A STUDY ON MARKETING MIX TOWARDS ROYAL ENFIELD

MOTORCYCLE

**Miss. M. MONIKA , BBA kamban college of arts and science for women,
Thiruvannamalai-606 601 E-Mail: [email protected]

**Miss k.Abitha. M.B.A.., Kamban college of arts and science for women,
Tiruvannamalai-606 603. E-mail: [email protected] mobile no:
7305844352

ABSTRACT:
The research was entitled as “analysis of marketing mix elements and its impact on
brand preferences of Royal Enfield among young age consumers in thoothukudi corporation”,
reveals the importance of marketing mix followed in the organization & its impact on Brand
preferences. The marketing activities can be examined in relation to brand loyalty of the
organization because brand successes have power to allow marketers to gain competitive
advantage. Article arises research questions is marketing mix create added value enterprises.
There are used scientific literature and analysis method in article. An analysis of scientific
literature, it can said that the marketing mix measures are the actions and measures necessary
to achieve marketing goals. Marketing elements; product, price, place and for marketing
objectives. Product is the most important and valuable benefit a marketer could offer to the
consumers. Consumers’ passion for the product and its performance as per their expectations
leads to obsession. The present study aims to: a) cap-ture consumers’ expectations and
perceived performance regarding automobile product with specific reference to Royal Enfield
Motorcycle; b) to see if there is any significant difference between consumer expectation and
perception; c) to develop regression-based model- regressing perceived performance of the
product attributes on satisfaction regarding overall performance of the product.

Keywords: Product attributes · Customer Perception · Customer Obsession ,

Marketing mix and Brand preferences.

INTRODUCTION
 Royal Enfield was a brand name under which Enfield Cycle Company Limited of
Redditch, Worcestershire, sold motorcycles, bicycles, lawn mowers and stationary engines
that manufactured them. The Enfield Cycle Company also used the Enfield brand without
Royal. The first Royal Enfield motorcycle was built in 1901. The Enfield Cycle Company is
responsible for the original design and production of Royal Enfield Bullet, the most durable
motorcycle design in history. Enfield's remaining motorcycle business became part of Norton
Villiers in 1967, with the closure of the business in 1978. Gradually, Royal Enfield is an
Indian cruise assembly brand labelled "the most experienced bicycle brand worldwide in the
non-stop generation" made on production lines in Chennai in India. Authorized by Royal
Enfield by the Indian Madras Motors, he is currently an assistant to Eicher Motors Limited,
an Indian car manufacturer. The organization manufactures the Royal Enfield Bullet and
other single chamber bicycles. First created in 1901, Royal Enfield is the most established
bicycle brand on the planet that is still underway, and the Bullet model gets a load from the
longest generation of bicycles ever seen. Customer satisfaction is defined as a measurement
that determines how happy customers are with a company’s products, services, and
capabilities.
OBJECTIVES:
 To study industrial profile using porters five force model,
 To study the company profile using Mckinsey’s 7s model,
 In the direction of comprehend the purposes behind buying Royal Enfield Two-
 wheeler.
 To think regarding the knowledge after buy connecting different parameter. (repair,
bicycle execution, mileage and soforth.)

NEED FOR THE STUDY:

 The need for this study is to know the consumer predisposition characters of
the customers. And understand the satisfaction level of customers in Royal
Enfield motorcycle.
 To analyse different factors influencing the customers and the customer
preference for the Royal Enfield Bike.
 The need to study the topic focuses on two-wheeler with brand preference to
Royal Enfield bikes.
ADVANTAGE & DISADVANTAGE:

ADVANTAGE:

 Royal Enfield Bike as known for their reliability and durability.

 They are well- suited for riding in challenging conditions, such as the high attitudes
and rough roads of Ladakh.
 Royal Enfield Bike are also relative comfortable to ride for long distance comfortable
to ride for long distance.

DISADVANTAGE:

 Right Enfield Bike are not as fast as some other types of motorcycle.
 This can make it difficult to keep up with traffic on the highway
 Right Enfield Bike can be heavy, which can make them difficult to maneuver in tight
spaces.

RIEW OF LITURATURE:

K. Reenareicha etc at all(2019), in their article about “A Study On marketing mix

towards royal Enfield motorcycle” stated that The purpose of this study on customer
satisfaction will help us to understand the needs & Wants of the customers towards Royal
Enfield. The study could provide appropriate and timely information about the position of
preference level of customer towards Royal Enfield. As the objectives of this study is to
analyze the customer satisfaction and to find out the consumer preference towards the ironic
brand Royal Enfield. This study also investigates the services and factors which influence the
customers to purchase the Royal Enfield bikes and also identify what customers are expecting
from the Royal Enfield. To know about the customer satisfaction and factor which influence
the customer's preference in buying decision process. Customer satisfaction is influenced
strongly by culture, social, personal and psychological factors. For this purpose, 75 customers
were selected and obtained the various responses based on the questionnaire method. By and
large it was found that most of the customers are choosing Royal Enfield vehicles because of
its Vehicle Appearance, pickup, good models and engine appearance etc.
AWARDS & ACHIEVEMENTS:

The Royal Enfield Interceptor 650 wins the Bike of the Year 2019 at the Times Auto
Awards 2019 powered by Top Gear

.  Interceptor 650 wins Bike India's - Motorcycle of the Year award 2019.

 Royal Enfield Garage cafe won the "Excellent Dining Category" in its first year of
tasks. The atmosphere of the bistro is motivated by the Royal Enfield motorcycling
lifestyle - laid-back, unassuming and loose, much like the sitting mood of a stationary
Royal Enfield, where clients can invest energy comfortable and the menu at the bistro
has been curated with a worldwide intrigue to give clients a heavenly choice of nearby
and global foods Royal Enfield Takes fifth position in cruiser deals. Imperial Enfield
has move into the rundown of top 5 bike producers in India, on the back of breath-
taking development. Furthermore, all the while, Royal Enfield has surpassed Yamaha
India, which currently sits at sixth position. In the budgetary year 2015-16, Royal
Enfield sold 4,99,791 units, enlisting a solid development of 53 percent over its deals
in the last FY 2015 of 3,24,0556 units. With this development, Royal Enfield now
accepts position as one of the top bike producers in India, just behind Hero MotoCorp,
Bajaj Auto, Honda Motorcycle and Scooter India and TVS Motors. Whenever
reached, Royal Enfield declined to remark on the advancement. Imperial Enfield's
business volume developed by 50 percent in every one of the previous five years. To
fulfil rising need, the organization is setting up another plant close Oragadam, which
will build generation ability to 900,000 by 2018.Yamaha India missed out to Royal
Enfield not just in view of the last's solid deals numbers, yet additionally due to
Yamaha deals slipping in the last monetary by 4.4 percent - from 3, 48,312 units in
FY 2014-15 to 3, 32,978 units in FY 2015-16. Yamaha's bike deals be that as it may,
has. seen development in the course of the last financial - up 46.7% from 2,16,970
bikes in FY 2014-15 to 3,18,450 bikes in FY 2015-16, drove generally by the Fascino.
With the dispatch of the new 110cc worker bike Saluto RX just as the up and coming
dispatch of the new bike Ray-ZR, Yamaha will look shore into some more volumes in
the coming months.
HSR SERVICES

HSR Services is one of the top leading Royal Enfield’s authorized dealers in
Bangalore, having three retail stores, three service centres and one pre-owned motorcycles
vintage store. This study is based on the reference with HSR Services retail store,
Banashankari.

 HSR Services at Banashankari is a retail sales showroom where two-wheeler enthusiasts

can choose from a wide range of motorcycles.

 The showroom displays a wide range of motorcycle models both, new and popular ones
along with apparels and accessories.

 The sales staff employed at the showroom is well-trained and experienced. The entire team
is committed to offering the best of service to its customers and leaves no stone unturned in
ensuring potential buyers find something that matches their requirements perfectly

.  Their suggestions make it convenient for customers to make a well-informed decision.

They are able of providing the required information related to the salient features,
specifications, on-road price and model availability.

ROYAL ENFIELD-MADE LIKE A GUN:

Royal Enfield, the oldest as well as the finest motor cycle in the country which is still in
market. The Royal Enfield motorcycles are licensed from the Madras Motors in Chennai.
Royal Enfield tied up with Eicher Group, an automotive company in India, and merged with
it in 1994. Eicher Group produced the Royal Enfield Bullet and single cylinder motorcycles.
The first motorcycle which was manufactured in 1901 has passed more than 75 years
production. The Eicher group started manufacturing so many motorcycles in India ranges as
Royal Enfield classic 350, Bullet 350, Thunderbird 350x, Himalayan, Bullet 500, Classic
500, thunderbird 350, thunderbird 500x, thunderbird 500, continental GT 650, Interceptor
650 and Bullet Trials Work. The Royal Enfield brags of an all-metal development with less
number of plastic parts (aside from the Himalayan) and is fit for withstanding many years of
utilization if the bike is kept up appropriately. You realize we are not kidding when there are
RE bikes on special today which are at any rate 10-20 years of age and still runs.Until some
time back, the Royal Enfield used to be a gained taste. Yet, with the coming of new
highlights like electric begin, the Royal Enfield is anything but a faraway idea. Everybody
can ride a RE now. The way towards riding a Royal Enfield has turned out to be a lot simpler
gratitude to new innovation. In 1990, Enfield India launched a diesel version of the
motorcycle called the Taurus. It failed to get a commercial success.

MCKINSEY’S 7S MODEL FOR THE INDUSTRY:

strategy

systems structure

shared
values

skills style

staff

Image 1.1 Mckinsey’s 7s Model

RESEARCH METHODOLOGY:

This report is based on primary as well secondary data; however primary data
collection was given more importance since it is overhearing factor in attitude studies. One of
the most important users of research methodology is that it helps in identifying the problem,
collecting, analysing the required information data and providing an alternative solution to
the problem. It also helps in collecting the vital information that is required by the top
management to assist them for the better decision making both day to day decision and
critical ones.
MEANING OF RESEARCH :

The research design is probability research design and is descriptive research. The
important point for the validation of any research study is based on what type of methodology
is adopted. Project report is based on following data.

Primary data:

Primary data are original data collected for the purpose of a particular study. In the
present study primary data have been collected by personal interview method with the help of
questionnaire.

Secondary data:

These are the sources containing data, which have already been collected and
compiled for other purpose by other researchers. The secondary sources consist of readily
available materials and already compiled statistical statements and reports whose data may be
used by researcher for his / her studies.

Sampling design

The research was designed to achieve the above mentioned objectives and the following
tools were used to collect the required data.

Sampling Technique

To carry out this project Convenience technique has been used

Sample Size
The total sample size for the data collection for the research was 100 respondents.

DATA ANALYSIS:

ABOUT ROYAL ENFIELD COMPANY

S.N ABOUT ROYAL ENFIELD NO.OF. %

O BIKE RESPONDENTS

1 ADVERTISEMENT 30 30%
2 FRIENDS & RELATIVE 25 25%
3 OBSERVATION 10 10%
4 BRAND IMAGE 15 15%
5 PUBLICITY 20 20%
TOTAL 100 100%

Chart Title
35

30

25

20

15

10

0
ABOUT ROYAL ENFIELD BIKE NO.OF. RESPONDENTS %

1 2 3

INTERPRETATION

The above reveals that ABOUT ROYAL ENFIELD COMPANY of the respondents it
is clear that 30%of them are ADVERTISEMENT, 25% of them are the FRIENDS AND
FAMILY, 10% of them are the OBSERVATION, 15% are them the BRAND IMAGE, 20%
of them the PUBLICITY. It is concluded that the majority (30%) of the respondents are
ADVERTISEMENT.
 FACTORS MADE YOU TO BUY ROYAL ENFIELD BIKE

S.NO FACTORS NO.OF. RESPONDENTS %

1 BRAND IMAGE 53 53%

2 DURABILITY 20 20%
3 FUEL EFFICIENCY 10 10%
4 LOW MAINTENCE 17 17%
TOTAL 100 100%

Chart Title
120 120%

100 100%

80 80%

60 60%

40 40%

20 20%

0 0%
1 2 3 4 TOTAL

FACTORS NO.OF. RESPONDENTS %

INTERPRETATION

The above reveals that FACTORS MADE YOU TO BUY ROYAL ENFIELD BIKE of the
respondents it is clear that 53%of them are BRAND IMAGE, 20% of them are the
DURABILITY, 10% of them are the FUEL EFFICIENCY, 17% are them the LOW
MAINTENENCE. It is concluded that the majority (53%) of the respondents are BRAND
IMAGE.
FINDINGS OF THE STUDY:

 Choosing appropriate production technique helped the company in achieving the

company’s goals as well as success in its marketing mix.

 The company can still use these processes to solve its problems. If not that it can use
this as a reference to make changes in the company.

 The new bike industry is experiencing a drop-in sale due to government policies as
GST, 5-year insurance and high investment.

SUGGETIONS

 Royal Enfield usually have their shop mostly in cities . but they haven’t establish in
their branches in town areas this course the problem in reaching to rural areas.
 Royal Enfield have to focus on the right places for example crowed place, famous
street etc. While opening the branch in city / town.
 From the above finding the researcher offer the offer the following suggestion have
been given,
 The management concentrate on to create the new customers through publicity and
public relation.
 The price is very high so the price not a comfortable in low level income people.
 Old model bikes engine capacity was satisfied the customers but current model engine
capacity is not satisfied the
 customers. So, that to provide good quality of engine Royal Enfield.
 The customers are expecting quality and fuel efficiency. Fuel efficiency is a one of
the important factors for bikes.
 So the companies have to take step to improve fuel efficiency of the Royal Enfield
bikes.
 The management to create the positive attitude to the customers from that company
have to increase their market
 potential.
  The management to create the positive attitude to the customers from that company
have to increase their market potential.

CONCLUSION

The study has helped to understand the Marketing mix as a whole towards the Royal
Enfield Motorcycle- with reference to HSR Service Bangalore.

Since the adoption of marketing mix, the company has managed to flourish and is
continuing to do so. The key to its success was adaption of marketing mix .But now the
market has become even more dynamic with much more intense competition .The brand did
deal with few of its problem but is yet to overcome problems

REFERENCES

Khalid Suidan Al Badi (2018), “The Impact of Marketing Mix on the Competitive Advantage
of the SME Sector in the Al Buraimi Governorate in Oman”journals.sagepub.com/home/sgo -
September 2018.

Manisha Jagtap (2018), “Consumer Behaviour Research: A Literature Review” International

Journal of Management Studies Vol.–V, Issue –4, October 2018.

Thabit H. Thabit &Manaf B. Raewf (2018) “The Evaluation of Marketing Mix Elements”
International Journal of Social Sciences & Educational Studies ISSN 2520-0968 (Online),

ISSN 2409-1294 (Print), March 2018, Vol.4, No.4

Margarita isoraite (2016) “Marketing mix theoretical aspects” International journal of

research –GRANTHAALAYAH vol.4 (Iss.6): June,2016.

Anusha KS (2016),” Brand and Marketing Mix” J Glob Econ, an open access journal Volume
4 Issue 3.

Fathian, Slambolchi and Hamidi (2015),” The Relationship between Elements of Marketing
Mix and Brand Equity”

Arabian J Bus Manag Review ISSN: 2223-5833 AJBMR an open access journal Volume 6,
Issue 1.
Phusist Khumnualthong (2015), “The Effects of Service Marketing Mix (7Ps) on Customer
Satisfaction and Customer Loyalty of Medical Aesthetic Clinics”.

BIBILIOGRAPHY

Books

 Predictably Irrational by Dan Ariely and Influence –The psychology of persuasion by

Robert B.Cialdini Predictably Irrational by Dan Ariely.

 Influence –The psychology of persuasion by Robert B. Cialdini.

 Customers for life by Carl Sewell.