BRAND INVENTORY REPORT

ON ROYAL ENFIELD.

SUBMITTED BY:
GROUP 2(sec-B)
SUBHASHREE P
SWATHI RAMAMURTHY
VIJAY R
VIDHYA S
SAI SREENIVAS DATTA
 ROYAL ENFIELD

HISTORY:
Royal Enfield is an Indian motorcycle manufacturing company with
factories in Chennai, India. Originally a British motorcycle
company, Royal Enfield and indigenous Madras Motors, it is now a
subsidiary of Eicher Motors Limited, an Indian automaker.
Established in 1893, Royal Enfield is among the oldest motorcycle
companies.
In 1955, the Redditch company partnered with Madras Motors in India.
By 1962, all components were made in India.
It started in India for the Indian Army 350 cc bikes were imported in kits
from the UK and assembled in Chennai. After a few years, the company
started producing the 500 cc Bullet.
In 1990, Royal Enfield collaborated with the Eicher Group, an automotive
company in India, and merged with it in 1994.
Although Royal Enfield experienced difficulties in the 1990s, and ceased
motorcycle production at their Jaipur factory in 2002, by 2013 the
company opened a new primary factory in the Chennai suburb
of Oragadam on the strength of increased demand for its motorcycles.
In 2014 Royal Enfield appointed Pierre Terblanche as the head of new
product design.
Royal Enfield currently sells motorcycles in more than 50 countries. Royal
Enfield surpassed Harley-Davidson in global sales in 2015.
In August 2015, Royal Enfield Motors announced it is establishing its
North American headquarters and a dealership in Milwaukee, Wisconsin.
From April to September, 2015, Royal Enfield's domestic sales were 50%
higher than the previous year, despite a declining motorcycle market in
India.
 PRODUCT CATEGORY
Two wheeler motor vehicles are classified in to 7 types. Those are:
1. Sports bikes
EXAMPLES: KTM, KAWASAKI, YAMAHA, HONDA, SUZUKI, DUCATI,
BENELLI.

2. SCOOTER:
EXAMPLES: ACTIVA, VESPA, ACCESS, JUPITER, WEGO

3. OFF ROAD/DIRT BIKES

4. NAKED BIKES
EXAMPLES: KTM DUKE 200 AND DUKE 390, BENELLI TNT 899

5. STANDARD
EXAMPLES: SUZUKI GIXXER, HONDA UNICORN, TVS VICTOR, ROYAL
ENFIELD BULLET 500

6. CRUISER
EXAMPLES: TRUIMPH ROCKET 3, ROYAL ENFIELD THUNDERBIRD

7. RETRO STREET BIKES: Royal Enfield classic chrome, classic 350, classic
500.

8. TOURING
EXAMPLE: ROYAL ENFIELD HIMALAYAN
 BRAND PORTFOLIO
1. CAF RACER
a. CONTINENTAL GT

2. CRUISER
a. THUNDERBIRD 500
b. THUNDERBIRD 350

3. RETRO STREET
a. CLASSIC SQUADRON BLUE
b. CLASSIC DESERT STORM
c. CLASSIC BATTLE GREEN
d. CLASSIC CHROME
e. CLASSIC 500
f. CLASSIC 350

4. STANDARD STREET
a. BULLET 500
b. BULLET 350
c. BULLET ES

5. HIMALAYAN

TARGET CUSTOMER PROFILE:

Royal Enfield is targeting at bikers in the age group of 25-45 years of age, they
are working executives who are interested in long rides, weekend touring and
leisure riding in case of Tier 1&2 cities and young, rich and powerful in terms of
Tier 3 & district headquarters.

POINT OF PARITY:

Classic heavy body design

Masculine look
High speed stability
Excellent pickup on bumpy roads
High engine capacity bike for a lower price
High performance: 4 stroke, 350cc and 500cc engines
POINT OF DIFFERENCE:
Old vintage charm
Largest single cylinder capacity and longest stroke length
Sound Or thump
Cheap in its segment
Royal riders fan club
Loyalty rides in India
POSITIONING:
It is considered as an adventurous vehicle. It is a bike for long distance
travellers. It is also famous for its ruggedness and the royal look. It is also called
as Rajagadi [royal vehicle]. The voice of Enfield is compared to that of tractor,
but even that has helped it position in the minds of its customers. It is also
been positioned as bike for touring, leisure and adventure travel.

COMPETITOR ANALYSIS:

Motorcycle player wise market share

2011-12 2012-13 2013-14 2014-15 2015-16
BRAND
Hero
MotoCorp 55.8 53.2 51.8 52.9 52.4
Bajaj 25.5 24.4 20 16.5 17.7
HMSI 7.7 11.8 15.8 16.4 14
TVS Motors 6.2 5.5 5.5 6.2 6.7
Royal Enfield 4 1.2 1.9 3 4.7
Others 0.8 3.9 5 5 4.5
Player wise market share in premium segment 2016

BRAND PERCENTAGE

Bajaj 35.2

Enfield 22.2

Yamaha 13.5

TVS 11.6

HMSI 8.1

Hero MotoCorp 5.8

Others 3.6

MAJOR COMPETITORS: Indian Triumph, Yamaha, Bajaj, KTM, Honda

BRAND MANTRA: The brand mantra of RE is 555. It means producing

5000 bikes each month with 500 crores turnover and an operating profit of 50
crores.

BRAND SLOGAN: jab bullet chale toh dunia raasta de

BRAND ELEMENTS:
BRAND LOGO

SYMBOLS