Indian Brand Gone Global : Royal Enfield
Royal Enfield is one of the oldest motorcycle brands in existence for centuries. It became popular in several countries and the first Bullet model is still one of our favorite motorcycles and one of the most durable. In India, the company became popular when the Indian government ordered 800 model bullets to patrol the Indian border.
How did they start?
The Enfield Cycle Company Limited was founded by Albert Eady and Robert Walker-Smith. The parent company was founded in Redditch in 1893. The first bullet motorcycle appeared on the market in 1901. Credit for the actual production and design of the first Royal Enfield goes to Enfield Cycle. Royal Enfield had partnered with the Indian company Madras Motor to form Enfield of India.
Since then, Royal Enfield has gradually become one of the luxury brands in India. In 1962, India itself started manufacturing bicycle parts. Indian Enfield continued to produce Bullets sold as Royal Enfield in 1999. A series of models sold and made in India include Café Racers, Retros, Cruisers, and Adventure Tourers. The first Enfield motorcycle model was built in 1901.
The first Royal Enfield models were 350cc bullets. The company continued to grow and, after supplying large quantities of motorcycles to the British Army during World War I, signed contracts to supply motorcycles to the Russian Empire. In 1921, during the post-war period, the company developed several models with large engines and attractive designs. The company also started using better engines and tanks.
Prior to World War II, the Enfield Cycle Company was employed by British authorities to design and manufacture motorcycles for military personnel. Between 1946 and 1954, the modernized company offered Model G, Exmilitary C, Model J, and CO for sale. In the years that followed, the company continued to produce and market new and upgraded motorcycles.
Marketing Strategies and Interesting Reasons for Success ;
- Royal Enfield Product Strategies
After working with Madras Motors in India, the company started producing motorcycles for military personnel. Later, over time, motorcycles took over the entire market. Rugratei Singh, current president of Enfield in India, says, “You have to decide whether to keep your bike in the living room or ride it.”
Because aesthetics are eye-catching, manufacturers focus on making their designs as attractive as possible. The company is also known for manufacturing stationary engines for lawnmowers, bicycles, attachments, and other uses. The portfolio consists of the Bullet 350, Machismo 500 and Electra 5S, Classic500, Battle Green, Chrome, Squadron Blue, and more.
- Royal Enfield Deployment Strategy
Royal Enfield is located in many countries around the world, including India, the UK, Australia, Japan, Canada, Russia, and the Netherlands. Initially, spare parts and components for the Bullet 350cc were imported from the UK, but later, by 1962, India began manufacturing the components at its Chennai plant. By 2013, the Thiruvottiyur plant had become the second-largest manufacturing plant in India. Available in many countries, dealer stock has increased. India itself has 394 stores in each state, including three federal territories.
- Royal Enfield Pricing Strategy
Royal Enfield has a history of hundreds of years. One of the oldest two-wheeler brands in the motorcycle industry. He not only belongs to the elite class of society but also symbolizes the status of a motorcycle enthusiast. Targets young and middle-aged people who understand buying quality products at reasonable prices. Manufacturers offer high-quality, stylish, and powerful products that no one will refuse to buy, regardless of the asking price.
- Royal Enfield Advertising Strategy
The company has developed a variety of advertising campaigns that are widely launched and distributed across all social media channels, and various advertising networks such as television and print media advertising. The company has also volunteered on many shows and programs to increase brand awareness. The Royal Enfield has won numerous awards and was praised by former President Barack Obama as the best motorcycle he knows. Today, Royal Enfield
campaigns, campaigns provide ads that provide specific purposes for products and companies. These are some of the campaigns running the Royal Field.
- Printing Campaign
In 2010 Royal Enfield started a print campaign to promote the bicycle of the Thunderbird series. This campaign went under the name “Leave the House” to encourage the Indian youth beyond the house. Weiden + Kennedy Delhi created this printed campaign. This campaign was launched as a series of short-term stories, and three of them were subject to the subject research, the hero’s history, and screenshots. The flyer watching this cartoon book is to give people to be infected to travel and go to fun. The company also presented the second edition of the same type.
- Protective Reducer Campaign
Cooperation Weiden + Kennedy India, Royal Enfield has started a new ad campaign that contributes to the same company’s protected driving mechanism. Campaigns designed to provide the advantages of protective gears Royal Enfield will increase rider trust and increase rider trust to explore the world. The gear is full of safety features suitable for all climates.
Conclusion
This famous motorcycle brand has established itself as one of the best motorcycle brands in the world. It can be concluded that the products they offer are all about aesthetics and quality. This is why the company created and launched most of its advertising campaigns in digital media.
