Q.

4 which aspects of product differentiation are the most valuable in setting the brand apart
from its competitors?

Royal Enfield is the oldest motorcycle brand in the world still in production, older than the
iconic Harley Davidson. With rich heritage and legacy attached to the brand, customers
generally differentiate Royal Enfield products from its competitors on the basis of social and
psychological needs.

Sense of Pride and Authority: Royal Enfield customers take immense pride in riding a
Royal Enfield bike as bike’s unique and thumping character in Indian market is instant
attention drawer and provides a feeling of pride to the rider.

Power and Strength: Royal Enfield bikes in India start at a whopping engine capacity of
350cc and provides ample amount of power and torque which is what ultimately drives
acceleration. With cosy and comfortable seats and minimal use of plastic work in motorcycle
provides strength to the motorcycle.

Ruggedness: Royal Enfield bikes are perceived as rugged mainly because minimal body
work huge metal fuel tank, long wheel base and upright riding stance. This is one of the most
important characters of the bike which is responsible for the huge response in bike riding in
the hilly terrains like Laddakh and Bhutan.

Independence and self-expression: Riding Royal Enfield bikes give the customers a feeling
of independence and Sense of self-expression. Use of Royal Enfield bikes on similar
occasions in Bollywood movies like Kabir Khan, Zindagi Na Milegi Dobara, Jab Tak Hai
Jaan have made this belief stronger.

Customization: Royal Enfield bikes are easily customizable and Royal Enfield itself
provided numerous authentic Royal Enfield accessories to its customers through its vast
network of showrooms. This gives the customers an opportunity to customize their bikes as
per their wish without much modification in structural parts.

Bullet : Independence, self-expression, power and passion marketing campaign: leaving

home, selfism, Attachment, Luxury

Leisure and adventure

Reference:

https://www.slideshare.net/gauravmishra1991/royal-enfield-80374625

https://group5consumerbehavior.wordpress.com/2016/07/17/stp-case-study-royal-enfield/

https://www.slideshare.net/rasiar/royal-eenfield