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To study marketing strategies
of Royal Enfield to increase its
user base in Mumbai
Vaibhav Narkar
PGB-95
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Objectives
To study the positioning of Royal Enfield & its
perception in the minds of its users.
To identify most influencing factors to
purchase Royal Enfield
To identify the various loopholes in the
current operations which are affecting the
purchase of Royal Enfield
To study promotional activities done by Royal
Enfield clubs
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Hypothesis
Ho = Sustainable engine is the only factorwhich influence purchase of Royal Enfield
H1 = There are some other factors whichinfluence purchase of Royal Enfield.
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Overview of Indian Two wheeler segment
2nd Largest two wheeler market in the world China is largest(Source : Automotive mission plan 2006-2016)
11 million units produced in 2011
(Source : SIAM)
Two wheeler segment contributes 76% of total Automobileindustry in volume terms (Source : ICRA report feb 2011)
Hero moto corp, Bajaj Auto ,TVS motors, Honda motor
cycles,Royal Enfield are the leading players (Source : ICRAs estimate)
Registered the CAGR of13% in 2010-2011 (Source : SIAM)
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http://www.businessandeconomy.org
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(Society of Indian Automobile Manufacturers)
Trends in sales Volume of Indian Two wheeler Industry
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Source :SIAM
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About Royal Enfield
1892 :The Enfield Manufacturing Company Limited
1914 : First world war -supply motorcycles to theBritish War Department
1949 :Launched in India, MadrasIndian Army wasthe sole reason
1994 : Eicher Motors acquired Enfield India &renamed it to Royal Enfield Motors Limited .
India is the only country which manufactures RoyalEnfield .
(Source :http://www.royalenfield.com)
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Siddhartha Lal CMD
Market share :0.57 % --2011(Source :http://www.businessandeconomy.org)
Royal Enfield reports 42% growth in 2011 (http://bikeadvice.in)
Announced new plant in Chennai with initial installed
capacity 1.5 Lakhs units per annum (prev 70K) ..(12 July2011,Times of India)
New launched two wheelers attracting young, city-bred and
professional (source :Times of India Jan 6, 2012) Only Indian brand tattooed on the body
Treat as a God
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Riders Groups
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Awards
Power Brand by Plan Man consulting for the year 2010-
2011
Apollo Auto India Awards 2010: Best Brand
Zigwheels.com Viewers Choice Bike of the Year2009
Zigwheels.com Bike of the Year above 251cc 2010
NDTV Profit Car & Bike Awards 2010 Motorcycle of the
Year above 250 cc
NDTV Profit Car & Bike awards 2010 Best PR
Communications Team
(Source :http://www.royalenfield.com)
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Factors influencing purchase of Harley
Davidson
Belonging
Muscularity
Cult status
Mythology
(Source: Brand Royalty: Matt Haig; Page no.201-203 ;Kogan Page publication;1st edition,2004)
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Brand personality is set of human characteristicsassociated with a brand
Its not only blood, but passion that brings bikersunder one roof(Source : Autocar India ,January 2012)
There is nothing as boring product, only boringmarketing (Source : Customize the Brand : Torsten Nilson;John )
Passion has great Place in marketing
(Source : Customize the Brand : Torsten Nilson;John )
Harley Davidson sells lot of jackets to peoplewho dont drive motorcycle
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Literature Review
Websites : http://www.icra.in
http://www.bikeindia.in
http://india-reports.in
http://www.autobhp.com
http://www.royalenfield.com
http://www.siamindia.com
News papers : Times Of India .
Economics Times (Zig Wheels)
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Literature Review
Books & Magazines : Brand Royalty: Matt Haig; Page no.201-203 ;Kogan Page publication;1st
edition,2004
The Origin of Brands: Al & Laura Ries ;Collins publications; page 253-5;
2005 Customize the Brand : Torsten Nilson;John Willy & Sons ;page 131-3;2003
The Global Brand : Nigel Hollis;Palgrave Macmillan publication;1stedition,2008
The Marketing white book:Jahagir S.Pocha;2010-2011
Principles of Marketing :Kotler;Prentice Hall Publication;page no .114-115;13th edition;2010
Bike India ; August 2010
Autocar India ,January 2012
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Thank You!!!