Enfield Admgmt

7/31/2019 Enfield Admgmt

1/25

ADVERTISING MANAGEMENT


2/25

THE WORLD OF

ROYAL ENFIELD

THE LEGEND RIDES ON . . .


3/25

Automobile is one of the largest industries in

global market.

Major players in the 2-wheeler industry

Hero Honda Motors Ltd (HHML),

Bajaj Auto Ltd (Bajaj Auto)

TVS Motor Company Ltd (TVS).


4/25

High powered two wheelers

Easy maneuverability / handling ease

fuel efficiency low maintenance.

Durability

Value for money

Higher resale values.


5/25

MOTORVEHICLE

FOURWHEELERS

THREEWHEELERS

TWOWHEELERS

SCOOTERS MOTORCYCLES

CRUISER SPORTS BIKE TOURING STREET OFF ROAD

MOPED &SCOOTERETTES


6/25

ESTABLISHED IN 1890 AS ENFIELD CYCLE COMPANY

by the Royal Small Arms Factory in Enfield Lock,

London. Established in 1955 as ENFIELD INDIA in Chennai.

Imported components and assembled it at the

factory.

In 1957 tooling equipment was sold to Enfield India.

In 1962 production started at the Chennai factory.


7/25

CLASSIC- 500 CLASSIC- 350


8/25

BULLET ELECTRA-TWIN SPARK BULLET- 350 STD


9/25

BULLET THUNDERBIRD-TWIN SPARK


10/25

51%

13%

15%

14%

3.2% 3.8%

HERO HONDA

HONDA

BAJAJ

TVS

ROYAL ENFIELD

OTHERS


11/25

Basis of segmentation Target segments

Gender Males

Age >25 yrs

Income Upper & middle income group

Lifestyle Independent, enthusiasts, passionate

Geographic area Urban and semi urban

Benefit Classic style, masculinity, reliability,

royalty


12/25

Particulars Royal Enfield BulletClassic 500

Bajaj Avenger 200 DTSi

Engine capacity 499cc 198cc

Max power 27.2 bhp @ 5250 rpm 17.50 bhp @ 8000 rpm

Max torque 41.3 Nm @ 4000 rpm 16.17 Nm @ 6000 rpm

Weight 182 kg 154 kg

Max speed 130 kmph 112 kmph

Mileage 40 kmpl 37 kmplBrakes 280 mm disc Front

150 mm drums Rear260 mm disc Front130 mm drums Rear

Fuel Injection Yes No

Fuel Tank capacity 13.5 ltrs 14 ltrs

Price Rs.1,50,000 Rs.73,775


13/25


14/25


15/25


16/25

http://www.youtube.com/watch?v=E2J9JQ5Mq74&feature=related ( Royal Enfield)

http://www.youtube.com/watch?v=rP8qOsl2w7U&featur

e=related ( Royal Enfield) http://www.youtube.com/watch?v=84f4Labix8c&feature

=related ( Royal Enfield)

http://www.youtube.com/watch?v=8jwnLtysZIM&feature=related ( Royal Enfield) http://www.youtube.com/watch?v=eMJPm9iK7aI&NR=1

(Royal Enfield)
http://www.youtube.com/watch?v=E2J9JQ5Mq74&feature=relatedhttp://www.youtube.com/watch?v=E2J9JQ5Mq74&feature=relatedhttp://www.youtube.com/watch?v=rP8qOsl2w7U&feature=relatedhttp://www.youtube.com/watch?v=rP8qOsl2w7U&feature=relatedhttp://www.youtube.com/watch?v=84f4Labix8c&feature=relatedhttp://www.youtube.com/watch?v=84f4Labix8c&feature=relatedhttp://www.youtube.com/watch?v=8jwnLtysZIM&feature=relatedhttp://www.youtube.com/watch?v=8jwnLtysZIM&feature=relatedhttp://www.youtube.com/watch?v=eMJPm9iK7aI&NR=1http://www.youtube.com/watch?v=eMJPm9iK7aI&NR=1http://www.youtube.com/watch?v=8jwnLtysZIM&feature=relatedhttp://www.youtube.com/watch?v=8jwnLtysZIM&feature=relatedhttp://www.youtube.com/watch?v=84f4Labix8c&feature=relatedhttp://www.youtube.com/watch?v=84f4Labix8c&feature=relatedhttp://www.youtube.com/watch?v=rP8qOsl2w7U&feature=relatedhttp://www.youtube.com/watch?v=rP8qOsl2w7U&feature=relatedhttp://www.youtube.com/watch?v=E2J9JQ5Mq74&feature=relatedhttp://www.youtube.com/watch?v=E2J9JQ5Mq74&feature=related


17/25

Effectiveness

clearly communicates the stature of the brand

among other bikes Message

It says " Every body makes way for the bullet".

for Enfield bike owners, it is more than just ameans of transportation- instead its a life longromance


18/25

Arousal of Interest

It's a sense of belonging to an exclusive

community with unfading passion, emotion andinterest.


19/25

Recall

Recent Customer Satisfaction survey conducted by

TNS auto division places Bullet in top order incustomer satisfaction.

This shows the customers were able to connectthemselves with the communications of the

advertisements. It is positioned as an Indian Icon which has survived

the test of time, look no further.


20/25

http://www.youtube.com/watch?v=y10OJ1pNW3o (

Bajaj Avenger )
http://www.youtube.com/watch?v=y10OJ1pNW3ohttp://www.youtube.com/watch?v=y10OJ1pNW3o


21/25

Effectiveness

Has almost succeeded in communicating the idea

of comfort and power riding Message

Comfort platform and comfort riding.

Arousal of Interest

motivates a bike enthusiasts to give a test ride

Recall

Been able to recall Feel Like God


22/25

http://www.youtube.com/watch?v=gtiX2_b4Xq8 (

Hero HondaKarizma )
http://www.youtube.com/watch?v=gtiX2_b4Xq8http://www.youtube.com/watch?v=gtiX2_b4Xq8


23/25

Effectiveness Has almost succeeded in communicating the idea of

power riding and free biking Message

Communicates the idea of how you ride more thanwhere you ride.

Arousal of Interest

motivates a bike enthusiasts who are daring in nature,and doesnt compromise on style and performance. Recall

Been able to recall-presence of Hrithik Roshan


24/25

Karizma

Focus on style, performance, power.

Avenger Focus on comfort, style, long distance ride.

Royal Enfield

Royal Indeed.

Life style vehicle-enthusiastic, passionate people

Focus on power, style, iconic & majestic image,manliness.


25/25

Documents

Enfield Admgmt