marketing strategy adapted by royal enfield

8/9/2019 Marketing Strategy Adapted By royal Enfield

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Study of marketing Strategy and buying behavior of consumers of Royal Enfield Motorcycles in Nagpur City

Introduction to the Topic

The Research is aimed at the study of Royal Enfield Brand in Indian Markets So far ho!

they have performed and suggestions for them to grab more market share and be profitable"

#epartment of Management Studies and Research$ Tirpude college of Social %ork

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Industry

Motorcycles$ bicycles$

la!nmo!ers"

Successors Royal Enfield'India(

Founded &)*+$ as Enfield

Manufacturing Co" ,td"

Defunct &*-&

HeadquartersREddith$!orecestereshire$

England

Key people .ounders /lbert Eadie and

Robert %alker Smith

Products

Royal Enfield Clipper$

Crusader$ Bullet$

Interceptor$%#0RE$Super

Meteor

http://en.wikipedia.org/wiki/File:Royal_Enfield_(logo).png


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Every year$ they have sold modest numbers but despite lo! numbers$ they continue to

command a position of respect and a!e in the Indian motorcycle market" The ob1ective of the

study !as to study the different product lines$ marketing strategy and Brand Management of

Royal Enfield Bullets in Indian market"

&" Bullet riders are mostly 2alue3E4pressive$ !ith an internal locus of control and a strong

sense of independence"

5" The company has been cashing in on the iconic status it has and has done little to reinforce

its image amongst an e4ploding t!o3!heeler market"

+" The pricing of the motorcycle might also be looked upon as conservative"

Royal Enfield has for a !hile no! targeted the youth market !ith lure of freedom" 6o!ever$

they have done little to reinforce their position" Maybe advertising campaigns targeted at the

2alue3e4pressive customer !ould enable the brand to reap the benefits of its iconic position

in a much more productive !ay" /lso$ most users find it imperative for the company to

improve its /fter Sales Service and Spares availability"

Today$ a consumer en1oys a variety of choice of products and services he !ishes to purchase"

%ith more and more number of models$ features$ si7es$ shapes$ colors and other characters

the scope for his choice further !idens" Today$ all firms are engaged in a process of creating

a life time value and relationship !ith their customers" So$ the challenge before the marketer

is to determine the appropriate marketing channels and consumer psychographics to have a

better understanding of the behavioral aspects of the target market"

Need for studying consumer behavior

Consumer behavior can be said to be the study of ho! individuals make decisions on ho! to

spend their available resources 'time$ money 8 effort( on various consumption related items"


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This simple definition of consumer behavior tells marketers to resolve every activity around

the ultimate consumer and gauge their behavior by specifically focusing on9

•%ho buys products or services and ho!:

• %hen and !here do they buy from:

• 6o! often do they use them:

• 6o! often do they buy them:

• %hy do they buy them:

These ;uestions !ill help in understanding better !hat factors influence the decision

making process of the consumers" The decision making process identifies the number of

people !ho are involved in this process and ascribes a role to them like the user$ decider$

influencer and buyer"

The diagram belo! helps understand the consumer decision making behavior9

Decision maing

'information search$ consider

brand alternatives(

6igh involvement

purchase decision

,o! involvement

purchase decision

Comple4 decision making

'/utomobiles$ etc"(

2ariety seeking

'purchase of cereals(

Habit

'little or no information search<

considers only one brand("

Brand loyalty'Cigarettes$ perfumes(

Inertia

'Canned vegetables$

paper to!els(

.ig " Involvement in purchase decision

The consumer decision making process goes beyond the facets such as !hat features

or product design !ill be acceptable to consumers$ !hat benefits are they seeking from their

products$ !hat price !ill be suitable$ etc" Today$ consumer behavior includes even the post

purchase satisfaction or dissatisfaction behavior" Because the post purchase behavior of the

customers !ill have repercussions on the !ord3of3mouth communications they have !ith the

firm=s prospective customers"

The various individual and environmental factors influencing purchase decisions are as

sho!n in the diagram belo!9


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Stimuli Informatio

n

The

consumer

#ecisio

n

Respons


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Cognitive

thinking

processes

• >erception• /ttitudes

• Needs 8

motives

Consumer

personal

characteristics

• #emographic

• ,ifestyles

• >ersonality

traits

Culture

• 2alue

beliefs

• Cross

cultural

influences

• Sub3

cultural

influences

Social class

• Social class

structure

• Society

Influence

groups

• Referencegroups

• .amily

• ?pinion

leaders

• Innovations

Situational

variables

influences

• >urchase

occasion

• Market

communi3

cation

• >roduct

positioning

• Stores

patronage

8

shopping behaviour

• >rice

• Sales

personnel

influence

IN#I2I#@/, ./CT?RS EN2IR?NMENT/, ./CT?RS

Buying behaviour is also influenced by other psychological concepts such as perception$

motivation$ and personality" Ano!ing the impact of these concepts on buying behaviour !ill

help marketers in the generation of ne! product ideas and adopt customi7ation for the core

product$ some additional features and by offering of additional services$ all !ith the intention

to add to customer delight"

Since consumer behavior has become an integral part of strategic marketing planning$ it is all

the more necessary that marketers give a lot of !eight age to consumer research studies"

Such an approach !ill help them to understand and in the prediction of making strategic

marketing decisions"

Introduction to the Industry

Introduction Indian automobile industry the automobile industry in India is the ninth largest

in the !orld !ith an annual production of over 5"+ million units in 5)" In 5*$ India

emerged as /sias fourth largest e4porter of automobiles$ behind Dapan$ South Aorea and

Thailand" India=s automobile sector consists of the passenger cars and utility vehicles$

commercial vehicle$ t!o !heelers and tractors segment" The total market si7e of the auto


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sector in India is appro4imately Rs F billion and has been gro!ing at around ) percent per

annum for the last fe! years" Since the last four to five years$ the t!o !heelers segment has

driven the overall volume gro!th on account of the spurt in the sales of motorcycles"

6o!ever$ lately the passenger cars and commercial vehicles segment has also seen a good

gro!th due to high discounts$ lo!er financing rates and a pickup in industrial activity

respectively"

Ma1or automobile manufacturers in India include Maruti @dyog ,td"$ General Motors India$

.ord India ,td"$ Eicher Motors$ Ba1a1 /uto$ #ae!oo Motors India$ 6ero 6onda Motors$

6industan Motors$ 6yundai Motor India ,td"$ Royal Enfield Motors$ T2S Motors and S!ara1

Ma7da ,td" %ith the economy gro!ing at *H per annum and increasing purchasing po!er

there has been a continuous increase in demand for automobiles" This$ along !ith being the

second largest populated country$ makes the automobile industry in India a very promising

one" Indian t!o !heeler markets Ever since the old ,amberts scooter !as replaced !ith the

flurry of vibrant t!o !heeler models$ Indian t!o !heeler industry has seen a phenomenal

change in the !ay they perceive the Indian market" T!o !heeler manufacturers are no!

competing in an ever gro!ing consumer market by bringing out ne! products and features"

The country has no! gro!n into the second largest producer of t!o !heelers in the !orld"

Currently there are around & t!o3!heeler manufacturers in the country$ and they are Ba1a1$

6ero$ 6ero 6onda$ 6onda$ Mahindra0Ainetic$ Royal Enfield$ Su7uki$ T2S$ and amaha"

There have been various reasons behind this gro!th" Because of poor public transport

system$ the citi7ens found convenience in t!o !heelers" /dded to this is the fact that the

average Indian still does not have the purchasing capacity for a more e4pensive$ four !heeler"

The Indian t!o !heeler industries can be divided into motorcycles$ scooters and mopeds" The

consumer has changed his preference from mopeds to scooters and then to motorcycles" The

trends seen in the past fe! years include females increasingly using t!o3!heelers for their

personal commutation and various t!o !heeler manufacturers designing vehicles specially to

cater to needs of this segment" ?ne of the earliest revolutions in this industry !as Ainetic=s

introduction of the concept of electronic0self3start and automatic gears !hich made t!o

!heelers comfortable and useable by !omen$ !hen compared to old Ba1a1 Chetak

advertisements !hich sho!ed middle aged females riding a Ba1a1 Chetak scooter"


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Introduction to the !ompany

In &)*+$ the Enfield Manufacturing Company ,td !as registered to manufacture bicycles

by &)*+$ as Enfield Manufacturing Co" ,td" By &)**$ Enfield !as producing ;uadricycle"

%ith #e #ion engines and e4perimenting !ith a heavy bicycle frame fitted !ith a Minerva

engine clamped to the front do!n tube" In &*&5$ the Royal Enfield Model &) sidecar

combination !as introduced !ith a -- cc 23 t!in D/> engine !hich !as raced successfully"

Royal Enfield motorcycles made in England !ere being sold in India from &**" In &*FF$ the

Indian government looked for a suitable motorcycle for its police and army$ for patrolling the

countrys border" The Bullet !as chosen as the most suitable bike for the 1ob"

The Indian government ordered ) +F cc model Bullets" In &*FF$ the Redditch Company

partnered !ith Madras Motors in India to form Enfield India to assemble$ under license$ the

+F cc Royal Enfield Bullet motorcycle in Madras 'no! called Chennai(" The first machines

!ere assembled entirely from components shipped from England" Royal Enfield are the

makers of the famous Bullet brand in India" Established in &*FF$ Royal Enfield 'India( is

among the oldest bike companies"

Bullet bikes are famous for their po!er$ stability and rugged looks" It started in India for the

Indian /rmy +Fcc bikes !ere imported in kits from the @A and assembled in Chennai" /fter

a fe! years$ on the insistence of >andit Da!aharlal Nehru$ the company started producing the

bikes in India and added the Fcc Bullet to its line" %ithin no time$ Bullet became popular

in India" Bullet became kno!n for sheer po!er$ matchless stability$ and rugged looks" It

looked tailor3made for Indian roads" Motorcyclists in the country dreamt to drive it" It !as

particularly a favorite of the /rmy and >olice personnel"

In &**$ Royal Enfield ventured into collaboration !ith the Eicher Group$ a leading

automotive group in India$ in &**$ and merged !ith it in &**" /part from bikes$ Eicher

Group is involved in the production and sales of Tractors$ Commercial 2ehicles$ and

/utomotive Gears" Royal Enfield made continuously incorporating ne! technology and

systems in its bikes" In &**J$ !hen the Government of India imposed stringent norms for

emission$ Royal Enfield !as the first motorcycle manufacturer to comply" It !as among the

fe! companies in India to obtain the %2T/ '%hole 2ehicle Type /pproval( for meeting the

European Community norms" Today$ Royal Enfield is considered the oldest motorcycle


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model in the !orld$ spanning + centuries and still in production and Bullet is the longest

production run model" The company is marching on !ith its tagline3 KMade like a gun$ goes

like a bulletK >rofile of the >roducts Royal Enfield Bullet +F ?ne can be a part of classical

prominence by having a ride on Royal Enfield Bullet +F$ a macho bike !hich is stylish as

!ell"

The bra!ny is laden !ith plenty of attention grabbing features like traditional designing$

astonishing po!er of &) bhp from air cooled stroke engine$ large !heels$ and better sitting

for superior riding" This has been the classical offering from Royal Enfield and the

engineering and the design has remained unchanged over the years" It has remained theflagship product !ith the other products being perceived more as derivatives of this

motorcycle rather than standalone products" Royal Enfield Bullet F 'Cast Iron( Royal

Enfield Bullet F is a classic bike having vintage styling"

The bike has hand3 painted pin stripes$ a 3speed transmission$ and double leading shoe front

brake and !as touted as the po!erhouse model !ith a !hopping 5- bhp output" %hile the

bike looked mostly similar to the Standard +Fcc offering$ its bigger engine made it a more

potent vehicle to have on long rides" Royal Enfield Bullet Electra S Royal Enfield

motorcycles !ere reno!ned for having problems starting because of their CB >oint Ignition

systems" In an attempt to break this negative image$ the company came up !ith Electra"

Electra !as in effect a Standard +Fcc but had a C#I Ignition system" This paved the !ay for

the ne!er bikes from Royal Enfield !hich no! have #igital TCI as a a part of the standard

package" Royal Enfield ,ightning F+F ,ooking for an image makeover back in 5&$ Enfield

came up !ith ,ightning" It !as a ,imited Edition F+Fcc motorcycle"

The single3cylinder$ air3cooled F+Fcc engine !as the largest SC/C engine for any

motorcycle in the !orld" The bike received limited acceptance amongst users and !as

discontinued after 5J but it succeeded in rebuilding the po!er3bike image of Royal Enfield

amongst the enthusiasts" Royal Enfield Bullet Electra FS %ith Electra S receiving ;uite a lot

of acceptance$ Royal Enfield decided to add a fe! more features to align themselves !ith the

more contemporary manufacturers" .rom a right3 hand side 3speed gear shift$ they moved to


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a left3hand side F3speed gear shift" #isc brakes also made an entry$ !ith the 5)mm disc

being the largest in the country" This has been one of the most successful models from Royal

Enfield and !as to a large e4tent responsible for the revival of the brand during the turn of

the millennium" Royal Enfield Bullet Machismo is Royal Enfield=s Lchrome monster"

Resplendent !ith chrome$ they are available in both +Fcc and Fcc variants" They !ere the

first bikes to have the no! legendary ,ean Burn /2, Engines" These !ere the result of Royal

Enfield=s collaboration !ith an /ustrian Engine manufacturer$ /2," Royal Enfield

Thunderbird Bike Royal Enfield Thunderbird is a po!erful bike !hich for the first time

broke off from the Bullet= look" They !ere modeled similar to the cruisers available

!orld!ide and !ere positioned as a tourer=s choice" It has developed into a strong mar;uee

itself and continues to remain a brand name despite engineering changes that !ent into it" It

started as a +Fcc /2, Single3 Spark Engine"

Today the Thunderbird T!in spark is a +Fcc @nit Construction T!in3 spark Engine !ith

about 5 bhp output" Royal Enfield Classic In 5)$ Royal Enfield unveiled its latest

offerings the Classic +F and the Classic F"Styled in the vintage F=s look$ they came

!ith &) inch tyres$ @nit Construction engines and the look and feel of a vintage" >riced at &"+

lakhs and &"- lakhs respectively$ the +Fcc and the Fcc variants are slo!ly gaining

popularity amongst users for the lo!er ride height$ the greater po!er and above all$ the

vintage feel of the bike"


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"IDIN# $%$NTS "ID$" &'NI' ()*+

T?@R ?. NE>/, 5&

#/TE9 FT6 ?CT3&*T6 ?CT

Nepal is a place that traverses the boundary bet!een 6eaven and Earth" It is one of the richestcountries in the !orld$ in terms of bio3diversity due to its uni;ue geographical position and

variation in altitude" Doin us on the third edition of the Royal Enfield Tour of Nepal< !here

Royal Enfield rides into the land of the mystical Buddha and the brave Gurkha !arriors" The

ride goes across the border for the & day Tour of Nepal this ?ctober" Travelling across some

of the most scenic mountains forming the famous /nnapurna ranges$ the ride also take you to

Domsom$ !hich until recently !as 1ust a trekking trail" This ride has it all$ !inding mountain

roads$ slushy off3road trails and straight stretches through some of the most pristine forests$

and is bound to satisfy every rider"


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"oyal $nfield "eunion ,est ()*+

The second edition of the Royal Enfield Reunion %est !as held in Silvassa across &5th$ &+th 8

&th of September 5&" It !as the perfect venue for Royal Enfield enthusiasts and riders

from the %estern >art of India to celebrate the spirit of the open roads in the company of

fello! motorcycling enthusiasts" The venue for Reunion %est !as the famous AhanvelResort in Chauda village at Ahanvel$ Silvassa" The pictures;ue venue !ith a river flo!ing

right ne4t to the premises offered a great scenic setting to this event" Registration counters

opened on the &5th Sep from &am on!ards" /fter registrations$ the riders retired to their

rooms and settled in after having ridden from places as far as Gandhidham and Indore riding

as much as J kms to the venue"

The ne4t day$ a host of fun events based around motorcycling and the passion for riding !ere

lined up for the riders" These consisted of the follo!ing9 Slo! Race$ Carry our Bike$ .igure

of )$ /rm %restling and Beer Gu77ling"

Besides these$ there !as some great foot tapping music dished out by the famous %hirling

Aalpas !ith @day Benegal at the helm" #D /mul took over after the band and set the floor

alive !ith some great music and also added local flavor !ith some of the regions popular

songs"


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"ID$S !'.$ND$"

ST'#$0 1

I2 "ide Description

Ne! #elhi to Gadda Chauki 'Nepal( To Aathmandu to Aingdom of Bhutan If you have the

7eel and !ill and T6E IR?N B@TT Doin us for RI#E ?. / ,I.ETIMEOOO AING#?M ?.

B6@T/N 2I/ NE>/, 'A/T6M/N#@(

Details

Start #ate9 J #ecember$ 5&End #ate9 &F #ecember$ 5&

?r gin9 Ne! #elhi$ #elhi$ India

#estination9 Bhutan

No of #ays9 &

Total #istance9 &*-)

Ride Starts /t9 9 /M

Road Type9 Rural Roads

@R,9 N0/

II2 "ide Description

RI#E T? G?/

Details

Start #ate9 - #ecember$ 5&

End #ate9 && #ecember$ 5&

?r gin9 Edapally

#estination9 Goa

No of #ays9 F

Total #istance9 -F-

Ride Starts /t9 F9 /M

Road Type9 6igh!ay @R,9 N0/

III2 "ide Description


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It=s a t!o day ride from /ngamaly to /ngamaly via 2alparai$ Coimbatore$ ?oty$ Gudalur$

Nilambur"The ride starts from /ngamaly on ) #ecember at * am" .rom there to 2alparai via

Chalakudy"Those !ho are coming from Thrissur can meet us at Chalakudy".rom 2alparai to

Coimbatore via >oll chi and spend the night at Coimbatore" The ne4t day start early morning

and head to ?oty either via Coonoor or Aotagiri".rom ?oty to Gudalur and back to Aerala

via Nilambur and back home" Total distance J km"%ear at least a helmet"

Details

Start #ate9 ) #ecember$ 5&

End #ate9 * #ecember$ 5&

?r gin9 /ngamaly$ Aerala$ India#estination9 /ngamaly$ Aerala$ India

No of #ays9 5

Total #istance9 J

Ride Starts /t9 *9 /M

Road Type9 Rural Roads

@R,9 N0/

I%2 "ide Description

Till no! heard about it$ time to live it""""""""""" Night life of Aathmandu""" unbelievable vie!s

of mt Everest""" e4perience the po!er of Indian currency""" Nepal military academy""" and of

course mind boggling Nepali food"""

Details

Start #ate9 F Danuary$ 5&F

End #ate9 ) Danuary$ 5&F

?r gin9 >une$ Maharashtra$ India

#estination9 Aathmandu$ Central Region$ Nepal

No of #ays9

Total #istance9 &*F5

Ride Starts /t9 *9 /M Road Type9 6igh!ay

%2 "ide Description


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This ride is dedicated to all the /nimals 'including 6umans(" %e !ill be riding about 5+ km

each day" %ill be stopping 53+ times each day to offer Blessings and >rasad to the animals

and people along the !ay" %e have scheduled several events at /nimal /shrams and Shelters

along the route" Doin for the !hole ride or 1oin us for the day !hen !e are in your area" .eb &

,uckno! to Dhansi +&+ km .eb 5 Dhansi to Guna &)J km .eb + >u1a and Ceremony in Guna

.eb Guna to Indore 5)) km .eb F >u1a and Ceremony in Indore .eb J Indore to #hule 5J

km .eb - #hule to Nasik &F- km .eb ) >u1a and Ceremony in Nasik .eb * Nasik to Mumbai

&JJ km .eb & 8 && >u1a and Ceremony in Mumbai .eb &5 Mumbai to >une &) km .eb &+

>u1a and Ceremony in >une .eb & >une to Aolhapur 5+- km .eb &F Aolhapur to 2ass co da

Gama 5+5 km .eb &J 2ass co da Gama to @dupi +&5 km .eb &- >u1a and Ceremony in

@dupi .eb &) @dupi to Thalassery 5&F km .eb &* Thalassery to Aochi 5F- km .eb 5 >u1a

and Ceremony in Aochi Total 5-JF km ,odging has been selected for each night" Contact me

for ;uestions Blessings My shell

Details

Start #ate9 & .ebruary$ 5&F

End #ate9 5 .ebruary$ 5&F

?r gin9 ,uckno!$ @ttar >radesh$ India

#estination9 Aochi$ Aerala$ India

No of #ays9 5

Total #istance9 5-JF

Ride Starts /t9 -9+ /M

Road Type9 6igh!ay

Product campaigns


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6ere is a !orld outside the comfort of the protected nest that mommy and daddy built" /nd

!hen this !orld comes calling$ young people all over the !orld go running to see it first3

hand" But fe! young people in India actually get out there and e4perience that feeling of

being on their o!n" ?ur 1ob as manufacturers of leisure motorcycles and as people !ith a

healthy sense of adventure is to encourage this young bunch to go out there and get a taste for

the unkno!n"

/ Royal Enfield is a rare breed in an age of mass3produced$ user3friendly predictability" This

is a mechanical motorcycle$ handcrafted !ith love$ engineered !ith purpose$ and designed in

a !ay that gives each machine its o!n uni;ue character" This character is reinforced by Royal

Enfields cultural #N/ 3 by !here it !as born$ and by !here it is no! built"

Its classic British pedigree sho!s in every line$ !hile the gleaming ne! engine hints at the

devotion that has enabled this legendary mar;uee to thrive in the outskirts of Chennai"

This campaign$ K6andcrafted in ChennaiK$ is a tribute to the !onderful people !ho build$

sell$ ride and maintain these beloved machines$ and is a heartfelt tribute to the city that Royal

Enfield calls home"


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metropolitans or small cities" >romotion9 It is promoted in MENs maga7ines$ /dventure

maga7ines$ local print media$ adventure trips i"e" 6imalayan ?dyssey and .an Clubs" >rice9 It

is premium product hence demands a premium price" Segmentation$ Targeting 8 >ositioning

'ST>( Segmentation9 It is segmented as a leisure and adventure curser bike" Though in Tier +

8 #6 market it is associated !ith the social0status symbol 2 Targeting9 It is targeting Bikers in

the age group of 5F3F years of age< they are !orking e4ecutives as in the case of Tier & 8 5

Cities and young$ rich 8 po!erful in terms of Teir + 8 #6"

T"IP ST-"57

,eeend ride to #oa

.or the first time ever had decided to go Goa by my machine and the day arrived in /pril

5&5"

It !as a regular .riday$ 1ust like all other regular * to F corporate !orkers I !as in a day shift

in my office but for me the day !as full !ith e4citement and thrilling feeling because after

the !ork I !as ready to go to the paradise G?/ to meet my friend I have never met before

personally and to e4plore the places around"

my ride started !ith shivering hands and legs as this !as my first ever longest solo ride and

!as bit nervous if I could make it or not "

/fter riding through start of N6 &- I !as like its okay kind of roads but there !ere no street

light at all !hich !as making me a bit scary situations !hile overtaking slo! moving long

vehicles at late night"

/ regular speed of J3-kmph maintained to give fuel efficient to my machine also !as

praying at times to get though the night and sun to rise"""

/s I started the ghats of Mahabalesh!ar I felt the cold misty air and my body !as !arm

turning into cool state" I haulted at nearby chai tapri and had late night a!esome strong coffee

and a smoke"

i started off again and till the sun got up i had crossed ratnagiri and !as very much close to

reach my destination"

In bet!een there !ere ghats !here i used to fell in love !ith the noise my machine ise to give

out and the !ay !e cruised along the curves$ i 1ust loved it"


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i turned on music and one ear into music and me singing to some songs of my type house

music to get some energetic feel to ride on n on as I haven=t slept since last day due to office

!ork"

it !as more than 5 hours i !as a!ake and after Fkms i got a signboard of pan1im i felt

more e4cited to reach there

/fter * hrs of the trip it !as bright sunny hot day arrived and i !as on bike taking three haults

at random places having +3mins food n drink break"""

/fter i reached the local roads of Goa naaka bandi i !as happy to c myself still a!ake and

reaching to!ards my destination"

i called up my friend and said Khey !as sup:K she said Kgood morning Ronak$ !here have

you been no good night yesterday: /ll ok !ith you:K i said K!ell good morning and i have

been 1ust busy all night longK she asked K!here have you been:K I said K1ust !ait !ill call you

back in sometimeK and call ended

,ater after an hour i called her up and asked Kis there a balcony at your place:K She replied

Lyes of course i have balconyOOK i said Kcan you 1ust get out and look do!nstairsK she

;uestioned me Kare you here by any chance:K i didn=t replied but again asked her to come

to!ards her balcony" She sa! do!nstairs$ she replied Ktheres a guy looking here n there

!earing a helmet limitary type and !ith a 1acket on a silver bike or something$ I don=t kno!

!hose thatOK I !aved my hands to her and she got surprised that it=s me" it !as a Saturday

morning$ basically i !as suppose to sleep as I had a tiring 1ourney for && hours and office of )

hours long""" but no sleep at all !as in me after reaching my destination" I got ready and !ent

our along !ith my friend and e4plored for the first time ever the paradise G?/"

T!o nights and three days !ere 1ust some of the ama7ing time spent on shacks on the

beaches$ some of the finest restaurants in parts in G?/$

The best part !as every place I used to hault for something the tourists and the local people

used to stare on bike number plate and the bike shining in sunny day and me in helmet$ still

they do !hen I go there9 >

i mean since a year I had this in my mind about Rider Mania Goa that one day i !ill ride all

the !ay to Goa and I made that happen not only once in /pril 5&5 but after that month i

again !ent there !ith my TBTS I call her my birthday the very alternate month Duly again on

my birthday in august and planned again in ?ctober last !eekend and the best part i m going

for Rider Mania 5&5 vagator Goa"


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I don=t kno! !hy Goa attracts me so much its like am going to a place !hich is 1ust fe!

mountains a!ay for me and a place till the time I reach its a ride full of pure nature

surrounded roads and curves of the N6 &- real slim roads like never e4perienced before"

/lso e4perienced 1ust a tiny issue !ith bike but !as solved immediately as I !as crossing

ratnagiri phe!OOO

>icture abhi baaki hai mere fello! ridersOO

,'"I .'/ .'D'KH88

This !as my second time around to the %orld=s Best P ,adakhOO

%e reached ,eh from Aargil" En route$ !e !ere ama7ed by some breathtaking vie!s" This

stretch !as chill to the bone$ !hich is the case around these partsO %e passed through some

delightful vie!s$ passes and good roads" %e had an overnighter at ,amayuru" This is !here I

had a chance vie! of Mark Tully$ the author" 6e !as in a Buddhist monk=s disguise and my

re3collection !as not fast enough for me to ask him for an autograph" Nonetheless$ !e !ere

tired and took solace in a Strong Beer"

%e left this pictures;ue Gompa and rode all the !ay to ,eh" This place has changed in a year"

It is more cro!ded and I can get a feeling of being in Goa 'e4cept that they are !rapped up

moreO(" More people have ventured into this land$ as roads have improved and the popularity

has caught people=s fascination" In fact this little piece here is adding to the reputation"

6ad been to Aardung ,a= last year and !anted to do something different" Spoke to my dear

friend$ Rahul LM/T Chauhan" M/T has been fastened as his middle name$ picked from his

first Royal Enfield that he o!ned" #iscussed !ith him on the different angle=$ he kno!s

these parts pretty !ell as he has been here more than 5 times" 6e mentioned %ari ,a" 6e

had heard a lot about this place and !as intrigued" /nd through it !e could go to Aardung ,a

and meet rest of the riders there" /nd !e all ride back together to ,eh" Nice little plan !as

shaped and !e said good3night and snuggled in"

?ur room$ a kind of penthouse$ had a vie! to a nearby sno! peak" It !as glorious to !ake up

to such a vie! and !e got ready fast$ e4cited that !e !ere" %e left !ith not much luggage$ as

!e !ere to come back to the room that very night"

There are t!o main roads to ,eh 3 one to!ards Srinagar 'N6( and the other to Manali

'N65&(" %e took the Manali road and took a deviation at Aaru" This road !ould take us to

>yonyong too" %e took another deviation to!ards left and !e !ere %ari ,a bound"


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It !as a !inding road and provided us !ith the some abundant vie!s" %e passed through

small villages and fe! Gompa=s" These became more and more scarce and after sometime$

!e !ere alone" So alone that !e !ere devoid of trees$ grass$ humans and finally animals" %e

kept riding on and on" Dust the thump of our bikes and echo=s from the mountains around"

%e ride in a &3by3& form and !ere doing good time" .inally$ there !as a steep ascendency$

sure shot signs of reaching a >ass" .rom barren lands$ !e started to appreciate bits of sno!

here and there" /s !e !ent higher$ the scattered sno! changed into large chunks of sno!"

There !as a place !hich !as hit by a landslide$ converting a proper road to a singular track"

/ll e4citing the bikers"

%e stopped and clicked fe! pictures and !ere soaking in ,adakhness=" %e !ere happy !ith

the goings3on and kept ripping ahead"

Crash Bang and BoomOO

That is ho! I !ent do!n"

Crash II$ Bang II and Boom IIOO

M/T 1oins me in tasting the s!eet mother earth"

,et=s re!ind this and take you in a slo! motion format"

So this is ho! it happened"

,et=s go back to the moment$ !here !e !ere riding and feeling about being alive and all that"

The road !as t!isting and turning" The gradient !as tough enough for us to look beyond the

curve" %e took the turn and !e came upon sleet" 6onestly$ this !as the first time I had come

across something like this" It is basically fro7en !ater converted into a sheet of ice"

To put it in fe! !ords$ our bikes 'for that matter$ any bike0car( !ould not be able to navigate

through it" There !as no grip bet!een the floor and the rotating !heel" /nd as it !as a

gradient climb$ I !as pushing the throttle" Aaiser slipped and !e fell"

/s mentioned earlier$ !e ride in a &3by3& format and M/T did not have enough time to apply

his brakes and he gave me company on the ne!found phenomena called S,EET" It took us

fe! seconds to understand the difference bet!een bliss and breakdo!n" %e both !ere

!earing riding boots< as !e !ere riding you kno!O %e tried to stand and slipped and fell

again our riding boots giving no grip to stand upon" It !as a smoothened ice" %e could not

grip onto something$ as one side !as the gorge and the other the mountain face and !e fell

right in the middle"

%e chanced upon a small stone$ fitting ;uite !ell !ithin our palm and having a sharp edge"

%e started breaking the sleet to get a toehold" The altitude !as high enough to suck out the


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23/41


?4ygen" %e !ere able to hit the sleet F odd times$ before !e !ere out of breath" %e !ould

slide the stone to each other for other to do his bit to stand up"

/fter fe! such strikes$ I laid flat on the sleet and had a psychedelic e4perience" %hen I

looked into the sleet to figure out !hat the hell it !as$ I could see !ater flo!ing beneath it" I

thought less ?4ygen and despondency !as making me see things" If you remember there

used to be a psychedelic lamps in the -=s" /nd there !ould be multi3color bubble=s floating

in the li;uid" It !as 1ust like that and I kept !atching the gracefulness of this performance"

I remember no!$ it !as called as L,ava ,ampsOO

/ny!ay$ time passed and !here !ere !e going$ !e kept at the sleet and got some foothold to

stand up" No! it !as the turn of our bikes to be standing on their !heels too" %e got to

knocking on the sleet again" ?nce that done$ !e fi4ed our !heels into it and that !ay$ !e got

it to the side of the road" There !as no tar on the side of the road and as such sleet could not

!ork its magic on it"

%ith this e4perience$ !e steadied ourselves and !atched out for more such marvels" To top

this$ the gradient became steeper" %e had to keep the bike on lo!er gear and give more

throttle for the bike to struggle its !ay up" %e !ere doing all this and kept moving ahead" It

!as tough going and !e !ere inching painfully ahead" The sleet !here !e kissed the ground

!as around &F35feet in length" This !as agoni7ingly increasing" There !ere stretches !here

!e could not see the end of it"

?n one such stretch my bike gave !ay" Bike !as on first gear$ clutch stretched$ throttle on P

but the bike !as not moving ahead" %e reali7ed that the clutch plates have gone bald and

there !as no play left in it" ?nce that reali7ation da!ned upon us$ there !as nothing else to

think"

.rom the spot !here this breakdo!n happened$ !e could see the milestone to %ari ,a" It said

& km" I convinced M/T to carry on riding and cross %ari ,a" BikersOO That !as the only

thing in my mind" Scale that peak !hich !e have struggled to reach"

M/T returns after a !hile" Takes off his helmet and tells me$ there is a chunk of sno! !hich

starts high above the mountains and ends !ay !ithin the gorge" Basically$ the road !as

blocked !ith sno!" /nd this !as 1ust ahead the ne4t hair pin bend" Story of so close and yet

so far"

%e decided to turn back and head to!ards ,eh" ?hO But !e have !orn out clutch platesO

There !ere no vehicles around for us to load my bike on" %e ;uickly reali7ed that !e do not

even have birds to carry our messages" %ell$ mobile phone stopped !orking long 3 long time

back"


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M/T started pushing my vehicle on the carrier that !as fitted for this ride" This is ho! !e did

for ne4t F odd kms" ,ess ?4ygen$ declining gradient and no control over the bike !as a

challenge to keep up !ith" This tit3bit is for all the bikers !ho s!itch off their engines

coming do!n" It is the most stupid act you can ever do" %ithout your bike on a gear$ you are

in deep shit if you have to brake"

Many of the places !e took short cut to avoid the long !inding roads" These short3cut !ere

even more angular" .e! places I slipped from my bike and fell do!n"

Thanks to my riding gear$ there !as not a scratch on me" But this feeling of helplessness !as

too over!helming"

%e did this mechanics all the !ay back to Aaru" %here !e hailed a pick3up truck and hauled

both the bikes on it"

%e reached ,eh and !ent straight to the mechanic shop" There are only t!o Bullet mechanics

in ,eh" ?ne is Sharma$ !ho is a character in himself" ou cannot go to him and ask him to

check your bike" 6e e4pects you to be the rider of that bike and you should be able to clearly

define the problem" If not$ he turns around and !alks off" >revious year I had a busted rear

shock absorber that I fi4ed !ith him" To my great relief$ I made him smile !ith my silly

1okes"

This year !e !ere at the other place" 6e is another character" There is a race !hich is held

from ,eh to top of Aardung ,a" The short time achieved is the !inner" /nd the o!ner of this

service centre has !on it t!ice introducing Dumma" 6is son$ /nu$ is another character" /fter

!e came back$ he had participated in the 6ero off3roading advertisement 'it !as shot around

,adakh(" 6e moved !ith ease on all the stunts he !as asked to do" 6e re;uested if he can ride

that bike back all the !ay to ,eh" /nd 1ust before reaching the city he had an accident on the

bike" That is him unpredictableO But he is a handsome dude and s!oons most of the local

girls in ,ehO

Coming back to the current story" %e asked him to replace the clutch plates" 6e looks at us

and smiles" L%e do not have such spare parts in ,eh he 1ibes" I look around and asked him$

but you sure have done this 1ob" 6e says Lof course" I asked him to sho! !here those

replaced parts !ere" %e took out some &F plates and started sorting them"

?ut of the J clutch plates that I had$ of them had gone silky smooth" So !e replaced !ith

the best that !e could find$ !ith some0any grooves on them" %e put them all together and

fitted back 5 e4isting and from scrap" %e took Aaiser for a test ride and it behaved !ell"

?nly thing I had to forego !as the po!er in my vehicle" Most of my ride back to /mbala$ I

had to struggle on inclines"


Page 5


25/41


That is story up above in 6imalaya=s" /fter that I have done enough and more riding around

the country$ including a cross country /mbala to Bangalore"

But in one of my recent ride to Ramanagar 'more famous for Sholay shoting($ I really had to

struggle to get some speed on my bike" Nanda !ho !as riding !ith me !as not happy at all

and so !eren=t !eO


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26/41


"esearch &ethodology

Methodology is a !ay to systematically solve the research problem" It may be understand as

a science of studying ho! research is done scientifically" Research Methodology is a step by

step study of a problem" >hysical activities involved in the study are9

#eveloping the ;uestionnaire regarding the customer satisfaction of the product

?ptimum respondents as a sample si7e are chosen for the activity to resemble the

entire population"

Get the ;uestionnaire filled by the customers in the place through intervie! or

personal interaction"

/nalysis of data on computer !ith special market research statistical package called

S>SS"

In this research ;uestionnaire is framed in such a !ay management !ants to kno!

ho! the customers are taking things that they had done to them and to find out the

e4pectation of the customers thus it !ill impact in policy making of the firm in the

current fiscal year"

The ;uestionnaire designed had closed ;uestion to find the respondents actual feeling as !ell

as their opinion rating about the satisfaction regarding the product"

The methodology follo!ed for conducting the study includes the specification of research

design$ sample design$ ;uestionnaire design$ data collection and statistical tools used for

analy7ing the collected data"

Data !ollection


Page 5J


27/41


?nce the researcher has decided the Research #esign= the ne4t 1ob is of data collection" This

data is useful for observation organi7ed$ so that !e can get some patterns and come to a

logical conclusion" #epending upon the sources utili7ed$ !hether the data has come from

actual observations or from records that are kept for normal purposes$ these statistical data

can be classified into t!o categories i"e" >rimary data and Secondary data"

*2 Primary Data0

>rimary data can be obtained by communication or by observation" >rimary data is one !hich

is collected by the investigation himself for the purpose of a specific in;uiry or study" Such

data is original in character and it generated by surveys conducted by individuals or research

institutions" This dataThis data !ollection done by follo3ing methods07

• ?bservation Method"

• Questionnaire Method"

• Intervie! Method"

(2 Secondary Data0

%hen an investigator uses the data !hich has already been collected by others$ such data is

called as secondary data" This data is primary data for the agency that collects it and becomes

secondary for someone else !ho uses this data for his o!n purposes" The secondary data can

be obtained from 1ournals$ reports$ government publications$ publication of professionals$

Internet and research organi7ations and so on"

-b9ectives of the Pro9ect:Study

• To find out .actors influencing Buying Behavior of Consumers"

• To find out !hich Brand communications Company do"

• To find !hich type of people usually purchase this vehicle"


Page 5-


28/41


• To find out the motivation behind this purchase"

• To find out !hether they have product information or not"

• To find out !hether Company provide the information or not"

Scope of the Study

• /naly7ing needs of the customer"

• >roviding the necessary information to the customer about the product"

• Commercial discussion !ith the customer"

• Collecting information on current market position of the Company"

• Collecting information on customer satisfaction"

• The study aims at understanding various issues involves in providing after sale

services to the customer"

• The research of the study !ill include the after sale services provide by royal Enfield"

.imitations

• Time Consuming

• ,imited Resources

• E4pensive

• Not al!ays .easible

Hypothesis

• 6igh Income Group people 8 6obbyists prefer to buy Royal Enfield Bikes"

• Main >urpose of buying Royal Enfield is for pleasure and high social status"

• Buyers of Royal Enfield are motivated by .riend circle 8 Community"

• /n advertisement does not have any motivation on buyers"


Page 5)


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Data Interpretation

&" %hich of the follo!ing brand communications did you come across for royal

Enfield:

/lternatives No of Respondents

Maga7ines &F

Ne!spapers &

%ebsites 55 E letter

?utdoor >ublicity

Social media &

Clothing 8 accessory

In3store branding

Rider clubs J

Tours

T2 programmers

Movies *

?ther 'specify( 5-

The Brand communication users came across are9 ?ut of * Respondents &F

through maga7ines$ 55 through !ebsites$ &through social media$ J through

Rider clubs$ * through Movies$ 5- others"

5" our Royal Enfield bike usage involves !hich of the follo!ing:


%ork place commuting -

.amily ride

>leasure JF

?utstations

Tours 8 trips &)


Page 5*


30/41


Royal Enfield users use their bike for9 ?ut of * Respondents - for %ork place

commuting$ JF for pleasure$ &) for Tours 8 trips"

+" Income bracket 'per month(


5F$ 5-

5F$ F$ +*

F$ -F$ &

-F$ &$

&$ &

Income of Royal Enfield users are9 ?ut of * Respondents 5- belo! 5F$

+* bet!een 5F3F$ & bet!een F3-F$ bet!een -F3

&$ & above &

" 6o! did you buy your royal Enfield:


?!n money * ,oan0finance scheme &

Royal Enfield users bought their bike on9 ?ut of * Respondents * by o!n

money and & by loan 0 finance scheme"

F" /pp4" 6o! many Royal Enfield advertisements did you come across before

purchasing:


& to F -&

F to &

& to &F J

&F to 5 F

5


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31/41


Royal Enfield users came across advertising before purchasing9 ?ut of *

Respondents -& sa! bet!een &3F$ sa! bet!een F3&$ J sa! bet!een &3&F$

Fsa! bet!een &F35$ sa! above 5"

J" 6o! !ould you like others to call your Royal Enfield:


5 !heeler

Bike

Bullet )F

Motor cycle

/nything else F

Royal Enfield users call their bike as9 ?ut of * Respondents )F call bullet$

F !ith their favorite names"

-" #o you think o!ners of Royal Enfield belong to a separate class:


es FJ No +

?ut of * Respondents of Royal Enfield users FJ think that they belong to

Separate class + doesn=t think so"

)" /ccording to you$ !hich category of people o!ns royal Enfield the most:


%orking youth &

Non !orks" outh &

6igh income &F

6obbyists FF

?ut of * Respondents & !orking youth$ & non !orking youth$ &F high

income group$ FF hobbyists"


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32/41


*" #id your family members0friends0colleagues encourage you to buy this RE

over other bikes:

/lternatives No of RespondentsES -

N? 5

?ut of * Respondents - users !ere encouraged to buy and 5 !ere not

encouraged"

&" #id you consider any other bike before buying this Royal Enfield:


es 5+

No J-

?ut of * Royal Enfield users J- doesn=t consider any other bike$ !hile 5+

consider other bikes"

&&" #id you have full product information before buying:


es 5

/lmost full +

/verage )

Some information &

No information

?ut of * Royal Enfield users 5 have product information$ + have almost full

information$ ) have average$ and & have some information"


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33/41


&5" #o you think the product information given by the Company is sufficient:


ES J-

N? 5+

?ut of * Royal Enfield users J- think that company gives sufficient

information !hile 5+ don=t think"

&+" %hose counsel did you get !hile purchasing:


Ano!n users F

@sers not kno!n

Co" Service Tech" +

our kno!n mech" &

.riends 5&

Riding club J

?ut of * Royal Enfield users F counsel kno!n users$ 5& counsel friends$ &

Counsel mechanics$ + co" service tech"

&" #oes your family o!n a 3!heeler:

/lternatives

No of Respondents

ES J&

N? 5*

?ut of * Royal Enfield users J& have 3!heeler and &* don=t have"

&F" 6o! many of your friends0relatives0colleagues o!n a Royal Enfield:



Page ++


34/41


& &

5 &&

+ &J

3F +

J3& -/bove & &J

?ut of * Royal Enfield users everybody=s friend is at least having & same

bike"

&J" #oes your Royal Enfield put you in a good mood every time you ride it:


es FMostly

Not really

No

#id not consider this

?ut of * Royal Enfield users F users said their bike put them into good mood

every time they ride it"

&-" #id you consider si7e of Nagpur city !hen you purchased your Royal Enfield:


es +F

No FF

?ut of * Royal Enfield users +F considered the si7e of Nagpur !hile FF don=t

Considered"

&)" #id you have outstation visits in mind !hen you bought your bike:

/lternatives No of Respondentses F-

No ++

?ut of * Royal Enfield users F- have outstation visits in their mind !hile ++

#on=t have"


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35/41


Findings ; !onclusions

This !as the &st assumption that 6igh Income Group people 8 6obbyists prefer to buy Royal

Enfield Bikes" /nd after the research I found that the assumption is correct because the high

income class people buy this bike for their social status and hobbyists buy for their hobby"

This !as the 5nd assumption that Main >urpose of buying Royal Enfield is for pleasure and

high social status" /nd after the research I found that the assumption is right because the high

income class people buy this bike for their social status and pleasure"

This !as the +rd assumption that Buyers of Royal Enfield are motivated by .riend circle 8

Community" /nd after the research I found that the assumption is right because many of


Page +F


36/41


respondents in the research !ere encouraged and motivated by the friends 0 colleagues 0

family members 0 community people"

This !as the th assumption that /dvertisements does not have any motivation on buyers"/nd after the research I found that the assumption is right because most of the respondents in

the research !ere saying that they hardly come across any ad of Royal Enfield$ so company

should look after advertisements properly"

Some of the ma1or findings of research from the Questionnaire are as

follo!s9

• %ebsites are the only effective brand communications of Royal Enfield"

• Royal Enfield users use this bike for pleasure"

• 6ighly income group people buy this bike"

• Mostly this bike is purchased by o!n money"

• /dvertisements of Royal Enfield are very less"

• Royal Enfield users have passion to!ards this bike"

• Royal Enfield users think they belong to a standard class"

• Royal Enfield is mostly o!ned by 6obbyists"

• Most of the Royal Enfield o!ners !ere encouraged to buy this bike by friends"• Most of the Royal Enfield users have full product information"

• Most of the Royal Enfield users think that company provides sufficient information"

• Most of the Royal Enfield users have the four !heeler"

• Most of the Royal Enfield users have the outstations visits in their mind"

• Royal Enfield put the users in a good mood every time they ride"

• Most of the Royal Enfield users don=t consider the si7e of Nagpur City"

• Most of the Royal Enfield users= friends 0colleagues 0family members have Royal

Enfield bikes"


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"ecommendation ; Suggestions

• /fter this research I did I strongly recommend Royal Enfield Company to look

after their advertisements because they are very !eek:

• The after sales service is good but still can do better so need to improve in this

area"

• Royal Enfield should give the full product information to the users because they

have such a good product so should e4plore it"

• In the research$ some respondents have figured out some dra!backs of the

product$ so should improve the product"• /nd if Company is launching some ne! models for e4 ne! Royal Enfield

Continental GT$ so should do the promotion strongly""


Page +-


38/41


39/41


*" %hat do you think is uni;ue about Royal Enfield 'please specify(:

&"#id your family members0friends0colleagues encourage you to buy this RE

over other bikes: 3ES 3N?

&&" #id you consider any other bike before buying this Royal Enfield:

3es 3No

&5" %hat !as your motivation in purchasing this Royal Enfield:

&+" In !hat !ay do you think this bike enhances your personality:

&" #id you have full product information before buying: 3es 3/lmost

full 3/verage 3Some information 3No information

&F" #o you think the product information given by the Company is sufficient:

3ES 3N?

&J" %hat !ere your sources of product information:

&-"%hose counsel did you get !hile purchasing: 3Ano!n users 3@sers not

kno!n 3Co" Service Tech" 3our kno!n mech" 3.riends 3Riding club

&)"#id you consider any specific product benefit !hile purchasing: ,ist them"

&*" #oes your family o!n a 3!heeler: 3ES 3N?


Page +*


40/41


5" 6o! many of your friends0relatives0colleagues o!n a Royal Enfield:

5&" #oes your Royal Enfield put you in a good mood every time you ride it:3es 3Mostly 3Not really 3No 3#id not consider

this

55" #id you consider si7e of Nagpur city !hen you purchased your Royal Enfield:

3es 3No

5+" #id you have outstation visits in mind !hen you bought your bike:

3es 3No

4ibliography

• !!!"royalenfield"com

• !!!"!ikipedia"com

• !!!"google"co"in

4--KS0

• Ahan M" " 8 Dain >" A 2/ ?/ Tata

McGra!36ill >ublishing Co" ,td"$ Ne! #elhi$ Third Edition2


Page

http://www.royalenfield.com/http://www.wikipedia.com/http://www.royalenfield.com/http://www.wikipedia.com/


41/41


• Chandra >rasanna/ ?/ Tata

McGra!36ill >ublishing Co" ,td"$ Ne! #elhi$ .ifth Edition"

• Rustagi R" >"$ ?/

Galgotia >ublishing Co"$ Ne! #elhi$ Second Revised Edition"

• >andey I" M"$ ublishing 6ouse >vt" ,td"$

Ne3 #elhi$ Eighth Edition"

marketing strategy adapted by royal enfield

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