Royal enfield project report

SALES IMPROVISATION AND PROMOTIONAL ACTIVITY
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RNSFIRST GRADE COLLEGE
CHAPTER 1
INTRODUCTION
PART- A 1.1
THE FIRST MOTOR CYCLE
We are going to begin by looking at the first bikes. They didn’t work very well and they
were not very fast but moved with being drawn by a horse or being pedalled. When you
look at a motorcycle today, have you ever thought what the old bikes were like? Were
they easy to ride? How fast they go? Were they comfortable? To answer all these
questions, we have got to go quite a long way back say about 100 years. The world was
very different in those days and there must have been a feeling of great excitement.
There was a great interest in science and engineering and almost every week, some
fantastic invention appeared. This was period when people started thinking about how to
travel quickly and safely. Before cars and bikes, the quickest mode of travelling was
steam trains. And if there was a near to where you wanted to go then the next best thing
was a stagecoach or paddle streamer. No one, except the very rich, could get from their
own house to where they were going very quickly. Then in 1885, a German called
Gottlieb Daimler made a small engine, which ran on kind of petrol. It wasn’t a very good
engine but it just worked. Daimler fitted the engine to cycle type frame, which exactly
had one wheel at the front and two wheels at the rear.

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In the following year, another German, Wilhelm Maybach rode the Daimler bike for a
few meters- something which everyone thought was very brave. At last, a way of moving
people directly from one place to another had been invested. Not everybody thought that
this was a good idea. In England, there was a law, which said that no vehicle powered by
an engine could go faster than 4mph which about as fast as you walk. Many of the people
were afraid and urged that the bike should be banned. But in 1896 an act was passed that
bikes can travel 12mph speed.
This considered being a fantastic speed. At the same time a French engineer called De
Dion made the first good engine for motor cycle and soon everyone was having a try at
making complete machine. And this was a turning point where bike started getting its
actual look many ideas poured in and were given shapes also.
Experiment and Inventions
Butler's Patent Velocycle
The very first commercial design for a self-propelled bicycle was a three-wheel design
called the Butler Petrol Cycle, conceived of and built by Edward Butler in England in
1884. He exhibited his plans for the vehicle at the Stanley Cycle Show in London in 1884,
two years earlier than Karl Benz invented his first automobile who is generally
recognized as the inventor of the modern automobile. Butler's vehicle was also the first
design to be shown at the 1885 International Inventions Exhibition in London.

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The vehicle was built by the Merryweather Fire Engine company in Greenwich, in
1888. the Butler Petrol Cycle (first recorded use of the term) It was a three-wheeled
vehicle, with the rear wheel directly driven by a 5/8hp (466W) 600 cc (40 in3; 2¼×5-inch
{57×127-mm}) flat twin four stroke engine (with magneto ignition replaced by coil and
battery), equipped with rotary valves and a float-fed carburettor (five years
before Maybach),[6] and Ackermann steering, all of which were state of the art at the time.
Starting was by compressed air. The engine was liquid-cooled, with a radiator over the
rear driving wheel. Speed was controlled by means of a throttle valve lever. No braking
system was fitted; the vehicle was stopped by raising and lowering the rear driving wheel
using a foot-operated lever; the weight of the machine was then borne by two small castor
wheels. The driver was seated between the front wheels. It wasn't, however, a commercial
success, as Butler failed to find sufficient financial backing. Another early internal
combustion, petroleum fueled motorcycle was the Petroleum Reitwagen. It was designed
and built by the German inventors Gottlieb Daimler and Wilhelm Maybach in Bad
Cannstatt, Germany in 1885. This vehicle was unlike either the safety bicycles or
the boneshaker bicycles of the era in that it had zero degrees of steering axis angle and
no fork offset, and thus did not use the principles of bicycle and motorcycle
dynamics developed nearly 70 years earlier. Instead, it relied on two outrigger wheels to
remain upright while turning. The inventors called their invention the Reitwagen ("riding
car"). It was designed as an expedient testbed for their new engine, rather than a true
prototype vehicle.
First Commercial
Diagram of 1894 Hildebrand & Wolfmüller

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In the decade from the late 1880s, dozens of designs and machines emerged, particularly
in Germany and England, and soon spread to America. During this early period of
motorcycle history, there were many manufacturers since bicycle makers were adapting
their designs for the new internal combustion engine.
In 1894, Hildebrand & Wolf muller became the first series production motorcycle, and
the first to be called a motorcycle (German: Motorrad). However, only a few hundred
examples of this motorcycle were ever built. The first instance of the term "motorcycle"
also appears in English the same year in materials promoting machines developed by E.J.
Pennington, although Pennington's motorcycles never progress past the prototype stage.
Excelsior Motor Company, originally a bicycle manufacturing company based
in Coventry, England, began production of their first motorcycle model in 1896, available
for purchase by the public. The first production motorcycle in the US was the Orient-
Aster, built by Charles Metz in 1898 at his factory in Waltham, Massachusetts. In the
early period of motorcycle history, many producers of bicycles adapted their designs to
accommodate the new internal combustion engine. As the engines became more powerful
and designs outgrew the bicycle origins, the number of motorcycle producers increased.
Many of the nineteenth century inventors who worked on early motorcycles often moved
on to other inventions. Daimler and Roper, for example, both went on to develop
automobiles. At the turn of the century the first major mass-production firms were set up.
In 1901 English quadricycle and bicycle maker Royal Enfield introduced its first
motorcycle, with a 239cc engine mounted in the front and driving the rear wheel through
a belt. In 1898, English bicycle maker Triumph decided to extend its focus to include
motorcycles, and by 1902, the company had produced its first motorcycle—a bicycle
fitted with a Belgian-built engine. A year later, it was the largest motorcycle manufacturer
with an annual production of over 500 units. Other British firms
were Norton and Birmingham Small Arms Company who began motorbike production
in 1902 and 1910, respectively.
In 1901, the Indian Motorcycle Manufacturing Company, which had been founded by
two former bicycle racers, designed the so-called "diamond framed" Indian Single, whose
engine was built by the Aurora Firm in Illinois per Indian's specifications. The Single
was made available in the deep blue. Indian's production was up to over 500 bikes by
1902, and would rise to 32,000, its best ever, in 1913. producing over 20,000 bikes per
year. The American company Harley-Davidson started producing motorcycles in 1903.

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During this period, experimentation and innovation were driven by the popular new sport
of motorcycle racing, with its powerful incentive to produce tough, fast, reliable
machines. These enhancements quickly found their way to the public’s machines.
Chief August Vollmer of the Berkeley, California Police Department is credited with
organizing the first official police motorcycle patrol in the United States in 1911. By
1914, motorcycles were no longer just bicycles with engines; they had their own
technologies, although many still maintained bicycle elements, like the seats and
suspension.
The first World War
Harley-Davidson based their military model on the their J series motorcycle
During the First World War, motorbike production was greatly ramped up for the war
effort to supply effective communications with front line troops. Messengers on horses
were replaced with dispatch riders on motorcycles carrying messages, performing
reconnaissance personnel and acting as a military police. American company Harley-
Davidson was devoting over 50% of its factory output toward military contract by the
end of the war. The British company Triumph Motorcycles sold more than 30,000 of
its Triumph Type H model to allied forces during the war. With the rear wheel driven by
a belt, the Model H was fitted with a 499 cc air-cooled four-stroke single-cylinder engine.
It was also the first Triumph not to be fitted with pedals, so was a true motorcycle.
The Model H in particular, is regarded by many as having been the first "modern
motorcycle". Introduced in 1915 it had a 550cc side-valve four-stroke engine with a three-
speed gearbox and belt transmission. It was so popular with its users that it was
nicknamed the "Trusty Triumph."

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Post-war
A pre-war Polish Sokół 1000
By 1920, Harley-Davidson became the largest manufacturer, with their motorcycles
being sold by dealers in 67 countries. By the late 1920s or early 1930s, DKW in Germany
took over as the largest manufacturer. BMW motorcycles came on the scene in 1923 with
a shaft drive and an opposed-twin or "boxer" engine enclosed with the transmission in a
single aluminium housing.
By 1931, Indian and Harley-Davidson were the only two American manufacturers
producing commercial motorcycles. This two-company rivalry in the United States
remained until 1953, when the Indian Motorcycle factory in Springfield,
Massachusetts closed and Royal Enfield took over the Indian name.
There were over 80 different makes of motorcycle available in Britain in the 1930s, from
the familiar marques like Norton, Triumph and AJSto the obscure, with names like New
Gerrard, NUT, SOS, Chell and Whitwood, about twice as many motorcycle makes
competing in the world market during the early 21st century.
In 1937, Joe Petrali set a new land speed record of 136.183 mph (219.165 km/h) on a
modified Harley-Davidson 61 cubic inch (1,000 cc) overhead valve-driven
motorcycle. The same day, Petrali also broke the speed record for 45 cubic inch (737 cc)
engine motorcycles.
In Europe, production demands, driven by the build up to World War II, included
motorcycles for military use, and BSA supplied 126,000BSA M20 motorcycles to the
British armed forces, starting in 1937 and continuing until 1950. Royal Enfield also
produced motorcycles for the military, including a 125 cc lightweight motorcycle that
could be dropped (in a parachute-fitted tube cage) from an aircraft.

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After World War II
An original Vespa with sidecar
After the World War II, some American veterans found a replacement for the
camaraderie, excitement, danger and speed of life at war in motorcycles. Grouped into
loosely organized clubs, motorcycle riders in the US created a new social institution—
the motorcyclists or "bikers"—which was later skewed by the "outlaw" persona Marlon
Brando portrayed in the 1954 film The Wild One.
In Europe, on the other hand, post-war motorcycle producers were more concerned with
designing practical, economical transportation than the social aspects, or "biker"
image. Italian designer Piaggio introduced the Vespa in 1946, which experienced
immediate and widespread popularity. Imports from the UK, Italy and Germany, thus
found a niche in US markets that American bikes did not fill.
The BSA Group purchased Triumph Motorcycles in 1951 to become the largest producer
of motorcycles in the world claiming "one in four". The German NSU was the largest
manufacturer from 1955 until 1959 when Honda became the largest manufacturer.
British manufacturers Triumph, BSA, and Norton retained a dominant position in some
markets until the rise of the Japanese manufacturers, led by Honda, in the late 1960s and
early 1970s. The role of the motorcycle shifted in the 1960s, from the tool of a life to a
toy of a lifestyle. It became part of an image, of status, a cultural icon for individualism,
a prop in Hollywood B-movies.

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The motorcycle also became a recreational machine for sport and leisure, a vehicle for
carefree youth, not essential transportation for the mature family man or woman, and the
Japanese were able to produce modern designs more quickly, more cheaply, and of better
quality than their competitors. Their motorbikes were more stylish and more reliable, so
the British manufacturers fell behind as mass-market producers. Honda, which was
officially founded in Japan on September 24, 1948, introduced their SOHC inline-four
engine CB750 in 1969, which was inexpensive and immediately successful. It established
the across-the-frame-four engine configuration as a design with huge potential for power
and performance. Shortly after the introduction of the SOHC, Kawasaki demonstrated
the potential of the four-stroke four-cylinder engine with the introduction of the KZ900.
Suzuki, Kawasaki and the Yamaha each started producing motorcycles in the 1950s.
Meanwhile, the sun was setting on British dominion over the big-displacement motorbike
market.
Japanese dominance
The Honda CB750
The excellence of Japanese motorcycles caused similar effects in all Western markets:
many Italian bike firms either went bust or only just managed to survive. As a result,
BMW's worldwide sales sagged in the 1960s, but came back strongly with the
introduction of a completely redesigned "slash-5" series for model year 1970. From the
1960s through the 1990s, small two-stroke motorcycles were popular worldwide, partly
as a result of the pioneering work of the East German Daniel Zimmermann (rotary disc
valve) and MZ's Walter Kaaden who developed the two-stroke expansion chamber in the
1950s. These ideas were taken up by Suzuki when Ernst Degner, the MZ engineer and
rider, defected to the West on 13 September 1961 after retiring from the 125cc Swedish
Grand Prix at Kristianstad. Degner, an excellent engineer, immediately joined Suzuki and
his knowledge became their technology springboard.

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Harley-Davidson in the US at the time suffered from the same problems as the European
firms, but its unique product range, American tariff laws and nationalism-driven customer
loyalty allowed it to survive. One alleged flaw, however, was retaining the characteristic
Harley-Davidson 45° engine vee-angle, which causes excess vibration as well as the
loping Harley-Davidson sound. A factory full fairing was introduced by BMW
motorcycle in the R100RS of 1977, the first factory fairing produced in quantity. In 1980,
BMW stimulated the "adventure touring" category of motorcycling with its dual-
sport model, the R80G/S. In 1988, BMW was the first motorcycle manufacturer to
introduce anti-lock-brakes (ABS) on its sporting K100RS-SE and K1 models.
The Present
Suzuki GSX-R150
Today the Japanese manufacturers, Honda, Kawasaki, Suzuki, and Yamaha dominate the
large motorcycle industry, although Davidson still maintains a high degree of popularity,
particularly in the United States. Recent years have seen a resurgence in the popularity
around the world of many other motorcycle brands, including BMW, Triumph and
Ducati, and the emergence of Victory as a second successful mass-builder of big-twin
American cruisers.
In November 2006, the Dutch company E.V.A. Products BV Holland announced that the
first commercially available diesel-powered motorcycle, its Track T-800CDI, achieved
production status. The Track T-800CDI uses an 800 cc three-cylinder Daimler Chrysler
diesel engine. However, other manufacturers, including Royal Enfield, had been
producing diesel-powered bikes since at least 1965.

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In the developing world
Motorcycle traffic in Bangkok
Here is a large demand for small, cheap motorcycles in the developing world, and many
of the firms meeting that demand now also compete in mature markets, such as
China's Hongdou which makes a version of Honda's venerable CG125.
Motorcycle taxis are commonplace in the developing world. Scooters, mopeds and
motorcycles offer a fast, cheap and risky way around snarled traffic and scarce mass
transit, as they can easily squeeze through jams. The first ethanol flex fuel motorcycle in
the world was launched to the Brazilian market by Honda in March 2009, the CG 150
Titan Mix. During the first eight months after its market launch the CG 150 Titan Mix
had captured a 10.6% market share, and ranking second in sales of new motorcycles in
the Brazilian market in 2009. In September 2009, Honda launched a second flexible-fuel
motorcycle, and by December 2010 both Honda flexible-fuel motorcycles had reached
cumulative production of 515,726 units, representing an 18.1% market share of the
Brazilian new motorcycle sales in that year. As of January 2011 there were four flex-fuel
motorcycle models available in the market, and production reached the one million
milestone in June 2011.

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TWO-WHEELER INDUSTRIES IN INDIA
The feeling of freedom and being one with the nature comes only from riding a two-
wheeler. Indians prefer the two wheelers because of their small manageable size, low
maintenance, and pricing and easy loan repayments. Indian streets are full of people of
all age groups riding a two-wheeler. Motorized two wheelers are a symbol of status by
the populace. Thus India, we would see swanky four wheels jostling with our ever reliable
and sturdy steed: the 2-wheeler. In India Bangalore stands first place in high sales of two
wheeler and so the price of the two wheeler is higher than other places in India.

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Part – B 1.2
About Marketing
Marketing is the study and management of exchange relationships. The American
Marketing Association has defined marketing as "the activity, set of institutions, and
processes for creating, communicating, delivering, and exchanging offerings that have
value for customers, clients, partners, and society at large." The techniques used in
marketing include choosing target markets through market analysis and market
segmentation, as well as understanding methods of influence on the consumer behaviour.
From a societal point of view, marketing provides the link between a society's material
requirements and its economic patterns of response. This way marketing satisfies these
needs and wants through the development of exchange processes and the building of
long-term relationships. In the case of non-profit organization marketing, the aim is to
deliver a message about the organization's services to the applicable audience.
Governments often employ marketing to communicate messages with a social purpose,
such as a public health or safety message, to citizens.
Marketing Process

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The management process through which goods and services move from concept to
the customer. It includes the coordination of four elements called the 4 P's of marketing:
(1) identification, selection and development of a product,
(2) determination of its price,
(3) selection of a distribution channel to reach the customer's place, and
(4) development and implementation of a promotional strategy.
For example, new Apple products are developed to include improved applications and
systems, are set at different prices depending on how much capability the customer
desires, and are sold in places where other Apple products are sold.
In order to promote the device, the company featured its debut at tech events and is highly
advertised on the web and on television.
Marketing is based on thinking about the business in terms of customer needs and
their satisfaction. Marketing differs from selling because (in the words of Harvard
Business School's retired professor of marketing Theodore C. Levitt) "Selling concerns
itself with the tricks and techniques of getting people to exchange their cash for
your product. It is not concerned with the values that the exchange is all about. And it
does not, as marketing invariable does, view the entire business process as consisting of
a tightly integrated effort to discover, create, arouse and satisfy customer needs." In other
words, marketing has less to do with getting customers to pay for your product as it does
developing a demand for that product and fulfilling the customer's needs.
BEST SALES PROCESS

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Meaning of Sales Promotion
Sales promotion is one of the five aspects of the promotional mix. Media and non-media
marketing communication are employed for a pre-determined, limited time to increase
consumer demand, stimulate market demand or improve product availability. Sales
promotions can be directed at either the customer, sales staff, or distribution channel
members. Sales promotions targeted at the consumer are called consumer sales
promotions. Sales promotions targeted at retailers and wholesaler called trade sales
promotions. Some sale promotions, particularly ones with unusual methods, are
considered gimmicks by many.
Sales promotion includes several communications activities that attempt to provide added
value or incentives to consumers, wholesalers, retailers, or other organizational customers
to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial,
or purchase. Examples of devices used in sales promotion include coupons, samples,
premiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes.

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Sales Promotion Activity
 Trade allowances: short term incentive offered to induce a retailer to stock up on a
product.
 Dealer loader: An incentive given to induce a retailer to purchase and display a product.
 Trade contest: A contest to reward retailers that sell the most product.
 Point-of-purchase displays: Used to create the urge of "impulse" buying and selling your
product on the spot.
 Training programs: dealer employees are trained in selling the product.
 Push money also, known as "spiffs". An extra commission paid to retail employees to
push products.
Branding
A type of product which is manufactured by a company under a specific name. “A new
brand"
A brand includes label, trademark, name, logo, kind, variety, category, species, breed,
style, and stamp.
 A brand name.
"The firm will market computer software under its own brand"
synonyms: make, line, label, marquee; More
 An identity or image regarded as an asset.
"You can still invent your own career, be your own brand"

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FEATURES OF A GOOD BRAND NAME
 Suggest the products benefits and qualities, e.g. Diehard, Sunkis and Craftsman;
 Be easy to pronounce, recognize and remember, e.g. short names like Tide, Aim or Puffs;
 Be distinctive, e.g. Kodak, Exxon and Oracle;
 Be extendable, e.g. Amazon.com expanded from a bookseller into other categories;
 Not carry poor meanings in other countries and languages, e.g. Nova means “doesn’t go”
in Spanish
Branding strategies
 Individual names, e.g. Bisquick, Gold Metal and Betty Crocker offered by General
Mills. The failure of one product does not harm the company’s reputation;
 Blanket family names, e.g. Campbell’s, Heinz and General Electric. This limits the
spending on advertising and name research and makes it possible to benefit from goods
names of manufacturers;
 Separate family names for all products, e.g. Sears use Kenmore brand for appliances
and Craftsman for tools. This is appropriate when a firm offers a quite
different product;
 Company trade name with individual product names, e.g. Kellogg’s Rice Kris pies,
Kellogg’s Raisin Bran. This makes it possible to use the company name is used to
legitimize the names of products. Simultaneously products are individualized by their
individual names

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Marketing research
Marketing research involves conducting research to support marketing activities, and the
statistical interpretation of data into information. This information is then used by
managers to plan marketing activities, gauge the nature of a firm's marketing environment
and obtain information from suppliers. Marketing researchers use statistical methods such
as quantitative research, qualitative research, hypothesis tests, Chi-squared tests, linear
regression, correlations, frequency distributions, Poisson, binomial distributions, etc. to
interpret their findings, and convert data into information. The marketing research
process spans a number of stages, including the definition of a problem, development of
a research plan, collection and interpretation of data, and disseminating information
formally in the form of a report. The task of marketing research is to provide management
with relevant, accurate, reliable, valid, and current information.
A distinction should be made between marketing research and market research. Market
research pertains to research in a given market. As an example, a firm may conduct
research in a target market, after selecting a suitable market segment. In contrast,
marketing research relates to all research conducted within marketing. Thus, market
research is a subset of marketing research.
Marketing environment
Staying ahead of the consumer is an important part of a marketer's job. It is important to
understand the "marketing environment" in order to comprehend the consumers concerns,
motivations and to adjust the product according to the consumers needs. Marketers use
the process of marketing environmental scans, which continually acquires information
on events occurring outside the organization to identify trends, opportunities and threats
to a business. The six key elements of a marketing scan are the demographic forces, socio-
cultural forces, economic forces, regulatory forces, competitive forces, and technological
forces. Marketers must look at where the threats and opportunities stem from in the world
around the consumer to maintain a productive and profitable business.

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The market environment is a marketing term and refers to factors and forces that affect a
firm's ability to build and maintain successful relationships with customers. Three levels
of the environment are: Micro (internal) environment - forces within the company that
affect its ability to serve its customers. Meso environment – the industry in which a
company operates and the industry's market(s). Macro (national) environment - larger
societal forces that affect the microenvironment.
Market segmentation
Market segmentation pertains to the division of a market of consumers into persons with
similar needs and wants. For instance, the Kellogg's cereal Frosties are marketed to
children. Crunchy Nut Cornflakes are marketed to adults. Both goods denote two
products which are marketed to two distinct groups of persons, both with similar needs,
traits, and wants. In another example, Sun Microsystems can use market segmentation to
classify its clients according to their promptness to adopt new products.
Market segmentation allows for a better allocation of a firm's finite resources. A firm
only possesses a certain amount of resources. Accordingly, it must make choices (and
incur the related costs) in servicing specific groups of consumers. In this way, the
diversified tastes of contemporary Western consumers can be served better. With
growing diversity in the tastes of modern consumers, firms are taking note of the benefit
of servicing a multiplicity of new markets. Market segmentation can be viewed as a key
dynamic in interpreting and executing a logical perspective of Strategic Marketing
Planning. The manifestation of this process is considered by many traditional thinkers to
include the following; Segmenting, Targeting, and Positioning. Marketing segmentation
is a part of a larger concept in marketing called target marketing.
Target marketing uses Market segmentation to than select certain segments of a market
that are based upon criteria such as demographics, geographic, and many other things.
After Market segmentation is complete a target market may be found which is a market
in which a product or a service will then be marketed towards.

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Market research, as a sub-set aspect of marketing activities, can be divided into the
following parts:
 Primary research (also known as field research), which involves the conduction and
compilation of research for a specific purpose.
 Secondary research (also referred to as desk research), initially conducted for one
purpose, but often used to support another purpose or end goal.
By these definitions, an example of primary research would be market research conducted
into health foods, which is used solely to ascertain the needs/wants of the target market
for health foods. Secondary research in this case would be research pertaining to health
foods, but used by a firm wishing to develop an unrelated product.
Primary research is often expensive to prepare, collect, and interpret from data to
information. Nevertheless, while secondary research is relatively inexpensive, it often
can become outdated and outmoded, given that it is used for a purpose other than the one
for which it was intended. Primary research can also be broken down into quantitative
research and qualitative research, which, as the terms suggest, pertain to numerical and
non-numerical research methods and techniques, respectively. The appropriateness of
each mode of research depends on whether data can be quantified (quantitative research),
or whether subjective, non-numeric or abstract concepts are required to be studied
(qualitative research).
There also exist additional modes of marketing research, which are:
 Exploratory research, pertaining to research that investigates an assumption.
 Descriptive research, which, as the term suggests, describes "what is".
 Predictive research, meaning research conducted to predict a future occurrence.
 Conclusive research, for the purpose of deriving a conclusion via a research process.
 Applied research – examines variables within a specific context of interest to a marketer

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 Basic research – aims to understand relative relationships between variables. The
variables may have either causal or correlational relationship. Causal relationships is
when one variable influences the other but not vice versa. Conversely, Correlational
relationships is when there is a statistically testable relationship between an event and a
condition.
 Causal research – research done to identify and understand cause-and-effect relationships
through experiment. Experiments are typical in causal research. (Experiments –
manipulate variables in a controlled setting to determine their relationship to one another)
 Typical market research methods are:
1) Qualitative research methods
 Focus groups - form of qualitative research in which a group of people are asked about
their perceptions, opinions, beliefs, and attitudes.
 In-depth interview – a method of analysis, which proceeds as a confidential and secure
conversation between an interviewer and a respondent.
 projective techniques - designed to let a person respond to ambiguous stimuli, presumably
revealing hidden emotions and internal conflicts projected by the person
2) Quantitative research methods
 Panels - a longitudinal statistical study in which one group of individuals are interviewed
at intervals over a given period of time
 Surveys - a part of longitudinal and cross-sectional studies. They collect either primary
data or Secondary data. Primary data – new data collected on a project-by-project basis.
Secondary data – they already exist and can be accessed within an organisation or from
external sources.

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CHAPTER – 2
RESEARCH DESIGN
2.1 TITLE OF THE PROJECT
” A STUDY OF SALES IMPROVEMENT AND PROMOTIONAL ACTIVITY
OF ACCELERATE MOTORS”
2.2 STATEMENT OF PROBLEM
As there is sudden variation of sales at accelerate motors, the study emphasises the
reason for variation in sales on the basis of :
 The lethargic nature of the sales executives.
 Over confidence of the sales executives towards their commitments.
 Poor analysis of the commitments of the sales executive.
 Need to improvise the skills of the sales executives.
2.3 OBJECTIVES OF THE STUDY
The objectives of the study are as follows:
 To study the Marketing Strategies for Promotions of store.
 To know the percentage of Store, walk in sales conversion.
 To identify the ratio of Walk in Enquiry into sales conversion.
 To Handle the Costumer’s escalation effectively and efficiently.
 To Improve the sales process in the store.
 To Engage in the sales in the store and to conduct various events.

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2.4 SCOPE OF THE STUDY
Sales promotion is the live advertising of a product or service face-to- face between a
person (promoter) and a prospective client or user of a product or service.
The spectrum of promotions may vary:
• Promotion programs such as test drive and free ride, couponing, sales inducing etc.
carried out through various locations.
• To maximise the sales of the store by applying creative skills.
• Creation and implementation of new promotional events.
During any promotional activity, the following key factors are considered of utmost
importance:
• Detailed on – the – product training of promotion teams
• Sales oriented character of any promotion
• Focus on the target group
• Effective management of promotional material and free product handling
• Close control of promotion teams in compliance to client’s specifications
• Detailed filling in of the promotion activity report and synchronization with the
central application of Sales promotion Field Force
• Follow up of any promotional activity
2.5 LIMITATIONS OF THE STUDY
 Due to time constraint, the sample size was confined to 100
 The data given by the respondents is assumed to be true and may be biased by item
 The study was only written the store but not in external market

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2.6 Type of research:
Descriptive research
The method of the study used in the research process is Descriptive in nature. This type
of research is very conclusive in nature. This means the study gathers quantifiable
information. Descriptive research involves interaction with the participants or customers
it may involve a survey or interviews to collect the necessary information.
2.7-Methodology of study
The research was carried out through survey method. Fieldwork was carried out to collect
the data. Data was collected through questionnaire and interview with consumers. The
study analysis of the data was done through simple statistical technique such as drawings
of percentage for generalization. The use of bar diagrams, pie diagrams and base
diagrams to have better understanding etc., of the study are also adopted in the study.
Sources of data:
The study is divided into 2 parts. The various data has been collected by adopting two
methods.
1. Primary data:
Interacting with customers who are all present in the company premises and through
strategic questionnaire the primary data has been collected. The Interaction have been
informal in nature, in order to get as much as information possible
2. Secondary data:
Data can be collected from available sources like
 Company profile, records and reports
 Company Websites, news-papers, magazines and journals.
 Books
2.8-Research instrument:
Questionnaire was used as the instrument for this research study and the size of samples
was restricted to 100 samples.

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CHAPTER – 3
COMPANY PROFILE
3.1 HISTORY
History of Royal Enfield (The gun)
The legendary title royal Enfield needs no introduction. Synonymous with a thundering
roar, a royal ride and thrill or experience that no other bike can provide, this legendary
machine has kept up pace with time, proving itself in toughest of condition and continuing
to hold on its place 55 years after its official introduction.
Royal Enfield is counted as the world’s oldest motorcycles still under production. Initially
a brand of the British engineering firm, the Enfield cycle company which apart from
motorbikes also produced stationary engines, bicycles and even rifle parts! The first
vehicle under the brand “royal Enfield “was made in the year 1898 which was designed
as a Quadric-cycle.

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The machine boasts of a strong military connection with it being used extensively in
1world war for carrying machine guns and again during the Second World War for
transporting war instruments.
Royal Enfield Quadric-cycle
In 1893, the Enfield Manufacturing Company ltd was registered to manufacture bicycles,
adopting the branding Royal Enfield. By 1899, Royal Enfield were producing a Quadric-
cycle - a bicycle modified by adding a wrap- around four-wheeled frame, retaining a rear
rider-saddle with handlebars – having a front- mounted passenger seat, driven by a rear-
mounted De Dion engine. After experiencing with a heavy bicycle frame fitted with a
Minerva engine clamped to the front down tube, Enfield built their first motorcycle in
1901 with a 239cc engine. In 1907, Enfield merged with the all days & Onions Pneumatic
Engineering co. of Birmingham, and began manufacturing the Enfield-All day
automobile. By 1910, Royal Enfield was using 344cc Swiss Motosacoche V-Twin
engines, or large displacement JAP and Vickers-Wolseley engines. In 1912, the Royal
Enfield Model 180 sidecar combination was introduced with a 770cc V-twin JAP engine
which was raced successfully in the Isle of Man TT and at Brook lands.
Why Royal Enfield is Called Made Like Gun?
Royal Enfield opened its establishment in India in 1955 named as ‘Enfield of India’
based in Chennai. It started assembling Bullet motorcycles with the imported components
from UK. The original Redditch, Worcestershire based company dissolved in 1971, but
‘Enfield of India’ was thriving; and in 1995, bought the rights to use the name ‘Royal
Enfield’.

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THE BRITISH BIKES
Today we won’t see many British bikes on the road but most of the older bikes were
made in Great Britain, which had its name and fame. Now we see very few of British
bikes what went wrong? In 1900, bikes were not very good. They were hard to start, they
had poor brakes and did not have much power but everyone thought they were
marvellous. For the first time, person could have his own individual way of getting about.
He had personal transport, which he could use the moment he wanted to. Above all else,
these first motorcyclists felt the sense of freedom, which a bike gave them.The
motorcycle manufacturers felt the same excitement. New design appeared almost every
day. Some were excellent and others silly but each factory learnt from others and bikes
better and better in just a few years. Then the First World War came in 1914, and whole
world changed. Bikes made in this first period, from 1885 until the end of 1914 are called
veterans and the riders who are reliving how the first motorcyclist’s rode are still using
many today.
When the war came, the bikes went with the army. The fastest way to carry an urgent
message was to send through a good rider on a bike. Here again a bike had a turning point
and during this period bikes got opportunity to claim its stake in the market. It was best
mode of travelling from remote area to urban and from plains to rough terrain. Where a
horse rider could not think of moving, their bikes could do so. Moreover, a horse rider
and horse would take rest after certain interval of travelling, the bikes did not require
since it was a mission.

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One such British bike, which made its appearance in the scenario, was Royal Enfield and
was the produced in 1931 with four valve system. The name of the bike was given in
1932 with a suitable name of Bullet which exactly had a good resemblance of the today’s
bike. In other words, the modem bikes have come into shape shown by Royal Enfield. In
1948, the first 350-bullet roadster was introduced although it was a new motorcycle with
many design innovations. It was the first British produced, which had a rear swing arm.
It also had an oil filter and alloy primary chain case.
Growth and Prospects
ROYAL ENFIELD TARGETS 100 PERCENT GROWTH IN FIVE YEARS
Royal Enfield, 103-years old iconic superstar on the two-wheel highway, is planning to
expand the niche set of enthusiasts who swear by the bullet. Changing adopting to suit
the needs one of the ‘young adult’ segments is what the brand is hoping to do, without
losing its iconic identity. A tough ask, given that the brand is 50 years old India.
‘Show and sell’ approach, brand story, and new models are expected to help the company
achieve its target of 100 percent growth in the next 5 years, and 25 percent over the
previous year. Speaking to reporters, R.L. Ravichandran, CEO, Royal Enfield, said, The
Bullet will not be an old bike which looks new, but a new bike with an old school charm.
By the end of the next financial years, they are planning to launch a new vehicle to attract
the modern day young adult, with the characteristics and charm of the Enfield Bullet. In
the manifestation of its efforts to change without losing its identity, the company is
working on this new bike, which would have better fuel efficiency, and which would be
offered at a more affordable price point. The company’s R&D Team is working with
design experts to put this new bike from the Royal Enfield stable on the roads by 2007.
The new bike is expected to be lighter by 15kg (the present mean machines weigh
approximately 175kg!). The new offering will be the 350cc (and above) category as Royal
Enfield is not keen to enter the mass market. While the company’s marketing spends
would remain nominal by industry standards at Rs 5crore, with minimal spend on media
in the category, a three-pronged strategy for increasing its numbers has been drawn up.
Brand stores, coming up in Chennai, Jaipur, Hyderabad, will provide a new-look a retail
experience for those curious enough to want an experience of the bikes.

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Retailers were packing up the cue, too, according to the company. In addition, the brand
is trying to help customers get over their skepticism over ride and maintenance with a big
bike by allowing them to spend time with the bike for up to even a week. Gone are the
days of test rides, weeks of test leave-ins with the machines are in the recently re-
launched Electra and Thunderbird variants with left side gearshifts are other steps to help
‘commuters’ migrate to the ‘Big biking’ experience. S. Vaitheeswaran, director – sales
and marketing, said we have been playing with an ‘English classic’ kind of bike.
The bullet will remain a vintage and classic brand offering true motor cycling experience,
but will change with new technology and offerings. There are evidences to suggest that
the ‘adult youth’ are willing to experiment with high power bikes.
The total number of bullets sold last year was 32000, and this figure pales in comparison
to sales performance of offering the computer segment. But then, bullets operational
break event is at just 28,000 bikes, and it is a niche offering positioned clearly above the
other offerings. Of the total sales, at present 8% are from export, and another 8-10% come
from institutional sales that includes the police and defense establishments. We can
comfortably predict sales of 5000 bikes per month in 5 years’ time. At present, it is around
2500 bikes a month. We are not in the ‘volumes’ game, asserted Vaitheeswaran.
The company is also working on a new engine platform, and the first such ‘integrated’
engine is expected be on the Thunder Bird in the next 6 months. Next on the engine front
would be 500cc integrated engine for the expert model that delivers the power sought in
international market. It recently launched its ‘lean burn’ engine with the objective of
optimizing fuel efficiency. Royal Enfield delivering order from the Sri Lankan Air force,
and enquiring from African and SAARC countries are being pursued. The company
exports its bikes to over 25 countries, including the US, UK and Japan. And the list, for
this inimitable ‘thunder wonder’ on Indian roads, is growing.

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Royal Enfield INDIA Since 1949
350cc Madras Model
Royal Enfield motorcycles had been sold in India since 1949. In 1955, the Indian
government looked for a suitable motorcycle for its police and army, for use patrolling
the country's border. The Bullet was chosen as the most suitable bike for the job.
The Indian government ordered 800 350-cc model Bullets, an enormous order for the
time. In 1955, the Redditch company joined Madras Motors in India in forming "Enfield
India" to assemble, under licence, the 350 cc Royal Enfield Bullet motorcycle
in Madras (now called Chennai). Under Indian law, Madras Motors owned the majority
(over 50%) of shares in the company. In 1957 tooling equipment was sold to Enfield
India so that they could manufacture components.
Enfield of India continued producing the 'Bullet' long after the UK factory's bankruptcy,
and changed its branding to 'Royal Enfield' in 1999. The 'Royal Enfield' name and rights
had been purchased by Matt Holder of Aerco Jigs and Tools, at the bankruptcy sale in
1967. The business passed on to his son, David Holder, of the Velocette Motorcycle
Company of Birmingham, UK.
The Holder family has produced spares for Royal Enfield motorcycles continuously from
1967 through to the present, but did not trade under the Royal Enfield name. While David
Holder objected to the use of 'Royal Enfield' by Enfield of India, a UK court ruled in
favour of the Indian company, who have now assumed the trademark, and produce
motorcycles as Royal Enfield.

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Royal Enfield India manufactures and sells in India, and exports to Europe as well as
the Americas, South Africa and Australia. They recently entered the Indonesian
market. Recently Royal Enfield has undergone a major retooling particularly in the
engine department going from carburated cast-iron engines to twin spark unit
construction engines on all its models, with Electronic Fuel Injection (EFI) available on
their flagship 500 cc model. The major redesign has sparked such a demand for the bikes
that Royal Enfield have started double shifts at their plants.
In August 2015, Royal Enfield Motors announced it is establishing its North American
headquarters and a dealership in Milwaukee, Wisconsin, with the intention to offer three
bikes, the Bullet 500, Classic 500 and Continental GT 535 Cafe Racer as they feel this
engine size represents an underserved market. The dealership will be Royal Enfield's first
company-owned store in the U.S., per Rod Copes, president of Royal Enfield North
America. The company wants to establish about 100 dealerships in American cities
starting with Milwaukee.
"I live here, so I am biased. But in my mind, Milwaukee is kind of the centre of
motorcycling in the United States," said Copes, a former Harley-Davidson executive.
"We view this as kind of our first flagship dealership," he added.

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The man who turned around Royal Enfield into Eicher Motors’ profit engine
Siddhartha Lal was all of 26 when he took over as CEO of Royal Enfield in 2000. If you
had spent Rs 55,000 to buy a Royal Enfield motorcycle in 2001, you would now have an
old, rugged bike. But if you had invested the same Rs 55,000 in shares (at Rs 17.50 per
share) of Eicher Motors, the company that makes Enfield bikes, your investment will be
worth Rs 4.75 crore now. The twin credit for building a rugged bike as well as enormous
value for shareholders goes to Siddhartha Lal, MD and CEO, Eicher Motors. In some
ways, it all came to one big decision Lal took based on his love for Enfield. It was 2004.
Lal was 30 and had just taken over as COO of Eicher group. The group had a diverse
spread of about 15 businesses including tractors, trucks, motorcycles, components,
footwear and garments, but none was a market leader.
Lal undertook an intense portfolio analysis and took a hard call. He decided to divest 13
businesses and put all money and focus behind Royal Enfield and trucks, two businesses
where he believed the group had a genuine shot at leadership.

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ABOUT ACCELERATE
The Accelerate motors is just 2 years baby but in two years it has grown in its local into
very good competitor to its competitors and it has its own club for their rides they are
proving themselves in the current market that they are here to do some serious selling and
they are in good potential to survive in the market. As Royal Enfield Eicher Motors have
only the legacy and history to get promoted in front of present Modern Vehicles but the
Accelerate motors are doing well on this dealership.
Accelerate Motors one of the leading Authorised Dealers for Royal Enfield in Bangalore
is the brainchild of the Kodava couple Nellamakada Shyam Charmanna and Mini
Charmanna. Part of the Accelerate Group, who have business interests in the Automobile
Industry for over 2 decades now. The promoters of this dealership are committed towards
customer satisfaction and have high regards for human values. Our customer testimonials
and the energy of our team is a testament to this fact.
Facilities:
 3S Facilities (Sales, Service & Spares) at Rajarajeshwari Nagar & Kengeri
 2800 sq.ft Showroom & 4800 sq.ft Workshop Facility
 14 Automated bays along with manual bays to service 60 vehicles per day
 In-house spares department for speedy replacement
Facts:
 Skilled Mechanics trained by RE
 Service workforce staffed with 50+ personnel and 25+ staff at the showroom
 Service Manager with 9+ years of experience in RE
 One among the few dealers following REPSE – Royal Enfield Project of Sales and
Service Excellence

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3.2 Vision
Accelerate Motors has three interconnected guidelines which form the pillars for our
success. First, employees must be satisfied in their work and be happy at the workplace.
Secondly, the business must be profitable to ensure long-term viability and to contribute
as a corporate citizen to the community; and thirdly, we must earn our customer's trust
and loyalty by providing superior customer service and quality products.
3.3 Mission
Our Mission is to provide to each and every Royal Enfield customer who walks into our
showroom an experience that is beyond their expectations in a friendly, professional
and efficient manner, creating true consumer value.
3.4 Organisation Structure

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3.5 Business Operation
Royal Enfield Launches Online Store, India Gets First Dibs
Indian motorcycle company Royal Enfield has launched its official online store. The
increasing popularity of online shopping in countries all over the world made the decision
to open its own online retail store a slam dunk for Royal Enfield. It’s still in its launch
phase, so expect a few kinks and bugs as you enter, but for the most part, the new online
store should be up and running in full capacity in no time.
The concept of online shopping isn’t new in the US, although I’m not actually sure how
prevalent it is in India. That said, Royal Enfield’s new online store is a great way for the
company to extend its reach in the country and provide fans and riders a chance to deck
themselves out with official company merchandise ranging from clothes, shoes,
accessories, and riding gear.
Despite being in the launch phase, the online store can already accommodate purchases
from customers located in 126 cities and towns spread all over the South Asian nation.
The usual modes of payment apply for the new online store, as is access through a wide
variety of electronic devices ranging from smartphones to tablets and laptops.
I do hope that the company begins offering its online merchandise to other countries,
especially the US and Europe. That is, after all, good for business, right?

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3.6 Product Profile
2014 Royal Enfield Bullet Electra
The Royal Enfield Bullet Electra is a reliable, agile and classy roadster that despite its
retro appearance is packed with a wide range of modern technologies which help it deliver
great ride and handling performances.
The Royal Enfield Bullet Electra weighs 187 kg and is propelled by a 346 cc, single
cylinder, 4 stroke, twinspark engine which generates a maximum output of 19.8 bhp at
5250 Rpm and 28 Nm of torque at 4000 rpm. The engine’s power is kept under control
by a 5 Speed Constant Mesh transmission with wet multiplate clutch.
In terms of styling the latest Electra still keeps it simple following the lines of the
traditional Bullet but adding its unmistakably distinctive style to it.
You also get a 13.5 Ltr fuel tank, 19 inch wheels, and front disc brakes.

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2014 Royal Enfield Bullet 350
The Royal Enfield Bullet 350 combines a classic style with modern technologies to
deliver a fairly unique riding experience.
Compared to the previous generations, the latest model features a longer wheels base and
bigger tires which help it stay better planted on its wheels.
At the heart of the motorcycle sits a single cylinder, 4 stroke, twinspark engine with a
displacement of 346 cc. Fire it up and it will reward you with a maximum output of 19.8
Bhp at 5250 rpm and 28 Nm of torque at 4000 rpm. The unit transfers its power to the
rear wheel by means of a five speed constant mesh transmission with wet, multi plate
clutch.
The motorcycle’s ride quality is assured by front 35mm forks (130mm Travel) and rear
twin shock absorbers with 5-step adjustable preload (80mm travel).

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2014 Royal Enfield Classic 500
With its dusty, post war styling, classic paintjobs, and old school accessories, the Royal
Enfield Classic 500 looks like a blast from the past. However, despite its appearance, the
motorcycle is equipped with many features from the modern era which help it deliver
more than decent ride and handling performances.
At the heart of the Royal Enfield Classic 500 sits a 499 cc, single cylinder, 4 stroke,
twinspark engine with Keihin Electronic Fuel Injection which delivers 27.2 Bhp at 5250
rpm and 41.3 Nm of torque at 4000 rpm. All this power is kept under control by a five
speed constant mesh transmission with wet, multi plate clutch.
The bike’s ride quality is assured by front 35mm telescopic forks (130mm travel) and a
rear twin gas charged shock absorbers with 5-step adjustable preload (80mm travel).

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2014 Royal Enfield Classic Chrome
If you like the Royal Enfield Classic 500, but you want a fancier style, then you should
take a closer look at the Royal Enfield Classic Chrome.
Featuring plenty of chromed details, but keeping the same overall design as the base
Classsic 500, the Royal Enfield Classic Chrome brings back the glamorous style of the
1950s.
Once on board, the rider is welcomed by a sport a seat with removable pillion seat, an
ergonomically designed handlebar and analog gauges.
Other notable features include a chrome front and rear mudguards, a finely crafted tank
with retro graphics and a chrome tool box.
The motorcycle’s speed is kept under control by a front 280 mm disc brake and a rear
153 mm drum.

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2014 Royal Enfield Classic 350
Featuring the same retro style as the Classic 500, the Classic 350 is powered by a smaller
displacement unit being the perfect choice for those who are looking for a less aggressive
engine which delivers better efficiency and is easier to be kept in leash.
The 346 cc, sinlge cylinder, 4 stroke, Twinspark unit generates a maximum output of
19.8 hp at 5250 rpm and 28 Nm of torque at 4000 rpm. All this power is transferred to
the rear wheel by means of a five speed transmission with wet, multiplate clutch.
Among the features offered by the Royal Enfield Classic 350 you’ll find the iconic “Tiger
Eye Lamps”, a classic single saddle seat with springs, a stylish short silencer, a vintage
tail lamp assembly and a retro-looking tool box.

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2014 Royal Enfield Bullet 500
The Royal Enfield Bullet 500 continues the glorious history of the company combining
an iconic style with new technologies.
The motorcycle is powered by a 500 cc unit construction engine with Twinspark ignition
which helps its deliver better combustion, superior power delivery and improved fuel
economy. The engine is brought to life by an electric starter and is mated to a five speed
constant mesh gearbox with wet, multiplate clutch.
As far as power is concerned, the unit cranks out a maximum output of 26.1 Bhp at 5100
Rpm and 40.9 Nm of torque at 3800 Rpm.
The Royal Enfield Bullet 500 rides on 19 inch wheels wrapped in new MRF Zapper tyres.
It is also worthy of being mentioned that the stopping power is handled by 280 mm disc
brakes with 2 piston calipers.

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2014 Royal Enfield Thunderbird 500
Powered by a strong 499 cc, single cylinder, 4 stroke, twinspark, air cooled engine, the
Royal Enfield Thunderbird 500 is an agile and pretty fast roadster that can deal great with
everything you ask of it.
The engine generates a maximum power of 27.2 Bhp at 5250 rpm and 41.3 Nm of torque
at 4000 rpm and is mated to a five speed constant mesh transmission with wet, multi-
plate clutch. The bike also comes with a 20 liter tank, split seats with a removable rear
seat, LED tail lamps and front and rear disc brakes.
Once on board you are greeted by a futuristic instrument console with digital LCD display
with 2 independent trip meters.
In terms of colours, the Royal Enfield Thunderbird 500 is offered in three shades of black.
Moreover, the bike’s tank features a unique ‘Black’ styling and the 3D motifs.

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2014 Royal Enfield Thunderbird 350
The Royal Enfield Thunderbird 350 is a classic-looking motorcycle that features an
iconic style, modern technologies and a comfortable riding position.
The bike is powered by a single cylinder, 4 stroke, Twinspark, air cooled engine with a
displacement of 346cc. As far as power is concerned, the unit puts out a maximum output
of 19.8 Bhp at 5250 rpm and 28 Nm of torque at 4000 rpm. All this power is transferred
to the rear wheel by means of a five speed transmission with wet, multi-plate clutch.
Other features that are worthy of being mentioned include a 20 litre tank, a digital meter
console, split seats with a removable rear seat that can be used as a luggage carrier and
LED tail lamps.
The stopping power is handled by a front and disc brakes that measure 280 mm at the
front and 240 mm at the rear.

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2014 Royal Enfield Classic Desert Storm
Posted on 05.16.2014 00:29 by Sulthoni2
When it comes to classic bikes, Royal Enfield is one of the best know manufacturers. Its
lineup includes a series of unique looking models that keep the classy style of the 1950s.
Featuring a tasty, dusty paint job, the Royal Enfield Classic Desert Storm draws
inspiration from the desert dunes and promises to deliver first class performances even in
the harshest riding conditions.
With features such as a 1950s style nacelle and toolboxes, a traditional paint scheme and
buffed engine components, the Royal Enfield Classic Desert Storm combines the classic
appearance with modern technologies and comfort.
Power comes from a 500 cc, single cylinder, 4 stroke, spark ignition, air cooled, OHV
engine that generates a maximum power of 27.2 Bhp at 5250 rpm and 41.3 Nm of torque
at 4000 rpm.

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2014 Royal Enfield Continental GT
Royal Enfield has fully revealed its newest creation – the Continental GT. The new
motorcycle keeps all the traits that are common for the Royal Enfield family and it is
pretty safe to say that at the moment, is the best motorcycle designed the company.
The new Royal Enfield Continental GT features an old school style that draws inspirat ion
from the classic bikes of the ‘60s. We especially like the sculpted shape of the fuel tank,
the retro tail and the 18 inch spoked wheels that are wrapped in Pirelli Sport Demon tyres.
Despite its classic appearance, the Continental GT is packed with contemporary
technologies. Therefore, you get Keihin EFI, electric starting, digital electronic ignition,
Brembo brakes and dual Paioli gas-charged piggyback rear shocks.
At the heart of the 2014 Royal Enfield Continental GT sits a single cylinder, 4 stroke, air
cooled engine with a displacement of 535 cc. It is mated on a five speed constant mesh
transmission with wet, multiplate clutch. The engine delivers a maximum power of 29.1
bhp (21.4 kW) at 5100 rpm with 44 Nm of torque at 4000 rpm which makes the
Continental GT the strongest model in Royal Enfield’s lineup.

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3.7 Competitors Information
In India royal Enfield has lot of competitors those are as fallows
- Hero
- Honda
- Suzuki
- Yamaha
- Bajaj Auto
New RED TCH Colous

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Major players in Indian two wheeler market
Group
Players
Attributes Competitive
forces
A Bajaj
Hero
Moto
Corp
Highly
diversified
Aggressive
promotion
- high buyer
power
- high
competitive
rivalry
- high entry
barriers
B TVS Selectively
diversified
Aggressive
promotion
- low entry
barriers
- narrow product
lines imply
that aggressive
promotions
can eat into
market share
C Honda
Yamaha
Selectively
diversified
Moderate
promotion
- high threat of
substitution
(Rs 1lakh car)
- low entry
barriers

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Sales Enquiries Total Sales Percentage
484 247 51%
0 50 100 150 200 250 300 350 400 450 500
1
484
247
ENQUIRY TO BOOKING
Total Sales Sales Enquries
SALES REPORT OF JANUARY

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3.8 SWOT ANALYSIS
STREANTH
 LEGACY
 BRAND IMAGE
 ENGINE
WEAKNESS
 NON SKILLFULED SALES
EXICUTIVES
 LATE IN DELIVERY
OPPORTUNITIES
 SELLING GEARS
 ROAD SHOWS
THREATS
 SELLING GEARS
 ROAD SHOWS

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CHAPTER 4
DATA ANALYSIS AND INTERPRETAION
Analysis of data involves a number of closely related operations that are performed with
the purpose of summarizing the collected data and organizing these in such manner that
they will yield answer to the research question.
Table 4.1: Occupation of respondents
SL
NO
Occupation No of
respondents
Percentage
1 Student 30 30%
2 Professional 34 34%
3 Business 24 24%
4 Others 12 12%
Total 100 100%
Analysis:
From the above table 30 % of the respondents are students, 34% are professionals, 24%
are doing the business and 12% are involve in other business activities.
Inference:
From the above analysis, we can interpret that the majority of the respondents who ride
Royal Enfield bikes were emerged as students and professionals compare to that business
and others.

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Graph 4.1: Occupation of respondents
0
5
10
15
20
25
30
35
Student Professional Business Others
Series1 30 34 24 12
Noofrespondents
0ccupation of respondents

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Table 4.2: Age group of respondents
SL
NO
Age group No of
respondents
Percentage
1 20-30 years 62 62%
2 30-50 years 30 30%
3 50 years and
above
8 8%
Total 100 100%
Analysis:
From the above table 62% of respondents are belongs to 20-30 years of age group, 30%
of respondents are belongs to 30-50 years of age group and 8% of respondents belongs
to 50 and above age group.
Inference:
From the above analysis we can interpret that the majority of the respondents who ride
Royal Enfield bike were in the age of group of 20-30years who are students compare to
the age group of 30-50years and 50 and above who were comprised of professional and
others.

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Graph 4.2: Age group respondents
0
10
20
30
40
50
60
70
20-30 years 30-50 years 50 years and above
Series1 62 30 8
Noofrespondents
Age group of respondents

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Table 4.3: Annual income of respondents
SL NO Income group No of
respondents
Percentage
1 Less than
1,20,000
28 28%
2 120001-
360000
24 24%
3 360001-
720000
38 38%
4 720001 and
above
10 10%
Total 100 100%
Analysis:
From the above table 28% of respondents annual income is less than 1, 20,000 Rs, 24%
of respondents annual income is 1,20,001-3,60,000 Rs, 38% of respondents annual
income is 3,60,001-7,20,000 Rs and 10% of respondents annual income is 7,20,001 and
above.
Inference
From the above analysis we can interpret that the majority of the respondents belong to
the income group upper class.

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Graph 4.3: Annual income of respondents
0
5
10
15
20
25
30
35
40
Less than 1,20,000 120001-360000 360001-720000 720001 and above
1 2 3 4
Annual income of respondents

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Table 4.4: Models of Royal Enfield Bikes Owned
SL
NO
Model No of
respondents
Percentage
1 Classic 350 26 26%
2 Classic 500 16 16%
3 Electra 32 32%
4 Thunderbird 14 14%
5 Others 12 12%
Total 100 100%
Analysis:
From the above table 26% of respondents using Classic 350, 16% of respondents using
Classic 500, 32% of respondents using Electra, 14% of respondents using Thunderbird
and 12% of respondents using other models of Royal Enfield.
Inference:
From the above analysis we can interpret that majority of the respondents are using
Electra compare to that of all the models.

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Graph 4.4: Models of Royal Enfield bike owned
26%
16%
32%
14%
12%
Models of Bikes customers own
Classic 350 Classic 500 Electra Thunderbird Others

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Table 4.5: Attributes of respondents prefer before purchasing the bike
SL
NO
Attributes No of
respondents
Percentage
1 Style 46 46%
2 Status of
Symbol
26 26%
3 Maintenance 10 10%
4 Power of Bike 18 18%
TOTAL 100 100%
Analysis
From the above table 46% of respondents prefer style, 26% of respondents prefer status
of symbol, 10% of respondents prefer maintenance and 18% of respondents prefer power
of bike.
Inference
From the above analysis majority of the respondents prefer the bike for style and status
compare to other preferences like maintenance and power of the bike.

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Graph 4.5: Attributes of respondents prefer before purchasing the bike
46%
26%
10%
18%
Preferenceof the respondents beforepurchaising the
bike
Style Status of Symbol Maintenance Power of Bike

59 | P a g e
Table 4.6: Majority of respondents came to know about Royal Enfield bike
SL
NO
Attributes No of
respondents
Percentage
1 News Paper 3 3%
2 Advertisement 14 14%
3 Friends 53 53%
4 Relatives 30 30%
Total 100 100%
Analysis:
From the above table 3% of respondents came to know about the bikes through news
paper, 14% of respondents came to know about the bikes through advertisement, 53% of
respondents came to know about the bikes through friends and 30% respondents came to
know about bikes through relatives.
Inference
From the above analysis, we can interpret that word of mouth from the friends is more
prominent than advertisements newspaper and relatives.

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Graph 4.6: Majority of the respondents came to know about Royal Enfield brand
0
10
20
30
40
50
60
News Paper Advertisement Friends Relatives
Noofrespondent
News Paper Advertisement Friends Relatives
Series1 3 14 53 30
Information sources ofrespondents

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Table 4.7: Purpose of using the bike
SL
NO
Attributes No of
respondents
Percentage
1 College 22 22%
2 Long Drive 20 20%
3 Office 42 42%
4 Others 16 16%
Total 100 100%
Analysis:
From the above table the number of respondents that is 22% of the respondents using
their bikes for college, 20% of respondents for long drive, 42% of respondents for office
and 16% of respondents for other activities.
Inference:
From the above analysis we can interpret that the majority of the respondents are use the
bike for office purpose and college compare to college and long drive.

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Graph 4.7: Purpose of respondents for using the bike
0
5
10
15
20
25
30
35
40
45
College Long Drive Office Others
1 2 3 4
No of respondents

63 | P a g e
Graph 4.8: Attributes of the bike which make respondents happy
SL
NO
Attributes No of
respondents
Percentage
1 Style 28 28%
2 Power of Bike 50 50%
3 Mileage 14 14%
4 Maintenance 8 8%
Total 100 100%
Analysis:
From the above table 28% of the respondents are happy with the style, 50% of
respondents are happy with the power of bike, 14% of the respondents are happy with the
mileage and 8% of respondents are happy with the maintenance.
Inference:
From the above analysis it has been found out that the majority of respondents are happy
with the power of bike, style also plays an important part for the riders whereas mileage,
maintenance and some other attributes are less considered.

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Graph 4.8: Attributes of the bike which makes respondents happy
0
5
10
15
20
25
30
35
40
45
50
Style Power of Bike Mileage Maintenance
Style Power of Bike Mileage Maintenance
Series1 28 50 14 8
Happyness of respondents regarding features ofbike

65 | P a g e
Table 4.9: Perception of respondents towards Royal Enfield bikes
SL
NO
Attributes No of
respondents
Percentage
1 Excellent 56 56%
2 good 26 26%
3 Average 10 10%
4 Poor 8 8%
Total 100 100%
Analysis:
From the above table 56% of respondents feel the bikes are excellent, 26% of respondents
feels bikes are good, 10% of respondents feels the bike is average and remaining 8% of
respondents feel it is poor.
Inference:
From the above analysis we can interpret that the majority of the respondents feel that
their bike is excellent and good when compared to other bikes which is available in the
market.

66 | P a g e
Graph 4.9: Perception of respondents towards Royal Enfield bike
Excellent
56%
good
26%
Average
10%
Poor
8%
RESPONDENTS INTEREST TOWARDS ROYAL
ENFIELD

67 | P a g e
Table 4.10: Satisfaction of respondents regarding mileage of the bike
SL
NO
response No of
respondents
Percentage
1 Yes 38 38%
2 No 62 62%
Total 100 100%
Analysis:
From the above table 38% of respondents are satisfied with the mileage and 62% of
respondents are not satisfied with the mileage of the bike.
Inference:
From the above analysis it is evident that majority of the customers are not happy with
the mileage of the bike, though it is clear that the bike is preferred only because of its
power and its status symbol not of its mileage.

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Graph 4.10: Satisfaction of respondents regarding mileage of the bike
38%
62%
Satisfaction of respondents towards the mileage ofthe bike
Yes
No

69 | P a g e
Table 4.11: Maintenance of the bike
SL
NO
Perception No of
respondents
Percentage
1 Expensive 52 52%
2 Affordable 34 34%
3 Cheap 14 14%
Total 100 100%
Analysis:
From the above table 52% of the respondents say it is too expensive to maintain the bike,
34% of the respondents says it is affordable and remaining 14% of respondents says it is
cheap.
Inference:
From the above analysis we can interpret that majority of the customers feel that it is
too expensive to maintain the bike and some of them feels it is affordable compare to
very few who think that it is cheap.

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Table 4.11: Maintenance of the bike
0
10
20
30
40
50
60
Expensive Affordable Cheap
Noofrespondents
Expensive Affordable Cheap
Series1 52 34 14
Maintenance of the bike

71 | P a g e
Table 4.12: Sustainability of the bike in all roads
SL
NO
Suitability No of
respondents
Percentage
1 Yes 76 76%
2 No 24 24%
Total 100
100%
Analysis:
From the above table 76% of the respondents feel suitability of bike in all types of roads
and remaining 24% of the respondents doesn’t.
Inference:
From the above analysis it is evident that majority of the customers feel that Royal Enfield
bikes is suitable for all kinds of roads compared to very few who feel it doesn’t.

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Graph 4.12: Perception of respondents towards sustainability of the bike
76%
24%
Sustainabilty of bike in all roads
Yes
No

73 | P a g e
Table 4.13: Perception of respondents towards price of the bike
SL
NO
Attributes No of
respondents
Percentage
1 Costly 42 42%
2 Standard 51 51%
3 Economical 7 7%
Total 100 100%
Analysis:
From the above table 42% of the respondents feel the price of the bike is costly, 51% of
the respondents feels it is standard and remaining 7% of the people feel it is economical.
Inference:
From the above analysis it is clear that majority of the respondents are of the opinion that
price of the Royal Enfield bike is standard and costly compared to very few who feel it
is economical.

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Graph 4.13: Perception of respondents towards price of the bike
Costly Standard Economical
Series1 42 51 7
0
10
20
30
40
50
60
Noorespondents
Price of the bike

75 | P a g e
Table 4.14: Perception of respondents towards variation of the bike
SL
NO
Attributes No of
respondents
Percentage
1 Price 22 44%
2 Service 43 28%
3 Quality 17 12%
4 Mileage 18 16%
Total 100 100%
Analysis:
From the above table 22% of respondents feel variation in price, 43% of respondents feel
variation in service, 17% of the respondents feel variation in quality and remaining 18%
of respondents feel variation in mileage.
Inference:
From the above analysis we can interpret that the majority of the respondents feels
variation in the service of the bike after it is purchased from the outlet, compared to very
few of them who feel there is a variation in the price, quality and mileage.

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Graph 4.14: Perception of respondents towards the variation of bike
0
5
10
15
20
25
30
35
40
45
Price Service Quality Mileage
Noofrespondents
Price Service Quality Mileage
Series1 22 43 17 18
Unexpected variation ofthe bike

77 | P a g e
Table 4.15: Suitability of Royal Enfield brand to customers
SL
NO
Response No of
respondents Percentage
1 Yes 98 98%
2 No 2 2%
Total 100 100%
Analysis:
From the above table 98% of the respondents are satisfied with their bike and 2% of
respondents are not satisfied.
Inference:
From the above analysis it is clear that almost all the customers are comfortable with their
bikes. Thus we can conclude that majority of the customers are satisfied with their bike
when it is come to comfort.

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Graph 4.15: Suitability of Royal Enfield brand to customers
96%
4%
No of respondents
Yes
No

79 | P a g e
Table 4.16: Recommendation of bikes from the customers
SL
NO
Response No of
respondents
Percentage
1 Yes 96 96%
2 No 4 4%
Total 100 100%
Analysis:
From the above table 96% of the respondents recommend their product to friends and
relatives and remaining 4% of respondents not.
Inference:
From the above analysis it is evident that the majority of the customers recommend their
product to their friends and relatives compared to very few who doesn’t want to
recommend.

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Graph 4.16: recommendation of bike from the customers
96%
4%
Product recomendation from respondents
Yes
No

81 | P a g e
Table 4.17: Perception of respondents towards availability of spare parts
SL
NO
Availability No of
respondents
Percentage
1 Readily
Available
33 33%
2 Don’t get them
readily
37 37%
3 Don’t have
good spare
supply
22 22%
4 Major
headache
8 8%
Total 100 100%
Analysis:
From the above table 33% of respondents say spare parts are readily available, 37% of
the respondents says don’t get them readily, 22% of respondents says don’t have a good
spare supply and remaining 8% of the respondents says it’s a major headache.
Inference:
From the above analysis it can be seen that the majority of the customers think that they
don’t get good spare supply at proper time in service outlets or in the showroom and there
are also customers who feel they get them readily.

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Graph 4.17: Perception of respondents towards availability of spare parts
0
5
10
15
20
25
30
35
40
Readily Available Don’t get them
readily
Don’t have good
sparesupply
Major headache
Noofrespondents
Readily Available
Don’t get them
readily
Don’t have good
sparesupply
Major headache
Series1 33 37 22 8
Availability of spare parts

83 | P a g e
Table 4.18: Resale value of Royal Enfield
SL
NO
Attributes No of
respondents
Percentage
1 Excellent 46 46%
2 Good 37 37%
3 Average 10 10%
4 Poor 7 7%
Total 100 100%
Analysis:
From the above table 46% of respondents feel resale value of Royal Enfield is excellent,
37% of respondents feel good, 10% of respondents feel average and remaining 7%
respondents feel it is poor.
Inference:
From the above analysis we can interpret that the majority of the customers think that
they will get excellent and good resale value of their bike compared to very few who
think that it is average and poor.

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Graph 4.18: Resale value of Royal Enfield
0
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor
Noofrespondents
Excellent Good Average Poor
Series1 46 37 10 7
Resale value ofthe bike

85 | P a g e
Table 4.19: Satisfaction of respondents towards the features of Royal Enfield
Features Excellent Good Average
Below
average
Not
satisfied
Ignition 22% 46% 24% 6% 2%
Disk
Brakes
46% 36% 11% - 7%
Pick Up 36% 46% 12% 2% 4%
Fuel
Efficiency
14% 24% 48% 12% 2%
Analysis:
In the above table the features of Royal Enfield has been classified as fallows
Ignition: 22% of respondents feel excellent, 46% of the respondents feel good, 24% of
the respondents feel average, 6% below average and 2% not satisfied.
Disk Brakes: 46% of the respondents feel excellent, 36% of the respondents feel good,
11% of the respondents feel average, below average none and 7% not satisfied.
Pick up: 36% of the respondents feel excellent, 46% of the respondents feel good, 12%
of the respondents feel average, 2% below average and 4% not satisfied.
Fuel Efficiency: 14% of the respondents feel excellent, 24% of people feel good, 48% of
respondents feel average, 12% below average and 2% not satisfied.
Inference: From the above analysis it is evident that, in case of ignition majority of the
respondents think that it is good. In case of disk brakes many are of the opinion that it is
excellent. In case of pickup respondents feel it is good and lastly in case of fuel efficiency
riders have average thinking

86 | P a g e
.
Graph 4.19: Satisfaction towards the features of Royal Enfield bike
0%
10%
20%
30%
40%
50%
60%
Ignition Disk Brakes Pick Up Fuel Efficiency
Satisfaction of respondents regarding features of the bike
Excellent
good
Average
Below average
Not satisfied

87 | P a g e
Table 4.20: Company image in the minds of customers
SL.NO
Company
Prospects
Excellent Good Average
Below
Average
Not
Satisfied
1
Technological
Advancement
10% 24% 38% 22% 6%
2
Range of
Products
12% 28% 52% 6% 12%
3 Advertisements 12% 8% 30% 46% 4%
4
Dealer
Network
8% 24% 30% 32% 6%
Analysis:
Customer’s perception towards Royal Enfield advancement that is mentioned as fallows
Technological advancement: 10% of the respondents feel technical advancement is
excellent, 24% of respondents feel good, 38% of respondents feel average, 22% below
average and 6% not satisfied.
Range of products: 12% of the respondents feel range of product is excellent, 28% of
respondents feel good, 52% of respondents feel average, and 6% feel below average and
2% not satisfied.
Advertisement: 12% of respondents feel advertisement is excellent, 8% of respondents
feel good, 30% of respondents feel average, 46% of respondents feel below average and
4% of respondents not satisfied.

88 | P a g e
Dealer Network: 8% of respondents feel dealer network is excellent, 24% of respondents
feel good, 30% of the respondents feel average, 32% of the respondents feel below
average and 6% not satisfied.
Inference:
From the above analysis we can interpret that the majority of the customers hold average
perception level when it comes to company’s technological advancements and range of
products, whereas number of the riders also feel that the company’s advertisements and
dealership network is lacking and it is below average.

89 | P a g e
Graph4.20: Company image in the minds of customers
0%
10%
20%
30%
40%
50%
60%
Image of royal enfield in the customers mind
Excellent
Good
Average
Below
Average
Not
satisfied

90 | P a g e
Chapter 5
5.1-SUMMARY OF FINDINGS AND CONCLUSION
FINDINGS
The sample picked from the users of two wheelers of Royal Enfield.
The findings are as follows
1) The study has shown that more number of customers is students and professionals
are using Royal Enfield than compare to professionals.
2) The Royal Enfield is having young appeal as the 62% of the customers are found
to be below the age group of 20-30 years than compare to the age group of 30-50
years.
3) Royal Enfield is placing their products in the appropriate price range. As the people
of this income of less than 3, 60,000-7, 20,000 can easily afford this bike.
4) Customers are not attracted only one particular model due to the variants available
and because the Thunderbird 500/350 and Continental GT are the newly released
models they are fast moving now.
5) Majority of the customers directly choose Royal Enfield as their bike and didn’t
even have a look at the nearest alternative bikes and this shows the loyalty of the
customers towards the brand Royal Enfield.
6) Advertisements are rarely recalled and highly ineffective amongst non-bullet riders.
It’s clear that Royal Enfield should concentrate on its advertising campaign to reach
its customers.
7) It clearly shows that mileage of the Royal Enfield bikes is economical & mileage
between 35 and 40 that too in Indian roads with heavy traffic is a great deal.
8) It is clear that the majority of the respondents are satisfied with spare parts
availability and we can say Royal Enfield has good distribution channel of spare
parts in the city.
9) It is clear that majority of the people who choose Royal Enfield as their as their
bike doesn’t have any problems or issues with their bike’s performance and as per
respondents Royal Enfield suitable in all roads.

91 | P a g e
CONCLUSION
The is concluded as follows:
 The study has helped Royal Enfield dealers to understand whether the customers
are satisfied or not. If not what are the main reasons for dissatisfaction of customers
towards the dealer and what are the ways of improving satisfaction level of
customer towards dealer.
 We can conclude younger generation and middle age are more interested in Royal
Enfield, the buying behavior is governed pro dominantly by the need for power and
respect for the iconic Brand and user are mostly professionals males, 20-35 years
of age, including some students.
 Most of the customers are attached with the newly released Classic350/500, also
customers are easily affording the price of Royal Enfield bikes and customers are
very loyal to the brand Royal Enfield.
 Royal Enfield should concentrate on its advertising campaign to reach the
customers, mileage of the Royal Enfield bikes is more economical and most of them
prefer to buy their bike brand new showroom with the spare parts available in
market easily.
 Royal Enfield has an excellent satisfaction within the customer for its power, pick
up, comfort, safety and with after sales and service.
 It is clear that checks at the complaints registered by their customer I regular basis
to maintain its brand value and entire Royal Enfield owner are passionate Royal
Enfield fans.

92 | P a g e
SUGGESTIONS
The suggestions of the study are as follows:
 Promotional campaign- The Royal Enfield ads seen on electronic and print media
are absolutely out of touch with Indian culture and thought process. An Indian
consumer irrespective of their income level has a soft corner for traditions and
culture of India. Hence, all companies including market leaders like Hero, Honda
and Bajaj capitalize on this behavior of customers and design their campaigns
keeping India in mind.
 Weak follow up from the dealerships- It was observed during the study that Royal
Enfield was quite weak in following up with prospective customers.
 Measures should be taken to improve its dealership- Showrooms are very small in
size and do not reflect the quality and scale of Royal Enfield in the market.
 Should improve after the sales and service- During the survey it was found that
Royal Enfield is not satisfying all their customers in after sales services, employees
at dealership sometimes use harsh words and become rude to the customers, parts
of the bike are not easily available in the market. This is the major drawbacks in
capturing the market share so Royal Enfield should take some better steps to satisfy
and retain their customers.
 Increase in customer query response- During the study it was found that dealers are
not satisfying the queries of customers and so suggested to increase customer query
response by dealers.
 Youth oriented promotion- Company should focus more on young generation as it
can increase sales and market share in Bangalore.
 Models survey- As per the study the respondents are comfortable with quality of
older bikes they are stronger and powerful enough than compare to the new models
of Royal Enfield.
 Technical issues- The Royal Enfield bike is having battery problems, engine noise,
engine oil leakage and gear ratios these are all the issues should be taken seriously.
This generation of customers is quite interested towards technology; the company
should compromise with this generation and should come up with new
technological implements to become favour to the customers.

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