royal enfield marketing strategy

Royal Enfield is an Indian motorcycle manufacturing company settled in Chennai, Tamil Nadu, India. It is professed to be “the most successful and the oldest worldwide motorcycle brand in nonstop manufacturing”. Royal Enfield makes exemplary-looking bikes including the Royal Enfield Bullet, Classic 350, Meteor 350, Classic 500, Interceptor 650, Continental, and some more. The company additionally makes bold and mountain bikes like Royal Enfield Himalayan.

In India, Royal Enfield acquired its prominence when the Indian government requested 800 models of bikes for patrolling them on the Indian International borders. Royal Enfield motorcycles are very successful in the country and it gives the essence of royalty. Royal Enfield’s marketing strategy also plays an important role in the the success of brand/company. Let’s have a look at the Royal Enfield marketing strategy that helps the company accomplish its business objectives and goals.

About Royal Enfield

royal enfield logo

Company NameRoyal Enfield
Legal NameRoyal Enfield
Parent CompanyEicher Motors
SectorAutomobile, Motorcycle
HeadquarterGurgaon, Haryana, India
Headquater RegionAsia-Pacific (APAC)
Founded Date1954
CEOMr. Vinod K Dasari
FoundersBob Walker-Smith
Total FundingN/A
Monthly Visitors3,915,457 (SemRush)
Official WebsiteRoyalEnfield.com

Royal Enfield Marketing Strategy

Let’s have a look at the Royal Enfield marketing strategy that helps the company accomplish its business objectives and goals.

Product Strategy of Royal Enfield

In India, in the wake of working together with Madras Motors, it turned manufacturing motorbikes for armed force men. Afterward, with time, the bikes caught the whole economy. Rugratej Singh, President of Enfield of India, quotes that, “the bike lovers should battle to sort out whether they should keep the bicycles in the drawing-room or ride them.”

Royal Enfield is one of the main worldwide motorcycle companies parents by Eicher Motors. The company began making motorcycles for the Indian armed force has a packed item portfolio in its promoting blend and manufactured motorbikes are as follows:

  • Royal Enfield Classic Desert Storm
  • Royal Enfield Classic Battle Green
  • Royal Enfield Classic Chrome
  • Royal Enfield Classic Series (500, 350)
  • Royal Enfield Café Racer (Continental GT)
  • Cruiser (Royal Enfield Thunderbird 500, Thunderbird 350)
  • Retro Street (Classic Squadron Blue, Standard road (Royal Enfield Bullet 500, Bullet 50, Bullet ES)
  • Royal Enfield Himalayan

Royal Enfield bikes are likewise known for their flexibility as per customers’ orders like changing the cogwheels from ideal to left. This aids them in drawing in new clients. The company also utilizes the strength of the engine as its own strength to retain current customers. As the products are not only driven by innovations but more with an understanding of users, market, and contenders so presently Royal Enfield is in any event, transforming from an assembling way to deal with become more purchaser arranged. Regal Enfield likes to make changes, carry out new things on bicycles without taking their underlying personality.

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Marketing Campaigns of Royal Enfield

The company has consistently centered around an all-encompassing and complete promoting approach. To expand the volume of motorcycles sold, Royal Enfield has chosen to centers more around the purchaser’s need instead of designing. They dispatch what clients needed in order to expand the permeability of their items to a bigger audience. Royal Enfield has concocted different marketing campaigns that are broadly dispatched and shared on various publicizing organizations, for example, every one of the Television media channels, OTT advertisements, and Print Media as well. It has likewise taken being a volunteer among many shows and programs to make its brand awareness.

royal enfield print ads
Royal Enfield Print Ad from 80s TOI Newspaper

Royal Enfield working together with the creative agency named Weiden+Kennedy India, the company had launched many advertisement campaigns which promote the protective riding gears manufactured by the Royal Enfield. Here are some Royal Enfield ads:-

1. Presenting the all-new Meteor 350 #MissingOutOnNothing

2. Royal Enfield Himalayan | Built For All Roads. Built For No Roads.

3. Royal Enfield – Celebrate the Dark

Pricing Management Of Royal Enfield

The company concocts a motorcycle which is more popular in the youthful ages. So Royal Enfield focused on bike explorers and moderately aged youths who love to catch up with the new hardstyle bikes and focuses more on quality than the price. So with this Royal Enfield follows a top-notch evaluating system in its promoting blend by conveying its client’s great items which merit the worth. With the objective as less of more Royal Enfield makers less number of models however every last one of them is of great which helps them in offering a competent and jazzy product under its brand to their clients who sincere acknowledge the item paying little heed to the premium cost. After the GST prices, Royal Enfield has adopted a different strategy by further diminishing the prices of its least popular bikes.

Market Presence Of Royal Enfield

Royal Enfield has made its brand popular in India and across numerous nations all throughout the planet, for example, Canada, Australia, New Zealand, United Kingdom, Japan, Canada, Russia, Netherland, and some more. At first, the extra parts and segments of the Bullet model 350cc were imported from the United Kingdom however later by 1962, India began delivering the segments in the Chennai-based plant.

The company has won many honors and has additionally been hailed by the former President of the United States Of America – Barack Obama as the best motorcycle he has known.

Conclusion

Royal Enfield is an Indian company of British beginnings. The company has the differentiation of being a famous organization as it is one of the most seasoned in the field of bikes. It has a place with the extravagance segment and has become a superficial point of interest to bike lovers. However, Royal Enfield has made and dispatched the majority of its marketing campaigns on online platforms. Therefore, their marketing strategies are really successful as Royal Enfield rules on the heart of every Indian.

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