vaibhav narkar pg95

8/2/2019 Vaibhav Narkar PG95

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To study marketing strategies

of Royal Enfield to increase its

user base in Mumbai

Vaibhav Narkar

PGB-95


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Objectives

To study the positioning of Royal Enfield & its

perception in the minds of its users.

To identify most influencing factors to

purchase Royal Enfield

To identify the various loopholes in the

current operations which are affecting the

purchase of Royal Enfield

To study promotional activities done by Royal

Enfield clubs


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Hypothesis

Ho = Sustainable engine is the only factorwhich influence purchase of Royal Enfield

H1 = There are some other factors whichinfluence purchase of Royal Enfield.


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Overview of Indian Two wheeler segment

2nd Largest two wheeler market in the world China is largest(Source : Automotive mission plan 2006-2016)

11 million units produced in 2011

(Source : SIAM)

Two wheeler segment contributes 76% of total Automobileindustry in volume terms (Source : ICRA report feb 2011)

Hero moto corp, Bajaj Auto ,TVS motors, Honda motor

cycles,Royal Enfield are the leading players (Source : ICRAs estimate)

Registered the CAGR of13% in 2010-2011 (Source : SIAM)


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http://www.businessandeconomy.org


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(Society of Indian Automobile Manufacturers)

Trends in sales Volume of Indian Two wheeler Industry


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Source :SIAM


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About Royal Enfield

1892 :The Enfield Manufacturing Company Limited

1914 : First world war -supply motorcycles to theBritish War Department

1949 :Launched in India, MadrasIndian Army wasthe sole reason

1994 : Eicher Motors acquired Enfield India &renamed it to Royal Enfield Motors Limited .

India is the only country which manufactures RoyalEnfield .

(Source :http://www.royalenfield.com)


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Siddhartha Lal CMD

Market share :0.57 % --2011(Source :http://www.businessandeconomy.org)

Royal Enfield reports 42% growth in 2011 (http://bikeadvice.in)

Announced new plant in Chennai with initial installed

capacity 1.5 Lakhs units per annum (prev 70K) ..(12 July2011,Times of India)

New launched two wheelers attracting young, city-bred and

professional (source :Times of India Jan 6, 2012) Only Indian brand tattooed on the body

Treat as a God


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Riders Groups


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Awards

Power Brand by Plan Man consulting for the year 2010-

2011

Apollo Auto India Awards 2010: Best Brand

Zigwheels.com Viewers Choice Bike of the Year2009

Zigwheels.com Bike of the Year above 251cc 2010

NDTV Profit Car & Bike Awards 2010 Motorcycle of the

Year above 250 cc

NDTV Profit Car & Bike awards 2010 Best PR

Communications Team

(Source :http://www.royalenfield.com)


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Factors influencing purchase of Harley

Davidson

Belonging

Muscularity

Cult status

Mythology

(Source: Brand Royalty: Matt Haig; Page no.201-203 ;Kogan Page publication;1st edition,2004)


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Brand personality is set of human characteristicsassociated with a brand

Its not only blood, but passion that brings bikersunder one roof(Source : Autocar India ,January 2012)

There is nothing as boring product, only boringmarketing (Source : Customize the Brand : Torsten Nilson;John )

Passion has great Place in marketing

(Source : Customize the Brand : Torsten Nilson;John )

Harley Davidson sells lot of jackets to peoplewho dont drive motorcycle


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Literature Review

Websites : http://www.icra.in

http://www.bikeindia.in

http://india-reports.in

http://www.autobhp.com

http://www.royalenfield.com

http://www.siamindia.com

News papers : Times Of India .

Economics Times (Zig Wheels)


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Literature Review

Books & Magazines : Brand Royalty: Matt Haig; Page no.201-203 ;Kogan Page publication;1st

edition,2004

The Origin of Brands: Al & Laura Ries ;Collins publications; page 253-5;

2005 Customize the Brand : Torsten Nilson;John Willy & Sons ;page 131-3;2003

The Global Brand : Nigel Hollis;Palgrave Macmillan publication;1stedition,2008

The Marketing white book:Jahagir S.Pocha;2010-2011

Principles of Marketing :Kotler;Prentice Hall Publication;page no .114-115;13th edition;2010

Bike India ; August 2010

Autocar India ,January 2012


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Thank You!!!

vaibhav narkar pg95

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