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    Royal Enfield: The Revival of An Iconic Brand

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    Sumit Kumar
    Royal Enfield was once the worst performing asset of Eicher Motors but has since become the market leader in the 350-500cc motorcycle segment in India through strategies like focusing on niche customers, strong brand positioning, building production capacity, and rapidly expanding their dealership network. Eicher Motors is now targeting sales in tier 2 and 3 cities by continuing to invest in showrooms, service, new products tailored to local markets, and promotional activities through fan clubs and motorcycle rides.

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    Royal Enfield: The Revival of An Iconic Brand

    Uploaded by

    Sumit Kumar
    21 views7 pages
    Royal Enfield was once the worst performing asset of Eicher Motors but has since become the market leader in the 350-500cc motorcycle segment in India through strategies like focusing on niche customers, strong brand positioning, building production capacity, and rapidly expanding their dealership network. Eicher Motors is now targeting sales in tier 2 and 3 cities by continuing to invest in showrooms, service, new products tailored to local markets, and promotional activities through fan clubs and motorcycle rides.

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    Royal Enfield

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    Group B5_Royal Enfield

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    Royal Enfield was once the worst performing asset of Eicher Motors but has since become the market leader in the 350-500cc motorcycle segment in India through strategies like focusing on niche customers, strong brand positioning, building production capacity, and rapidly expanding their dealership network. Eicher Motors is now targeting sales in tier 2 and 3 cities by continuing to invest in showrooms, service, new products tailored to local markets, and promotional activities through fan clubs and motorcycle rides.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    21 views7 pages

    Royal Enfield: The Revival of An Iconic Brand

    Uploaded by

    Sumit Kumar
    Royal Enfield was once the worst performing asset of Eicher Motors but has since become the market leader in the 350-500cc motorcycle segment in India through strategies like focusing on niche customers, strong brand positioning, building production capacity, and rapidly expanding their dealership network. Eicher Motors is now targeting sales in tier 2 and 3 cities by continuing to invest in showrooms, service, new products tailored to local markets, and promotional activities through fan clubs and motorcycle rides.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    Download as pptx, pdf, or txt
    of 7

    Royal Enfield

    The Revival of an Iconic brand

    Anusha | Aparna | Peeyoosh | Rucha | Sumit


    Problem Statement
    In 2016 - Eicher Motors is
    targeting Tier-2 and Tier-3
    cities in India

    Past Success factors


    Consumer Perception of the
    brand
    Scenario in 2006 Scenario in 2016
    Market leader in 350 500
    Worst performing Asset Out of cc motorcycle segment
    Eicher Groups 15 industries
    Sold 5 lakh motorcycles /yr
    Sold 25,000 motorcycles / year
    Market Share 3% but
    Board of Directors Dissolve highest market cap
    the cult motorcycle
    Highest P/E ratio in the
    2 Categories market
    4 Categories
    Strategy Implemented
    Divested in 13 out of 15 business

    Resources diverted for R & D

    Focused on Niche Segment

    Capitalized - Customer
    preference for leisure biking
    Product Differentiation
    Strong Brand Positioning
    Capacity buildup
    Rapid Network Expansion
    Strategies Implemented
    Original Design

    Enfield Showroom (Platform)

    Hassle-free Service

    Plant Capacity

    Fan Clubs / Rides / Events

    Branding

    Few New Categories launched


    Recommendations
    Build Distribution Network

    Focus on Showroom and


    servicing

    Product Development on local


    Market Conditions

    Promotional Activities
    Fan Clubs
    Rides
    Events
    Thank You!

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