Download - Royal enfield
Started in 1901
Partnered with Madras Motors in
1951
Now in Chennai
History
Segmentation
Leasure and Adventure Bikes
Target
Bikers, 25-45 years , Working executives
Positioning
Social/Status Symbol,Need to be part of the RE Club
The Brand
•india’s first cult bike•Its an iconic brand to stay true to character and
be proud of what it represents
•Customers are value expressive ,sense of independence
•Campaigns–use cinema ,print media•Leave Home campaign-Thunderbird
•The art of Motorcycling 2010.
•Sponsors trips/events
•Mark rides , Member rides throughout the year
Jai & Veeru in Sholay riding a Royal Enfield
Organizes “Himalayan odyssey”
•Publications–The beat, coffee table book etc.
•Forums ,clubs ,events
Om Banna (also called Om Bana and Bullet Banna) is a shrine located in Pali district near Jodhpur, India, devoted to a deity in the form of a motorcycle