on- field task in Kirloskar Institute of Advanced Management Studies (KIAMS)

1. ROYAL ENFIELD
PRESENTED BY-
AVNI SHARMA
SHAIVI KHARBIKAR
PRAVEEN KUMAR
MUBARAK ALI

2. JOURNEY OF ENFIELD

3. BULLET MERI JAAN (1985-1988)

4. CONSUMER BEHAVIOUR MODEL
NICOSIA MODEL
Model is viewed as ,
Representing a situation where a firm is designing communication (ads, products
, etc) to deliver to consumer, and consumer's responses will influence
subsequent action of the firm.

5. FIELD 1:
Product attributes- Strong engine, power, stability and rugged looks.
Consumer attributes- Free Spirited, sporty, responsible, positive, bike
enthusiast.
Message exposure- Advertisement, print media.
Attitude- Iconic brand, sense of freedom and respect, matchless stability(no
alternative till 1978),favourite of army and police personnel, leisure and
adventure, rugged looks, tailor-made for Indian road.

6. FIELD 2:
Alternative
1. Search and evaluation alternatives- 1st to hit Indian 2-wheeler market (1942)
2. 250 CC YEZDI road king (ideal jawa),1978
350 CC RAJDOOT (Yamaha),1983
3. Harley Davidson, KTM, Ducati Superbike, Yamaha, Suzuki
Motivation- respect and awe factor, pride (societal need), durability(utility
need), comfort(long $ tiredly journey)
Availibity of alternative with 350 cc, leisure and adventure, conservative
pricing.

7. FIELD 3 :
Act of purchase
1994 (Eicher group),increase in sales
2009 (75000 units), sold
2011 (100% utilisation of plant),waiting period.
Purchasing Behaviour
Shift from only professionals to young independent youth.

8. FIELD 4:
Consumption
Production output-75000(2009) - 302,591(2014)
Freedom
Earlier – non-users (those who were price sensitive)
now- users (ready to pay premium for the RE motorcycles )

9. Royal Enfield New Film– Handcrafted in
Chennai (2011)

10. Howard Sheth Model - Inputs
This campaign, "Handcrafted in Chennai", is a tribute to the wonderful
people who build, sell, ride and maintain these beloved machines, and is a
heartfelt tribute to the city that Royal Enfield calls home.
Input Variables
Significant Incentives
 Quality- Handcrafted
Distinctive-Pure biking experience
Social Stimuli
Sense of responsibility
Respect
Personal touch

11. Output Variables
Purchase Intention
Powerful bike for Indian terrain.
To make a statement and enjoy the ride.
Feel and sound of the bike.
Brand perception
Indian cruiser bike since 1949.
Matchless features.
Hypothetical Constructs
This ad depicts a bike built by people for people unlike machines.
Portrays what is expected of royal enfield.

12. The official Royal Enfield Continental GT film- AceCafeto Madras
Café (2013)

13. Sociological Model
Individual is a Part of the Society & Various Groups
Buying Behavior of an Individual is Influenced by these Groups
Royal Enfield Club is the most treasured part of consumer segment.
 Individual depicts the role to conform the style and behavior pattern of
his / her social class.

14. Consumer Learning
Learning process involves 3 steps:
1. DRIVE- Powerful and sturdy motorcycle,
Personal Touch
Free spirit
2.CUES- Son of soil, riding a real motorcycle
Responsible and Alpha Male.
Thrill , Adventure.
3. Discrimination – A person may be of the attitude that if one product of
a brand is good, it doesn’t necessitate that the other product(s) be good as
well.

15. Consumer Motivation
Consumer Motivation level is very high in relating to Royal Enfield because it
is symbol of power and adds a statement to the personality of buyer.
It’s the oldest motorcycle in production and depicts riding passion.
RE bike owners Bulleteer forms a brotherhood among them and go for a ride
with group of bulleteer which also motivate consumers.
Royal Enfield is unique in terms of sound, weight, stability, vibration during
ride, back kicks and surprise breakdown fully motivates the consumer.
RE never talks about the speed, it talks about the experience, the comfort and
the emotions. People who are passionate about riding usually go for bullet and
stay hardcore bullet lover’s.

16. Consumer Attitude
People have strong and positive attitude towards royal enfield having
this type of vehicle consumers feel a sense of freedom and pride. The
reason behind it is its sheer power , stability and rugged looks. It looks like
it tailor made for Indian roads. Its result can be seen in its increase sales of
this bike that is 48%.
Attitudes of the people are dynamic and can change, no longer people
will have the same attitude as they get older but still people holds the same
attitude towards royal enfield bike as they had earlier.

17. Cont..
The most common negative attitude consumer have towards royal
enfield is regarding its weight but when consumer understand the
importance of having a metallic body over a plastic body changes there
attitude into a positive one.
There was a time when people started portraying royal enfield as a cult
bike only for adventure seekers but a changing attitude towards the brand
is making it popular amongst urban working professionals as well and
hence increasing the sales.