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

• Customer Campaigns

– The Himalayan odysseys

– Leave Home

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