royalenfield-131210075805-phpapp02.docx

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Brand Management

Project- Royal Enfeld


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Royal Enfeld is the oldest surviving brand o motorcycles in the world. With itsheritage as a wea ons ma!er and " Made like a gun as tag line# Royal Enfeldstarted in the $%&'s ma!ing bicycles# lawn mowers and motorcycles in England.(ince the $&)'s# the com any hasn*t much altered the technology in the single-cylinder engined two-wheelers e+ce t or modern eatures such as direct uelinjection and switch ignition. ,he British military used the bi!es# including the" lying lea* designed or arachute dro s with airborne troo s during the(econd World War.,he manu acturer Enfeld ndia was bought over by EicherMotors /imited in $&&). ,he brand is now owned by Eicher Motors. ,hus# it is nowan ndian brand. ,he legacy o wea ons manu acture is re0ected in the logo# acannon# and their motto 1 Made like a gun, goes like a bullet 1. 2se o thebrand name Royal Enfeld was licensed by ,he 3rown in $%&'.

ROYAL ENFIELD LOGO :

Tag-line : Made like a gun

,he frst customers o the Bullet was the ndian 4rmy. More o ten than not eo lerom de ence orces# olice and head or landlords rom villages in ndia were

seen using this mean machine which hel ed in defning the brand as anas irational brand. ,he bullet was o ten seen as the vehicle o ower anda5uence. ,he love or the bullet is o ten assed on as lineage rom generation to

generation. 6 ten bullet owners have elt the magic or the thum as !ids whentheir arents or elders in the amily got home a bullet.

Brand Management Royal Enfeld Page $
http://en.wikipedia.org/wiki/Royal_Small_Arms_Factoryhttp://en.wikipedia.org/wiki/The_Crownhttp://en.wikipedia.org/wiki/The_Crownhttp://en.wikipedia.org/wiki/Royal_Small_Arms_Factory


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Brand communication

7esigning brand communication or such an iconic brand is always a challengesince the right mi+ o ortraying heritage and legacy vs modern well e8ui edmachine has to be chosen. ,he Bullet has always been associated withinde endence# sel e+ ression# ower and assion. Even the mar!eting cam aign"/eaving 9ome*# "(elfsm* ocussed on the same as ect as it showed a boycutting his umbilical cord to ride his dream bi!e. ,he brand communication wasbased on the insight that many young men stay at home or too long missing outon the un o an inde endent li e. Recently the brand communication revolves

around being inde endent# being ree and ower. Earlier in $&%'s# it was moreabout ower and authority. But during :'''# Royal Enfeld changed itscommunication rom targeting eo le above ;' years to the youth. ,he brandthen started communicating the values o sel -res ect# inde endence # owerand adventure. ,he di


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heavily through television or media.

Branding through Royal Eneld Rider Mania

6ne o the most im ortant branding activity o Royal Enfeld is the Royal EnfeldRider Mania. ,o !ee users engaged with the brand# Royal Enfeld organi?esadventure flled# un and leisure motorcycle tri s all around the year with9imalayan 6dyssey being the most rominent. Royal Enfeld also organi?es RiderMania in @oa each year in 7ecember where all the Bullet enthusiasts all over

ndia assemble or a ) day long un flled union o bullet lovers. 4ll bullet clubs inthe country ma!e it a oint to be a art o this grand event organi?ed by RE.

,here are long waitlists o enthusiasts wanting to go on such tri s. 4 lot o ublicity is also achieved through these events as a lot o news channels

showing automobile rogrammes are resent here to cover the entire grandevent.

Brand Management Royal Enfeld Page ;


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Branding through Royal Eneld Riders Club and Communities

ollowing the 9arley 7avidson model o riders club# Royal Enfeld also heavilyromotes the 3lub culture amongst its riders. ,he frst Royal Enfeld club was

started in 7ec $&&A and since then a lot o similar clubs have evolved all acrossthe country. ,oday# there are a large number o riders club ormed all across

ndia. ,hese clubs not only romote the eeling o brotherhood amongst ellowbullet riders but also organises a lot o rides to di


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Royal Eneld Merchandise

ollowing the 9arley 7avidson*s model o branding# Royal Enfeld has also startedselling their own merchandise or riders including riding jac!ets# helmets# t-shirts#gloves etc romoting sa ety or riders. 4ll these merchandise are sold in theRoyal Enfeld showrooms all over the country. ,he RE showrooms have startedallocating a se arate section in the showrooms or dis laying all thesemerchandises o Royal Enfeld. (o when a erson wal!s into the showroom orthe delivery o his bi!e# seldom do we observe him wal!ing out without ic!ingu one o these RE merchandise.

Branding through Film Industry

Bollywood and 9ollywood movie ma!ers have been using Royal Enfeld since along time. May it be Brad Pitt*s " Curious case of benjamin button * or Bollywood*s

Karan Arjun # Royal Enfeld has always been shown as a hero*s vehicle. RoyalEnfeld was frst shown in the movie " Sholay * and the song " YehDosti Hum

Brand Management Royal Enfeld Page A


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nahiToden e was shot on the bi!e.But recently 3elebrity endorsements o theBullets through flms have reached the ne+t level as due credits are given to theRoyal Enfeld and its logo is highlighted in the flm. Recently# Catrina Cai drove itin the movie " !inda i "a #ile iDobara # 4jay 7evgan in " Sin ham *# CanganaRautin " Tanu $eds #anu . 4lso (hahru!h Chan*s " %ab takhai%aan and arhan4!htar*s"&haa #ilkha&haa saw e+tensive use o this cult bi!e.

Customer Insights gathered from interviews :

,here is a sense o aura around the brand.Dery ew eo le drive Bullet but many many more as ire or it.

,he brand o


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Perceptual Mapping

n the erce tual ma ing matri+ Royal Enfeld is bound to ta!e u the elite classto right corner beating all the other brands# hands down. ,he brand value andimage which Royal Enfeld has built over the years is out o the bounds or anyother brand. ,hey are currently the most res ected motorcycles in the mar!etand lie in the remium sector. ,hey have established a cult image or themselvesand carved out a niche or themselves in the mar!et giving the owners morethan sim ly a means o trans ort. ,he brand is erceived to give a sense o ride

and authority to the owner and adds u a defnition to the erson*s character. nndia Royal Enfeld has the same image as 9arley 7avidson has in west# it gives asense o ride# reedom# assion and distinctiveness. ,hey have also set theirimage as a very manly bi!e# as being very heavy it becomes a little di cult tohandle ma!ing it ossible only or well-built eo le to handle it. ,his urther givesa hint o muscularity and ride to the owner# to be a art o the ew who canhandle the beast. ,he eo le who don*t or rather can*t# own a Royal Enfeldas ire to own one and the owners are generally loo!ed at with res ect. Manybrands li!e Bajaj and Cawasa!i tried to enter the segment with their cruiser bi!esli!e 4venger and Enticer res ectively but could not come anywhere near to the

leader "Bullet*. 4lthough they ulflled the dream o owning a cruiser bi!e orthose who couldn*t a


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Mar!eting Program nvestment3ustomerMind set

Mar!et Per ormance (hareholderDalue

Program Guality nvestor (entimentMar!e t lace 3onditions

HPage ;$%# (trategic Brand Management# Celler Et al.

Multi lier

Dalue (tage

Product3ommunication

,radeEm loyee6ther

4wareness4ssociations4ttitudes4ttachment4ctivity

Price PremiumPrice ElasticityMar!et (hareE+ ansion (uccessProftability

Predictable Reve(toc! PricePIE RatiosM!t 3a

3larity3onsistency7istinctivenessRelevance

3om etitive Res onse3hannel (u ort(egment (i?e and Profle

Mar!et 7ynamics@rowth PotentialRis! ProfleBrand 3ontribution

and ruggedness with uni8ue touch o lu+ury is not to be seen in any other brand.Royal Enfeld can very well be termed as an e itome o brand loyalty and thiscan be sensed by the act that unli!e or any other brand# eo le are ready towait or =-% months to get their Royal Enfeld.

6ther brands in the mar!et li!e Bajaj# 9ero 9onda# ,D(# (u?u!i# Jamaha etc.have their customer base diversifed and they cater to di


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Attitudes: t is erceived as a roud asset# it initially was a avourite o oliceand army ersonnel which gave it a strong association with ower and authorityAttachment: 3ustomers are very loyal to this brand# the transition rom enfeldto other com etitor is generally lowActivity: ,here are regular engagement events that !ee ha ening e+. toursorgani?ed by Royal Enfeld or grou s o Royal Enfeld bi!e owners

Market Per ormance:Price Premium: Royal Enfeld does charge a slight rice remium on its

roducts. ,his is owing to the act that the bi!e o


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P%E $atios: ,he PIE Ratio o the arent com any Eicher Motors is F=.&F and EP(o R A;.=$# which is retty good rom the investor*s oint o view.Market Cap: ,he Mar!et 3a itali?ation o Eicher Motors is R $$$.):=; billion.

Program &uality:Clarity: 4dvertising rogram and mar!eting communication o royal enfeld isvery clear. t is clearly erceived as a ower ul bi!e or enthusiasts. t s ownersta!e roud in being amongst the ew to dare to handle this bi!e.Consistency: Program has been consistent in its communication# royal enfeldstill re resents what it re resented :' years bac!. >ust that the customer basehas increased over the eriod o time# but the brand e8uity has only increased.'istinctiveness: Product clearly di


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built over the years. ,he Brand contributes around )'O EB ,74 to Eicher Motorsand is a signifcant art o their ort olio which will hel them maintain higher

roftability and revenues in uture.$ecommendations:

$ m rove the 4 ter (ales (ervice by o ening more service centres# as lot o customers have com lained about lac! o service and lot o roblems with theRoyal Enfeld bi!es. 4vailability o s ares is also a issues es ecially or old bullets.: n ndia# Royal Enfeld currently has :A' dealers# catering largely to ,ier $ :cities. t is yet to ta the otential o semi-urbanIrural mar!ets# wherea

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