ROYAL ENFIELD

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Royal Enfield Bullet.. >
Royal Enfield
Parent Company Madras Motors & Royal Enfield
Category Motorcycles, Scooters
Sector Two-wheeler
Tagline/ Slogan Handcrafted in Chennai; Trip
USP
Make bike like their motto Made like
a gun, goes like a bullet
STP
Segment
Middle-class people who want a bike
that is stylish and powerful
Target Group
Middle class youth from the age
bracket of !"-#"
Positioning
$ powerful motorcycle for bike
ad%enturers
Product Portfolio
Brands
1 Royal Enfield Bullet
!Royal Enfield Classic
" Royal Enfield T#under$ird
S%&T 'nalysis
Strengt# &' Si(e and scale of parent company
!' )ffecti%e $d%ertising Capability
#' High emphasis on * and +
,' )stablished brand name in the
cruiser market
"' )stablished market distribution
channel
-' ).ports motorcycles to #& countries
like the /S$, 0apan, /$), 1orea,
2ahrain, /1, 3rance, 4ermany,
$rgentina and many other countries
%ea(ness
&' 5eight of the motor cycle can be an
issue for few customers'
!' Mileage of high cc bikes is an issue
&pportunity
&'Two-wheeler segment is one of the
most growing industries
!').port of bikes is limited i'e'
untapped international markets
T#reats
&' Strong competition from 6ndian as
well as international brands
!' +ependence on go%ernment policies
and rising fuel prices
#' 2etter public transport will affect
two-wheeler sales
Comp