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History: `

Royal Enfield is the oldest surviving brand of motorcycle in the world. Enfield Cycle Company was
established in England by two partners R.W. Smith and Albert Eadie, in early 1890s to manufacture
bicycles and subsequently motorcycles in 1901 under the brand Royal Enfield. During the First World War,
the company supplied motorcycles to the British army, including a model with a side car fitted with a
Vickers machine gun. In the Second World War, the company produced bikes for the British forces,
including the legendary bike called the “flying flea” for paratroopers. Post war the company introduced
the 350cc and 500 cc Royal Enfield Bullet bikes in 1948. RE gained popularity from the year when Indian
Government ordered 800 bikes of 350cc models for patrolling the Indian borders. Later collaboration
between RE and Erstwhile Madras motors led to Royal Enfield India. In 1994, the brand was brought by
Either Motors and thus became purely an Indian brand. In India the brand was on the verge of shut down
in the year 2000, until Mr. Siddhartha Lal a 26 year old took over as the CEO and scripted an incredible
turn around. Lal felt that the bike with its unsurpassed history, cult following, an instantly recognizable
build, and aspirational value could be bought back, provided, the mechanical drawbacks due to the 75
year old design is addressed. The team under Lal decided that, mechanical changes made to modernize
the bike shouldn’t dilute the Brand identity. The individuality, the rugged looks, the build, the head lamps,
the petrol tank and the thump of the bike were to be retained at all costs. A modern Aluminum engine
built, initially failed to replicate the signature vibrations and thump of the old engine. The team consulted
international experts and about 1000 hrs of sound mapping was done to finally arrive at a thump which
was 70% of the original. Production processes was revamped to improve quality and slowly the tide
turned. “It is a remarkable story of how a physical product was modernized without the brand losing any
of its characteristics that gave it the iconic status,” The legacy of weapons manufacture is reflected in the
logo, a cannon and the motto “Made like a gun and like a bullet”. The use of the brand name Royal Enfield
was licensed by the Crown in 1890.

BRAND ELIMENTS

PRICING

Royal Enfield comes up with a bike which is more demanded by the younger generations. So Royal Enfield
focused on the bike explorers and moderately aged youths who love to catch up with the new hard style
bikes and focuses more on quality then the price. So with this Royal Enfield follows a premium pricing
strategy in its marketing mix by delivering its customers high quality products which are worth the value.
With the goal as less of more Royal Enfield manufacturers less number of models but each one of them is
of high quality which helps them in offering a capable and stylish product under its brand to their users
who whole heartedly accept the product regardless of premium price. After the GST prices Royal Enfield
has adopted a different strategy by further diminishing the prices of its least popular bikes.

Royal Enfield has announced the post-GST prices of all of its models on sale in India. It seems that Royal
Enfield is going through a different strategy for the price revision and providing an extra reduction on its
least popular models in the market, especially on the Continental GT. The GST rate on two-wheelers is
two per cent lower as compared to the previous tax system. However, the bikes with an engine
displacement above 350cc will now be paying three percent cess as well, increasing the overall tax rate
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by one percent. Now the 350 Royal Enfield models, including the Bullet 350, Electra, Classic 350 and the
Thunderbird 350 come with a 346cc engine. So, these bikes have gone a little cheaper against their
previous prices.

PRODUCT

Royal Enfield is one the leading global motorcycle brands based out of India. Royal Enfield which started
making bikes for Indian army has a concentrated product portfolio in its marketing mix and manufactured
motorbikes are: Café Racer (Continental GT), Cruiser (Royal Enfield Thunderbird 500, Thunderbird 350),
Retro Street (Classic Squadron Blue, Classic Desert Storm, Classic Battle Green, Classic Chrome, Classic
500, Classic 350), Standard street (Royal Enfield Bullet 500, Bullet 50, Bullet ES), Himalayan. Royal Enfield
products are also known for their versatility according to consumers demand like adjusting the gears from
ideal to left. This helps them in attracting new customers. They also utilize the strength of engine as their
own strength to retain current customers. As the products are not only driven by innovations but more
with an understanding of users, market and competitors so now Royal Enfield is even changing from a
manufacturing approach to become more consumers oriented. Royal Enfield likes to make changes,
implement new things in bikes without taking their initial identity.

DISTRIBUTION

Royal Enfield has a wide-spread network of bike showrooms spread throughout the country. There are
approximately 349 Royal Enfield bike dealers operating in India as of Oct 2019. Royal Enfield bike
showrooms in India are spread across 31 states and 239 cities and include well established as well as new
Royal Enfield bike dealers.

COMMUNICATION

Brand communication Designing brand communication for such an iconic brand is always a challenge since
the right mix of portraying heritage and legacy vs modern well equipped machine has to be chosen. The
Bullet has always been associated with independence, self-expression, power and passion. Even the
marketing campaign ‘Leaving Home’, ‘Selfism’ focussed on the same aspect as it showed a boy cutting his
umbilical cord to ride his dream bike. The brand communication was based on the insight that many young
men stay at home for too long missing out on the fun of an independent life. Recently the brand
communication revolves around being independent, being free and power. Earlier in 1980s, it was more
about power and authority. But during 2000, Royal Enfield changed its communication from targeting
people above 30 years to the youth. The brand then started communicating the values of self-respect,
independence, power and adventure. The different branding activities of Royal Enfield are all encircled
around this brand communication.

ADVERTISING

Royal Enfield rarely uses television and radio advertisements for its promotions compared to other two
wheeler manufacturers in India. The first Ad of Royal Enfield was released in the year 1960 showing Bullet
as ‘ShaankiSawari’ communicating the exact brand personality and positioning as a premium product and
associating it with the pride of the owner. Later on after the revival of the brand in early 2000 they
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launched the Ad campaign ‘Jab Bullet Chalet oh Duniya Rasta De’ again highlighting the pride and respect
for the brand amongst its owner and the masses. Thus RE has never been a brand which advertises heavily
through television or media.

AMBASSDORS OF ROYAL ENFIELD

Model and fitness enthusiast Milind Soman presented the Royal Enfield Classic 350 in 2010. The Royal
Enfield introduced the new single-seat model of the motorcycle, which Milind endorsed through various
print ads. Even though the advert seems to have been removed from our memories, both Milind and
Classic 350 seems to be going strong in their respective fields.

Siddhartha lal was man behind the rise of royal Enfield which was on the verge of collapse in 1999. From
where he took it to another level of excellence. He was admirer of royal Enfield bikes.

SPORTS AND CULTURE

Royal Enfield brings together the best minds in an environment that inspires great performance and
welcomes diverse views. Infielders are passionate about the brand they represent and what they do. Royal
Enfield conducts various events such as reunions of biker gangs, and long drives such as Astral ride,
Himalayan Odyssey woman 2019, Tour of Uttarakhand 2019, chase the sun, after dark, coastal trail etc.

BOBMC Rider Mania - one of India's largest gathering of Royal Enfield motorcycles is set to happen in
Udaipur from the 1st to 3rd of February 2019. This edition will be hosted by INDIA BULL RIDERS
MOTORCYCLE CLUB.

Royal Enfield is delighted to offer a host of sponsorship options for this edition of BOBMC RIDER MANIA.
It is a great platform for brands looking to showcase themselves to the motorcycling fraternity.

The event witnesses participation from approximately 125 bullet riding clubs of the country with more
than 5000 bulleteers and media coverage across all platforms. With Royal Enfield sales and market hold
growing at 25% every year the event is expected to be more than just numbers.

PHILANTHROPY

TOP INDIAN bike maker Royal Enfield is teaming up with the forces charity 'Support Our Paras' to offer a
chance to win the sole remaining Classic 500 Pegasus – the new limited-edition motorcycle inspired by
the RE/WD 125 Flying Flea, Royal Enfield’s legendary World War Two mini folding motorcycle, dropped
alongside airborne and parachute troops.

Support Our Paras is selling raffle tickets for just £2, all of which goes to supporting serving soldiers.
Support Our Paras specifically works with those members and families of The Parachute Regiment that
have been affected either physically or psychologically by recent conflicts in Afghanistan and Iraq.

Royal Enfield has announced an online sale of 15 limited-edition Stealth Black Classic 500 motorcycles that
were part of National Security Guards’ motorcycle expedition ‘Fight Against Terror’ in September 2017. In
step one, the user registrations for these motorcycles have begun as of December 8, 2017. Upon
registration, users will get a unique identification code which can then be used on December 13, 2017
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(along with a GST-inclusive booking amount of 15,000) to try their luck in buying the motorcycle. They will
be priced at Rs 1.90 lakh (ex-showroom), each.

These motorcycles will be decorated with a unique NSG insignia and the entire proceeds from the sale of
these 15 motorcycles will go to Prerna – a not-for-profit initiative supported by NSG for differently-abled
children. The Classic 500s on sale were part of NSG's 40-day motorcycle expedition in which the Black Cat
NSG Commandos covered over 8,000km, across India. They did this to spread the message of citizens'
awareness of their collective responsibility toward fighting terror.