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ADVERTISING MANAGEMENT
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THE WORLD OF
ROYAL ENFIELD
THE LEGEND RIDES ON . . .
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Automobile is one of the largest industries in
global market.
Major players in the 2-wheeler industry
Hero Honda Motors Ltd (HHML),
Bajaj Auto Ltd (Bajaj Auto)
TVS Motor Company Ltd (TVS).
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High powered two wheelers
Easy maneuverability / handling ease
fuel efficiency low maintenance.
Durability
Value for money
Higher resale values.
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MOTORVEHICLE
FOURWHEELERS
THREEWHEELERS
TWOWHEELERS
SCOOTERS MOTORCYCLES
CRUISER SPORTS BIKE TOURING STREET OFF ROAD
MOPED &SCOOTERETTES
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ESTABLISHED IN 1890 AS ENFIELD CYCLE COMPANY
by the Royal Small Arms Factory in Enfield Lock,
London. Established in 1955 as ENFIELD INDIA in Chennai.
Imported components and assembled it at the
factory.
In 1957 tooling equipment was sold to Enfield India.
In 1962 production started at the Chennai factory.
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CLASSIC- 500 CLASSIC- 350
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BULLET ELECTRA-TWIN SPARK BULLET- 350 STD
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BULLET THUNDERBIRD-TWIN SPARK
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51%
13%
15%
14%
3.2% 3.8%
HERO HONDA
HONDA
BAJAJ
TVS
ROYAL ENFIELD
OTHERS
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Basis of segmentation Target segments
Gender Males
Age >25 yrs
Income Upper & middle income group
Lifestyle Independent, enthusiasts, passionate
Geographic area Urban and semi urban
Benefit Classic style, masculinity, reliability,
royalty
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Particulars Royal Enfield BulletClassic 500
Bajaj Avenger 200 DTSi
Engine capacity 499cc 198cc
Max power 27.2 bhp @ 5250 rpm 17.50 bhp @ 8000 rpm
Max torque 41.3 Nm @ 4000 rpm 16.17 Nm @ 6000 rpm
Weight 182 kg 154 kg
Max speed 130 kmph 112 kmph
Mileage 40 kmpl 37 kmplBrakes 280 mm disc Front
150 mm drums Rear260 mm disc Front130 mm drums Rear
Fuel Injection Yes No
Fuel Tank capacity 13.5 ltrs 14 ltrs
Price Rs.1,50,000 Rs.73,775
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http://www.youtube.com/watch?v=E2J9JQ5Mq74&feature=related ( Royal Enfield)
http://www.youtube.com/watch?v=rP8qOsl2w7U&featur
e=related ( Royal Enfield) http://www.youtube.com/watch?v=84f4Labix8c&feature
=related ( Royal Enfield)
http://www.youtube.com/watch?v=8jwnLtysZIM&feature=related ( Royal Enfield) http://www.youtube.com/watch?v=eMJPm9iK7aI&NR=1
(Royal Enfield)
http://www.youtube.com/watch?v=E2J9JQ5Mq74&feature=relatedhttp://www.youtube.com/watch?v=E2J9JQ5Mq74&feature=relatedhttp://www.youtube.com/watch?v=rP8qOsl2w7U&feature=relatedhttp://www.youtube.com/watch?v=rP8qOsl2w7U&feature=relatedhttp://www.youtube.com/watch?v=84f4Labix8c&feature=relatedhttp://www.youtube.com/watch?v=84f4Labix8c&feature=relatedhttp://www.youtube.com/watch?v=8jwnLtysZIM&feature=relatedhttp://www.youtube.com/watch?v=8jwnLtysZIM&feature=relatedhttp://www.youtube.com/watch?v=eMJPm9iK7aI&NR=1http://www.youtube.com/watch?v=eMJPm9iK7aI&NR=1http://www.youtube.com/watch?v=8jwnLtysZIM&feature=relatedhttp://www.youtube.com/watch?v=8jwnLtysZIM&feature=relatedhttp://www.youtube.com/watch?v=84f4Labix8c&feature=relatedhttp://www.youtube.com/watch?v=84f4Labix8c&feature=relatedhttp://www.youtube.com/watch?v=rP8qOsl2w7U&feature=relatedhttp://www.youtube.com/watch?v=rP8qOsl2w7U&feature=relatedhttp://www.youtube.com/watch?v=E2J9JQ5Mq74&feature=relatedhttp://www.youtube.com/watch?v=E2J9JQ5Mq74&feature=related7/31/2019 Enfield Admgmt
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Effectiveness
clearly communicates the stature of the brand
among other bikes Message
It says " Every body makes way for the bullet".
for Enfield bike owners, it is more than just ameans of transportation- instead its a life longromance
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Arousal of Interest
It's a sense of belonging to an exclusive
community with unfading passion, emotion andinterest.
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Recall
Recent Customer Satisfaction survey conducted by
TNS auto division places Bullet in top order incustomer satisfaction.
This shows the customers were able to connectthemselves with the communications of the
advertisements. It is positioned as an Indian Icon which has survived
the test of time, look no further.
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http://www.youtube.com/watch?v=y10OJ1pNW3o (
Bajaj Avenger )
http://www.youtube.com/watch?v=y10OJ1pNW3ohttp://www.youtube.com/watch?v=y10OJ1pNW3o7/31/2019 Enfield Admgmt
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Effectiveness
Has almost succeeded in communicating the idea
of comfort and power riding Message
Comfort platform and comfort riding.
Arousal of Interest
motivates a bike enthusiasts to give a test ride
Recall
Been able to recall Feel Like God
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http://www.youtube.com/watch?v=gtiX2_b4Xq8 (
Hero HondaKarizma )
http://www.youtube.com/watch?v=gtiX2_b4Xq8http://www.youtube.com/watch?v=gtiX2_b4Xq87/31/2019 Enfield Admgmt
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Effectiveness Has almost succeeded in communicating the idea of
power riding and free biking Message
Communicates the idea of how you ride more thanwhere you ride.
Arousal of Interest
motivates a bike enthusiasts who are daring in nature,and doesnt compromise on style and performance. Recall
Been able to recall-presence of Hrithik Roshan
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Karizma
Focus on style, performance, power.
Avenger Focus on comfort, style, long distance ride.
Royal Enfield
Royal Indeed.
Life style vehicle-enthusiastic, passionate people
Focus on power, style, iconic & majestic image,manliness.
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