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!!!
