Group Members

1. Pooja Nadgouda 252. Sandip Patil 36 3. Vivek Dabhi 484. Rachita Revankar 525. Jatin Lodhiya 576. Sarabjit Kaur 58

Logo

History1. It was founded in 1893 by Albert Eadie

and Robert Walker in England.2. The earlier name was Enfield

Manufacturing Co. Ltd.3. Originally ,it was registered to

manufacture bicycle. 4. In 1899, it manufactured heavy bicycle

fitted with an engine.5. In 1911, the company added Royal word

with its name and became Royal Enfield.

History6. Later it started producing motorcycle

and it supplied large numbers of motorcycles to the British War Department

7. Finally in 1924 launched the first Enfield four-stroke 350 cc motorcycle.

Royal Enfield in India

1. In 1955 Enfield of India started assembling Bullet motorcycles.

2. It was mainly used for patrolling by police and army

3. The complete production of Royal Enfield started in 1962 in Chennai

Specialities of Royal Enfield

1. The oldest motorcycle company in the world

2. The only brand to span 3 centuries, and still going.

3. One of the first few Indian companies to obtain the WVTA.

4. One of the first Indian companies to introduce ERP systems

Initial Models of

Royal Enfield

(1923) Royal Enfield 225cc(1913) Royal Enfield 425cc

Later Models

Classic 500

Thunderbird Twin Spark

Engine Type : Single cylinder, 4 st, dual spark

Power : 19.8 bhp @ 5250 rpm

Tank capacity: 15.5 liters

Brake (front) : 280 mm disc brake Brake (rear) : 152.4 mm drum brake

On Road Price : Rs. 1,06,000

Strength of Royal Enfield

1. It produces the strongest bikes in India.2. The motorcycles of Royal Enfield has

personal as well as commercial use.3. It is used by Indian army and police. so it

can increase its demand.

Weakness of Royal Enfield

1. Very expensive and hence common person can’t affort it.

2. Less milage. 3. Hence its customers are relatively less.4. Very heavy. Hence some people are not

able to use it. This also reduces the no of customers

Brand Ambassador

1. Mr. John Abraham.2. One year contract.3. Cost-Rs. 1,00,00,000

Reasons for selecting John

Abraham1. He got the permanent image of a bike

rider.2. People like to see him with motorcycles3. His personality matches with our

product.4. He is most suitable to be the brand

ambassador of our product.

Description for video

advertisement1. A young man is going to a village on the

Royal Enfield Thunderbird motorcycle2. The conditions of the roads are worst.3. The young man is not caring at all, since

he has full trust on his motorcycle.4. Seeing the motorcycle many people ask

for lift simultaneously and the man gives lift to everyone.

Description for video

advertisement6. At the end when he is reaching the

destination, there are 6 people sitting on his bike and still the man is driving relaxlly.

7. The voice comes from the background, “thunderbird never stop”.

8. The duration of this advertisement will be approximately 30 seconds.

Buget ofVideo Advertisement

Channels Program Cost of showing add once

Duration Total Cost

Sony Aahat 40,000 2 months 6,40,000

MTV MTV Rodies

60,000 15 days 9,00,000

MTV Stunt mania

45,000 15 days 6,75,000

MTV Split villa 45,000 15 days 6,75,000

Star One Mile jab hum tum

50,000 1 months 10,00,000

=30,80,000

Print AdvertisementReal bike for real

men

Buget ofPrint Advertisement

Newspaper Page Cost of showing add once

Duration Total Cost

Indiatimes Second 25,00,000 2 days 50,00,000

Economic Times

Second 20,00,000 2 days 40,00,000

Hitwada Second 25,00,000 2 days 50,00,000

Times of India

Third 20,00,000 2 days 40,00,000

DNN Third 23,00,000 2 days 46,00,000

=2,26,00,000

Total Cost1. Cost of creating Video advertisement -

Rs . 1,50,0002. Cost of telecasting video advertisement-

Rs. 30,80,0003. Cost of creating Print advertisement - Rs.

60,0004. Cost of showing print advertisement- Rs.

2,26,00,0005. Cost for brand ambassador-Rs.1,00,00,0006. Total cost-3,58,90,000