MARKETING PLAN OF ROYAL ENFIELD

Review of the plan: The situation is that the company is dealing with the brand image called
“white elephant” because the maintenance of the product is expensive so what we need to do
is the positioning of the brand by using integrated marketing tools. Moreover, we also need to
do the segmentation targeting of the product through which the company can get the
competitive advantage over the competitors.

Situational Analysis: Royal Enfield's loyal customer base favoured the motorcycles in their
original form, so when the business wanted to make improvements, they were careful to
maintain the brand's signature style. Students and young professionals who are like riding
motorcycles that seem tough and harsh but are rather sleek and sophisticated; these bikes give
their riders a feeling of strength and sophistication that reflects well on them. In the motorcycle
industry, Royal Enfield faced stiff competition from Harley Davidson, Suzuki motors, and
Kawasaki.

Young people who identify strongly with their bikes as a form of self-expression and a
reflection of their social standing are the target demographic. Brands like Harley Davidson are
our immediate competitors. Brands that provide powerful motorbikes and cutting-edge sports
bikes are also among our indirect rivals.

Analysis of Communication Process: Rather of targeting a general audience of millennials,

as has been done by other motorcycle companies, we will instead target middle-aged folks who
are passionate about engines and historical design, who make up most Royal Enfield motorbike
buyers. Consumers think that they must be 18 or older to purchase a Royal Enfield motorbike,
providing the brand with a unique opportunity to create a print marketing campaign that speaks
directly to the target demographic. Public relations events, where celebrities and bike industry
leaders are invited to discuss the latest innovations in the bike's performance, are another
possibility.
Budget Determination:

Adv. In cinema hall: INOX cost = RS 9500/min spend

Approximate cost for adv. In theatre = 3 to 5 crore INR. Adv

On Star Sports channel: adv. During normal breaks = INR 8,000/min Cost for 60 matches
during world cup (2.5 min adv. Each) = INR 4,80,00,000 Adv.

On star plus Entertainment: 70150/ min spend Cost for playing during shows and events: no.
of episodes = 101 x INR 14,43,750 = INR 11 crore

Approximately we will incur these types of expenses and would cost us around 40 to 50 crore
per year. For 3 years we will need roughly INR 110 to 130 crore.

Develop Integrated Marketing Communication Program

Changing customer perception by conveying through product attributes and features Attracting
more customers through promotion and rewards by boosting the sales.

Strengthening the brand, enhanced sales

Advertising Public Relation Personal Selling Advertising Publicity Sales Promotion

Digital Marketing Sales Promotion

Influential Marketing Blogging Male Magazines Marketing Communication Tools

These would be the three-year plan of the marketing communication that Royal Enfield should
inculcate and hence can increase the sales and awareness of the product.