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Current Marketing Mix

Royal Enfield has a diverse product portfolio including cruiser, classic, and adventure-style motorcycles. They focus on quality over price and offer premium products. Royal Enfield operates in over 50 countries through a global distribution network and aims to satisfy customer needs through their 350 retail partners in India. Their marketing promotions target both digital channels like social media as well as traditional avenues such as television, print, and outdoor advertising to increase brand visibility.

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Amesh
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324 views2 pages

Current Marketing Mix

Royal Enfield has a diverse product portfolio including cruiser, classic, and adventure-style motorcycles. They focus on quality over price and offer premium products. Royal Enfield operates in over 50 countries through a global distribution network and aims to satisfy customer needs through their 350 retail partners in India. Their marketing promotions target both digital channels like social media as well as traditional avenues such as television, print, and outdoor advertising to increase brand visibility.

Uploaded by

Amesh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Current Marketing Mix:

1. Product:

Royal Enfield is one of the leading international bike brands primarily based out of
India. Royal Enfield that started creating bikes for Indian army incorporates a
focused product portfolio in its selling combine and made motorbikes such as
Continental GT, Royal Enfield Thunderbird 500, Thunderbird 350, Classic
Squadron Blue, Classic Desert Storm, Classic Battle Green, Classic Chrome, Classic
500, Classic 350 Royal Enfield Bullet 500, Bullet 50, Bullet ES, Himalayan. Royal
Enfield products are also known for their versatility according to consumers demand
like adjusting the gears from ideal to left. This helps them in attracting new
customers. They also utilizes the strength of engine as their own strength to retain
current customers. As the product don't seem to be solely driven by innovations
however additional with understanding of users, market and competitors Royal
Enfield is even changing from a manufacturing approach to become more consumer
oriented. Royal Enfield likes to create changes, implement new things in bikes while
not taking their initial identity.

2. Price:

Royal Enfield comes up with a bike which is more appealed by the younger
generations. So Royal Enfield focused on the bike explorers and moderately aged
youths who love to catch up with the new hard style bikes and focuses more on
quality than the price. So with this Royal Enfield follows a premium evaluation
strategy in its selling combine by delivering its customers a top quality product that’s
well worth the price. With the goal as less of more Royal Enfield manufacturers less
number of models but each one of them is of high quality which helps them in
offering a capable and stylish product under its brand to their users who whole
heartedly accept the product regardless of premium price. After the GST prices
Royal Enfield has adopted a different strategy by further diminishing the prices of
its least popular bikes.
3. Place:
Royal Enfield whose central manufacturing plant is based in Chennai is now
operating in more than 50 nations all over the world. Currently Royal Enfield’s
distributor unit is operating varied export markets themselves, which appoint dealers
in various locations who finally run the multi whole retailers. With a brand new
grouping plant opened in metropolis, Royal Enfield is able to tackle the problems of
product shortage and they easily export the products to all the nations through ship
route. Even after this there are few nations where shipping is not that easy like Brazil
due to various policies so Royal Enfield is looking to open local assembly and
manufacturing plants. Royal Enfield has a vast and strong distribution network
which incorporates the goals of merchants and dealers so that customer needs are
satisfied without any issue. Royal Enfield targets each urban and rural customers in
India with its quite 350 business concern retailers. However urban consumers are
favored a little more, seeing the past purchase records and youngsters preference
who are their main consumers.

4. Promotion:

Royal Enfield has perpetually targeted on a holistic and complete selling approach.
To increase the quantity of bikes sold-out, Royal Enfield focuses additionally on the
shoppers like instead of engineering. They launch what consumer wanted so as to
increase the visibility of their products to a larger audience. Seeing that their prime
shoppers are middle aged man Organization area unit is additionally inclined to the
digital technology thus Royal Enfield focuses additional on digital selling i.e. by
launching numerous on-line campaigns on completely different social media sites
like Facebook, twitter, Instagram etc. It additionally participates in numerous shows
or affect numerous TV series so as to extend visibility of merchandise. Royal
Enfield’s promotions are seen by ancient manner that's through TV, newspaper,
magazines, flyers, boards etc. Hence, this concludes the Royal Enfield marketing
mix.

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