SHETTY MARIA THOMAS 18 PEC028 EVOLUTION History Beginning

SHETTY MARIA THOMAS 18 -PEC-028

EVOLUTION • History Beginning The Enfield Cycle company Redditch, Worcestershire Brand name license – 1890 Birth of the bullet -1931 • Made in England, sold in India from 1949 • Redditch Company partnered with Madras Motors to form “Enfield India”, to fulfill the requirement of 800 bikes by Indian Military forces, 1955 • Launch of “ 350 cc Royal Enfield”, 1955 • Eicher Group bought into Enfield India,

PROBLEMS FACED IN THE LAST DECADE • • • Keeping up with the times; Need for change Board at the threshold of either shutting down or selling off RE Sales down to 2000 units instead of 6000 units per month Issues due to maintenance, weight and kick start Support of Siddhartha Lal Appointment of R. L Srinivasan as the CEO in 2005, who had earlier worked in both TVS Motors and Bajaj Design of a new engine and alteration in the gear position Shop floor process tuning to improve quality Gradual reduction in problems and warranty claims And now? – 100% capacity and waiting period of up to a year

MARKETING MIX (CHANGE IN STRATEGY AFTER 2000) v. Product: upgraded with technology… efi, left gear, aluminium engine cylinder, but still maintained the royal VINTAGE looks! v. Place: the market of Royal Enfield can basically be divided into two segments: • 1. metropolitans: Tier 1 and Tier 2 cities • 2. Small cities: tier 3 and district head quarters. v Promotion: it is promoted in MENs magazines, adventure magazines, local prin medias, fans clubs, social medias etc v. Price: it is a premium product, hence demands a premium price • Segmentation, Targeting and Positioning (STP)

FUTURE CHALLENGES With the arrival of global brand Harley- Davidson, the company may face a tough competition in the leisure bike segment. But the company seems prepared for the new challenges and it was clearly seen by its recent introduction of “Continental GT” to cater the demand of still higher segment bikers

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