royal enfield
Post on 17-Nov-2014
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THE LEGEND RIDES ON . . .
THE WORLD OF ROYAL ENFIELD
-MADE LIKE A GUN-
THUNDERBIRD
COMPANY’S PROFILE
ESTABLISHED IN 1890 IN U.K. AS ENFIELD CYCLE COMPANY.
BROUGHT IN INDIA IN 1955 AS ENFIELD OF INDIA.
TIED UP WITH ZUNDAPP OF GERMANY IN 1980 AND SET UP A PLANT IN RANIPET NEAR CHENNAI.
CONTD . . .
IN 1994, EICHER GROUP ACCQUIRED THE COMPANY AND CHANGED THE NAME TO BE “ROYAL ENFIELD MOTORS LTD.”
THUNDERBIRD – BBC WHEELERS AWARD FOR BEST CRUISER BIKE OF INDIA.
BULLET – HALL OF PRIDE AWARD.
CONTD.
Royal Enfield is the only motorcycle company to be certified with the coveted ISO 9001 and ISO 14001 for quality and environmental systems.
Royal Enfield exports its bikes to over 25 countries including developed countries such as USA, Japan, UK and several European countries.
PRODUCT RANGE
CLASSIC- 500 CLASSIC- 350
CONTD . . .
BULLET ELECTRA- 55 BULLET- 350
THUNDERBIRD TWINSPARK
FOCUS OF PRESENTATION ON
PRODUCT
Category – Two wheeler (motorcyle) Company – Royal Enfield Brand – Thunderbird
PRODUCT SPECIFICATIONS
Model – Twin spark Type – Cruiser Top speed – 130 km/h Engine – single cylinder, 4 stroke, air-
cooled Gear – 5 speed Engine capacity – 350cc Power – 19.8 bhp @ 5250 rpm Weight – 182 kgs
MARKET SHARE
51%
13%
15%
14%3% 4%
MARKET SHARE
HERO HONDAHONDABAJAJTVS ROYAL ENFIELDOTHERS
SEGMENTATION
Geographic: Urban
Demographic:
Age Group: 25 to 50 Years
Gender: Male
Income: Upper middle and Upper.
CONTD . . .
Psychographic:
A1, A2 (SEC)
Lifestyle: Classic, Royal, Legendry.
Behavioral:
Benefit: Looks, Very much muscular.
CONTD . . .
Usage Rate: Heavy and rough use.
Attitude: Enthusiastic, Kingly.
TARGETING
TARGETS SINGLE. TARGETS PEOPLE WHO ARE MAINLY
DEPLOYED IN DEFENCE AND POLICE SERVICES.
POSITIONING
POSITIONS ITSELF IN THE MIND OF CUSTOMERS CREATING AN IMAGE WHICH IS FULL OF ROYALTY AND LEGENDRY IMAGE.
REFERENCES
www.royalenfield-ind.com www.circuitracer.com www.herohondamotors.com
!!! THANK YOU !!!
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