Royal enfield Counsumer behaviour
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Transcript of Royal enfield Counsumer behaviour
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The Ride of THE
Presented by:Piyush jindalPGDM 2014PCTE Baddowal
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How the The Royal Enfield looks like
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How The Royal Enfield wants and has eventually made us see The Royal Enfield
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“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.”
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HISTORY
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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
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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
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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
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The Coming into Being
• Motto – “Made like a Gun”• 1897 – Quadricycles
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A Lesser known Wild Romance
• The Royal Enfield Motorcar popularly known as “The Yellow Car” – 1902
• 8 HP DE Dion Engine
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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
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World War 1
• Supplied various motorcycles to the British War Department and Imperial Russian Government
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The Great Depression
• Royal Enfield was also hit badly as demand for motorcycles went down but bicycle manufacturing did hold on the Company
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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
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The Legendary Bullet• The Longest production run in the world
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The India Connection• “Enfield India” came into being in collaboration with “Madras
Motors” - 1955
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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
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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
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Royal Enfield – Reviving Up
• Again promoting the Leisure and Adventure positioning
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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
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Logo
• The legacy of weapon manufacture is reflected in logo comprising the canon, and the motto “Made like a gun”
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Models
• Standard Street Category Bullet 500 Bullet Electra Bullet 350
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Models
• Retro StreetClassic Desert StormClassic Battle GreenClassic ChromeClassic 500 Classic 350
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Royal Enfield Classic 500
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Models
• Cruiser Thunderbird 500 Thunderbird 350
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Models• Café Racer Continental GT
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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
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Print ads timeline -
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1930
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1935
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1936
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1949
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1950
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1956
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1957
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1957
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1957
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1959
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1967
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1967
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1967
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1967
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1967
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1968
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1968
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Movie Connection
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2003 – Everybody makes way for the Bullet
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Campaign – Wieden & Kennedy
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Campaign
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Leave Home Campaign
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Leave Home Campaign
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Leave Home Campaign
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Case Study
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A Hero’s Story
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Plight of a mother - Leave Home - Screenshot
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Giving it back to the makers - Handcrafted
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Giving back to Chennai - Handcrafted
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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
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Visiting the Temple
• Factory visits are encouraged
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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
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Thank You