SUMMER TRAINING REPORT

ON
“MARKET STRATEGY OF ROYAL ENFIELD WITH SPECIAL
REFRENCE TO PARAMARTH AUTOMOBILES”

Submitted in partial fulfillment of the requirements for the award of the

degree of

BACHELOR OF BUSINESS ADMINISTRATION

in
Integral University, Lucknow

Under the Guidance of Submitted by

Dr. Farhina Sardar Khan Jiyaul Mustafa
(Assistant Professor) BBA -3rd year
Roll No : 1501029039
Session : 2017-18
Department of Commerce and Business
Management
Integral University, Lucknow
 INTRODUCTION

 Royal Enfield was a brand name under which The Enfield

Cycle Company Limited of Redditch, Worcestershire sold
motorcycles, bicycles, lawnmowers and stationary engines
which they had manufactured. Enfield Cycle Company also
used the brand name Enfield without Royal

 The first Royal Enfield motorcycle was built in 1901 by

Robert Walker Smith and Albert Eadie . The Enfield Cycle
Company is responsible for the design and original
production of the Royal Enfield Bullet, the longest-lived
motorcycle design in history.

 Royal Enfield motorcycles had been sold in India since 1949.

In 1955, the Indian government looked for a suitable
motorcycle for its police and army, for use patrolling the
country's border.
 LIFE AT ROYAL ENFIELD

 Royal Enfield brings together the best minds in an

environment that inspires great performance and
welcomes diverse views.

 The attitude of ‘customer first’ and believe in

bringing new and innovative approaches to our
work.

 Challenge ourselves and others, and insist on the

highest ethical standards. At Royal Enfield, we work
together with pride and passion to offer a pure
motorcycling experience to Royal Enfield riders
worldwide.
 MISSION
• Achieving Customer Delight .

• Excellence in technology and engineering .

• Continuous Improvement and Learning

• Teamwork, training, transparency, people -

based management and internal customer
satisfaction .

• Protection of working environment that

promotes safety and health of our
employees .
 VISION
.
• To become Customers’ first choice,
by focusing organizational energy
on understanding and delivering on
their need for state-of-the-art
technology .

• cost and quality benchmarks,

and overall relationship,
which they expect from a
world class supplier
ORGANISATION CHART

DIRECTOR
( RAJEEV SAXENA )

EXECUTIVE MANAGER
(SANJAY SINGH)

JIYAUL MUSTAFA
 OBJECTIVES OF STUDY
 To study the marketing strategies of motorbikes in

automobile sector .

 To study the marketing strategies adopted by Royal

Enfield .

 To study the various models ,features and its demand in

market.

 To examine the satisfaction level of customers using

various models of Royal Enfield

 To give suggestion regarding sale promotion strategies in

Royal Enfield.
 AUTOMOBILE

 Automobiles are used to transport people

 and items from one location to another
location. After years or various designs,
inventors were able to develop a
functional general design that is utilized by
major automakers as the foundation of
their designs.

 STRATEGIES
• SALE PROMOTION
• BUILD BRAND VALUE
• TARGET SPECIFIC CUSTOMER
 MARKETING STRATIGIES ADOPTED BY
ROYAL ENFIELD

To understand how Royal Enfield (RE) manages to keep

customers loyal in a country where :-

• Petrol prices are very high and the Fuel Average of RE

Bikes is lower as compared to competitors .

• Comparatively cheaper and good designer bikes which

provide new advanced features are available.

• Other companies heavily advertise their bikes, whereas

RE hardly uses advertisements .

 Sale Promotion.
 Build Brand Value.
 Target Specific Customer.
 Immediate Response towards customer.
 Immediate solution Workshop.
 VARIOUS MODELS OF
ROYAL ENFIELD
 There are 3 type of Royal Enfield
1. Royal Enfield Bullet Electra
2. Royal Enfield Classic 350
3. Royal Enfield Thunderbird

 ROYAL ENFIELD BULLET ELECTRA

Features :-
Two wheeler
Displacement (cc): 346
Fuel tank capacity (litre): 13.5
Engine type: Single cylinder, 4 stroke, twin spark
Starting method: Kick start, Electric start
Kerb weight (kg): 187
 ROYAL ENFIELD CLASSIC 350

FEATURES :-

Royal Enfield Classic 350 Specifications

• Single Cylinder, 4 stroke

• Height • 1090 mm (Without Mirrors)

Kerb Weight 192 Kg (with 90% Fuel & Oil)
Fuel Capacity 13.5 Ltr
 ROYAL ENFIELD THUNDERBIRD

FEATURES:-
Displacement (cc): 346
Fuel tank capacity (litre): 20
Engine type: Single cylinder, 4 stroke, twin
spark, air cooled
Starting method: Kick start, Electric start
Kerb weight (kg): 185 kg
 Effective Sales Promotions
Strategies

1. Price savings, including

discounts, coupons or added
value offers.
2. Immediate solution workshop
3. Build Brand Values.
4.Customer Satisfaction.
5.Immediate solution workshop
6.Delight your customer
 RESEARCH METHODOLOGY

I have taken primary and secondary data both. But my whole report
based on the secondary data.

THE RESEARCH REPORT

The report is the result of a survey which was undertaken in Lucknow
city. The objectives of the project has been fulfilled by getting response
from the customer associated to these segments through a personal
interview in the form of a questionnaire. The responses available through
the questionnaire are used to evaluate the brand loyalty for the products
of Royal Enfield and the willingness of the customer to purchase its
products on future.
The project also covers an analysis of the switch over of customers to
competitors products in the market.
 THE RESEARCH PROBLEM

The problem formulation is the first step to a successful

research process. The project undertake the problem of
analyzing the customer satisfaction level of the Royal
Enfield Bikes and to find the brand loyalty of the
product in comparison to other products.
THE RESEARCH OBJECTIVE
Based on the problem the objective of the research is
divided into two which are as follows:
Primary Objective:
To analyse brand loyalty of customers towards the
company’s products range
 THE RESEARCH DESIGN
The research design used in the project is Descriptive

research design. The investigation is carried upon the

customers in Lucknow city. The reason for choosing this

design is to get responses from the customers so that their

perception about the products of the company and their

loyalty could be predicted.

 THE DATA SOURCE
The data has been taken from two sources
 Primary data source
The primary data source has been collected through questionnaire by personally
interviewing each respondent on a number of queries structured in a
questionnaire.
 Secondary data source
Secondary data was collected from following sources
Prior research reports
Websites
Books
Newspaper
Personal consultation
 THE AREA OF WORK

The field work is conducted in the Lucknow city in Particular show room
situated in Badshah Nagar lucknow .
THE ANALYTICAL TOOLS USED
The analytical tools used are mostly graphical in nature which include
Pie charts
 Cylindrical charts
 Column charts
 Tables showing percentage
THE SAMPLE SIZE

The sample size consists of 50 units

 DATA ANALYSIS AND
INTERPRETATION
Q1: Are you a user of motorbike?

16%
Respondents Percentage (%)

Yes
Yes 42 84%
No
84%

No 8 16%

INTERPRETATION
It can be concluded from the graph that:
• 84% of the customers own a motorbike.
• 16% of the customer do not own a motorbike.
 Q2. WHICH BRAND OF MOTORBIKE ARE YOU
USING?

Respondents Percentage (%)

Royal Enfield 18 36% 2%
Royal Enfield
14%
Bajaj 12 24% 36% Bajaj
16%
TVS
TVS 4 8%
Hero
24%
Hero 8 16% Lml
8%
Lml 7 14% Others

Others 1 2%

Interpretation
It can be concluded from the graph that:
36% customers use Royal Enfield
24% customers use Bajaj
8% customers use TVS
16% customers use Hero
14% customers use LML
2% customers use others
 Q3. WHICH FEATURE DO YOU LIKE IN YOUR
BIKE?

Respondents Percentage (%) 10%

20% Low Maintenance
Low Maintenance 25 50% 50%
Mileage

20% Acceleration
Mileage 10 20%
Comfortable
Acceleration 10 20%

Comfortable 5 10%

INTERPRETATION
It can be concluded from the graph that:
50% are like low maintenance feature
20% are like mileage
20% are like Acceleration
10% are like Comfortable
 Q4: WHO WAS THE DECISION MAKER FOR PURCHASING
BIKE ?

Percentage
Respondents (%) 11%
4%
Father
Father 20 40%
Mother
Mother 6 12% 12% 40%
Grand Father
Grand Father 2 4% Myself

Myself 22 11%

INTERPRETATION :
It can be concluded from the graph that:
40% respondent says father are decision maker in Father
12% respondent says father are decision maker in Mother
4% respondent says father are decision maker in grandfather
11% respondent says father are decision maker in myself
 Q5: . WHAT IS THE MADE OF PAYMENT TO PURCHASE
BIKE

4%

Respondents Percentage (%) 6%

20%
Cash
Cash 35 70%
Cheque
70% Credit Card
Cheque 10 20%
Debit

Credit Card 3 6%

Debit 2 4%

Interpretation
It can be concluded from the graph that:
70% respondent says cash are the payment to purchase bike
20% respondent says cheque are the payment to purchase bike
6% respondent says credit card are the payment to purchase bike
4% respondent says debit card are the payment to purchase bike
 FINDINGS
The findings are based on the responses from the

respondents. These are as below:

• 85% of the respondents are owning a motorbike while 15% do not

own motorbike but instead may own scooter etc.

Popularity of Royal Enfield in comparison to competitors

• 34% of the respondents prefer Royal Enfield, 25% prefer Bajaj, 16%

for Honda and LML, 8% for TVS and 1% others.

Most popular product of Royal Enfield

• 33% of the respondents prefer Splendor, 25% for Dawn, 17% for

Passion, 12% for CBZ and 8% and 5% for Glamour and Karizma

respectively.
 LIMITATION

The limitation of the survey are narrated below:

• The project is valid for Lucknow city only.

• It was not possible to cover each and every showroom due

to time constrains.

• There may be some biased response form the respondents

• Some respondents did not provide the full data.

 CONCLUSION

• Study which we conducted on the two wheeler automobile sector is a very

important topic of automobile sector.

• Two wheeler automobile sector is the backbone of the automobile sector in India.

After deep research, analysis and getting information about companies as

formulated that the two wheeler automobile companies achieved success in the

market.

• Through out the study we found the Two wheeler manufacturer having very new

and modern technology in their bikes, they have a good market share in India,

many of MNC's like Royal Enfield, Honda, Yamaha ,Suzuki are also giving large

competition.
 BIBLIOGRAPHY
BOOKS AUTHORS
Marketing Management : Philip
Kotler
 Marketing Research J.K. Sharma
 Research Methodology C. R. Kothari
Websites
www.herohonda.com

www. Royal Enfield.com

www.honda.com
www.hero.com
www.Altavista.com
www.google.com
 QUESTIONNAIRE

Name :
…………………………………………………………………
Occupation :
…………………………………………………………………
Address :
…………………………………………………………………

Q1. What is your age?

Q2. Are you a user of motorbike?
Yes
No
Q3. Which Brand of motorbike are you using?
Hero
Honda
Bajaj
LML
TVS
Others
Q5. Which feature do you like in your bike?
Low Maintenance
Mileage
Acceleration
Comfortable
Q6. Why did you prefer Royal Enfield above others?
Mileage
Good after sales service
Resale value
Appearance
Q7. What will you rate your present Bike performance?
Poor
Satisfactory
Fair
Good
Very good
Excellent
Q8. Who is the decision maker in family for purchasing bike
Father
Mother
Grand Father
Myself

Q9. What is the made of payment to purchase bike

Cash
Cheque
Credit Card
Debit
THANK YOU