Group Members

1. Pooja Nadgouda 25
2. Sandip Patil 36
3. Vivek Dabhi 48
4. Rachita Revankar 52
5. Jatin Lodhiya 57
6. Sarabjit Kaur 58
Logo
 History
1. It was founded in 1893 by Albert Eadieand
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.
 History
6. 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

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

 Later Models

Classic 500
 Thunderbird
Twin Spark
üOn Road Price : Rs. 1,06,000
üPower : 19.8 bhp @ 5250 rpm
üBrake (front) : 280 mm disc brake
üBrake (rear) : 152.4 mm drum brake
üEngine Type : Single cylinder, 4 st, dual spark
1.
üTank capacity: 15.5 liters
 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
5.
 Brand
Ambassador
1. Mr. John Abraham.
2. One year contract.
3. Cost-Rs. 1,00,00,000
 Reasons for selecting
John Abraham

1. He got the permanent image of a bike rider.

2. People like to see him with motorcycles
3. His personality matches with our product.
4. He is most suitable to be the brand ambassador
of our product.
 Description for
video advertisement
1. A young man is going to a village on the
Royal Enfield Thunderbird motorcycle
2. 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 advertisement
6. 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 Duration Total Cost
showing add
once

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 50,000 1 months 10,00,000

tum
=30,80,000
Print Advertisement

Real
bike
for real
men
 Buget ofPrint
Advertisement
Newspaper Page Cost of Duration Total Cost
showing add
once

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

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

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

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

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

=2,26,00,000
 Total Cost
1. Cost of creating Video advertisement - Rs .
1,50,000
2. Cost of telecasting video advertisement-Rs.
30,80,000
3. Cost of creating Print advertisement - Rs.
60,000
4. Cost of showing print advertisement- Rs.
2,26,00,000
5. Cost for brand ambassador-Rs.1,00,00,000
6. Total cost-3,58,90,000
7.