This Power point Presentation will tells about the success story of Royal Enfield. I have presented it using STP analysis, 4P's and Swot Analysis.

2. Made Like a Gun

3. Introduction
• Mid 19th Century  England By George
Townsend
• Bullet bikes are famous for their;
– power
– stability
– rugged look

4. • Established in 1955  India
– Headquarters  Chennai
– In 1990  collaboration with the Eicher Group, a
leading automotive group in India
– 1990, and merged with it in 1994
– In 1996  Govt. Imposed stringent norms for
emission  Royal Enfield was the first motorcycle
manufacturer to comply
– Today  It is the Oldest motorcycle model in the
world still in production with a high demand

5. 1955
to
Today

6. Segmentation
• Demographic Segmentation
– Age
• Youth
• Middle Aged People
– Occupation
• Army and Police
• Stressful jobs

7. Targeting
Army and Police Personnel's

8. Positioning
• Tier 1 and 2 Cities  Leisurely, adventure,
Cruiser Bike
• Tier 3  Social status

9. Place
• Showrooms:
• Online: http://royalenfield.com/
• Bike Consultants:

10. Price
1,04,883 1,92,126
Bullet 350 Twin spark Continental GT

11. Product
• CAFÉ RACER
– CONTINENTAL GT
• RETRO STREET
– CLASSIC DESERT STORM
– CLASSIC BATTLE
– GREENCLASSIC
– CHROMECLASSIC
– 500CLASSIC 350
• CRUISER
– THUNDERBIRD 500
– THUNDERBIRD 350
• STANDARD STREET
– BULLET 500
– BULLET ELECTRA
– BULLET 350

12. Promotion
• Social Group:

13. • Advertisements

14. • Customer Campaigns
– The Himalayan odysseys
– Leave Home

15. SWOT Analysis
• Strength
– Size and scale of parent
company
– Effective Promotion
– Committed and
dedicated staff
– Niche Marketing
• Weakness
– Not much emphasis on
aggressive selling
– Weak product diversity
– High price
– Low Mileage

16. • Opportunity
– Growing premium
segment
– Global expansion into
the Caribbean & Central
America
– Expansion of target
market (include women)
• Threats
– Cut throat competition
– Increasing number of
players in the market
– Rising raw material costs
– Increasing rates of
interest on finance

17. Thank You