What was once a sick unit
and a drag of resources is now booming and thundering itself into glory it has
become an aspiration for today’s youth and a pride possession.
At the start of new
millennium a new domestic player would emerge in the Indian biking landscape
who took on the luxury high end motor cycle segment and made its mark which
meant exclusively for foreign manufacturers.
The story of Royal
Enfield is indeed unique because it caters to aspirations of millions of youth
across India those can’t afford a foreign super bike.
The story is amazing how
the company reinvented
itself and made Bullet a style statement from a bike for Army and similar
services.
The Royal Enfield story
is mix of both structural as well as marketing changes as to how Eicher Motors
& the promoter SIddharth Lal overhauled the company.
The overhauling process
took care of the product, quality and technology aspects and then finally came
the overhauling of the Royal Enfield Brand.
As young & energetic
promoter he took the courage with full energy & conviction to restructure
the company both in terms of management as well as operations and soon saw
positive signals in terms of financials growing.
He ignored the call for
selling off the sick unit and steered the sinking ship to new heights by
bringing on board professional veterans and creating a work culture of
meritocracy & pride.
And soon the company
realized the need for Brand which would appeal to the youth to buy it. They
realized that for a brand to sell they need royalty irrespective of the
demographics.
The company managers
themselves their target customers are the one who loves biking and long rides.
Eventually their product
placement on these lines have paid off and now they have loyalist or what
it is called hard core Bullet lovers.
This was achieved by
company only after some very smart thinking and strong determination with clear
vision in mind. So basically the revival of Royal Enfield is not just a case of
good marketing strategy but also of strong corporate governance.
Gradually they fixedevery problem step by step from engineering design to strong components to
availability of spare parts. All these steps have psychological effect on the
consumer and people started to take this brand seriously.
The unique thing about RE
is that inspite of competition they are not only holding
their customer base but also increasing it and now this brand is an
inclusive part of growing biking culture in India.
Youtube Ad- Thunderbird 500 (Men among boys)
The one thing unique
about the brand is that they have aggressively positioned themselves as the
bike for
pride and for leisure segment. Unlike other brands which focusses on
utility and consumer needs they made the RE brand a prized possession.
Their tag line like
Separating Man among Boys as well as RE urges young Indian men to leave home
are a constant daring approach adopted by company to sell its products entirely
on a single functionality.
This is the risk many
auto makers and especially bike makers are unwilling to take given the strong
competition.
And they have been
consistently adhered to this theme and it
has appealed to the bike lovers. Whether it is the IT professional who
wants to go on an escapade to relieve stress or farmer living in rural areas or
businessman who wants to make a statement all have chosen the Bullet.
Basically they want to
convey that if you need to go an adventure there is no better companion than
Bullet. They have taken a complete media mix for this campaign and now
expanding their foot print in digital space also.
Thus rise of Royal
Enfield brand is a story to reckon with and think how sheer professionalism and
some strong determination of a young entrepreneur converted a sick unit and a
forgotten brand into the symbol of Adventure and aspiration of new India.
Now the thud thud sound
of Bullet makes everybody’s heart beat faster.
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