Royal Enfield : Brand Taste Build

Today is scenario like that there is no any existence of niche market and if any company is introducing brand in niche market, the next moment or within the few months substitute products are available in market and it is happening due to USP of products are becoming similar, however companies are trying to keep its brand differentiate from the competitors.  Though, it can say that Royal Enfield brand is the only bike in two-wheeler automobile industry which is exist in the niche market and accomplished excellent growth in spite of competition.

Brand: - Royal Enfield (Subsidiary of Eicher Motors Ltd.)

Segment: - Cruiser Bike

Target: - 20-35 Age group but those people who are cruise bike lovers, there is no any constraint of age.

Present Market Competitors: - Harely Davidson, Triumph, Bajaj Avenger, KTM, Kawasaki, Yamaha, Suzuki and Honda.

Dealership In India: - 360 + (Maharashtra, Punjab, Uttarpradesh, Tamilnadu, Karnataka, Gujarat, Haryana, Bihar, Delhi, A.P.+Telangana, West Bengal are majorly potential market. Still, there is vast opportunity & untapped market in India.

Globally Market Presence: - 50+ countries

A Well-known & leading brand amongst the cruiser bike “Royal Enfield” has achieved nearer 60% growth within the 6 years and overtook the most globally leading brand Harely Davidson which would be a most challengeable task. Royal Enfield is become now market leader in cruiser bike segment & established strong ‘brand taste’ in India.  

  

Competitive Sales Analysis & Growth

Competitive Sales(Unit) Analysis June & July - 2015

Sales Analysis & % Growth 2008 to 2015

USP of Royal Enfield (Any brand like bullet, classic 350 cc):- Sound of bike when it starts & ride… Design, features or look may be little different of Royal Enfield models but sound is majorly similar for all models. People are identifying brand from sound itself rather than other symbol or design/shape/sign.

Price is also another advantage because Royal Enfield models price are less compared to Harely Davidson bike. Harely Davidson is such a bike where it is also needed suitable road for perfect ride which is not much available in India except little market (i.e. Few Metro cities).

Moreover, cruiser bike is automatically generating energy & passion whenever you just seat on it. 

Consumers are becoming more loyal towards Royal Enfield brand because brand has built up strong ‘Brand Taste & Position’. To develop & sustain the ‘Brand Taste’ is most significant for brand growth. Consumers will enjoy the taste & feel happiness. Hence, after the brand awareness, strategy should be emphasizing on ‘Brand Taste’. 

       Strong Brand Taste = Consumers Feel the Best!!!