Strategic Brand Management Assignment on
Branding Strategies of Royal Enfield
By: Mrunal A. Panchal
(1311)
Shail A. Shah
(1320)
Utsav B. Upadhyay
(1325)
Pratik B. andhi
(1330)
Index Contents
Page No.
1. !ntr"ducti"n
1
2. #"urn$y "% &n%i$ld
3
3. 'h$ 'h$ Brand Brand:: "yal "yal &n%i &n%i$l $ld d
21
3.1 Brand v$rvi$*
21
3.2 Brand Ass"ciati"ns
23
3.3 +ult Brandin,
2-
3. Brand Archit$ctur$
2/
3.5 Brand &l$$nts
2
3.- PPs and Ps
30
3. 'h$ 4"," ist"ry
31
3./ $6randin, "% &n%i$ld
33
3. "yal &n%i$ld 'urnar"und
3
. Mark$tin, Strat$,i$s "% "yal &n%i$ld
3
.1 'ar,$t Mark$t
3
.2 P"siti"nin,
3
.3 Mark$tin, Mi7
3/
. S8' Analysis
52
'h$ +hall$n,$s Ah$ad
53
2
Index Contents
Page No.
1. !ntr"ducti"n
1
2. #"urn$y "% &n%i$ld
3
3. 'h$ 'h$ Brand Brand:: "yal "yal &n%i &n%i$l $ld d
21
3.1 Brand v$rvi$*
21
3.2 Brand Ass"ciati"ns
23
3.3 +ult Brandin,
2-
3. Brand Archit$ctur$
2/
3.5 Brand &l$$nts
2
3.- PPs and Ps
30
3. 'h$ 4"," ist"ry
31
3./ $6randin, "% &n%i$ld
33
3. "yal &n%i$ld 'urnar"und
3
. Mark$tin, Strat$,i$s "% "yal &n%i$ld
3
.1 'ar,$t Mark$t
3
.2 P"siti"nin,
3
.3 Mark$tin, Mi7
3/
. S8' Analysis
52
'h$ +hall$n,$s Ah$ad
53
2
1. Introduction "yal &n%i$ld is a lu7ury adv$nturin, ,$ar c"pany that ark$ts: "t"rcycl$s9 "t"rcycl$ acc$ss"ri$s9 capin, $uip$nt9 cl"thin, and acc$ss"ri$s %"r $n and *"$n as *$ll as huntin, and %ishin, apparatus. A6"v$ that "yal &n%i$ld is a styl$ and a 6$li$% that disc"v$ry and adv$ntur$ ar$ pursuits "% th$ hi,h$st "rd$r.
'h$ $7p$diti"nari$s "% th$ r"ad that c"6in$ th$ ru,,$dn$ss "% th$ *"rld trav$l$r *ith th$ s$nsitivity "% a cultur$d individual ar$ th$ c"r$ valu$s that sh"uld 6$ $7$pli%i$d in $v$ry asp$ct "% th$ "yal &n%i$ld 6rand. ;r" th$ pr"ducts and packa,in, t" c"py t$7t and cust"$r s$rvic$ $v$ry asp$ct "% "yal &n%i$ld is c"nsid$r$d t" 6$ str"n, and ,$ntl$9 uch lik$ th$ r$putati"n that "yal &n%i$ld "t"rcycl$s hav$ $n<"y$d thr"u,h"ut th$ir hist"ry9 i.$. styl$ and dura6ility. &v$ry cust"$r "% "yal &n%i$ld is c"nsid$r$d as a part "% th$ "yal ;aily. "yal &n%i$ld is a6"ut adv$ntur$ in styl$. istinctiv$n$ss %r" th$ traditi"nal 6ik$r=s ia,$ is th$ c"pany c"pany=s =s hallar hallark. k. !t 6rin,s 6rin,s uality uality t" th$ uniu$ uniu$ r$lati r$lati"ns "nship hip a rid$r rid$r has *ith his "t"rcycl$. 'h$ 6rand pr"vid$s a c"pl$t$ lin$ "% pr"duct %"r th$ "d$rn r"ad trip. ;r" th$ 1
l$,$ndary lin$ "% "t"r cycl$9 acc$ss"ri$s and cl"thin, t" capin, and huntin, $uip$nts. 'h$ &n%i$ld 6ik$s ar$ c"pl$t$ packa,$s "% $v$rythin, "n$ i,ht n$$d t" $6ark "n a nu6$r "% adv$ntur$s. "yal &n%i$ld "%%$rs a n$* p$rsp$ctiv$ "n th$ ridin, and trav$llin, trav$llin, "n a "t"rcycl$. !t ais t" 6rin, 6ack th$ ,""d "ld days "% styl$ and ,l"6al disc"v$ry. '" its cust"$rs in !ndia and $ls$*h$r$ in th$ *"rld9 "yal &n%i$ld $ans "r$ than
it?s a s$ns$ "% 6$l"n,in, t" an $7clusiv$ c"unity *ith un%adin, passi"n9 $"ti"n and int$r$st. "yal &n%i$ld "t"rcycl$ is kn"*n %"r its @$rs @$rsatility atility99 Uniu$n$ss and is 6uilt t" last and is als" p$rc$iv$d as a achin$ in a class "% its "*n and syn"ny"us *ith 4$isur$ and Adv$ntur$> ridin, and chartin, up th$ il$s.
2
2. ourney of Enfield !"e Beginning #1$%1 & 1$'() unt &nd9 &n,land *as a villa,$ "% s$v$ral sall ills anu%acturin, n$$dl$s and %ishh""ks. !t *as h$r$ in 1/51 that $"r,$ '"*ns$nd put up his n$$dl$akin, ill9 *hich h$ na$d ivry 8"rks. But it *asn=t until his passin, a*ay that his s"n9 $"r,$ #r. and his hal%6r"th$r 6r"u,ht int" ivry 8"rks "n$ "% th$ %irst ?6"n$shak$rs? a crud$ cycl$. !t had a 6ack6"n$ "% ir"n9 *ith *""d$n *h$$ls9 ir"n tir$s and p$dals "% trian,ular pi$c$s "% *""dC 'h"u,h th$ 6ik$ *as a s"urc$ "% s"$ aus$$nt9 $"r,$ and his t$a %$lt th$y c"uld $asily ipr"v$ "n it. 'h$ $arli$st "d$ "d$rn rn sa%$ sa%$ty ty 6icy 6icycl$ cl$ *ith *ith t*" t*" *h$$ *h$$ls ls "% $ual $ual siD$ siD$ had had app$a app$ar$ r$d d in a6"ut a6"ut 1//0. 1//0. All anu%actur$rs *$r$ tryin, th$ir hand at this n$* v$ntur$. S" *as $"r,$ '"*ns$nd #r. By luck9 h$ chanc$d up"n an inv$nti"n in his n$i,h6"rh""d a saddl$ that "nly us$d "n$ l$n,th "% *ir$ in th$ th$ t*" t*" spri sprin, n,ss and and in th$ th$ %ra %ra$* $*"r "rk. k. 'his 'his *as *as ad"p ad"pt$ t$d9 d9 pat$ pat$nt nt$d $d and and ark$ ark$t$ t$d d as th$ th$ ?'"*ns$nd +yclists Saddl$ E Sprin,?. $ had $nt$r$d th$ 6icycl$ parts trad$C ;r" 6icycl$ parts9 '"*ns$nd sl"*ly "v$d "n t" pr"ducin, 6icycl$s his$l%. $ *as als" supplyin, a *id$ ran,$ "% parts t" "th$r anu%actur$rs ivry 8"rks *as ,r"*in, rapidly. v$r th$ n$7t thr$$ y$ars h$ d$v$l"p$d his "*n ran,$ "% "v$r t*"d"D$n achin$s. &ach achin$9 kn"*n l"cally as th$ ?'"*ns$nd cycl$? *as r$put$d %"r its sturdy %ra$9 a charact$r that all &n%i$ld 6ik$s *"uld %"ll"*.
!"e Coming into Being #1$'1 & 1'(() 1$'1 A *ittle !rou+le '"*ns$nd ,"t his$l% int" a 6it "% %inancial tr"u6l$ in a6"ut 1/0 and
call$d in s"$ %inanci$rs %r" Birin,ha. Un%"rtunat$ly9 th$y didn=t uit$ s$$ $y$ t" $y$. S" '"*ns$nd part$d *ays *ith *ith th$ th$ %ina %inanc nci$ i$rs rs l$av l$avin in, , th$ th$ c"pan c"pany y t" th$ th$.. 'h$ 'h$ %inanci$rs th$n 6r"u,ht in Al6$rt &adi$ and .8. Sith. 'h$y t""k c"ntr"l "% '"*ns$nd=s in F"v$6$r 1/1. 'h$ %"ll %"ll"* "*in in, , y$ar y$ar th$ th$ %ir %ir *as *as r$ch r$chri rist st$n $n$d $d G'h$ G'h$ &adi &adi$$ Manu%acturin, +"pany 4iit$d=. S""n a%t$r9 Al6$rt &adi$ 3
,"t a lucrativ$ c"ntract t" supply pr$cisi"n ri%l$ parts t" th$ "yal Sall Ars ;act"ry in &n%i$ld9 Middl$s$7. 1$'2 ,ic- Starting Royal Enfield A n$* c"pany *as cr$at$d t" ark$t th$s$ n$* d$si,n
6icycl$s call$d G'h$ &n%i$ld Manu%acturin, +"pany 4iit$d=. By ct"6$r 1/29 th$ &n%i$ld 6ik$s *$r$ ann"unc$d t" th$ pu6lic.
'h$ %"ll"*in, y$ar th$ *"rd "yal (a%t$r th$ "yal Sall Ars +"pany) *as add$d and thus "yal &n%i$ld 6$,an. 'h$n in 1/3 th$ "yal &n%i$ld trad$ark GMad$ lik$ a un= app$ar$d. Britain *as cau,ht up in a patri"tic %$rv"r and th$ sl",an cau,ht th$ spirit "% th$ ti$. !n 1/ th$ %irst $chanical v$hicl$ *as adv$rtis$d 6y &n%i$ld +ycl$ +"pany. !t *as availa6l$ in 6"th tricycl$ and uadric cycl$ %"r9 p"*$r$d 6y a $ i"n 1.5 hp $n,in$. 'h$ hi,h *h$$ls9 s"lid tir$s9 6l"ck chains and h$avy cr"ss %ra$s had 6y th$n ,iv$n *ay t" ia"nd %ra$s9 th$ yd$ ;r$$*h$$l9 &n%i$ld 2 sp$$d hu6 and th$ *$ll kn"*n &adi$ +"ast$r. 'h$n ca$ th$ Gich$ M"d$l= *ith "r$ r$%in$d %ittin,s. By 109 th$ cycl$ industry *as still h$aduart$r$d at $dditch9 pr"ducin, run"%th$ill c"nv$nti"nal cycl$s. 1$'/0uadricycles
!n 1/9 . 8. Sith 6uilt his$l% a uadric cycl$ a sipl$ 6ik$ *ith %"ur *h$$ls and a ;r$nch $n,in$ plac$d und$r th$ saddl$ 6$t*$$n th$ r$ar *h$$ls. urin, th$ n$7t t*" y$ars s$v$ral d$v$l"p$nts *$r$ ad$.
4
A6"ut th$n9 an &n%i$ld uadric cycl$ c"pl$t$d th$ 19000il$s r"ad trial "% 100 "r,aniD$d 6y th$ Aut""6il$ +lu6 "% r$at Britain and !r$land. 'h$ &n%i$ld v$hicl$ *as a*ard$d th$ silv$r $dal9 alth"u,h it had its shar$ "% tr"u6l$s and 6r$akd"*ns.
Motorcycles #1'(( 1'1() 1'(our 3"eelers and !"ree
Bu"y$d 6y succ$ss9 Sith and &adi$ d$cid$d t" $7t$nd th$ ran,$ "% uadric cycl$s and tricycl$s t" includ$ "t"rcars. 'h$ %irst "yal &n%i$ld cars *$r$ 6uilt in 101 and *$r$ "n th$ r"ad in 102. !t *as an /hp9 usin, a & i"n $n,in$. 'h$ 6"dy *as ad$ in 4$ic$st$r and paint$d y$ll"* h$nc$ car *as kn"*n as G'h$ H$ll"* +ar=. But this *as
5
1'('Motorcycle Cra4e
!t *"uld 6$ int$r$stin, t" n"t$ h$r$ that "t"rcyclin, *as th"u,ht t" 6$ a t$p"rary $nthusias that *"uld s""n %ad$ "utC A 6ri$% spin "n a "t"r6ik$ th$n t""k s$v$ral h"urs "% pr$parati"ns tunin, th$ tiny *at$rc""l$d $n,in$9 ,$ttin, th$ tir$s pup$d9 th$ ,$ars "il$d and a supply "% spar$ parts pack$d. !n 109 "yal &n%i$ld t""k th$ 6ikin, *"rld 6y surpris$. At th$ "t"rcycl$ sh"* that y$ar9 th$y display$d a sall 2 1I hp @ t*in$n,in$ achin$ 6uilt in th$ S*iss traditi"n9 *hich ran v$ry *$ll. A sli,htly lar,$r "d$l *as d$v$l"p$d in 111. A 2 3I hp9 *ith all chain driv$ inc"rp"ratin, th$ *$llkn"*n &n%i$ld t*"sp$$d ,$ar. 'his "d$l st""d up until 11.
!"e Royal Enfield Bi-es #1'11 1'2() 1'11Enfield and t"e 3ar
'h$ ;irst 8"rld 8ar 6$,an in 11. "yal &n%i$ld *as call$d "n t" supply "t"rcycl$s t" th$ British 8ar $part$nt and $v$n a*ard$d a c"ntract t" 6uild 6ik$s %"r th$ !p$rial ussian "v$rn$nt durin, th$ sa$ p$ri"d. 'h$ achin$ ,un c"6inati"n and th$ -hp str$tch$r 6
carryin, "ut%it *$r$ s"$ "% th$ "d$ls pr"duc$d %"r th$ *ar purp"s$. &n%i$ld start$d usin, its "*n $n,in$s a 225cc t*"str"k$ sin,l$ and a 25cc @t*in a6"ut this ti$. P"st*ar9 it pr"duc$d a lar,$r -cc t*in and c"ntinu$d t" pr"duc$ th$ t*"sp$$d 2254 until 12. !n 119 th$ "%%ic$rs "% th$ 8"$n=s P"lic$ ;"rc$ *$r$ issu$d *ith a 2 1I& 2 str"k$. !nt$r$stin,ly9 th$ "d$ls "% this p$ri"d %$atur$d -00cc9 inl$t"v$r$7haust9 cl"s$d valv$ ,$ar9 hand"p$rat$d "il pup9 t*"sp$$d c"unt$rsha%t ,$ar6"7 and chain %inal driv$. !n th$ 11311 &n%i$ld @'*in th$ lu6ricatin, "il *as c"ntain$d in a ,lass tank attach$d t" th$ %ra$ tu6$ that ran %r" th$ s$at t" th$ r$ar "% th$ $n,in$. 'his *"rk$d p$r%$ctly and had th$ add$d advanta,$ "% pr"vidin, an instant visual ch$ck "% "il l$v$ls. 'h$ 115 ak$ -5cc inlin$ 3cylind$r 2str"k$ pr"t"typ$ *as th$ *"rlds= %irst *ith this c"n%i,urati"n and $n,in$ typ$.
!"e Inter5ar 6ears #1'21 1'7() 1'2 !"e irst ourstro-e 'h$ int$r*ar y$ar *as a p$ri"d *h$n th$ sid$car r$ach$d its D$nith.
!n #uly 1259 th$ "yal &n%i$ld @'*in$n,in$ airyan=s ut%it t""k part in th$ A+U Si7 ays= 'rial %"r +"$rcial Sid$cars and "6tain$d a Sp$cial +$rti%icat$ "% M$rit %"r c"pl$tin, an ardu"us c"urs$ *ith"ut l"ss "% arks. 'h$ y$ar 12 sa* th$ launch "% th$ %irst &n%i$ld %"ur str"k$ 350cc sin,l$ usin, a #AP $n,in$. 1'2$!"e 8e9ression
!n 12/9 "yal &n%i$ld ad"pt$d saddl$ tanks and c$nt$rsprin, ,ird$r %r"nt %"rks "n$ "% th$ %irst c"pani$s t" d" s". 'h$ 6ik$s n"* *ith a "d$rn app$aranc$ and c"pr$h$nsiv$ ran,$ $ant c"ntinu"us sal$s $v$n durin, th$ dark days "% d$pr$ssi"n in r$at Britain t"*ards th$ $nd "% 130. !n 12 "yal &n%i$ld pr"duc$d a //cc *ith a %"ursp$$d ,$ar6"79 a n$* 225cc sid$ valv$ 6ik$ in 12/9 and a %"urstr"k$ sin,l$ in 131. S$v$ral achin$s *$r$ pr"duc$d in th$ n$7t d$cad$9 %r" a tiny t*"str"k$ 1-cc +ycar t" an 110cc @t*in in 13. +an y"u $v$n ia,in$ that "yal &n%i$ld=s ran,$ %"r 130 c"nsist$d "% 13 "d$lsC
7
!"e *aunc" of Bullet Reign Creating a +rand #1'71 1'() 1'77 !"e Bullet Arri:es
!n 131 a %"urvalv$9 sin,l$cylind$r *as intr"duc$d9 and christ$n$d ?Bull$t? in 132. !t had an inclin$d $n,in$ and an $7p"s$d valv$ ,$ar. !t *as th$n that th$ %irst us$ *as ad$ "% th$ n"* %a"us Bull$t na$. 4"n,$r str"k$9 %"urvalv$ h$ad $7p"s$d valv$s and h$avily %inn$d crank cas$ *$r$ th$ %$atur$s that ran %r" 132 until th$ $nd "% 13. 1'( !"e Second 3orld 3ar
'h$ "st *$ll kn"*n "%%$rin, %"r th$ S$c"nd 8"rld 8ar *as n" d"u6t th$ G;lyin, ;l$a=. Als" kn"*n as th$ GAir6"rn$=9 this li,ht*$i,ht 125cc 6ik$ *as capa6l$ "% 6$in, dr"pp$d 6y parachut$ *ith air6"rn$ tr"up$s. 'h$ ;l$a *as %itt$d int" a st$$l tu6ular ca,$ call$d th$ GBird +a,$=9 *hich had a parachut$ attach$d t" it. 'h$ ca,$ aid$d in packin, turnin, handl$6ars $asily.
Post 3ar Bullets #1'1 1'%() 8
1'$ Bigger and Better
'h$ 13 Bull$t 350 kickstart$d th$ p"st*ar "d$ls. 'h$y us$d t*" r"ck$r 6"7$s %"r th$ %irst ti$. 'his $na6l$d 6$tt$r ,as %l"* and c"ns$u$ntly hi,h$r v"lu$tric $%%ici$ncy. "yal &n%i$ld=s "*n d$si,n$d and anu%actur$d t$l$sc"pic %r"nt %"rk plac$d th$ $dditch aru$$ at th$ v$ry %"r$%r"nt "% "t"rcycl$ d$si,n. 'h$ 6i,,$st advanc$$nt intr"duc$d 6y th$ n$* Bull$t *as its s*in,in, ar r$ar susp$nsi"n syst$ and hydraulic dap$r units th$s$lv$s. !n 1'/ &n%i$ld ad$ a #2 th$ %irst "d$l *ith a t$l$sc"pic %r"nt $nd9 %"ll"*$d in 1/ 6y a 500cc t*in (&n%i$ld?s 256hp ans*$r t" th$ 'riuph Sp$$d '*in)9 *hich stay$d in pr"ducti"n until 15/. 1'' !"e Indian 8e+ut
!n 19 th$ 350cc Bull$t *as launch$d in !ndia9 *h$n Madras M"t"rs *"n an "rd$r %r" th$ !ndian Ary %"r th$ supply "% "t"rcycl$s. !t *as th$ 6$,innin, "% th$ r$i,n "% th$ Bull$t in th$ su6c"ntin$nt. 'h$ Madras M"t"r +"pany start$d "%% 6y r$c$ivin, th$ Bull$t in kits and siply ass$6lin, th$. 'h$n th$y 6$,an akin, th$ %ra$s. A%t$r this &n%i$ld start$d s$ndin, th$ 9
$n,in$ in parts t" 6$ ass$6l$d in !ndia. &v$ntually th$y *$r$ als" anu%acturin, th$ $n,in$s9 *hich $ant that th$y *$r$ akin, th$ c"pl$t$ 6ik$. ;"r th$ n$7t thirty y$ars9 th$ d$si,n "% th$ir 6ik$ r$ain$d unchan,$dC !n 1509 s$v$ral "d$ls *$r$ intr"duc$d: th$ -50cc M$t$"r t*in> a 250cc +lipp$r> a sh"rt str"k$ 250cc +rusad$r> 250cc 'rials> Sup$r 5> +"ntin$ntal> 500 Sp"rts '*in> Sup$r M$t$"r> +"nst$llati"n and th$ !nt$rc$pt"r.
Royal Enfield Productline ex9ansion #1'%1 1';()
1'%1In t"e <,=
F$v$r 6$%"r$ in British aut""6il$ hist"ry had s" uch 6 $$n d"n$ in a sin,l$ d$cad$9 n"t
'h$ !ndian Ary9 th$ s"l$ r$as"n *hy th$ Bull$t *as 6r"u,ht t" !ndia in th$ %irst plac$9 insist$d that th$y *"uld c"ntinu$ d"in, 6usin$ss *ith Madras M"t"rs "nly i% th$ Bull$t *as pr"duc$d indi,$n"usly. 'h$ &n%i$ld !ndia Bull$t "% th$ lat$ %i%ti$s *as uit$ a di%%$r$nt "t"rcycl$ %r" th$ "n$ *$ ar$ us$d t" t"day. Usin, th$ %a$d 4ucas Ma,dyn" i,niti"n syst$9 th$ 155 Bull$t *as al"st a cl"n$ "% th$ 52 $dditch Bull$t. 'h$ %ra$9 $l$ctric tin *ar$ and r"llin, chassis9 h"*$v$r9 *$r$ t" und$r," any chan,$s "v$r th$ n$7t t$n y$ars9 *ith th$ Bull$t sl"*ly $v"lvin, int" th$ %ailiar %"r *$ kn"* and l"v$ t"day.
10
A !ale of !5o Cities #1';1 1'/() 1';1Bac- in t"e <,=
!n 1-09 th$ 6ad,$ arran,$$nt *ith !ndian (% A$rica) had $nd$d9 s" &n%i$ld *as n" l"n,$r s"ld und$r th$ !ndian aru$$ ("yal &n%i$ld rival9 British AM+ c"pany9 acuir$d th$ !ndian Sal$s +"rp. in 15). "*$v$r9 in 1-19 &ddi$ Muld$r *"n th$ Bi, B$ar &ndur" "n an &n%i$ld9 *hich ,av$ th$ c"pany a n$* %""th"ld in th$ U.S. und$r its "*n na$ and start$d a n$* ark$tin, "% th$ pr"duct. M"d$ls availa6l$ in th$ U.S. that y$ar includ$d a 00cc t*in and si7 str$$t scra6l$rs9 ran,in, %r" th$ 250cc "rn$t t" th$ 500cc ;ury ($ss$ntially th$ sin,l$cylind$r Bull$t) t" th$ 00cc !nt$rc$pt"r. &lli"t ShulD als" d"inat$d th$ hal%il$ dirt track in 4"s An,$l$s "n an &n%i$ld that y$ar. &n%i$ld *"n 31 "ut "% 3 rac$s in 1-1 and had s$v$ral sp$ctacular vict"ri$s in 1-."yal &n%i$ld had arriv$d "n 'h$ +"ntin$ntC But thin,s at $dditch had hit a 6ad patch.
1';7But +ac- "ome in Madras=
By 109 &n%i$ld !ndia *as a c"pany $sta6lish$d in its "*n ri,ht9 and *ith a pr"ducti"n lin$ ,"in, %ull st$a9 th$ n$$d %"r c"lla6"rati"n *ith &n%i$ld "% th$ UK and @illi$rs "% th$ UK *as n" l"n,$r s$$n. But th$ Bull$t %l$* tru$ and str"n,. A nu6$r "% chan,$s had alr$ady 6$$n ad$ t" th$ tin *ar$ "n th$ Bull$t. Mud,aurd d$si,n t""k "n di%%$r$nt %"rs9 takin, int" acc"unt th$ *$t9 slushy and $ssy r"ad c"nditi"ns durin, th$ !ndian "ns""n. 'h$ Ma,dyn" als" ,av$ *ay t" 11
th$ alt$rnat"r G$lc"= i,niti"n syst$. And %r"nt and r$ar hu6s *$r$ d$si,n$d t" pr"vid$ "r$ $%%ici$nt c""lin, %"r !ndian c"nditi"ns9 and thus ipr"v$ 6rakin, p$r%"ranc$.
All !"at Enfield>s Isn>t a Bullet #1'/1 1'$() 1'/7 !"e Mini Bullet
8ith th$ succ$ss "% th$ Sh$rpa9 &n%i$ld !ndia launch$d th$ 13cc @illi$rsp"*$r$d +rusad$r in !ndia in 13. A t"tally indi,$n"us $%%"rt9 this sall "t"rcycl$ us$d any Bull$t chassis parts9 includin, %"rk l$,s and ud,uards9 and instantly %"und a ark$t a"n, th$ any that *ant$d a Bull$t9 6ut *$r$ di%%id$nt a6"ut handlin, it=s *$i,ht and siD$. 'h$ Mini Bull$t t"" *as intr"duc$d this y$ar. 'his "t"rcycl$ *as a 200cc t*" str"k$ sp"rtin, Gc"nt$p"rary= d$si,n. &n%i$ld !ndia att$pt$d t" r$ach "ut t" th$ y"un, ark$t9 pr"vidin, th$ *ith a Dippy9 r$lia6l$ and $c"n"ical t*"str"k$.
12
!oug" !imes A"ead #1'$1 1''() 1'$7 ?ere comes t"e *ig"t5eig"ts
4ik$ th$ ada,$ that ,"$s9 L*h$n th$ ,"in, ,"t t"u,h9 that?s *h$n th$ t"u,h ,$t ,"in,L. &n%i$ld !ndia ,"t suar$ly int" th$ %ray *ith a sl$* "% li,ht*$i,ht achin$s. 'h$ 50cc Silv$r Plus st$p thr"u,h and &7pl"r$r "t"rcycl$ ar$ launch$d. P"*$r$d 6y th$ undapp$n,in$$r$d 50cc9 -.5hp t*" str"k$ "t"rs9 th$s$ 6ik$s r$d$%in$d th$ $ntryl$v$l s$,$nt. 'h$ Silv$r Plus9 initially a t*" sp$$d and th$n lat$r a thr$$ sp$$d9 %"und a r$ady ark$t n"t "nly a"n, th$ y"un, "%%ic$ ,"in, al$9 6ut a"n, an incr$asin, nu6$r "% *"$n *h" %"und th$ st$pthr"u,h d$si,n c"nv$ni$nt. 'h$ &7pl"r$r9 *ith its c"nt$p"rary 6ikini %airin, and ?%ast6ack? tailpi$c$. B"th 6ik$s sp"rt$d all"y *h$$ls9 a %irst in !ndia. +l"s$ "n th$ h$$ls "% th$ littl$ *"nd$rs ca$ th$ ;ury 15. P"*$r$d 6y a 15 undapp t*"str"k$ $n,in$ *ith a %iv$sp$$d ,$ar6"79 this r$%r$shin,ly uick "t"rcycl$ ca$ %itt$d *ith a hydraulic disc 6rak$. A,ain a %irst in th$ c"untry. And a 6ik$9 any %$$l9 uch t"" $arly in !ndia. 1'$ Brand Ne5 @intages
'h$ /0s als" sa* th$ Bull$t in any di%%$r$nt avatars. 'h$ $lu7$ "d$ls app$ar$d9 in r$spl$nd$nt chr"$ and $tallic c"l"rs9 and 12 v"lt $l$ctrical *$r$ "%%$r$d as an "pti"n9 t" aid in 6ri,ht$r li,htin, and $asi$r startin,. !t *as als" th$ y$ar *h$n &n%i$ld !ndia ,r$* c"n%id$nt $n"u,h a6"ut th$ir %la,ship pr"duct t" 6$,in s$ndin, ?c"als 6ack t" F$*castl$?. *in, t" th$ir status as ?6rand n$* vinta,$s?9 &n%i$ld Bull$ts %"und a str"n, nich$ ark$t in th$ UK and &ur"p$9 a"n, p$"pl$ l""kin, t" c"$ 6ack t" "t"rcyclin,.
13
Enfield Becomes Royal Enfield #1''1 2((() 1''( ?ea:y uel 'h$ 10?s sa* any r$v"luti"nary "d$ls %r" th$ c"pany. 'h$ 'aurus
i$s$l *as th$ %irst pr"ducti"n i$s$l "t"rcycl$ in th$ *"rld.
1''7 Bullet %((
'h$ Bull$t 500 *as launch$d in #un$ this y$ar. !t *$nt "n t" 6$c"$ th$ "st c"v$t$d "d$l.
1'' EIC?ER Acuires Enfield
!n March th$ ailin, c"pany ,"t a n$* l$as$ "% li%$ *h$n &ich$r ,r"up acuir$d &n%i$ld !ndia +"pany. 'h$ c"pany na$ chan,$d t" "yal &n%i$ld M"t"rs 4iit$d.
14
Royal Enfield #2((1 2(1() 2((1
'h$ ar$ $vils9 th$ "t"rcycl$ display t$a "% th$ +"rps "% Si,nals9 #a6alpur %"rs a uan Pyraid "% 201 $n "n 10 &n%i$ld 350cc 6ik$s and rid$s a distanc$ "% "r$ than 200 $t$rs. 2((2
!ndia=s %irst +ruis$r 'h$ G'UF&B!= is launch$d.BB+ 8h$$ls a*ards it G'h$ B$st +ruis$r 2002= titl$. 'h$ Bull$t Machis" $nt$rs c"$rcial pr"ducti"n. an "l$s and #"hnny SD"ldrak *"n th$ Fati"nal "ad ac$ +hapi"nship (-0=s +lass) "n a Bull$t. 2((7
'h$ %irst G!& MAF!A= ,$ts t",$th$r is h$ld in "a. &S ar$ %"r$d in Pun$. 'h$ Bull$t $nt$rs th$ Aut""tiv$ Gall "% Prid$= at th$ !+!+! v$rdriv$ a*ards.1000 id$rs d$sc$nd "n $dditch %"r th$ "yal &n%i$ld *n$rs +lu6 25th Anniv$rsary. "yal &n%i$ld is "n$ "% th$ t"p t$n 125500 cc 6rands in UK.
15
2((
'h$ 200 Bull$t &l$ctra is launch$d. 'h$ r$tr" styl$d Bull$t Machis" is rat$d GF".1+ruis$r= in 'FS Aut" car surv$y. 'h$ Bull$t &l$ctra !nt$rnati"nal *ith a l$an6urn $n,in$ is launch$d in th$ UK.3
$n
rid$
siultan$"usly
"n
a
Bull$t9
s$ttin,
a
n$*
*"rld
r$c"rd.
2((%
"yal &n%i$ld !ndia +$l$6rat$s 50 ,l"ri"us y$ars "% "t"rcyclin, and unv$ils a 6lu$print %"r th$ %utur$. 'h$ 2005 Bull$t &l$ctra %$atur$s a r$v"luti"nary 5Sp$$d l$%t sid$ ,$ar shi%t that ak$s th$ aru$$ "r$ acc$ssi6l$ t" "t"rcyclists. 2((;
"yal &n%i$ld d$v$l"ps a %ully int$,rat$d '*in Spark9 5Sp$$d $n,in$ that d$liv$rs a draatic incr$as$ in p$r%"ranc$ and $%%ici$ncy. 'h$ n$* $n,in$ *ill p"*$r all d"$stic and !nt$rnati"nal "d$ls %r" 200 "n*ards. 16
2((/
"yal &n%i$ld launch$s th$ all n$* liit$d $diti"n Machis" 5004B *ith cust"iD$d acc$ss"ri$s.
17
'h$ l$,$ndary Bull$t 350 n$$ds n" intr"ducti"n. F"* Bull$t 350 is *ith all n$* U+& $n,in$. 'his classic achin$ has k$pt plac$ *ith advanc$s in $n,in$$rin, and $r,"n"ics *ith"ut dilutin, its ip$cca6l$ p$di,r$$. A l"n, *h$$l 6as$ and 6i,,$r tir$s pr"vid$ incr$as$d sta6ility and r"ad ,rip9 akin, it id$al %"r l"n, distanc$ trav$l.!ts arist"cratic 6lack E ,"ld liv$ry and thupin, $n,in$ 6$at r$ind pass$rs6y that th$y ar$ in th$ pr$s$nc$ "% aut""tiv$ r"yalty. 2(($
'h$ 'hund$r6ird '*ins Park *ill 6$ th$ %irst "d$l t" %$atur$ "yal &n%i$ld=s r$v"luti"nary Unit +"nstructi"n &n,in$. All th$ *$ll l"v$d %$atur$s "% th$ 'hund$r6ird hav$ 6$$n r$tain$d and $nhanc$d in s"$ cas$s. Als"9 th$ t*in 6$n$%it "% ipr"v$d p$r%"ranc$ and $n,in$ $%%ici$ncy ak$s this "t"rcycl$ hard t" 6$at in t$rs "% pur$ ridin, pl$asur$ and visual d$li,ht. 'h$ $v"luti"nary i7 "% "ld and n$* %$atur$s in this "t"rcycl$ *ill sur$ly d$li,ht its "*n$rs.
18
2(('
'h$ sall$r t*in "% th$ +lassic 5009 th$ +lassic 350 *ill h"ld its "*n a,ainst any "th$r "t"rcycl$ and th$n pull s"$ "r$. 'h$ +lassic 350 shar$s its p"*$r plant *ith th$ 4$,$ndary 'hund$r6ird. 'h$ t"ru$ t" %latt$n "untains and th$ %u$l $%%ici$ncy t" cr"ss $ntir$ ran,$s c"$s in th$ sa$ und$rstat$d y$t charin, stylin,. 'his is a "t"rcycl$ that d"$s n"t n$$d t" sh"ut t" 6$ h$ard. B"rn "% a rich h$rita,$ and 6r$d *ith "yal &l$,anc$ this 350cc thup$r has all th$ ualiti$s
"%
a
typical
"yal
&n%i$ld.
Appr$ciat$d
th$n9
appr$ciat$d
n"*...
8hy rid$ a l$ss$r 6ik$.
'h$ +lassic 500 c"$s t" !ndia. Ar$d *ith a p"t$nt %u$l in<$ct$d 500cc $n,in$ and cl"th$d in a disarin,ly app$alin, p"st *ar stylin,9 this pr"is$s t" 6$ th$ "st c"v$t$d "yal &n%i$ld in hist"ry. ;"r th"s$ *h" *ant it all. 'h$ p"*$r9 th$ %u$l $%%ici$ncy9 th$ r$lia6ility and sipl$9 y$t dr"p d$ad ,"r,$"us classic stylin,. 'h$ classic turns h$ads n"t 6$caus$ it *ants t" 6ut 6$caus$ it 19
can=t h$lp it. H"u *ill appr$ciat$ th$ 6$at n"t
20
7. !"e Brand Royal Enfield 7.1 Brand :er:ie5 "yal &n%i$ld is a lu7ury adv$nturin, ,$ar c"pany that ark$ts: "t"rcycl$s9 "t"rcycl$ acc$ss"ri$s9 capin, $uip$nt9 cl"thin, and acc$ss"ri$s %"r $n and *"$n as *$ll as huntin, and %ishin, apparatus. A6"v$ that "yal &n%i$ld is a styl$ and a 6$li$% that disc"v$ry and adv$ntur$ ar$ pursuits "% th$ hi,h$st "rd$r. 'h$ $7p$diti"nary "% th$ r"ad that c"6in$ th$ ru,,$dn$ss "% th$ *"rld trav$l$r *ith th$ s$nsitivity "% a cultur$d individual ar$ th$ c"r$ valu$s that sh"uld 6$ $7$pli%i$d in $v$ry asp$ct "% th$ "yal &n%i$ld 6rand. ;r" th$ pr"ducts and packa,in, t" c"py t$7t and cust"$r s$rvic$ $v$ry asp$ct "% "yal &n%i$ld is c"nsid$r$d t" 6$ str"n, and ,$ntl$9 uch lik$ th$ r$putati"n that "yal &n%i$ld "t"rcycl$s hav$ $n<"y$d thr"u,h"ut th$ir hist"ry9 i.$. styl$ and dura6ility. &v$ry cust"$r "% "yal &n%i$ld is c"nsid$r$d as a part "% th$ "yal ;aily. "yal &n%i$ld is a6"ut adv$ntur$ in styl$. istinctiv$n$ss %r" th$ traditi"nal 6ik$r=s ia,$ is th$ c"pany=s hallark. !t 6rin,s uality t" th$ uniu$ r$lati"nship a rid$r has *ith his "t"rcycl$. 'h$ 6rand pr"vid$s a c"pl$t$ lin$ "% pr"duct %"r th$ "d$rn r"ad trip. ;r" th$ l$,$ndary lin$ "% "t"r cycl$9 acc$ss"ri$s and cl"thin, t" capin, and huntin, $uip$nts. 'h$ &n%i$ld 6ik$s ar$ c"pl$t$ packa,$s "% $v$rythin, "n$ i,ht n$$d t" $6ark "n a nu6$r "% adv$ntur$s. "yal &n%i$ld "%%$rs a n$* p$rsp$ctiv$ "n th$ ridin, and trav$llin, "n a "t"rcycl$. !t ais t" 6rin, 6ack th$ ,""d "ld days "% styl$ and ,l"6al disc"v$ry. '" its cust"$rs in !ndia and $ls$*h$r$ in th$ *"rld9 "yal &n%i$ld $ans "r$ than it?s a s$ns$ "% 6$l"n,in, t" an $7clusiv$ c"unity *ith un%adin, passi"n9 $"ti"n and int$r$st. "yal &n%i$ld "t"rcycl$ is kn"*n %"r its @$rsatility9 Uniu$n$ss and is 6uilt t" last and is als" p$rc$iv$d as a achin$ in a class "% its "*n and syn"ny"us *ith 4$isur$ and Adv$ntur$> ridin, and chartin, up th$ il$s.
21
7.2 Brand associations S"$ "% th$ 6rand ass"ciati"ns "% "yal &n%i$ld ar$:
?andcrafted
A "yal &n%i$ld is a rar$ 6r$$d in an a,$ "% asspr"duc$d9 us$r%ri$ndly pr$dicta6ility. 'his is a $chanical "t"rcycl$9 handcra%t$d *ith l"v$9 $n,in$$r$d *ith purp"s$9 and d$si,n$d in a *ay that ,iv$s $ach achin$ its "*n uniu$ charact$r. 'his charact$r is r$in%"rc$d 6y "yal &n%i$ld?s cultural FA 6y *h$r$ it *as 6"rn9 and 6y *h$r$ it is n"* 6uilt. !ts classic British p$di,r$$ sh"*s in $v$ry lin$9 *hil$ th$ ,l$ain, n$* $n,in$ hints at th$ d$v"ti"n that has $na6l$d this l$,$ndary aru$$ t" thriv$ in th$ "utskirts "% +h$nnai. 'his capai,n9 Landcra%t$d in +h$nnaiL9 is a tri6ut$ t" th$ *"nd$r%ul p$"pl$ *h" 6uild9 s$ll9 rid$ and aintain th$s$ 6$l"v$d achin$s9 and is a h$art%$lt tri6ut$ t" th$ city that "yal &n%i$ld calls h"$.
Style
"yal &n%i$ld is a6"ut styl$9 panach$ and distinctiv$n$ss. "yal &n%i$ld 6$li$v$s that $ach individual=s r$lati"nship *ith his "r h$r 6ik$ is uniu$. 'h$ir p$rc$pti"n "% th$s$lv$s *ith th$ir 6ik$ is $ually distinct. 'h$ 6rand capai,n call$d G'rip= *as launch$d t" pay a tri6ut$ t" "yal &n%i$ld=s auth$ntic charact$r as *$ll as th$ir "*n$rs?. 'h$ capai,n dra*s instanc$s %r" r$al liv$s and 6ik$s> th$ p$"pl$ *h" hav$ $7pl"r$d th$ir adv$ntur"us traits "n th$ir "yal &n%i$ld and "th$rs *h" hav$ push$d th$ liits t" %ind th$ir plac$ in th$ sun. H$t s"$ "r$ *h" hav$ siply ,iv$n in t" th$ir passi"n %"r ridin, and "% c"urs$9 th$ir "yal &n%i$ld. 'his capai,n aspir$s t" h"n"r th$s$ ti$l$ss passi"ns and th$ spirit "% "t"rcyclin, in a *"rld that=s incr$asin,ly d$p$nd$nt "n virtual r$ality.
22
Ad:enturous
"yal &n%i$ld is a6"ut adv$ntur$ in styl$. istinctiv$n$ss %r" th$ traditi"nal 6ik$r=s ia,$ is th$ c"pany=s hallark. !t 6rin,s uality t" th$ uniu$ r$lati"nship a rid$r has *ith his "t"rcycl$. 'h$ 6rand pr"vid$s a c"pl$t$ lin$ "% pr"duct %"r th$ "d$rn r"ad trip. ;r" th$ 23
l$,$ndary lin$ "% "t"r cycl$9 acc$ss"ri$s and cl"thin, t" capin, and huntin, $uip$nts. 'h$ &n%i$ld 6ik$s ar$ c"pl$t$ packa,$s "% $v$rythin, "n$ i,ht n$$d t" $6ark "n a nu6$r "% adv$ntur$s.
24
Ruggedness
'h$ ru,,$dn$ss "% th$ "yal &n%i$ld Bull$t *ith a 5 Sp$$d l$%t hand sid$ ,$arshi%t. &l$ctric start %"r i$diat$ startin,. % c"urs$ th$ kick start is still th$r$ %"r th$ purists. i,ital 'ransist"r +"ntr"ll$d !,niti"n $nsur$s that startin, and p"*$r d$liv$ry is "ptiiD$d. as %ill$d sh"ck a6s"r6$rs add$d t" th$ Bull$ts l$,$ndary p"is$ all"* %"r ,r$at$r c"%"rt. ;r"nt isc 6rak$s pr"vid$ %"r 6$tt$r st"ppin, a6ility. !t its$l% akin, th$ ia,$ "% dura6l$ and t"u,h in $v$ry situati"n in t$rs "% ridin, and c"%"rt9 that=s *hy it *as ,"in, t" 6$ pr$%$r in ary %"r th$ startin, days "% th$ 6rand un !ndia. "yal &n%i$ld ar$ anu%actur$d in !ndia. 'h$y ar$ ru,,$d and sipl$ t" aintain and %i79 *hich is *hy th$y ar$ v$ry p"pular in th$ ialaya r$,i"ns. 'h$ "st p"pular "d$l is 350cc9 6ut th$r$ is als" a 500cc v$rsi"n."yal &n%i$ld LBull$tL "t"rcycl$s ar$ als" h$avy9 s"$ti$s unr$lia6l$ and n"t %u$l $%%ici$nt9 6$caus$ th$y ar$ 6as$d "n a d$si,n that dat$s th$ 10?s9 *ith "nly in"r chan,$s and ipr"v$$nts
Su9er 0uality
"yal &n%i$ld 6ull$t has 6$c"$ th$ p"pular 6ik$ in !ndia du$ t" its sup$r ualiti$s. 'h$ 6ik$s ar$ ainly an adir$d 6y th$ Ary and P"lic$ p$"pl$. "yal &n%i$ld 6ull$t 350 is traditi"nal "d$l that *ith advanc$s in $n,in$$rin, and has ad$ th$ r$arka6l$ p"siti"n in th$ t*" *h$$l$r industry. ;r" past %iv$ y$ars th$ 6ik$ has carri$d "r$ than 150 chan,$s 6ut still r$ain *ith th$ sa$ l""ks as it did 50 y$ars 6ack. "yal &n%i$ld 6ull$t 350 c"$s 6$t*$$n pric$ ran,$s "% s. s. 39 00 t" s. /39 000."yal &n%i$ld 6ull$t &l$ctra is th$ kn"*n %"r its *$ll uality and p"*$r$d 6y th$ 500cc $n,in$. 'h$ %$atur$s ass"ciat$d *ith this 6ull$t &l$ctra ar$ %r"nt disc 6rak$s ,as r$ar sh"cks transist"riD$d c"il i,niti"n c"nstant v$l"city 2 car6ur$t"r and hi,h$r ,$arin, than th$ &n%i$ld Bull$t +lassic. 'h$ 6ik$ c"st n$ar a6"ut s. //9300 t" ar"und s. .2 lakh. "yal &n%i$ld 6ull$t &l$ctra pric$ is varyin, up"n th$ d$al$r?s l"cati"n. "yal &n%i$ld Bull$t &l$ctra 5S (3- cc ) is th$ "r$ advanc$d variant "% this 6ik$.
25
26
7.7 Cult Branding +ult 6rands ar$ a sp$cial class "% a,n$tic 6rands that c"and sup$r hi,h cust"$r l"yalty and al"st $van,$lical cust"$rs "r %"ll"*$rs *h" ar$ d$v"t$d t" th$. +ult 6rands ar$ th$ "n$ *ith %"cus$d9 c"itt$d tar,$t cust"$rs *ith hi,h d$,r$$ "% r$v$r$nc$ %"r th$ 6rand9 *h" ar$ *illin, t" put $7tra"rdinary $%%"rt t" acuir$ and us$ th$ 6rand and ar$ *illin, t" pu6licly d$"nstrat$ th$ir l"v$ %"r th$ 6rand in an $7tra"rdinary ann$r. 8hil$ 6rands *"rk hard t" ak$ th$ir pr$s$nc$ %$lt9 cult 6rands d$%y all rul$sIn"rs "% ark$tin, and cr$at$ a str"n, c"unity *hich n" "th$r can atch. "yal &n%i$ld is "n$ such instanc$. %%$rin, a uniu$ly asculin$ "t"rcycl$ *ith a si,natur$ Gthup= s"und9 &n%i$ld has pull$d "%% a l$,acy 6rand *ith its allt$rrain h$avy "t"r6ik$ Bull$t. "yal &n%i$ld has a v$ry str"n, n$t*"rk "% rid$rs9 s$rvic$ $chanics and "% d$si,n$rs E "di%i$rs *h" "%%$r cr$ativ$ cust"iDati"ns "n th$ "t"rcycl$ t"". !t has an $c"syst$ "% its "*n *hich is a v$ry s"cial "n$. !ndia *as 6asically a sc""t$r ark$t %$* y$ars 6ack. "*$v$r9 th$ last %$* y$ars hav$ chan,$d th$ *ay p$"pl$ s$$ and p$rc$iv$ 6ik$s. !ndia is n"* s$$in, a tr$nd "% 150 cc "r a6"v$ 6ik$ s$,$nts9 6ut Bull$t *as al*ays pr$s$nt *ith th$ ran,$s "% 250 cc9 350 cc and 500 cc 6ik$s. Many 6ik$ l"v$rs acr"ss !ndia sa* this 6ik$ as a cult. F"* *h$n th$ !ndian 6ik$ ark$t has $v"lv$d and c"$ "% a,$9 "yal &n%i$ld is als" r$$sta6lishin, its$l%. "yal &n%i$ld has inv$st$d "v$r s.-5 cr"r$s9 t" d"u6l$ th$ir pr"ducti"n capacity t" "n$ lakh units. 'h$ +h$nnai6as$d c"pany9 *hich has 6$$n $7pandin, its $7p"rt ark$ts9 als" said it $7p$cts "v$rs$as sal$s t" d"u6l$ "v$r th$ n$7t %iv$ y$ars. "yal &n%i$ld is 6rin,in, th$ +lassic @$rsi"n "% Bull$t 6ack. 'h$ classic v$rsi"n is 6as$d "n th$ %a"us "ri,inal Bull$t "% 150?s. 'h$ c"pany has als" chan,$d its *$6sit$ a l"t. F"* "n th$ sit$9 th$r$ ar$ a l"t "% c"uniti$s9 Bl",s9 'rip St"ri$s9 %"rus *hich $sta6lish$s Bull$t as a cult 6rand in its "*n l$a,u$. 'h$ sit$ l""ks uit$ lik$ arl$y avids"n sit$. F"*9 *ith arl$y avids"n actually c"in, t" !ndia9 Bull$t has a hidd$n "pp"rtunity. 'h$ cruis$ 6ik$s *"uld ,ain p"pularity and Bull$t *"uld 6$ an "6vi"us ch"ic$ %"r p$"pl$ *h" *"uld n"t 6$ a6l$ t" a%%"rd a arl$y. Als"9 th$r$ ar$ a l"t "% 6ik$s in 200 250 cc s$,$nts that ar$ 6$in, launch$d in !ndia s" p$"pl$ *ill n"* l""k up t" Bull$t %"r a ;lashy Bi, hi,h ++ Bik$.
27
Bull$t is a traditi"n in Pun
28
7. Brand Arc"itecture !n th$ chart 6$l"* *$ can "6s$rv$ th$ $7pansi"n "% th$ "yal &n%i$ld 6rand %r" a "t"rcycl$ c"pany lik$ any "th$r t" th$ arist"cratic patr"n "% adv$ntur$ that it r$pr$s$nts.
!"e Sta+les
M"t"rcycl$s Sp"rts Parts
'rav$l ,uid$s Ph"t" 6""ks untin, Manuals
Duardaro+a
M$n=s *$ar 8"$n=s *$ar
!"e Armory Ex9edition
$l$ts idin, ,l"v$s idin,
'$nts Blank$ts +as$s utd""r +""kin, s$ts
Scri+e
4u,,a,$ 8atch$s B$lts S"cks
!"e 0uest Steed
"adtrip r$ady 6ik$
3ea9on smit"
untin, i%l$s i%l$ cas$s Kniv$s Bin"culars
29
7.% Brand Elements Brand sy6"l c"nsist c"nsists "% 6rand charact$r and 6rand l",". !n cas$ "% 6ik$ ,$n$rally 6rand sy6"l c"nsist "% 6rand l",". Brand *ogo
!t is a c"6inati"n "% shap$s and c"l"ur us$d in a 6rand na$. 'h$ %"ur distinct $l$$nt "% 6rand l"," "% "yal &n%i$ld ar$:
Brand Name "yal &n%i$ld9 c"nsist "% c"pany=s na$ i.$. "yal &n%i$ld. Colour +"l"ur "% th$ l"," is r$d *hich si,ni%i$s &n$r,y9 &7cit$$nt and a *ill t" *in. Slogan 4$av$ "$. ont 'h$ %"nts us$d ar$ in upp$r cas$ and 6"ld $n"u,h s" that it is visi6l$ %r" a distanc$ and
r$%l$cts th$ 6"ld ia,$ "% th$ 6rand.
30
7.; PPs and P8s S"$ "% th$ PP (P"ints "% Parity) and P (P"ints "% i%%$r$ntiati"n) "% "yal &n%i$ld ar$: PP #Points of Parity)
+lassic h$avy 6"dy d$si,n 13.5 15.5 6hp (p"*$r) Masculin$ l""ks Br"ad$r9 stylish and lar,$r capacity %u$l tanks 4ar,$r *h$$ls i,h p$r%"ranc$: str"k$9 350 cc and 500 cc $n,in$s i,itally "p$rat$d spark plu, Str"n, "n "ad pr$s$nc$ Brak$s: isc (%r"nt)I ru ($ar) Stylish and 6i,,$r sil$nc$r ;larin, h$adlaps
;unky and tr$ndy shad$s addin, "r$ t" asculinity
P8 #Points of 8ifferentiation)
;ully anp"*$r pr"ducti"n +h$ap in its s$,$nt @$ry hi,h cust"$r l"yalty 4"yalty rid$s in !ndia "yal rid$rs %an clu6 nly al$"ri$nt$d 6ik$ sh"*in, *"$n 6ikin, adv$rtis$$nts
31
7./ !"e *ogo ?istory 'h$ %"ral r$pr$s$ntati"ns "% "yal &n%i$ld hav$ al*ays 6$$n r$strain$d and stylish. ;"r y$ars9 th$y hav$ %"ll"*$d th$ sa$ th$$ and k$pt th$ traditi"n aliv$. $r$ is a l""k at th$ vari"us l","s that hav$ 6$$n us$d till n"*.
1$;1
1$'1
1'1;
1'72
32
1'7$
1'%2
1';(
1'$(
2((%
2(($
!n d$v$l"pin, th$ n$* l"," %"r th$ "yal &n%i$ld 6rand th$ ain c"nc$rns *$r$ c"unicatin, th$ traditi"n and uality inv"lv$d. 'h$ n$* l"," $7pr$ss$s th$ styl$9 traditi"n9 $n$r,y and $7cit$$nt. !t 6alanc$s 6$t*$$n th$ vinta,$ and th$ "d$rn and $v"k$s a %ailiar $"ry.
33
7.$ Re+randing of Enfield "yal &n%i$ld *as th$ na$ und$r *hich th$ &n%i$ld +ycl$ +"pany ad$ "t"rcycl$s9 6icycl$s9 la*n"*$rs and stati"nary $n,in$s. Us$ "% th$ 6 rand na$ "yal &n%i$ld *as lic$ns$d 6y th$ +r"*n in 1/0. "yal &n%i$ld "t"rcycl$s ad$ in &n,land *$r$ 6$in, s"ld in !ndia %r" 1. !n 1559 th$ !ndian ,"v$rn$nt l""k$d %"r a suita6l$ "t"rcycl$ %"r its p"lic$ and ary9 %"r patr"llin, th$ c"untry?s 6"rd$r. 'h$ Bull$t *as ch"s$n as th$ "st suita6l$ 6ik$ %"r th$ <"6. 'h$ !ndian ,"v$rn$nt "rd$r$d /00 350 cc "d$l Bull$ts. !n 1559 th$ $dditch +"pany partn$r$d *ith Madras M"t"rs in !ndia t" %"r ?&n%i$ld !ndia? t" ass$6l$9 und$r lic$ns$9 th$ 350 cc "yal &n%i$ld Bull$t "t"rcycl$ in Madras (n"* call$d +h$nnai). 'h$ %irst achin$s *$r$ ass$6l$d $ntir$ly %r" c"p"n$nts shipp$d %r" &n,land. !n 159 th$ t""lin, *as s"ld t" &n%i$ld !ndia s" that th$y c"uld anu%actur$ c"p"n$nts. By 1-29 all c"p"n$nts *$r$ ad$ in !ndia. !n 109 &n%i$ld !ndia $nt$r$d int" a strat$,ic allianc$ *ith th$ &ich$r r"up9 and lat$r $r,$d *ith it in 1. !t *as durin, this $r,$r that th$ na$ &n%i$ld !ndia chan,$d t" "yal &n%i$ld. Pur9ose of Re+randing
'h$ purp"s$ "% r$6randin, "yal &n%i$ld *as t" cl"s$r d$%in$ and s$t th$ 6rand apart %r" its c"p$tit"rs. 8h$r$ in th$ past9 th$ 6rand *"uld shar$ siilariti$s *ith th$ ia,$ "% th$ traditi"nal "t"r cycl$ c"pani$s (arl$y avids"n9 'riuph) it "* s$ts its$l% apart 6y d$%inin, a uniu$ tri6$ "% %"ll"*$rs and a turn t"*ards adv$ntur$. !n th$ $sta6lish$d styl$ d$part$nt "yal &n%i$ld has an advanta,$ that until t"day *$nt unus$d. 'h$ id$a "% l$,$ndary stylish "t"rcycl$s n"* d$%in$s a nu6$r "% pr"ducts and 6rin,s 6ack th$ c"nc$pt "% th$ cultur$d adv$ntur$r. 'akin, a u$ %r" th$ days "% "yal $7p$diti"ns9 "yal &n%i$ld is a6"ut d"in, it in styl$.
34
7.' Royal Enfield !urnaround !"e Pro+lem
!n th$ y$ar 2000 th$r$ *$r$ a<"r pr"6l$s in%r"nt "% th$ &ich$r "t"rs in t$rs "% its "t"rcycl$ 6rand "yal &n%i$ld. u$ t" th$ drastic d$clin$ in sal$s9 &ich$r M"t"rs had d$cid$d t" $ith$r shut d"*n "r s$ll "%% "yal &n%i$ld th$ c"pany?s +h$nnai6as$d "t"rcycl$ divisi"n9 *hich anu%actur$d th$ ic"nic Bull$t "t"r6ik$s. ;"r all its r$putati"n9 th$ sal$s "% th$ 6ik$ *as d"*n t" 2000 units a "nth a,ainst th$ plant?s install$d capacity "% -0009 l"ss$s had 6$$n "untin, %"r y$ars. 'h"u,h th$ 6ik$s had di$hard %"ll"*$rs9 th$r$ *$r$ als" %r$u$nt c"plaints a6"ut th$ "% $n,in$ s$iDur$s9 snappin, "% th$ acc$l$rat"r "r clutch ca6l$s9 $l$ctrical %ailur$s and "il l$aka,$s. Many %"und th$ t"" h$avy9 di%%icult t" aintain9 *ith th$ ,$ar l$v$r inc"nv$ni$ntly p"siti"n$d and a dauntin, kickstart. !a-ing Initiati:es
#ust "n$ p$rs"n st""d up t" th$ 6"ard9 insistin, "yal &n%i$ld sh"uld ,$t an"th$r chanc$. $ *as Siddhartha 4al9 a third ,$n$rati"n $6$r "% th$ $lhi6as$d 4al %aily9 pr""t$rs "% th$ &ich$r ,r"up "% c"pani$s. 4al9 th$n 2-9 *as an una6ash$d Bull$t %an: h$ $v$n r"d$ a r$dc"l"ur$d Bull$t *hil$ l$adin, th$ 6araat (pr"c$ssi"n) t" his *$ddin, v$nu$9 inst$ad "% th$ traditi"nal h"rs$. 'h$ 6"ard had a,r$$d t" ,iv$ Siddhartha 4al a chanc$. !t *as n"t 6$caus$ "% its c"n%id$nc$ 4al9 6ut 6$caus$ th$ 6usin$ss *as d"in, s" 6adly that it c"uld hardly ,$t any *"rs$. 4al %$lt "yal &n%i$ld c"uld still 6$ sav$d. 'h$ 6ik$ had its r$putati"n9 a cult %"ll"*in,9 an instantly r$c",nisa6l$ 6uild9 and aspirati"nal valu$. +han,$s had t" 6$ ad$ t" k$$p up *ith th$ ti$s and ak$ th$ 6ik$ "r$ acc$pta6l$9 and th$r$in lay th$ pr"6l$. "yal &n%i$ld %ans lik$d th$ 6ik$s $7actly th$ *ay th$y had al*ays 6$$n. L8$ n$$d$d chan,$s t" attract n$* cust"$rs 6ut 6y d"in, s" risk$d l"sin, $7istin, "n$s9L says .4. avichandran9 *h" 4al 6r"u,ht in as +& in 2005 as part "% his r$vival $%%"rt. avichandran had $arli$r *"rk$d *ith 6"th '@S M"t"r and Ba
&n%i$ld 6ik$s sh"uld n"t 6$ c"pr"is$d. !t is at this p"int "% ti$ that th$ c"pany d$cid$d t" t"uch th$ l$isur$ s$,$nt. Modernising t"e Bullet
$tainin, th$ 6ik$s? ru,,$d l""ks *as a ,iv$n9 includin, th$ 6uild9 th$ d$si,n "% th$ h$ad lap and th$ p$tr"l tank. But sh"uld th$ ,$ars 6$ shi%t$d cl"s$ t" th$ rid$r?s l$%t %""t as in "st 6ik$s "r r$tain$d "n th$ ri,ht sid$N 'h$ u$sti"n ,av$ 4al and his t$a any sl$$pl$ss ni,hts9 sinc$ l"n, ti$ us$rs *$r$ d$ad "pp"s$d t" th$ chan,$. 'h$ $n,in$ *as an"th$r th"rny u$sti"n. 'h$ "ld cast ir"n $n,in$ *as a r$lic "% th$ past. !ts s$parat$ ,$ar 6"7 and "il sup d$si,n ad$ it pr"n$ t" "il l$aks and it s$iD$d up v$ry "%t$n. !ts a6ility t" $$t incr$asin,ly strict $issi"n n"rs *as als" susp$ct. A "d$rn aluiniu $n,in$ *"uld $liinat$ th$s$ pr"6l$s9 6ut it *"uld lack th$ "ld $n,in$?s pr"n"unc$d vi6rati"ns and 6$at *hich "yal &n%i$ld cust"$rs l"v$d. 4a*s "% physics ad$ it ip"ssi6l$ t" r$plicat$ th$s$ *ith th$ n$* $n,in$.
!"e ne5 aluminum engine im9ro:ed t"e +i-es> 9erformance +ut could not reca9ture fully t"e +eat of t"e old one
'h$r$ ar$ any ,l"6al $7apl$s "% aut" c"pani$s ,"in, und$r %"ll"*in, a radical chan,$ in th$ $n,in$ "% th$ir pr"ducts. H$t 4al and his t$a pr"c$$d$d t" 6"th alt$r th$ p"siti"n "% th$ ,$ars and d$si,n a n$* $n,in$. Many "% th$ "ld $n,in$?s charact$ristics lik$ th$ l"n, str"k$9 th$ sin,l$ cylind$r9 th$ hi,h capacity *ith push r"d $chanis *$r$ r$tain$d. But th$ n$* $n,in$9 unlik$ th$ "ld9 had hydraulic tapp$ts9 a n$* $n,in$ arran,$$nt9 n$* $tal and %$*$r "vin, parts. 6vi"usly9 it did n"t pr"duc$ th$ vi6rati"ns and th$ 6$at "% th$ "ld9 6ut int$rnati"nal $7p$rts *$r$ c"nsult$d and s"und appin, carri$d "ut %"r "v$r 19000 h"urs t" $nsur$ it pr"duc$d
36
th$ a7iu rhythic vi6rati"ns p"ssi6l$ and a 6$at9 *hich *as 0 p$r c$nt "% th$ aplitud$ "% th$ "ri,inal.
!"e 9etrol tan->s design 5as left largely untouc"ed as it contri+utes to t"e +i-e>s sturdy :intage loo-.
'h$ n$* $n,in$ had 30 p$r c$nt %$*$r parts and pr"duc$d 30 p$r c$nt "r$ p"*$r than th$ "ld9 *ith 6$tt$r %u$l $%%ici$ncy. '*" "th$r pr"6l$s n$$d$d t" 6$ addr$ss$d: th$ uality "% s"$ "% th$ c"p"n$nts "yal &n%i$ld 6ik$s *$r$ usin,9 and th$ sal$s $7p$ri$nc$. '" tackl$ th$ %irst9 sh"p %l""r pr"c$ss$s *$r$ %in$ tun$d9 *hil$ suppli$rs *$r$ $7h"rt$d t" ipr"v$ uality l$v$ls. "yal &n%i$ld als" $6ark$d "n a lar,$ scal$ int$rnal $7$rcis$ t" t"n$ up p$r%"ranc$. Sl"*ly9 th$ tid$ turn$d. &n,in$ r$lat$d pr"6l$s and "il l$aka,$s in "yal &n%i$ld pr"ducts al"st disapp$ar$d. By 200/ d$al$rs *$r$ r$p"rtin, l"*$r *"rkl"ads. 8arranty clais %$ll sharply t"". Mal%uncti"nin, "% th$ spra, clutch9 "n *hich th$ $l$ctric start$r d$p$nds9 d$clin$d9 %"r instanc$9 %r" %iv$ p$r c$nt in 2005I0- t" 0.2 p$r c$nt in 2010I11. "yal &n%i$ld als" 6$,an c"nductin, aru$$ rid$s t" pr""t$ l$isur$ 6ikin,. Als" t" ipr"v$ th$ sal$s $7p$ri$nc$ n$* c"pany "*n$d sh"*r""s *$r$ launch$d and d$al$rships hav$ $7pand$d.
37
. Mar-eting Strategies of Royal Enfield .1 !arget Mar-et "yal &n%i$ld9 as a pr$iu 6rand9 tar,$ts a%%lu$nt !ndians as its c"nsu$rs. 'h$ s$,$nt "% ark$t *hich "yal &n%i$ld cat$rs t" is ur6an *"rkin, pr"%$ssi"nals "r stud$nts and surprisin,ly als" th$ p$"pl$ %r" th$ rural ar$as *h" ar$ th$ r$al hardc"r$ 6ull$t l"v$rs. A lar,$ nu6$r "% th$s$ ar$ c"in, up %r" industri$s such as !'9 6ankin,9 phara and ;M+. F"*9 p$"pl$ $arn "r$ "n$y and hav$ ,r$at$r disp"sa6l$ inc"$. 'h$y *ant t" ak$ a stat$$nt and $n<"y th$ rid$ %"r *hich 6ik$ is a p$r%$ct %it %"r th$. 'h$y hav$ tar,$t$d this ,r"*in, s$t "% c"nsu$rs *ith th$ir classic s$ri$s "% "t"rcycl$s +lassic 350 and classic 5009 al"n, *ith thund$r6ird s$ri$s. 8ith traditi"nal str"n,h"ld ark$ts "% Pun
.2 Positioning "yal &n%i$ld is p"siti"n$d as a l$isur$ and practical 6rand and has its "*n nich$ ark$t %"r its$l%. !t has p"siti"n$d its$l% as a pr""t$r n"t "% "t"rcycl$s 6ut "% "t"rcyclin, $7p$ri$nc$. 'h$ v"ic$ "% &n%i$ld is c"par$d t" a tract"r9 6ut $v$n that has h$lp$d it p"siti"n in th$ inds "% its cust"$rs and aspirants. Built ar"und uality and un%linchin, l"yalty t" th$ cust"$r9 a %$* r$as"ns *hy th$ l$,$ndary Bull$t is n"t
is kn"*n as ridin, and $atin, up il$s. !t is als" kn"*n9 a"n,st hard c"r$ 6ik$rs9 as pr""t$r "% l$isur$ "t"rcyclin, as a li%$styl$ and $nc"ura,$s th$ "yal &n%i$ld rid$rsI"*n$rs t" k$$p ridin,. !t?s a 6ik$ *hich "st "% 6ik$ l"v$rs *ants t" "*n and shar$s a plac$ in th$ir h$art.
.7 Mar-eting Mix
Product
'h$ di%%$r$ntiat$d p"siti"nin, and tar,$t ark$t "% "yal &n%i$ld in th$ 6ik$ ark$t9 has %"rc$d th$ &ich$r ,r"up t" strat$,iD$ and plac$ its$l% di%%$r$ntly. 'h$ pr"ducts "%%$r$d 6y "yal &n%i$ld ak$s ridin, 6ik$s an a6s"lut$ drivin, pl$asur$ *hil$ ,"in, %"r l"n, driv$s. 'h$ pr"duct "%%$rin,s "% th$ "yal &n%i$ld hav$ 6$$n d$scri6$d 6$l"*: Classic 7%(
'h$ sall$r t*in "% th$ +lassic 5009 th$ +lassic 350 *ill h"ld its "*n a,ainst any "th$r "t"rcycl$ and th$n pull s"$ "r$. 'h$ +lassic 350 shar$s its p"*$r plant *ith th$ l$,$ndary 'hund$r6ird '*inspark. 'h$ t"ru$ t" %latt$n "untains and th$ %u$l $%%ici$ncy t" cr"ss $ntir$ ran,$s c"$s in th$ sa$ und$rstat$d y$t charin, stylin,.
'his is a "t"rcycl$ that d"$s n"t n$$d t" sh"ut t" 6$ h$ard. B"rn "% a rich h$rita,$ and 6r$d *ith "yal &l$,anc$ this 350cc thup$r has all th$ ualiti$s "% a typical "yal &n%i$ld. Appr$ciat$d th$n9 appr$ciat$d n"*. 'h$ +lassic 350 is p"*$r$d 6y a sin,l$ cylind$r 350 cc9 t*in spark9 air c""l$d $n,in$. !t %$atur$s a sh"rt sil$nc$r9 %u$l *arnin, indicat"rs and a classic sp$$d"$t$r. !t als" has an "pti"n "% a sin,l$ s$at *hich has sprin,s %"r "r$ c"%"rt. 39
Classic %((
Ar$d *ith a p"t$nt %u$l in<$ct$d 500cc $n,in$ and cl"th$d in a disarin,ly app$alin, p"st *ar stylin,9 this pr"is$s t" 6$ th$ "st c"v$t$d "yal &n%i$ld in hist"ry. 'h$ p"*$r9 th$ %u$l $%%ici$ncy9 th$ r$lia6ility and sipl$9 y$t dr"p d$ad ,"r,$"us classic stylin,. 'h$ classic turns h$ads n"t 6$caus$ it *ants t" 6ut 6$caus$ it can=t h$lp it. H"u *ill appr$ciat$ th$ 6$at n"t
'h$ +lassic 500 cc c"$s *ith class %$atur$s. !t is run 6y a sin,l$ cylind$r 500 cc $n,in$ call$d U+& (Unit +"nstructi"n &n,in$)9 and this $n,in$ d$p$nds "n %u$l in<$cti"n than th$ car6ur$tt"r. As a r$sult9 d$cr$as$s in %ricti"n "% "vin, parts and l"ss "% transissi"n ar$ $vid$nt. 'h$ vi$* is siply 6$tt$r *h$n y"u ar$ astrid$ a "yal &n%i$ld +lassic 500 *h$th$r "vin, "r still. 'h$ n$*s "% th$ "st r$c$nt chr"$ %inish$d +lassic 500 is cr$atin, a s$ns$ "% $7cit$$nt a"n, Bull$t $nthusiasts and th$ launch is uch a*ait$d in !ndia. !"under+ird %((
'h$ all n$* "yal &n%i$ld 'hund$r6ird is n"* *ith a p"*$r%ul 500 cc $n,in$9 a 20 litr$ tank9 di,ital $t$r c"ns"l$9 4& tail laps and in thr$$ strikin, shad$s "% 6lack ,iv$s a n$* d$%initi"n t" i,h*ay cruisin,. P$rhaps "n$ "% th$ "st anticipat$d "d$ls %r" th$ "yal &n%i$ld sta6l$9 'hund$r6ird 500 is p"is$d t" $nhanc$ th$ pl$asur$ "% l$isur$ "t"rcyclin, a"n,st th$ t"urin, $nthusiasts. Classic 8esert Storm
40
'h$ +lassic $s$rt St"r c"$s *ith a Osand paint sch$$ r$inisc$nt "% th$ *ar $ra9 a ti$ *h$n "yal &n%i$ld "t"rcycl$s pr"v$d th$ir capa6iliti$s and 6attl$ *"rthin$ss 6y ip$cca6l$ s$rvic$ t" s"ldi$rs in harsh c"nditi"ns "% th$ d$s$rt.
"nnin, a y"un,$r l""k *ith stylin, cu$s "n$ *"uld $7p$ct "nly %r" a ,$nuin$ "yal &n%i$ld: sin,l$ cylind$r airc""l$d pushr"d $n,in$9 150s styl$ nac$ll$ and t""l6"7$s9 traditi"nal paint sch$$ and 6u%%$d $n,in$ c"p"n$nts9 this "t"rcycl$ is all s$t t" 6rin, th$ pl$asur$s "% "d$rn "t"rcyclin, *hil$ r$%l$ctin, th$ aura "% $t$rnal classic stylin,. !"under+ird !5ins9ar-
'h$ 'hund$r6ird '*inspark *as th$ %irst "d$l t" %$atur$ "yal &n%i$ld=s r$v"luti"nary Unit +"nstructi"n &n,in$. All th$ *$ll l"v$d %$atur$s "% th$ 'hund$r6ird hav$ 6$$n r$tain$d and $nhanc$d in s"$ cas$s.
41
Als"9 th$ t*in 6$n$%it "% ipr"v$d $n,in$ p$r%"ranc$ and $%%ici$ncy ak$s this "t"rcycl$ hard t" 6$at in t$rs "% pur$ ridin, pl$asur$ as *$ll as visual d$li,ht. 'h$ $v"luti"nary i7 "% "ld and n$* %$atur$s in this "t"rcycl$ s$ts it a part and ak$s it sp$cial %"r its "*n$rs. Classic C"rome
'h$ "yal &n%i$ld +lassic +hr"$ is 6as$d "n th$ +lassic 500 *ith a rath$r ,$n$r"us d"s$ "% chr"$ "n it. 4ik$ th$ +lassic 5009 th$ n$* +lassic +hr"$ r$tains th$ uint$ss$ntial classic British stylin, "% th$ 150s: sipl$9 har"ni"us9 *$ll pr"p"rti"n$d.
'h$ +hr"$ sp"rts a s$at *ith a l$ath$r %inish and adds t" th$ visual app$al "% th$ "t"rcycl$. Built "% "ld%ashi"n$d $tal9 in cl$an $l$,ant lin$s "% +hr"$ c"6in$d *ith a rich paint %inish th$ d$si,n "% th$ "yal &n%i$ld +lassic +hr"$ is a tri6ut$ t" th$ r$tr" l""k "% p"st *ar British "t"rcycl$s. 'h$s$ ar$ s"$ "% th$ "st %a"us pr"duct "%%$rin,s "% "yal &n%i$ld. 'h$ pr"ducts "%%$r$d 6y "yal &n%i$ld ak$s ridin, 6ik$s an a6s"lut$ drivin, pl$asur$ *hil$ ,"in, %"r l"n, driv$s. 'ar,$tin,9 P"siti"nin, and Mark$tin, Mi7 (Pr"duct) "% "yal &n%i$ld "yal &n%i$ld has p"siti"n$d its$l% as a 6ik$ %"r passi"nat$ 6ik$ rid$rs and th"s$ *h" trav$l "r$ and %r$u$ntly. Bas$d "n th$ p"siti"nin, &n%i$ld has d$si,n$d th$ pr"duct *hich is "r$ sta6l$ and p"*$r driv$n. 'h$ a7iu p"*$r "% 1./ 6hp and 2.2 6hp h$lps th$ 6ik$ t" driv$ $asily "n hilly t$rrains. 'h$ t"ru$ and %iv$ ,$ar transissi"n h$lps %"r "r$ p"*$r distri6uti"n at $ach ,$ar l$v$l and h$nc$ 6$tt$r p$r%"ranc$. 'h$ disc 6rak$ at %r"nt tir$s pr"vid$s $$r,$ncy and sta6l$ 42
6rak$ syst$ *hich d"$s n"t all"* 6ik$ t" skid "n th$ r"ads at hi,h sp$$ds and thus pr"vid$ sta6ility *hich is ust %"r a trav$l$rs 6ik$ and %"r all *$ath$rs. 'h$ a7iu sp$$d has 6$$n k$pt a,ain acc"rdin, t" th$ n$$ds and p"siti"nin, "% th$ 6rand. 'h$ pr"duct "%%$rin,s "% "yal &n%i$ld "%%$rs th$ir tar,$t ark$t *ith all th$ %$atur$s in a pr"duct *hich als" pr"vid$s th$ *ith a n"n r$sistin, t$ptati"n "% drivin, &n%i$ld and adds t" th$ir status sy6"l.
Price
'h$ ta6l$ 6$l"* sh"*s th$ pric$ list "% th$ vari"us 6ik$ "d$ls "% "yal &n%i$ld: Royal Enfield Models
Price#a:g.) 19109200 19059000 19-/9000 1909000 1955000
'hund$r6ird 500 +lassic $s$rt St"r +lassic +hr"$ +lassic Battl$ r$$n +lassic 500 +lassic 350 'hund$r6ird '*inspark Bull$t &l$ctra '*inspark
59000 1909500 1909000
Bull$t 350 '*inspark Bull$t &l$ctra &;! Bull$t &l$ctra $lu7$ Bull$t 500 classic
09000 39150 19039000 1929000
Pricin, strat$,y is as sipl$ as in "th$r 6ik$ anu%actur$s9 6ut th$ir s$,$ntati"n strat$,y is %"r t"u,h9 ru,,$dn$ss ia,$9 y"uth9 hi,h pric$ *ith p"*$r%ul structur$ strat$,y %"r "yal &n%i$ld. 'h$y hav$ hi,h ran,$ "% 10000 t" l"*$r ar"und 5000 s. But still it is %ar %r" th$ r$ach "% a n"ral p$rs"n. "*$v$r still it is l"*$r than th$ 6ik$s in th$ p"*$r%ul $n,in$ cat$,"ry lik$ Fin
Place
"yal &n%i$ld has a distinct plac$$nt and distri6uti"n syst$ %"r its pr"ducts. C"annel Management 43
C"annel En:ironment F Strategy
+hann$l $nvir"n$nt at "yal &n%i$ld is $7clusiv$ "*in, t" th$ %act that d$al$rships ar$ als" $7clusiv$> $anin, that a chann$l *ill s$ll "nly "yal &n%i$ld v$hicl$ and that t"" "% a cat$,"ry9 %"r $7apl$9 a chann$l *ill s$ll "nly trucks ad$ "yal &n%i$ld. S" it is a d$dicat$d chann$l uch lik$ cars. As a r$sult th$r$ is n" c"n%lict "% int$r$st 6$caus$ th$ d$al$r is s$llin, "nly v$hicl$s "% "yal &n%i$ld. 'h$ chall$n,$ is t" %ind a d$al$r *h" is *illin, t" 6$ a part "% such an $7clusiv$ chann$l. &7clusivity is als" a 6arri$r c"nsid$rin, n"t any d$al$rs *"uld *ant t" c"it t"
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C"annel Structure F 8esign
"yal &n%i$ld has thr$$ typ$s "% chann$l structur$: 1. 7S structure
2. 2S C"annel
'h$ 2S chann$l is us$d i% th$r$ is a v$ry 6i, t$rrit"ry and ad$uat$ n". "% v$hicl$s ar$ n"t s"ld 6ut v$hicl$s ar$ suppli$d in th"s$ ar$as th$n "nly s$rvic$ and spar$ is r$uir$d ('h$ d$al$r is n"t auth"riD$d t" s$ll). 7. 1S C"annel 'h$s$ ar$ r$tail$rs *h" s$ll spar$s "nly.
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8hil$ s$l$ctin, chann$l $6$rs %"ll"*in, charact$ristics ar$ c"nsid$r$d 6y "yal &n%i$ld:
H$ars in 6usin$ss SiD$ "% d$al$r r"*th and pr"%it r$c"rd +""p$rativ$n$ss and r$putati"n
4"cati"n
'h$ distri6uti"n syst$ is uit$ transpar$nt as th$ cust"$r th$ c"pany is tar,$tin, is nich$ ark$t9 s" n" n$$d t" 6$ a t"" thick int" th$ distri6uti"n chann$l and th$y ar$ "%%$rin, sh"*r"" 6$l"n,in, t" th$ all d$",raphical varia6l$s9 lik$ a,$9 $ducati"n l$v$l9 av$ra,$ inc"$9 *ith th$ h$lp "% that th$y ar$ "%%$rin, "nly t" th$ liit$d city acr"ss th$ c"untry.
Promotion
'h$ pr""ti"n strat$,y "% "yal &n%i$ld is uit$ di%%$r$nt %r" "th$r aut""6il$ anu%actur$rs. 'h$y hav$ n"t 6$$n ,"in, %"r a,,r$ssiv$ '@ c"$rcials lik$ "th$r c"pani$s 6ut th$ir pr""ti"n strat$,i$s ar$ %"cus$d "n 6uildin, th$ir ia,$ as a cult 6rand "% !ndia.
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Brand Cam9aigns 1. ?andcrafted in India Cam9aign
A "yal &n%i$ld is a rar$ 6r$$d in an a,$ "% asspr"duc$d9 us$r%ri$ndly pr$dicta6ility. 'his is a $chanical "t"rcycl$9 handcra%t$d *ith l"v$9 $n,in$$r$d *ith purp"s$9 and d$si,n$d in a *ay that ,iv$s $ach achin$ its "*n uniu$ charact$r. 'his charact$r is r$in%"rc$d 6y "yal &n%i$ld?s cultural FA 6y *h$r$ it *as 6"rn9 and 6y *h$r$ it is n"* 6uilt. !ts classic British p$di,r$$ sh"*s in $v$ry lin$9 *hil$ th$ ,l$ain, n$* $n,in$ hints at th$ d$v"ti"n that has $na6l$d this l$,$ndary aru$ t" thriv$ in th$ "utskirts "% +h$nnai. 'his capai,n9 Landcra%t$d in +h$nnaiL9 is a tri6ut$ t" th$ *"nd$r%ul p$"pl$ *h" 6uild9 s$ll9 rid$ and aintain th$s$ 6$l"v$d achin$s9 and is a h$art%$lt tri6ut$ t" th$ city that "yal &n%i$ld calls h"$.
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2. !"e !ri9 Cam9aign
"yal &n%i$ld is a6"ut styl$9 panach$ and distinctiv$n$ss. 8$9 at "yal &n%i$ld9 6$li$v$ that $ach individual=s r$lati"nship *ith his "r h$r 6ik$ is uniu$. 'h$ir p$rc$pti"n "% th$s$lv$s *ith th$ir 6ik$ is $ually distinct. 8$ launch$d th$ 6rand capai,n call$d G'rip= t" pay tri6ut$ t" "yal &n%i$ld=s auth$ntic charact$r as *$ll as th$ir "*n$rs?. 'h$ capai,n dra*s instanc$s %r" r$al liv$s and 6ik$s> th$ p$"pl$ *h" hav$ $7pl"r$d th$ir adv$ntur"us traits "n th$ir "yal &n%i$ld and "th$rs *h" hav$ push$d th$ liits t" %ind th$ir plac$ in th$ sun. H$t s"$ "r$ *h" hav$ siply ,iv$n in t" th$ir passi"n %"r ridin, and "% c"urs$9 th$ir "yal &n%i$ld. 'his capai,n aspir$s t" h"n"r th$s$ ti$l$ss passi"ns and th$ spirit "% "t"rcyclin, in a *"rld that=s incr$asin,ly d$p$nd$nt "n virtual r$ality. " ah$ad9 $n<"y th$ tripC
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Product Cam9aigns 1. !"under+ird >*ea:e ?ome> Cam9aign
!t=s n"t unc""n %"r !ndian $n t" liv$ at h"$ %"r %ar t"" l"n, ($v$n "nc$ th$y?r$ arri$d *ith kids) 6$caus$ "% th$ir par$nt?s traditi"nal inds$t9 issin, "ut "n a "r$ $7citin, li%$ 6$caus$ "% it. 'h$ 4$av$ "$ capai,n ,av$ a v"ic$ t" a n$* ,$n$rati"n su%%$rin, %r" this pr"6l$ and pr"vid$d th$ s"luti"n in th$ %"r "% th$ 'hund$r6ird. 'his ad capai,n als" c"unicat$s th$ sl",an "% th$ c"pany O4$av$ "$=. !t d$scri6$s th$ vari"us r$lati"nships "n$ has *ith "n$=s %aily $6$rs9 %ri$nds9 hisIh$r l"v$ and lastly t$lls th$ t" l$av$ th$ir h"$ and hav$ an ind$p$nd$nt and adv$ntur"us li%$.
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S"$ "% th$ "th$r print ads "% "yal &n%i$ld ar$ sh"*n in th$ %i,ur$s 6$l"*:
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Pu+lications
"yal &n%i$ld has 6$$n als" pu6lishin, sp$cial a,aDin$s lik$ th$ B$at *hich is a "nthly a,aDin$ and 'h$ ialayan dyss$y and 'rip *hich ar$ th$ y$arly a,aDin$s. 'h$ $7p$ri$nc$s "% th$ happy cust"$rs ar$ shar$d in th$s$ a,aDin$s and sh"* th$y act as t$sti"nials %"r "th$r cust"$rs. Als" th$ B&A' a,aDin$ is %ull "% ph"t",raphs sh"*in, vari"us ph"t"s "% th$ <"urn$ys "% "yal &n%i$ld and $7p$ri$nc$s "% th$ cust"$rs. 'hr"u,h this a,aDin$s "yal &n%i$ld is tryin, t" 6uild th$ cust"$r l"yalty and als" inspirin, th$ n$* adv$ntur"us cust"$rs t" ," %"r "yal &n%il$d 6ik$s.
rgani4ing :arious !ours and !ri9s
"yal &n%i$ld has 6$$n "r,aniDin, vari"us t"urs and trips t" aintain th$ir c"r$ cust"$r s$,$nt. 'h$y hav$ 6$$n "r,aniDin, pr",ras lik$ OK ann "% Kachchh9 Oialayan dyss$y and th$ "st r$c$nt "n$ is th$ O'"ur "% Bhutan. 'his is h"* th$y ar$ tryin, t" inv"lv$
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th$ir cust"$rs in 6uildin, th$ 6rand and vari"us "yal &n%i$ld l"v$rs %r" all "v$r th$ c"untry participat$ in such pr",ras.
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. S3! Analysis S!REND!?S
3EA,NESSSES
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SiD$ and scal$ "% par$nt c"pany
•
•
&%%$ctiv$ Adv$rtisin, +apa6ility
•
•
+"itt$d and d$dicat$d sta%%
•
•
i,h $phasis "n and
•
&7p$ri$nc$ in th$ ark$t
•
&sta6lish$d 6rand
•
&sta6lish$d ark$t chann$l
•
P"*$r9 Sp$$d E Acc$l$rati"n
PP
Sall sh"*r""s F"t uch $phasis "n a,,r$ssiv$ s$llin, 8$ak pr"duct div$rsity
!?REA!S
•
r"*in, pr$iu s$,$nt
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+ut thr"at c"p$titi"n
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l"6al $7pansi"n int" th$ +ari66$an E
•
!ncr$asin, nu6$r "% play$rs in th$
+$ntral A$rica •
• •
ark$t
&7pansi"n "% tar,$t ark$t (includ$
•
isin, ra* at$rial c"sts
*"$n)
•
!ncr$asin, rat$s "% int$r$st "n %inanc$
!ncr$asin, disp$nsa6l$ inc"$
•
&ntry "% arl$y avids"n
st
1 "v$r advanta,$
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