ADVERTISING MANAGEMENT

THE LEGEND RIDES ON . . .

THE WORLD OF ROYAL ENFIELD

Automobile is one of the largest industries in global market. Major players in the 2-wheeler industry
Hero Honda Motors Ltd (HHML), Bajaj Auto Ltd (Bajaj Auto) TVS Motor Company Ltd (TVS).

High powered two wheelers Easy maneuverability / handling ease fuel efficiency low maintenance. Durability Value for money Higher resale values.

MOTOR VEHICLE

FOUR WHEELERS

THREE WHEELERS

TWO WHEELERS

SCOOTERS

MOTORCYCLES

MOPED & SCOOTERETTES

CRUISER

SPORTS BIKE

TOURING

STREET

OFF ROAD

ESTABLISHED IN 1890 AS ENFIELD CYCLE COMPANY by the Royal Small Arms Factory in Enfield Lock, London. Established in 1955 as ENFIELD INDIA in Chennai. Imported components and assembled it at the factory. In 1957 tooling equipment was sold to Enfield India. In 1962 production started at the Chennai factory.

CLASSIC- 500

CLASSIC- 350

BULLET ELECTRA-TWIN SPARK

BULLET- 350 STD

BULLET THUNDERBIRD-TWIN SPARK

3.2% 3.8% 14% HERO HONDA 51% 15% HONDA BAJAJ TVS ROYAL ENFIELD 13% OTHERS

Basis of segmentation
Gender Age Income Lifestyle Geographic area

Target segments
Males >25 yrs Upper & middle income group Independent, enthusiasts, passionate Urban and semi urban

Benefit

Classic style, masculinity, reliability, royalty

Particulars
Engine capacity Max power Max torque Weight Max speed

Royal Enfield Bullet Classic 500

499cc 27.2 bhp @ 5250 rpm 41.3 Nm @ 4000 rpm 182 kg 130 kmph

Bajaj Avenger 200 DTSi

198cc 17.50 bhp @ 8000 rpm 16.17 Nm @ 6000 rpm 154 kg 112 kmph

Mileage
Brakes Fuel Injection Fuel Tank capacity Price

40 kmpl
280 mm disc Front 150 mm drums Rear Yes 13.5 ltrs Rs.1,50,000

37 kmpl
260 mm disc Front 130 mm drums Rear No 14 ltrs Rs.73,775

http://www.youtube.com/watch?v=E2J9JQ5Mq74&featu re=related ( Royal Enfield) http://www.youtube.com/watch?v=rP8qOsl2w7U&featur e=related ( Royal Enfield) http://www.youtube.com/watch?v=84f4Labix8c&feature =related ( Royal Enfield) http://www.youtube.com/watch?v=8jwnLtysZIM&featur e=related ( Royal Enfield) http://www.youtube.com/watch?v=eMJPm9iK7aI&NR=1 (Royal Enfield)

Effectiveness
clearly communicates the stature of the brand

among other bikes

Message
It says " Every body makes way for the bullet". for Enfield bike owners, it is more than just a

means of transportation- instead its a life long romance

Arousal of Interest
It's a sense of belonging to an exclusive

community with unfading passion, emotion and interest.

Recall
Recent Customer Satisfaction survey conducted by

TNS auto division places Bullet in top order in customer satisfaction. This shows the customers were able to connect themselves with the communications of the advertisements. It is positioned as an Indian Icon which has survived the test of time, look no further.

http://www.youtube.com/watch?v=y10OJ1pNW3o ( Bajaj Avenger )

Effectiveness
Has almost succeeded in communicating the idea

of comfort and power riding

Message
Comfort platform and comfort riding.

Arousal of Interest
motivates a bike enthusiasts to give a test ride

Recall
Been able to recall Feel Like God

http://www.youtube.com/watch?v=gtiX2_b4Xq8 ( Hero Honda Karizma )

Effectiveness Has almost succeeded in communicating the idea of power riding and free biking Message Communicates the idea of how you ride more than where you ride. Arousal of Interest motivates a bike enthusiasts who are daring in nature, and doesnt compromise on style and performance. Recall Been able to recall-presence of Hrithik Roshan

Karizma
Focus on style, performance, power.

Avenger
Focus on comfort, style, long distance ride.

Royal Enfield
Royal Indeed. Life style vehicle-enthusiastic, passionate people Focus on power, style, iconic & majestic image,

manliness.