MARKETING MIX
PRODUCT
Thunderbird 500The all new Royal Enfield Thunderbird is now with
a powerful 500 cc engine, a 20 litre tank, digital meter console,
LED tail lamps and in three striking shades of black gives a new
definition to Highway cruising. Perhaps one of the most anticipated
models from the Royal Enfield stable, Thunderbird 500 is poised to
enhance the pleasure of leisure motorcycling amongst the touring
enthusiasts. Classic Desert StormThe Classic Desert Storm comes
with a sand paint scheme reminiscent of the war era, a time when
Royal Enfield motorcycles proved their capabilities and battle
worthiness by impeccable service to soldiers in harsh conditions of
the desert. Donning a younger look with styling cues one would
expect only from a genuine Royal Enfield: single cylinder
air-cooled pushrod engine, 1950s style nacelle and toolboxes,
traditional paint scheme and buffed engine components, this
motorcycle is all set to bring the pleasures of modern motorcycling
while reflecting the aura of eternal classic styling.Classic
ChromeThe Royal Enfield Classic Chrome is based on the Classic 500
with a rather generous dose of chrome on it. Like the Classic 500,
the new Classic Chrome retains the quintessential classic British
styling of the 1950s: simple, harmonious, well proportioned. The
Chrome sports a seat with a leather finish and adds to the visual
appeal of the motorcycle. Built of old-fashioned metal, in clean
elegant lines of Chrome combined with a rich paint finish the
design of the Royal Enfield Classic Chrome is a tribute to the
retro look of post war British motorcycles.Classic Battle
GreenBattle GreenThe Classic Battle Green comes to you with a paint
scheme reminiscent of the War era, a time when Royal Enfield
motorcycles proved their capabilitities and battle worthiness by
impeccable service to soldiers. Donning a younger look with styling
cues one would expect only from a genuine Royal Enfield: single
cylinder air-cooled pushrod engine, 1950s style nacelle and
toolboxes, traditional paint scheme and buffed engine components,
this motorcycle is all set to bring you the pleasures of modern
motorcycling while reflecting the aura of classic eternal
styling.
Classic 500Armed with a potent fuel injected 500cc engine and
clothed in a disarmingly appealing post war styling, this promises
to be the most coveted Royal Enfield in history. The power, the
fuel efficiency, the reliability and simple, yet drop dead gorgeous
classic styling. The classic turns heads not because it wants to
but because it cant help it. You will appreciate the beat not just
for the music it creates but also for the muted feeling of strength
and power that it signifies. The Classic 500 cc comes with class
features. It is run by a single cylinder 500 cc engine called UCE
(Unit Construction Engine), and this engine depends on fuel
injection than the carburettor. As a result, decreases in friction
of moving parts and loss of transmission are evident. The view is
simply better when you are astride a Royal Enfield Classic 500
whether moving or still. The news of the most recent chrome
finished Classic 500 is creating a sense of excitement among Bullet
enthusiasts and the launch is much awaited in India.
Classic 350The smaller twin of the Classic 500, the Classic 350
will hold its own against any other motorcycle and then pull some
more. The Classic 350 shares its power plant with the legendary
Thunderbird Twinspark. The torque to flatten mountains and the fuel
efficiency to cross entire ranges comes in the same understated yet
charming styling.This is a motorcycle that does not need to shout
to be heard. Born of a rich heritage and bred with Royal Elegance
this 350cc thumper has all the qualities of a typical Royal
Enfield. Appreciated then, appreciated now. The Classic 350 is
powered by a single cylinder 350 cc, twin spark, air cooled engine.
It features a short silencer, fuel warning indicators and a classic
speedometer. It also has an option of a single seat which has
springs for more comfort.
Thunderbird TwinsparkThe Thunderbird Twinspark was the first
model to feature Royal Enfields revolutionary Unit Construction
Engine. All the well loved features of the Thunderbird have been
retained and enhanced in some cases. Also, the twin benefit of
improved engine performance and efficiency makes this motorcycle
hard to beat in terms of pure riding pleasure as well as visual
delight. The evolutionary mix of old and new features in this
motorcycle sets it apart and makes it special for its owners.Bullet
Electra TwinsparkThe Electra now comes packed with the power and
reliability of Royal Enfields latest Twinspark Unit Construction
Engine. Along with the UCE engine come the double benefits of more
power, and better fuel economy, more reliability and lesser
maintenance.In terms of styling the latest Electra still keeps it
simple following the lines of the traditional Bullet but still
adding its unmistakably distinctive style to it.Everybody still
makes way for the Electra Twinspark.Bullet 350 TwinsparkThe
legendary Bullet 350 need no introduction. Now Bullet 350 is with
all new Unit Construction Engine.This classic machine has kept
place with advances in engineering and ergonomics without diluting
its impeccable pedigree. A long wheel base and bigger tyres provide
increased stability and road grip, making it ideal for long
distance travel.Its aristocratic black & gold livery and
thumping engine beat remind passers by that they are in the
presence of automotive royalty.Bullet Electra EFIThe Bullet Electra
is a classic motorcycle, simplistic in design with a new, robust
and reliable unit construction engine. Comfort takes a front seat
with gas filled shock absorbers and a sub frame.Bullet Electra
DeluxeThe Bullet Electra Deluxe has the same elements of the
Electra, but also features hand polished aluminium castings and a
hand lined chrome gas tank.
Bullet 500The Bullet 500 is the culmination of over 8 decades of
legacy, of the longest running model in continuous production.
Since 1932 the Bullet has mesmerized thousands all over the world
with its unique styling and one of its kind feel of ride feel. The
Bullet 500 is a seamless pairing of the majestic Bullet styling,
performance and reliability with the new technology elements like
the Electronic Fuel Injection synergized seamlessly with the period
styling.The Bullet 500 is all about romancing with history on
today's terms.
PRICE
Royal Enfield Models Price(avg.)
Thunderbird 5001,10,200
Classic Desert Storm1,05,000
Classic Chrome1,68,000
Classic Battle Green1,09,000
Classic 5001,55000
Classic 35095,000
Thunderbird Twinspark1,07,500
Bullet Electra Twinspark1,04,000
Bullet 350 Twinspark70,000
Bullet Electra EFI93,150
Bullet Electra Deluxe1,03,000
Bullet 500 classic1,24,000
Pricing strategy is as simple as in other bike manufactures, but
their segmentation strategy is for tough, ruggedness image, youth,
high price with powerful structure strategy for royal Enfield, they
have high range of 1,70,000 to lower around 75,000 rs. But still it
is far higher than the other bike manufactures. They are providing
the powerful engine with these high prices for that the royal
Enfield is well-known.
PLACE:
Royal Enfield has a distinct placement and distribution system
for its products. They are penetrating with strategy into the
Indian market and only some big cities only they are targeting but
this kina d of heavy vehicals generally using in a stste like
Hariyan and Punjab.
Channel ManagmentI. Channel Environment & StrategyChannel
environment at Royal Enfield is exclusive owing to the fact that
dealerships are also exclusive; meaning that a channel will sell
only Royal Enfield vehicle and that too of a category, for example,
a channel will sell only trucks made Royal Enfield. So it is a
dedicated channel much like cars. As a result there is no conflict
of interest because the dealer is selling only vehicles of Royal
Enfield.The challenge is to find a dealer who is willing to be a
part of such an exclusive channel. Exclusivity is also a barrier
considering not many dealers would want to commit to just one
company/channel. Secondly it involves a heavy capital
investment.
II. Channel Structure & DesignRoyal Enfield has three types
of channel structure:1. 3-S structure
2. 2-S Channel
The 2-S channel is used if there is a very big territory and
adequate no. of vehicles are not sold but vehicles are supplied in
those areas then only service and spare is required (The dealer is
not authorized to sell).3. 1-S Channel These are retailers who sell
spares only.
While selecting channel members following characteristics are
considered by Royal Enfield: Years in business Size of dealer
Growth and profit record Cooperativeness and reputation
Location
Which bike manufacturer in India would include in a feature-list
of its bike a comparison with a tractor. No prizes for guessing
Royal Enfield.The latest, Machismo 500, the bike with the pulling
power of a tractor, according to Royal Enfield officials, was
launched on Friday.But then, when have the usual rules of the game
fuel efficiency, smooth lines, flashy looks applied to a machine
from Royal Enfield starting from the Bullet, a model that has been
around for over half a century.The Machismo 500 is true to form.
The four-stroke bike with a lean-burn engine and five-speed gearbox
with left footgear shift will cost the buyer Rs1.05 lakh and there
are over 33,000 of them buying a new Royal Enfield every year and
5,000 more are willing to wait a few months after coughing up the
full payment. All of them sold on the half-century of legend,
tradition and the `bullet beat'' of a brand dating back to the
World War era.According to Anupam Thareja, Director, Royal Enfield,
its production facility at Tiruvottriyur in North Chennai is
churning out the bikes to full capacity of about 34,000 and the
company hopes to increase capacity to about 40,000 during the year.
Royal Enfield will sell just about five hundred Machismo 500s a
year, making it a "machine to aspire for," Mr Thareja said. Royal
Enfield has picked for itself a niche it promotes not motorcycles
but a motorcycling experience. The Machismo 500 is a niche within
that niche.It will be an exclusive club with the buyers getting the
`royal'' Enfield treatment at any of its brand stores and select
dealerships where the bike will be available, he said. This bike is
exported to the Europe and Australia, he added.Royal Enfield has
five other two-wheelers in the domestic market Bullet 350, Bullet
Electra 5S, Bullet Machismo and Thunderbird.
According to sales head:From our passionate and involved dealers
& distributors I once again seek your commitment in 1)
Delivering 100% faultless bikes post PDI to our customers.
Predictive & Preventive post sales service competence. No
Vehicle off the Road, on account of parts not available in your
Dealership, even for a day. 2) Adequate but well-maintained 3 S
facilities in your dealerships, confirming to RE Brand standards.3)
Your personal focus to deliver more than 95% by registering
continuous improvement in all the parameters affecting product and
customer satisfaction measures.4) Last but not the least keep
riding to become your monthly marketing activity.
So, disribution system is quite transparent as the customer the
company targeting is niche market, so no need to be a too thick
into the distribution channel, they are offering showroom belonging
to the all demographical variables, like age, education level,
average income, with the help of that they are offering only to the
limited city across the country.
PROMOTION1. Brand Campaign:Handicrafted in indiaA Royal Enfield
is a rare breed in an age of mass-produced, user-friendly
predictability. This is a mechanical motorcycle, handcrafted with
love, engineered with purpose, and designed in a way that gives
each machine its own unique character. This character is reinforced
by Royal Enfield's cultural DNA - by where it was born, and by
where it is now built.Its classic British pedigree shows in every
line, while the gleaming new engine hints at the devotion that has
enabled this legendary marque to thrive in the outskirts of
Chennai.This campaign, "Handcrafted in Chennai", is a tribute to
the wonderful people who build, sell, ride and maintain these
beloved machines, and is a heartfelt tribute to the city that Royal
Enfield calls home.
The trip
Royal Enfield is about style, panache and distinctiveness. We,
at Royal Enfield, believe that each individuals relationship with
his or her bike is unique. Their perception of themselves with
their bike is equally distinct. We launched the brand campaign
called Trip to pay tribute to Royal Enfields authentic character as
well as their owners'. The campaign draws instances from real lives
and bikes. People who have explored their adventurous traits on
their Royal Enfield. Others who have pushed the limits to find
their place in the sun. Yet some more who have simply given in to
their passion for riding and of course, their Royal Enfield. This
campaign aspires to honor these timeless passions and the spirit of
motorcycling in a world thats increasingly dependent on virtual
reality. Go ahead, enjoy the trip!
Media KitThe Royal Enfield Media Kit contains information about
the organization and the management profile. It also has the logos
and latest press releases in an easily downloadable format. This
media kit is available to download for members of the press
belonging to accredited media houses associated with Print, Radio,
TV and Online media.If you are a media representative kindly
register to access these details and also be on our list to receive
regular updates from our side. Your application for registration is
subject to terms and conditions and on approval you shall receive a
password from our side.In the last few years, Royal Enfield has
made significant strides in the global market. From North America
to Europe in the West and Japan to Australia in the East today
Royal Enfield has a pride of place across the globe. Today Royal
Enfield dedicates itself to the cause of adventure and leisure
motorcycling around the world with relevant products and
services.
2. Product CampaignsThere is a world outside the comfort of the
protected nest that mommy and daddy built. And when this world
comes calling, young people all over the world go running to see it
first-hand. But few young people in India actually get out there
and experience that feeling of being on their own. Our job as
manufacturers of liesure motorcycles and as people with a healthy
sense of adventure is to encourage this young bunch to go out there
and get a taste for the unknown.
PublicationsRoyal Enfield published their adventurous rides with
the real experiences person and also arranging such type of events
in which form the particular area the participants from all over
the country involve in the ride. There are some of the rides for
promotional purposes giver over here.The royal Enfield stall at
Auto Expo located at Hall 18 foyer has been tastefully designed as
per global standards and depicts some of the most important aspects
of the legendary marquee. The biggest attraction at the stall is
the much (eagerly) awaited and largely speculated Thunderbird 500.
This motorcycle has a lineage that redefined cruiser motorcycles in
India and has always been one of the most popular choices amongst
the long distance riders. The Thunderbird 500 is displayed on a
unique Mobile strip signifying an endless road; a dream for the
touring enthusiast. This display and theme highlights the unique
facet of this motorcycle. With its long range, comfortable cruiser
styling and seating, endless miles on the Thunderbird 500 would be
a breeze. The motorcycle is also displayed in the various finish
options that are available for it. The stall showcases the Cafe
Racer concept from Royal Enfield which is under development and an
interesting montage is playing in the background showcasing the
extensive work going on behind the cafe racer. The Making of the
Cafe Racer montage shows the efforts put by the team behind the
cafe racer and the rigorous testing routines they are putting the
concept through to perfect it as per their vision. Rajasthan offers
an exciting mix of desolate yet smooth roads and rustic country
paths with surprise sand patches as a promise to test the grit and
skills of the rider. The audience of surprised villagers watching
at the thundering cavalcade of riders in amazement add to the
exhilaration of The Tour of Rajasthan. Get a chance to be up close
and personal with one of the most famous highway legends in the
country as you pay homage to the Bullet Baba (Om Banna) a temple
devoted to a Royal Enfield Bullet.
A ride through this land of ancient warriors would be incomplete
without riding the border roads to the historic battlefields of the
1971 conflict where derelict enemy tanks bear silent witness to
that famous victory.You will get your dose of tips for riding on
loose surfaces as our expert riders help you negotiate the dusty
country roads and numerous tricky shifting sand patches. For he
desolate terrain stretches for miles and where the horizon seems to
extend in all directions is what you see when you enter the Rann of
Kutch (ROK). Even though most of the Rann is a hard-packed surface
there can be deceptive patches where soft powder is waiting to
explode into a cloud of dust as you ride over it. You always need
to be careful and very attentive not just for the natural hazards
but also for the man made ones like ruts made by tractors when the
Rann was still moist. Even though its flat, its very deceptive in
terms of visibility. After a certain time of the day the shimmering
heat rises over the salt flats creating mirages and plays tricks
with your perception of distance..Royal Enfield One Ride 2012One
Thought. One Feeling. One Love for the Royal Enfield. The One Ride
is a ride for unity/brotherhood amongst all Royal Enfield riders
across the world. This ride takes place on the 1st Sunday of April
every year to signify the commencement of the riding season in many
countries of the world. On this day all over the world the roads
come alive with the distinct thump of Royal Enfield motorcycles,
the signature heartbeat.