A Study of Assessment of Brand Repositioning On Rayal Enfield

A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD
CHAPTER 1 GENERAL INTRODUCTION BRAND REPOSITIONIG

If a brand does not reposition at the right time, it may not get a second chance. MEANING: 1. In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. Re-positioning involves changing the identity of a product, relative to the identity of competing products, in the collective minds of the target market. De-positioning involves attempting to change the identity of competing products, relative to the identity of your own product, in the collective minds of the target market. Brand repositioning means rebirth of any brand for a particular product...relenshing of the old technology or concept by innovative solution. Repositioning can be required as the market changes and new opportunities occur. Through repositioning the company can reach customers they never intended to reach in the first place. If a brand has been established at the market for some time and wish to change their image they can consider repositioning, although one of the hardest actions in marketing is to reposition a familiar brand The repositioning strategy is rolled out in three stages: introductory, elaboration and fortification stages. This involves the introduction of a new or a repositioned brand, seeking to underline the brands value over others, and to broaden the brand proposition. It is truly tough to change the customers perceived attitude
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towards a brand, and therefore the risk is great that the attempt to repositioning might be unsuccessful. After rolling out the strategy, it is time to modify the proposition through update of the personality and through repositioning. There are benefits and risks with both of this segments and it is of great significance that they are truly evaluated when deciding the next step in the process.
FACTORS THAT LEADS A BRAND TO REPOSITION

1) Operating environment - there could be changes in the environment brought about by change in laws of the land etc. like ITC's shift towards FMCG and apparels since tobacco industry is being haunted world over due to its negative factors. 2) Competition - Either you keep making the loudest noise or improve your service deliverables a notch higher to that of your competition. In both cases it calls for substantial resource allocation. So the simplest thing instead would be to reposition yourself. There does not seem to be much of a dent in Airtel market share despite the tough competition from Vodafone and our own BSNL. 3) Brand positioning - Holds good for a lot of old world brands that have been built on a sound proposition that was relevant in those days but look weak in modern times. Like videocons change in positioning from a desi brand to that of an international one.
TOP REASONS TO REPOSITION A BRAND

Brand repositioning is necessary when one or more of the following conditions exist: Your brand has a bad, confusing or nonexistent image. 2
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The primary benefit your brand "owns" has evolved from a differentiating benefit to a cost-of-entry benefit. Your organization is significantly altering its strategic direction. Your organization is entering new businesses and the current positioning is no longer appropriate. A new competitor with a superior value proposition enters your industry. Competition has usurped your brand's position or rendered it ineffectual. Your organization has acquired a very powerful proprietary advantage that must be worked into the brand positioning. Corporate culture renewal dictates at least a revision of the brand personality
STAGES IN BRAND STRATEGY DEVELOPMENT

The implication with the term repositioning is that a company modifies something that is already present in the market and in the consumers mind. The definition of repositioning changes different individuals and professions. To view the different definitions and perceive a greater understanding about this concept, three examples of repositioning given by individuals in different professions is stated below: Repositioning is a change, principally about trigging the vision, mission and value in a new direction that is more suited for the brand in the future Selecting appropriate marketing mix
Rolling out the strategy
Establishing the brand proposition
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Modifying the proposition Repositionin g
Introductory 3 stage
Updating the
THE PRINCIPLE OF REPOSITIONING

New Position
Price Experienced Quality
Previous position
When striving towards a new position in the market, it is important to understand that consumers minds are limited. Peoples minds select what to remember and it is therefore significant to convince the consumers with great arguments. The market demand changes rapidly and therefore repositioning can be necessary to meet these demands, newer and stronger arguments have to be established to convince them to stay as loyal customers. As stated in the literature, repositioning is a very complicated matter and therefore there are no detailed theories or models. The aim with repositioning differ from person to person, and the only connection between all the different theories is that repositioning is moving something from somewhere towards a greater position at the market.
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BRAND REPOSITIONING STRATEGIES

Corstjens and Doyle (1989) identified three types of repositioning strategies: (1) Zero repositioning, which is not a repositioning at all since the firm maintains its initial strategy in the face of a changing environment; (2) Gradual repositioning, where the firm performs incremental, continuous adjustments to its positioning strategy to reflect the evolution of its environment; (3) Radical repositioning that corresponds to a discontinuous shift towards a new target market and/or a new competitive advantage. After examining the repositioning of several brands from the Indian market, the following 8 types of repositioning have been identified. These are: 1. Increasing relevance to the consumer 2. Increasing occasions for use 3. Making the brand serious 4. Falling sales 5. Bringing in new customers 6. Making the brand contemporary 7. Differentiate from other brands 8. Changed market conditions. It is not always that these eight categories are mutually exclusive. Often one reason leads to the other and a brand is repositioned sometimes for a multiplicity of reasons.
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ABOUT INDUSTRY: BRIEF HISTORY OF THE TWO WHEELERS IN INDIA: India is the third largest producer of Two-Wheelers after Japan and China, and the second largest consumer after China, despite the poor road infrastructure and the meagre purchasing power, the two wheeler industry in India has enjoyed a wider appeal with the masses as a means of private transportation. Two-wheelers are usually classified in 3 types Scooters, Motorcycle and Mopeds. A look at the Post Independence era that the Two-wheeler industry has witnessed three distinct phases of growth.
Phase l (1947 to 1984): -
The Indian Two-Wheeler structure was quite
monopolistic during the first 37 years since independence when volumes grew at a slow pace. Bajaj auto had an undisputed leadership oven the market, which was a major player in the industry consumer, had to literally wait for years before acquiring a Bajaj vehicle. The industry registered a compounded growth rate of 12% during the seventies. Phase ll (1984 to 1994): The second phase began in the mid eighties
when the scooter was partially deregulated. This phase saw Japanese companies typing up with domestic players and newer models were introduced in specific segments. Even through the demand was apparently strong for scooter, most of the Japanese ventures like Kawasaki Bajaj, Hero Honda, TVS Suzuki
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opted to produce motor cycle except for Kinetic Honda which chooses to manufacture scooter. The annual growth rate for the two-wheeler industry during the phase stood at 16.40% this phase extended till the early nineties and there was a succession during the last part of this phase i.e. 1992-1993. The production of scooter fell by a step 16% in 1992-92.and by 8% the following years. Phase lll (1994 to ): - This phase began in 1994 when sales started accelerating. The market saw a step increase in the demand. In 1995, the industry produced about one million scooters, 6 lakhs motorcycle and 5 lakhs mopeds. The motorcycle segments sales grew by 27.80% from April 1995 to December 1995. During the same period, scooter sales grew by 17.26% and mopeds by 20.70%. Almost all companies are going in for capacity expansion.
FUTURE OF THE TWO-WHEELER: Gearing up for new millennium: - The motorcycle industry is growing very fast in India. It is emerging as a big motorcycle market The reasons for this are: Affordability Easy finance scheme Life style Value for money New technology
Both the two-stroke and four-stroke motorcycle will be well equipped to combust pollution by 2000AD. By the Euro norms, pollution control will become very stringent and only those manufacturers will survive, who have very strong R & D
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for quality control. All vehicles will have to meet these norms. This is very important for the motorcycle industry. These days, motorcycles are not just for the Indian market. Indian bikes are now being manufactured by keeping in mind both international standard and the world market. Motorcycles today have become a vehicle for the middle class and upper middle class. Quality will sell and good product will run, come, what may. Gone are the days when we could expect a customer to walk in. Today the trust is on the concept of selling the vehicle, which includes marketing, advertising and after sales service. The Euro ll norms will have to be followed strictly. In order to meet the Y2K pollution norms (Euro-ll) all the other motorcycle manufactures have to adopt either Today, India in merging as the second largest two-wheeler market in the world. The annual sales demand is likely to touch 3.70 million by 2000A.D. Market potential: Is the limit approached by market demand as industry marketing expenditures approach infinity, for a given environment. Market growth rate: It is the rate of growth of the two-wheelers in the market with to its previous year sales with that of the present years sales. Market growth rate of two-wheelers in India is 88.24%. Market share of Two-Wheeler Companies: The companies overall market shares in its sales expressed as a parentage of total market sales. The market as a whole consists of Two-Wheelers and FourWheelers, which are used by the consumers probably for personal use for their transportation and time management. Market share occupied by the two-wheeler sector in India is 77.10%. Various players in the industry:
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ROYAL ENFIELD HERO MOTOCORP BAJAJ TVS YAMAHA SUZUKI HONDA
Brief history of various players of industry: ROYAL ENFIELD: The concept of Royal Enfield bikes in India began with the Indian army placed an order for these motor cycles. Since the UK factory was unable to meet the demand, Madras motors in India took up the responsibility to assemble them. Royal Enfield India made its debut in 1949 with the launch of the 350cc bullet. Royal Enfield bikes were marketed by Madras motors. On rising demands for rising indigenous bikes, the manufacturing of Royal Enfield bikes parts began at Madras motors SCOOTERS: Bajaj Auto Ltd.: It is the second largest manufacturers of scooter in the world. Bajaj auto started in collaboration with PIAGGIO in 1960 till they parted ways in 1971. But the Bajaj scooter still retains the original Italian design. In the twowheeler segment there has been very title change in the technology and so the technology gap is smaller.
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MOTOR CYCLES: Hero MotoCorp Ltd.: The Company was promoted by Hero cycles (p) Ltd. In 1984, in collaboration with Honda company, Japan. This was the second Japanese 100cc mobile to enter the Indian market, the first being TVS-SUZUKI, Hero MotoCorp (formerly Hero Honda Motors Ltd.) introduced Hero Honda CD100, which was the first four-stroke motor cycle to be introduce in India in the 100cc range.
. TVS MOTORS LTD.: TVS Motor Company is the third largest two-wheeler manufacturer in India and one among the top ten in the world, with annual turnover of more than USD 1 billion in 2008-2009, and is the flagship company TVS Motor currently manufactures a wide range of two-wheelers from mopeds to racing inspired motorcycles.
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CHAPTER 2 RESEARCH DESIGN BRAND REPSOITIONING OF ROYAL ENFIELD IN
BANAGALORE CITY
a) Scope of the project: 1. Finding out the strength and weakness attributed where it can correct its faulty facts. 2. Finding the number of future purchases. 3. Finding the market potential & reposition of this vehicle. 4. Finding the position of the vehicle among the competitors. 5. Finding the perception of consumers about the vehicle. to ROYAL ENFIELD,
Objective of the study:
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1. 2.
To review the brand positioning strategies of different sub-brands To analyze the brand repositioning strategies of Royal Enfield.
of Royal Enfield. 3. To study consumer awareness and perception about the brand repositioning strategies of Royal Enfield. 4. To recommend suitable measures to be taken by the Royal Enfield Company to further improve its brand perception and loyalty among its customers 5. Other suggestions based on the finding for the improvement.
METHODOLOGY OF STUDY: I. Sampling Design A part of population is known as a sample and drawing a sample from larger population is called sampling. A good sample should be representative, accurate and precision sampling can be categorized into two generic types: a) Probability sampling b) Non probability sampling Sample procedure for the project work The sampling method used is convenience sampling, a category of nonprobability sampling since the respondents were chosen by me and were not provided by the company. The area of sampling is in Bangalore City.
Sample size for project work
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It is impossible to collect the response from the total population due to limitation of time. The total sample size taken for survey is 50 respondents. II Method of data collection The relevant data was collected from both primary sources and secondary sources. The starting point of my information gathering has been the secondary sources such as internet, books, and journals and so on. First, I made a study of the brand positioning and repositioning strategies of through Royal Enfield bike secondary sources such as internet, insurance magazines, and journals and so on. Then I conducted a consumer awareness survey on brand repositioning strategies undertaken by Royal Enfield in recent times
III
Designing for Questionnaire:
The designing of questionnaire needs precision and classifies of the subject. So that respondent easily understands the questions and will reply the answers sincerely and correctly. The concept of sealing is used to know the satisfactory level for the Royal Enfield with users.
IV Field works for project: The fieldwork for the project was carried on for one month in Bangalore City. The fieldwork schedule contained structured set of questions to be answered by respondents to suit the objectives of the project.
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The respondents were contacted at place like colleges, offices, residences, and service station and in ROYAL ENFIELD showroom. The respondents interaction was for a time period 5-15 minutes. V Analysis of the data:
The data for analysis of project was collected from both the primary and secondary source. The data thus collected during the interaction with respondents were organized, processed and edited before tabulating and drawing the inference from them. The data so got was analyzed using statistical methods and techniques like tables, percentages, averages etc and interpret them properly and came to conclusions, Graphical representation of data was done. VI Research instruments Research instruments or tools are used in the process in order to find out respondents perception towards royal enfield and two wheelers. Research instruments are also used for gathering necessary data for the subject. The instruments used in the research are: Questionnaires Direct interview.
VII Limitation of the project: 1. Project work and study is confined to Bangalore City only. 2. The data was collected only from 50 respondents. Their feeling and views are portrayed in a statistical and graphical manner. This it can be a limitation.
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3. The overall sample size is 50. Hence this is not to be a truly representative. 4. Due to time constraints I wasnt able to spend much for detailed investigation. 5. Many of the respondents neglected to answer some questions and the information provided by them are very less and vague. 6. The respondents may not have provided the exact details
CHAPTER - 3 COMPANY PROFILE

Company: Classic Bikes with power for leisure riding is what a Royal Enfield bike stands for, and R---segment of the market in India by leaps and bounds. Its exquisite range of Motorcycles Company with power, riding comfort and ruggedness to deliver a unique motorcycling experience The Beginning: Royal Enfield India was set up in 1955 when it started receiving 350 cc bikes in kits from then in Chennai, India. But eventually the entire bike was manufactured in India and a company started manufacturing the 500 cc Bullet. By its sheer power, unmatched stability, and rugged good looks, the bullet
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dominated and continues to dominate the Indian roads. Its every motorcyclist in India with even the Indian Army and Police endorsing the Bike. . ORIGIN OF THE ORGANIZATION George Townsend can be considered as the earliest pioneer who aided the set up of Royal Enfield range of Two Wheelers He sets up a mill called Givry Works in Hunt End, England. And 20 years later, Forest, Georges step-son brings into the factory one of the first boneshakers, a quasi-cycle with an iron backbone, wooden wheels, iron tires and pedals of wood. But it was RW Smith and Albert Eadie who marked the birth of the Enfield brand. RW Smith and Albert Eadie took control of Townsends and re-christened it The Eadie Manufacturing Company. Soon, they stumble upon a contract with Royal Small Arms factory in Enfield, Middlesex to supply precision rifle parts for the making of Enfield rifles. Meanwhile, they make their first new bicycle-called the Enfield. The Enfield is marketed through a new company- The Enfield Manufacturing Company Ltd. A year later, the cycles were launched publicly and the company added the word Royal to the name. With that, the legendary trademark Build like a Gun appeared for the first time. This marked the birth of the Royal Enfield brand.
India had the first touch of the Royal Enfield range when two young businessmen, Mr. Sundaram and Shankar, of the Madras Motor Company started importing the Bullet motorcycles into the southern port city Madras, India under Enfield India Limited Incorporated. The first plant was set up at Madras, India, thus marking the beginning of the era of motorcycling in India. At first, kits were sent to India and were assembled
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here. Then, mudguards and frames followed. Soon, Enfield began sending engine kits for assembly. And before long, they too were being made indigenously, meaning the entire bike was being manufactured in India. When the Government decided to impose stringent norms for emission Royal Enfield was the first motorcycle manufacturer to comply. Royal Enfield is amongst the first few Indian companies to obtain the WVTA (Whole Vehicle Type Approval) for meeting the European Community norms.
Infrastructure and Technology Collaborations: To manufacturer quality bikes that are well known worldwide for their reliability and toughness state-of-the-art infrastructure is required, and that is just what Royal Enfield has done at their Chennai manufacturing facility. An active in-house Research & Development wing is constantly at work to meet changing customer preferences and the challengers of Indian and International environment standards. When introducing a new product, this team undertakes will related planning which includes a rigorous customer contact program, design, concurrent engineering and testing process. The bike Designers work continuously to come up with innovative bikes designs to meet to the markets expectations Royal Enfield was also amongst the first Indian companies to introduce Enterprise Resource Planning (ERP) systems to manage its operations. It also has online supply chain management system in operation. Collaborations: Royal Enfield has technology tie-ups with: AVL of Austria Fritz Egli of Switzerland
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Cranfield University, UK Criterion Engineers UK
Manufacturing: Royal Enfields manufacturing operations; go through a series of modernization and improvement efforts, with a number of automated processes. The company has put place modern manufacturing practices like Cellular Layouts, Statistical process controls and Flexible manufacturing systems. The Chennai manufacturing facility has received the ISO 9001 Certification and for managing its operations in a clean and safe environment, it has obtained the ISO 14001 quality Certificate.
Marketing Network: You can feel the pulse of your customers, only if you get close to them. This thought process has driven Royal Enfield to set up has a wide network of 13 marketing offices,223 dealers in all major cities and towns, 25 spare parts distributors and stockiest and 150 Authorized Service Centers. The Company also exports motorcycles to over 30 countries like the USA, Japan, Bahrain, UK, Germany and many European countries through 5 international offices, 25 importers and over 200 dealers across the globe.
PRESENT STATUS OF THE ORGANIZATION Essco Limited, part of the Rs. 1200 crores Essco Group, has achieved dramatic progress in its turnaround strategy, reporting a cash profit of Rs. 16
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crores in the financial year ended March, 2009 as against a cash loss of Rs. 21.2 crores in the previous year. While Gross Sales have increases 9.9% to Rs. 634.6 crores from Rs. 577.4 crores in the previous year, net sales are up 11.4% to Rs. 550.5 crores from Rs. 494 crores in the previous year. The companys profit before interest and depreciation also improved dramatically to Rs. 40.8 crores from Rs. 2.7 crores in the previous year.
The comparative market share of the Motorcycle manufacturers during the year ended 31 March 2011 are as follows:
Motorcycles
2010-2011
2011-2012
Change MS
in
Royal Enfield Motors
0.8
1.0
-0.2
Hero MotoCorp Ltd.
48.3
47.8
0.6
Honda Motors Ltd.
1.5
0.0
1.5
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Suzuki Motors Ltd.
1.5
1.7
-0.2
Bajaj Auto Ltd.
24.5
25.2
-0.6
TVS Motor Company Ltd.
15.3
16.4
-1.2
Yamaha Motor India (P) Ltd
8.0
7.9
0.1
Total
100.00
100.00
0.0
OGANIZATIONAL CHART
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C H A IR M A N M A N A G IN G D IR E C T O R E X E C U T IV E D IR E C T O R G .M . S A L E S ASST.GEN ERAL M A N A G E R (S a le s ) R E G IO N A L M A N A G E R S A L E S ( R .M .) O F R E G IO N A L O F F IC E ASST.M AN AGER SALES SR.SALES M ANAGER S A L E S O F F IC E R G .M . M A R K E T IN G DY.GEN.M ANAGER G .M . M A R K E T S U P P O R T D .G .A .M . S P A R E S D .G .M . S E R V IC E
D IV IS IO N A L M ANAGER
R .M . / Z .M .
R .M . / Z .M .
S E N IO R M A N A G E R M ANAGER
ASST.SALES M ANAGER S R . S A L E S O F F IC E R S P A R E S S A L E S O F F IC E R S P A R E S
ASST.M ANAGER S R . E N G G . S E R V IC E S E R V IC E S U P E R V IS O -R S
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ROYAL ENFIELD BIKES & SPECIFICATIONS: THUNDERBIRD 500
ENGINE TYPE DISPLACEMENT MAX. POWER MAX. TORQUE ENGINE START GEARBOX SUSPENSION DIMENSIONS (lxbxh) BRAKES GROUND CLEARANCE WEIGHT FUEL CAPACITY
Single Cylinder, 4 Stroke, Twinspark, Air Cooled 499cc 27.2 bhp @ 5250 rpm 41.3 Nm @ 4000 rpm Electric/ Kick 5 Speed Constant Mesh Front Telescopic Rear - Twin gas charged 2060mm x 790mm x 1205mm Front 280mm disc, 2 piston caliper Rear 240mm disc, Single piston caliper 140mm 195 kgs 20 liters
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CLASSIC 500
Single Cylinder, 4 Stroke, Twinspark 499cc 27.2 bhp @ 5250 rpm 41.3 Nm @ 4000 rpm Electric/ Kick 5 Speed Constant Mesh Front Telescopic Rear - Twin gas charged 2140mm x 790mm x 1090mm Front 280mm disc, 2 piston caliper Rear 153mm disc, Single piston caliper 135mm 190 kgs 13.5 liters
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BULLET 500
Single Cylinder, 4 Stroke 499cc 27.2 bhp @ 5250 rpm 41.3 Nm @ 4000 rpm Electric/ Kick 5 Speed Constant Mesh Front Telescopic Rear - Twin gas charged 2200mm x 800mm x 1120mm Front 280mm disc, 2 piston caliper Rear 153mm disc, Single lead 135mm 187 kgs 14.5 liters
THUNDERBIRD 350
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Single Cylinder, 4 Stroke, Twinspark, Air Cooled 346cc 19.8 bhp @ 5250 rpm 28 Nm @ 4000 rpm Electric/ Kick 5 Speed Constant Mesh Front Telescopic Rear - Twin gas charged 2060mm x 790mm x 1205mm Front 280mm disc, 2 piston caliper Rear 240mm disc, Single piston caliper 140mm 195 kgs 20 liters CLASSIC 350
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Single Cylinder, 4 Stroke, Twinspark 346cc 19.8 bhp @ 5250 rpm 28 Nm @ 4000 rpm Electric/ Kick 5 Speed Constant Mesh Front Telescopic Rear - Twin gas charged 2180mm x 790mm x 1080mm Front 280mm disc, 2 piston caliper Rear 153mm drum, Single lead 135mm 187 kgs 13.5 liters BULLET ELECTRA TWINSPARK
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Single Cylinder, 4 Stroke, Twinspark 346cc 19.8 bhp @ 5250 rpm 28 Nm @ 4000 rpm Electric/ Kick 5 Speed Constant Mesh Front Telescopic Rear - Twin gas charged 2140mm x 810mm x 1120mm Front 280mm disc, 2 piston caliper Rear 153mm drum, Single lead 135mm 187 kgs 13.5 liters
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CHAPTER IV
DATA INTERPRETATION
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF AGE TABLE: 1 Age Below-20yrs 20yrs-35yrs 35yrs-50yrs Above50yrs Total Analysis Majority of the respondents belongs to the age group between 20-35 (68%). The next highest number of respondents belongs to the age group below 20(20%), 8 % of the respondents are between 35-50 of age and Just 10 % respondents are above 50 years of age. Inference Hence it can be inferred that majority respondents are between age group of 2035 years No. Of Respondents 10 34 4 2 50 Percentage 20% 68% 8% 4% 100
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GRAPH 1 CLASSIFICATION OF RESPONDENTS ON THE BASIS OF AGE
35 30 25 20 15 10 5 0 Below 20 20 - 35 35 - 50 Above 50
Conclusion: From the above graph it can be concluded that majority of the respondents belong to the age category of 20 35 years.
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TABLE: 2
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF GENDER
GENDER Male Female Total
No. Of respondents Percentage 44 88 6 12 50 100
Analysis From the about table which is prepared through primary suryey, it is clear that majority respondents are male who occupy 88% of the total sample and females occupy 12%. , Inference Hence it can be inferred that majority respondents are Males
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GRAPH 2
CLASSIFICATION OF RESPONDENTS ON THE BASIS GENDER
Gender
45 40 35 30 25 20 15 10 5 0 Male Female
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Conclusion: The above graph clearly shows that majority respondents are males compared to females
TABLE 3: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF OCCUPATION Occupation Business Student Govt. employee Professional Pvt. Employee Politics Total No of respondents 10 16 4 2 10 8 50 Percentage 20% 32% 8% 4% 20% 16% 100%
Analysis Maximums of 32 % of the respondents belong to this study category. Another 20 % are pvt.employees. Businessman occupies 20 % share of the respondents. 8 % of the Govt. employees. Politician occupies professionals of the total sample survey Inference 16 % and another 4% are
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From the above table it can be inferred that the majority respondents are Students who occupy 32% of the total respondents of survey.
GRAPH 3 CLASSIFICATION OF RESPONDENTS ON THE BASIS OF OCCUPATION
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Occupation
Professional 4%
Politics 16%
Business 20%
Pvt em p 20%
Govt em p 8%
Student 32%
Conclusion: From the above graph it can be concluded that the majority respondents are Students who occupy 32% of the total respondents of survey.
TABLE 4
CLASSIFICATIONS OF RESPONDENTS ON THE BASIS OF INCOME

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Income
No. respondents 0-100000 18 100000-500000 28 Above 500000 4 Total 50
Of Percentage 36% 56% 8% 100%
Analysis From the above table it is analysed that 56 % of the respondents have an annual income between Rs 100000-500000, 36 % earns between 0-100000 in a year, 8% earn above 500000.
Inference Hence it can be inferred that majority respondents belongs to an income group of 100000-500000 and category belonging to 500000 and above does not prefer royal enfield much.
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GRAPH 4
CLASSIFICATION OF RESPONDENTSON THE BASIS OF INCOME
Incom e
8%
36% 0 - 100000 100000 - 500000 Above 500000
56%
Conclusion: From the above graph it can be concluded that the respondents belonging to the income group Rs 100000 Rs 500000 prefer to buy a royal enfield bike.
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TABLE 5
CLASSIFICATIONS OF RESPONDENTS ON THE BASIS OF AWARENESS OF VARIOUS BRANDS OF TWO WHEELERS
Brand name Royal Enfield Suzuki Bajaj Honda Hero
No respondents 50 50 50 50 50
of Percentage 100% 100% 100% 100% 100%
Analysis The above mentioned brand names of two wheeler are well popular and the survey depicts that all the respondents are very much aware of these brands of two wheelers. Inference Hence it can be inferred that majority respondents are aware of various brands of two wheelers are equal.
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GRAPH 5
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF AWARENESS OF VARIOUS BRANDS OF TWO WHEELERS
50 40 30 20 10 0 Royal Enfield Hero Bajaj Honda Suzuki
Conclusion: Hence it can be concluded that majority respondents are aware of various brands of two wheelers are equal.
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TABLE 6
SHOWING MARKS GIVEN BY RESPONDENTS TO VARIOUS ATTRIBUTES OF TWO WHEELERS
Attributes Aesthetics Mileage Power and pick Riding comfort Maintenance Road grip Price After sale service Resale value Availability of spares Brand loyalty
Excellent 18 22 38 32 26 34 12 19 20 18 29
Good 30 18 12 16 22 16 18 29 18 26 19
Average 2 10 0 2 2 0 20 2 12 6 2
Total 50 50 50 50 50 50 50 50 50 50 50
Analysis According to the survey 76 % respondent have given maximum importance to power and pick. The next most important attribute respondents look for in a bike is road grip according to 68 % respondent. Riding comfort is also one of the most important attribute people look for in the bike according 64 % respondent. During aesthetics, mileage, availability of spares and maintenance are among the next essential attributes in a bike are the other important attributes.
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Inference From the above table it can be inferred that majority respondents see Power and pick up of the bike followed by road grip.
GRAPH 6
SHOWING MARKS GIVEN BY RESPONDENTS TO VARIOUS ATTRIBUTES OF TWO WHEELERS
40 35 30 25 20 15 10 5 0
excellent good Average
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Contd.
30
25
20
15
Execellent Good Average
10
0 Price After sale service Resale value Availability of spare Brand loyalty
Conclusion: From the above table it can be concluded that majority respondents see Power and pick up of the bike followed by road grip and other attributes of two wheeler. .
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TABLE 7 SHOWING PREFERENCE OF RESPONDENTS WHEELERS BASED ON VARIOUS ATTRIBUTES REGARDING TWO
Attributes Good Power mileage Riding comfort Aesthetics Road grip Safety and durability Good after service Maintenance Reasonable price and resale value sales &
ROYAL ENFIELD 20%
Honda
Bajaj
Hero
Suzuki Total
8%
32%
40%
0%
100
68% 44% 72% 52%
16% 4% 8% 8%
4% 20% 4% 20%
8% 28% 16% 20%
4% 4% 0% 0%
100 100 100 100
24%
4%
24%
48%
0%
100
44%
6%
20%
28%
2%
100
36%
12%
28%
24%
0%
100
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Analysis According to 100% of the respondents ROYAL ENFIELD is the most preferred vehicle for aesthetics and riding comfort. ROYAL ENFIELD is the best as per 72% respondents for aesthetics ,riding and road grip and rest supporting the other brand of two wheelers. ROYAL ENFIELD is the best in safety and durability capacity according to 52% respondents. HERO is also best vehicle that can be ridden on any kind of roads according to 48 % respondents. ROYAL ENFIELD has the good aesthetics, the next best being HERO with 28% and rest respondents supporting the other brand vehicles. ROYAL ENFIELD, according to 50 % respondents is the most preferred for riding comfort and road grip. Maximum of 40 % of the respondents finds ROYAL ENFIELD the safest and the most durable 2 wheeler. ROYAL ENFIELD as per 20 % respondents has low operating and maintenance cost. ROYAL ENFIELD has the most resale value according to 40% of the sample survey. BAJAJ is the next best according to 40 % respondents. The easiest availability of spares and good after sales service is provided by Bajaj according to 35 % of the respondents; only 30 % respondents opted for ROYAL ENFIELD for this attribute. Inference Hence it can be inferred that majority respondents prefer ROYAL ENFIELD followed by HERO and other brands of two wheelers.
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GRAPH 7 SHOWING PREFERENCE OF RESPONDENTS WHEELERS BASED ON VARIOUS ATTRIBUTES Good power and mileage REGARDING TWO
40 35 30 25 20 15 10 5 0 Royal Enfield Honda Bajaj Hero Suzuki
Conclusion: From the above graph it can be concluded that hero has a good power n mileage compared to other two wheeler brands
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Riding comfort
70 60 50 40 30 20 10 0 Royal Enfield Honda Bajaj Hero Suzuki
Conclusion: The above bar graph clearly shows that ROYAL ENFIELD has the best riding comfort compared to honda, hero and other two wheelers.
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Aesthetics
45 40 35 30 25 20 15 10 5 0 Royal Enfield Honda Bajaj Hero Suzuki
Conclusion: From the above graph it can be clearly concluded that ROYAL ENFIELD has good aesthetics out of all the other two wheelers.
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Road grip
60 50 40 30 20 10 0 Royal Enfield Honda Bajaj Hero Suzuki
Conclusion: The above bar graph shows that ROYAL ENFIELD has a better road grip compared to honda , bajaj. Hero and suzuki.
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Safety and durability
Conclusion: From the above graph it can be concluded that majority of the respondents feel ROYAL ENFIELD has a good road grip and is durable than other two wheelers.
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Good after sale service
50 45 40 35 30 25 20 15 10 5 0 Royal Enfield Honda Bajaj Hero Suzuki
CONCLUSION:
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From the above graph it can be concluded that hero has a good after sale service compared to other two wheeler.
Maintenance
45 40 35 30 25 20 15 10 5 0 Royal Enfield Honda Bajaj Hero Suzuki
Conclusion:
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The above graph clearly shows that the maintenance of ROYAL ENFIELD is much better than other two wheelers in the market.
Reasonable price and resale value
40 35 30 25 20 15 10 5 0 Royal Enfield Honda Bajaj Hero Suzuki
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Conclusion: The above graph clearly shows that ROYAL ENFIELD has reasonable price and a good resale value.
TABLE 8
SHOWING WHETHER RESPONDENTS HAVE ANY FUTURE PLANS OF PURCHASING 2 WHEELERS
Yes No Total
No of respondents 32 18 50
Percentage 64 36 100
Analysis
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Regarding plans of purchasing two-wheeler in future 64% of the 100 respondents had intentions of buying a two-wheeler 36 % of non-user respondents had no plans of buying a two-wheeler.
Inference From the above table, it can be concluded that majority respondents have plans of purchasing two wheeler.
GRAPH 8
SHOWING WHETHER RESPONDENTS HAVE ANY FUTURE PLANS OF PURCHASING TWO WHEELERS.
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No 36%
Yes 64%
Conclusion: From the above table, it can be concluded that majority respondents have plans of purchasing two wheeler.
TABLE 9
SHOWING REASONS FOR NOT BUYING TWO WHEELER IN FUTURES
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Reason Already possessing Finance problem High price To buy car Total
No of Percentage respondents 8 44.44 % 3 16.66% 2 11.11% 5 27.77% 18 100%
Analysis 44.44% already possessed the vehicle, 16.66% had finance problem and 11.11%due to the high price of two-wheeler, 27.77% opted to go for car. Respondents to own a vehicle in near future against a small portion of 30% who did not want a vehicle due to finance problem, high price, non-affordability etc. but major cause of not buying was because they had finance problem and already possessed one. Inference Hence it can be inferred that majority respondents have a vehicle already possesing and finance problems which is a main factor in not purchasing two wheeler.
GRAPH 9
SHOWING REASONS FOR NOT BUYING TWO WHEELER IN FUTURES
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8 7 6 5 4 3 2 1 0 Already possessing Financial problem High price To buy car
Conclusion: Hence it can be concluded that majority respondents have a vehicle already possesing and finance problems which is a main factor in not purchasing two wheeler.
TABLE 10
SHOWING PREFERENCE IN CHOICE OF BRAND OF BIKE

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Brands ROYAL ENFIELD HONDA HERO BAJAJ SUZUKI TOTAL
No of respondents 26 7 8 9 0 50
Percentage 52% 14% 16% 18% 00 100%
Analysis A maximum of 52% of the nonuser respondents wanted to buy ROYAL ENFIELD. The other brand names preferred are BAJAJ by 18%, HERO by 16% and HONDA by 14% of the respondents. Inference Hence it can be inferred that majority respondents prefer ROYAL ENFIELD and followed by various other brands of two-wheelers.
GRAPH 10
SHOWING PREFERENCE IN CHOICE OF BRAND OF BIKES

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Conclusion: From the above graph it can be concluded that respondents show much preference fr ROYAL ENFIELD than other two wheeler brands.
TABLE 11
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SHOWING IN CHOICE OF VARIOUS MODELS OF ROYAL ENFIELD
Models CLASSIC 500 UCE CLASSIC 350 UCE BULLET ELECTRA 350 UCE BULLET 350 UCE THUNDER UCE Total BIRD
Percentage 28% 12% 8% 4% 48% 100
Analysis Among 48% of the respondents preferred to own THUNDER BIRD UCE, And 28% preferred CLASSIC 500 UCE, .CLASSIC 350 UCE is preferred by 12%.BULLET ELECTRA 350 UCE is preferred by 8% and only 4% respondent preferred BULLET 350 UCE.
Inference Hence it can be inferred that majority respondents preferred to own thunder bird compared to other models of ROYAL ENFIELD..
GRAPH 11
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SHOWING PREFERENCE IN CHOICE OF VARIOUS MODELS OF ROYAL ENFIELD
Bullet 350 4% Bullet Electra 350 8%
Thunder bird 48%
Classic 350 12%
Classic 500 28%
CONCLUSION: From the above graph it can be concluded that respondents prefer buyin Thunder bird than other models of ROYAL ENFIELD.
TABLE 12
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SHOWING REASONS FOR BUYING ROYAL ENFIELD
Reasons Aesthetic Riding comfort Power and pick up Road grip Brand loyalty Total
Percentage 44% 20% 12% 8% 16% 100%
Analysis Among 100 users a maximum of 31 % opted for ROYAL ENFIELD for more best aesthetic, the next riding comfort (20% users), 12% users prefer ROYAL ENFIELD for power and pick up. 8% ENFIELD for brand loyalty respectively. Inference Hence it can be inferred that majority respondents preferred to buy ROYAL ENFIELD because of its best aesthetic , riding comfort , brand loyalty etc. of the sample survey choose ROYAL
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GRAPH 12
SHOWING REASONS FOR BUYING ROYAL ENFIELD
CONCLUSION: Hence it can be concluded that majority respondents preferred to buy ROYAL ENFIELD because of its best aesthetic , riding comfort , brand loyalty etc.
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TABLE 13
SHOWING SOURCES OF INFORMATION ABOUT ROYAL ENFIELD
Media Internet Demo and display Family & Friends Print Media Total
No of respondents Percentage 10 20% 12 24% 24 48% 4 16% 50 100%
Note: Respondents have given multiple answer choices
. Analysis The major source of information through which people got to know more about ROYAL ENFIELD are family and friends 48%, print media 24% and through internet 20% others 16% are also effective source of information to the public.
Inference Hence it can be inferred that majority respondents received the information by family and friends.
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GRAPH 13
SHOWING SOURCES OF INFORMATION ABOUT ROYAL EFIELD
Conclusion: From the above graph it can be concluded that majority respondents received the information by family and friends.
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TABLE 14
SHOWING WHETHER THE USERS FACED ANY PROBLEM WITH ROYAL ENFIELD?
Yes No Total
No of respondents 8 42 50
Percentage 16% 84% 100%
Analysis Among the total number of users 84% did not face any problem with the bike and its performance. A minority of 16 % respondents faced a few problems. Inference Hence it can be inferred that majority respondents did not faced any problems with ROYAL ENFIELD.
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GRAPH 14
SHOWING WHETHER THE USERS FACED ANY PROBLEM WITH ROYAL ENFIELD?
Conclusion: From the above graph it can be concluded that majority respondents did not faced any problems with ROYAL ENFIELD.
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TABLE 15
SHOWING DIS-SATISFACTION FACED BY ROYAL ENFIELD USERS
Power and pick up Resale value Mileage Price After sale service TOTAL
No Percentage of respondents 22 44% 06 12% 10 20% 08 16% 04 8% 50 100%
Analysis From the above table it is clear that 44% of respondents were not satisfied with the power and pick up , 20% were not satisfied with the milage, another 16% of the respondents were dis- satisfied with the price, 125 were not satisfied with the resale value and 8% of the sample were dis- satisfied with after sale service.
Inference Hence it can be inferred that majority respondents are not satisfied by mileage and followed by various other attributes.
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GRAPH 15
SHOWING DIS-SATISFACTION FACED BY ROYAL ENFIELD USERS
Conclusion: From the above graph it can be concluded that majority of the respondents are not satisfied with the power and pick-up of ROYAL ENFIELD.
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TABLE 16 SHOWING SUGGESTIONS GIVEN IMPROVEMENT OF ROYAL ENFIELD BY RESPONDENTS REGARDING
Suggestion Reduce price Increase mileage Reduce weight Duration of delivery Increase pickup Increase advertisement Models for females Total Analysis
No respondents 14 10 8 4 6 4 4 50
of Percentage 28% 20% 16% 8% 12% 8% 8% 100%
The respondents have suggested various improvements in ROYAL ENFIELD 28% of respondents want to reduce the price, and 20% wants to increase mileage. Reduction of weight is by suggested by 16%, 12% wants an improvement in pickup.
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8% wants to release models for female, another 8% wants more and more advertisements in various medias and another 8 % suggested to deliver as soon as possible. This implies that most of the respondents have a compliment regarding the aesthetics given by ROYAL ENFIELD and the road grip of ROYAL ENFIELD bikes. Thus care should be taken on the above. Inference Hence it can be inferred that majority respondents suggested for increase in mileage and various other aspects.
GRAPH 16
SHOWING SUGGESTIONS GIVEN IMPROVEMENT OF ROYAL ENFIELD
BY
RESPONDENTS
REGARDING
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Conclusion: The above graph clearly shows that most of the respondents suggest to reduce the price of ROYAL ENFIELD bikes.
TABLE 17 SHOWING SUGGESTIONS GIVEN BY RESPONDENTS REGARDING THE FEEL OWING A ROYAL ENFIELD
Suggestion Very proud

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No Percentage of respondents 14 28% 71
Very confident Energetic and powerful Stylish Satisfied Average Not good Total
11 12 4 6 2 1 50
22% 24% 8% 12% 4% 2% 100%
Analysis The respondents have suggested their feelings owing a ROYAL ENFIELD . 28%of respondents feel proud, and 22% feel very confident. 24 % feel very energetic and powerful, 8% feel stylish , 12% feel satisfied and another 6% have an average and unsatisfactory feeling. This implies that most of the respondents feel proud confident and very energetic owing a ROYAL ENFIELD. Inference Hence it can be inferred that majority respondents feel proud owing royal enfield bike.
GRAPH 17
SHOWING SUGGESTIONS GIVEN BY RESPONDENTS REGARDING FEEL OWING A ROYAL ENFIELD
YHE
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Conclusion: The above pie chart clearly shows that majority respondents feel very proud owing a ROYAL ENFIELD bike.
CHAPTER V
Summary of Findings
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FINDINGS Based on the statement of the problem and objectives of the study:1) The survey reveals that all the consumers are aware of all mentioned brands of two wheelers in the market. 2) It is found that reduction in the price and increase in mileage is the most important attributes consumer looks for before deciding to purchase a two wheeler. Maintenance, riding comfort; road grip and availability of spares are also given due importance. 3) The respondents find the aesthetic, road grip are the most satisfying attributes in ROYAL ENFIELD. These two are the main reasons for the consumers to opt for ROYAL ENFIELD. The survey also reveals that ROYAL ENFIELD is one of the most preferred TWO WHEELERS among the various brands mentioned in the questionnaire. 4) The main reasons for purchasing ROYAL ENFIELD is its best aesthetic, good riding comfort, and road grip. 5) According to survey all the respondents are aware of the different brands of two wheelers available in the market.
6) Survey says that a ROYAL ENFIELD bikes has to improve its power and pickup and durability increasing more pickup etc. it should maintain it power, pickup and increase mileage.
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7) .Majority of 48% of the users got the information about the bike from their family and friends followed by demo and display and internet according 24% 20% respectively. This states that internet, family and friends demo and display etc. are the effective sources of advertising. 8) From the 30 users a majority of 7% had some complaints regarding the bikes. They faced high fluctuation in mileage problems. To avoid such complaint users suggested conducting frequent free check up camps and guidance regarding the care and proper maintenance of the bikes. 9) The study reveals that 5% of the respondents wants increase in pickup, followed by 25% wants increase in mileage, 15%of the total respondents wants its maintenance to be low. 10% wants after sale service. 10% are not satisfied with the price. This shows that the bike have high price, low pickup, Low mileages etc are the weakness of the bikes . FINDINGS FOR ROYAL ENFIELD
Among the 50 respondents, everyone is aware of Royal Enfield and as this report is limited to few places in Bangalore it is better for Royal Enfield to come up with more promotional activities. According to the respondents are aware of ROYAL ENFIELD, 10% say it is excellent, 50% as good and 10 % as bad, and 30% as average. This shows that majority of respondents have a positive and good opinion about ROYAL ENFIELD sales and ambience.
CHAPTER VI
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RECOMMENDATIONS & SUGGESTIONS
Technical suggestions 1. The bike has a four-stroke engine; it is expected to give good mileage. The
bike should give at least 35 40 kilometers per liter under city riding conditions. As against 45 kms declared by the company. 2. 3. Brakes and road grip of the bikes need to be maintained which is excellent. The vehicles are expected to have lower maintenance cost which makes the
customers feel happy. 4. 5. Seating arrangement of the vehicle is the most comfortable preferred by all. Royal enfield should be released with new attractive colours.
Commercial suggestions:
1)
The high price is one of the major barriers. The bike should be priced
below Rs 80,000, (including accessories) which will increase the sales. 2) ROYAL ENFIELD should advertise their new models in T.V, media to
create awareness and attract some more consumers and also company should give more and more advertisements about the product in different medias like print media, so that it will reach and every one.
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3)
Young people prefer two wheelers than others. So the advertisement and
sales promotion should be aimed towards them. 4) 5) The waiting period for the delivery of the vehicle should be reduced. More authorized service station should be opened in city limits.
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77

A Study of Assessment of Brand Repositioning On Rayal Enfield

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A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD

CHAPTER 1 GENERAL INTRODUCTION BRAND REPOSITIONIG

A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD

FACTORS THAT LEADS A BRAND TO REPOSITION

TOP REASONS TO REPOSITION A BRAND

A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD

STAGES IN BRAND STRATEGY DEVELOPMENT

Establishing the brand proposition

Modifying the proposition Repositionin g

A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD

THE PRINCIPLE OF REPOSITIONING

Price Experienced Quality

A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD

BRAND REPOSITIONING STRATEGIES

A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD

Phase l (1947 to 1984): -

The Indian Two-Wheeler structure was quite

A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD

A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD

A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD

ROYAL ENFIELD HERO MOTOCORP BAJAJ TVS YAMAHA SUZUKI HONDA

A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD

A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD

CHAPTER 2 RESEARCH DESIGN BRAND REPSOITIONING OF ROYAL ENFIELD IN

Objective of the study:

A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD

Sample size for project work

A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD

Designing for Questionnaire:

A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD

A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD

CHAPTER - 3 COMPANY PROFILE

A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD

A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD

A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD

Cranfield University, UK Criterion Engineers UK

A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD

Royal Enfield Motors

Hero MotoCorp Ltd.

Honda Motors Ltd.

A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD

Suzuki Motors Ltd.

Bajaj Auto Ltd.

TVS Motor Company Ltd.

Yamaha Motor India (P) Ltd

A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD

A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD

ROYAL ENFIELD BIKES & SPECIFICATIONS: THUNDERBIRD 500

A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD

A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD

A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD

A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD

A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD

A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD

A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD

GRAPH 1 CLASSIFICATION OF RESPONDENTS ON THE BASIS OF AGE

A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD

CLASSIFICATION OF RESPONDENTS ON THE BASIS OF GENDER

GENDER Male Female Total