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A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD
CHAPTER –1
GENERAL INTRODUCTION
BRAND REPOSITIONIG“If a brand does not reposition at the right time, it may not get a second chance”.
MEANING:
1. In marketing, positioning has come to mean the process by which
marketers try to create an image or identity in the minds of their target
market for its product, brand, or organization.
Re-positioning involves changing the identity of a product, relative to the
identity of competing products, in the collective minds of the target market.
De-positioning involves attempting to change the identity of competing
products, relative to the identity of your own product, in the collective minds
of the target market.
Brand repositioning means rebirth of any brand for a particular
product...relenshing of the old technology or concept by innovative solution.
Repositioning can be required as the market changes and new opportunities
occur. Through repositioning the company can reach customers they never
intended to reach in the first place. If a brand has been established at the market
for some time and wish to change their image they can consider repositioning,
although one of the hardest actions in marketing is to reposition a familiar brand
The repositioning strategy is rolled out in three stages: introductory, elaboration
and fortification stages. This involves the introduction of a new or a repositioned
brand, seeking to underline the brand’s value over others, and to broaden the
brand proposition. It is truly tough to change the customer’s perceived attitude
TASMAC COLLEGE 1
A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD
towards a brand, and therefore the risk is great that the attempt to repositioning
might be unsuccessful.
After rolling out the strategy, it is time to modify the proposition through update
of the personality and through repositioning. There are benefits and risks with
both of this segments and it is of great significance that they are truly
evaluated when deciding the next step in the process.
.
FACTORS THAT LEADS A BRAND TO REPOSITION
1) Operating environment - there could be changes in the environment brought
about by change in laws of the land etc. like ITC's shift towards FMCG and
apparels since tobacco industry is being haunted world over due to its negative
factors.
2) Competition - Either you keep making the loudest noise or improve your
service deliverables a notch higher to that of your competition. In both cases it
calls for substantial resource allocation. So the simplest thing instead would be to
reposition yourself. There does not seem to be much of a dent in Airtel market
share despite the tough competition from Vodafone and our own BSNL.
3) Brand positioning - Holds good for a lot of old world brands that have been
built on a sound proposition that was relevant in those days but look weak in
modern times. Like videocons change in positioning from a desi brand to that of
an international one.
TOP REASONS TO REPOSITION A BRAND
Brand repositioning is necessary when one or more of the following conditions
exist:
Your brand has a bad, confusing or nonexistent image.
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A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD
The primary benefit your brand "owns" has evolved from a differentiating
benefit to a cost-of-entry benefit.
Your organization is significantly altering its strategic direction.
Your organization is entering new businesses and the current positioning
is no longer appropriate.
A new competitor with a superior value proposition enters your industry.
Competition has usurped your brand's position or rendered it ineffectual.
Your organization has acquired a very powerful proprietary advantage that
must be worked into the brand positioning.
Corporate culture renewal dictates at least a revision of the brand
personality
STAGES IN BRAND STRATEGY DEVELOPMENT
The implication with the term” repositioning” is that a company modifies
something that is already present in the market and in the consumer’s
mind. The definition of repositioning changes different individuals and
professions. To view the different definitions and perceive a greater
understanding about this concept, three examples of repositioning given
by individuals in different professions is stated below:
“Repositioning is a change, principally about trigging the vision, mission
and value in
a new direction that is more suited for the brand in the future”
TASMAC COLLEGE 3
Establishing the brand proposition
Selecting appropriate marketing mix
Rolling out the strategy Introductory
stage Elaboration
Stage
Modifying the proposition
Repositioning Updating the
personality.
A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD
THE PRINCIPLE OF REPOSITIONING
When striving towards a new position in the market, it is important to understand
that consumer’s minds are limited. People’s minds select what to remember and
it is therefore significant to convince the consumers with great arguments. The
market demand changes rapidly and therefore repositioning can be necessary to
meet these demands, newer and stronger arguments have to be established to
convince them to stay as loyal customers.
As stated in the literature, repositioning is a very complicated matter and
therefore there are no detailed theories or models. The aim with repositioning
differ from person to person, and the only connection between all the different
theories is that repositioning is moving something from somewhere towards a
greater position at the market.
BRAND REPOSITIONING STRATEGIES
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New Position
Previous position
Experienced Quality
Price
A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD
Corstjens and Doyle (1989) identified three types of repositioning strategies:
(1) Zero repositioning, which is not a repositioning at all since the firm maintains
its initial strategy in the face of a changing environment;
(2) Gradual repositioning, where the firm performs incremental, continuous
adjustments to its positioning strategy to reflect the evolution of its environment;
(3) Radical repositioning that corresponds to a discontinuous shift towards a new
target market and/or a new competitive advantage.
After examining the repositioning of several brands from the Indian market,
the following 8 types of repositioning have been identified. These are:
1. Increasing relevance to the consumer
2. Increasing occasions for use
3. Making the brand serious
4. Falling sales
5. Bringing in new customers
6. Making the brand contemporary
7. Differentiate from other brands
8. Changed market conditions.
It is not always that these eight categories are mutually exclusive. Often one
reason leads to the other and a brand is repositioned sometimes for a multiplicity
of reasons.
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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
opted to produce motor cycle except for Kinetic Honda which chooses to
manufacture scooter.
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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
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.
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A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD
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
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 year’s sales. Market growth rate of two-wheelers in
India is 88.24%.
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 Four-
Wheelers, 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
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A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD
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
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 two-
wheeler segment there has been very title change in the technology and so the
technology gap is smaller.
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A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD
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 CD-
100, which was the first four-stroke motor cycle to be introduce in India in the
100cc range.
.
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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A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD
CHAPTER – 2
RESEARCH DESIGN
“BRAND REPSOITIONING OF ROYAL ENFIELD IN
BANAGALORE CITY’’
a) Scope of the project:
1. Finding out the strength and weakness attributed to ROYAL ENFIELD,
where it can correct its faulty facts.
2. Finding the number of future purchases.
3. Finding the market potential & reposition of this vehicle.
4. Finding the position of the vehicle among the competitors.
5. Finding the perception of consumers about the vehicle.
Objective of the study:
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1. To review the brand positioning strategies of different sub-brands
of Royal Enfield.
2. To analyze the brand repositioning strategies of Royal Enfield.
3. To study consumer awareness and perception about the brand
repositioning strategies of Royal Enfield.
4. To recommend suitable measures to be taken by the Royal Enfield
Company to further improve its brand perception and loyalty among its
customers
5. 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
The sampling method used is convenience sampling, a category of non-
probability 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
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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
The relevant data was collected from both primary sources and
secondary sources. The starting point of my information gathering has been the
secondary sources such as internet, books, and journals and so on.
First, I made a study of the brand positioning and repositioning strategies of
through Royal Enfield bike secondary sources such as internet, insurance
magazines, and journals and so on. Then I conducted a consumer awareness
survey on brand repositioning strategies undertaken by Royal Enfield in recent
times
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.
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.
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A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD
The respondents were contacted at place like colleges, offices, residences, and
service station and in ROYAL ENFIELD showroom. The respondent’s 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.
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.
TASMAC COLLEGE 14
A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD
3. The overall sample size is 50. Hence this is not to be a truly representative.
4. Due to time constraints I wasn’t 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
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
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A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD
dominated and continues to dominate the Indian roads. It’s every motorcyclist in
India with even the Indian Army and Police endorsing the Bike.
.
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, George’s 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 Townsend’s 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
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
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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.
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 market’s 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.
Collaborations:
Royal Enfield has technology tie-ups with:
AVL of Austria
Fritz Egli of Switzerland
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Cranfield University, UK
Criterion Engineers UK
Manufacturing:
Royal Enfield’s 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.
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
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 crores Essco Group, has achieved
dramatic progress in its turnaround strategy, reporting a cash profit of Rs. 16
TASMAC COLLEGE 18
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crores in the financial year ended March, 2009 as against a cash loss of Rs. 21.2
crores in the previous year.
While Gross Sales have increases 9.9% to Rs. 634.6 crores from Rs. 577.4
crores in the previous year, net sales are up 11.4% to Rs. 550.5 crores from Rs.
494 crores in the previous year. The company’s profit before interest and
depreciation also improved dramatically to Rs. 40.8 crores from Rs. 2.7 crores in
the previous year.
The comparative market share of the Motorcycle manufacturers during the year
ended 31 March 2011 are as follows:
Motorcycles 2010-2011 2011-2012 Change in
MS
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
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Suzuki Motors Ltd. 1.5 1.7 -0.2
Bajaj Auto Ltd. 24.5 25.2 -0.6
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
OGANIZATIONAL CHART
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ROYAL ENFIELD BIKES & SPECIFICATIONS:
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THUNDERBIRD 500
ENGINE TYPE Single Cylinder, 4 Stroke, Twinspark, Air CooledDISPLACEMENT 499ccMAX. POWER 27.2 bhp @ 5250 rpmMAX. TORQUE 41.3 Nm @ 4000 rpmENGINE START Electric/ KickGEARBOX 5 Speed Constant MeshSUSPENSION Front – Telescopic
Rear - Twin gas chargedDIMENSIONS (lxbxh) 2060mm x 790mm x 1205mmBRAKES Front – 280mm disc, 2 piston caliper
Rear – 240mm disc, Single piston caliperGROUND CLEARANCE
140mm
WEIGHT 195 kgsFUEL CAPACITY 20 liters
CLASSIC 500
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ENGINE TYPE Single Cylinder, 4 Stroke, TwinsparkDISPLACEMENT 499ccMAX. POWER 27.2 bhp @ 5250 rpmMAX. TORQUE 41.3 Nm @ 4000 rpmENGINE START Electric/ KickGEARBOX 5 Speed Constant MeshSUSPENSION Front – Telescopic
Rear - Twin gas chargedDIMENSIONS (lxbxh) 2140mm x 790mm x 1090mmBRAKES Front – 280mm disc, 2 piston caliper
Rear – 153mm disc, Single piston caliperGROUND CLEARANCE
135mm
WEIGHT 190 kgsFUEL CAPACITY 13.5 liters
BULLET 500
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ENGINE TYPE Single Cylinder, 4 StrokeDISPLACEMENT 499ccMAX. POWER 27.2 bhp @ 5250 rpmMAX. TORQUE 41.3 Nm @ 4000 rpmENGINE START Electric/ KickGEARBOX 5 Speed Constant MeshSUSPENSION Front – Telescopic
Rear - Twin gas chargedDIMENSIONS (lxbxh) 2200mm x 800mm x 1120mmBRAKES Front – 280mm disc, 2 piston caliper
Rear – 153mm disc, Single leadGROUND CLEARANCE
135mm
WEIGHT 187 kgsFUEL CAPACITY 14.5 liters
THUNDERBIRD 350
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ENGINE TYPE Single Cylinder, 4 Stroke, Twinspark, Air CooledDISPLACEMENT 346ccMAX. POWER 19.8 bhp @ 5250 rpmMAX. TORQUE 28 Nm @ 4000 rpmENGINE START Electric/ KickGEARBOX 5 Speed Constant MeshSUSPENSION Front – Telescopic
Rear - Twin gas chargedDIMENSIONS (lxbxh) 2060mm x 790mm x 1205mmBRAKES Front – 280mm disc, 2 piston caliper
Rear – 240mm disc, Single piston caliperGROUND CLEARANCE
140mm
WEIGHT 195 kgsFUEL CAPACITY 20 liters
CLASSIC 350
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A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD
ENGINE TYPE Single Cylinder, 4 Stroke, TwinsparkDISPLACEMENT 346ccMAX. POWER 19.8 bhp @ 5250 rpmMAX. TORQUE 28 Nm @ 4000 rpmENGINE START Electric/ KickGEARBOX 5 Speed Constant MeshSUSPENSION Front – Telescopic
Rear - Twin gas chargedDIMENSIONS (lxbxh) 2180mm x 790mm x 1080mmBRAKES Front – 280mm disc, 2 piston caliper
Rear – 153mm drum, Single leadGROUND CLEARANCE
135mm
WEIGHT 187 kgsFUEL CAPACITY 13.5 liters
BULLET ELECTRA TWINSPARK
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ENGINE TYPE Single Cylinder, 4 Stroke, TwinsparkDISPLACEMENT 346ccMAX. POWER 19.8 bhp @ 5250 rpmMAX. TORQUE 28 Nm @ 4000 rpmENGINE START Electric/ KickGEARBOX 5 Speed Constant MeshSUSPENSION Front – Telescopic
Rear - Twin gas chargedDIMENSIONS (lxbxh) 2140mm x 810mm x 1120mmBRAKES Front – 280mm disc, 2 piston caliper
Rear – 153mm drum, Single leadGROUND CLEARANCE
135mm
WEIGHT 187 kgsFUEL CAPACITY 13.5 liters
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CH APTER IV
DATA INTERPRETATION
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF AGE
TABLE: 1
Age No. Of Respondents PercentageBelow-20yrs 10 20%20yrs-35yrs 34 68%35yrs-50yrs 4 8%Above50yrs 2 4%Total 50 100
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 20-35 years
TASMAC COLLEGE 28
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GRAPH – 1
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF AGE
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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TABLE: 2
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF GENDER
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
TASMAC COLLEGE
GENDER No. Of respondents Percentage Male 44 88 Female 6 12 Total 50 100
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A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD
GRAPH – 2
CLASSIFICATION OF RESPONDENTS ON THE BASIS GENDER
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 No of respondents PercentageBusiness 10 20%Student 16 32%Govt. employee 4 8%Professional 2 4%Pvt. Employee 10 20%Politics 8 16%Total 50 100%
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 16 % and another 4% are
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.
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A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD
GRAPH 3
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF OCCUPATION
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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
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
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Income No. Of respondents
Percentage
0-100000 18 36%100000-500000 28 56%Above 500000 4 8%
Total 50 100%
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A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD
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.
GRAPH 4
CLASSIFICATION OF RESPONDENTSON THE BASIS OF INCOME
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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
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Brand name No of respondents
Percentage
Royal Enfield 50 100%Suzuki 50 100%Bajaj 50 100%Honda 50 100%Hero 50 100%
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.
GRAPH 5
CLASSIFICATION OF RESPONDENTS ON THE BASIS OFAWARENESS OF VARIOUS BRANDS OF TWO WHEELERS
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Conclusion:
Hence it can be concluded that majority respondents are aware of various brands of two wheelers are equal.
TABLE 6
SHOWING MARKS GIVEN BY RESPONDENTS TO VARIOUS ATTRIBUTES OF TWO WHEELERS
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Attributes Excellent Good Average TotalAesthetics 18 30 2 50Mileage 22 18 10 50Power and pick 38 12 0 50Riding comfort 32 16 2 50Maintenance 26 22 2 50Road grip 34 16 0 50Price 12 18 20 50After sale service 19 29 2 50Resale value 20 18 12 50Availability of spares 18 26 6 50Brand loyalty 29 19 2 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
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
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Contd….
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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
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SHOWING PREFERENCE OF RESPONDENTS REGARDING TWO WHEELERS BASED ON VARIOUS ATTRIBUTES
Attributes ROYAL ENFIELD
Honda Bajaj Hero Suzuki Total
Good Power & mileage
20% 8% 32% 40% 0% 100
Riding comfort 68% 16% 4% 8% 4% 100
Aesthetics 44% 4% 20% 28% 4% 100
Road grip 72% 8% 4% 16% 0% 100
Safety and durability 52% 8% 20% 20% 0% 100
Good after sales service
24% 4% 24% 48% 0% 100
Maintenance 44% 6% 20% 28% 2% 100
Reasonable price and resale value
36% 12% 28% 24% 0% 100
Analysis
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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.
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.
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GRAPH 7
SHOWING PREFERENCE OF RESPONDENTS REGARDING TWO WHEELERS BASED ON VARIOUS ATTRIBUTES
Good power and mileage
Conclusion:
From the above graph it can be concluded that hero has a good power n mileage compared to other two wheeler brands
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Riding comfort
Conclusion:
The above bar graph clearly shows that ROYAL ENFIELD has the best riding comfort compared to honda, hero and other two wheelers.
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A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD
Aesthetics
Conclusion:
From the above graph it can be clearly concluded that ROYAL ENFIELD has good aesthetics out of all the other two wheelers.
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A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD
Road grip
Conclusion:
The above bar graph shows that ROYAL ENFIELD has a better road grip compared to honda , bajaj. Hero and suzuki.
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Safety and durability
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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Good after sale service
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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A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD
Maintenance
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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Reasonable price and resale value
Conclusion:
The above graph clearly shows that ROYAL ENFIELD has reasonable price and a good resale value.
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TABLE 8
SHOWING WHETHER RESPONDENTS HAVE ANY FUTURE PLANS OF PURCHASING 2 WHEELERS
No of respondents PercentageYes 32 64No 18 36Total 50 100
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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GRAPH 8
SHOWING WHETHER RESPONDENTS HAVE ANY FUTUREPLANS OF PURCHASING TWO WHEELERS.
Conclusion:
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From the above table, it can be concluded that majority respondents have plans
of purchasing two wheeler.
TABLE 9
SHOWING REASONS FOR NOT BUYING TWO WHEELERIN FUTURES
Reason No of respondents
Percentage
Already possessing 8 44.44 %Finance problem 3 16.66%High price 2 11.11%To buy car 5 27.77%Total 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.
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A STUDY OF ASSESMENT OF BRAND REPOSITIONING ON ROYAL ENFIELD
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.
GRAPH 9
SHOWING REASONS FOR NOT BUYING TWO WHEELERIN FUTURES
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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.
TABLE 10
SHOWING PREFERENCE IN CHOICE OF BRAND OF BIKE
Brands No of respondents PercentageROYAL ENFIELD 26 52%HONDA 7 14%HERO 8 16%BAJAJ 9 18%SUZUKI 0 00TOTAL 50 100%
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
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Hence it can be inferred that majority respondents prefer ROYAL ENFIELD and followed by various other brands of two-wheelers.
GRAPH 10
SHOWING PREFERENCE IN CHOICE OF BRAND OF BIKES
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Conclusion:
From the above graph it can be concluded that respondents show much preference fr ROYAL ENFIELD than other two wheeler brands.
TABLE 11
SHOWING IN CHOICE OF VARIOUS MODELS OF ROYAL ENFIELD
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Models No of respondents PercentageCLASSIC 500 UCE 14 28%
CLASSIC 350 UCE 6 12%
BULLET ELECTRA 350 UCE
4 8%
BULLET 350 UCE 2 4%
THUNDER BIRD UCE
24 48%
Total 50 100
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..
GRAPH 11
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SHOWING PREFERENCE IN CHOICE OF VARIOUS MODELS OF ROYAL ENFIELD
CONCLUSION:
From the above graph it can be concluded that respondents prefer buyin Thunder bird than other models of ROYAL ENFIELD.
TABLE 12
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SHOWING REASONS FOR BUYING ROYAL ENFIELD
Reasons No of respondents PercentageAesthetic 22 44%Riding comfort 10 20%Power and pick up 6 12%Road grip 4 8%Brand loyalty 8 16%Total 50 100%
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% of the sample survey choose ROYAL
ENFIELD for brand loyalty respectively.
Inference
Hence it can be inferred that majority respondents preferred to buyROYAL ENFIELD because of its best aesthetic , riding comfort , brand loyalty etc.
GRAPH 12
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SHOWING REASONS FOR BUYING ROYAL ENFIELD
CONCLUSION:
Hence it can be concluded that majority respondents preferred to buyROYAL ENFIELD because of its best aesthetic , riding comfort , brand loyalty etc.
TABLE 13
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SHOWING SOURCES OF INFORMATION ABOUT ROYAL ENFIELD
Media No of respondents PercentageInternet 10 20%Demo and display 12 24%Family & Friends 24 48%Print Media 4 16%Total 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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GRAPH 13
SHOWING SOURCES OF INFORMATION ABOUT ROYAL EFIELD
Conclusion:
From the above graph it can be concluded that majority respondents received the information by family and friends.
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TABLE 14
SHOWING WHETHER THE USERS FACED ANY PROBLEM WITH ROYAL
ENFIELD?
No of respondents PercentageYes 8 16%No 42 84%Total 50 100%
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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GRAPH 14
SHOWING WHETHER THE USERS FACED ANY PROBLEM WITHROYAL ENFIELD?
Conclusion:
From the above graph it can be concluded that majority respondents did not faced any problems with ROYAL ENFIELD.
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TABLE 15
SHOWING DIS-SATISFACTION FACED BY ROYAL ENFIELD USERS
No of respondents
Percentage
Power and pick up 22 44%Resale value 06 12%Mileage 10 20%Price 08 16%After sale service 04 8%TOTAL 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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GRAPH 15
SHOWING DIS-SATISFACTION FACED BY ROYAL ENFIELD USERS
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.
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TABLE 16
SHOWING SUGGESTIONS GIVEN BY RESPONDENTS REGARDING IMPROVEMENT OF ROYAL ENFIELD
Suggestion No of respondents
Percentage
Reduce price 14 28%Increase mileage 10 20%Reduce weight 8 16%
Duration of delivery 4 8%Increase pickup 6 12%Increase advertisement 4 8%Models for females 4 8%Total 50 100%
Analysis
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.
8% wants to release models for female, another 8% wants more and more
advertisements in various media’s and another 8 % suggested to deliver as soon
as possible.
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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 BY RESPONDENTS REGARDING IMPROVEMENT OF ROYAL ENFIELD
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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 No of respondents
Percentage
Very proud 14 28%
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Very confident 11 22%Energetic and powerful 12 24%
Stylish 4 8%Satisfied 6 12%Average 2 4% Not good 1 2%Total 50 100%
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 powerful, 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 YHE FEEL OWING A ROYAL ENFIELD
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Conclusion:
The above pie chart clearly shows that majority respondents feel very proud owing a ROYAL ENFIELD bike.
CHAPTER – V
Summary of Findings
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FINDINGS
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. Maintenance, 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.
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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%
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
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RECOMMENDATIONS & SUGGESTIONS
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. Brakes and road grip of the bikes need to be maintained which is excellent.
3. The vehicles are expected to have lower maintenance cost which makes the
customers feel happy.
4. Seating arrangement of the vehicle is the most comfortable preferred by all.
5. 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.
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 media’s like
print media, so that it will reach and every one.
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3) Young people prefer two wheelers than others. So the advertisement and
sales promotion should be aimed towards them.
4) The waiting period for the delivery of the vehicle should be reduced.
5) More authorized service station should be opened in city limits.
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