Royal Enfield Social Media Strategy

(‘Made Like a Gun’)

Executive Summary:
In 1990, Royal Enfield ventured into collaboration with the Eicher Group, a leading automotive
group in India, in 1990, and merged with it in 1994.
Following points would illustrate the social media campaign of Royal Enfield:
• To launch a campaign named #ThunderBird500 on social media platforms.
• To make public aware of our newly launched bike ThunderBird500
• To promote the accessories product of Royal Enfield like helmet, Guard etc.
• To highlight the company by doing various campaigns and creating hype to increase brand
awareness on social media.
To achieve the preset targets within 1 month
Social Media Goals
 Increase the number of followers on Instagram & other social platforms & ultimately
encouraging people to use Royal Enfield
 Increase in the number of related videos on YouTube, Facebook, Instagram and other social
media platforms to create hype in the youngster.
 We will highlight the bike by the way of various social media campaigns

Key performance indicators

In 1 Month, we will:
 We will grow our Instagram Audience by 80-100 per week
 Number of stories posted by customers regarding Royal Enfield
 Improve customer relations by providing them Tech information and after sale service
satisfaction
 To analyze the comments and feedback of users on various Social media platform and
make necessary changes in the upcoming promotions
How goals align to business objectives
Target Audience
Promotions in the Marketing Mix of Royal Enfield:

Royal Enfield has the distinction of being the first two-wheeler manufacturing company to obtain
WVTA certificate for meeting norms and standards set up by European Community. It has adopted
several promotional policies to market its products successfully in the consumer market. The
company has launched innovative ad campaigns with help of electronic and print media. Its ads
are viewed via television, magazines, newspapers and billboards. Royal Enfield has also
launched brand awareness campaigns at social media portals
like Facebook, Twitter and YouTube. It takes part in several shows to increase its brand visibility.

It revealed its custom bikes in Biarritz, France at Wheels and Waves custom bike show. Royal
Enfield has been a recipient of several accolades and awards in recognition of its works. It won
Business Standard Best Company of the Year 2015 and has even been hailed by previous President
Barack Obama as one of the best bikes he had come across. One of its popular taglines is Made
like a gun, goes like a bullet.

INSTAGRAM ACCOUNT

● What it’s best for: Promoting new campaigns because of the high reach & use of platform
Target audience: Youths, Defense personal, Travel freaks

● Types of content we will share: Campaign named as #MyBullet & #Builtlikeagun in which
commuters will share their success story

● We will feature every week 5 videos of Riders through contest.

● Key performance indicators (KPIs): Fair amount of traffic diversion through content
marketing on websites

YOUTUBE

● What it’s best for: Best platform for showcasing the presence in the market, used as a tool
to highlight itself in the present competitive scenario.

● Target audience: Will show ads on Vlogs, adventurous channels

● Types of content we will share: By showing individual experience and making their
professional marketing ads

Key performance indicators (KPIs): Increase in the number of youth buyers

BRANDING VIDEO:
https://www.youtube.com/watch?v=m_dBwZfzsrE
The diagram below helps understand the consumer decision making behavior:

RIDING EVENTS RIDER MANIA 2014

TOUR OF NEPAL 2014 DATE: 5TH OCT-19TH OCT

Nepal is a place that traverses the boundary between Heaven and Earth. It is one of the richest
countries in the world, in terms of bio-diversity due to its unique geographical position and
variation in altitude. Join us on the third edition of the Royal Enfield Tour of Nepal; where Royal
Enfield rides into the land of the mystical Buddha and the brave Gurkha warriors. The ride goes
across the border for the 14-day Tour of Nepal this October. Travelling across some of the most
scenic mountains forming the famous Annapurna ranges, the ride also takes you to Jimson, which
until recently was just a trekking trail. This ride has it all, winding mountain roads, slushy off-road
trails and straight stretches through some of the most pristine forests and is bound to satisfy every
rider.

Royal Enfield Reunion West 2014

The second edition of the Royal Enfield Reunion West was held in Silvassa across 12th, 13th &
14th of September 2014. It was the perfect venue for Royal Enfield enthusiasts and riders from the
Western Part of India to celebrate the spirit of the open roads in the company of fellow
motorcycling enthusiasts. The venue for Reunion West was the famous Khanvel Resort in Chauda
village at Khanvel, Silvassa. The picturesque venue with a river flowing right next to the premises
offered a great scenic setting to this event. Registration counters opened on the 12th Sep from
10am onwards. After registrations, the riders retired to their rooms and settled in after having
ridden from places as far as Gandhidham and Indore riding as much as 600 kms to the venue.

The next day, a host of fun events based around motorcycling and the passion for riding were lined
up for the riders. These consisted of the following: Slow Race, Carry Your Bike, Figure of 8, Arm
Wrestling and Beer Guzzling.
Besides these, there was some great foot tapping music dished out by the famous Whirling Kalpas
with Uday Benegal at the helm. DJ Amul took over after the band and set the floor alive with some
great music and added local flavor with some of the region's popular songs.

GOODWOOD REVIVAL,2014
Every September, the Good wood Circuit in West Sussex comes alive to the roaring sounds of
engines as cars, bikes and airplanes from the 1940's, 50's and 60's descend on the track for the
Good wood Revival.

A three-day automotive festival, started in 1998, Good wood Revival is where Grand Prix and GT
cars from the 50s and 60s, along with historic saloons and celebrated motorcycles make a return
to the track along with thousands of spectators. The true essence of the festival is brought out by
visitors who dress-up according to the period, recreating a setting of what is the golden era of
motor sport from the 1950s and 1960s.

There is something for all who visit the festival, vintage cars and motorcycles, retro fashion, and
the pure rush one gets from the sound of some truly extraordinary machines motoring around the
legendary circuit. Automotive legends from past and present, such as Sir Sterling Moss, John
Surtees, Sir Jack Brabham, Phil Hill, David Coulthard, Barry Sheene and several others have raced
on this legendary track over the years and become part of the lore at the Good wood Revival.

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 11 Brand Stores, 250 dealers in all major
cities and towns, and over 200 Authorized Service Centers. The Company also exports
motorcycles to 42 countries like the USA, Japan, UAE, Korea, Bahrain, UK, France, Germany,
Argentina and many other countries through 40 importers and over 300 dealers across the globe
The ISO 14001-quality certification and kaizens are implemented to ensure

2nd part of Marketing Strategies for Royal Enfield Bikes

Royal Enfield is a brand associated with Power and Royalty. This may be partially attributed to its
long association with The Indian Armed Forces, its history in England and its unique Thump sound
which attracts attention. To understand how Royal Enfield (RE) manages to keep customers loyal
in a country where:
1. Petrol prices are very high and the Fuel Average of RE Bikes is lower as compared to
competitors,

2. Comparatively cheaper and good designer bikes which provide new advanced features are
available,
3. Other companies heavily advertise their bikes, whereas RE hardly uses advertisements

Change in Strategy after Year 2000: Marketing Mix: Product:

Product which is the ruff & tuff all terrain motorcycle. It has been upgraded with technology such
as EFI (Electronic Fuel Injection) for better response, heavy cast iron diesel engine of the earlier
model has been replaced by a lighter but equally power full single cylinder four strike petrol engine
which is made from aluminum. The gears have removed from the right side to left side to need
general standards. But it was ensured that the “VINTAGE” and “Macho” appeal of the bike is not
damaged. Place: The market of Royal Enfield can be divided basically into two segments: 1.
Metropolitans: Tier 1 &Tier 2 Cities. 2. Small Cities: Tier 3 &DH (District Headquarters) But in
both the market it commands premium position. Hence the showrooms must be opened in the
prime locations of the cities irrespective of metropolitans or small cities. Promotion: It is promoted
in MENs magazines, Adventure magazines, local print media, adventure trips i.e. Himalayan
Odyssey and Fan Clubs. Price: It is premium product hence demands a premium price.
Segmentation, Targeting & Positioning (STP) Segmentation: It is segmented as a leisure and
adventure curser bike. Though in Tier 3 & DH market it is associated with the social/status symbol.
Targeting: It is targeting Bikers in the age group of 25-45 years of age; they are working executives
as in the case of Tier 1 & 2 Cities and young, rich & powerful in terms of Tier 3 & DH.