royal enfield counsumer behaviour

The Ride of THE

Presented by:Piyush jindalPGDM 2014PCTE Baddowal

How the The Royal Enfield looks like

How The Royal Enfield wants and has eventually made us see The Royal Enfield

“To its customers in India and elsewhere in the world, Royal Enfield means more than just motorcycles; it's a sense of belonging to an exclusive community with unfading passion, emotion and interest.”

HISTORY

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

THE BEGINNING

1851 – 1890• “Givry Works” phase Needle making mill and crude bicycle • “Townsend Cyclists Saddles & Springs” phaseModern bicycle parts• “Townsend Cycles” phaseProduction of bicycles

The Coming into Being1891 – 1900

• “The Eadie Manufacturing Company” phase in 1891Weapon 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

• Use of the brand name ”The Royal Enfield” licensed by the Crown

The Coming into Being

• Motto – “Made like a Gun”• 1897 – Quadricycles

A Lesser known Wild Romance

• The Royal Enfield Motorcar popularly known as “The Yellow Car” – 1902

• 8 HP DE Dion Engine

The Early Years• 1909 – Introduction of small motorcycle with 2 ¼ HP V twin

Motosacoche engine of Swiss origin• 1912 – JAP 770 CC V twin with a sidecar combination – It

made Enfield a household name

World War 1

• Supplied various motorcycles to the British War Department and Imperial Russian Government

The Great Depression

• Royal Enfield was also hit badly as demand for motorcycles went down but bicycle manufacturing did hold on the Company

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 what it today is

The Legendary Bullet• The Longest production run in the world

The India Connection• “Enfield India” came into being in collaboration with “Madras

Motors” - 1955

Closeout in The UK

• 1968 – Sold to Norton-Triumph-Villiers (NVT)• 1970 – Production ceased• 1971 – Company dissolved• Enfield India remained, India remained as the

only production unit• Now, India started exporting to The UK

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 Enfield – Reviving Up

• Again promoting the Leisure and Adventure positioning

Royal Enfield’s success boosts Eicher Motors Fortune

• 2013 – Slowdown in commercial vehicles market didn’t effect Eicher Motors because of Royal Enfield’s success

Logo

• The legacy of weapon manufacture is reflected in logo comprising the canon, and the motto “Made like a gun”

Models

• Standard Street Category Bullet 500 Bullet Electra Bullet 350

Models

• Retro StreetClassic Desert StormClassic Battle GreenClassic ChromeClassic 500 Classic 350

Royal Enfield Classic 500

Models

• Cruiser Thunderbird 500 Thunderbird 350

Models• Café Racer Continental GT

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

Print ads timeline -

Movie Connection

2003 – Everybody makes way for the Bullet

Campaign – Wieden & Kennedy

Campaign

Leave Home Campaign

Case Study

A Hero’s Story

Plight of a mother - Leave Home - Screenshot

Giving it back to the makers - Handcrafted

Giving back to Chennai - Handcrafted

Expeditions

• Himalayan Odyssey • Southern Odyssey• BOBMC - Brotherhood of Bulleteers

motorcycling consortium• Rider Mania - Goa• The Tour of Rann of Kutch• The tour of NH 17 (Mumbai to Goa)• The tour of Rajasthan

Visiting the Temple

• Factory visits are encouraged

Sources

• http://royalenfield.com• http://profit.ndtv.com/news/market/article-royal-enfiel

ds-success-boosts-eicher-motors-fortunes-377714

• http://www.motorcyclespecs.co.za/model/Royal%20Enfield/royal_enfield_bullet_G%205%20milatry%2012.htm

• http://www.burtonbikebits.net/royalenfieldhistory.htm• http://www.motorcycleexpeditions.com/history-of-roy

al-enfiled.php

• https://www.facebook.com/royalenfield

http://royalenfield.com/

http://royalenfield.com/

http://profit.ndtv.com/news/market/article-royal-enfields-success-boosts-eicher-motors-fortunes-377714



http://www.motorcyclespecs.co.za/model/Royal%20Enfield/royal_enfield_bullet_G%205%20milatry%2012.htm



http://www.burtonbikebits.net/royalenfieldhistory.htm

http://www.burtonbikebits.net/royalenfieldhistory.htm

http://www.motorcycleexpeditions.com/history-of-royal-enfiled.php



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