somyo presentation

7/29/2019 Somyo Presentation

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You know it's a Bullet as soon as you hear it, before you even see it. The throaty

pounding and off-centered drumming beat are part of the signature sound that

defines the persona of the machine and differentiate the manufacturer from it's

competitors. It's all about what the thump riders expect when they rev up the

engine.

About The CompanyRoyal Enfield was the name under which the Enfield Cycle Company made motorcycles,

bicycles, lawnmowers and stationary engines. This legacy of weapons manufacture is

reflected in the logo, a cannon, and their motto "Made like a gun, goes like a bullet".

In 1956 Enfield of India started assembling Bullet motorcycles under license from UK

components, and by 1962 were manufacturing complete bikes. Enfield of India bought the

rights to use the Royal Enfield name in 1995. Royal Enfield production, based in Chennai,

continues and Royal Enfield is now the oldest motorcycle brand in the world still in

production with the Bullet model enjoying the longest motorcycle production run of all time.

Today what started as a British brand has become a complete Indian subsidiary with

Eicher Motors buying Enfield India in 1994 and also acquiring the rights to name

Royal Enfield.

Product Line-Up.Royal Enfield has kept alive the tradition of retro bikes, all it's models have the old

age feel of motorcycling and they have liked to keep it simple. However with the new

emission norms and increasing competition there have been some technological

advancements but the bike still remains the same when it comes to looks unmatched

by any two wheeler across the globe.Bullet 350 The Real Bullet, this was the motorcycle which started it all, prior to it's

retirement this was the oldest bike in production. A very successful model, because it

was not easy to ride. The gear shifter was on the right hand side and the breaks

were on the left hand side opposite to any other motorcycle in the market. The

engine had to be set to a right pressure before you could kick the start leaver, the

engine leaked oil while riding, heavier then any other motorcycle available at that

time. A long wheel base and bigger tyres provide increased stability and road grip,

making it ideal for long distance travel. It also featured a neutral finder for easy

shifting of neutral. These attribute of the bike made it something challenging, people

wanted to own it to look more macho.


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Moreover this model was associated with Police and the Military giving it a more

respectable image. It's aristocratic black and gold livery and thumping engine beat

reminded passer by that they are in the presence of automotive royalty.

Bullet Electra 5S - Bullet in it's new Avatar, this was launched when people at

Royal Enfield thought of making Bullet available to everyone. It was more user

friendly and technologically advanced then Bullet, gear shift was shifted to left hand

side and breaks to the right hand side making it more convenient to ride. Five speed

gear box was introduced along with host of other features such as electric start, gas

filled shockers and glass wool silencers. While, this bullet was termed as the best

Bullet ever by the critics, it was not accepted by most of the Bullet riders because it

lacked the qualities that made Bullet a Bullet. The term Bullet Purist was coined

then, however this model gave power to the people expanding the market for Royal

Enfield and also set up foundation for the introduction of new models.Lightning 535 This was a 500 cc city-bike, which did not do well as compared to

other models. Probably this was the only model which did not do well even among

the hard core bullet riders.

Apart from these, in early seventies Royal Enfield came up with smaller cubic

capacity motorcycles which were not very successful in the market that time.These were the models which were retired after a period of time, since our country

was going under an evolution of liberalization. The market was open and more andmore two wheeler automobile companies were entering the market, a lot of tie-ups

between indian and international companies were happening. Market got flooded

with Japanese motorcycles with superior technology, these motorcycles were low on

maintenance and high on mileage something which every middle class Indian wanted.

The rising price of fuel due to the Gulf war also affected the sales of Royal Enfield's

motorcycles. New models had to be launched to stay in the market, this was the time

when Royal Enfield not only introduced new models but also started to heavily

advertise across all mediums. Campaigns such as Everyone makes way for the

bullet was introduced targeting riders across age groups but mostly youth, since thebuying power had increased and it was the youngsters who were making buying

decisions and wanted to be unique. Therefore Royal Enfield not only launched new

models but also brought it's successful international models in India.The following models were introduced in the market.

Bullet 350 UCE The legendary Bullet was revived with a new heart, it was a given

a complete new UCE engine and other technological advancements. However this

classic machine has kept place with advances in engineering and ergonomics

without diluting it's impeccable pedigree. This model had a longer wheel base which

provides increased stability and road grip, making it ideal for long distance travel.


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Electra Twinspark The twinspark engine formed the heart of almost all the new

Royal Enfield motorcycles. The Electra also came with the same package which

allowed the motorcycle to become more people friendly, since it was more reliable,

required less maintenance and came with double benefits of more power and better

fuel economy. In terms of styling the new Electra still keeps it simple following thelines of the traditional Bullet but still adding it's unmistakable distinctive style to it.

And as Royal Enfield says, Everyone still makes way for the Electra Twinspark.Thunderbird The first true cruiser from Royal Enfield stable and also the first true

cruiser in the country. This motorcycle changed the way India toured on motorcycles,

a true mile muncher. This motorcycle was also promoted to do be a motorcycle

made for long distance rides. Rides which can be a thousands of kilometer long. This

was the first Royal Enfield motorcycle to feature an U.C.E or Unit Construction

Engine. The motorcycle was much more reliable and comfortable for long ride and to

add to that was a visual delight, complete with monkey style handlebars and twindisplay meters, it was a break from the traditional looks of Royal Enfield motorcycles.

Classic 500 When Classic 500 was first showcased the Autoexpo 2010 it created

a ripples in the 200cc plus category. However Royal Enfield decided to introduce it in

the international market first, it was the first international model to be launched in

India. It was the first model from Royal Enfield which was fully loaded in terms of

technology, it had everything from disc brakes to fuel injection. However the looks

still was inspired from the post world war Royal Enfield motorcycles. This motorcyclehad everything from power, fuel efficiency, reliability to simple yet drop dead

gorgeous classic styling.Classic 350 The smaller twin of Classic 500, shares engine of the Thunderbird

and looks of the Classic. This single seater motorcycle was made solely for for riding

pleasure, keeping in mind the retro looks of the classic series this motorcycle was

designed on the lines of post world war era of motorcycles.

Everyone Makes Way For The Bullet.Often being termed as Indian Harley, Royal Enfield has done wonders with it's

promotions. The focus has never been on the traditional mediums of advertising but

on below the line activities such as events, p.r, online, etc. Their campaigns such as

Everyone makes way for the bullet, Leave Home and Trip have been mostly on

ground.

Today Royal Enfield is at a all time high capturing 3-4% of the market share of twowheeler industry and approx. 100% in the 300cc plus category. It's factories are


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working in full capacity and the waiting period for delivery of a motorcycle is

minimum Eight month. Even after such a long waiting period people are waiting for

them and are even ready to pay more then the retail price.

Royal Customers.Royal Enfield has never used the traditional media i.e. Television and Radio majorly

for their campaign. Their campaigns have always been below the line and were

backed by electronic and print medium. When for the first time Royal Enfield

introduced it's first set of new generation machines which means the gear shift on

left side and breaks on right side, it has been struggling to find a balance between

traditional Bulleters and new upcoming riders. According to the traditional bulleters

the new generation motorcycles were not even Bullets they were just another

motorcycle. This was the first time Royal Enfield found problem in shifting it's

positioning from a muscle bike to a lifestyle motorcycle. People at Royal Enfield were

wise enough to make sure that this motorcycle was not meant for everyone.

Everyone Makes Way For The BulletThe first campaign they came up with was Everyone Makes Way For The Bullet.

This campaign showed the true essence of Bullet and why was it called Raja

Gaadi, it showed how riding a bullet commands respect. The campaign connectedthe pleasure of biking to the masculine persona. Needless to say after this

campaign the Bullet Purist and the new riders both made way for the bullet.

Thunderbird the first cruiser by Royal Enfield achieved an iconic status and today is

the most preferred cruiser for long rides. This campaign brought power to people.

The new generation Royal Enfield's allowed everyone to ride and ride with pride.

During this campaign Royal Enfield worked in collaboration with the mechanics, and

convinced them first that these are good motorcycles and while incorporating new

technology they have not compromised on the quality of the motorcycles. This was

necessary since Royal Enfield's have specialist mechanics and it was a nice way toincrease the word of mouth publicity. Workshops and events to educate people

about the new Royal Enfield was common theme for promotion in this phase.

Leave HomeWhen this campaign was launched the approach of Royal Enfield towards it's

customers had completely changed. They were now thinking more on the lines of

engaging the customers. The campaign Leave Home was an initiative towards riders

to get out of their home and ride somewhere on their Royal Enfield motorcycles. Theconcept of tours and rallies were introduced in this phase. Owner groups on the lines


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of Harley Davidson were promoted and almost every city saw the mushrooming of

Bullet owner groups such as

Indi-Thumpers, Bulleters, Thumpers, etc. Company sponsored rides and get-

togethers were happening in all the places. Royal Enfield also was one of the first

companies to allow customization on their motorcycles. While some amount of

customization was possible the moment you buy your motorcycle, passionate Royal

Enfield ehnthusiastics took it to another level by completely chopping down the

motorcycle and make a fully customized version of their own Royal Enfield. Unlike

other automobile companies Royal Enfield not only encourage it, but from time to

time also acknowledged their contribution by featuring it on their website or in

magazines. With all this happening another big initiative was taken by them,

something of that kind had never happened in India. Rider-mania, a festival for Royal

Enfield owners was introduced in India, where the only criteria for participation was

to own a Royal Enfield. This was a unique experience and people from across thecountry rode to participate in such an event.

During all it's promotion Royal Enfield did keep one thing in mind that was the joy of

riding a motorcycle. Their campaign encouraged people to go for long rides and right

about them on blogs and post pictures about their trip on internet, making the bike

very aspirational in nature and promising a lifestyle which no other motorcycle could

offer. Needless to say this campaign was an immediate hit and Royal Enfield

captured the majority of the market in cruiser segment, where it's only competitor

was Kawasaki Bajaj's Eliminator.

Trip.

This can be called an extension of the leave home campaign, but again it promoted

the individuality of people and the bond they shared with Royal Enfield motorcycles.

This campaign promoted customization a lot since it talked a lot about individuality.

Trips across country were organized under the banner of Royal Enfield, these rides

were much more organized, media hyped in nature.

Handcrafted in Chennai.More then 90% of market share in it's category, exporting motorcycles to

international market, Royal Enfield's factories were working in full capacity. The

demand was such that they were not able to meet the supply customers having to

wait for minimum of eight months for delivery. It seemed all was going well for them,

but in this demand supply imbalance they started to loose their market share, their

brand value took a hit and there was nothing they could do to increase production.


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This campaign was to ensure the Royal Enfield customers that if they are investing

so much time waiting for their motorcycle it is going to be worth it. The campaign

showed how carefully and creatively all the Royal Enfield motorcycles were made,

each motorcycle was given personal attention and was handcrafted for perfection.

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