Brand Personality Assessment of Royal Enfield

Only available on StudyMode
  • Topic: Royal Enfield, Brand, Royal Enfield Bullet
  • Pages : 11 (3972 words )
  • Download(s) : 209
  • Published : January 18, 2013
Open Document
Text Preview
Contents
Introduction1
First World War (1911–1920) Inter-war years (1921–1939) Second World War (1939–1945)1
Royal Enfield in Nepal1
Customer’s attitude towards Royal Enfield4
Positioning of Royal Enfield as a brand5
FINDINGS6
Aaker’s Brand Personality Scale6
Projective Technique7
Zaltman Metaphor Elicitation Technique (ZMET)10
Fournier Brand Typology12
Conclusion and Recommendation12

Introduction
Manufactured in Redditch, UK, the Bullet was the culmination of designs that date back to 1933. The classic 350 cc model made its debut at the Earl’s Court motor show in 1948 and was an immediate success. Its big brother, the 500 cc came along later, in 1953. In 1955, a satellite factory was established in Madras, India, to meet demands from the Indian Army. When the UK factory closed in 1970, the Madras plant continued production. In 1994, Enfield India was acquired by the large engineering group, Eicher, which has since made a number of improvements to the bike. However, despite these, its distinctive appearance remains unchanged and provides an opportunity to enjoy the privilege of riding a “classic” reproduction bike. First World War (1911–1920) Inter-war years (1921–1939) Second World War (1939–1945)

1913 Enfield 425cc 1923 Royal Enfield 225cc 1941 Royal Enfield 250cc

Royal Enfield in Nepal
All the Royal Enfield motorcycle in Nepal is imported from India by Dugar Brothers and Sons. It is manufactured in Chennai, India and by 2013 its Pune branch will also start manufacturing and the facility will be of same capacity. Currently 70,000 to 75,000 units of motorcycle are manufactured in a year. Dugar Brothers and Sons is the sole distributor of Royal Enfield in Nepal. It branches are in Kathmandu, Narayanghat, Birgunj, Nepalgunj and Biratnagar. Among these branches Narayanghat and Biratnagar branch has the highest number of sales. It has many distributors spread around the nation. Among all the branches and distributor the most number of Royal Enfield motorcycle is sold by the dealer in Pokhara and dealer in Butwal’s sales volume is the second highest. The highest number of sales is usually during festival season. Royal Enfield Bullet Electra/classic 350 cc are the two most selling brand here in Nepal and the same product of 500 cc is the second highest selling Royal Enfield bike. Royal Enfield’s most popular brand of today is Bullet and it is often taken as synonymous to Royal Enfield. And this is the only bike in the 350 cc and 500 cc segment of bike here in Nepal. And thunderbird segment is least popular and not sold currently. Royal Enfield was first manufactured in England more than hundred years ago. It has a long legacy and a war history as this motorcycle was used in both first and second world war. It has always been perceived as a quality product and it has been able to retain the same perception even after a century and it has been able to position itself as a Luxurious, Premium and a quality product. Royal Enfield’s target customers for Nepal are upper middle and upper class segment. It faces competition from new brands like KTM Duke, VR and others sports bikes. But it has its own set of loyal customer and these competitors are of very little threat to them as the model and performance both vary largely from other bikes. It is a premium brand and its part and maintenance cost is high as well and it even consumes more fuel as its millage is about 20-25 Km per liter of petrol and petrol in Nepal is expensive too. It is a luxurious item for Nepalese people and hardly used by a middle class commuters. There is no age limit for the product like Royal Enfield Motorcycle as people from teen to older generation of 45 and above still have the love for the bike. Customers of this bike can be adventure rider, traveler, once that have the love for classic things or admirer of a legacy it carries. Royal Enfield has become very popular...
tracking img