This is a assingment done by me on Royal Enfield Marketing strategy

1. RIDES INTO THE MASS TERRAIN
WITH NICHE MARKETING
Abhilash
PGDM12-14
Indian Institute Of Business Management
2/11/2013 Abhilash roll no-16 4Ps BUSINESS AND
MARKETING

2. ABOUT
•Royal Enfield was name under the Enfield Cycles
Company made Motocycles.
•From last few years 350cc Royal Enfield have been
picked mostly by rough and tough peoples like Police
and Military persons.
•High price of this Bike have been confined to a NICHE
category.
•The tag line shows their features like “Made Like A
Gun”.
•The main aim is “Offering better performance
,efficency,reliability and easier maintainance for
customer is always the focus” Abhilash roll no-16 4Ps BUSINESS AND
2/11/2013 MARKETING

3. SPECIFICATIONS
•Power packed muscular look
•High cc (350cc)
•Powerful engine
•Royal look
•Rennovated
•High Price
These are not only some speification these are
REASONS dur to which this bike comes in NICHE
category.
2/11/2013 Abhilash roll no-16 4Ps BUSINESS AND
MARKETING

4. NICHE MARKETING
•Also called CONCENTRATED MARKETING.
•Companies divide market for better performance or
concentration.Like they first target the market the
breaks it into different segment and at the last they
divide it smaller segment called NICHE MARKET.
•Through this firms achieve a strong market position
because of greater knowledge of cunsumer needs.
•Following are some more examples of NICHE
products like Johnson and Johnson(targeting
baby),Sugar free buiscuits(targeting Diabitic patients).
2/11/2013 Abhilash roll no-16 4Ps BUSINESS AND
MARKETING

5. SALES OF ROYAL ENFIELD
1.8 million unit
1.6
1.4
1.2
1
0.8
million unit
0.6
0.4
0.2
0
2006-2007 2007-2008 2008-2009 2009-2010 2010-2011
2/11/2013 Abhilash roll no-16 4Ps BUSINESS AND
MARKETING

6. •Royal Enfield sold 45,915 unit in all for the april –
august 2012 period a gwoth in the sale of aprox
51.53%
•For attracting customer campaign like “the
Himalayan Odysses”, “Leave Home”Etc organized by
the company.
•Leave home campaign was for youngster to leave the
comfortable life of the homes and join the adventures
life with Royal Enfield.
•They also einforced Masculinity,thrill and adventure.
•The theme “Handcrafted in Chennai” talks how 2
brothers Ashok and Jaya Kumar make this bike in
Tamil nadu by themselves.
2/11/2013 Abhilash roll no-16 4Ps BUSINESS AND
MARKETING

7. •The sound of engine like “DHUK DHUK DHUK
DHUK”is a notifying thing in this bike.
•In World War 1 this bike was used at its best and
further in 1955 Indian Government odered 800bikes
of 350cc.
•Royal enfield units in production.Lookig at the
increased demand for its bike,the company plans to
increase its production capacity upto 1.5 lakh units
per annum by early 2013.
2/11/2013 Abhilash roll no-16 4Ps BUSINESS AND
MARKETING

8. THANK YOU
2/11/2013 Abhilash roll no-16 4Ps BUSINESS AND
MARKETING