PowerPoint Presentation

ROYAL ENFIELDPRESENTED BY-AVNI SHARMASHAIVI KHARBIKARPRAVEEN KUMARMUBARAK ALI

JOURNEY OF ENFIELD

BULLET MERI JAAN (1985-1988)

CONSUMER BEHAVIOUR MODELNICOSIA MODELModel is viewed as ,Representing a situation where a firm is designing communication (ads, products , etc) to deliver to consumer, and consumer's responses will influence subsequent action of the firm.

FIELD 1:

Product attributes- Strong engine, power, stability and rugged looks.

Consumer attributes- Free Spirited, sporty, responsible, positive, bike enthusiast.

Message exposure- Advertisement, print media.

Attitude- Iconic brand, sense of freedom and respect, matchless stability(no alternative till 1978),favourite of army and police personnel, leisure and adventure, rugged looks, tailor-made for Indian road.

FIELD 2:

Alternative1. Search and evaluation alternatives- 1st to hit Indian 2-wheeler market (1942)

2. 250 CC YEZDI road king (ideal jawa),1978 350 CC RAJDOOT (Yamaha),1983

3. Harley Davidson, KTM, Ducati Superbike, Yamaha, Suzuki

Motivation- respect and awe factor, pride (societal need), durability(utility need), comfort(long $ tiredly journey)

Availibity of alternative with 350 cc, leisure and adventure, conservative pricing.

FIELD 3 :

Act of purchase

1994 (Eicher group),increase in sales2009 (75000 units), sold2011 (100% utilisation of plant),waiting period.

Purchasing BehaviourShift from only professionals to young independent youth.

FIELD 4:

ConsumptionProduction output-75000(2009) -302,591(2014)

FreedomEarlier non-users (those who were price sensitive) now- users (ready to pay premium for the RE motorcycles )

Royal Enfield New Film Handcrafted in Chennai (2011)

Howard Sheth Model - InputsThis campaign, "Handcrafted in Chennai", is a tribute to the wonderful people who build, sell, ride and maintain these beloved machines, and is a heartfelt tribute to the city that Royal Enfield calls home.Input Variables Significant Incentives Quality- HandcraftedDistinctive-Pure biking experience Social Stimuli Sense of responsibilityRespectPersonal touch

Output Variables

Purchase Intention Powerful bike for Indian terrain.To make a statement and enjoy the ride.Feel and sound of the bike.Brand perception Indian cruiser bike since 1949.Matchless features.Hypothetical Constructs This ad depicts a bike built by people for people unlike machines.Portrays what is expected of royal enfield.

The official Royal Enfield Continental GT film - Ace Cafe to Madras Caf (2013)

Sociological ModelIndividual is a Part of the Society & Various Groups

Buying Behavior of an Individual is Influenced by these Groups

Royal Enfield Club is the most treasured part of consumer segment.

Individual depicts the role to conform the style and behavior pattern of his / her social class.

Consumer LearningLearning process involves 3 steps:1. DRIVE- Powerful and sturdy motorcycle, Personal Touch Free spirit2.CUES- Son of soil, riding a real motorcycle Responsible and Alpha Male. Thrill , Adventure.3. Discrimination A person may be of the attitude that if one product of a brand is good, it doesnt necessitate that the other product(s) be good as well.

Consumer Motivation Consumer Motivation level is very high in relating to Royal Enfield because it is symbol of power and adds a statement to the personality of buyer.

Its the oldest motorcycle in production and depicts riding passion.

RE bike owners Bulleteer forms a brotherhood among them and go for a ride with group of bulleteer which also motivate consumers.

Royal Enfield is unique in terms of sound, weight, stability, vibration during ride, back kicks and surprise breakdown fully motivates the consumer.

RE never talks about the speed, it talks about the experience, the comfort and the emotions. People who are passionate about riding usually go for bullet and stay hardcore bullet lovers.

Consumer Attitude

People have strong and positive attitude towards royal enfield having this type of vehicle consumers feel a sense of freedom and pride. The reason behind it is its sheer power , stability and rugged looks. It looks like it tailor made for Indian roads. Its result can be seen in its increase sales of this bike that is 48%.Attitudes of the people are dynamic and can change, no longer people will have the same attitude as they get older but still people holds the same attitude towards royal enfield bike as they had earlier.

Cont..The most common negative attitude consumer have towards royal enfield is regarding its weight but when consumer understand the importance of having a metallic body over a plastic body changes there attitude into a positive one.There was a time when people started portraying royal enfield as a cult bike only for adventure seekers but a changing attitude towards the brand is making it popular amongst urban working professionals as well and hence increasing the sales.