ROYAL ENFIELD
ROYAL ENFIELD
MADE LIKE A GUN, GOES LIKE A
BULLET
Presented By:
P. Ramesh Prabhu
V . Satheesh
P . Chandru
1/23/17
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
VISION & MISSION
Vision
To be recognized as the industry
leader driving moderation in biking in
india and the developing the world.
Mission
Aims to continuously improve biking
efficiency in india and developing
markets.
Customers are the integral part of
Organization and Creating a family of
OBJECTIVES
To know the customers satisfaction
level regarding the Royal Enfield bikes as
well as the non-Enfield bikes
To analyze the market growth of the
product for completion of 1 year in
Meghalaya
To analyze the various characteristics
of the customers as well as of the bikes
HISTORY
OVERVIEW
One of the oldest motorcycle companies in the world, Established
in 1891 at UK by R.W.Smith and Alber Eadie
1955 Enfield India Ltd is incorporated India , Countrys first four
stroke motorcycle manufacturer
1994 Eicher group acquired Enfield India. The name changed to
Royal Enfield, A unit of Eicher Motors Limited
Turnover of Eicher is 5800 Crores in 2012
Royal Enfield Turnover is 900 Crores in 2011
Around 2600 employees are working for Royal Enfield
11 Brand Stores, 230 Dealers in India. Exported to 47 countries
1/23/17
THE BEGINNING CONTIN..
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
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
World War 1
Supplied various motorcycles to the
British War Department and Imperia
Russian Government
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
Attitud
e
Hea
vy
Bull
soul
pride
Hand
Crafted
Aspire
Torque
Roy
al Enfiel
d
Adventu
re
Thum
success p
culture
prime
Logo
The legacy of weapon manufacture is
reflected in logo comprising the
canon, and the motto Made like a
gun
User
s
Old
Timers
Solid culture
Proud
Deep character
Body and soul
Roshan
Sawant
New
Breed
Superficial
Romatic
less knowledge
Glossy polished
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
Royal Enfields success boosts Eicher
Motors Fortune
2013 Slowdown in commercial
vehicles market didnt effect Eicher
Motors because of Royal Enfields
success
MODELS
Royal Enfield had a wide range of offerings that all carry the same
heritage and Classicness while ensuring delivery of the best
performance and technology to our loyal base of customers across the
world.
Bullet
Classic
Export
Bullet 350 UCE
Electra Twinspark
Thunderbird
Thunderbird 350
Classic 350
Classic 500
Classic Chrome
Desert Storm
Classic EFI
Classic Military EFI
Electra EFI
Electra Deluxe EFI
Thunderbird 500
1/23/17
COMPETITORS
Purchased of Royal Enfield that attracts customers
Name of the model most purchased
Purpose for purchasing a Royal Enfield
23
25
12
14
15
8
10
4
10
8
6
4
14
13
14
20
15
16
2
0
SPECIFICATIONS
High cc (350cc)
Powerful engine
Royal look
Rennovated
High Price
These are not only some
speification these are REASONS
dur to which this bike comes in
NICHE category.
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 cunsumer needs.
Following are some more examples of
SALES OF ROYAL ENFIELD
1.8
million unit
1.6
1.4
1.2
1
0.8
0.6
0.4
0.2
0
2006-2007 2007-2008 2008-2009 2009-2010 2010-2011
million unit
Customer satisfaction level
40
This is one of the best product I
could have bought
37
35
This product is exactly what I need
32
This product hasn't worked out as
well as I thought it would
30
29
30
27
I am satisfied with my decision to
buy this product
25
Sometimes I have mixed feelings
about keeping the product
21
19
20
My choice to buy tis product was a
wise one
15
If I could do it over again, I'd buy a
different make/model
15
11
9
10
6
5
00 0 0
0 0
4
33 3
2
00
44
2
I have truly enjoyed this bike
9
8 8 8
7
5
3 3
I feel bad about my decision to buy
this product
4
2
1
Owning this bike has been a good
experience
I am sure it was the right thing to
buy this bike
SHARE PRICE INFORMATION
NSE -EICHER MOTOR LTD
Rupees 3701.70
BSE - EICHER MOTOR LTD
Rupees 3700.30
SHARE HOLDING PATTERN
Promoter s Holding 55.18%
Non Promoters Holding
Intuitions Investor holding 33.37%
General public holding - 10.72%
Other Company - 0.83%
SHARE HOLDING PATTER
Pie Chart
Other ; 9%
Public ; 10% Promoter ; 59%
other institution; 23%
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
CONCLUSION
Royal Enfield strongly promotes leisure motorcycling as a
lifestyle and encourages Royal Enfield riders/owners to keep
riding. In this regard, the company organises annual events
and rides such as the Himalayan Odyssey, the tour of NH 17
(Mumbai to Goa), the tour of the North East and the Southern
Odyssey. It also organizes the Annual festival of biking,
Rider
which
attracts
Royal Enfield
riders
fromworld
all
Royal Mania
EnfieldinisGoa
now
the oldest
motorcycle
brand
in the
over.
still in production with the Bullet model enjoying the longest
motorcycle production run of all time. Royal Enfield of India
now sells motorcycles in over twenty countries.
h
T
THANK
.
.
u
k
YOU
n
a
