizing the engine while keeping the vibrations customers enjoyed. Through niche marketing of targeting specific customer segments, Royal Enfield has increased sales over time and plans to further expand production capacity.

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Abhinav Dattatraya Kadam
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160 views11 pages

Royal Enfield Brand Analysis Insights

This document provides a summary of the brand analysis of Royal Enfield motorcycles. It discusses the history and growth of the company from 1893 to present day. In the 1980s, Royal Enfield struggled as new competitors like Yamaha and Hero Honda entered the market. The company was acquired by Eicher in 1994 which helped revive the brand. In the 2000s, Siddhartha Lal helped change Royal Enfield's strategy back to focusing on their loyal customer base. This included modernizing the engine while keeping the vibrations customers enjoyed. Through niche marketing of targeting specific customer segments, Royal Enfield has increased sales over time and plans to further expand production capacity.

Uploaded by

Abhinav Dattatraya Kadam
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

D

BRAND ANALYSIS OF ROYAL


ENFIELD

Indian automobile
industry

The automobile industry in India is the


ninth largest in the world with an
annual production of over 2.3 million
units in 2008.
This, along with being the second
largest populated country, makes the
automobile industry in India a very
promising one.

Profile of the
Organization
In 1893, the Enfield Manufacturing
Company Ltd was registered to
manufacture bicycles as Enfield
Manufacturing Co. Ltd.
In 1912, the Royal Enfield Model 180
sidecar combination was introduced
with a 770cc V-twin
JAP engine which was raced
successfully.

Dark Phase
The 1980s saw the entrance of
Yamaha & Hero Honda.
The problem started when Royal
Enfield wrongly identified them as its
competitors and started to compete
with them.
They shifted their focus from the
present loyal customers to the mass &
much younger generation.

1994 Eicher acquires Enfield


In March the ailing company got a new
lease of life when Eichergroup acquired
Enfield India Company. The company
name changed to Royal Enfield Motors
Limited

Change in Strategy after


Year 2000:

Just one person stood up to the board,


insisting Royal Enfield should get
another chance.
Siddhartha Lal was an unabashed
Bullet fan felt Royal Enfield could still
be saved.
The old cast iron engine was replaced
by a modern aluminium engine with
old engine's pronounced vibrations and
beat- which Royal Enfield customers

NICHE MARKETING
Also called CONCENTRATED MARKETING.
Companies
divide
market
for
better
performance or concentration. Like they first
target the market the breaks it into different
segment and at the last they divide it smaller
segment called NICHE MARKET.
Through this firms achieve a strong market
position because of greater knowledge of
consumer needs.

ALES OF ROYAL ENFIELD


1.8

million unit

1.6
1.4
1.2
1
0.8

million unit

0.6
0.4
0.2
0

2006-2007 2007-2008 2008-2009 2009-2010 2010-2011

Royal Enfield sold 45,915 unit in all for


the april august 2012 period a growth in
the sale of aprox 51.53%
For attracting customer campaign like
the
Himalayan
Odysses,
Leave
HomeEtc organized by the company.
Looking at the increased demand for its
bike, the company plans to increase its
production capacity upto 1.5 lakh units
per an

Conclusion of study
Bullets are perceived as low on costeffectiveness, but high on ride
comfort and reliability.
Nichie marketing helps firms achieve
a strong market position because of
greater knowledge of consumer
needs.

THANK YOU

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