royal enfield brand presentation
TRANSCRIPT
Made Like a Gun
Introduction
• Mid 19th Century England By George Townsend
• Bullet bikes are famous for their;
– power
– stability
– rugged look
• Established in 1955 India
– Headquarters Chennai
– In 1990 collaboration with the Eicher Group, a leading automotive group in India
– 1990, and merged with it in 1994
– In 1996 Govt. Imposed stringent norms for emission Royal Enfield was the first motorcyclemanufacturer to comply
– Today It is the Oldest motorcycle model in the world still in production with a high demand
1955
to
Today
Segmentation
• Demographic Segmentation
– Age
• Youth
• Middle Aged People
– Occupation
• Army and Police
• Stressful jobs
Targeting
Army and Police Personnel's
Positioning
• Tier 1 and 2 Cities Leisurely, adventure, Cruiser Bike
• Tier 3 Social status
Place
• Showrooms:
• Online: http://royalenfield.com/
• Bike Consultants:
Price
1,04,883 1,92,126
Bullet 350 Twin spark Continental GT
Product
• CAFÉ RACER
– CONTINENTAL GT
• RETRO STREET
– CLASSIC DESERT STORM
– CLASSIC BATTLE
– GREENCLASSIC
– CHROMECLASSIC
– 500CLASSIC 350
• CRUISER
– THUNDERBIRD 500
– THUNDERBIRD 350
• STANDARD STREET
– BULLET 500
– BULLET ELECTRA
– BULLET 350
Promotion• Social Group:
• Advertisements
SWOT Analysis
• Strength
– Size and scale of parent company
– Effective Promotion
– Committed and dedicated staff
– Niche Marketing
• Weakness
– Not much emphasis on aggressive selling
– Weak product diversity
– High price
– Low Mileage
• Opportunity
– Growing premium segment
– Global expansion into the Caribbean & Central America
– Expansion of target market (include women)
• Threats
– Cut throat competition
– Increasing number of players in the market
– Rising raw material costs
– Increasing rates of interest on finance
Thank You