Marketing Management Group ProjectCase study on Revival of the Royal Enfield Motorcycles Group 7, Section B Aayushi Verma (0089/53) Bhawna Setia (0099/53) Chirag Ashok Kavdia (0109/53) Deepshika Sagar (0119/53) Doddi Durga Prasanna (0129/53) Gaurav Raj Anand (0139/53) Shivanee Pethe (FP/17/16) The company's Q1 FY’17 internal sales were up by 37 percent. They believe in staying so close to the customer. 'Enfield India' assembled these 350 cc Bullet motorcycle under license in erstwhile Chennai.R. The Indian government placed an order of 800 motorcycles.Introduction The Enfield Cycle Company popularly known for motorcycle brand Royal Enfield was founded as Enfield Manufacturing Company Limited in 1893 by Albert Eadie and Robert Walker Smith after taking over the Townsend Cycle Company of Enfield Road in Redditch.47. huge order for that time. The Bullet 350 was chosen as the most suitable bike for patrolling duties. Enfield India entered into a strategic alliance with the Eicher Group. while exports increased by 82 percent. UAE. In 1957 tooling equipment was also sold to Enfield India so that they could manufacture gears and other similar parts and start full-sized production. Royal Enfield sells bikes in 250cc and above segments and has registered total domestic sales of 4. Apart from sales in India. and later merged with it in 1994. Japan. so that they can feel their pulse. In 1955.44. Its board has given an in-principle approval for setting up a third plant at its Oragadam manufacturing complex near Chennai. It was during this merger that the name Enfield India changed to Royal Enfield. the Indian government started looking for a suitable vehicle for the police and the army on the country's border. uniqueness. Argentina and several other countries through 40 importers and over 300 dealers across the globe. and the motto "Made like a gun". Royal Enfield bikes were being sold in India ever since 1949.527 units in CY 2015. The company management is looking to achieve a production capacity of 620. UK . The Royal Enfield carries the legacy of a weapon manufacturer and is reflected in the logo embracing the cannon.483 units as against 1. Having an Offbeat status the Royal Enfield motorcycle is known for its versatility. Royal Enfield UK terminated production in 1970 which subsequently led to dissolution of the company in 1971. Thus In 1955. France. K. long-lasting performance and sturdiness. Its total sales for the period stood at 1. Korea. Royal Enfield has set up has a wide network of 11 Brand Stores. Sundaram Iyer founded Madras Motors in Chennai with intent of importing British motorcycles to India which later partnered with Redditch Company to form 'Enfield India' Motorcycles are currently manufactured in Chennai in Oragadam manufacturing complex . Royal Enfield also won a contract from Imperial Russian Government. Royal Enfield produced large no of motorcycles to support centrally involved Britain at the time of outbreak of World War 2. Germany. Later in 1901 the very first motorcycle was produced with Minerva engine placed in front of the steering head and rear wheel drive. Royal Enfield means more than just bike .06. which is expected to enhance the production capacity to about 9 lakh units in FY’18. As per their agreement Madras Motors owned the majority (over 50%) of shares in the company. Bahrain.All the parts used in the bikes are sourced from Indian vendors mostly from automotive industry.613 units during same period previous year.000 units for the calendar year 2016. It started by supplying rifle parts to the Royal Small Arms factory in 1892 in Enfield and thus gets Royal in its name and stature and trademark “Made like a Gun” . and over 200 Authorized Service Centre in India. This aided improvement in motorcycle technology and several legendary models were developed including legendary Bullet. The only motorcycle manufactured in India synonymous with adventure and leisure riding. In 1990. 250 dealers in all major cities and towns. the Company also exports motorcycles to 42 countries like the USA. the model with longest production run. Royal Enfield has concentrated more on building its brand around the values that the brand stands for. Indian Army was searching for a bike that would be suitable for patrolling. Royal Enfield WD/RE. With biked like Thunderbird. as establishments of Indian arm separated the business. many models of 350 cc Bullets were introduced like 350cc Trials “works replica” version. Rider Mania in Goa which attracts Royal Enfield riders from all over the world. Few bikes which brought huge profits to Royal Enfield were 225cc two-stroke single. The company organizes annual events and rides such as the Himalayan Odyssey. the Ultimate Highway Cruiser. While changes in these bikes were made in seating. the Tour of Rajasthan and the Southern Odyssey to keep up the spirit. Eventually. be it the power and distinctly styled bike segment or the classic bike segment. The Tour of NH-17 (Mumbai to Goa). The fewer supply of Bullet gave space to the market Japanese bikes and this led to the shut of Britain unit of Royal Enfield. Advancement in the 350cc Bullet increased its demand among costumers while this led to a decrease in demand of 500cc Bullet Bikes. The company is all set to augment its strong position.To develop an allinclusive ecosystem of leisure motorcycling. handlebars and fuel tank but the engine was not changed. The complete assortment of Royal Enfield apparel and gear will now be available on the e-commerce portal ranging from helmets. Between 1956 and 1960. Royal Enfield Bullet was first introduced in India and since then its base was slowly growing in India. Royal Enfield was to unable to meet the demand due to the large time required for the production of bikes. faced downfall in sales after ruling the market of motorcycles for 40 years.976 cc twin. Flipkart. With the finest teams .350 CC four stroke and 500cc bikes. committed workforce and brightest leadership in the country . and head-gear to lifestyle products such as shoes. the company has a unique value proposition to the consumers and open culture to engage customers . During the 1960s. It also organizes the Annual festival of biking. riding gear. The demand of RE interceptor was very high as compared to the supply of the bike. Enfield India In 1949. instrumentation. Started its production in India. Indian Army thought Bullet to be the best choice for Patrolling as it had strongly built structure and engine quality. It completed 1 mile in 52 seconds i. Redditch company collaborated with Madras motors to form Enfield India and to set up a factory where assembling of parts was done. the British arm of the . In 1955.e. especially for the US market. T-shirts and jackets. British Royal Enfield had the majority of business in the US. light weight and to counter this Royal Enfield designed a new bike RE Interceptor. In Jun’16 Royal Enfield declared collaboration with one of India's top e-commerce portals. the top notch leader in the bikes segment. While from 1955-1965. a 350cc “Clipper” model and the Airflow version. Few technical changes were as well done in 350cc bikes like alternator charging and coil ignition etc. easy availability. saddle bags. Rising demand of Bullet Bikes in India led to the advancement of infrastructure in Madras factory and till 1957 Enfield India LTD. it supported the speed of more than 175km/h. In 1965. the Tour of Rann of Kutch.to its customers. Problems Faced By Royal Enfield over the Years Royal Enfield. Japanese motorbikes became popular in the US because of the cheaper price. the company stopped manufacturing 500cc bikes. Royal Enfield strongly promotes leisure motorcycling as a lifestyle and encourages the Royal Enfield riders/owners to keep riding. The order of 800 350cc Bullets was placed from Indian Army. the brand is conceived as a machine in a class of its own and synonymous with both luxury and adventure. it sends of belonging to the exclusive community with unfading passion and emotion. Government of India has taken various initiatives to boost indigenous manufacturing . Problems faced by RE 350 cc in India in 21st century between 2000 . but these changes were not incorporated in Indian arm due to the order placed by Indian Army. one person replaced the battery 3 times after that as well. the problem was not removed. Indian owners didn't change anything in the model. Their move to not focus on changing the features like mileage and improving the quality of parts Bullet led to the decline of its sales in the 1980s because till this time customer were concerned about these things.1% to country’s gross domestic product (GDP). The issues which were repeatedly seen were the sudden on-off of the headlights and the onset of monsoon created the problem in starting the bike by self-start etc. and engine failures led to the decline in sales. Between1980 and 1990. the then COO had to convince the board members of the Eicher group to not shut down the manufacturing of RE bikes. (Refer Exhibit 2) Industry Analysis The automobile sector in India plays a very crucial role contributing 7. Old cast iron engines were not fueled efficient. Another with the Bullet was the large size of its engine and it also competed with bikes having 100cc engine but its size was less than 1/3 the size of the engine of Bullet. These engines required the frequent servicing of the bikes with increased the maintenance cost of the bikes. Siddhartha Lal .company made changes in the Bullet like changes in gear ratios .2010 Battery of the RE 350cc proved to be a problem for the well-established image of RE bikes. Lowering of share resulted in the bankruptcy of the company and Eicher group took over the Royal Enfield India Ltd. The loosening of the wiring of headlight and clutch hassled bike riders. the Bullet Bikes in India was competing with the Yamaha RD350 and the Yezdi. The use of old cast iron engines resulted in the lower performance of the bikes. the sales of RE Bikes increased from 2012. The service centers didn't cater the problem with bikes efficiently. electrical failure. In 1990. One of the complaints was that the battery was fully discharged just 6 months after the purchase of the bike and the bike till then only covered 2800 km. to revive the company and again turned it profitable. The dealers stopped selling the RE bikes and company incurred huge loss. there was oil leakage as well in those engines. not even the fundamental improvements were incorporated in the 350cc Bullet for 29 years since 1955 and this was the reason for the decline in the quality of parts of Bullet. This is the reason behind the difference of operations of Indian arm and British arm. And on the other hand. the share of Royal Enfield came down to 5% from 22-30% (share early of the 1980s) . After the adoption of Unit Construction Engines (UCE) and changes in the administration of the organization. The continuous increase in the popularity of the Harley-Davidson because of the hassle free services provided by the American Bike than the RE bikes was the another reason for lower sales of RE Bikes.moving to alternator charging etc. These are not the racing bikes. Bikes had the huge fan following but there were the lot of complaints about fuel leakages. (Refer Exhibit 1) All these problems resulted in the lower sales of the Bullet. Another issue which every "bullet" report is the slow speed of the bike. 50.rediff. May 20.1 70.1 73. During the 1960’s many automobile manufacturers were granted licenses to increase indigenization of the sector. Till the 1980’s there were only three major motorcycle manufacturers namely 1 Nations with MOST number of cars per 1. “Study on Two Wheeler Market Segmentation and its Strategy in India”. MARKET SHARE SEGEMNT WISE 2011-12 2012-13 2013-14 2014-15 2015-16 Scooter 19. with motorcycles accounting for the majority share of 65%.7 4. Of all the vehicles categories.2 30. 2016. Japan (597 per 1000)1. Scooter and Moped.000 . http://www. affecting the growth of these sectors as the rural sector has been hit with consecutive draught years. low per capita income.000 .110 cc 125+ cc >150 cc Premium 40.000 50.pdf Competition Exhibit 4 lists the major brands and their respective market share in the motorcycle segment of two wheelers. Segment Power Mileage Price Range (INR) Economy > 55 kmpl 50 .4 Source: “Two-wheeler market to have touched Rs 820 billion in 2015-16”. The demand of both the motorcycle and mopeds are primarily rural demand.Motorcycle. The Government of India encourages foreign investment in the automobile sector and allows 100 per cent FDI under the automatic route. https://www. 2011. mileage and price range.6 Motorcycle 75.ijsr.jspx?serviceId=5&State=null#storyId#119895#sectionId#2645#newsFeedId#undefine d Two wheeler vehicles are categorized into three segments based on their power. Royal Enfield positions its entire model in the premium segment.8 67. International Journal of Science and Research (IJSR).2 24.underrates pet project of “Make in India”. This may be attributed to the congested layout in major part of the country.V.65.3 28.1 65 Moped 5.crisilresearch. high fuel efficiency. September.7 4. The two wheeler segment is divided into three segments . low cost and maintenance.8 5.com/industryasync.000 Market Share 23 56 21 Source: Saillaja .net/archive/v4i10/SUB158925.000 >65.com/business/ .9 4. Although India has a low per capita ownership of automobiles of 18 per 1000 people compared to various developed countries such as US (687 per 1000). https://www.1 21.000 people. 2wheeler contributes to more than 80% of the vehicles sold in India (Refer Exhibit 3 Domestic market Share Vehicle Wise 2015-16).55 kmpl <50 kmpl Executive 100 . The company has maintained its position as the second largest manufacturer in India and has models placed in all the sub-segments. After thorough analysis of Strengths and weaknesses of Royal Enfield. Around 90% of the proposed new launches by the company are targeting the premium segment. The current FDI policies have opened gates for everybody. REML was amongst the few who managed to have a very high growth in both domestic sales (54%) and exports (32%) despite the industry in general facing downturn in both of them.85 crore. This turnaround points out to key decisions of one person who believed in Enfield and gave it another chance when the brand was going through a very unprofitable phase. Yamaha: Yamaha entered the Indian economy because of the relaxation in the restriction on foreign players entry. It has the majority market share in the premium segment owing to the launch of various models of its Pulsar range. marketing and branding to revive itself from its position in 2000. . sales and distribution. it has increased its market presence from almost negligible to 5% of the motorcycle segment. Harley Davidson and Triumph have started making their mark in the Indian market by launching various models at competitive prices. it was after that foreign players were allowed to enter the Indian economy. The company has over the years increased its share in this sub-segment by launching various variants and also planning its future launches in this segment. He came up with a strategy to revive the cult brand to its previous glory.49 crore in revenues and makes a net profit of Rs 1229. Revival Eicher motors share prices have shot up from Rs 17. Bajaj decided to enter into JV with KTM and Ninja to increase its market share in the premium segment. Also facing stiff competition in this segment. Siddhartha Lal. has one of the oldest manufacturers of two wheelers in India. a third generation member of Delhi based lal family stood up to the board to give Royal Enfield another chance. Exhibit 5 gives the market share of various players in the premium sub-segment of motorcycle sales. Bajaj: Bajaj Auto Ltd. Siddhartha made several critical changes. it made its entry into the Indian economy with Vespa. increasing competition for Indian manufacturers. Royal Enfield brings in about 80% of these profits.Enfield. Escort and Rajdoot. but has 4 out of its 6 models placed in the premium segment. Eicher Motors earns over Rs 6419. Immediately after taking over as CEO. Lal. was 26 and an unabashed bullet fan when he took over as CEO of Royal Enfield in 2000. Targeting all of its models in the premium segment. Although it doesn't have a majority share in the motorcycle segment. Global Players: With the entry of various global players either through Joint Ventures or through their own subsidiary has made the competition in the premium segment very stiff. In FY16. Royal Enfield has taken many initiatives and strategical decisions covering all aspects production.50 in 2001 to Rs 22380 in 2016. The brand. Under the leadership of Lal.000 bikes. This means that most emerging markets can be targeted with serious bikers as their prime target demographic. goes like a bullet” to add a sense of speed and freedom to the existing brand values. The initial customers were mainly army men and other law enforcement officials which gave it an aspirational value. authority and affluence. it was taken over by Eicher Motors and is now an Indian brand. Quality of bike components were improved through fine tuning of shop floor process. Lal thought of building all Enfield products on a single platform which would result in maximizing the economies of scale. Supply side quality was improved. Change in gear position and engine were some of the key changes implemented.000 bikes in 2005. In 1994. In the span of 5 years. Their first advertisement was “Shaan ki sawaari” which associated owning a RE with the pride of the ownership. In order to meet the strict emission norms implemented. the old iron engine was replaced with the modern aluminum engine. But the company should expand its manufacturing scale. Upshot of Sales Eicher motors were selling approximately 25. Divesting of business Before the revival phase. Promotional Campaign and Branding The Royal Enfield brand was first established in the early 1900s. in India was initially seen as synonymous with power. All off Res branding activities revolve around communicating this message.Product – Enfield primary challenge was to bring in changes to product quality to make bike more acceptable. the group holds multiple subsidiaries in diverse sectors like tractors. adventure. The new engine has 30% fewer parts and produced 30% more power with better fuel efficiency. life and travel. lal and his team had a tough task at hand. Refer Exhibit 6 for complete 5 years sales data for Eicher motors. The brand signified strength and durability which was reflected in their campaign motto “Made like a gun”. retaining the old look which was more acceptable by Enfield fans.000 bikes on three different platforms." recalls Lal. He thought that the fixed costs should accompany a minimum capacity of 100." says Lal. The company was able to sell 50. sales increased 600% from FY 10 to FY 14. Royal Enfield’s have an aspirational yet achievable image. the product quality improved which reflected the increase in sales. trucks. Keeping in mind that any major change to look and feel of the bike would damage the loyal market segment. Brand communication is tricky as the brand has to communicate the idea of independence and adventure while maintaining the brands heritage. Royal Enfield also embarked on a large scale internal exercise to tune up performance. Lal decided to divest 13 businesses and divert the focus completely on Royal Enfield and trucks business. "This set the building blocks for the next decade. Now the brand values have shifted focus to being associated with independence. After the company decided to rebrand in the early 2000s the advertisement communicated the . With the takeover. motorcycles. two businesses where he believed the group had a genuine shot at leadership. "I was clear that it would be an amazingly profitable business. But they failed to capture major market share in none of the sectors. the brand motto was changed to “Made like a gun. and footwear. all being made present at the same dealer.309 motorcycles were sold in international markets seeing an annual growth of 16. Royal Enfield sold 5. They follow the philosophy that the showroom and product is the advertisement for the brand. supply of spare parts and servicing of the motorcycles. which encourages footfall from their target demographic. They run a trip story blog through their website which encourages bikers to travel and write about their experiences. Domestic Business The same annual report mentions that Royal Enfield has significantly expanded and upgraded its distribution network throughout India. which provides for creating a store ambience that showcases the company’s natural strengths and the promise it mentions extensively as a part of their promotion named “Pure Motorcycling” (Refer to . Royal Enfield invests heavily in consumer engagement programs through their Royal Enfield Mania channel. This ensures that people in case of repurchase will always Royal Enfield over the competing brands. made exclusively for owners of Royal Enfield. gloves. They have used social networking sites such as Facebook and their website to successfully generate a feeling of community among the consumer groups. A lot of young RE owners have purchased RE bikes with a motive to be a part of these exclusive clubs. The company talks about an initiative to upgrade all its dealerships to inculcate its new “Brand Retail Identity”. t-shirts. Sales and Distribution The company claims to be driven by deep knowledge of the customers’ needs with an understanding of the cultural variation to be able to provide a more holistic set of offerings to the customers.4% over 2013-14. which is a highly coveted club among the youth. one of REs top product.message of “Jab bullet chalet oh duniya raasta de” which associated the brand not only with pride. riding jackets and boots.653 motorcycles. Also. it said to have added nearly 100 new dealerships taking the total dealership network numbers to over 500. A major share of publicity is garnered through these events with extensive media coverage and display in automobile shows. RE also has a range of merchandise such as helmets. Thus. registering an annual growth of 56. The present figures for the same is over 600.099 units of motorcycles in 2015-16. Brand communication is majorly done through the RE Bikers Club. Royal Enfield’s have been widely portrayed in movies as the ‘hero’s preferred vehicle increasing its aspiration value in a country that runs on Bollywood. In the year 2015-16. 9. Of 2015-16 sales. (Refer to Exhibit 8). which included sale of motorcycles and gear.07. RE uses a lot of social media and online marketing.4% as compared to 2013-14 sales of 2. but the respect and awe one earned with owning a Bullet. A/c to Eicher Motors . (Refer Exhibit 10) The company dealers are equipped to help customers several ways. Rider Mania which further the sense of belongingness to the brand. RE showrooms have designs and are in primary locations such as Khan Market in Delhi and Linking Road in Mumbai. The brand organizes adventure and fun filled trips such as the Himalayan Odyssey. most recent annual report (FY 2015-16).08. Being a cult brand RE does not use television and outdoor hoardings as a general rule. Way Forward: 2016 and beyond As described in their annual report 2015-16. two in London and one each in Jakarta. It offers its servicing services in 57 of these of countries. Royal Enfield is present in the developed countries. they have. jackets. pit shirts. boots. Paris. respectively. The space in these retail dealership stores also puts in showcase the entire range of Royal Enfield motorcycles and gears. Bangkok. Between these two. The customer finds the merchandising and the product display quite interesting. accessories to various protective gears including helmets. Territory & Area Managers.North. East. Royal Enfield aims to “Own the ‘Pure Motorcycling’ mind space globally” with the emphasis on “Protect and grow India along with Focused strategic international thrust”. South and West. The Genuine Part Distribution though is just limited to India. (Refer Exhibit 9) The whole idea behind this revolves around the “highly differentiated” retail experience the company seeks to create. which get further subdivided into dealerships according to the market size and industry. it believes markets in Latin America and South east Asia will be its market drivers. the company will work along the lines to “Deliver exciting and evocative new motorcycles” . However. (Refer Exhibit 12). marketing and riding plans and initiatives of the company. divided into four regions . which is headed by Regional Managers. Sales Structure The primary unit of the sales organization in Royal Enfield are its dealers and salespersons spread all over India. etc. These stores would pioneer the sales. gloves. riding trousers.Exhibit 7. The gears on display range from apparels. It has also setup twelve exclusive Royal Enfield stores which includes five in Colombia. t-shirts. including the UK. In future. the company in its annual reports that it had set up 100% subsidiaries in North America and Brazil to cater what it describes to be as one of the most important markets in the world and one of the biggest motorcycle markets in the world. Each territory contains such two to three dealerships. It has a dealership presence in 60 countries. The four regions are subdivided into according to the states those region comprise. the US and in Europe as a maker of modern classics for many years. International Business Royal Enfield operates extensively in markets outside India as well. excluding India as of August 2016. In the year 2015-16. They all are headed by a National Head of Sales. These places add up in serving as an interaction arena for motorcycling enthusiasts and their conversations. Madrid and Dubai. 11). Retail Redesign The company takes inspiration from its brand philosophy in working out a new ambience of its retail stores which derives close similarity to the ambience and planning in the living room of an ardent motorcycle aficionado. which has resulted in highly differentiated look of the stores securing more customers and thus the sales. This was possible because they never followed their competitors. Continuing with the same approach in future.The report highlights that the company exceeded its own expectations. Siddhartha Lal. A sense of phenomenal growth comes from the fact that sales rose from 52000 in 2010 to 500000 in 2015. Following from the excerpt of an interview by company’s CEO. First step would be to become a relevant player in foreign market. it wishes to expand the size of the market. they created their own niche which led to this exceptional achievement. to serve the biking enthusiasts of the US and Europe. 1 in the mid-sized motorcycle category. Eicher Motor’s management aims to transform Royal Enfield into an organization led by its front-end customers rather than being driven by engineering innovations. It wishes to emerge as a segment leader. This decision is only put forward to bring forth how the company will take its future engineering decisions – Based on where the consumers want the brand to go to! The driving force behind all strategic management decisions will be to offer a holistic product to its customers to give them an unparalleled experience. But the management feels that the Classic motorcycle is now losing its novelty value and they need to prepare themselves for the new phase for the company. With an optimistic mindset and aim of continuing with the current growth rate. Royal Enfield has estimated its 2016-17 sales at 675000 motorcycles. they are planning to invest close to Rs. Then. To push it share in foreign markets.the largest 2 wheeler marketplace when it comes to revenue. future plans include setting up a marketing and distribution subsidiary in the US . Second. the UK’s research Centre is likely to launch its most powerful 600-650CC twin cylinder motorcycle next year. in the previous year. “The Company will take a four stage approach in its foreign foray. while the upcoming project will have all that a global buyer will seek from the brand. instead. the Hindu Business Line also reports the company’s plans to go global. Coming to the R&D expansion plans. the demand for mid segment motorcycles will continue to grow. The Himalayan has been built for the Indian market. Since Indian economy is growing at a fast clip and median age distribution leaning towards the age of 25. And finally. a methodology followed by other automotive firms. But this shouldn’t be inferred as company’s negligence to importance of engineering and manufacturing in driving up the sales. The recently introduced Himalayan motorcycle is part of that strategy. unlike offered by any other potential rivals.600 crores to set up two technical centers. Its target is to be the world no. both in revenue and profit. churning out to be a big player in motorcycle market” . one for product development to enhance their manufacturing capacity and second channeled towards market development activities across geographies. In its most aspiring undertaking till date. With exclusive stores already opened up in malls and high streets in India. 2015. February 22. http://qz.Exhibits Exhibit 1: Comparison between Sales volume of Harley Davidson and Royal Enfield Source: “Quartz India website”. 2015.looks-unstoppable/ Exhibit 2: Sales volume data of Royal Enfield from 2002 to 2014 Source: “Quartz India website”.com/348552/how-royal-enfield-won-over-the-indian-motorcyclist-and-now. http://qz. February 22.com/348552/how-royal-enfield-won-over-the-indian-motorcyclist-and-now-looks-unstoppable/ . 8 3.5 24.7 Royal Enfield 4 1.com/industryasync.8 53.9 5 5 4.jspx?serviceId=5&State=null#storyId#119896#sectionId#2646#news FeedId#undefined .2 1.7 HMSI 7.Exhibit 3: Domestic Market Share Vehicle Wise 2015-16 Exhibit 4: Motorcycle Player wise Market Share BRAND 2011-12 2012-13 2013-14 2014-15 2015-16 Hero MotoCorp 55.8 52.2 5.4 14 TVS Motors 6.8 16.2 6. 2016.crisilresearch.2 51. May 20.9 52.7 11. https://www.8 15.4 20 16.7 0.5 6.9 3 4.5 17.5 Others Source: “Hero MotoCorp continues to dominate motorcycles market”.4 Bajaj 25.5 5. http://www.jspx?serviceId=5&State=null#storyId#119896#sectionId#2646#news FeedId#undefined Exhibit 6: Sales of Enfield bikes of Eicher Motors from FY 2010 to FY 2014 350000 300000 250000 200000 150000 100000 50000 0 2010 2011 2012 2013 Sales Source: “Eicher Motors Annual Report”.in/uploads/1427358485_Downloads_AnnualReports_AR2K14.pdf 2014 .1 Hero MotoCorp 5.5 TVS 11.crisilresearch.6 Source: “Hero MotoCorp continues to dominate motorcycles market”. 2014. 2016. May 20.6 HMSI 8.8 Others 3.2 Enfield 22.com/industryasync.eicher. March 31st.2 Yamaha 13.Exhibit 5: Player wise Market share in Premium segment FY 2014-15 BRAND PERCENTAGE Bajaj 35. https://www. eicher.in/ Exhibit 8: Sales CAGR of Royal Enfield Source: “Eicher Motors Annual Report”. March 31st.in/uploads/1427358485_Downloads_AnnualReports_AR2K15. http://www. http://www.Exhibit 7: Royal Enfield 350cc complete motorcycle experience Source: “Eicher Motors Website”.pdf . 2015.eicher. 2016. Exhibit 9: Royal Enfield gear store Source: “Eicher Motors Website”. 2016.in/ Exhibit 10: Distribution network of Royal Enfield across Indian states Source: “Pro Kerala Website”.com/bikes/royal-enfield/dealers/ .prokerala. http://www.eicher. http://www. 2016. pdf .ece Exhibit 12: Global presence of Royal Enfield Source: “Eicher Motors Investors presentation”.com/specials/auto-focus/we-will-create-a-pure-motorcyclingexperience/article5635517.thehindubusinessline.eicher. January 30th 2014. http://www. 2015.Exhibit 11: Interview of company CEO regarding sales experience Source: “The Hindu Business line Website”. http://www.in/uploads/1449031031_eicher-27-11-2015. Exhibit 13: “Everybody makes way for a bullet” Advertisement Exhibit 14: Travel Story Blog . com/about/ http://www.com/news/two-wheelers/motorcycles/royal-enfielddomestic-sales-jump-34-in-june/53016539 http://www.References: http://www.in/uploads/1466253126_eicher-annual-report-2015-2016.com/specials/auto-focus/we-will-create-a-puremotorcyclingexperience/article5635517.com/article/management/40-years-ago-and-now-royal-enfieldrode-straight-into-a-need-gap-114111201429_1.com/tag/royal-enfield-case-study/ https://royalenfieldbullet.indiatimes.business-standard.com/history-royal-enfield/ https://wethriveindia.pdf http://www.com/tag/royal-enfield-case-study/ https://royalenfieldbullet.slideshare.wordpress.html http://www.wordpress.cms .com/business/Industry/royal-enfield-records-50-sales-growth-in2015/article8054792.wordpress.com/about/ http://www.html http://www.pdf http://royalenfield.com/article/management/40-years-ago-and-now-royal-enfieldrode-straight-into-a-need-gap-114111201429_1.royalenfieldblog.in/uploads/1466253126_eicher-annual-report-2015-2016.com/history-royal-enfield/ https://wethriveindia.com/aboutus/overview/ http://auto.eicher.com/bikes/royal-enfield/dealers/ http://www.ece https://royalenfield.pdf http://www.eicher.royalenfieldblog.thehindubusinessline.wordpress.indiatimes.business-standard.in/uploads/1449031031_eicher-27-11-2015.net/vinayksh/sales-and-distribution-project http://economictimes.prokerala.ece http://www.economictimes.com/motorcycles/thunderbird-500 http://www.thehindu.eicher.com/industry/auto/news/two-wheelers/motorcycles/royalenfield-sets-up-direct-sales-subsidiary-in-the-us/articleshow/48516887.
Report "Royal Enfield Casestudy_ Group 7_Section B.pdf"