ASSIGNMENT OF MARKETING IN PRACTICE

ON
“ROYAL ENFIELD”

Submitted in partial fulfilment of the post graduate diploma in Management

(Marketing) at Xavier Institute of Social Service, Ranchi

Submitted By:

JOSEPHIN VOLLER -41

VISHAL MEHTA – 42

Under the guidance of

PROF. ANMOL ROSHAN BODRA

XAVIER INSTITUTE OF SOCIAL SERVICE,

DR. CAMIL BULCKE PATH, RANCHI
SESSION – 2020-22

1
 ACKNOWLEDGEMENT

We hereby take this opportunity to express my gratitude to everyone who

supported me throughout the course of this project. I am thankful for their
aspiring guidance, invaluably constructive criticism and friendly advice during
the project work. We’re sincerely grateful to them for sharing their truthful and
helpful views on a number of issues related to the project.

We would like to take this opportunity to thank my guide Prof. Anmol Roshan
Bodra who constantly guided and motivated me throughout the entire course of
the project. I am thankful for his aspiring guidance, invaluably constructive
advice and illuminating views during the summer internship paper work which
were extremely valuable for my study.

We’re grateful to Ajay Singh, Former ASM of Royal Enfield, for giving us
insights of the company.

We would like to extend my gratitude to Ajay Sharma, Sales Manager at

MARVEL AUTOBIKES, Bariatu, Ranchi who took out his valuable time
and provided us the information.

Josephin Voller
Vishal Mehta

2
 INDEX

SL. NO. TOPIC PG. NO. REMARKS

1 Executive Summary

2 Company Profile

Market Share, Sale & Revenue Of

3
Royal Enfield

Product Mix, Product Line, Product

4
Strategy
Territories Of Royal Enfield,
Distribution Network, Eligibility
5
Criteria For Dealership, Store
Structure, Departments
Sales & Promotion Strategy,
6
Marketing Channels, Advertisements

7 Pricing Strategy and Structure

8 Competitors of Royal Enfield

9 SWOT Analysis

10 Conclusion

3
EXECUTIVE SUMMARY

Royal Enfield is an Indian multinational motorcycle manufacturing company

headquartered in Chennai, Tamil Nadu, India. The company is the oldest global
motorcycle brand in continuous production and operates manufacturing plants in
Chennai in India. Over the years, the Bullet and the Royal Enfield brand became
synonymous with India.
In this report we will try to understand and study the development and management of
various product lines of Royal Enfield, about various advertising and sales promotion
strategies and efforts of Royal Enfield, the channels and intermediaries of Royal
Enfield, the territories of Royal Enfield, and the overall marketing Efforts of Royal
Enfield.

OBJECTIVES OF STUDY

• Analyzing the development and management of various product lines of Royal

Enfield
• Learning about various advertising and sales promotion strategies and efforts of
Royal Enfield.
• Understanding the channels and intermediaries of Royal Enfield
• Learning about the territories of Royal Enfield
• To understand the overall marketing Efforts of Royal Enfield.

4
COMPANY PROFILE

5
Company Royal Enfield
Parent Company Eicher Motors

Type Public Listed Company

Industry Automotive

Founded 1901

Headquarters Chennai, India

Key people B Govindarajan (CEO)
Areas served Worldwide
Products Royal Enfield Bullet, Royal Enfield Classic, Royal
Enfield Meteor 350, Royal Enfield Himalayan Scram
411, Royal Enfield Himalayan, Royal Enfield
Interceptor 650, Royal Enfield Continental GT

Official Website RoyalEnfield.com

6
ROYAL ENFIELD

Royal Enfield is an Indian company of British origins. It is a public company that

deals in two-wheelers and is associated with the automotive industry. Vehicles related
to this brand are popular for rugged looks, matchless stability and sheer power. The
brand has been a favourite amongst Police and Army personnel. Royal Enfield was
founded in the year 1909 and merged with Madras Motors in the year 1955. Currently,
it is a subsidiary of its Indian parent company Eicher Motors Limited.
The brand has now gained a cult following due to its unique features. The vintage
body design, lasting impression of the thumping exhaust and their unique styling
leaves an impression on most of the onlookers. The company's motto, “Made Like A
Gun”, reflects its weapon making legacy.

EICHER MOTORS LIMITED

Eicher Motors Limited is an Indian multinational automotive company that

manufactures motorcycles and commercial vehicles, headquartered in New Delhi.
Eicher is the parent company of Royal Enfield, a manufacturer of middleweight
motorcycles.
In July 2008, EML and Volvo Group formed joint venture VE Commercial
Vehicles (VECV) which designs, manufactures and markets commercial vehicles,
engineering components and provides engineering design.

7
 VISION AND MISSION OF ROYAL ENFIELD

VISION

"To be recognized as the industry leader driving modernization in biking in India and
the developing world".

MISSION

"Aims to continuously improve biking efficiency in India and developing markets.

Customers are the integral part of the Organization & creating a Family of Bikers
Bond".

TAGLINE
“MADE LIKE A GUN”

8
 HISTORY

1901
The first Royal Enfield motorcycle is produced. Designed by R. W. Smith and
Frenchman Jules Gotiet, it has a 1 1/2 hp Minerva engine mounted in front of the
steering head. The final drive is at the rear wheel by means of a long rawhide belt.

1932
The legendary “Bullet” motorcycle is born and is first displayed in November 1932: at
the important Earls Court Motorcycle Show in London. Three versions: 250, 350 and
500cc are available, all with inclined ‘sloper’ engines, twin-ported cylinder heads, foot
gear and high compression pistons

1943
Royal Enfield produces large quantities of motorcycles and bicycles during the
Second World War. The most iconic military model is the 125cc ‘Airborne’
motorcycle known as the ‘Flying Flea’. This 125cc 2-stroke can be loaded into a
specially fabricated parachute cradle and dropped with paratroopers behind enemy
lines.

1952
Madras Motors receives an order from the Indian Army for 800 350cc Bullets. The
motorcycles arrive from Redditch in early 1953 and prove to be a great success, being
both hardy and easy to maintain.

1955
The Redditch company partners Madras Motors in India to form ‘Enfield India’. Work
commences on the construction of a purpose built factory at Tiruvottiyur, near
Madras.

1964
The iconic Continental GT café racer is launched.

1994
The Eicher Group acquires Enfield India Limited and renames it Royal Enfield
Motors Limited

9
2008
Royal Enfield begins exporting the Classic, India’s first 500cc EFI, Euro III compliant
motorcycle, to European markets. The Thunderbird Twinspark is launched with the
new Unit Construction Engine (UCE) in India

2016
Royal Enfield debuts its first purpose-built motorcycle, the Himalayan. With the all-
new LS410 engine and terrain-tested suspension, it promises the ride of a lifetime on
all roads and no roads.

2018
After premiering at EICMA 2017, Royal Enfield’s most anticipated motorcycles, the
650 Twins – Interceptor & Continental GT are launched across all global markets to
rave reviews scalping two prestigious awards - ‘The Indian Motorcycle of the Year’ &
‘The Thailand Bike of the Year

2020
Royal Enfield launches the all-new easy cruiser, the Meteor 350.

10
 MARKET SHARE,
SALE & REVENUE
OF ROYAL ENFIELD

11
MARKET SHARE OF ROYAL ENFIELD IN ALL TWO-WHEELERS
SEGMENT

According to Federation of Automobile Dealers Associations (FADA), the Vehicle

Retail Data for December 2021:
In terms of market share, Hero MotoCorp remains on the top of the list with a 34.50
percent market share. Royal Enfield which has had a drop in market share from 3.59
percent to 3.49 percent in December 2021. 

Market Share of Two-Wheeler Manufacturers:

Dec 2021

Hero Motocorp
34.50%

Others
62.01%
Royal Enfield
3.49%

Hero Motocorp Royal Enfield Others

12
 SALE REPORTS

Domestic Sale Of Royal Enfield Month Wise In Year 2020 & 2021

13
 Domestic Sale Of Royal Enfield Product-Wise In Jan 2020 & 2021

Exports Of Royal Enfield Product-Wise In Jan 2020 & 2021

Total Sales Of Royal Enfield Product-Wise In Jan 2022

14
 ENGINE CAPACITY MOTORCYCLE
<350 CC CLASSIC 350, METEOR 350,
THUNDERBIRD 350, BULLET 350
>350 CC HIMALAYAN, INTERCEPTOR 650,
CONTINENTAL GT, SCRAM 411

 Its 350cc segment sales fell to 49,586 units, down from 64,248 units at volume
loss of 14,662 units. Sales decline is reported at 22.82 percent. This segment
accounted for 84.28 percent of all sales.

 In this segment, RE sells Classic, Bullet, Electra and Meteor The above 350cc
segment saw sales grow to 9,252 units, up from 4,639 units. Volume gain stood
at 4,613 units at 99.44 percent sales growth.

15
 Revenue Generation in FY-2017 to FY-2021

Total Revenue from Operations

In FY 2017, Total Revenue was 7038 CR which went to 9794 CR in FY 2019. But in
8619 CR IN FY 2021.

Profit After Tax

In FY 2017, Profit after tax was 1560 CR, it was at peak in FY 2019 with 2054 CR
but in FY 2021 it was lowest with 1330 CR.

EBITDA

16
Earnings Before Interest, Taxes, Depreciation, and Amortization of Royal Enfield in
FY 2017 was 2206 CR which went upto 2944 CR in FY 2019 and was lowest in FY
2021 with 1787 CR.

NET CASH

Net Cash = Cash or Cash Equivalent – Total Debt

In FY 2017, Net Cash was 3187 CR which increased every year up to 7756 CR in FY
2021.

17
 PRODUCT MIX
PRODUCT LINE
PRODUCT
STRATEGY

18
 PRODUCT MIX OF ROYAL ENFIELD

 Motorcycles
 Apparel (Men and Women exclusive): Protective riding apparel, urban casual wear
and riding accessories.
 Motorcycle accessories, protective, seats, bodywork, controls, wheels, luggage and
engine.

PRODUCT LINE: ROYAL ENFIELD MOTORCYCLES

As a company that works in the automobile industry, Royal Enfield is linked with the
manufacturing and marketing of motorbikes. It started its operations as a manufacturer
of motorcycles for the Indian Army. Lawnmowers, stationary engines, bicycles, and
firearms are among its other products.

The following are some of its well-known models:

Standard Street: Bullet ES, Bullet 350

Retro Street: Classic 350
Cruiser: Meteor 350
Café Racer: Continental GT 650, Interceptor 650
Dirt Bike: Himalayan, Scram 411

19
 1. CLASSIC 350

Classic 350 gives a sense of distinctiveness , based on post-war styling. Classic

is an icon reborn as its new classic 350 is with modern underpinnings.

The Royal Enfield Classic 350 is powered by a 349.34 cc air-cooled engine. It

has a fuel tank of 13 L. The Royal Enfield Classic 350 starts at Rs 1.87 and
goes up to Rs 2.18 Lakh (ex-showroom, Delhi). It is available in five variants.

a. CHROME SERIES b. DARK SERIES

 Chrome Bronze  Dark Gunmetal Grey

 Chrome Red  Dark Stealth Black

c. SIGNALS SERIES

 Signals Marsh Grey  Signals Sandstorm

d. HALYCON SERIES

 Halycon Black

20
  Halycon Grey

 Halycon Green

e. REDDITCH SERIES

 Redditch Green  Redditch Green

 REDDITCH RED

INR 187360 – INR

EX-SHOWROOM PRICE
218310

WEIGHT 195 KG

21
 FUEL TANK 13 L

SEAT HEIGHT 805 MM

MILEAGE 35 KMPL

2. BULLET 350 & BULLET 350 ES

Bullet is the oldest brand which is still in production in its resolute and
unchanged form. It is the pride of the armed forces. Its iconic cues- thump,
pinstripes, road presence.

a. Bullet 350 ES comes in three colors:

 Regal Red
 Royal Blue
 Jet Black

22
 b. Bullet 350 also comes in three colors:

 Bullet Silver
 Onyx Black
 Black

INR 145072 – INR

EX-SHOWROOM PRICE
160374

WEIGHT 191 KG

FUEL TANK 13.5 L

SEAT HEIGHT 800 MM

MILEAGE 38 KMPL

23
 3. HIMALAYAN
Its main purpose is that it is built for adventure tourer. Versatile for riding on
an off road. It is fully grounded up with all new engine and touring capabilities.

Himalayan comes in 6 colors:

INR 214869 – INR

EX-SHOWROOM PRICE
222507

WEIGHT 199 KG

FUEL TANK 15 L

SEAT HEIGHT 800 MM

MILEAGE 30 KMPL

4. METEOR 350

24
 Easy cruise with British aesthetics and timeless charm, comfortable riding
position with easy handling ability and smooth power delivery.

Meteor comes in 3 models and 6 colors:

a. Fireball
 Fireball Yellow
 Fireball Red

b. Stellar
 Stellar Blue
 Stellar Red
 Stellar Black

c. Supernova
 Supernova Brown
 Supernova Blue

INR 201448 – INR

EX-SHOWROOM PRICE
217641

WEIGHT 191 KG

FUEL TANK 15 L

SEAT HEIGHT 765 MM

MILEAGE 35 KMPL

25
26
 5. INTERCEPTOR 650

The quintessential roadster with commanding and comfortable riding position,

it is also powered by modern twin cylinder engine and is practical to ride on
almost all terrains.

Interceptor 650 comes in 7 colors:

27
  Mark Two
 Sunset Strip
 Baker Express
 Downtown Drag
 Ventura Blue
 Canyon Red
 Orange Crush

EX-SHOWROOM INR 285159 – INR

PRICE 309171
WEIGHT 202 KG
FUEL TANK 13.7 L
SEAT HEIGHT 804 MM
MILEAGE 23 KMPL

6. CONTINENTAL GT

It is authentic for café racer . powered by modern twin cylinder engine. It is

perfect for high speed blasts on twisty backroads or a stylish motorcycle for the
city.

EX-SHOWROOM INR 301963 – INR

PRICE 326050
WEIGHT 198 KG
FUEL TANK 12.5 L
SEAT HEIGHT 793 MM
MILEAGE 25 KMPL

28
Continental GT comes in 5 colors:

 Rocker Red
 Mr. Clean
 Dux Deluxe
 British Racing Green
 Ventura Storm

29
 7. SCRAM 411

Scram 411 comes in 7 colors:

EX-SHOWROOM INR 203000 – INR

PRICE 208000
WEIGHT 185 KG
FUEL TANK 15 L
SEAT HEIGHT 795 MM
MILEAGE 30 KMPL

30
 PRODUCT STRATEGY OF ROYAL ENFIELD

 In India, after collaborating with Madras Motors it started building motorbikes

for army men. Later, with time, the motorcycles captured the overall market.
Aesthetic being the reason of attraction, the manufacturer focuses on making
the design as alluring as possible.

 In India, in the wake of working together with Madras Motors, it turned

manufacturing motorbikes for armed force men. Afterward, with time, the
bikes caught the whole economy.

 Royal Enfield bikes are likewise known for their flexibility as per customers’
orders like changing the cogwheels from ideal to left. This aids them in
drawing in new clients.

 The company also utilizes the strength of the engine as its own strength to
retain current customers. 

31
 TERRITORIES OF
ROYAL ENFIELD,
DISTRIBUTION
NETWORK,
ELIGIBILITY
CRITERIA FOR
DEALERSHIP

32
Royal Enfield is an Indian company with its headquarters based in Chennai in Tamil
Nadu. It has spread its presence to India as well as several international markets in
more than fifty countries like Spain, Switzerland, Singapore, Netherlands, Russia,
Malaysia, Korea, Canada, Brazil, France, Germany, Italy, United Kingdom, Japan,
Argentina, Australia, and the United States.
Royal Enfield has a comprehensive distribution network that comprises a variety of
dealers and stockists, allowing it to readily reach consumer markets.

MANUFACTURING PLANTS

1. Thiruvottiyur, Chennai, Tamil Nadu, India

2. Oragadam Industrial Corridor, Oragadam, Chennai, Tamil Nadu, India
3. SIPCOT Industrial Park, Vallam Vadagal, Chennai, Tamil Nadu, India
4. Campana, Buenos Aires, Argentina.

TERRITORIES OF ROYAL ENFIELD

India is divided into 4 regions which are headed by Regional Manager.

Under which comes Area and Territory Sales Manager.

1. East
2. West
3. North
4. South

Every region have multiple Depot.

There is one Regional Manager for Jharkhand and Bihar under which there are
multiple Area and Territory Sales Manager.

Jharkhand falls under E1 territory which have 2 Depots registered with the name
AROMA ENTERPRISES.

 Ranchi
 Dhanbad

Ranchi Depot covers most part of the state including Tatanagar, Ramgarh,
Hazaribagh, Chaibasa etc.
Whereas Dhanbad Depot covers Santhal region including Bokaro, Giridih regions.

33
Heavy Vehicles are used for transporting Motorcycles from Chennai to dedicated
Depots. Then 6 wheelers which have a capacity of 24 bikes are used for distributing
from Depots to Dealers.

Below Diagram shows the territories of Royal Enfield in India.

34
 DEALERSHIP IN INDIA

2050+ Studio Stores and Dealerships in India across 31 States and 239 cities.

The dealership network has grown rapidly in India. according to the statistic it has
grown 4x in the last five year. This is a graphical representation of growth rate of
Royal Enfield dealership network, the black colour signifies the studio store which is a
new initiative and red symbolises the large size stores of Royal Enfield present across
the country.

35
 INTERNATIONAL NETWORK

 DEVELOPED MARKET

EUROPE AND NORTH AMERICA

36
  DEVELOPING MARKET

ASIA AND SOUTH AMERICA

37
 ONLINE APPLICATION TO APPLY FOR DEALERSHIP

38
 ELIGIBILITY CRITERIA TO BECOME A DEALER

Those who want to start a Franchisee for Royal Enfield Motor Bikes must make 4000
Sq. Ft. ready for the showroom space. While the lump amount that need to be paid to
Royal Enfield parent company ranges between 1 Lakhs to 50 Lakhs rupees , an
additional 1 Lakhs is added to the investment as Franchisee fee. This is also supposed
to be paid to the Royal Enfield parent company. The dealer who takes the Franchisee
is expected to pay 5% out of the total gross sales every month and this is termed as
the Royalty fee.

The new Franchisee can seek the assistance of Royal Enfield for all details about the
existing and new models. They also get complete support and assistance pertaining to
all query, pricing, stock availability and delivery commitments.

In fact Royal Enfield’s support is available for the new Franchisee right from selecting
the showroom space for the new dealership. Trainings for the new Franchisees are
provided from two bases namely Chandigarh and Chennai.

CURRENT CITY CATEGORY WISE DEALERSHIP DISTRIBUTION

39
 DEALEARS IN RANCHI

Royal Enfield has 7 authorized dealers/showroom in Ranchi.

KHANNA MOTORRAD

Door No 19, Plot No 1221/C1, Bldg No B1B, Khanna Street, Circular Road,
Ranchi, Jharkhand, 834001

KHANNA MOTORRAD

Bundu NH 33, Adelhatu, Ranchi, Jharkhand, 835204

MARVEL AUTOBIKES

PLOT NO 2711,NEAR HILL TANK, KRISHNA NAGAR,

BARIYATU,BARIYATU ROAD, RANCHI, Ranchi, Jharkhand, 834009

NEW AUTO CENTRE

Sainik Bazar New Auto Centre Main Road, Ranchi, Jharkhand, 834001

RAGHU RAM AUTOCARE

Garodia Heights, Near Shani Mandir, Garikhana Chowk, Harmu Road., Ranchi,
Jharkhand, 834001

RAGHURAM AUTOCARE

Nagri,House No 88,Bhagat Toli,, Ranchi, Jharkhand, 835303

SPARE AGENCIES

Gowshala Chowk Upper Bazar North Market Road, Ranchi, Jharkhand, 834001

STORE STRUCTURE

40
 OWNER

GENERAL
MANAGER

ACCOUNTS SPARE PARTS SALES WORK

DEPARTMENT DEPARTMENT DEPARTMENT MANAGER

SALES HEAD
DEPARTMENT MECHANIC

SERVICING WORK
DEPARTMENT SUPERVISOR

MECHANICS

DEPARTMENTS:

1. SALES DEPARTMENT

SALES EXECUTIVES' RESPONSIBILITIES

 Check the assigned test ride bike status & ensure it is clean.
 Check for the availability of brochures, sales stationary etc and keep it ready
 Attend daily meeting -note down the deliverable parameters
 Update current status against the targets on all parameters
 Collect follow up sheets for enquiry /bookings/payment /delivery update the
status.
 Drop out cases to be informed to sales manager for closing
 Maintain test ride route map.

CUSTOMER ENGAGEMENT

i. Walk-in

o Welcome the customer to our showroom

o Probe the customer with well-directed questions to understand the customer
need
o Do the range presentation
o Align the customer to the apt model and explain.
o Collect the basic details from the customers with the enquiry form

41
 o Provide test ride to the customer one of the core job of the sales executive is
"To provide the best test ride experience to the customer" collect feedback
o Handle the objections raised by the customer
o Collect the next follow up date
o Promote merchandises

ii. Tele & web:

o Collect the list from data base every hour - do the follow up- invite the
customer for showroom visit and test ride
o Convert for home test ride and experience ride

iii. Booking & Retail

o Explain the booking procedure & complete delivery process to the

customer. Clearly mention the waiting period.
o Provide booking receipt, booking form & beat magazine.
o Intimate the customer about the full payment 15 days prior to the planned
delivery Provide the details about various payment options available &
documents required
o Provide assistance to the customer during the entire waiting period for any
queries raised
o Keep every customer engaged every month after looking till delivery

iv. Delivery

o List of customers waiting for delivery on date to be shared registration

status to be updated delivery documents to be kept ready one day before
delivery - then inform the customers about the time of delivery
o Tag the bikes which are ready for delivery and ready for registration
accordingly Perform the standard delivery process -explain the warranty
guidelines
o Take delivery feedback from the customer.
o Get customer installation form signed
o Explain do it yourself service pages and workshop location / contact details
o Plan group delivery rather one many delivery - let each delivery be
celebrated
o Ask reference, promote merchandise, explain future rides planned.
o Provide any assistance required for delivering the vehicle successfully

v. RTO:

42
 o Follow RTO team to track registration planned completed for your
customers
o Follow up for the RC book receipt for the customers delivered previous
month.

2. SERVICE DEPARTMENT

This department is mainly concerned to give the service for the customer. Like
wheel alignment, oil changing, engine repair, mirror work, etc. any type of work
which is concerned to the vehicles. The head of this department is service
manager.

VARIOUS DECISION IN SERVICE DEPARTMENT

o This department is responsible to improve quality repairs.

o This department is responsible to solve the problem of the customer
accurately.
o This department is responsible to reduce customers' complaints and
improve productive Hours.
o This department is head of workshop having authority to control the
workshop.

43
3. ACCOUNTING DEPARTMENT:

WORKS IN THE ACCOUNTING DEPARTMENT

Billing ,RTO, passing ,Cash receiving, Payment ,Bank payment, Purchase

entry ,Sales entry, RTGS ,Maintaining the accounts daily.

4. SPARES DEPARTMENT:

Spare parts management is a main component of a complete strategic service

management process that companies use to ensure that right spare parts and
resources are at the right place, Where the broken part is at the right time.

WORKS IN THE SPARES DEPARTMENT

Sales, Order replace, Purchase, Oil order, Spare order, Stock details, Local
accessories, Maintaining the spares at right places & Explaining the products to
mechanicals

44
 PRIMARY DATA SOURCES

 MARVEL AUTOBIKES BY SALES MANAGER: AJAY SHARMA

 FORMER-AREA SALES MANAGER: AJAY SINGH

45
 SALES &
PROMOTION
STRATEGY,
MARKETING
CHANNELS,
ADVERTISEMENTS

46
TARGET MARKET SEGMENT

Royal Enfield has targeted middle-aged groups and commercials like army and travel
agencies as they believe in quality overpricing at any given time. It has adopted a
premium pricing policy for its high-quality products.

PROMOTION MIX OF ROYAL ENFIELD

It has invented many promotional policies to sell its products successfully in the
consumer market. The company has launched innovative ad campaigns with the help
of electronic and print media. Its advertisements can be seen on television, in
magazines, newspapers, and billboards. Royal Enfield has also been up to date with
the social networking sites by launching brand awareness campaigns at social media
portals like Facebook, Twitter, Instagram, and YouTube. It also promotes its brand by
taking a part in several tv shows and also builds its goodwill by serving society in
many ways.

MARKETING STRATEGY OF ROYAL ENFIELD

A marketing strategy is a company’s overall strategy for reaching out to potential

customers and converting them into clients of the company’s products or services. The
Royal Enfield marketing strategy aids the brand/company in achieving its business
goals and objectives by positioning itself competitively in the market.

PROMOTIONAL STRATEGY OF ROYAL ENFIELD

The company has come up with various ad campaigns that are widely launched and
shared on different advertising networks such as all the social media channels, TV
ads, and Print Media too.
It has also taken being a volunteer among many shows and program to create its brand
awareness.

MARKETING CHANNELS

Royal Enfield working together with the creative agency named Weiden + Kennedy
India, the company had launched many advertisement campaigns which promote the
protective riding gears manufactured by the Royal Enfield. 

47
  PRINT MEDIA

Royal Enfield Apparel End Of Season Sale Advertisement in Newspaper.

48
  SOCIAL MEDIA

HASHTAG USED TO BUILD ITS DIGITAL COMMUNITY

Royal Enfield has been able to build a community of motorcycles enthusiasts in

the country by innovative brand campaigns and organising other related events.

#TIMELESSCLASSIC

Royal Enfield has rolled out the #TimelessClassic campaign to celebrate the
spirit of motorcycling. Motorcycling enthusiasts can participate in the
campaign by sharing their favorite ride and adventure memories on the Classic
350 with #TimelessClassic and tagging @royalenfield in their posts. These can
be shared either in the form of a photo, a video or a reel. Select entries get a
chance to be featured on Royal Enfield’s social media channels.

Other famous Hashtags were:

#BuilDYourOwnLegend
#RESlideSchool
#LeaveEveryPlaceBetter

49
 MARKETING CAMPAIGN AND INITIATIVES

 To engage with its customer base, the company conducts a plethora of rides and
events with messaging on social and environmental causes.

 ‘Art of Motorcycling’ campaign, inviting artists, creators, and motorcycling

enthusiasts across India to express their love for motorcycling with creative
illustrations and win prizes . The brand has conceptualised this annual competition
to provide young riders and creators a platform to express their love for
motorcycling through illustrations.

 Initiated a Unique Motorcycle Customisation Campaign:

‘Build Your Own Legend’ :

Enthusiasts were invited to express their love for the machines by submitting
designs for a custom motorcycle based on the Meteor 350.

 Protective Gear Campaign:

50
 Collaborating with the creative agency, Royal Enfield had launched an ad
campaign which promotes the protective riding gears manufactured by the same
company. The campaign intended to deliver the benefits of Royal Enfield’s
protective gears boosts the confidence of the rider to push their limits and explore
the world. The gears were stuffed with safety features to fit in all the climate
conditions.

 Ride Sure:

Worry-free motorcycling experience ‘Ride Sure’ assures buyers of a hassle-free

ownership experience, offering three attractive warranty packages – extended
warranty, annual maintenance, and extended roadside assistance. Covering aspects
of unscheduled repairs, preventive maintenance, parts replacement (including parts
like brake pads, accelerator cables, and clutch cables) and emergency services, the
programme delivers complete peace of mind to the owners.

 Enfield Rider's Community:

Is an Exclusive Royal Enfield Motorcycle Riders' Community, it is India's only

adventure touring club, which focuses on touring on Royal Enfield and exploring
the unexplored. Conceptualized in 2016, with a vision to promote adventure
touring in India and other parts of the world on Royal Enfield, this motorcycle club
is a true platform for all Royal Enfield riders to unleash the true potential of their
machines. Currently ERC has strong foothold across Kolkata, Assam and
Bengaluru.

51
 ENGAGEMENT WITH THE CUSTOMERS

 RIDE MANIA

BOBMC Rider Mania (BOBMC RM) is an event hosted by Brotherhood of

Bulleteers Motorcycling Consortium (BOBMC) member clubs in India every year.
It is the annual gathering of Indian Royal Enfield motorcycle owners. The event
was initiated by Vernon Dias in 2003 to commemorate the spirit of motorcycling.
Riders and biking clubs across the country gather for the two-day fest.

 HIMALIYAN ODYSSEY
Xplore is an opportunity for riders to rediscover the Himalayan landscape through
10 days of adventure riding. It involves riding through some of the most
challenging terrain, water crossings and uncharted roads, offering an experience
like no other.

 RIDERS CLUB OF EUROPE

launch of our brand new Riders Club of Europe, a community-focused, one-stop-
shop for all current and future Royal Enfield riders, embodying all aspects of
Royal Enfield’s “Pure Motorcycling” ethos.
At the heart of the Club will be a packed programme of dedicated rides, brand
experiences and event activations that will seek to build strong communities right
across Europe that are both inclusive and approachable for all Royal Enfield riders.

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 SLIDE SCHOOL

Royal Enfield is launching SLIDE SCHOOL, in collaboration with Big Rock

MotoPark, Bangalore for riders to experience this fun format in a controlled and
safe environment. The coaches at Big Rock will guide you in the basics of flat
tracking on specially customised Royal Enfield Himalayans available as a part of
the school.

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 CUSTOMER CENTRICITY

Royal Enfield has been a brand of choice for motorcycle enthusiasts. Its unique
designs, high quality products and aftersales service are as much a matter of pride for
its customers as they are for the Company. EML’s marketing strategy is underpinned
by its philosophy of delivering exceptional experiences and value to customers
through a focus on

1. Create Desirability with unique prospects

2. Cater to customer needs and expectations
3. Evaluate customer acceptance and satisfaction
4. Build trust for lifetime customers
5. To summarise its focus is on Initiate, Align, Optimise, and Advocate.
Customers’ health and safety is reflected in all aspects of the product
development process, starting with the design.
6. The Company monitors changing regulatory requirements and emission norms
to prevent harm to people as well as the environment in which we live.
7. The Company continuously experiments with new technologies to achieve
maximum rider safety and to conform to all applicable product safety
standards.
8. It also incorporates design improvements in terms of ergonomics and stability
to enhance rider comfort.
9. To provide a safe and enriching in-store experience to customers, it has a
comprehensive dealer on-boarding framework which includes detailed
assessments on service quality and possession of all requisite fire safety and
environmental clearances.

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AFTER SALES SERVICE & INITIATIVES TO ENHANCE CUSTOMER
EXPERIENCE

1. MAKE IT YOURS

Make It Yours' is a tool recently introduced by Royal Enfield, which lets you
customise, configure and set up a new Royal Enfield bike online, and even
complete the booking directly over the Internet. The tool is available online
through the Royal Enfield website, as well as on the company's official app for
iOS and Android. The customisation options vary depending on which bike you
choose, but are generally classified into three categories - Style, Comfort, and
Protection

2. STUDIO STORES

3. ROYAL ENFIELD VINTAGE

Transparent sale and purchase of pre-owned Royal Enfield Motorcycle.

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4. ROYAL ENFIELD GARAGE CAFÉ, GOA
It acts as a catalyst to deepen association with riding enthusiasts and customers.

5. RE APP
The Royal Enfield Mobile App (Android and iOS platforms) supports service
modules providing access to service booking and searching for the nearest
workshop location. The app also provides access to customising Royal Enfield’s
motorcycles, avail service experiences and unlock exciting motorcycling
experiences at the touch of a screen.
TO PLACE AN ORDER THROUGH WEBSITE AND APP

i. Login
ii. Create an account and register yourself with Royal Enfield
iii. Then you have to fill up the form ,
iv. Select the desired model
v. You can also customize using MAKE IT YOUR feature
vi. Fill the details to avail financial scheme ,
vii. The details of EMI will be shown then documentation is required

6. ROYAL ENFIELD CUSTOM PROGRAMME

Curated to build aspiration & nurture the spirit of customisation

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THE COMPANY AIMS TO PROVIDE A FRICTIONLESS EXPERIENCE
FOR ROYAL ENFIELD RIDERS

1. IN-STORE OPPORTUNITIES

Riding Gear
Helmets, riding jackets, gloves, riding trousers, riding boots, eyewear,
protectors , riding essentials such as rain gear, wind cheaters, boot cover,
armour, liners, base layers

Accessories
Bag, face mask, caps, belts, key chain, headgear, bracelets, wallets

Apparels
T-shirt, jackets, bottom wear, shoes, shirts, hoodies& sweatshirt.

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 2. IN USE OPPORTUNITIES

 Spares
 Annual Maintenances Contract
 Roadside Assistance

 Extended Warranty
Worry-free motorcycling experience ‘Ride Sure’ assures buyers of a
hassle-free ownership experience, offering three attractive warranty
packages – extended warranty, annual maintenance, and extended
roadside assistance. Covering aspects of unscheduled repairs, preventive
maintenance, parts replacement (including parts like brake pads,
accelerator cables, and clutch cables) and emergency services, the
programme delivers complete peace of mind to the owners.

 At Your Door
During COVID-19 pandemic, for maximum safety and convenience for
the customer, the company introduced an initiatives ‘At your door’ to
ensure Contactless Purchase and Service Experience, from easy Home
Test Rides, to e-payment options for motorcycle purchase and service,
to pick-up and drop facilities, it also ensured secure and hassle-free
motorcycle services at customers’ doorstep.

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 PRICING
STRATEGY

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PRICE

Royal Enfield is known for its aesthetic and unique creations. As it is one of the oldest
in the field of two-wheelers, it is one of the most trusted and highly recommended
brands in its field. It belongs to the luxurious product and has become a status symbol
in the economy. Royal Enfield has targeted middle-aged groups and commercials like
army and travel agencies as they believe in quality overpricing at any given time. It
has adopted a premium pricing policy for its high-quality products. The company
offers a powerful and modified product without leaving the basic structure which
upholds the legacy of the brand. Therefore, its target customers do not hesitate in
making a purchase irrespective of high prices.

SCRAM 411 2.03-2.08 Lakh

CLASSIC 350 1.87- 2.18 Lakh
METEOR 350 Rs.2.01 - 2.17 Lakh
INTERCEPTOR 650 Rs.2.58 - 3.10 Lakh

CONTINENTAL GT Rs.3.02 - 3.26 Lakh

HIMALAYAN Rs.2.14 - 2.22 Lakh
BULLET 350 Rs.1.45 - 1.60 Lakh

PRICING STRATEGY

Royal Enfield stands unique among its peers because of its centuries-old heritage. It is
one of the oldest two-wheeler brands in the motorcycles industry. It not only belongs
to the luxury segment of the society but it also symbolizes status of motorcycles
lovers.

The company targets the youth and mid-aged generation who have an understanding
of purchasing high-quality products of a worthy price. The manufacturer offers high
quality, stylish and powerful products which nobody will hesitate to buy irrespective
of the asked price.

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Management action taken to optimize cost base:

1. Selling Price Reset Actions:

Royal Enfield Initiated quarterly selling price reset framework with an objective to
review selling price to protect gross contribution.
Price hikes was initiated in India and international markets to maintain the gross
contribution

2. Controlling The Material Cost:

o Initiated CAT cost reduction projects by optimising PGM loading in CAT
across platforms.
o PGM cost saving thru negotiation.
o Purchase of raw material through alternatives sources helps in cost
reduction

3. Employee Cost
o Optimising the people cost by reviewing of organisation structure, merging
roles and function of employees.
o Also by outsourcing and automate whatever possible.
o Optimized contractual headcount.

4. Fixed Overhead
o Restricted travel and training resulted in savings
o Professional consultancy optimized.
o Factory overhead rationalization lead to cost savings
o Optimising IT spending’s

5. Marketing Spend
o Sharpen digital marketing
o Expense optimization thru lead negotiation
o Leaflets and folders moved to digital mode.

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 COMPETITORS OF
ROYAL ENFIELD

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COMPETITORS OF ROYAL ENFIELD ON THE BASIS OF ENGINE
CAPACITY

300-400 CC

The 300-400cc motorcycles are quite popular among young enthusiasts in India. Most of the
two-wheeler manufacturers have offerings in this segment and more are gearing up for the
same. 

 JAWA PERAK
 HONDA HIGHNESS CB 350
 TVS APACHE RR
 BMW G 310 R/GS
 KAWASAKI NINJA/W800
 KTM RC 390
 BENALLI 400
 BAJAJ DOMINAR

650 CC

 HONDA CBR650R
 APRILIA TUONO 660
 KAWASAKI VERSYS 650
 KAWASAKI NINJA 650
 SUZUKI V-STROM 650 XT
 TRIUMPH TRIDENT 660
 KAWASAKI VULCAN S

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 SWOT ANALYSIS

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 SWOT ANALYSIS

Strengths of Royal Enfield

o Royal Enfield has established a strong brand identity in the market and has
gained customer trust.
o The high-quality standards of Royal Enfield are one of the key reasons for its
renowned brand identity.
o Royal Enfield has an in-house R&D centre that is responsible for furthering
the company’s product portfolio while also ensuring the consumer’s
trustworthiness.
o Royal Enfield motorcycles are being shipped to more than 30 nations across
the world.

Weaknesses of Royal Enfield

For a few clients, the weight of the motorcycle may be an issue.
The mileage of high-cc motorcycles is a problem.

Opportunities of Royal Enfield

One of the fastest-growing industries is two-wheelers.

Threats of Royal Enfield

o In the cruiser segment, Royal Enfield competes with several other
motorcycle manufacturers around the world. It also competes in the market
with high-utility bikes.
o Market share is reduced as a result of increased competition.
o As previously stated, Royal Enfield motorcycles have minimal mileage, thus
an increase in fuel prices will have an impact on sales.

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 CONCLUSION

Royal Enfield, a key brand of Eicher Motors Limited (EML) believes in and defines
the pure motorcycling way of life. For over 120 years, Royal Enfield has carried
forward this legacy of pure motorcycling and helped its customers create memories
and experiences.

In this report we learned about History and Beginning of Royal Enfield, its Market
Share, Sale & Revenue. We studied about its Product Mix, Product Line, Product
Strategy.

While one to one talk with the Sales Manager of Marvel Auto Bikes and Former ASM
of Royal Enfield, East, we got to know about territories of Royal Enfield, its
Distribution Network, Criteria for Dealers. Then we studied about Sales &
Promotional Strategy of Royal Enfield, Various Marketing Campaigns, Channels and
Advertisements.

Then we headed to understand the Pricing Strategy of Royal Enfield, its Competitors,
and did SWOT Analysis.

This Report helped us to know various insights and Internal Marketing Practices
performed by the Company.

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