ROYAL ENFIELD

ROYAL ENFIELD
MADE LIKE A GUN, GOES LIKE A
BULLET
Presented By:
P. Ramesh Prabhu
V . Satheesh
P . Chandru
1/23/17

THE BEGINNING
Origins back to 1851 Started as a Needle
making Mill in Hunt End, Redditch,
Worcestershire, England
Early name Givry Works
Founded by George Townsend, a
businessman

VISION & MISSION

Vision
To be recognized as the industry
leader driving moderation in biking in
india and the developing the world.

Mission
Aims to continuously improve biking
efficiency in india and developing
markets.
Customers are the integral part of
Organization and Creating a family of

OBJECTIVES
To know the customers satisfaction
level regarding the Royal Enfield bikes as
well as the non-Enfield bikes

To analyze the market growth of the

product for completion of 1 year in
Meghalaya
To analyze the various characteristics
of the customers as well as of the bikes

HISTORY

OVERVIEW
One of the oldest motorcycle companies in the world, Established
in 1891 at UK by R.W.Smith and Alber Eadie
1955 Enfield India Ltd is incorporated India , Countrys first four
stroke motorcycle manufacturer
1994 Eicher group acquired Enfield India. The name changed to
Royal Enfield, A unit of Eicher Motors Limited
Turnover of Eicher is 5800 Crores in 2012
Royal Enfield Turnover is 900 Crores in 2011
Around 2600 employees are working for Royal Enfield
11 Brand Stores, 230 Dealers in India. Exported to 47 countries
1/23/17

THE BEGINNING CONTIN..

1851 1890
Givry Works phase
Needle making mill and crude
bicycle
Townsend Cyclists Saddles &
Springs phase
Modern bicycle parts
Townsend Cycles phase
Production of bicycles

The Coming into Being

1891 1900:
The Eadie Manufacturing Company
phase in 1891
Weapon manufacturing
New Bicycle Enfield
The Enfield Manufacturing Company
Ltd. 1892
1893 - Royal Enfield became the
subsidiary of The Enfield Cycle
Company Ltd. which made
motorcycles, bicycles, lawnmowers
and stationary engines

World War 1

Supplied various motorcycles to the

British War Department and Imperia
Russian Government

World War 2
Developed and manufactured many
military motorcycles for British Army
Models like Flying Fea and
Legendary J2 came into existence
Many of these models continued to
be produced after the war and made
Royal Enfield

Attitud
e

Hea
vy

Bull

soul
pride
Hand

Crafted

Aspire

Torque

Roy
al Enfiel
d
Adventu
re

Thum
success p
culture

prime

Logo
The legacy of weapon manufacture is
reflected in logo comprising the
canon, and the motto Made like a
gun

User
s
Old
Timers
Solid culture
Proud
Deep character
Body and soul

Roshan
Sawant

New
Breed
Superficial
Romatic
less knowledge
Glossy polished

The Eicher Chapter

1990 Strategic Alliance with the Eicher
Group
1994 Merged with The Eicher Group
After the merger name changed from
Enfield India to Royal Enfield

Royal Enfields success boosts Eicher

Motors Fortune
2013 Slowdown in commercial
vehicles market didnt effect Eicher
Motors because of Royal Enfields
success

MODELS
Royal Enfield had a wide range of offerings that all carry the same
heritage and Classicness while ensuring delivery of the best
performance and technology to our loyal base of customers across the
world.
Bullet

Classic

Export

Bullet 350 UCE

Electra Twinspark

Thunderbird

Thunderbird 350

Classic 350
Classic 500
Classic Chrome
Desert Storm

Classic EFI
Classic Military EFI
Electra EFI
Electra Deluxe EFI

Thunderbird 500

1/23/17

COMPETITORS

Purchased of Royal Enfield that attracts customers

Name of the model most purchased

Purpose for purchasing a Royal Enfield

23

25

12

14
15
8

10
4

10
8
6
4

14

13

14

20

15

16

2
0

SPECIFICATIONS
High cc (350cc)
Powerful engine
Royal look
Rennovated
High Price
These are not only some
speification these are REASONS
dur to which this bike comes in
NICHE category.

NICHE MARKETING
Also called CONCENTRATED MARKETING.
Companies divide market for better
performance or concentration.Like they
first target the market the breaks it into
different segment and at the last they
divide it smaller segment called NICHE
MARKET.
Through this firms achieve a strong
market position because of greater
knowledge of cunsumer needs.
Following are some more examples of

SALES OF ROYAL ENFIELD

1.8

million unit

1.6
1.4
1.2
1
0.8
0.6
0.4
0.2
0

2006-2007 2007-2008 2008-2009 2009-2010 2010-2011

million unit

Customer satisfaction level

40

This is one of the best product I

could have bought

37

35

This product is exactly what I need

32

This product hasn't worked out as

well as I thought it would

30
29

30

27

I am satisfied with my decision to

buy this product

25

Sometimes I have mixed feelings

about keeping the product

21
19

20

My choice to buy tis product was a

wise one
15

If I could do it over again, I'd buy a

different make/model

15
11
9

10
6
5

00 0 0

0 0

4
33 3
2

00

44
2

I have truly enjoyed this bike

9

8 8 8
7
5

3 3

I feel bad about my decision to buy

this product
4

2
1

Owning this bike has been a good

experience
I am sure it was the right thing to
buy this bike

SHARE PRICE INFORMATION

NSE -EICHER MOTOR LTD
Rupees 3701.70
BSE - EICHER MOTOR LTD
Rupees 3700.30

SHARE HOLDING PATTERN

Promoter s Holding 55.18%
Non Promoters Holding
Intuitions Investor holding 33.37%
General public holding - 10.72%
Other Company - 0.83%

SHARE HOLDING PATTER

Pie Chart

Other ; 9%
Public ; 10% Promoter ; 59%
other institution; 23%

Marketing Network
11 Brand Stores
250 dealers in all major cities and
towns
200 authorized service centres
Exports to 42 countries with 40
importers and over 300 dealers
across the globe

CONCLUSION
Royal Enfield strongly promotes leisure motorcycling as a
lifestyle and encourages Royal Enfield riders/owners to keep
riding. In this regard, the company organises annual events
and rides such as the Himalayan Odyssey, the tour of NH 17
(Mumbai to Goa), the tour of the North East and the Southern
Odyssey. It also organizes the Annual festival of biking,
Rider
which
attracts
Royal Enfield
riders
fromworld
all
Royal Mania
EnfieldinisGoa
now
the oldest
motorcycle
brand
in the
over.
still in production with the Bullet model enjoying the longest
motorcycle production run of all time. Royal Enfield of India
now sells motorcycles in over twenty countries.

h
T

THANK
.
.
u
k
YOU
n
a