VAIBHAV BELWARIAR

Bajaj – Royal Enfield

Bajaj motorcycles

Bajaj has been among the oldest two-wheeler manufacturers in the country.

The Chakan based two-wheeler manufacturer was hugely popular for its Chetak range of scooters

Bajaj partnered with Kawasaki Motorcycles. The Bajaj-Kawasaki motorcycles didn't sell as significantly as the Hero-Honda motorcycles they did manage decent numbers.

Royal Enfield

The Enfield Cycle Company made motorcycles, bicycles, lawnmowers and stationary engines under the name Royal Enfield out of its works based at Redditch, Worcestershire.

The legacy of weapons manufacture is reflected in the logo comprising the cannon, and the motto "Made like a gun".

Use of the brand name Royal Enfield was licensed by the Crown in 1890.

Bajaj - Avenger

Bajaj has resurrected the Avenger cruiser brand with the launch of the new Avenger Street. This new iteration is being offered in two variants – 220 Street and 150 Street.

The Avenger 220 Street gets an all-black treatment with rubber bellows on the front suspension forks to complete the full black look of the motorcycle.

The Avenger Street is built around the same tubular double cradle frame as the old model

Priced at Rs 84,000 (ex-showroom), the new Avenger 220 Street is now on sale alongside the 150 Street and 220 Cruise versions.  

Royal Enfield- Thunderbird

The all new Royal Enfield Thunderbird now with a powerful 350 cc Perhaps one of the most anticipated models from the Royal Enfield

Thunderbird 350 is poised to enhance the pleasure of leisure motorcycling amongst the touring enthusiasts. Thunderbird 350 with its distinctive "black" styling is all set to make a distinct statement on the roads.

Enfield purists didn’t like it very much, but it did bring in new buyers who had not considered the Royal Enfield brand until then.

The second-gen Thunderbird was launched with two engine options – a fuel injected 500cc and a carburetted 350cc

Integrated Market Communications

Bajaj Avenger versus Royal Enfield

Direct Marketing

Website -www.bajajauto.com/avenger The website provides detailed information about the different bikes, events, services, stories, history, overview , etc.

Ride events – Personally organised by the company which is conducted throughout the year. Example Rider Mania, Royal Enfield tour of Bhutan, Re-union.

Clubs – There are bikers club, which can help in promoting the brand and platform to share information about the latest bikes or new events or any news.

Members Directory- Calls, texts, Email-ids to send information and request to pass on.

Advertising – Print advertisements on BBC Top Gear Magazine, Bike India magazine, Overdrive. Billboards and contests.

Promotion – Social media like Facebook, Twitter, Youtube , Instagram and SnapChat.

Association–Product placement in movies.

Website - http://royalenfield.com/motorcycles/ Provides detailed information about the different bikes, events, services, stories, history, overview , etc.

Ride events – Personally organised by the company which is conducted throughout the year. Example Rider Mania, Royal Enfield tour of Bhutan, Re-union.

  Community – Great source to reach to potential customers, as it gives platform to discussion about road trips, sharing

stories, latest news and Upgradation, buying and selling and exchange of information.   Clubs – There are bikers club, which can help in promoting the brand and platform to share information about the latest

bikes or new events or any news.   Members Directory- Calls, texts, Email-ids to send information and request to pass on.   Advertising – Print advertisements on BBC Top Gear Magazine, Bike India magazine, Overdrive. Billboards and

contests.   Promotion – Social media like Facebook, Twitter, Youtube , Instagram and SnapChat.   Association – Product placement in movies.

Public Relations

o Welfare – Increase in their CSR can bring them on more eye balls and attraction ending up to more sales.

o Presentation – Though the bike has been launched as a cruiser bike but due to its advertising it has become more of a common bike. Which is why the bike needs to be advertised and sold in a more sturdy way.

o Privilege- Offer riders at the time of purchase itself with a hamper that includes its personal products such as an avenger jacket, avenger helmet, bands, key chains etc.

o Customer care – Quick services and feedback from the owners.

o After Sale Service-An effective after sale service to the customers need to be provided for customer loyalty.

o Welfare – Association with a good cause or any welfare campaign.

o  Guidance tour – Guidance in buying and safe ride

o Positive attributes- Concentrate on the personality and appearance of the bike and pride of the owner.

 o Privilege- Felicitate bikers during riding events with some merchandise and

certificate . Offer customised Badges to owners.  o Customer care – Quick services and feedback from the owners

Advertising

Baja rebuilt its cruise bike platform in India with the launch of Avenger in 2016.

Advertising over Digital platform such Youtube and social media sites. Bajaj heavily advertised on Traditional platform such television, print

and OOH to gain maximum audience reach.

Royal enfield has its loyal customer in Indian market. To bring something new to connect with the youth , Thunderbird was launched.

Advertisements over electronic, print and OOH media were launched and booking offers were given over social media websites.

Thereby having a 360 degree advertising campaign

In film advertisement

Personal Sales Target Group – Males– Above 18 The owners need not be in a particular age group. Anyone above the age of 18 can own and drive a Bajaj

Avenger.

Feeling - Bajaj Avenger is an Indian cruiser bike which gives the pleasure of riding a cruiser bike at affordable rate.

Community - Unlike royal Enfield there is no such community system culture followed here. As it is bike that is used by mass audience.

Personality - The bike is powerful and stylish but after all it doesn't give the same firing that the premium cruiser bikes give like Royal Enfield or Harley-Davidson.

Admiration - Admiration is given to an Bajaj Avenger but not as much as Royal Enfield or Harley-Davidson as it is available easily and used by many. Because of which it is quite a common bike on road and there is no major amazing factor available here.

Panache – A Bajaj Avenger does provide a stylish look to the bike’s owner but still it does not give that rich and classy aura as after all it is used by most of the working crowd in cities as an alternative to the existing expensive cruiser bikes in the market.

Customization – Customization is available in an Bajaj Avenger to an limited extent i.e. its accessories and few external features.

Member rides - Since there is no such thing as a community of Avenger Riders hence, there are no member rides available.

Services – Service centers, Dealers, Parts Distributors , Ride and buying Guidance .

Target Group – Males and Females – Above 18 It believes the owners are not youngsters but people who are passionate about the

engine and vintage look. One needs to mature to own a Royal Enfield.   Feeling -  Don't buy bullet out of necessity, purchase it for a pride. More about the

attitude.  Community - Unlike other bike owners, Royal Enfield owners form a relationship

among them. There is a legacy with Royal Enfield which the people love to carry forward and you will surely have your own story of the bike.

 Personality - The bike is powerful, classic and beautiful. Whenever you drive it on road, people turn to see it after hearing the signature RE thump.

 Admiration -  If you’re waiting at a traffic signal, you can see many eyes watching your bike and admire the beauty.

 Panache – Provides a rough and tough image as well as gives a classy touch to the owner. Boost the confidence of the owner due to the bikes enchanting appeal.

 Customization –  Member rides - We also provide a platform for our enthusiasts to create and

propagate rides they plan amongst themselves and use our website to spread the message as well as communicate.

 Services – Service centers, Dealers, Parts Distributors , Ride and buying Guidance .

New Ad Campaign

Radio Campaign“Growing beard isn’t manly

enough, Ride the Thunderbird only if you are tough”

“Time to go out this monsoon, feel the thunder ride till the moon”

“Ease your life, don’t be afraid of your wife. Get up and have the royal ride”

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Paradigm to a bigger world, ride royal on the Thunderbird