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Made Like a Gun

Introduction
• Mid 19th Century  England By George
Townsend

• Bullet bikes are famous for their;


– power
– stability
– rugged look
• Established in 1955  India
– Headquarters  Chennai
– In 1990  collaboration with the Eicher Group, a
leading automotive group in India
– 1990, and merged with it in 1994
– In 1996  Govt. Imposed stringent norms for
emission  Royal Enfield was the first motorcycle
manufacturer to comply
– Today  It is the Oldest motorcycle model in the
world still in production with a high demand
Today

to

1955
Segmentation
• Demographic Segmentation
– Age
• Youth
• Middle Aged People

– Occupation
• Army and Police
• Stressful jobs
Targeting

Army and Police Personnel's


Positioning

• Tier 1 and 2 Cities  Leisurely, adventure,


Cruiser Bike

• Tier 3  Social status


Place
• Showrooms:

• Online: http://royalenfield.com/

• Bike Consultants:
Price

Bullet 350 Twin spark Continental GT

1,04,883 1,92,126
Product

• CAFÉ RACER • CRUISER


– CONTINENTAL GT – THUNDERBIRD 500
– THUNDERBIRD 350
• RETRO STREET
– CLASSIC DESERT STORM
• STANDARD STREET
– CLASSIC BATTLE
– BULLET 500
– GREENCLASSIC
– CHROMECLASSIC – BULLET ELECTRA
– 500CLASSIC 350 – BULLET 350
Promotion
• Social Group:
• Advertisements
• Customer Campaigns
– The Himalayan odysseys

– Leave Home
SWOT Analysis
• Weakness • Strength
– Not much emphasis on – Size and scale of parent
aggressive selling company
– Weak product diversity – Effective Promotion
– High price – Committed and
– Low Mileage dedicated staff
– Niche Marketing
• Opportunity • Threats
– Growing premium – Cut throat competition
segment – Increasing number of
– Global expansion into players in the market
the Caribbean & Central – Rising raw material costs
America – Increasing rates of
– Expansion of target interest on finance
market (include women)
Thank You

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