When a Super bike passes by,
making a Zooming sound, we all wonder which bike this can be? But when a bike
passes by with a typical sound of Dug Dug Dug, we all know, even without
looking at it. Its Bullet.
Such is the identity and
influence this company has created right from its birth in England
It has earned the respect
over the years as a stable sturdy and reliable bike, but it was meant only for
rich people in society to showcase their
status or for the army men.
The company really never
pushed their products into the market until very recently when Eicher group
took over Enfield Motorcycle co. and re branded it as Royal Enfield Motorcycle
co. and change the perspective of customers to look towards this bike.
Since then Royal Enfield has
hurled themselves into the market by rolling out new models to compete their
Japanese counterparts. From introduction of .Machismo and Thunderbird , India
Even with the new models RE
has managed to nurture the authenticity of original RE with its style. Launch
of UCE Engine with Twin spark plug in 2010, complying with Euro III norms, RE
has demonstrated technological advancement.
Advertising and branding of
the company has played a vital role in this makeover. Keeping “Made Like Gun”,
the antic tag line of war era, RE backed themselves as a “Most trusted brand
over the years”. While Japanese guys were busy with their automated assembly line,
RE, with 50-60 year old assembly line portrayed themselves as a company offering
bikes which are “Handcrafted in Chennai”. A CLASSIC example of marketing strategy,
isn’t it?
Creating a community of RE
riders, offering them a support and discussion forum on company websites and
organising bike rides across the India (from Ladakh, Bhutan to Karnataka),
Launch of campaign like “The Trip”, “Leave Home”, RE has managed to distinguish
themselves and their riders from other bikes and create a sense of pride among
the RE riders.
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