Professional Documents
Culture Documents
Royal Enfield
Royal Enfield
THE BEGINNING
Royal Enfield was the name under which the Enfield Cycle Company made motorcycles, bicycles, lawnmowers and stationary engines. This legacy of weapons manufacture is reflected in the logo, a cannon, and their motto "Made like a gun, goes like a bullet".
Use of the brand name Royal Enfield was licensed by the Crown in 1890.
Established in 1890 in U.K. as enfield cycle company.
During World War II, like other manufacturers of that time Royal Enfield was also called upon by the British authorities to develop and manufacture military motorcycles
After the war the factory continued manufacturing the models developed during the war and the legendary J 2 model appeared which went on to be the ancestor of the legendary Bullet.
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The Enfield Bullet dominated the Indian highways and with each passing year its popularity kept rising.
In 1990, Enfield India entered into a strategic alliance with the Eicher Group, and later merged with it in 1994. It was during this merger that the name Enfield India changed to Royal Enfield.
Its goal is to make all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, personal selling, online communications and social media work together as a unified force, rather than permitting each to work in isolation
PRINT MEDIA
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INTERNET
Royal Enfield launched one of its much awaited bike Thunderbird500. The offline madness matched with the online hype as the online community it has built over the last two years had immensely helped in spreading the buzz. It saw a wonderful launch on social media with different strategies adopted to make it a success.
One of the reasons for its social media success can be attributed to its huge online social presence on Facebook, Twitter and YouTube
FACEBOOK COMMUNITY
The Royal Enfield Facebook page launched in July 2010, has covered many milestones over the two years of its existence. One of them is the sizeable fan growth which now stands as a 200K strong community. 1. Fan Growth: This data for the first 9 months of 2012. According to Unmetric, a social media monitoring tool, the community gained more than 100K fans with a higher growth rate of 117% than the average automotive Facebook page, which is 38%. The community that is predominantly male with 92% has support from an age group of 21-30 years followed by the 21 and below age group.
The below screen grab provides a visual presentation of the fan growth in the last nine months.
The content strategy on Facebook has been focused and top notch. If we run through the timeline, the content that is shared is all about bikers, upcoming models, offline meetups and their love for riding. We can see one such content in the below screen grab.
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Majority of the content falls under three categories 1) About Royal Enfield
2) Automotive and
3) General Happenings. Being a biker, definitely automotive posts would attract attention more but then that has to be blended well with other content too. Royal Enfield has a good content mix.
In last 9 months, the page saw more than 7K posts and more than 6.5K were from fans. A clear indication that the Facebook page is a community-driven one
Facebook and Twitter community were used to build the excitement. On Facebook along with other updates, the page started posting a covered image along with the date and the link to find more details.
Along with this, the page also focused on emphasizing some of the cool features the new bike is raving about. One such was giving a sneak peak of the colors that the new model will don and fans were not complaining either. Thunderbird500 was already making waves before the official launch in Mumbai.
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The showroom was designed in such a way that people from outside could easily see the customers inside. This adds to the customer experience since it makes customers feel respected by outsiders and boosts their self image. The showroom has displayed the complete range of motorcycles right from the basic 350cc model to the Classic 500 Chrome and Desert Storm and that too in all colors. Overall from the moment the customer parked his vehicle, entered the showroom and exited, at all the "moment of truths", the showroom was able to provide special treatment for the customer. The customer felt part of a heritage. The shining bikes and the wall posters, the open spaces and the freedom to mount a bike and feel the bike first hand, made an impact on the customer.
SEGMENTATION
Geographic: Urban Demographic: Age Group: 18 to 30 Years Gender: Male Psychographic: A1, A2 (SEC) Lifestyle: Classic, Royal, Legendry. Behavioral: Benefit: Looks. Usage Rate: Heavy and rough use. Attitude: Enthusiastic, Kingly.
TARGET
Royal Enfield
POSITIONING
To position as Indias coolest practical cruiser bike by talking to a younger target audience between the age group of 18-30 years, keeping in accordance with the overall Royal Enfield trip brand campaign,
CONCLUSION
With the finest and brightest of teams in the country, comprising of management professionals and a skillful, committed workforce, the Company has a unique and open culture, making Royal Enfield a vibrant and responsive company. To its customers in India and elsewhere in the world, Royal Enfield means more than just motorcycles; it's a sense of belonging to an exclusive community with unfading passion, emotion and interest.
Company concentrate on building its brand around the values that the brand stands for. Having a Cult status the Royal Enfield motorcycle is known for its Versatility, Uniqueness and is built to last. Perceived as a machine in a class of its own and synonymous with Leisure and Adventure; riding and charting up the miles.
Royal Enfield strongly promotes leisure motorcycling as a lifestyle and encourages the Royal Enfield riders/owners to keep riding.