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BRAND AWARENESS TOWORDS ROYAL ENFIELD

CHAPTER 1 GENERAL INTRODUCTION


Introduction to marketing: Marketing consists of all activities by which a company adapts itself to its environment creativity and profitably. It is the whole business seen from the point of view of its final result that is from customers point of view. Basically businesss job is to convert societal needs into profitable opportunities. Marketing is an attempt to anticipate satisfies the needs, wants and demands of the consumers or the society. Philip Kotler has said Marketing is determining the needs and wants of target markets and delivering the desire satisfaction more effectively and efficiently than competitors. Thus goes to show that consumer is the key to the success to any companys marketing services. Evolution of marketing: The development of marketing concept is evolutionary. The evolution of marketing is one of the oldest professions of the world. Marketing is both philosophy and a technology. As a philosophy, it guides and directs the business thinking i.e. whether to produce or not to produce. As a technology it is concerned with deciding what should be produced, how and when products could be most efficiently distributed among the customer. Hence we can say that producers have to face the changing conditions caused by human behavior. The entire history at development accounts for the changes caused by change in human behavior and it with the marketing concepts is due to change in human behavior.

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Distinction between Market & Marketing: Market is an arrangement providing an opportunity to exchange goods. In the market forces of demanded supply operate directly by means of communication and fix prices. Whereas marketing is sum totals of all those activities that is related to free flow of goods from the points of production to consumption. Physical movements of goods are the hallmark of marketing. That is once the price fixation is done, the journey is to start from seller and end at buyers. Under the marketing concept the different heads and concepts studies are: 1. Production concept 2. Societal concept 3. Product concept 4. Selling concept 5. Need wants and demands. The marketing concept is a business philosophy that challenges the previous concepts. It meets the needs profitably and helps in finding the wants to fulfill them. 1) Societal marketing concept holds that the organizations task is to determine

needs wants and interest of targets markets and to deliver the desired satisfaction more effectively than competitors in a way that preserves enhances all the consumers and societys well being. 2) Production concept says that consumers will favour those products that are

widely available and low cost. Managers of production oriented organization concentrate on achieving high production efficiently and wide distribution coverage.

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3)

Production concept holds that consumers will favour those products that

offer the most good quality, performance or innovative features. 4) Selling concepts holds that consumers, if left alone, will ordinarily not buy

enough of the organizations products. The organization must therefore undertake an aggressive selling and promotion effort. 5) Wants and demand concepts say that a human need is a state of felt

deprivation of some basic satisfaction? Wants are desired for specific satisfies of these needs. Demands are wants for specific products that are backed by an ability and willingness to buy them. Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering and exchanging products of value with others. Hence the important of marketing arises.

Here different Heads studies are: 1. Analyzing Market opportunities. 2. Researching and selecting target Markets and positioning the offer. 3. Planning Market Demand 4. Current marketing situation.

A firm due to constraints on resources cannot exploit all marketing


opportunities existing in marketing environment. As opportunities should have to be diagnosed and evaluated to choose only accessible and feasible Marketing opportunities.

A product should be designed to cater to requirements of specific market


segments known as target markets. It is required to conduct research to identify the target market segments, which can be chosen by the firm.
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Since marketing is consumer oriented it is necessary to assess the market


demand for a product so as to manufacture required quantity and supply at right time.

All marketing activities should be organized and implemented keeping in mind


the current marketing situations, which can be determined by analyzing the entire environment factor affecting process of marketing.

Marketing function is defined as an act operation or services by which original


product and the final consumer are linked together. The concepts studied are: 1. Macro Environment 2. Buying functions 3. Methods of Buying 4. Estimating current demands: Total Market potential Area market potential

5. Marketing Mix 6. Segment of Market.

1)

The macro environment of marketing consists of

a) Demography b) Economy c) Social and cultural d) Political and legal e) Technological

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(a) The demographic environment of marketing studies is a scientific study of human beings, populations and distribution. Quantitative elements such as age, sex, education, occupation, income, etc are also studied here. (b) The people constitute only one element of a market. The second essential element of a market is purchasing power and willingness to spend by people then only comes the effective demand. That is why the economic conditions play a significant role in marketing. (c) Social and cultural forces usually influence the welfare of a business concern in the long run. The society is ever changing. New demands are oriented and old ones are lost in due course. Hence marketing management is called upon to mark necessary adjustments in marketing plans in order to fulfill new social demands. (d) Political and legal forces are important in marketing services, activities and operation of business enterprise. Marketing systems are affected by governments Monetary and fiscal policies, import export duties and policies and customs duties, anti-pollution lawn etc. (e) Consumer purchases and the manner in which they are consumed reflect a societys life style. Technological forces help to shape changes in the style of living of consumers. Marketing management with help of technology can create and deliver standards, and style of life. It has the responsibility of relating, changing life style patterns, values and changing technology to marketing opportunity for profitable sales to particular market segments.

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2)

Buying is procurement of goods or services for eventual resale to the

consumers or industrial users. Different functions are: (a) Planning purchase of goods (b) Contractual function (c) Assembling (d) Negotiation (e) Contractual a) Planning purchases of goods implies planning of purchases for the organization or consumers. b) Contractual function is concerned with searching for and determining the sources of supply and establishing and maintaining contacts with them. Establishment of relationship is with view to earn name and fame. c) Assembling nears bringing together to collecting a large amount of similar goods a many producers for resale in a single region. Assembling and buying are not one and the same. Assembling brings together goods of same type from different source where as buying involves purchase of variety of product. d) Getting together of business buyers and suppliers with a view to discuss the contents of contracts as the price, payments, quality can be said as negotiation. e) Actual entering into contract to buy is end of buying function. The provisions of sale of goods Act with which we operate the business to protect the will
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and interest of parties of business. It binds both parties to that aggrieved party to get justice for breach of contract by other.

3)

Methods of buying: Buying is the basic marketing activities. Good buying can be defined as buying

and right price. There are different methods of buying namely. a) Concentrated buying: If purchases are confined to a very few sources of supply, it is concentrated buying. b) Diversified buying: When a buyer decides to buy good required from a large number of suppliers it is know as diversified buying. c) Reciprocal buying: The main idea of this is that the purchases are mutual i.e. 4) You buy our products, and then we buy your products.

MARKET POTENTIAL Current and future market demands are determined by analyzing the entire environmental factor affecting marketing process. The two way of estimating demand are: Total market potential: It is demand that exists for a product in all areas put together. The demand may be for a product in all areas put together. The demand may be for a product or service & the area may be for a state, country and continent or may be the whole world itself. Area Market potential: It is demand that exists for a particular product or service in it particular area of market. Say Jayanagar in Bangalore or Sanjaynagar in Bangalore etc.
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5) In market planning we use marketing information to assess the situation. We have to select specific marketing targets in form of market segments. For each segment or diversion of the market formulate a combination of number of devices or types of marketing activities that are coordinated into a single marketing program to reach a particular target or market segment. The combination of these is marketing mix. The basic marketing mix is blending of four inputs, which form core of marketing system. They are: a) Product mix: It is the thing possessing utility. It has four main components namely product range, after sales service, brand and package. b) Price mix: Price is the valuation placed upon the products by offered. It has to cover pricing, discounts, allowance and terms of credit. It manly deals with price competition. c) Distribution mix: Distribution is the delivery of product and right to consume it. It includes channels of distribution, transportation, and ware housing and inventory control. d) Promotion mix: Promotion is the persuasive communication about the product by offer to the prospect. It covers advertising, personal selling, sales promotion, publicity, public relations, and exhibition of demonstrations used in promotion. Largely it deals with non-price competition. Market consists of buyers & buyers differ in one or more respect. They may differ in their wants, purchasing power, geographical location, buying attitudes & practices. This varied complex is main cause of market segmentation. Hence it is
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a method of achieving maximum market response from limited marketing resources.

6). The different segmentation is: Geographic Segmentation: Geographic location is usual & popular basis for market segmentation. Further distinction as rural & urban markets, city & suburban markets etc also form geographic segmentation Demographic Segmentation: Demography is study of population.

Demographically characters such as sex, age, marital status, number & age of children, place of residence, mobility, income, education, occupation, family life cycle, social class, culture etc., make the base of demographic sub culture. Psychographics Segmentation: Here buyers are divided into different groups on the basis of social class, life style & for personality characteristics. People with in same demographic group can exhibit very different psychographics profiles.

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ABOUT INDUSTRY: BRIEF HISTORY OF THE TWO WHEELERS IN INDIA: India is the third largest producer of Two-Wheelers after Japan and China, and the second largest consumer after China, despite the poor road infrastructure and the meagre purchasing power, the two wheeler industry in India has enjoyed a wider appeal with the masses as a means of private transportation. Two-wheelers are usually classified in 3 types Scooters, Motorcycle and Mopeds. A look at the Post Independence era that the Two-wheeler industry has witnessed three distinct phases of growth.

Phase l (1947 to 1984): -

The Indian Two-Wheeler structure was quite

monopolistic during the first 37 years since independence when volumes grew at a slow pace. Bajaj auto had an undisputed leadership oven the market, which was a major player in the industry consumer, had to literally wait for years before acquiring a Bajaj vehicle. The industry registered a compounded growth rate of 12% during the seventies. Phase ll (1984 to 1994): The second phase began in the mid eighties

when the scooter was partially deregulated. This phase saw Japanese companies typing up with domestic players and newer models were introduced in specific segments. Even through the demand was apparently strong for scooter, most of the Japanese ventures like Kawasaki Bajaj, Hero Honda, TVS Suzuki
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opted to produce motor cycle except for Kinetic Honda which chooses to manufacture scooter. The annual growth rate for the two-wheeler industry during the phase stood at 16.40% this phase extended till the early nineties and there was a succession during the last part of this phase i.e. 1992-1993. The production of scooter fell by a step 16% in 1992-92.and by 8% the following years. Phase lll (1994 to ): - This phase began in 1994 when sales started accelerating. The market saw a step increase in the demand. In 1995, the industry produced about one million scooters, 6 lakhs motorcycle and 5 lakhs mopeds. The motorcycle segments sales grew by 27.80% from April 1995 to December 1995. During the same period, scooter sales grew by 17.26% and mopeds by 20.70%. Almost all companies are going in for capacity expansion.

FUTURE OF THE TWO-WHEELER: Gearing up for new millennium: - The motorcycle industry is growing very fast in India. It is emerging as a big motorcycle market The reasons for this are: Affordability Easy finance scheme Life style Value for money New technology

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Both the two-stroke and four-stroke motorcycle will be well equipped to combust pollution by 2000AD. By the Euro norms, pollution control will become very stringent and only those manufacturers will survive, who have very strong R & D for quality control. All vehicles will have to meet these norms. This is very important for the motorcycle industry. These days, motorcycles are not just for the Indian market. Indian bikes are now being manufactured by keeping in mind both international standard and the world market. Motorcycles today have become a vehicle for the middle class and upper middle class. Quality will sell and good product will run, come, what may. Gone are the days when we could expect a customer to walk in. Today the trust is on the concept of selling the vehicle, which includes marketing, advertising and after sales service. The Euro ll norms will have to be followed strictly. In order to meet the Y2K pollution norms (Euro-ll) all the other motorcycle manufactures have to adopt either Four-stroke technology on catalytic converter fitted in their existing two-stroke motorcycle. As per the government regulation, Euro-ll norms have to be implemented by every two-wheeler manufactures from March 31, 2000. And whichever company is able to get through the chaos will exchange winner.

Today, India in merging as the second largest two-wheeler market in the world. The annual sales demand is likely to touch 3.70 million by 2000A.D. Market potential: Is the limit approached by market demand as industry marketing expenditures approach infinity, for a given environment. Market growth rate: It is the rate of growth of the two-wheelers in the market with to its previous year sales with that of the present years sales. Market growth rate of two-wheelers in India is 88.24%.

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Market share of Two-Wheeler Companies: The companies overall market shares in its sales expressed as a parentage of total market sales. The market as a whole consists of Two-Wheelers and FourWheelers, which are used by the consumers probably for personal use for their transportation and time management. Market share occupied by the two-wheeler sector in India is 77.10%. Various players in the industry: ROYAL ENFIELD HERO MOTOCORP BAJAJ TVS YAMAHA SUZUKI HONDA

Brief history of various players of industry: ROYAL ENFIELD: The concept of Royal Enfield bikes in India began with the Indian army placed an order for these motor cycles. Since the UK factory was unable to meet the demand, Madras motors in India took up the responsibility to assemble them. Royal Enfield India made its debut in 1949 with the launch of the 350cc bullet. Royal Enfield bikes were marketed by Madras motors. On rising demands for
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rising indigenous bikes, the manufacturing of Royal Enfield bikes parts began at Madras motors SCOOTERS: Bajaj Auto Ltd.: It is the second largest manufacturers of scooter in the world. Bajaj auto started in collaboration with PIAGGIO in 1960 till they parted ways in 1971. But the Bajaj scooter still retains the original Italian design. In the twowheeler segment there has been very title change in the technology and so the technology gap is smaller.

MOTOR CYCLES: Hero MotoCorp Ltd.: The Company was promoted by Hero cycles (p) Ltd. In 1984, in collaboration with Honda company, Japan. This was the second Japanese 100cc mobile to enter the Indian market, the first being TVS-SUZUKI, Hero MotoCorp (formerly Hero Honda Motors Ltd.) introduced Hero Honda CD100, which was the first four-stroke motor cycle to be introduce in India in the 100cc range.

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. TVS MOTORS LTD.: TVS Motor Company is the third largest two-wheeler manufacturer in India and one among the top ten in the world, with annual turnover of more than USD 1 billion in 2008-2009, and is the flagship company TVS Motor currently manufactures a wide range of two-wheelers from mopeds to racing inspired motorcycles.

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CHAPTER 2 RESEARCH DESIGN BRAND AWARENESS TOWARDS ROYAL ENFIELD IN

BANAGALORE CITY

a) Statement of problem: The research problem selected for the analysis is entitled Brand Awareness for ROYAL ENFIELD in Bangalore city this topic is selected because ROYAL ENFIELD is one of the largest selling two wheelers in India and to know the strength and weakness of this two wheelers. The study has been conducted.

b) Scope of the project: 1. Finding out the strength and weakness attributed where it can correct its faulty facts. 2. Finding the number of future purchases. 3. Finding the market potential and awareness of this vehicle 4. Finding the position of the vehicle among the competitors 5. Finding the perception of consumers about the vehicle.
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to ROYAL ENFIELD,

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c) Objective of the study: 1. 2. 3. To determine the awareness level of the consumer about different brands of two wheelers. (Includes both user and non-users) To determine the consumer perception regarding different attributes of two wheelers. To study consumer perception regarding ROYAL ENFIELD in particular and to know the most satisfactory attributes of ROYAL ENFIELD (includes both user and non-users) 4. 5. To know the reasons and intentions behind purchasing or not purchasing ROYAL ENFIELD (includes both users and non-users) Other suggestions based on the finding for the improvement.

METHODOLOGY OF STUDY: I. Sampling Design A part of population is known as a sample and drawing a sample from larger population is called sampling. A good sample should be representative, accurate and precision sampling can be categorized into two generic types: a) Probability sampling b) Non probability sampling Sample procedure for the project work
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The sampling method used is convenience sampling, a category of nonprobability sampling since the respondents were chosen by me and were not provided by the company. The area of sampling is in Bangalore City.

Sample size for project work It is impossible to collect the response from the total population due to limitation of time. The total sample size taken for survey is 50 respondents. II Method of data collection Data collection tool is to collect the primary data, the, data collected specifically for the study is not published anywhere is collected through Questionnaire and direct interview. It is used to collect data about the general perception of two wheelers, user perception of royal enfield and its other competitors. Secondary data was collected from various sources like reference books on marketing, consumer behavior, business and automobiles magazines and Internet. Data for project work was collected from primary and secondary source data.

III

Designing for Questionnaire:

The designing of questionnaire needs precision and classifies of the subject. So that respondent easily understands the questions and will reply the answers sincerely and correctly. The concept of sealing is used to know the satisfactory level for the Royal Enfield with users.

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IV Field works for project: The fieldwork for the project was carried on for one month in Bangalore City. The fieldwork schedule contained structured set of questions to be answered by respondents to suit the objectives of the project. The respondents were contacted at place like colleges, offices, residences, and service station and in ROYAL ENFIELD showroom. The respondents interaction was for a time period 5-15 minutes. V Analysis of the data:

The data for analysis of project was collected from both the primary and secondary source. The data thus collected during the interaction with respondents were organized, processed and edited before tabulating and drawing the inference from them. The data so got was analyzed using statistical methods and techniques like tables, percentages, averages etc and interpret them properly and came to conclusions, Graphical representation of data was done.

VI Research instruments Research instruments or tools are used in the process in order to find out respondents perception towards royal enfield and two wheelers. Research instruments are also used for gathering necessary data for the subject.
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The instruments used in the research are: Questionnaires Direct interview.

VII Limitation of the project: 1. Project work and study is confined to Bangalore City only. 2. The data was collected only from 50 respondents. Their feeling and views are portrayed in a statistical and graphical manner. This it can be a limitation. 3. The overall sample size is 50. Hence this is not to be a truly representative. 4. Due to time constraints I wasnt able to spend much for detailed investigation. 5. Many of the respondents neglected to answer some questions and the information provided by them are very less and vague. 6. The respondents may not have provided the exact details

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CHAPTER - 3 COMPANY PROFILE


Company: Classic Bikes with power for leisure riding is what a Royal Enfield bike stands for, and R---segment of the market in India by leaps and bounds. Its exquisite range of Motorcycles Company with power, riding comfort and ruggedness to deliver a unique motorcycling experience The Beginning: Royal Enfield India was set up in 1955 when it started receiving 350 cc bikes in kits from then in Chennai, India. But eventually the entire bike was manufactured in India and a company started manufacturing the 500 cc Bullet. By its sheer power, unmatched stability, and rugged good looks, the bullet dominated and continues to dominate the Indian roads. Its every motorcyclist in India with even the Indian Army and Police endorsing the Bike. The Essco Chapter: In 1990, Royal Enfield entered into a strategic alliance with the Essco group, and later in 1994. The Eicher Group, is one of Indians automotive group with diversified inter of Tractors, Commercial Vehicles, Automotive Gears, Exports, Garments, Management Consultant.
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Since then, the company has made considerable investments in modernizing its manufacturing systems and in 1996, when the Government decided to impose stringent norms for emission first motorcycle to comply. Royal Enfield is amongst the first few Indian WVTA (Whole vehicle type Approval) for meeting the European community norms.

Royal Enfield revving up: With the finest and brightest of teams in the country, comprising of management professional committed workforce, the Company has a unique and open culture, making Royal Enfield a company. To its customers in India and elsewhere in the world. Royal Enfield means more than is a sense of belonging to an exclusive community with unfading passion, emotion and interest set to augment its leadership position, be it in the power and leisure bike segment in India. Segment elsewhere in the world, by introducing distinctively styled and higher-powered motor existing communities around its products, expanding its network, and delivering unique motors.

ORIGIN OF THE ORGANIZATION George Townsend can be considered as the earliest pioneer who aided the set up of Royal Enfield range of Two Wheelers He sets up a mill called Givry Works in Hunt End, England. And 20 years later, Forest, Georges step-son brings into the factory one of the first boneshakers, a quasi-cycle with an iron backbone, wooden wheels, iron tires and pedals of wood. But it was RW Smith and Albert Eadie who marked the birth of the Enfield brand. RW Smith and Albert Eadie took control of Townsends and re-christened it The Eadie Manufacturing Company. Soon, they stumble upon a contract with Royal Small Arms factory in Enfield, Middlesex to supply precision rifle parts for
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the making of Enfield rifles. Meanwhile, they make their first new bicycle-called the Enfield. The Enfield is marketed through a new company- The Enfield Manufacturing Company Ltd. A year later, the cycles were launched publicly and the company added the word Royal to the name. With that, the legendary trademark Build like a Gun appeared for the first time. This marked the birth of the Royal Enfield brand.

India had the first touch of the Royal Enfield range when two young businessmen, Mr. Sundaram and Shankar, of the Madras Motor Company started importing the Bullet motorcycles into the southern port city Madras, India under Enfield India Limited Incorporated. The first plant was set up at Madras, India, thus marking the beginning of the era of motorcycling in India. At first, kits were sent to India and were assembled here. Then, mudguards and frames followed. Soon, Enfield began sending engine kits for assembly. And before long, they too were being made indigenously, meaning the entire bike was being manufactured in India. Classic Bikes with power for leisure is what a Royal Enfield bike stands for, and Royal Enfield leads this segment of the market in India by leaps and bounds. Its exquisite range of motorcycles combines distinctive styles with power, riding comfort and ruggedness to deliver a unique motorcycling experience. The beginning Royal Enfield India was set up in 1995 when it started receiving 350cc bikes in kits from the UK and assembling them in Chennai, India. But, eventually the entire bike was manufactured in India and a couple of years later the Company started manufacturing the 500cc Bullet. By its sheer power, unmatched stability, superior riding comfort and rugged good looks, the Bullet dominated and continues to dominate the Indian roads. It is the dream choice of every motorcyclist in India with even the Indian Army and Police endorsing the Bike.
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The Eicher Chapter In 1990, Royal Enfield entered into a strategic alliance with the Eicher and later merged with Eicher Group in 1994. The Enfield Group is one of Indias leading automotive groups with diversified interests in the manufacture of Tractors, Commercial Vehicles, Automotive Gears, Exports, Garments, Management Consultancy and Motorcycles. Since then, the company has made considerable investments in modernizing its manufacturing technology and systems in 1996.

When the Government decided to impose stringent norms for emission Royal Enfield was the first motorcycle manufacturer to comply. Royal Enfield is amongst the first few Indian companies to obtain the WVTA (Whole Vehicle Type Approval) for meeting the European Community norms.

Infrastructure and Technology Collaborations: To manufacturer quality bikes that are well known worldwide for their reliability and toughness state-of-the-art infrastructure is required, and that is just what Royal Enfield has done at their Chennai manufacturing facility. An active in-house Research & Development wing is constantly at work to meet changing customer preferences and the challengers of Indian and International environment standards. When introducing a new product, this team undertakes will related planning which includes a rigorous customer contact program, design, concurrent engineering and testing process. The bike Designers work continuously to come up with innovative bikes designs to meet to the markets expectations Royal Enfield was also amongst the first Indian companies to introduce Enterprise Resource Planning (ERP) systems to manage its operations. It also has online supply chain management system in operation.
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Collaborations: Royal Enfield has technology tie-ups with: AVL of Austria Fritz Egli of Switzerland Cranfield University, UK Criterion Engineers UK

Manufacturing: Royal Enfields manufacturing operations; go through a series of modernization and improvement efforts, with a number of automated processes. The company has put place modern manufacturing practices like Cellular Layouts, Statistical process controls and Flexible manufacturing systems. The Chennai manufacturing facility has received the ISO 9001 Certification and for managing its operations in a clean and safe environment, it has obtained the ISO 14001 quality Certificate. Royal Enfield ensures that all the components used in the bikes are sourced from the best vendors in the Indian automotive, who are to supply according to the Companys stringent quality standards. The company works closely with all of its supplies, giving them technical and managing support while maintaining, practices like Direct-On-Line and vendor Self-Certification.

Marketing Network: You can feel the pulse of your customers, only if you get close to them. This thought process has driven Royal Enfield to set up has a wide network of 13
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marketing offices,223 dealers in all major cities and towns, 25 spare parts distributors and stockiest and 150 Authorized Service Centers. The Company also exports motorcycles to over 30 countries like the USA, Japan, Bahrain, UK, Germany and many European countries through 5 international offices, 25 importers and over 200 dealers across the globe.

PRESENT STATUS OF THE ORGANIZATION Essco Limited, part of the Rs. 1200 crore Essco Group, has achieved dramatic progress in its turnaround strategy, reporting a cash profit of Rs. 16 crore in the financial year ended March, 2009 as against a cash loss of Rs. 21.2 crore in the previous year. While Gross Sales have increases 9.9% to Rs. 634.6 crore from Rs. 577.4 crore in the previous year, net sales are up 11.4% to Rs. 550.5 crore from Rs. 494 crore in the previous year. The companys profit before interest and depreciation also improved dramatically to Rs. 40.8 crore from Rs. 2.7 crore in the previous year. After providing for depreciation of Rs. 23.6 crore (Rs. 21.2 crore in the previous year) and Rs. 24.9 crore of interest (Rs. 23.9 crore in the previous year), the results show a whopping 82 percent reduction in the loss (before amortization of VRS costs) to 7.7 crore from Rs. 42.5 crore in the previous year a swing of Rs. 34.8 crore. A charge of Rs. 9.5 crore has been made towards expenditure on voluntary retirement scheme (Rs. 9.0 crore in the previous year). Further differed tax credit of Rs. 6.2 crore for the year has been recognized in the

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Profit and Loss account for the year. As a result, the net loss (after tax) for the year is Rs. 11.0 Crore as compared to Rs. 51.5 crore in the previous year. In accordance with the mandatory Accounting Standard on deferred taxation, issued by the Institute of Chartered Accountants of India, the Company has made provision for deferred tax liabilities. The cumulative deferred tax liability as at 31.03.2001 of Rs. 23.8 crore has been provided by charging the same to the surplus in profit and Loss account as on 1.4.2001.

Speaking on the performance of Essco Limited, S. S. Sandilya, Chairman and CEO, Essco Group, said Over the last one year, our strategy has been twofold: top line growth through introduction of new products in high growth segments, enhancement of our distribution network, and aggressive marketing : and focus on cost reduction covering manpower, materials, overheads and working capital costs. This strategy has helped us achieve growth of over 10% in sales income and in enhancing the operating margin as percentage to net sales from 1% to 7%. Royal Enfield has also made significant gains in turning around its performance, by selling 24384 motorcycles as against 21874 in the previous year, thus recording a volume growth of 12%. In value terms, the turnover amounted to Rs. 144 crore representing a growth of 16% over the previous year and reflecting higher per unit realization. Bullet Electra has been well accepted in the market and currently accounts for 60% of our motorcycles sales. Bullets realization per bike has increased significantly on account of aggressive pricing, reduction in material costs, and lower levels of discounts. Bullets have also substantially improved the reach and
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effectiveness of the distribution system. New initiatives like restructuring the marketing set up and opening up of company owned and managed showrooms were taken up with a view to getting closer to the customer. The exports grew by 45% in the year to 1616 motorcycles from 1127 in the previous year. Royal Enfield today exports motorcycles to over 30 countries including USA, UK, Germany and Japan.

The comparative market share of the Motorcycle manufacturers during the year ended 31 March 2011 are as follows:

Motorcycles

2010-2011

2011-2012

Change MS

in

Royal Enfield Motors

0.8

1.0

-0.2

Hero MotoCorp Ltd.

48.3

47.8

0.6

Honda Motors Ltd.

1.5

0.0

1.5

Suzuki Motors Ltd.

1.5

1.7

-0.2

Bajaj Auto Ltd.


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25.2

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TVS Motor Company Ltd.

15.3

16.4

-1.2

Yamaha Motor India (P) Ltd

8.0

7.9

0.1

Total

100.00

100.00

0.0

ORGANIZATIONAL CHART

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C M E G A M R S R A S S S R A E A E S . L S A G L G T S E . M S N T . S G A . ML . D G A G Y E E X A

H N E

A A C

I R G U A T

M I N I V RG

A G E

N D D .T MI N I R I R E E C C K T T E E O O T SR R R S

E . SM

K. M E

A G R

. N G E E R D N A . .G L M . A A . MD N R ( S a l e s )

. .A G S G . MP E A . R R S

I O N D A I VL I M S I A OR N .N M A A . G L / E RZ R . . MM E S M( R A . MN A. ) G O E F R I O N A L O F F I C E . A S MS EA L M E O N N SA F F

..

. M

I AO A G R S E MS R T A . S N S A A A L S LGE S E SE T S R . N M S A AR G N. E S A R A G L S E E R R S . I SC A E LR E S S OE FR EO NF

MM GF

AA IG C

NN

.E S R S SU P

F V I CI C E E R

ROYAL ENFIELD BIKES & SPECIFICATIONS: THUNDERBIRD 500

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BRAND AWARENESS TOWORDS ROYAL ENFIELD

ENGINE TYPE DISPLACEMENT MAX. POWER MAX. TORQUE ENGINE START GEARBOX SUSPENSION DIMENSIONS (lxbxh) BRAKES GROUND CLEARANCE WEIGHT FUEL CAPACITY

Single Cylinder, 4 Stroke, Twinspark, Air Cooled 499cc 27.2 bhp @ 5250 rpm 41.3 Nm @ 4000 rpm Electric/ Kick 5 Speed Constant Mesh Front Telescopic Rear - Twin gas charged 2060mm x 790mm x 1205mm Front 280mm disc, 2 piston caliper Rear 240mm disc, Single piston caliper 140mm 195 kgs 20 liters

CLASSIC 500

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BRAND AWARENESS TOWORDS ROYAL ENFIELD

ENGINE TYPE DISPLACEMENT MAX. POWER MAX. TORQUE ENGINE START GEARBOX SUSPENSION DIMENSIONS (lxbxh) BRAKES GROUND CLEARANCE WEIGHT FUEL CAPACITY

Single Cylinder, 4 Stroke, Twinspark 499cc 27.2 bhp @ 5250 rpm 41.3 Nm @ 4000 rpm Electric/ Kick 5 Speed Constant Mesh Front Telescopic Rear - Twin gas charged 2140mm x 790mm x 1090mm Front 280mm disc, 2 piston caliper Rear 153mm disc, Single piston caliper 135mm 190 kgs 13.5 liters

BULLET 500
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ENGINE TYPE DISPLACEMENT MAX. POWER MAX. TORQUE ENGINE START GEARBOX SUSPENSION DIMENSIONS (lxbxh) BRAKES GROUND CLEARANCE WEIGHT FUEL CAPACITY

Single Cylinder, 4 Stroke 499cc 27.2 bhp @ 5250 rpm 41.3 Nm @ 4000 rpm Electric/ Kick 5 Speed Constant Mesh Front Telescopic Rear - Twin gas charged 2200mm x 800mm x 1120mm Front 280mm disc, 2 piston caliper Rear 153mm disc, Single lead 135mm 187 kgs 14.5 liters

THUNDERBIRD 350

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BRAND AWARENESS TOWORDS ROYAL ENFIELD

ENGINE TYPE DISPLACEMENT MAX. POWER MAX. TORQUE ENGINE START GEARBOX SUSPENSION DIMENSIONS (lxbxh) BRAKES GROUND CLEARANCE WEIGHT FUEL CAPACITY

Single Cylinder, 4 Stroke, Twinspark, Air Cooled 346cc 19.8 bhp @ 5250 rpm 28 Nm @ 4000 rpm Electric/ Kick 5 Speed Constant Mesh Front Telescopic Rear - Twin gas charged 2060mm x 790mm x 1205mm Front 280mm disc, 2 piston caliper Rear 240mm disc, Single piston caliper 140mm 195 kgs 20 liters CLASSIC 350

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BRAND AWARENESS TOWORDS ROYAL ENFIELD

ENGINE TYPE DISPLACEMENT MAX. POWER MAX. TORQUE ENGINE START GEARBOX SUSPENSION DIMENSIONS (lxbxh) BRAKES GROUND CLEARANCE WEIGHT FUEL CAPACITY

Single Cylinder, 4 Stroke, Twinspark 346cc 19.8 bhp @ 5250 rpm 28 Nm @ 4000 rpm Electric/ Kick 5 Speed Constant Mesh Front Telescopic Rear - Twin gas charged 2180mm x 790mm x 1080mm Front 280mm disc, 2 piston caliper Rear 153mm drum, Single lead 135mm 187 kgs 13.5 liters BULLET ELECTRA TWINSPARK

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BRAND AWARENESS TOWORDS ROYAL ENFIELD

ENGINE TYPE DISPLACEMENT MAX. POWER MAX. TORQUE ENGINE START GEARBOX SUSPENSION DIMENSIONS (lxbxh) BRAKES GROUND CLEARANCE WEIGHT FUEL CAPACITY

Single Cylinder, 4 Stroke, Twinspark 346cc 19.8 bhp @ 5250 rpm 28 Nm @ 4000 rpm Electric/ Kick 5 Speed Constant Mesh Front Telescopic Rear - Twin gas charged 2140mm x 810mm x 1120mm Front 280mm disc, 2 piston caliper Rear 153mm drum, Single lead 135mm 187 kgs 13.5 liters

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CHAPTER IV

DATA INTERPRETATION

CLASSIFICATION OF RESPONDENTS ON THE BASIS OF AGE TABLE: 1 Age Below-20yrs 20yrs-35yrs 35yrs-50yrs Above50yrs Total Analysis Majority of the respondents belongs to the age group between 20-35 (68%). The next highest number of respondents belongs to the age group below 20(20%), 8 % of the respondents are between 35-50 of age and Just 10 % respondents are above 50 years of age. Inference Hence it can be inferred that majority respondents are between age group of 2035 years No. Of Respondents 10 34 4 2 50 Percentage 20% 68% 8% 4% 100

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GRAPH 1 CLASSIFICATION OF RESPONDENTS ON THE BASIS OF AGE

35 30 25 20 15 10 5 0 Below 20 20 - 35 35 - 50 Above 50

Conclusion: From the above graph it can be concluded that majority of the respondents belong to the age category of 20 35 years.

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BRAND AWARENESS TOWORDS ROYAL ENFIELD

TABLE: 2

CLASSIFICATION OF RESPONDENTS ON THE BASIS OF GENDER

GENDER Male Female Total

No. Of respondents Percentage 44 88 6 12 50 100

Analysis From the about table which is prepared through primary suryey, it is clear that majority respondents are male who occupy 88% of the total sample and females occupy 12%. , Inference Hence it can be inferred that majority respondents are Males

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BRAND AWARENESS TOWORDS ROYAL ENFIELD

GRAPH 2

CLASSIFICATION OF RESPONDENTS ON THE BASIS GENDER

Gender

45 40 35 30 25 20 15 10 5 0 Male Female

Conclusion:
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The above graph clearly shows that majority respondents are males compared to females

TABLE 3: CLASSIFICATION OF RESPONDENTS ON THE BASIS OF OCCUPATION Occupation Business Student Govt. employee Professional Pvt. Employee Politics Total No of respondents 10 16 4 2 10 8 50 Percentage 20% 32% 8% 4% 20% 16% 100%

Analysis Maximums of 32 % of the respondents belong to this study category. Another 20 % are pvt.employees. Businessman occupies 20 % share of the respondents. 8 % of the Govt. employees. Politician occupies professionals of the total sample survey Inference From the above table it can be inferred that the majority respondents are Students who occupy 32% of the total respondents of survey. 16 % and another 4% are

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GRAPH 3 CLASSIFICATION OF RESPONDENTS ON THE BASIS OF OCCUPATION

Occupation

Professional 4%

Politics 16%

Business 20%

Pvt em p 20%

Govt em p 8%

Student 32%

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Conclusion: From the above graph it can be concluded that the majority respondents are Students who occupy 32% of the total respondents of survey.

TABLE 4

CLASSIFICATIONS OF RESPONDENTS ON THE BASIS OF INCOME

Income

No. respondents 0-100000 18 100000-500000 28 Above 500000 4 Total 50

Of Percentage 36% 56% 8% 100%

Analysis From the above table it is analysed that 56 % of the respondents have an annual income between Rs 100000-500000, 36 % earns between 0-100000 in a year, 8% earn above 500000.

Inference Hence it can be inferred that majority respondents belongs to an income group of 100000-500000 and category belonging to 500000 and above does not prefer royal enfield much.

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BRAND AWARENESS TOWORDS ROYAL ENFIELD

GRAPH 4

CLASSIFICATION OF RESPONDENTSON THE BASIS OF INCOME

Incom e

8%

36% 0 - 100000 100000 - 500000 Above 500000

56%

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Conclusion: From the above graph it can be concluded that the respondents belonging to the income group Rs 100000 Rs 500000 prefer to buy a royal enfield bike.

TABLE 5

CLASSIFICATIONS OF RESPONDENTS ON THE BASIS OF AWARENESS OF VARIOUS BRANDS OF TWO WHEELERS

Brand name Royal Enfield Suzuki Bajaj Honda Hero

No respondents 50 50 50 50 50

of Percentage 100% 100% 100% 100% 100%

Analysis The above mentioned brand names of two wheeler are well popular and the survey depicts that all the respondents are very much aware of these brands of two wheelers. Inference Hence it can be inferred that majority respondents are aware of various brands of two wheelers are equal.
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BRAND AWARENESS TOWORDS ROYAL ENFIELD

GRAPH 5

CLASSIFICATION OF RESPONDENTS ON THE BASIS OF AWARENESS OF VARIOUS BRANDS OF TWO WHEELERS

50 40 30 20 10 0 Royal Enfield Hero Bajaj Honda Suzuki

Conclusion: Hence it can be concluded that majority respondents are aware of various brands of two wheelers are equal.
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BRAND AWARENESS TOWORDS ROYAL ENFIELD

TABLE 6

SHOWING MARKS GIVEN BY RESPONDENTS TO VARIOUS ATTRIBUTES OF TWO WHEELERS

Attributes Aesthetics Mileage Power and pick Riding comfort Maintenance Road grip Price After sale service Resale value Availability of spares Brand loyalty

Excellent 18 22 38 32 26 34 12 19 20 18 29

Good 30 18 12 16 22 16 18 29 18 26 19

Average 2 10 0 2 2 0 20 2 12 6 2

Total 50 50 50 50 50 50 50 50 50 50 50

Analysis According to the survey 76 % respondent have given maximum importance to power and pick. The next most important attribute respondents look for in a bike is road grip according to 68 % respondent. Riding comfort is also one of the most important attribute people look for in the bike according 64 % respondent. During
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BRAND AWARENESS TOWORDS ROYAL ENFIELD

aesthetics, mileage, availability of spares and maintenance are among the next essential attributes in a bike are the other important attributes. Inference From the above table it can be inferred that majority respondents see Power and pick up of the bike followed by road grip.

GRAPH 6

SHOWING MARKS GIVEN BY RESPONDENTS TO VARIOUS ATTRIBUTES OF TWO WHEELERS

40 35 30 25 20 15 10 5 0

excellent good Average

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BRAND AWARENESS TOWORDS ROYAL ENFIELD

Contd.

30

25

20

15

Execellent Good Average

10

0 Price After sale service Resale value Availability of spare Brand loyalty

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BRAND AWARENESS TOWORDS ROYAL ENFIELD

Conclusion: From the above table it can be concluded that majority respondents see Power and pick up of the bike followed by road grip and other attributes of two wheeler. .

TABLE 7 SHOWING PREFERENCE OF RESPONDENTS WHEELERS BASED ON VARIOUS ATTRIBUTES REGARDING TWO

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BRAND AWARENESS TOWORDS ROYAL ENFIELD

Attributes Good Power mileage Riding comfort Aesthetics Road grip Safety and durability Good after service Maintenance Reasonable price and resale value sales &

ROYAL ENFIELD 20%

Honda

Bajaj

Hero

Suzuki Total

8%

32%

40%

0%

100

68% 44% 72% 52%

16% 4% 8% 8%

4% 20% 4% 20%

8% 28% 16% 20%

4% 4% 0% 0%

100 100 100 100

24%

4%

24%

48%

0%

100

44%

6%

20%

28%

2%

100

36%

12%

28%

24%

0%

100

Analysis According to 100% of the respondents ROYAL ENFIELD is the most preferred vehicle for aesthetics and riding comfort. ROYAL ENFIELD is the best as per 72% respondents for aesthetics ,riding and road grip and rest supporting the other brand of two wheelers.
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BRAND AWARENESS TOWORDS ROYAL ENFIELD

ROYAL ENFIELD is the best in safety and durability capacity according to 52% respondents. HERO is also best vehicle that can be ridden on any kind of roads according to 48 % respondents. ROYAL ENFIELD has the good aesthetics, the next best being HERO with 28% and rest respondents supporting the other brand vehicles. ROYAL ENFIELD, according to 50 % respondents is the most preferred for riding comfort and road grip. Maximum of 40 % of the respondents finds ROYAL ENFIELD the safest and the most durable 2 wheeler. ROYAL ENFIELD as per 20 % respondents has low operating and maintenance cost. ROYAL ENFIELD has the most resale value according to 40% of the sample survey. BAJAJ is the next best according to 40 % respondents. The easiest availability of spares and good after sales service is provided by Bajaj according to 35 % of the respondents; only 30 % respondents opted for ROYAL ENFIELD for this attribute. Inference Hence it can be inferred that majority respondents prefer ROYAL ENFIELD followed by HERO and other brands of two wheelers.

GRAPH 7 SHOWING PREFERENCE OF RESPONDENTS WHEELERS BASED ON VARIOUS ATTRIBUTES Good power and mileage REGARDING TWO

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BRAND AWARENESS TOWORDS ROYAL ENFIELD

40 35 30 25 20 15 10 5 0 Royal Enfield Honda Bajaj Hero Suzuki

Conclusion: From the above graph it can be concluded that hero has a good power n mileage compared to other two wheeler brands

Riding comfort

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BRAND AWARENESS TOWORDS ROYAL ENFIELD

70 60 50 40 30 20 10 0 Royal Enfield Honda Bajaj Hero Suzuki

Conclusion: The above bar graph clearly shows that ROYAL ENFIELD has the best riding comfort compared to honda, hero and other two wheelers.

Aesthetics

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BRAND AWARENESS TOWORDS ROYAL ENFIELD

45 40 35 30 25 20 15 10 5 0 Royal Enfield Honda Bajaj Hero Suzuki

Conclusion: From the above graph it can be clearly concluded that ROYAL ENFIELD has good aesthetics out of all the other two wheelers.

Road grip

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BRAND AWARENESS TOWORDS ROYAL ENFIELD

60 50 40 30 20 10 0 Royal Enfield Honda Bajaj Hero Suzuki

Conclusion: The above bar graph shows that ROYAL ENFIELD has a better road grip compared to honda , bajaj. Hero and suzuki.

Safety and durability

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BRAND AWARENESS TOWORDS ROYAL ENFIELD

60 50 40 30 20 10 0 Royal Enfield Honda Bajaj Hero Suzuki

Conclusion: From the above graph it can be concluded that majority of the respondents feel ROYAL ENFIELD has a good road grip and is durable than other two wheelers.

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BRAND AWARENESS TOWORDS ROYAL ENFIELD

Good after sale service

50 45 40 35 30 25 20 15 10 5 0 Royal Enfield Honda Bajaj Hero Suzuki

CONCLUSION: From the above graph it can be concluded that hero has a good after sale service compared to other two wheeler.

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BRAND AWARENESS TOWORDS ROYAL ENFIELD

Maintenance

45 40 35 30 25 20 15 10 5 0 Royal Enfield Honda Bajaj Hero Suzuki

Conclusion: The above graph clearly shows that the maintenance of ROYAL ENFIELD is much better than other two wheelers in the market.

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BRAND AWARENESS TOWORDS ROYAL ENFIELD

Reasonable price and resale value

40 35 30 25 20 15 10 5 0 Royal Enfield Honda Bajaj Hero Suzuki

Conclusion: The above graph clearly shows that ROYAL ENFIELD has reasonable price and a good resale value.

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BRAND AWARENESS TOWORDS ROYAL ENFIELD

TABLE 8

SHOWING WHETHER RESPONDENTS HAVE ANY FUTURE PLANS OF PURCHASING 2 WHEELERS

Yes No Total

No of respondents 32 18 50

Percentage 64 36 100

Analysis

Regarding plans of purchasing two-wheeler in future 64% of the 100 respondents had intentions of buying a two-wheeler 36 % of non-user respondents had no plans of buying a two-wheeler.

Inference From the above table, it can be concluded that majority respondents have plans of purchasing two wheeler.

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BRAND AWARENESS TOWORDS ROYAL ENFIELD

GRAPH 8

SHOWING WHETHER RESPONDENTS HAVE ANY FUTURE PLANS OF PURCHASING TWO WHEELERS.

No 36%

Yes 64%

Conclusion: From the above table, it can be concluded that majority respondents have plans of purchasing two wheeler.

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TABLE 9

SHOWING REASONS FOR NOT BUYING TWO WHEELER IN FUTURES

Reason Already possessing Finance problem High price To buy car Total

No of Percentage respondents 8 44.44 % 3 16.66% 2 11.11% 5 27.77% 18 100%

Analysis 44.44% already possessed the vehicle, 16.66% had finance problem and 11.11%due to the high price of two-wheeler, 27.77% opted to go for car. Respondents to own a vehicle in near future against a small portion of 30% who did not want a vehicle due to finance problem, high price, non-affordability etc. but major cause of not buying was because they had finance problem and already possessed one. Inference Hence it can be inferred that majority respondents have a vehicle already possesing and finance problems which is a main factor in not purchasing two wheeler.

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BRAND AWARENESS TOWORDS ROYAL ENFIELD

GRAPH 9

SHOWING REASONS FOR NOT BUYING TWO WHEELER IN FUTURES

8 7 6 5 4 3 2 1 0 Already possessing Financial problem High price To buy car

Conclusion: Hence it can be concluded that majority respondents have a vehicle already possesing and finance problems which is a main factor in not purchasing two wheeler.

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TABLE 10

SHOWING PREFERENCE IN CHOICE OF BRAND OF BIKE

Brands ROYAL ENFIELD HONDA HERO BAJAJ SUZUKI TOTAL

No of respondents 26 7 8 9 0 50

Percentage 52% 14% 16% 18% 00 100%

Analysis A maximum of 52% of the nonuser respondents wanted to buy ROYAL ENFIELD. The other brand names preferred are BAJAJ by 18%, HERO by 16% and HONDA by 14% of the respondents. Inference Hence it can be inferred that majority respondents prefer ROYAL ENFIELD and followed by various other brands of two-wheelers.

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BRAND AWARENESS TOWORDS ROYAL ENFIELD

GRAPH 10

SHOWING PREFERENCE IN CHOICE OF BRAND OF BIKES

30 25 20 15 10 5 0 Royal Enfield Honda Bajaj Hero Suzuki

Conclusion: From the above graph it can be concluded that respondents show much preference fr ROYAL ENFIELD than other two wheeler brands.

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BRAND AWARENESS TOWORDS ROYAL ENFIELD

TABLE 11

SHOWING IN CHOICE OF VARIOUS MODELS OF ROYAL ENFIELD

Models CLASSIC 500 UCE CLASSIC 350 UCE BULLET ELECTRA 350 UCE BULLET 350 UCE THUNDER UCE Total BIRD

No of respondents 14 6 4 2 24 50

Percentage 28% 12% 8% 4% 48% 100

Analysis Among 48% of the respondents preferred to own THUNDER BIRD UCE, And 28% preferred CLASSIC 500 UCE, .CLASSIC 350 UCE is preferred by 12%.BULLET ELECTRA 350 UCE is preferred by 8% and only 4% respondent preferred BULLET 350 UCE.

Inference Hence it can be inferred that majority respondents preferred to own thunder bird compared to other models of ROYAL ENFIELD..

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GRAPH 11

SHOWING PREFERENCE IN CHOICE OF VARIOUS MODELS OF ROYAL ENFIELD

Bullet 350 4% Bullet Electra 350 8%

Thunder bird 48%

Classic 350 12%

Classic 500 28%

CONCLUSION: From the above graph it can be concluded that respondents prefer buyin Thunder bird than other models of ROYAL ENFIELD.

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BRAND AWARENESS TOWORDS ROYAL ENFIELD

TABLE 12

SHOWING REASONS FOR BUYING ROYAL ENFIELD

Reasons Aesthetic Riding comfort Power and pick up Road grip Brand loyalty Total

No of respondents 22 10 6 4 8 50

Percentage 44% 20% 12% 8% 16% 100%

Analysis Among 100 users a maximum of 31 % opted for ROYAL ENFIELD for more best aesthetic, the next riding comfort (20% users), 12% users prefer ROYAL ENFIELD for power and pick up. 8% ENFIELD for brand loyalty respectively. Inference Hence it can be inferred that majority respondents preferred to buy ROYAL ENFIELD because of its best aesthetic , riding comfort , brand loyalty etc. of the sample survey choose ROYAL

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BRAND AWARENESS TOWORDS ROYAL ENFIELD

GRAPH 12

SHOWING REASONS FOR BUYING ROYAL ENFIELD

CONCLUSION: Hence it can be concluded that majority respondents preferred to buy ROYAL ENFIELD because of its best aesthetic , riding comfort , brand loyalty etc.

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BRAND AWARENESS TOWORDS ROYAL ENFIELD

TABLE 13

SHOWING SOURCES OF INFORMATION ABOUT ROYAL ENFIELD

Media Internet Demo and display Family & Friends Print Media Total

No of respondents Percentage 10 20% 12 24% 24 48% 4 16% 50 100%

Note: Respondents have given multiple answer choices

. Analysis The major source of information through which people got to know more about ROYAL ENFIELD are family and friends 48%, print media 24% and through internet 20% others 16% are also effective source of information to the public.

Inference Hence it can be inferred that majority respondents received the information by family and friends.
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BRAND AWARENESS TOWORDS ROYAL ENFIELD

GRAPH 13

SHOWING SOURCES OF INFORMATION ABOUT ROYAL EFIELD

Conclusion:

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From the above graph it can be concluded that majority respondents received the information by family and friends.

TABLE 14

SHOWING WHETHER THE USERS FACED ANY PROBLEM WITH ROYAL ENFIELD?

Yes No Total

No of respondents 8 42 50

Percentage 16% 84% 100%

Analysis Among the total number of users 84% did not face any problem with the bike and its performance. A minority of 16 % respondents faced a few problems. Inference Hence it can be inferred that majority respondents did not faced any problems with ROYAL ENFIELD.

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BRAND AWARENESS TOWORDS ROYAL ENFIELD

GRAPH 14

SHOWING WHETHER THE USERS FACED ANY PROBLEM WITH ROYAL ENFIELD?

Conclusion:

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BRAND AWARENESS TOWORDS ROYAL ENFIELD

From the above graph it can be concluded that majority respondents did not faced any problems with ROYAL ENFIELD.

TABLE 15

SHOWING DIS-SATISFACTION FACED BY ROYAL ENFIELD USERS

Power and pick up Resale value Mileage Price After sale service TOTAL

No Percentage of respondents 22 44% 06 12% 10 20% 08 16% 04 8% 50 100%

Analysis From the above table it is clear that 44% of respondents were not satisfied with the power and pick up , 20% were not satisfied with the milage, another 16% of the respondents were dis- satisfied with the price, 125 were not satisfied with the resale value and 8% of the sample were dis- satisfied with after sale service.

Inference Hence it can be inferred that majority respondents are not satisfied by mileage and followed by various other attributes.
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BRAND AWARENESS TOWORDS ROYAL ENFIELD

GRAPH 15

SHOWING DIS-SATISFACTION FACED BY ROYAL ENFIELD USERS

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Conclusion: From the above graph it can be concluded that majority of the respondents are not satisfied with the power and pick-up of ROYAL ENFIELD.

TABLE 16 SHOWING SUGGESTIONS GIVEN IMPROVEMENT OF ROYAL ENFIELD BY RESPONDENTS REGARDING

Suggestion Reduce price Increase mileage Reduce weight Duration of delivery Increase pickup Increase advertisement Models for females Total Analysis

No respondents 14 10 8 4 6 4 4 50

of Percentage 28% 20% 16% 8% 12% 8% 8% 100%

The respondents have suggested various improvements in ROYAL ENFIELD 28% of respondents want to reduce the price, and 20% wants to increase mileage. Reduction of weight is by suggested by 16%, 12% wants an improvement in pickup.

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BRAND AWARENESS TOWORDS ROYAL ENFIELD

8% wants to release models for female, another 8% wants more and more advertisements in various medias and another 8 % suggested to deliver as soon as possible. This implies that most of the respondents have a compliment regarding the aesthetics given by ROYAL ENFIELD and the road grip of ROYAL ENFIELD bikes. Thus care should be taken on the above. Inference Hence it can be inferred that majority respondents suggested for increase in mileage and various other aspects.

GRAPH 16

SHOWING SUGGESTIONS GIVEN IMPROVEMENT OF ROYAL ENFIELD

BY

RESPONDENTS

REGARDING

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Conclusion: The above graph clearly shows that most of the respondents suggest to reduce the price of ROYAL ENFIELD bikes.

TABLE 17 SHOWING SUGGESTIONS GIVEN BY RESPONDENTS REGARDING THE FEEL OWING A ROYAL ENFIELD

Suggestion Very proud Very confident


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No Percentage of respondents 14 28% 11 22% 79

BRAND AWARENESS TOWORDS ROYAL ENFIELD

Energetic and powerfull Stylish Satisfied Average Not good Total

12 4 6 2 1 50

24% 8% 12% 4% 2% 100%

Analysis The respondents have suggested their feelings owing a ROYAL ENFIELD . 28%of respondents feel proud, and 22% feel very confident. 24 % feel very energetic and powerfull , 8% feel stylish , 12% feel satisfied and another 6% have an average and unsatisfactory feeling. This implies that most of the respondents feel proud confident and very energetic owing a ROYAL ENFIELD. Inference Hence it can be inferred that majority respondents feel proud owing royal enfield bike.

GRAPH 17

SHOWING SUGGESTIONS GIVEN BY RESPONDENTS REGARDING FEEL OWING A ROYAL ENFIELD

YHE

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BRAND AWARENESS TOWORDS ROYAL ENFIELD

Conclusion: The above pie chart clearly shows that majority respondents feel very proud owing a ROYAL ENFIELD bike.

CHAPTER V

Summary of Findings

FINDINGS

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BRAND AWARENESS TOWORDS ROYAL ENFIELD

Based on the statement of the problem and objectives of the study:1) The survey reveals that all the consumers are aware of all mentioned brands of two wheelers in the market. 2) It is found that reduction in the price and increase in mileage is the most important attributes consumer looks for before deciding to purchase a two wheeler. Maintainance, riding comfort; road grip and availability of spares are also given due importance. 3) The respondents find the aesthetic, road grip are the most satisfying attributes in ROYAL ENFIELD. These two are the main reasons for the consumers to opt for ROYAL ENFIELD. The survey also reveals that ROYAL ENFIELD is one of the most preferred TWO WHEELERS among the various brands mentioned in the questionnaire. 4) The main reasons for purchasing ROYAL ENFIELD is its best aesthetic, good riding comfort, and road grip. 5) According to survey all the respondents are aware of the different brands of two wheelers available in the market.

6)

Survey says that a ROYAL ENFIELD bikes has to improve its power and

pickup and durability increasing more pickup etc. it should maintain it power, pickup and increase mileage. 7) .Majority of 48% of the users got the information about the bike from their family and friends followed by demo and display and internet according 24% 20%

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BRAND AWARENESS TOWORDS ROYAL ENFIELD

respectively. This states that internet, family and friends demo and display etc. are the effective sources of advertising. 8) From the 30 users a majority of 7% had some complaints regarding the bikes. They faced high fluctuation in mileage problems. To avoid such complaint users suggested conducting frequent free check up camps and guidance regarding the care and proper maintenance of the bikes. 9) The study reveals that 5% of the respondents wants increase in pickup, followed by 25% wants increase in mileage, 15%of the total respondents wants its maintenance to be low. 10% wants after sale service. 10% are not satisfied with the price. This shows that the bike have high price, low pickup, Low mileages etc are the weakness of the bikes . FINDINGS FOR ROYAL ENFIELD

Among the 50 respondents, everyone is aware of royal enfield and as this report is limited to few places in Bangalore it is better for royal enfield to come up with more promotional activities. According to the respondents are aware of ROYAL ENFIELD, 10% say it is excellent, 50% as good and 10 % as bad, and 30% as average. This shows that majority of respondents have a positive and good opinion about ROYAL ENFIELD sales and ambience.

CHAPTER VI RECOMMENDATIONS & SUGGESTIONS

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BRAND AWARENESS TOWORDS ROYAL ENFIELD

Technical suggestions 1. The bike has a four-stroke engine; it is expected to give good mileage. The

bike should give at least 35 40 kilometers per liter under city riding conditions. As against 45 kms declared by the company. 2. 3. Brakes and road grip of the bikes need to be maintained which is excellent. The vehicles are expected to have lower maintenance cost which makes the

customers feel happy. 4. 5. Seating arrangement of the vehicle is the most comfortable preferred by all. Royal enfield should be released with new attractive colours.

Commercial suggestions:

1)

The high price is one of the major barriers. The bike should be priced

below Rs 80,000, (including accessories) which will increase the sales.

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BRAND AWARENESS TOWORDS ROYAL ENFIELD

2)

ROYAL ENFIELD should advertise their new models in T.V, media to

create awareness and attract some more consumers and also company should give more and more advertisements about the product in different medias like print media, so that it will reach and every one.

3)

Young people prefer two wheelers than others. So the advertisement and

sales promotion should be aimed towards them. 4) 5) The waiting period for the delivery of the vehicle should be reduced. More authorized service station should be opened in city limits.

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