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. Gandhi

(1330)

Index
Contents

Page No.

1. Introduction

2. Journey of Enfield

3. The Brand: Royal Enfield

21

3.1 Brand Overview

21

3.2 Brand Associations

23

3.3 Cult Branding

26

3.4 Brand Architecture

28

3.5 Brand Elements

29

3.6 POPs and PODs

30

3.7 The Logo History

31

3.8 Rebranding of Enfield

33

3.9 Royal Enfield Turnaround

34

4. Marketing Strategies of Royal Enfield

37

4.1 Target Market

37

4.2 Positioning

37

4.3 Marketing Mix

38

4.4 SWOT Analysis

52

The Challenges Ahead

53

1. Introduction
Royal Enfield is a luxury adventuring gear company that markets: motorcycles, motorcycle
accessories, camping equipment, clothing and accessories for men and women as well as hunting
and fishing apparatus. Above that Royal Enfield is a style and a belief that discovery and
adventure are pursuits of the highest order.

The expeditionaries of the road that combine the ruggedness of the world traveler with the
sensitivity of a cultured individual are the core values that should be exemplified in every aspect
of the Royal Enfield brand. From the products and packaging to copy text and customer service
every aspect of Royal Enfield is considered to be strong and gentle, much like the reputation that
Royal Enfield motorcycles have enjoyed throughout their history, i.e. style and durability. Every
customer of Royal Enfield is considered as a part of the Royal Family.
Royal Enfield is about adventure in style. Distinctiveness from the traditional bikers image is
the companys hallmark. It brings quality to the unique relationship a rider has with his
motorcycle. The brand provides a complete line of product for the modern road trip. From the
1

legendary line of motor cycle, accessories and clothing to camping and hunting equipments. The
Enfield bikes are complete packages of everything one might need to embark on a number of
adventures. Royal Enfield offers a new perspective on the riding and travelling on a motorcycle.
It aims to bring back the good old days of style and global discovery.
To its customers in India and elsewhere in the world, Royal Enfield means more than just
motorcycles; it's a sense of belonging to an exclusive community with unfading passion, emotion
and interest. Royal Enfield motorcycle is known for its Versatility, Uniqueness and is built to last
and is also perceived as a machine in a class of its own and synonymous with Leisure and
Adventure; riding and charting up the miles.

2. Journey of Enfield
The Beginning (1851 1890)
Hunt End, England was a village of several small mills manufacturing needles and fish-hooks. It
was here in 1851 that George Townsend put up his needle-making mill, which he named Givry
Works. But it wasnt until his passing away that his son, George Jr. and his half-brother brought
into Givry Works one of the first 'boneshakers' a crude cycle. It had a backbone of iron, with
wooden wheels, iron tires and pedals of triangular pieces of wood! Though the bike was a source
of some amusement, George and his team felt they could easily improve on it. The earliest
modern safety bicycle with two wheels of equal size had appeared in about 1880. All
manufacturers were trying their hand at this new venture. So was George Townsend Jr. By luck,
he chanced upon an invention in his neighborhood a saddle that only used one length of wire in
the two springs and in the framework. This was adopted, patented and marketed as the
'Townsend Cyclists Saddle & Spring'. He had entered the bicycle parts trade!
From bicycle parts, Townsend slowly moved on to producing bicycles himself. He was also
supplying a wide range of parts to other manufacturers - Givry Works was growing rapidly. Over
the next three years he developed his own range of over two-dozen machines. Each machine,
known locally as the 'Townsend cycle' was reputed for its sturdy frame, a character that all
Enfield bikes would follow.

The Coming into Being (1891 1900)

1891 A Little Trouble-Townsend got himself into a bit of financial trouble in about 1890 and
called in some financiers from Birmingham. Unfortunately,
they didnt quite see eye to eye. So Townsend parted ways
with the financiers leaving the company to them. The
financiers then brought in Albert Eadie and R.W. Smith.
They took control of Townsends in November 1891. The
following year the firm was re-christened The Eadie
Manufacturing Company Limited. Soon after, Albert Eadie
3

got a lucrative contract to supply precision rifle parts to the Royal Small Arms Factory in
Enfield, Middlesex.
1892 Kick Starting Royal Enfield-A new company was created to market these new design
bicycles called The Enfield Manufacturing Company Limited. By October 1892, the Enfield
bikes were announced to the public.

The following year the word Royal (after the Royal Small Arms Company) was added and thus
Royal Enfield began. Then in 1893 the Royal Enfield trademark Made like a Gun appeared.
Britain was caught up in a patriotic fervor and the slogan caught the spirit of the time. In 1899
the first mechanical vehicle was advertised by Enfield Cycle Company. It was available in both
tricycle and quadric cycle form, powered by a De Dion 1.5 hp engine. The high wheels, solid
tires, block chains and heavy cross frames had by then given way to Diamond frames, the Hyde
Freewheel, Enfield 2 speed hub and the well known Eadie Coaster. Then came the Riche Model
with more refined fittings. By 1907, the cycle industry was still headquartered at Redditch,
producing run-of-the-mill conventional cycles.
1897-Quadricycles
In 1897, R. W. Smith built himself a quadric cycle a simple bike with four wheels and a French
engine placed under the saddle between the rear wheels. During the next two years several
developments were made.

About then, an Enfield quadric cycle completed the 1,000-miles road trial of 1900 organized by
the Automobile Club of Great Britain and Ireland. The Enfield vehicle was awarded the silver
medal, although it had its share of troubles and breakdowns.

Motorcycles (1900 - 1910)

1904-Four Wheelers and Three

Buoyed by success, Smith and Eadie decided to extend the range of quadric cycles and tricycles
to include motorcars. The first Royal Enfield cars were built in 1901 and were on the road in
1902. It was an 8hp, using a DE Dion engine. The body was made in Leicester and painted
yellow hence car was known as The Yellow Car. But this was just a temporary phase, a wild
romance that was soon to die.

1909-Motorcycle Craze

It would be interesting to note here that motorcycling was thought to be a temporary enthusiasm
that would soon fade out! A brief spin on a motorbike then took several hours of preparations tuning the tiny water-cooled engine, getting the tires pumped, the gears oiled and a supply of
spare parts packed. In 1909, Royal Enfield took the biking world by surprise. At the motorcycle
show that year, they displayed a small 2 1/4 hp V twin-engine machine built in the Swiss
tradition, which ran very well. A slightly larger model was developed in 1911. A 2 3/4 hp, with
all chain drive incorporating the well-known Enfield two-speed gear. This model stood up until
1914.

The Royal Enfield Bikes (1911 - 1920)

1911-Enfield and the War

The First World War began in 1914. Royal Enfield was called on to supply motorcycles to the
British War Department and even awarded a contract to build bikes for the Imperial Russian
Government during the same period. The machine gun combination and the 6hp stretcher6

carrying outfit were some of the models produced for the war purpose. Enfield started using its
own engines - a 225cc two-stroke single and a 425cc V-twin about this time. Post-war, it
produced a larger 976cc twin and continued to produce the two-speed 225L until 1929. In 1917,
the officers of the Womens Police Force were issued with a 2 1/4RE 2 stroke. Interestingly, the
models of this period featured 600cc, inlet-over-exhaust, closed valve gear, hand-operated oil
pump, two-speed countershaft gearbox and chain final drive. In the 1913-1914 Enfield V-Twin
the lubricating oil was contained in a glass tank attached to the frame tube that ran from the seat
to the rear of the engine. This worked perfectly and had the added advantage of providing an
instant visual check of oil levels. The 1915 make 675cc in-line 3-cylinder 2-stroke prototype was
the worlds first with this configuration and engine type.

The Interwar Years (1921 - 1930)

1924 The First Four-stroke-The interwar year was a period when the sidecar reached its zenith.
In July 1925, the Royal Enfield V-Twin-engine Dairymans Outfit took part in the ACU Six
Days Trial for Commercial Sidecars and obtained a Special Certificate of Merit for completing
an arduous course without loss of marks. The year 1924 saw the launch of the first Enfield fourstroke 350cc single using a JAP engine.
1928-The Depression
In 1928, Royal Enfield adopted saddle tanks and center-spring girder front forks one of the first
companies to do so. The bikes now with a modern appearance and comprehensive range meant
continuous sales even during the dark days of depression in Great Britain towards the end of
1930. In 1927 Royal Enfield produced a 488cc with a four-speed gearbox, a new 225cc sidevalve bike in 1928, and a four-stroke single in 1931. Several machines were produced in the next
decade, from a tiny two-stroke 146cc Cycar to an 1140cc V-twin in 1937. Can you even imagine
that Royal Enfields range for 1930 consisted of 13 models!

The Launch of Bullet Reign- Creating a brand (1931 - 1940)

1933 The Bullet Arrives

In 1931 a four-valve, single-cylinder was introduced, and christened 'Bullet' in 1932. It had an
inclined engine and an exposed valve gear. It was then that the first use was made of the now
famous Bullet name. Longer stroke, four-valve head exposed valves and heavily finned crank
case were the features that ran from 1932 until the end of 1934.
1940 The Second World War

The most well known offering for the Second World War was no doubt the Flying Flea. Also
known as the Airborne, this lightweight 125cc bike was capable of being dropped by parachute
with airborne troupes. The Flea was fitted into a steel tubular cage called the Bird Cage, which
had a parachute attached to it. The cage aided in packing turning handlebars easily.

Post War Bullets (1941 - 1950)

8

1948 Bigger and Better

The 1939 Bullet 350 kick-started the post-war models. They used two rocker boxes for the first
time. This enabled better gas flow and consequently higher volumetric efficiency. Royal
Enfields own designed and manufactured telescopic front fork placed the Redditch marquee at
the very forefront of motorcycle design. The biggest advancement introduced by the new Bullet
was its swinging arm rear suspension system and hydraulic damper units themselves. In 1947
Enfield made a J2 - the first model with a telescopic front end, followed in 1948 by a 500cc twin
(Enfield's 25bhp answer to the Triumph Speed Twin), which stayed in production until 1958.
1949 The Indian Debut

In 1949, the 350cc Bullet was launched in India, when Madras Motors won an order from the
Indian Army for the supply of motorcycles. It was the beginning of the reign of the Bullet in the
subcontinent. The Madras Motor Company started off by receiving the Bullet in kits and simply
assembling them. Then they began making the frames. After this Enfield started sending the
9

engine in parts to be assembled in India. Eventually they were also manufacturing the engines,
which meant that they were making the complete bike. For the next thirty years, the design of
their bike remained unchanged! In 1950, several models were introduced: the 650cc Meteor
twin; a 250cc Clipper; a short stroke 250cc Crusader; 250cc Trials; Super 5; Continental; 500
Sports Twin; Super Meteor; Constellation and the Interceptor.

Royal Enfield Product-line expansion (1951 - 1960)

1951-In the UK
Never before in British automobile history had so much been done in a single decade, not just by
Royal Enfield, but the every other marquee of the time. All new engines, all new configurations,
new paint schemes, new capacity classes the motorcyclist had never had such a wide choice
ever before. The 1950s saw the market open up both ways, downwards for smaller capacity, light
and maneuverable machines, and upwards for larger capacity, high powered and reliable
motorcycles. The Royal Enfield showrooms in the UK saw everything from 125cc two strokes to
the mighty700ccMeteor.
1955-Meanwhile in Madras
The Indian Army, the sole reason why the Bullet was brought to India in the first place, insisted
that they would continue doing business with Madras Motors only if the Bullet was produced
indigenously. The Enfield India Bullet of the late fifties was quite a different motorcycle from the
one we are used to today. Using the famed Lucas Magdyno ignition system, the 1955 Bullet was
almost a clone of the 52 Redditch Bullet. The frame, electric tin ware and rolling chassis,
however, were to undergo many changes over the next ten years, with the Bullet slowly evolving
into the familiar form we know and love today.

10

A Tale of Two Cities (1961 - 1970)

1961-Back in the UK
In 1960, the badge arrangement with Indian (Of America) had ended, so Enfield was no longer
sold under the Indian marquee (Royal Enfield rival, British AMC company, acquired the Indian
Sales Corp. in 1959). However, in 1961, Eddie Mulder won the Big Bear Enduro on an Enfield,
which
gave the company a new foothold in the U.S. under its own name and started a new marketing of
the product. Models available in the U.S. that year included a 700cc twin and six street
scramblers, ranging from the 250cc Hornet to the 500cc Fury (essentially the single-cylinder
Bullet) to the 700cc Interceptor. Elliot Shulz also dominated the half-mile dirt track in Los
Angeles on an Enfield that year. Enfield won 31 out of 39 races in 1961 and had several
spectacular victories in 1964.Royal Enfield had arrived on The Continent! But things at Redditch
had hit a bad patch.

1963-But back home in Madras

By 1970, Enfield India was a company established in its own right, and with a production line
going full steam, the need for collaboration with Enfield of the UK and Villiers of the UK was no
longer seen. But the Bullet flew true and strong. A number of changes had already been made to
the tin ware on the Bullet. Mudgaurd design took on different forms, taking into account the wet,
slushy and messy road conditions during the Indian monsoon. The Magdyno also gave way to
11

the alternator Delco ignition system. And front and rear hubs were designed to provide more
efficient cooling for Indian conditions, and thus improve braking performance.

All That Enfield's Isn't a Bullet (1971 - 1980)

1973 The Mini Bullet

With the success of the Sherpa, Enfield India launched the 173cc Villiers-powered Crusader in
India in 1973. A totally indigenous effort, this small motorcycle used many Bullet chassis parts,
including fork legs and mudguards, and instantly found a market among the many that wanted a
Bullet, but were diffident about handling its weight and size. The Mini Bullet too was
introduced this year. This motorcycle was a 200cc two stroke sporting contemporary design.
Enfield India attempted to reach out to the young market, providing them with a zippy, reliable
and economical two-stroke.

12

Tough Times Ahead (1981 - 1990)

1983 Here comes the Lightweights
Like the adage that goes, "when the going got tough, that's when the tough get going". Enfield
India got squarely into the fray with a slew of lightweight machines. The 50cc Silver Plus stepthrough and Explorer motorcycle are launched. Powered by the Zundapp-engineered 50cc, 6.5hp
two stroke motors, these bikes redefined the entry-level segment. The Silver Plus, initially a twospeed and then later a three speed, found a ready market not only among the young office going
male, but among an increasing number of women who found the step-through design convenient.
The Explorer, with its contemporary bikini fairing and 'fastback' tailpiece. Both bikes sported
alloy wheels, a first in India. Close on the heels of the little wonders came the Fury 175. Powered
by a 175 Zundapp two-stroke engine with a five-speed gearbox, this refreshingly quick
motorcycle came fitted with a hydraulic disc brake. Again a first in the country. And a bike,
many feel, much too early in India.
1984 Brand New VintagesThe 80s also saw the Bullet in many different avatars. The Deluxe models appeared, in
resplendent chrome and metallic colors, and 12 volt electrical were offered as an option, to aid in
brighter lighting and easier starting. It was also the year when Enfield India grew confident
enough about their flagship product to begin sending 'coals back to Newcastle'. Owing to their
status as 'brand new vintages', Enfield Bullets found a strong niche market in the UK and
Europe, among people looking to come back to motorcycling.

13

Enfield Becomes Royal Enfield (1991 - 2000)

1990 Heavy Fuel-The 1990's saw many revolutionary models from the company. The Taurus
Diesel was the first production Diesel motorcycle in the world.

1993 Bullet 500

The Bullet 500 was launched in June this year. It went on to become the most coveted model.

1994 EICHER Acquires Enfield

In March the ailing company got a new lease of life when Eicher group acquired Enfield India
Company. The company name changed to Royal Enfield Motors Limited.

14

Royal Enfield (2001 - 2010)

2001:The Dare Devils, the motorcycle display team of the Corps of Signals, Jabalpur forms a Human
Pyramid of 201 men on 10 Enfield 350cc bikes and rides a distance of more than 200 meters.
2002:-

Indias first Cruiser The THUNDERBIRD- is launched.BBC Wheels awards it The Best
Cruiser 2002 title. The Bullet Machismo enters commercial production. Dan Holmes and
Johnny Szoldrak won the National Road Race Championship (60s Class) on a Bullet.
2003:The first RIDER MANIA gets together is held in Goa. REDS are formed in Pune. The Bullet
enters the Automotive Hall of Pride at the ICICI Overdrive awards.1000 Riders descend on
Redditch for the Royal Enfield Owners Club 25th Anniversary. Royal Enfield is one of the top
ten 125-500 cc brands in UK.

15

2004:-

The 2004 Bullet Electra is launched. The retro styled Bullet Machismo is rated No.1Cruiser in
TNS Auto car survey. The Bullet Electra International with a lean-burn engine is launched in the
UK.34

men

ride

simultaneously

on

Bullet,

setting

new

world

record.

2005:-

Royal Enfield India Celebrates 50 glorious years of motorcycling and unveils a blueprint for the
future. The 2005 Bullet Electra features a revolutionary 5-Speed left side gear shift that makes
the marquee more accessible to motorcyclists.
2006:Royal Enfield develops a fully integrated Twin Spark, 5-Speed engine that delivers a dramatic
increase in performance and efficiency. The new engine will power all domestic and
International models from 2007 onwards.
16

2007:-

Royal Enfield launches the all new limited edition Machismo 500LB with customized
accessories.

17

The legendary Bullet 350 needs no introduction. Now Bullet 350 is with all new UCE engine.
This classic machine has kept place with advances in engineering and ergonomics without
diluting its impeccable pedigree. A long wheel base and bigger tires provide increased stability
and road grip, making it ideal for long distance travel.Its aristocratic black & gold livery and
thumping engine beat remind passers-by that they are in the presence of automotive royalty.
2008
The Thunderbird Twins Park will be the first model to feature Royal Enfields revolutionary Unit
Construction Engine. All the well loved features of the Thunderbird have been retained and
enhanced in some cases. Also, the twin benefit of improved performance and engine efficiency
makes this motorcycle hard to beat in terms of pure riding pleasure and visual delight. The
evolutionary mix of old and new features in this motorcycle will surely delight its owners.

18

2009:-

The smaller twin of the Classic 500, the Classic 350 will hold its own against any other
motorcycle and then pull some more. The Classic 350 shares its power plant with the Legendary
Thunderbird. The torque to flatten mountains and the fuel efficiency to cross entire ranges comes
in the same understated yet charming styling. This is a motorcycle that does not need to shout to
be heard. Born of a rich heritage and bred with Royal Elegance this 350cc thumper has all the
qualities

of

typical

Royal

Enfield.

Appreciated

then,

appreciated

now...

Why ride a lesser bike.

The Classic 500 comes to India. Armed with a potent fuel injected 500cc engine and clothed in a
disarmingly appealing post war styling, this promises to be the most coveted Royal Enfield in
history. For those who want it all. The power, the fuel efficiency, the reliability and simple, yet
drop dead gorgeous classic styling. The classic turns heads not because it wants to but because it
19

cant help it. You will appreciate the beat not just for the music it creates but also for the muted
feeling of strength and power that it signifies. The view is simply better when you are astride a
Royal Enfield Classic 500 whether moving or still.

20

3. The Brand: Royal Enfield

3.1 Brand Overview
Royal Enfield is a luxury adventuring gear company that markets: motorcycles, motorcycle
accessories, camping equipment, clothing and accessories for men and women as well as hunting
and fishing apparatus. Above that Royal Enfield is a style and a belief that discovery and
adventure are pursuits of the highest order.
The expeditionary of the road that combine the ruggedness of the world traveler with the
sensitivity of a cultured individual are the core values that should be exemplified in every aspect
of the Royal Enfield brand. From the products and packaging to copy text and customer service
every aspect of Royal Enfield is considered to be strong and gentle, much like the reputation that
Royal Enfield motorcycles have enjoyed throughout their history, i.e. style and durability. Every
customer of Royal Enfield is considered as a part of the Royal Family.
Royal Enfield is about adventure in style. Distinctiveness from the traditional bikers image is
the companys hallmark. It brings quality to the unique relationship a rider has with his
motorcycle. The brand provides a complete line of product for the modern road trip. From the
legendary line of motor cycle, accessories and clothing to camping and hunting equipments. The
Enfield bikes are complete packages of everything one might need to embark on a number of
adventures. Royal Enfield offers a new perspective on the riding and travelling on a motorcycle.
It aims to bring back the good old days of style and global discovery.
To its customers in India and elsewhere in the world, Royal Enfield means more than just
motorcycles; it's a sense of belonging to an exclusive community with unfading passion, emotion
and interest. Royal Enfield motorcycle is known for its Versatility, Uniqueness and is built to last
and is also perceived as a machine in a class of its own and synonymous with Leisure and
Adventure; riding and charting up the miles.

21

3.2 Brand associations

Some of the brand associations of Royal Enfield are:
Handcrafted
A Royal Enfield is a rare breed in an age of mass-produced, user-friendly predictability. This is a
mechanical motorcycle, handcrafted with love, engineered with purpose, and designed in a way
that gives each machine its own unique character. This character is reinforced by Royal Enfield's
cultural DNA - by where it was born, and by where it is now built. Its classic British pedigree
shows in every line, while the gleaming new engine hints at the devotion that has enabled this
legendary marquee to thrive in the outskirts of Chennai.
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.
Style
Royal Enfield is about style, panache and distinctiveness. Royal Enfield believes that each
individuals relationship with his or her bike is unique. Their perception of themselves with their
bike is equally distinct. The brand campaign called Trip was launched to pay a tribute to Royal
Enfields authentic character as well as their owners'. The campaign draws instances from real
lives and bikes; the people who have explored their adventurous traits on their Royal Enfield and
others who have pushed the limits to find their place in the sun. Yet some more who have simply
given in to their passion for riding and of course, their Royal Enfield. This campaign aspires to
honor these timeless passions and the spirit of motorcycling in a world thats increasingly
dependent on virtual reality.

22

 Adventurous
Royal Enfield is about adventure in style. Distinctiveness from the traditional bikers image is
the companys hallmark. It brings quality to the unique relationship a rider has with his
motorcycle. The brand provides a complete line of product for the modern road trip. From the
23

legendary line of motor cycle, accessories and clothing to camping and hunting equipments. The
Enfield bikes are complete packages of everything one might need to embark on a number of
adventures.

24

 Ruggedness
The ruggedness of the Royal Enfield Bullet with a 5 Speed left hand side gearshift. Electric
start for immediate starting. Of course the kick start is still there for the purists. Digital
Transistor Controlled Ignition ensures that starting and power delivery is optimized. Gas filled
shock absorbers added to the Bullets legendary poise allow for greater comfort. Front Disc
brakes provide for better stopping ability. It itself making the image of durable and tough in
every situation in terms of riding and comfort, thats why it was going to be prefer in army for
the starting days of the brand un India. Royal Enfield are manufactured in India. They are
rugged and simple to maintain and fix, which is why they are very popular in the Himalaya
regions. The most popular model is 350cc, but there is also a 500cc version.Royal Enfield
"Bullet" motorcycles are also heavy, sometimes unreliable and not fuel efficient, because they
are based on a design that dates the 1940's, with only minor changes and improvements
Super Quality
Royal Enfield bullet has become the popular bike in India due to its super qualities. The bikes
are mainly an admired by the Army and Police people. Royal Enfield bullet 350 is traditional
model that with advances in engineering and has made the remarkable position in the two
wheeler industry. From past five years the bike has carried more than 150 changes but still
remain with the same looks as it did 50 years back. Royal Enfield bullet 350 comes between
price ranges of Rs. Rs. 73, 400 to Rs. 83, 000.Royal Enfield bullet Electra is the known for its
well quality and powered by the 500cc engine. The features associated with this bullet Electra
are front disc brakes gas rear shocks transistorized coil ignition constant velocity 29 mm
carburetor and higher gearing than the Enfield Bullet Classic. The bike cost near about Rs.
88,300 to around Rs. 94.2 lakh. Royal Enfield bullet Electra price is varying upon the dealer's
location. Royal Enfield Bullet Electra 5S (346 cc) is the more advanced variant of this bike.

25

26

3.3 Cult Branding

Cult brands are a special class of magnetic brands that command super high customer loyalty and
almost evangelical customers or followers who are devoted to them. Cult brands are the one with
focused, committed target customers with high degree of reverence for the brand, who are
willing to put extraordinary effort to acquire and use the brand and are willing to publicly
demonstrate their love for the brand in an extraordinary manner. While brands work hard to
make their presence felt, cult brands defy all rules/norms of marketing and create a strong
community which no other can match. Royal Enfield is one such instance.
Offering a uniquely masculine motorcycle with a signature thump sound, Enfield has pulled off
a legacy brand with its all-terrain heavy motorbike Bullet. Royal Enfield has a very strong
network of riders, service mechanics and of designers & modifiers who offer creative
customizations on the motorcycle too. It has an ecosystem of its own which is a very social one.
India was basically a scooter market few years back. However, the last few years have changed
the way people see and perceive bikes. India is now seeing a trend of 150 cc or above bike
segments, but Bullet was always present with the ranges of 250 cc, 350 cc and 500 cc bikes.
Many bike lovers across India saw this bike as a cult. Now when the Indian bike market has
evolved and come of age, Royal Enfield is also re-establishing itself. Royal Enfield has invested
over Rs.65 crores, to double their production capacity to one lakh units. The Chennai-based
company, which has been expanding its export markets, also said it expects overseas sales
to double over the next five years. Royal Enfield is bringing the Classic Version of Bullet back.
The classic version is based on the famous original Bullet of 1950's.
The company has also changed its website a lot. Now on the site, there are a lot of communities,
Blogs, Trip Stories, forums which establishes Bullet as a cult brand in its own league. The site
looks quite like Harley Davidson site. Now, with Harley Davidson actually coming to India,
Bullet has a hidden opportunity. The cruise bikes would gain popularity and Bullet would be an
obvious choice for people who would not be able to afford a Harley. Also, there are a lot of bikes
in 200- 250 cc segments that are being launched in India so people will now look up to Bullet for
a Flashy Big high CC Bike.
27

Bullet is a tradition in Punjab. People flaunt it, People aspire it. Bullet is truly a Cult brand in
Punjab and also other interiors of India. This is amazing how a Chennai based brand has
achieved a cult status in Punjab. Bullet needs to leverage this to establish it as a big Cult brand in
whole of the India.
Bullet also sponsors many trips in India in which it provides Bikes for the Trip and Branded TShirts too. Bullet also organizes a 16 day Royal Enfield Himalayan Odyssey every year. These
all exercises can take Brand to new heights, the Cult Height.

28

3.4 Brand Architecture

In the chart below we can observe the expansion of the Royal Enfield brand from a motorcycle
company like any other to the aristocratic patron of adventure that it represents.

The Stables
Motorcycles
Sports Parts

Travel guides
Photo books
Hunting Manuals

Guardaroba
Mens wear
Womens wear

The Armory
Expedition

Helmets
Riding gloves
Riding jackets
Bags

Tents
Blankets
Cases
Outdoor Cooking
sets

Scribe
Luggage
Watches
Belts
Socks

The Quest Steed

Road-trip ready
bike

Weapon smith
Hunting Rifles
Rifle cases
Knives
Binoculars

29

3.5 Brand Elements

Brand symbol consist consists of brand character and brand logo. In case of bike generally brand
symbol consist of brand logo.
Brand Logo
It is a combination of shapes and colour used in a brand name. The four distinct element of
brand logo of Royal Enfield are:

Brand Name: Royal Enfield, consist of companys name i.e. Royal Enfield.
Colour: Colour of the logo is red which signifies Energy, Excitement and a will to win.
Slogan: Leave Home.
Font: The fonts used are in upper case and bold enough so that it is visible from a distance and
reflects the bold image of the brand.

30

3.6 POPs and PODs

Some of the POP (Points of Parity) and POD (Points of Differentiation) of Royal Enfield are:
POP (Points of Parity):

Classic heavy body design

13.5 15.5 bhp (power)
Masculine looks
Broader, stylish and larger capacity fuel tanks
Larger wheels
High performance: 4 stroke, 350 cc and 500 cc engines
Digitally operated spark plug
Strong on Road presence
Brakes: Disc (front)/ Drum (Rear)
Stylish and bigger silencer
Flaring headlamps

Funky and trendy shades adding more to masculinity

POD (Points of Differentiation):

Fully manpower production

Cheap in its segment
Very high customer loyalty
Loyalty rides in India
Royal riders fan club
Only male-oriented bike showing women biking advertisements

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3.7 The Logo History

The formal representations of Royal Enfield have always been restrained and stylish. For years,
they have followed the same theme and kept the tradition alive. Here is a look at the various
logos that have been used till now.

1861

1891

1916

1932

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1938

1952

1960

1980

2005

2008

In developing the new logo for the Royal Enfield brand the main concerns were communicating
the tradition and quality involved. The new logo expresses the style, tradition, energy and
excitement. It balances between the vintage and the modern and evokes a familiar memory.
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3.8 Rebranding of Enfield

Royal Enfield was the name under which the Enfield Cycle Company made motorcycles,
bicycles, lawnmowers and stationary engines. Use of the brand name Royal Enfield was licensed
by the Crown in 1890. Royal Enfield motorcycles made in England were being sold in India
from 1949. In 1955, the Indian government looked for a suitable motorcycle for its police and
army, for patrolling the country's border. The Bullet was chosen as the most suitable bike for the
job. The Indian government ordered 800 350 cc model Bullets. In 1955, the Redditch Company
partnered with Madras Motors in India to form 'Enfield India' to assemble, under license, the
350 cc Royal Enfield Bullet motorcycle in Madras (now called Chennai). The first machines
were assembled entirely from components shipped from England. In 1957, the tooling was sold
to Enfield India so that they could manufacture components. By 1962, all components were
made in India.
In 1990, Enfield India entered into a strategic alliance with the Eicher Group, and later merged
with it in 1994. It was during this merger that the name Enfield India changed to Royal Enfield.
Purpose of Rebranding
The purpose of rebranding Royal Enfield was to closer define and set the brand apart from its
competitors. Where in the past, the brand would share similarities with the image of the
traditional motor cycle companies (Harley Davidson, Triumph) it mow sets itself apart by
defining a unique tribe of followers and a turn towards adventure.
In the established style department Royal Enfield has an advantage that until today went unused.
The idea of legendary stylish motorcycles now defines a number of products and brings back the
concept of the cultured adventurer. Taking a que from the days of Royal expeditions, Royal
Enfield is about doing it in style.

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3.9 Royal Enfield Turnaround

The Problem
In the year 2000 there were major problems infront of the Eicher motors in terms of its
motorcycle brand Royal Enfield. Due to the drastic decline in sales, Eicher Motors had decided
to either shut down or sell off Royal Enfield - the company's Chennai-based motorcycle division,
which manufactured the iconic Bullet motorbikes. For all its reputation, the sales of the bike was
down to 2000 units a month against the plant's installed capacity of 6000, losses had been
mounting for years. Though the bikes had diehard followers, there were also frequent complaints
about them - of engine seizures, snapping of the accelerator or clutch cables, electrical failures
and oil leakages. Many found them too heavy, difficult to maintain, with the gear lever
inconveniently positioned and a daunting kick-start.
Taking Initiatives
Just one person stood up to the board, insisting Royal Enfield should get another chance. He was
Siddhartha Lal, a third generation member of the Delhi-based Lal family, promoters of the Eicher
group of companies. Lal, then 26, was an unabashed Bullet fan: he even rode a redcoloured
Bullet while leading the baraat (procession) to his wedding venue, instead of the traditional
horse. The board had agreed to give Siddhartha Lal a chance. It was not because of its confidence
Lal, but because the business was doing so badly that it could hardly get any worse. Lal felt
Royal Enfield could still be saved. The bike had its reputation, a cult following, an instantly
recognisable build, and aspirational value. Changes had to be made to keep up with the times and
make the bike more acceptable, and therein lay the problem. Royal Enfield fans liked the bikes
exactly the way they had always been. "We needed changes to attract new customers but by
doing so risked losing existing ones," says R.L. Ravichandran, whom Lal brought in as CEO in
2005 as part of his revival effort. Ravichandran had earlier worked with both TVS Motor and
Bajaj Auto.
The change had to be a calibrated one. The mistaken notions of prospective customers had to be
addressed, and any reservations about Bullet and Thunderbird, which was launched in 2002,
removed. At the same time, Lal and Ravichandran were clear that the individuality of Royal
35

Enfield bikes should not be compromised. It is at this point of time that the company decided to
touch the leisure segment.
Modernising the Bullet
Retaining the bikes' rugged looks was a given, including the build, the design of the head lamp
and the petrol tank. But should the gears be shifted close to the rider's left foot - as in most bikes
- or retained on the right side? The question gave Lal and his team many sleepless nights, since
long time users were dead opposed to the change. The engine was another thorny question. The
old cast iron engine was a relic of the past. Its separate gear box and oil sump design made it
prone to oil leaks and it seized up very often. Its ability to meet increasingly strict emission
norms was also suspect. A modern aluminium engine would eliminate these problems, but it
would lack the old engine's pronounced vibrations and beat - which Royal Enfield customers
loved. Laws of physics made it impossible to replicate these with the new engine.

The new aluminum engine improved the bikes' performance, but could not recapture fully
the beat of the old one
There are many global examples of auto companies going under following a radical change in
the engine of their products. Yet Lal and his team proceeded to both alter the position of the gears
and design a new engine. Many of the old engine's characteristics like - the long stroke, the
single cylinder, the high capacity with push rod mechanism were retained. But the new engine,
unlike the old, had hydraulic tappets, a new engine arrangement, new metal and fewer moving
parts. Obviously, it did not produce the vibrations and the beat of the old, but international
experts were consulted and sound mapping carried out for over 1,000 hours to ensure it produced
36

the maximum rhythmic vibrations possible and a beat, which was 70 per cent of the amplitude of
the original.

The petrol tank's design was left largely untouched as it contributes to the bike's sturdy,
vintage look.
The new engine had 30 per cent fewer parts and produced 30 per cent more power than the old,
with better fuel efficiency. Two other problems needed to be addressed: the quality of some of
the components Royal Enfield bikes were using, and the sales experience. To tackle the first,
shop floor processes were fine tuned, while suppliers were exhorted to improve quality levels.
Royal Enfield also embarked on a large scale internal exercise to tone up performance. Slowly,
the tide turned. Engine related problems and oil leakages in Royal Enfield products almost
disappeared. By 2008 dealers were reporting lower workloads. Warranty claims fell sharply too.
Malfunctioning of the sprag clutch, on which the electric starter depends, declined, for instance,
from five per cent in 2005/06 to 0.2 per cent in 2010/11. Royal Enfield also began conducting
marquee rides to promote leisure biking. Also to improve the sales experience new company
owned showrooms were launched and dealerships have expanded.

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4. Marketing Strategies of Royal Enfield

4.1 Target Market
Royal Enfield, as a premium brand, targets affluent Indians as its consumers. The segment of
market which Royal Enfield caters to is urban working professionals or students and surprisingly
also the people from the rural areas who are the real hardcore bullet lovers.
A large number of these are coming up from industries such as IT, banking, pharma and FMCG.
Now, people earn more money and have greater disposable income. They want to make a
statement and enjoy the ride for which bike is a perfect fit for them. They have targeted this
growing set of consumers with their classic series of motorcycles - Classic 350 and classic 500,
along with thunderbird series. With traditional stronghold markets of Punjab and Kerala,
Ludhiana being the highest purchaser, Enfield has consumers who really like the feel and sound
of the bike and are real loyalists. The target market of Enfield as mentioned above is based on
selective specialization of Market in 350cc-500 cc range. The differentiated products which it
offers in this category serve the market or segment which has a pleasure for riding. The target
market is the hardcore bullet lovers, the ones who have bought the bike through thick and thin
and are looking for steady, sturdy and rough and tough bike. Because of its power and
ruggedness it has found a target market in Indian defense services, police and paramilitary
forces.

4.2 Positioning
Royal Enfield is positioned as a leisure and practical brand and has its own niche market for
itself. It has positioned itself as a promoter not of motorcycles but of motorcycling experience.
The voice of Enfield is compared to a tractor, but even that has helped it position in the minds of
its customers and aspirants. Built around quality and unflinching loyalty to the customer, a few
reasons why the legendary Bullet is not just a bike but is also considered as a motorcycling icon.
The ruggedness and reliability of the bike is endorsed by the army, the police, the paramilitary
forces and over 500 institutions which form part of the die-hard customer base of the Bullet,
dubbed the "Rajagadi", or royal vehicle. Another positioning perspective of Royal Enfield is to
be considered as a truly genuine touring motorcycle. It's a bike for long distance travelers, which
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is known as riding and eating up miles. It is also known, amongst hard core bikers, as promoter
of leisure motorcycling as a lifestyle and encourages the Royal Enfield riders/owners to keep
riding. It's a bike which most of bike lovers wants to own and shares a place in their heart.

4.3 Marketing Mix

Product
The differentiated positioning and target market of Royal Enfield in the bike market, has forced
the Eicher group to strategize and place itself differently. The products offered by Royal Enfield
makes riding bikes an absolute driving pleasure while going for long drives. The product
offerings of the Royal Enfield have been described below:
Classic 350
The smaller twin of the Classic 500, the Classic 350 will hold its own against any other
motorcycle and then pull some more. The Classic 350 shares its power plant with the legendary
Thunderbird Twinspark. The torque to flatten mountains and the fuel efficiency to cross entire
ranges comes in the same understated yet charming styling.

This is a motorcycle that does not need to shout to be heard. Born of a rich heritage and bred
with Royal Elegance this 350cc thumper has all the qualities of a typical Royal Enfield.
Appreciated then, appreciated now. The Classic 350 is powered by a single cylinder 350 cc, twin
spark, air cooled engine. It features a short silencer, fuel warning indicators and a classic
speedometer. It also has an option of a single seat which has springs for more comfort.
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Classic 500
Armed with a potent fuel injected 500cc engine and clothed in a disarmingly appealing post war
styling, this promises to be the most coveted Royal Enfield in history. The power, the fuel
efficiency, the reliability and simple, yet drop dead gorgeous classic styling. The classic turns
heads not because it wants to but because it cant help it. You will appreciate the beat not just for
the music it creates but also for the muted feeling of strength and power that it signifies.

The Classic 500 cc comes with class features. It is run by a single cylinder 500 cc engine called
UCE (Unit Construction Engine), and this engine depends on fuel injection than the carburettor.
As a result, decreases in friction of moving parts and loss of transmission are evident. The view
is simply better when you are astride a Royal Enfield Classic 500 whether moving or still. The
news of the most recent chrome finished Classic 500 is creating a sense of excitement among
Bullet enthusiasts and the launch is much awaited in India.
Thunderbird 500
The all new Royal Enfield Thunderbird is now with a powerful 500 cc engine, a 20 litre tank,
digital meter console, LED tail lamps and in three striking shades of black gives a new definition
to Highway cruising. Perhaps one of the most anticipated models from the Royal Enfield stable,
Thunderbird 500 is poised to enhance the pleasure of leisure motorcycling amongst the touring
enthusiasts.
Classic Desert Storm
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The Classic Desert Storm comes with a sand paint scheme reminiscent of the war era, a time
when Royal Enfield motorcycles proved their capabilities and battle worthiness by impeccable
service to soldiers in harsh conditions of the desert.

Donning a younger look with styling cues one would expect only from a genuine Royal Enfield:
single cylinder air-cooled pushrod engine, 1950s style nacelle and toolboxes, traditional paint
scheme and buffed engine components, this motorcycle is all set to bring the pleasures of modern
motorcycling while reflecting the aura of eternal classic styling.
Thunderbird Twinspark
The Thunderbird Twinspark was the first model to feature Royal Enfields revolutionary Unit
Construction Engine. All the well loved features of the Thunderbird have been retained and
enhanced in some cases.

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Also, the twin benefit of improved engine performance and efficiency makes this motorcycle
hard to beat in terms of pure riding pleasure as well as visual delight. The evolutionary mix of
old and new features in this motorcycle sets it apart and makes it special for its owners.
Classic Chrome
The Royal Enfield Classic Chrome is based on the Classic 500 with a rather generous dose of
chrome on it. Like the Classic 500, the new Classic Chrome retains the quintessential classic
British styling of the 1950s: simple, harmonious, well proportioned.

The Chrome sports a seat with a leather finish and adds to the visual appeal of the motorcycle.
Built of old-fashioned metal, in clean elegant lines of Chrome combined with a rich paint finish
the design of the Royal Enfield Classic Chrome is a tribute to the retro look of post war British
motorcycles.
These are some of the most famous product offerings of Royal Enfield. The products offered by
Royal Enfield makes riding bikes an absolute driving pleasure while going for long drives.
Targeting, Positioning and Marketing Mix (Product) of Royal Enfield Royal Enfield has
positioned itself as a bike for passionate bike riders and those who travel more and frequently.
Based on the positioning Enfield has designed the product which is more stable and power
driven. The maximum power of 19.8 bhp and 27.2 bhp helps the bike to drive easily on hilly
terrains. The torque and five gear transmission helps for more power distribution at each gear
level and hence better performance. The disc brake at front tires provides emergency and stable
42

brake system which does not allow bike to skid on the roads at high speeds and thus provide
stability which is must for a travelers bike and for all weathers. The maximum speed has been
kept again according to the needs and positioning of the brand. The product offerings of Royal
Enfield offers their target market with all the features in a product which also provides them with
a non resisting temptation of driving Enfield and adds to their status symbol.

Price
The table below shows the price list of the various bike models of Royal Enfield:
Royal Enfield Models

Price(avg.)
1,10,200
1,05,000
1,68,000
1,09,000
1,55000

Thunderbird 500
Classic Desert Storm
Classic Chrome
Classic Battle Green
Classic 500
Classic 350
Thunderbird Twinspark
Bullet Electra Twinspark

95,000
1,07,500
1,04,000

Bullet 350 Twinspark

Bullet Electra EFI
Bullet Electra Deluxe
Bullet 500 classic

70,000
93,150
1,03,000
1,24,000

Pricing strategy is as simple as in other bike manufactures, but their segmentation strategy is for
tough, ruggedness image, youth, high price with powerful structure strategy for Royal Enfield.
They have high range of 170000 to lower around 75000 Rs. But still it is far from the reach of a
normal person. However still it is lower than the bikes in the powerful engine category like
Ninja, Honda CBR, etc. and also lower than the price of Harley Davidson bikes.

Place
Royal Enfield has a distinct placement and distribution system for its products.
Channel Management
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 Channel Environment & Strategy

Channel environment at Royal Enfield is exclusive owing to the fact that dealerships are also
exclusive; meaning that a channel will sell only Royal Enfield vehicle and that too of a category,
for example, a channel will sell only trucks made Royal Enfield. So it is a dedicated channel
much like cars. As a result there is no conflict of interest because the dealer is selling only
vehicles of Royal Enfield.
The challenge is to find a dealer who is willing to be a part of such an exclusive channel.
Exclusivity is also a barrier considering not many dealers would want to commit to just one
company/channel. Secondly it involves a heavy capital investment.

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 Channel Structure & Design

Royal Enfield has three types of channel structure:
1. 3-S structure

2. 2-S Channel

The 2-S channel is used if there is a very big territory and adequate no. of vehicles are not
sold but vehicles are supplied in those areas then only service and spare is required (The
dealer is not authorized to sell).
3. 1-S Channel These are retailers who sell spares only.

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While selecting channel members following characteristics are considered by Royal Enfield:

Years in business
Size of dealer
Growth and profit record
Cooperativeness and reputation

Location
The distribution system is quite transparent as the customer the company is targeting is niche
market, so no need to be a too thick into the distribution channel and they are offering showroom
belonging to the all demographical variables, like age, education level, average income, with the
help of that they are offering only to the limited city across the country.

Promotion
The promotion strategy of Royal Enfield is quite different from other automobile manufacturers.
They have not been going for aggressive TV commercials like other companies but their
promotion strategies are focused on building their image as a cult brand of India.

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 Brand Campaigns
1. Handcrafted in India - Campaign
A Royal Enfield is a rare breed in an age of mass-produced, user-friendly predictability. This is a
mechanical motorcycle, handcrafted with love, engineered with purpose, and designed in a way
that gives each machine its own unique character. This character is reinforced by Royal Enfield's
cultural DNA - by where it was born, and by where it is now built.
Its classic British pedigree shows in every line, while the gleaming new engine hints at the
devotion that has enabled this legendary marque to thrive in the outskirts of Chennai. 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.

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2. The Trip - Campaign

Royal Enfield is about style, panache and distinctiveness. We, at Royal Enfield, believe that each
individuals relationship with his or her bike is unique. Their perception of themselves with their
bike is equally distinct. We launched the brand campaign called Trip to pay tribute to Royal
Enfields authentic character as well as their owners'. The campaign draws instances from real
lives and bikes; the people who have explored their adventurous traits on their Royal Enfield and
others who have pushed the limits to find their place in the sun. Yet some more who have simply
given in to their passion for riding and of course, their Royal Enfield. This campaign aspires to
honor these timeless passions and the spirit of motorcycling in a world thats increasingly
dependent on virtual reality. Go ahead, enjoy the trip!

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 Product Campaigns
1. Thunderbird 'Leave Home' Campaign
Its not uncommon for Indian men to live at home for far too long (even once they're married
with kids) because of their parent's traditional mindset, missing out on a more exciting life
because of it. The Leave Home campaign gave a voice to a new generation suffering from this
problem and provided the solution in the form of the Thunderbird.
This ad campaign also communicates the slogan of the company Leave Home. It describes
the various relationships one has with ones family members, friends, his/her love and lastly tells
them to leave their home and have an independent and adventurous life.

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Some of the other print ads of Royal Enfield are shown in the figures below:

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 Publications

Royal Enfield has been also publishing special magazines like the Beat which is a monthly
magazine and The Himalayan Odyssey and Trip which are the yearly magazines. The
experiences of the happy customers are shared in these magazines and show they act as
testimonials for other customers. Also the BEAT magazine is full of photographs showing
various photos of the journeys of Royal Enfield and experiences of the customers. Through this
magazines Royal Enfield is trying to build the customer loyalty and also inspiring the new
adventurous customers to go for Royal Enfiled bikes.
Organizing various Tours and Trips

Royal Enfield has been organizing various tours and trips to maintain their core customer
segment. They have been organizing programs like ROK Rann of Kachchh, Himalayan
Odyssey and the most recent one is the Tour of Bhutan. This is how they are trying to involve
51

their customers in building the brand and various Royal Enfield lovers from all over the country
participate in such programs.

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4.4 SWOT Analysis

STRENGTHS

WEAKNESSSES

Size and scale of parent company

Effective Advertising Capability
Committed and dedicated staff
High emphasis on R and D
Experience in the market
Established brand
Established market channel
Power, Speed & Acceleration

OPPURTUNITIES

Small showrooms
Not much emphasis on aggressive selling
Weak product diversity

THREATS

Growing premium segment

Global expansion into the Caribbean &
Central America
Expansion of target market (include
women)
Increasing dispensable income
1st mover advantage

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Cut throat competition

Increasing number of players in the
market
Rising raw material costs
Increasing rates of interest on finance
Entry of Harley Davidson

The Challenges Ahead

Royal Enfield has been successful to pull itself from the difficult times it had faced during the
year 2000 when it was on the verge of selling off or shutting down. Also it has been successful in
building itself as the Indian Cult brand. But with the changing consumer preference and the
marketplace and with the entry of players like Harley Davidson, there are still a lot of challenges
that Royal Enfield will have to face in the future.
Now, with Harley Davidson coming to India, Royal Enfield may have a hidden opportunity. The
cruise bikes would gain popularity and Bullet would be an obvious choice for people who would
not be able to afford a Harley. Also, there are a lot of bikes in 200- 250 cc segments that are
being launched in India so people will now look up to Bullet for a Flashy Big high CC Bike. But
for the time being some of the questions before royal Enfield now are:
What is the pen profile of its prospective buyer?
Will the niche that appealed yesterday, appeal today?
What are the volumes it hopes for in this niche? How to stay profitable there?
What should Royal Enfield do to get today's aspirers on board?

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