Name- Koushik Mahanta
Enrolment No.- 1-21-059
Subject- Consumer Behaviour
Batch- 2021-2023
Royal Enfield
Sl. No. Topic Page No.
1 Introduction to brand 01
2 Brief history of the brand 02-05
3 Brand anatomy and brand personality 06
4 Product/service category and major competitors 07-09
5 Segmentation variables 10-13
6 Consumer profiling (target market) 14-16
7 Road ahead 17
Royal Enfield
BRAND NAME: ROYAL ENFIELD
TAGLINE: “Made like a gun”
BRAND LOGO:
Royal Enfield
INTRODUCTION OF THE BRAND
Royal Enfield is a well-known automobile company that primarily deals in manufacturing of
motor cycles. Royal Enfield was a brand name under which The Enfield Cycle Company
Limited of Redditch, Worcestershire sold motorcycles, bicycles, lawnmowers and stationary
engines which they had manufactured. Royal Enfield is a company based in India whose
headquarters in located in Chennai. Enfield Cycle Company also used the brand name Enfield
without Royal.
The first Royal Enfield motorcycle was built in 1901. Apart from that, it produces
lawnmowers, stationery engines and rifles. The company's motto, "Made Like A Gun",
reflects its weapon making legacy. The Enfield Cycle Company is responsible for the design
and original production of the Royal Enfield Bullet, the longest-lived motorcycle design in
history. Enfield's remaining motorcycle business became part of Norton Villiers in 1967 and
that business closed in 1978.
The company was founded as Enfield Manufacturing Company Limited in 1890. It produced
its first ever bike under the brand name of 'Royal Enfield' in the same year in Redditch,
Worcestershire, England. Albert Eadie and Robert Walker Smith were the founders of
Enfield Manufacturing Company Limned that ceased to exist after 1971.
Royal Enfield
HISTORY
George Townsend set up a business in 1851 in Redditch making sewing needles. In 1882 his
son, additionally named George, started making components for cycle manufacturers such as
saddles and forks. by means of 1886 complete bicycles were being sold beneath the names
Townsend and Ecossais. This business suffered a financial crumble in 1891. Albert Eadie,
sales manager of Birmingham's Perry & Co Ltd, pen makers who had begun to supply
additives for cycles and Robert Walker Smith an engineer from [Link] & Co were chosen
by means of Townsend's bankers to run the business and in 1892 a new organization was
included named Eadie production company limited based in Snow Hill, Birmingham turn in
1907 after extreme losses in their newly floated Enfield Autocar business Eadie production
and its pedal cycle component business was absorbed via BSA. Years later the BSA
chairman was to tell shareholders the acquisition had "done wonders for the cycle branch".
Eadie still retained a separate identification while Raleigh bought BSA's cycle interests in
1957.
Eadie had won contracts to deliver precision parts for fire arms to the authorities’ long-
installed Royal Small arms factory at Enfield, Middlesex, now the London Borough of
Enfield with its offshoot in Sparkbrook and had assumed the brand name Royal Enfield. In
1896 in addition they incorporated a new subsidiary organization, the brand-new Enfield
Cycle company limited to handle a lot of the cycle work and in 1897 Enfield making
complete cycles as well elements for different assemblers took all of the cycle assembly work
from Eadie.
Enfield diversified into motor cycles, 1901 and motor cars, 1902. The motor branch was put
into a separate subsidiary, Enfield Autocar company limited incorporated in 1906 and
established in new works at Hunt end, however Enfield Autocar after just 19 months reported
a tremendous loss and, aside from Eadie himself, shareholders had been unwilling to provide
more capital so in early 1907 Eadie sold his control of Eadie production to BSA. Albert Eadie
and Robert Walker Smith had been appointed directors of BSA earlier than the proposed sale
has been put to shareholders. the brand new combined BSA and Eadie business manufactured
"army and sporting rifles, (pedal) cycle and cycle components, motor-cars etc. BSA and
Royal Enfield
Eadie cycle specialities". but there were nevertheless minority Eadie shareholders along BSA
in 1957.
In 1909 Royal Enfield’s first V-twin, using a 297cc Swiss-made Motosacoche engine, is
launched at the Stanley Cycle Show. The model achieves numerous competition successes
the following year, including in the John O’ Groats to Lands End Trial. After that in the year
1914 Royal Enfield's first 2-stroke motorcycle goes into full production. As Britain becomes
embroiled in World War I, production of the company’s biggest motorcycle, the 770cc 6 hp
V-twin, takes precedence. During the conflict, the company supplies motorcycles to the
British, Belgian, French, United States and Imperial Russian armies.
In the year1924, Continuous development results in a range of 8 models, including the launch
of the Sports Model 351, the first Royal Enfield 350cc OHV 4-stroke motorcycle with foot
operated gear change. A unique 225cc 2-stroke step-through 'Ladies Model' is also
introduced. Moreover in 1930, the decade begins with a diverse eleven model range, from the
225cc 2-stroke Model A to the 976cc V-twin Model K. New 350 and 500cc side-valve and
overhead valve machines with dry-sump lubrication are also produced. After that in 1933,
the ground-breaking Model Z 'Cycar' goes on sale. Aimed at commuters, this 148cc 2-stroke
features a fully enclosed engine and leg shields to protect its rider from the worst of the
elements.
From 1939-1945, Royal Enfield produces large quantities of military motorcycles, bicycles,
generators and ant-aircraft gun predictors during the Second World War. The most iconic
model is the 125cc 'Airborne' motorcycle known as the Flying Flea. These 126cc 2-strokes
can be loaded into specially fabricated parachute cradles and dropped with paratroops behind
enemy lines.
In1949, the new 350cc Bullet and 500 Twin models are launched in the UK. Both bikes share
the same frame, swinging arm suspension, telescopic front forks and gearbox. K. R.
Sundaram Iyer launches Madras Motors to import British motorcycles into India, including
Royal Enfields. After 1952, Madras Motors receives an order from the Indian Army for 500
350cc Bullets. The motorcycles arrive from Redditch in early 1953 and prove to be a great
success, being both hardy and easy to maintain.
Royal Enfield
In 1956, the Tiruvottiyur factory opens and Bullets begin to be manufactured under license.
Initially, these machines are shipped from England in kit form then assembled in the Madras
plant. A total of 163 Enfield India Bullets are built by the end of the year.
Moreover in 1964, the iconic Continental GT café racer is launched to great acclaim when a
team of journalists ride one from John O’ Groats to Lands End in under 24 hours, including 8
laps of the Silverstone circuit. The GT features a fibreglass racing petrol tank, clip-on
handlebars, rear sets, a humped race seat, rev counter and a swept-back exhaust.
From the year 1977, Enfield India begins exporting the 350cc Bullet to the UK and Europe.
Sales grow rapidly as the bike develops a following amongst classic motorcycle enthusiasts.
After that in 1989, a new 24 bhp 500cc Bullet is released. The bike is primarily aimed at
export markets where it is available in Classic, Deluxe and Superstar trim.
In 1993, Enfield India produces the world's first and only mass-manufactured diesel
motorcycle. Known as the Enfield Diesel, it uses a highly fuel efficient 325cc power unit
installed in the standard Bullet rolling chassis. In 1997, Forty Royal Enfield motorcycles
climb to Khardung La, the world’s highest motorable pass, setting a precedent for epic rides
across some of the world’s most difficult terrain and creating a blueprint for the annual
Himalayan Odyssey ride.
After that in 1999, Utilising the design skills of Austrian company AVL, production of a
revised 350cc all-aluminium lean-burn Bullet engine, known as the A350, begins at a new
Royal Enfield plant near Jaipur, Rajasthan. In 2002, the Thunderbird, a stylish lean burn
cruiser, is launched. It features the first 5-speed gearbox used on a Royal Enfield since the
1960s. More than a 1000 Royal Enfield motorcycles of all ages descend on Redditch for the
Royal Enfield Owner’s Club ‘Redditch Revisited’ event.
In 2004, the Electra X, an export Bullet with a 500cc version of the all-alloy lean burn
engine, goes on sale. The retro-styled ‘Bullet Machismo’ is rated the ‘No.1 Cruiser’ in a TNS
Autocar survey. From 2008, the Thunderbird Twin spark is launched in India with the new
Unit Construction Engine (UCE). Royal Enfield begins exporting the Classic, India’s first
500cc EFI, Euro III-compliant motorcycle, to European markets.
Royal Enfield
From 2011, Royal Enfield riders around the world are encouraged to go for a ride on the
inaugural ‘One Ride’ event. It becomes an annual ride, taking place on each first Sunday in
April, the company acquires 50 acres of land at Oragadam for its new plant. A factory
organised trip crosses the Nepalese border for the first time with ‘Tour of Nepal’.
In the year 2013, manufacturing commences at Oragadam, Tamil Nadu. This state-of-art
factory, which includes a robotic paint facility, will be the nucleus of Royal Enfield’s future
global ambitions.
In 2014, Royal Enfield introduces a new retail experience in India with the opening of the
first-of-its-kind exclusive gear store at Khan Market, New Delhi. Moreover, in year 2016,
Royal Enfield debuts the Himalayan, its first adventure motorcycle. With an all-new 411cc
SOHC engine and long reach suspension, it’s designed to give adventurous riders the right
tool for all roads and no roads.
From 2017, the new 650cc Royal Enfield Interceptor and Continental GT twins are unveiled
at the EICMA Motorcycle Show in Milan, Italy, and at Rider Mania in Goa, India. The
company opens its first café, called the Royal Enfield Garage Café, in Baga, Goa. In 2018,
Cayla Riva, an 18-year-old racer from California, sets a new land speed record of 157.053
mph during Speed Week at the Bonneville Salts Flats. Her bike, a Continental GT 650 twin,
is specially prepared for Bonneville with S&S Cycle engine [Link] a Harris Performance
frame.
Royal Enfield
Brand anatomy
Transparent, Diverse and Empowered Culture
We find new ways of doing things and take everyone along. Our people are empowered to
seize new opportunities and create a diversity of thought. There is respect for ideas, people
and differences. We are driven by ethics and our goals are shared, just like our values.
Undefined.
An Iconic Timeless Brand
Since 1901, we carry the legacy of expert workmanship while building simple, pared-down,
pedigreed British engineered authentic motorcycles. Our brand translates this history into
modern-day motorcycling for our riders, thus kick-starting the lifelong pursuit of exploration.
Smartly Differently People
Our team is unconventional and sets new standards of innovation. Encouraged to think
outside the box, we are not afraid to take risks and express our authentic selves. Bold and
unique in every way, we believe in changing the rules of the game.
Boundaryless Opportunities
Our strength lies in being flexible. We collaborate and co-create to realise our true potential
as a team. There are no borders in our world and we harness the power of our communities
inside and outside alike. Our focus is to be agile, adaptive and intuitive as we find newer
opportunities to grow and tougher challenges to rise.
Royal Enfield
Product Category of Royal Enfield
Royal Enfield Classic 350
The Royal Enfield Classic 350 carries the formidable lineage of the brand, along with
offering a power-packed proposition for those into stylish and iconic motorcycles.
The Royal Enfield Classic 350 looks almost the same as its previous version,
although all the body panels are completely new. The design carries the same
signature components which look commanding on the road. This design philosophy
was instrumental in transforming the brand over the last few years and it has been
faithfully retained here. Royal Enfield has also transformed the overall fit and finish
considerably along with scaling up component quality. The updated bar-ends,
balloon-grips and levers are nice along with the cubes for the switchgear. The fuel-
filler cap is positioned better this time around. The front pegs are also revamped and
the seat offers more support. The twin spring-system under the rider’s seat has been
replaced by a fixed mount for the cantilever. The tail lamps and number plate look
cleaner and sleeker now.
Royal Enfield Bullet 350
The Royal Enfield Bullet 350 is a heritage model having the old school appearance
and carrying the legacy of the modern classic Royal Enfield bikes. The Royal Enfield
Bullet 350 is the longest-running bike model having an iconic brand name and an old-
world charm which survived the test of time. With decent performance and ride
quality, this bike is good for daily commuting on different road surfaces. The classic
series is inspired from the 1950s.
The iconic design of the Royal Enfield Bullet 350 incorporates handcrafted chrome
finishing, a laid-bare motor engine and the signature painted pinstripes. It is an
exceptional-looking model having the old-school aspects of rounded chrome-finished
headlights that perfectly complements the coloured suspensions and front mudguards.
This classic model of Royal Enfield embodies the craftsmanship and traditions of the
past, carrying the inspirational design of the post-war G2 motorcycles. It flaunts a
Royal Enfield
retro appearance in three distinct colours- chrome bronze, chrome red and gunmetal
grey.
Royal Enfield Himalayan
The Royal Enfield Himalayan was updated last in 2021 and is still one of the most
rugged propositions from the brand. The Royal Enfield Himalayan comes with a
similar design as the previous version although some additions have been made. The
Tripper screen is now a part of the motorcycle and Royal Enfield has tweaked the
windscreen as a result. This is taller and wider and offers improved protection as well.
The metal frame that runs with the fuel tank has also been revamped and does not
hinder the rider’s knees any longer. The company has also made use of new seat foam
while the seat height has been smartly kept at 800mm. The rear rack is now shorter
with a metal plate on the top which should keep your things safer. Fit and finish
remains top-notch as expected although there are some low-quality components.
Royal Enfield Hunter
The Royal Enfield Hunter 350 is a roadster style motorcycle and marks the new entry
point in Royal Enfield's line up. The Hunter 350 arrives in 2 variants, Retro & Metro.
The Retro arrives as a 'Factory Series', while the Metro arrives in two guises, the
'Dapper Series' and the 'Rebel Series'. In terms of its appearance, the Hunter 350 has a
neo-retro design, and it introduces a new flavour to the Royal Enfield line up while
retaining the brand's DNA. The design varies between the two variants of the Hunter
350, and to add to that, both the variants get a list of different colours and liveries,
taking the total number of combinations up to 23.
Royal Enfield Scram 411
The Royal Enfield Himalayan Scram 411, a scrambler-styled model based on the
Royal Enfield Himalayan has been launched with prices beginning at Rs. 2.03 lakh
(Ex-showroom). The Himalayan Scram 411 shares the same engine and chassis as the
Himalayan, but gets a smaller 19-inch front wheel, with slightly less front suspension
travel and ground clearance. The Scram 411 is available in seven different colours,
Royal Enfield
spread across three variants, each of them with the same specs, but with different
colour options.
Cosmetically, the Scram 411 looks more compact and accessible, and has a few visual
changes. The headlight nacelle is new, and the luggage mounts around the fuel tank
have been replaced with tank shrouds. The Royal Enfield Himalayan Scram 411 is
designed to attract a wider and diverse range of customers, who will be looking
primarily to use it in the city. But it's also designed to take on long distance riding and
comes with decent off-road capability. In terms of rivals, the Royal Enfield Scram
411 has the Yezdi Scrambler as its closest competitor, both designed for similar use,
and for a similar customer base.
Royal Enfield Interceptor 650
There should be no denying the fact that the Royal Enfield Interceptor 650 comes
with the modern classic design. This design has been originally inspired by the
original Interceptor that was introduced in the 1960s. As a matter of fact, the
Interceptor offers a relaxed riding experience and position. In fact, it also captures the
essence of the classic British Roadster. The new Royal Enfield Interceptor 650 has
wide handlebars as well as low foot pegs. Almost all the features are apparently the
same as the Interceptor. As a matter of fact, the components such as the suspension &
brakes have been left untouched.
Royal Enfield Continental GT
The Continental GT 650 is a special version that is based on Royal Enfield's 650 cc
twin-cylinder chassis. It is designed in the café racer style but without the pillion seat
for a more concentrated riding experience. The Continental GT is powered by a 648-
cc parallel-twin BS6-compliant engine that produces 46.8 bhp and 52 Nm. A six-
speed gearbox and chain drive supply the rear wheel. The chassis, brakes, and
suspension are all modern yet the classic styling adds to the appeal. Single disc brakes
are used on both ends, with a 320mm disc in front and a 240mm disc in the back.
Royal Enfield
ABS is the industry standard. The front suspension consists of standard forks, while
the rear suspension consists of twin gas-charged shock absorbers with preload
adjustment.
Segmentation
Segmentation is the method of dividing market into different homogenous groups of buyers
on the basis of their needs, characteristics or behaviour. In other words, segmentation means
segregating customers into different homogenous groups that might react to one product or
marketing strategy in different ways.
Segmentation is important because a product has some specific characteristics and cannot
cater to the needs of everyone. So, segmentation helps the company to understand the needs
of each segment and market its product so as to show case it value proposition to that
particular segment of customers.
Bases of Segmentation:
The following diagram shows few bases of segmentation.
Personal
Characteristics
Situational
Demographics
Factors
Bases for
segmentation
Purchasing Operating
Approaches Characteristics
Royal Enfield
From the diagram, it can be seen that the market can be divided into different segments based
on the mentioned bases and each basis can help the company divide the entire market into
segments as per some parameters. And parameters on which we can segment the market is
given in the next diagram.
Nation Age
State Gender
Regions Famly
Geographic Demographic
Psychographic Occasions
Social Class Behavious on Specific
Lifestyle occasions
Personality
Royal Enfield – Need for Segmentation
Royal Enfield had identified its customer base very early. It was the year 1893 when Enfield
had made its first bike. It was publicized with the tagline “MADE LIKE A GUN, GOES
LIKE A BULLET” and since then, it has struck a chord with the masses. The word ‘bullet’
since then has become a vernacular for Enfield bikes in the Indian subcontinent.
This way of positioning had helped Enfield get orders from the Royal Army for 6 HP
motorcycles equipped with Lewis Machine guns and a stretcher. Also, during the World War
II, the British authorities relied on the Enfield Cycle Company to develop and manufacture
military motorcycles. When the company had tried to enter the Indian market, it was able to
get a strong foothold, thanks to its powerful positioning.
In 1965, when the Indian government looked for a motorcycle suitable to use as a patrolling
vehicle by the police at the country’s border, it zeroed in on the Bullet and had placed a bulk
order of 800 units of the 350-cc models of the Bullet. What we can infer from this is that
Royal Enfield
Royal Enfield’s clarity in target and the right positioning was instrumental in getting such
orders.
It was observed that Royal Enfield has been positioning its products in such a way that they
are associated with the pleasure of biking. But when it tried to focus on expanding into a
market for mass production, it failed. This was because its characteristics were not different
from a bike which could not take in rough handling, and thus requiring a lot of care and
attention from its owners. The lack of proper care resulted in the bike’s decrease in
performance & efficiency and increase in lots of problems.
Enfield bikes had also created a lot of psychological barriers for their potential owners. For
example, the massive size and weight of the bike discouraged skinny riders from buying it,
because handling would prove to be difficult and importantly, the bike would require
powerful legs for the kick-starting it. The positions of the gear and the brakes also scared off
a few more prospective customers.
Seeing that the nature of its products did not allow them to cater to all segments, Enfield
made a correction in the course quickly. Soon, it started positioning itself as a lifestyle bike
not for the ordinary but for the aficionados among the country’s population, the people who
are passionate about engines and powerful machines. This strategy connected with the
“pleasure of biking” and also tagged along with it the masculine persona. The campaign also
clearly communicated the stature of the brand with respect to other brands. The tagline,
“EVERYBODY MAKES WAY FOR A BULLET”, added fuel to the fire, raising the brand
value and the sales value of the Bullet soared off.
Royal Enfield – Market Segments
Royal Enfield
Royal Enfield has identified its segment as a middle-class people that wants a bike that is
stylish and, at the same time, also powerful, coupled with the feeling of adventure and
independence.
The market can be divided into various segments as per age, sex, location, job description,
personal interests and hobbies, preferences, financial strength, etc.
Considering such parameters, Royal Enfield has identified some segments as mentioned
below:
Middle income group
Royal Enfield’s pricing helps it target the middle class.
Defence and police
Since its inception it has always identified itself with the defence sector, due to its
involvement in World Wars I and II, and it has proven its utility. Also it has associated with
Indian army and police since 1965.
Adventure Lovers
It has positioned itself as bike for the adventure lovers with its ad campaigns like “leave
home”, and “only few live free”. This shows us that Royal Enfield looks up at this segment as
a very influential and important segment.
Young Bikers
With its ad campaigns targeting the adventure lovers, like the ones stated before, Enfield also
started to focus on the segment of young bikers, who are in the age range of 18-35, who
connect to the sense of independence as their identity.
Now Enfield is giving focus, more than ever before, on features and try to pass on the same to
the general public. After the introduction of the Classic model, people passionate about
vintage looks with big engines have started to go after Enfield bikes, making it one of the
most sought-after models of bikes.
Now they focus more on feature and try to give pass on the same to audience. Perhaps they
don’t segment the market but the market segments for them. The people passionate about
engines and vintage look prefer royal Enfield bikes.
Royal Enfield
Targeting
To successfully position the product into the market, we need to analyze the different
segments and find out which segments are to be targeted and how viable such targeting
would turn out to be.
Segmentation of markets is followed by the evaluation of attractiveness of each segment and
selecting one or more segment to target.
Evaluating market segments:
A market segment needs to be evaluated to ensure sustainable and profitable business while
keeping in mind the objectives of the company and resource availability.
Sales Forecasting
Size & Growth Expected Growth Rate
Expected Profitability
Competition Analysis
Competition Threat of substitute products
Power of Buyers and Sellers
Company skills and resources to cater to the needs of
Viability segments
Competitive advantage
Size and Growth Analysis
After the division of the population into various segments, the parameters on which to evaluate them
were chosen and with these parameters, the following analysis of the segments were done.
Segment Segment Analysis Competition Viability
Price sensitive - Possibility of - Expensive foreign - Not profitable
higher income growing brands enough to pursue
bike enthusiasts
Price sensitive - Largest segment - Most of the middle - Not a viable
long distances at present range bikes with good segment
Royal Enfield
travellers mileage
- Public transport
Urban Living - Mostly people - Cars - Not with in scope
and aged greater with families - Public transport
than 35 years - Prefer safety and
security
Price insensitive - Fastest growing - Middle range to high - Segment to be
middle income segment range bikes given maximum
bike enthusiasts - Variety of choices focus
for different needs
Adventure - Thrill seekers - Bikes with high power - Ideal customer
seekers/travellers - Road trip and comfort base
travellers
Royal Enfield - Smallest segment - None - Important
loyalists customer base
- Efforts required
for retention
Price sensitive higher income bike enthusiasts – This is the ultra-rich segment of the
population. The people of this segment are connoisseurs of bikes and prefer to associate
themselves with foreign brands that amplify their status in the society. Harley-Davidson,
Triumph, KTM and Ducati are some brands that compete strongly with Enfield. It is quite
probable for people from this segment to buy Bullets, but the segment is not profitable
enough for Enfield to pursue strongly.
Price sensitive long-distance travellers – This segment comprises of people from all income
groups. The people from this segment are focused on their destination and they try to
minimize the cost of traveling from one point to another. If they buy bikes, they will
minimize the cost of the investment and also focus on those bikes that have very good
mileage (so as to reduce their fuel consumption costs). Public transport also serves as a strong
competitor, since the people of this segment are not focused on the journey as much as
they’re on the destination. This segment isn’t an economically viable segment for Enfield to
focus on.
Urban living and aged greater than 35 years – The members of this segment mostly
comprise of those men who have families. These men give utmost importance to safety and
security. These people are likely to go for four-wheeler vehicles or public transport. This
segment is out of Enfield’s scope.
Royal Enfield
Price insensitive middle income bike enthusiasts – This is the fastest growing segment as
more and more people are moving from the lower income level to middle income level.
These people start to give importance to their status as well and would like to flaunt it, while
also trying to not unnecessarily squander off their income, though some are daring enough to
ignore all the constraints that they may encounter. Those looking for a strong brand value will
go for Harley-Davidson; those looking for utility will go for bikes like TVS Apache or Bajaj
Pulsar; fans of sports bikes could go for bike like the Yamaha R15, Honda CBR or KTM
Duke; and those focusing on comfort and looks have the option of Bajaj Avenger, in addition
to the Harley and the Triumph. This is a segment that requires the greatest focus from Enfield
since these segment members have a lot of potential to be converted to Enfield enthusiasts
and loyalists of the brand. These people would like the power and the vintage looks that the
Bullet offers.
Adventure seekers and travellers – This segment of riders often go on very long road trips
and spend a very significant portion of their life on the road. The people of this segment look
for durability, power and comfort. Harley-Davidson, Triumph and the Bajaj Avenger offer
strong competition. This a segment that is very ideal for Enfield since their bikes are usually
made to last long, with engines that offers great power while the bike offers great comfort.
The Bullet and the Continental GT are two models from Enfield that strongly cater to this
segment.
Royal Enfield loyalists – This is the most comfortable segment for Enfield, because no
competition is offered from the other brands. But there’s the possibility of the loyalty of these
enthusiasts to diminish if they happen to lose their faith in Enfield. So it is important for
Enfield to keep the key features that made them a legend and distinguishable from the other
brands. It is also important for Enfield to offer more value than ever before to these
customers so as to retain them.
Royal Enfield
ROAD AHEAD
Royal Enfield is going to stay its course in the mid-segment with more bikes in the 350-650cc
categories.
While launching the Hunter 350 in Calcutta, the company reiterated its strategy to launch bikes in the
mid-segment at competitive price points to give customers more value for money.
The Hunter 350 retailing at Rs 1.49 lakh is not only the most affordable Royal Enfield but the most
affordable in the segment.
Hunter 350 competitors such as TVS Ronin retails from Rs 1.49 lakh while the Honda CB350 RS is
priced at Rs 2.03 lakh and the Jawa Forty-Two is at Rs 1.94 lakh.
“Our strategy is to launch affordable bikes so that we have the volumes in the market,” said
Jayapradeep V, business head —India and SAARC, Royal Enfield.
The company has gone from two to three bestselling models in pre-2009 that included the Bullet and
the Thunderbird to having seven bikes with eight variants in its portfolio all within the 350-650cc
segment.
