ROYAL ENFIELD

Introduction
Oldest motorcycle in the world
The only automobile brand to span
2centuries and still going on.
One of the first companies to
introduce ERP system.
Made like a gun goes like a bullet

Company profile
George Towns and junior and his
brother- 1st attempt
1890-RW Smith , Albert Eadle (reorganize-Enfield)
1892-ROYAL SMALL ARMS FACTORY
Royal Enfield

Abstract
Indias leading company ROYOL ENFIELD
This study will helps to evaluate the present
position of Royal Enfield among the existing
customers.
to identify the important reason why youngsters
do likes Royal Enfield, which is the most
important feature of Royal Enfield.
In which way customers need modification on
existing models, how is the level of customer
acceptance in the areas of product and services.

Keywords
Sample survey
Marketing strategies
Extraction from royal Enfield
magazine
SWOT analysis
Primary data collection
Simple sample design

OBJECTIVES

1. TO ANALYSE THE MARKETING STATERGIES OF

ROYAL ENFEILD:
a cult brand(sell more than a product, they sell lifestyle)
cannot be promoted like a normal brand .
they have many marketing strategies.one of them is rider
mania.
also organizes national and international events.
powerful taglineEVERYONE MAKES A WAY FOR BULLET.

2.To understand how Royal Enfield (RE)

manages to keep customers loyal in a
country where :
the petrol prices are very high and mileage
is low.
comparatively good and cheap designer bikes
which provides new features.
other brands highly advertise their brands,
where re hardly uses advertisements.
where there is lot of competition and it is
difficult to exist in the market.

3. TO EVALUATE THE PRODUCT QUALITY

AND CONSUMER SATISTFACTION
TOWARDS THE PRODUCT BY:
whether product meets or exceeds
expectations.
by providing a competitive pricing.
meeting the inventory needs and provide
delivery of product on time.
providing better after sales service.
accuracy of accounts and courtesy towards
its customers.

Review of literature
We will focus on growing the Royal Enfield
brand in a non-extreme way -our products
will not be extreme fast or cater to
extreme sports but symbolize leisure and
adventure.
-CEO
Siddhartha Lal , MD

 ROYAL ENFIELDS MOST VERSATILE

MOTORCYCLE, ABLE TO TAKE

RIDERSALMOST EVERYWHERE THEY WANT
TO GO - ON ROAD OR OFF-ROAD.
THE ONLY MOTORCYCLE YOU WILL EVER
NEED.

Data collection AND DATA ANALYSIS

1.Primary data collection

a)Questionnaire
b)Interview method
c)Observation method

Fig showing respondents of

Royal Enfield
ADVERT
ISEMEN
TS
2%
FRIEND
S&
RELATIV
ES
76%
DEALER
S
8%
BY
SEEING

ADVERTISEMENTS
FRIENDS & RELATIVES
DEALERS
BY SEEING ON ROAD

FIGURE SHOWING THE MOST REQUIRED

FEATURE FOR RESPONDENTS WHILE
PURCHASE A BIKE
1 Cost
Style &
2power
Fuel
&efficienc
3y
Resale
4value

2%

70 70%
19 19%

80
70

9%

60
50

1 cost
2 style & power

40

3 fuel &efficiency
30

4 resale value

20
10
0
1

SECONDARY DATA
For the study of Royal Enfield we have
gone through many books such as:
Mens magazine
The Beats
Indian Rides Journal

Sampling techniques
It is a process or procedure of selecting
number of individuals for a study in a way
that the selected individual represents a
large group from which individual are
selected .
For this research we have selected simple
random sampling through secondary data
collection being adopted. This sampling
technique gives each element an equal
chance of being selected.
Characteristics:
Representative

Method of samplings
Probability
/Random
sampling

Simple random
sampling

Stratified random
sampling
Systematic random

NonProbability
sampling
Convenience
/Accidental
sampling
Purposive/Judgm
ent sampling
Quota sampling
Snowball
sampling

Research design
Explanato
ry

Descriptiv
e

Survey of literature
Experimental survey
Analysis of insight
stimulating

Observation and statistical decision are based on :

Age limit(18-25)
Higher income group

Hypothesi
s

Findings And Solutions

It is clear that most of

the users of Royal
Enfield are males
mostly because of the
manly look of the
bikes.
Users are mostly
Professional males, 2035 years of age
including some
students because of
the looks and power of
the bike
Most of the Royal
Enfield bikes doesnt

Solutions
Product
Price
Promotional strategies
Advertisements

Limitations
The sample selected for filling the
questionnaire is bcom students and this
might have affected the study findings.
Age constraint
Gender constraint
Time constraint
The project is taken up by undergraduate
students so the knowledge and the
experience of the
students is limited.

CONCLUSION

FROM THE STUDY, WE CONCLUDE

THAT:
this study has helped Royal Enfield
dealers to understand whether the
customers are satisfied or not and if
not then what are the main reasons for
dissatisfaction and providing measures
to improve it.
we can
conclude younger generation and
middle age people are more interested
in royal Enfield. the main reason

royal Enfield should concentrate more

on its advertising campaign and the
mileage of the vehicle is very
economical leading to one of the
reasons to purchase re bikes.
royal Enfield has an excellent
customer retention and satisfaction
for its power, pickup, comfort and
safety.
and also, re checks the complaints

Bibliography
Www.royalEnfield.com
research methodology by c.r.kothari
www.imagesroyalenfield.in
www.investopedia.com
www.researchworks.com
www.YouTube.com
Indian journal magazinesbeats,calendar book,coffee table

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