ROYAL ENFIELD

• PRESENTED BY- E3.3

• (TEA PPT)
• Atharva Khedekar-14
• Gauri Nikam-25
• Lucy Sah-28
• Rohit OJha-42
• Shantanu Pakhale-51
INTRODUCTION
•1)Royal Enfield is a well-known automobile
company primarily deals in manufacturing of
motorcycle and cycles
• 2)Apart from that it produce rifles, lawnmower,
stationary engines etc
•3)The company's motto "MADE LIKE A GUN",
reflects its weapons making legacy
•4)Royal Enfield is a company based in India with
its headquarters in Chennai.
• 5)It produced it's first ever bike under the brand
name of 'Enfield Manufacturing company in the
year 1892 in Redditch, England
EXECUTIVE
SUMMARY
•Royal Enfield is an Indian multinational motorcycle
manufacturing company with the tag of "the oldest
global motorcycle brand in continuous production"
manufactured in factories in Chennai in India. The
project report does the automobile industry analysis
with focus on two -wheeler segment with emphasis on
current trends, industrial potential and road ahead. The
objective is to identify a company and do its strategic
analysis in terms of past, present and future plans.
•The report will mention future strategic of the company
as well as recommendation in order to be a global player
with cutting edge technology and innovative product.
The strategic analysis include PESTLE ANALYSIS and
SWOT ANALYSIS.
 VISION
“To be recognized as the industry leader driving
modernization in biking in India and the
developing world”

MISSION
• “Aims to continuously improve biking efficiency
in India and developing markets. Customers
are the integral part of the Organization &
Creating a Family of Bikers Bond”
 SWOT ANALYSIS
STRENGTH OPPORTUNITES

 Strong Growth
 Strong Brand Name
 Higher Disposable
incomes
 High-Quality Standards
 

 Expanding Global Market

WEAKNESSES THREATS

 Strong Competition
 Expensive
 Fuel Rise can cause the
decrease in sales
 Low Mileage
 
 
                         PESTLE ANALYSIS
Political factor - Companies are very prone to the policy decisions of the government.

 Economic factor - The country’s GDP, its per capita income, inflation rate and per capita income
of the country in which the company operates significantly affect its business.
Social factor - Brand name is something that resonates in the mind of the people for the long
time.
Technological factor -It is regularly developing it engine making it more fuel efficient while
keeping the noise and feel of the bike intact at the same time.
Legal factor - It is very important for a company to abide by the rules and regulations set by the
government and the judiciary of a country.
Environmental factor - The company is spreading awareness about the environment protection
through its various campaigns
STP ANALYSIS
SEGMENTATION
• RE has a niche marketing and is
classified as leisure and adventure
cruiser bike in the tier  1 and tier 2 cities.
• In tier 3 market is associated with social
symbol.
• It is considered as a powerful
motorcycle for bike adventures 
• The vehicle is considered more as a
lifestyle brand
 TARGETING

• Royal Enfield Classic Target Market

• Middle class boy of the age group 18-31, It is targeting

Bikers in the age group of 25-45 years of age, they
are  working executives as in the case of Tier 1 & 2 Cities and
young, rich & powerful in   terms of Tier-3 & DH.
• A leisure bike 
• A cruiser bike 
 POSITIONING

•Royal Enfield Classic Positioning

•Royal Enfield has always positioned itself as a
manufacturer who produces bike associated
with social/ status symbol.
•Handmade classic powerful bike for Indian
roads , In Tier 1 & 2 cities it is positioned as a
leisurely, adventure, curser bike. But in Tier 3
& DH it is a bike which shows your social
status is a symbol of your  power in society. 
Marketing mix
• Product low moderate high Remark
Product variety  Range from 350cc to 650 cc

quality  Superior quality

design  Long iconic stroke
feature  Powerful engine
Brand name  High valued
Weight 
Product breadth  Focus on high end bikes

Product line length focus more on OffRoad , long

 distance and high attitude

Product line depth 

service Readily available
warranty As per standard norms
PRICE- Premium pricing quality for high quality products
PLACE-The marketing channel of Royal Enfield is the set of
mechanisms or network or network via which it goes to market,
i.e., in touch with customers for variety of tasks ranging from
demand generation to physical delivery of bikes. The customer’s
requirements for effective support determine the functions which
the members of the channel must collectively provide. 
·Product information 
·Product customization 
·Product Quality Assurance 
·Product assortment (Breadth, length, and width of product lines) 
·Availability 
·After-sale Service   
 ·Logistics 
PROMOTION- Holistic and complete marketing approach
    Focus on digital marketing Participates in various TV series and
movies to increase   the visibility of product

PEOPLE The first P of the expanded marketing mix is concerned with

the individuals that are working for the organization. It is imperative
to enroll and train the right individuals, on the grounds that this is
who the customers will be dealing with

PROCESS 
The Entire process is carried out in the factory located at Chennai
and the product is supplied in the stores and the product is supplied
in store 
PHYSICAL EVIDENCE-  The physical evidence of the Royal Enfield
remains with the product aesthetics. The ambience in the
showroom is color coordinating with the color of the bike