royal enfield

THE LEGEND RIDES ON . . .

THE WORLD OF ROYAL ENFIELD

-MADE LIKE A GUN-

THUNDERBIRD

COMPANY’S PROFILE

ESTABLISHED IN 1890 IN U.K. AS ENFIELD CYCLE COMPANY.

BROUGHT IN INDIA IN 1955 AS ENFIELD OF INDIA.

TIED UP WITH ZUNDAPP OF GERMANY IN 1980 AND SET UP A PLANT IN RANIPET NEAR CHENNAI.

CONTD . . .

IN 1994, EICHER GROUP ACCQUIRED THE COMPANY AND CHANGED THE NAME TO BE “ROYAL ENFIELD MOTORS LTD.”

THUNDERBIRD – BBC WHEELERS AWARD FOR BEST CRUISER BIKE OF INDIA.

BULLET – HALL OF PRIDE AWARD.

CONTD.

Royal Enfield is the only motorcycle company to be certified with the coveted ISO 9001 and ISO 14001 for quality and environmental systems.

Royal Enfield exports its bikes to over 25 countries including developed countries such as USA, Japan, UK and several European countries.

PRODUCT RANGE

CLASSIC- 500 CLASSIC- 350

CONTD . . .

BULLET ELECTRA- 55 BULLET- 350

THUNDERBIRD TWINSPARK

FOCUS OF PRESENTATION ON

PRODUCT

Category – Two wheeler (motorcyle) Company – Royal Enfield Brand – Thunderbird

PRODUCT SPECIFICATIONS

Model – Twin spark Type – Cruiser Top speed – 130 km/h Engine – single cylinder, 4 stroke, air-

cooled Gear – 5 speed Engine capacity – 350cc Power – 19.8 bhp @ 5250 rpm Weight – 182 kgs

MARKET SHARE

51%

13%

15%

14%3% 4%

MARKET SHARE

HERO HONDAHONDABAJAJTVS ROYAL ENFIELDOTHERS

SEGMENTATION

Geographic: Urban

Demographic:

Age Group: 25 to 50 Years

Gender: Male

Income: Upper middle and Upper.

CONTD . . .

Psychographic:

A1, A2 (SEC)

Lifestyle: Classic, Royal, Legendry.

Behavioral:

Benefit: Looks, Very much muscular.

CONTD . . .

Usage Rate: Heavy and rough use.

Attitude: Enthusiastic, Kingly.

TARGETING

TARGETS SINGLE. TARGETS PEOPLE WHO ARE MAINLY

DEPLOYED IN DEFENCE AND POLICE SERVICES.

POSITIONING

POSITIONS ITSELF IN THE MIND OF CUSTOMERS CREATING AN IMAGE WHICH IS FULL OF ROYALTY AND LEGENDRY IMAGE.

REFERENCES

www.royalenfield-ind.com www.circuitracer.com www.herohondamotors.com

!!! THANK YOU !!!