MARKETING MIX

PRODUCT

Thunderbird 500The all new Royal Enfield Thunderbird is now with a powerful 500 cc engine, a 20 litre tank, digital meter console, LED tail lamps and in three striking shades of black gives a new definition to Highway cruising. Perhaps one of the most anticipated models from the Royal Enfield stable, Thunderbird 500 is poised to enhance the pleasure of leisure motorcycling amongst the touring enthusiasts. Classic Desert StormThe Classic Desert Storm comes with a sand paint scheme reminiscent of the war era, a time when Royal Enfield motorcycles proved their capabilities and battle worthiness by impeccable service to soldiers in harsh conditions of the desert. Donning a younger look with styling cues one would expect only from a genuine Royal Enfield: single cylinder air-cooled pushrod engine, 1950s style nacelle and toolboxes, traditional paint scheme and buffed engine components, this motorcycle is all set to bring the pleasures of modern motorcycling while reflecting the aura of eternal classic styling.Classic ChromeThe Royal Enfield Classic Chrome is based on the Classic 500 with a rather generous dose of chrome on it. Like the Classic 500, the new Classic Chrome retains the quintessential classic British styling of the 1950s: simple, harmonious, well proportioned. The Chrome sports a seat with a leather finish and adds to the visual appeal of the motorcycle. Built of old-fashioned metal, in clean elegant lines of Chrome combined with a rich paint finish the design of the Royal Enfield Classic Chrome is a tribute to the retro look of post war British motorcycles.Classic Battle GreenBattle GreenThe Classic Battle Green comes to you with a paint scheme reminiscent of the War era, a time when Royal Enfield motorcycles proved their capabilitities and battle worthiness by impeccable service to soldiers. Donning a younger look with styling cues one would expect only from a genuine Royal Enfield: single cylinder air-cooled pushrod engine, 1950s style nacelle and toolboxes, traditional paint scheme and buffed engine components, this motorcycle is all set to bring you the pleasures of modern motorcycling while reflecting the aura of classic eternal styling.

Classic 500Armed with a potent fuel injected 500cc engine and clothed in a disarmingly appealing post war styling, this promises to be the most coveted Royal Enfield in history. The power, the fuel efficiency, the reliability and simple, yet drop dead gorgeous classic styling. The classic turns heads not because it wants to but because it cant help it. You will appreciate the beat not just for the music it creates but also for the muted feeling of strength and power that it signifies. The Classic 500 cc comes with class features. It is run by a single cylinder 500 cc engine called UCE (Unit Construction Engine), and this engine depends on fuel injection than the carburettor. As a result, decreases in friction of moving parts and loss of transmission are evident. The view is simply better when you are astride a Royal Enfield Classic 500 whether moving or still. The news of the most recent chrome finished Classic 500 is creating a sense of excitement among Bullet enthusiasts and the launch is much awaited in India.

Classic 350The smaller twin of the Classic 500, the Classic 350 will hold its own against any other motorcycle and then pull some more. The Classic 350 shares its power plant with the legendary Thunderbird Twinspark. The torque to flatten mountains and the fuel efficiency to cross entire ranges comes in the same understated yet charming styling.This is a motorcycle that does not need to shout to be heard. Born of a rich heritage and bred with Royal Elegance this 350cc thumper has all the qualities of a typical Royal Enfield. Appreciated then, appreciated now. The Classic 350 is powered by a single cylinder 350 cc, twin spark, air cooled engine. It features a short silencer, fuel warning indicators and a classic speedometer. It also has an option of a single seat which has springs for more comfort.

Thunderbird TwinsparkThe Thunderbird Twinspark was the first model to feature Royal Enfields revolutionary Unit Construction Engine. All the well loved features of the Thunderbird have been retained and enhanced in some cases. Also, the twin benefit of improved engine performance and efficiency makes this motorcycle hard to beat in terms of pure riding pleasure as well as visual delight. The evolutionary mix of old and new features in this motorcycle sets it apart and makes it special for its owners.Bullet Electra TwinsparkThe Electra now comes packed with the power and reliability of Royal Enfields latest Twinspark Unit Construction Engine. Along with the UCE engine come the double benefits of more power, and better fuel economy, more reliability and lesser maintenance.In terms of styling the latest Electra still keeps it simple following the lines of the traditional Bullet but still adding its unmistakably distinctive style to it.Everybody still makes way for the Electra Twinspark.Bullet 350 TwinsparkThe legendary Bullet 350 need no introduction. Now Bullet 350 is with all new Unit Construction Engine.This classic machine has kept place with advances in engineering and ergonomics without diluting its impeccable pedigree. A long wheel base and bigger tyres provide increased stability and road grip, making it ideal for long distance travel.Its aristocratic black & gold livery and thumping engine beat remind passers by that they are in the presence of automotive royalty.Bullet Electra EFIThe Bullet Electra is a classic motorcycle, simplistic in design with a new, robust and reliable unit construction engine. Comfort takes a front seat with gas filled shock absorbers and a sub frame.Bullet Electra DeluxeThe Bullet Electra Deluxe has the same elements of the Electra, but also features hand polished aluminium castings and a hand lined chrome gas tank.

Bullet 500The Bullet 500 is the culmination of over 8 decades of legacy, of the longest running model in continuous production. Since 1932 the Bullet has mesmerized thousands all over the world with its unique styling and one of its kind feel of ride feel. The Bullet 500 is a seamless pairing of the majestic Bullet styling, performance and reliability with the new technology elements like the Electronic Fuel Injection synergized seamlessly with the period styling.The Bullet 500 is all about romancing with history on today's terms.

PRICE

Royal Enfield Models Price(avg.)

Thunderbird 5001,10,200

Classic Desert Storm1,05,000

Classic Chrome1,68,000

Classic Battle Green1,09,000

Classic 5001,55000

Classic 35095,000

Thunderbird Twinspark1,07,500

Bullet Electra Twinspark1,04,000

Bullet 350 Twinspark70,000

Bullet Electra EFI93,150

Bullet Electra Deluxe1,03,000

Bullet 500 classic1,24,000

Pricing strategy is as simple as in other bike manufactures, but their segmentation strategy is for tough, ruggedness image, youth, high price with powerful structure strategy for royal Enfield, they have high range of 1,70,000 to lower around 75,000 rs. But still it is far higher than the other bike manufactures. They are providing the powerful engine with these high prices for that the royal Enfield is well-known.

PLACE:

Royal Enfield has a distinct placement and distribution system for its products. They are penetrating with strategy into the Indian market and only some big cities only they are targeting but this kina d of heavy vehicals generally using in a stste like Hariyan and Punjab.

Channel ManagmentI. Channel Environment & StrategyChannel environment at Royal Enfield is exclusive owing to the fact that dealerships are also exclusive; meaning that a channel will sell only Royal Enfield vehicle and that too of a category, for example, a channel will sell only trucks made Royal Enfield. So it is a dedicated channel much like cars. As a result there is no conflict of interest because the dealer is selling only vehicles of Royal Enfield.The challenge is to find a dealer who is willing to be a part of such an exclusive channel. Exclusivity is also a barrier considering not many dealers would want to commit to just one company/channel. Secondly it involves a heavy capital investment.

II. Channel Structure & DesignRoyal Enfield has three types of channel structure:1. 3-S structure

2. 2-S Channel

The 2-S channel is used if there is a very big territory and adequate no. of vehicles are not sold but vehicles are supplied in those areas then only service and spare is required (The dealer is not authorized to sell).3. 1-S Channel These are retailers who sell spares only.

While selecting channel members following characteristics are considered by Royal Enfield: Years in business Size of dealer Growth and profit record Cooperativeness and reputation Location

Which bike manufacturer in India would include in a feature-list of its bike a comparison with a tractor. No prizes for guessing Royal Enfield.The latest, Machismo 500, the bike with the pulling power of a tractor, according to Royal Enfield officials, was launched on Friday.But then, when have the usual rules of the game fuel efficiency, smooth lines, flashy looks applied to a machine from Royal Enfield starting from the Bullet, a model that has been around for over half a century.The Machismo 500 is true to form. The four-stroke bike with a lean-burn engine and five-speed gearbox with left footgear shift will cost the buyer Rs1.05 lakh and there are over 33,000 of them buying a new Royal Enfield every year and 5,000 more are willing to wait a few months after coughing up the full payment. All of them sold on the half-century of legend, tradition and the `bullet beat'' of a brand dating back to the World War era.According to Anupam Thareja, Director, Royal Enfield, its production facility at Tiruvottriyur in North Chennai is churning out the bikes to full capacity of about 34,000 and the company hopes to increase capacity to about 40,000 during the year. Royal Enfield will sell just about five hundred Machismo 500s a year, making it a "machine to aspire for," Mr Thareja said. Royal Enfield has picked for itself a niche it promotes not motorcycles but a motorcycling experience. The Machismo 500 is a niche within that niche.It will be an exclusive club with the buyers getting the `royal'' Enfield treatment at any of its brand stores and select dealerships where the bike will be available, he said. This bike is exported to the Europe and Australia, he added.Royal Enfield has five other two-wheelers in the domestic market Bullet 350, Bullet Electra 5S, Bullet Machismo and Thunderbird.

According to sales head:From our passionate and involved dealers & distributors I once again seek your commitment in 1) Delivering 100% faultless bikes post PDI to our customers. Predictive & Preventive post sales service competence. No Vehicle off the Road, on account of parts not available in your Dealership, even for a day. 2) Adequate but well-maintained 3 S facilities in your dealerships, confirming to RE Brand standards.3) Your personal focus to deliver more than 95% by registering continuous improvement in all the parameters affecting product and customer satisfaction measures.4) Last but not the least keep riding to become your monthly marketing activity.

So, disribution system is quite transparent as the customer the company targeting is niche market, so no need to be a too thick into the distribution channel, they are offering showroom belonging to the all demographical variables, like age, education level, average income, with the help of that they are offering only to the limited city across the country.

PROMOTION1. Brand Campaign:Handicrafted in indiaA Royal Enfield is a rare breed in an age of mass-produced, user-friendly predictability. This is a mechanical motorcycle, handcrafted with love, engineered with purpose, and designed in a way that gives each machine its own unique character. This character is reinforced by Royal Enfield's cultural DNA - by where it was born, and by where it is now built.Its classic British pedigree shows in every line, while the gleaming new engine hints at the devotion that has enabled this legendary marque to thrive in the outskirts of Chennai.This campaign, "Handcrafted in Chennai", is a tribute to the wonderful people who build, sell, ride and maintain these beloved machines, and is a heartfelt tribute to the city that Royal Enfield calls home.

The trip

Royal Enfield is about style, panache and distinctiveness. We, at Royal Enfield, believe that each individuals relationship with his or her bike is unique. Their perception of themselves with their bike is equally distinct. We launched the brand campaign called Trip to pay tribute to Royal Enfields authentic character as well as their owners'. The campaign draws instances from real lives and bikes. People who have explored their adventurous traits on their Royal Enfield. Others who have pushed the limits to find their place in the sun. Yet some more who have simply given in to their passion for riding and of course, their Royal Enfield. This campaign aspires to honor these timeless passions and the spirit of motorcycling in a world thats increasingly dependent on virtual reality. Go ahead, enjoy the trip!

Media KitThe Royal Enfield Media Kit contains information about the organization and the management profile. It also has the logos and latest press releases in an easily downloadable format. This media kit is available to download for members of the press belonging to accredited media houses associated with Print, Radio, TV and Online media.If you are a media representative kindly register to access these details and also be on our list to receive regular updates from our side. Your application for registration is subject to terms and conditions and on approval you shall receive a password from our side.In the last few years, Royal Enfield has made significant strides in the global market. From North America to Europe in the West and Japan to Australia in the East today Royal Enfield has a pride of place across the globe. Today Royal Enfield dedicates itself to the cause of adventure and leisure motorcycling around the world with relevant products and services.

2. Product CampaignsThere is a world outside the comfort of the protected nest that mommy and daddy built. And when this world comes calling, young people all over the world go running to see it first-hand. But few young people in India actually get out there and experience that feeling of being on their own. Our job as manufacturers of liesure motorcycles and as people with a healthy sense of adventure is to encourage this young bunch to go out there and get a taste for the unknown.

PublicationsRoyal Enfield published their adventurous rides with the real experiences person and also arranging such type of events in which form the particular area the participants from all over the country involve in the ride. There are some of the rides for promotional purposes giver over here.The royal Enfield stall at Auto Expo located at Hall 18 foyer has been tastefully designed as per global standards and depicts some of the most important aspects of the legendary marquee. The biggest attraction at the stall is the much (eagerly) awaited and largely speculated Thunderbird 500. This motorcycle has a lineage that redefined cruiser motorcycles in India and has always been one of the most popular choices amongst the long distance riders. The Thunderbird 500 is displayed on a unique Mobile strip signifying an endless road; a dream for the touring enthusiast. This display and theme highlights the unique facet of this motorcycle. With its long range, comfortable cruiser styling and seating, endless miles on the Thunderbird 500 would be a breeze. The motorcycle is also displayed in the various finish options that are available for it. The stall showcases the Cafe Racer concept from Royal Enfield which is under development and an interesting montage is playing in the background showcasing the extensive work going on behind the cafe racer. The Making of the Cafe Racer montage shows the efforts put by the team behind the cafe racer and the rigorous testing routines they are putting the concept through to perfect it as per their vision. Rajasthan offers an exciting mix of desolate yet smooth roads and rustic country paths with surprise sand patches as a promise to test the grit and skills of the rider. The audience of surprised villagers watching at the thundering cavalcade of riders in amazement add to the exhilaration of The Tour of Rajasthan. Get a chance to be up close and personal with one of the most famous highway legends in the country as you pay homage to the Bullet Baba (Om Banna) a temple devoted to a Royal Enfield Bullet.

A ride through this land of ancient warriors would be incomplete without riding the border roads to the historic battlefields of the 1971 conflict where derelict enemy tanks bear silent witness to that famous victory.You will get your dose of tips for riding on loose surfaces as our expert riders help you negotiate the dusty country roads and numerous tricky shifting sand patches. For he desolate terrain stretches for miles and where the horizon seems to extend in all directions is what you see when you enter the Rann of Kutch (ROK). Even though most of the Rann is a hard-packed surface there can be deceptive patches where soft powder is waiting to explode into a cloud of dust as you ride over it. You always need to be careful and very attentive not just for the natural hazards but also for the man made ones like ruts made by tractors when the Rann was still moist. Even though its flat, its very deceptive in terms of visibility. After a certain time of the day the shimmering heat rises over the salt flats creating mirages and plays tricks with your perception of distance..Royal Enfield One Ride 2012One Thought. One Feeling. One Love for the Royal Enfield. The One Ride is a ride for unity/brotherhood amongst all Royal Enfield riders across the world. This ride takes place on the 1st Sunday of April every year to signify the commencement of the riding season in many countries of the world. On this day all over the world the roads come alive with the distinct thump of Royal Enfield motorcycles, the signature heartbeat.