Sales Promotion Strategies of Royal Enfield in Patna: A Case Study, Study Guides, Projects, Research of Advertising and Sales Promotion

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INTRODUCTION

TITLEOFTHEPROJECT

SALES PROMOTION OF ROYAL ENFIELD IN

PATNA

CHAPTER

INTRODUCTIONTOROYALENFIELD

Royal Enfield was the brand name under which the Enfield Cycle Company (founded in 1893) manufactured motorcycles, bicycles, lawnmowers and stationary engines. The first RoyalEnfieldmotorcyclewasbuiltin1901;theoriginalBritishconcernwasdefunctby1970. TheEnfieldCycleCompanyisresponsibleforthedesignandoriginalproductionoftheRoyal Enfield Bullet, the longest-lived motorcycle design in history.

LikeothermotorcyclemanufacturersuchasBSA,theEnfieldCycleCompanybeganbusiness as a weapon manufactures, most famous for the Enfield rifle. This legacy is reflected in the company logo a cannon, and their motto, “Made Like A Gun”.

In1955,EnfieldCycleCompanypartneredwithMadrasMotorsinIndiainformingEnfieldof India, based in Chennai, and started assembling the350ccRoyal Enfield Bullet motorcyclein Madras.ThefirstmachineswereassembledfromcomponentsimportedfromEngland.Starting in 1957, Enfield of India acquired the machines necessary to build components in India, and by 1962 all components were made in India.

Royal Enfield produced bicycles at its Redditch factory until it closed in early 1967. The company‟slastnewbicyclewasthe„Revelation‟smallwheeler,whichwasreleaseProduction ofmotorcycles ceased in 1970 and the original Redditch, Worcestershire-based company was dissolved in 1971, Enfield of India continued producing the „Bullet‟, and began branding its motorcycles„RoyalEnfield‟in1999.Alawsuitovertheuseof„Royal‟,broughtbytrademark ownerDavidHolder,wasjudgedinfavourofEnfieldofIndia,whonowproducemotorcycles under the Royal Enfield name.

OBJECTIVESOFTHE STUDY

Thefollowingaretheobjectivesofthestudy:

Primaryobjectives:

 TofindtheCustomerPreferencelevelatthetimeofpurchasingofBulletRoyal Enfield two Wheeler regarding the service provided.  Tofindoutany drawbacks intheservicedelivery.

 Toprovidesuggestions,inimprovingthecustomersatisfactionandthe company sales and profitability.

Secondaryobjectives:

 Todeterminetheperformanceofthecompany.

 Tomarksuggestionsforpromotionalmeasurestoincreasethecustomersatisfaction.

 Tostudy thedemographicprofileof the respondents.

 Toanalysethefactorsinfluencing purchasedecisionofRoyal Enfield.

 ToidentifytheeffectivenessofmarketingstrategiesimplementedbyRoyal Enfield bullet.

SCOPEOFTHESTUDY

ThescopeofthestudyistofindoutthesalesstrategywithreferencetoRoyalEnfieldbikes. The study covers the different aspects of sales strategy. This has been conducted in Patna. Thescope of the study is to judge the level of sales of bikes with respect to awareness and perceptionofRoyalEnfieldBikes.Thisstudyisaimingforconvertinglesssalesintomore sales to the customers.

NEEDFORTHESTUDY

Thesedaysitisveryclearthatmarketishavingdrasticchangesandallthecompaniesare acting according to it because to survive in the market and this should be achieved by studying about the customer options and analyzing their future requirements.

Thisstudyisdefinitelygoingtohelptoanalyzethecustomerandcantakenecessarysteps for the improvement of the services by the company.

Becausecustomersarerealadvertisementforanyproductsothecompanyshouldbein positiontomeetthecustomerrequirementsandalsoshouldmaintaintheCUSTOMER RELATIONSHIP.

ROYAL ENFIELD is not only concerned with selling of their products, they are also concerned with providing serviceto the customers after selling. So thereis necessity forthe company to find out the satisfaction level of customers, at different levels in the company. Whichhelptheorganizationtofindoutthewaysinimprovingtheservicebeingprovidedto the customers. To increase the satisfaction level in them.

CHAPTER

INDUSTRYPROFILE

In1907,EnfieldmergedwiththeAlldays& OnionsPneumaticEngineering Co.

Fig.:1. 1913Enfield 425cc

In 1912, theRoyal Enfield Model 180 sidecarcombination was introduction with a770 ccV- twin JAP engine which was raced successfully in the Isle of Man TT and at Brooklands.

FIRSTWORLDWAR(1911–1921)

In1914EnfieldsuppliedlargenumbersofmotorcyclestotheBritishWarDepartmentandalso wona motorcycle contract for the Imperial Russian Government. Enfield used its own225 cc two- strokesingleand425ccV-twinengines.Theyalsoproducedan8hpmotorcyclesidecar model fitted with a Vickers machine gun.

Inter–waryears(1921-1939)

Fig:-2 1923RoyalEnfield 225cc

In 1921, Enfield developed a new 976 cc twin, and in 1924 launched the first Enfield four- stroke 350 cc single using a Prestwich Industries engine. In 1928, Royal Enfield began using the bulbous „saddle‟ tanks and centre – spring girder front forks, one of the first companies to do so. Even though it was trading at a loss in the depression years of the 1930s, the company was able to rely on reserves to keep going. In 1931, Albert Eddie, one of the founders of the company, died and his partner R.W. Smith died soon afterwards in 1933.

SecondWorldWar(1939 – 1945)

Fig:-3 RoyalEnfield 250 cc,type 11F

SpringframeBullets350cc1949– 1970

Fig;-4 RoyalEnfieldinMadrid, Spain

In 1948, a groundbreaking development in the form of rear suspension springing was developed, initially for competition model “trials” models (modern endrurotype machines), but this was soon offered on the roadgoing Model Bullet 350cc, a single cylinder OHV. This was a very popular seller, offering a comfortable rid. A 500cc version appeared shortly after. A later 1950s version of the Bullet manufacturing rights and jigs, dies and tool was sold to India for manufacture there, and where developed versions continue to this day.

500Twins,Meteors,SuperMeteorsandConstellations1949– 1963

In1949,RoyalEnfieldversionofthenowpopularsellingparalleltwinsappeared.This500cc version was the forerunner of a range of Royal Enfield Meteors, 700ccSuper Meteors and 700cc Constellations. Offering good performance at modest cost, these sold widely, if somewhatquietlyin reputation. The 700cc Royal Enfield Constellation Twin has been described as the first superbike.

The iconic Continental CT café racer is launched to great acclaim when a team of journalists ride one from John O` Groats to Lands End in under 24 hours, including 8 laps of the Silverstone circuit. The GT features a fibreglass racing petrol tank, clip-on handlebars, rear sets, a humped race seat, rev counter and a swept – back exhaust.

Withonlytwomodelsleftinproductionatthestartoftheyear–the250ccContinentalGTand the 736cc interceptor – Royal Enfield‟s Redditch facility closes and the site sold to

developers. Production of the interceptor continues at Enfield‟s underground facility at upper westwood, near Bradford on Avon, until its closure in June 1970.

Enfield India produces the world‟s first and only mass – manufactured diesel motorcycle. Known as the Enfield Diesel, it uses a highly fuel efficient 325cc power unit installed in the standard Bullet rolling chassis.

Commercial vehicle and tractor manufacturer. The Eicher Group, acquires Enfield India Limited.EicherhasrootsinIndiadatingbackto1948.ItrenamesthecompanyRoyalEnfield Motors

Limited.

Forty Royal Enfield motorcycles climb to Khardung la, the worlds highest motorable pass, settingaprecedentforepicridesacrosssomeoftheworldsmostdifficultterrainandcreating a blueprint for the annual Himalayan Odyssey ride.

Utilising the design skills of Austrian company AVL, production of a revised 350cc all – aluminum lean-burn Bullet engine, known as the A350, begins at a new Royal Enfield plant near Jaipur, Rajasthan.

TheElectrax,anexportBulletwitha500ccversionoftheall – alloylean burnengine,goes on sale. The retro – styled „Bullet machismo‟ is rated the „No.1 Cruiser‟ in a TNS Autocar survey.

RoyalEnfieldcelebratesits50thanniversaryinIndiawiththereleaseofcommemorative thunderbird and Bullet Electra models and „The Legend Rides on` coffee table book.

The Thunderbird Twinspark is launched in India with the new unit construction Engine (UCE),RoyalEnfieldbeginsexportingtheClassic,India`sfirst500ccEFI,EUROIII– compliant motorcycle, to European markets.

The 500cc UCE engine is launched in India. The retro – styled Classic version immediatelyachieves cult status and sales grow rapidly.

ManufacturingcommencesatOragadam,TamilNadu.Thisstate-of–artfactory,which includes a robotic plaint facility, will be the nucleus of Royal Enfield‟s future global ambitions.

Forty–eightyearsafterdevelopingitsfirstproductioncaféracer,RoyalEnfieldrollsout the all- new Continental GT. Featuring a cradle frame designed by Harris performance and a

535ccUCEengine,thisnewcaféracerbecomesthestartingpointfornumerouscustom builds.

RoyalEnfieldintroducesanewretailexperienceinIndiawiththeopeningofthefirst-its-kind exclusive gear store at Khan market, New Delhi.

The company acquires Harris performance, a renowned British motorcycle design and fabricationfirm,toenhanceitsengineeringandfabricationfirm,toenhanceitsengineering and product design capabilities. Royal Enfield North America is established. With headquartersinMilwaukee,Wisconsin,it‟sthecompany‟sfirstdirectdistributionsubsidiary outside of India.