Brand Personality Assessment of Royal Enfield Essay

August 31, 2017 Music

Introduction

Manufactured in Redditch. UK. the Bullet was the apogee of designs that day of the month back to 1933. The authoritative 350 milliliter theoretical account made its introduction at the Earl’s Court motor show in 1948 and was an immediate success. Its large brother. the 500 milliliter came along subsequently. in 1953. In 1955. a orbiter mill was established in Madras. India. to run into demands from the Indian Army. When the UK mill closed in 1970. the Madras works continued production. In 1994. Enfield India was acquired by the big technology group. Eicher. which has since made a figure of betterments to the motorcycle. However. despite these. its typical visual aspect remains unchanged and provides an chance to bask the privilege of siting a “classic” reproduction motorcycle. First World War ( 1911–1920 ) Inter-war old ages ( 1921–1939 ) Second World War ( 1939–1945 )

1913 Enfield 425cc 1923 Royal Enfield 225cc 1941 Royal Enfield 250cc

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Royal Enfield in Nepal

All the Royal Enfield bike in Nepal is imported from India by Dugar Brothers and Sons. It is manufactured in Chennai. India and by 2013 its Pune subdivision will besides get down fabrication and the installation will be of same capacity. Presently 70. 000 to 75. 000 units of bike are manufactured in a twelvemonth. Dugar Brothers and Sons is the exclusive distributer of Royal Enfield in Nepal. It subdivisions are in Kathmandu. Narayanghat. Birgunj. Nepalgunj and Biratnagar. Among these subdivisions Narayanghat and Biratnagar subdivision has the highest figure of gross revenues. It has many distributers spread around the state. Among all the subdivisions and distributor the most figure of Royal Enfield bike is sold by the trader in Pokhara and trader in Butwal’s gross revenues volume is the 2nd highest. The highest figure of gross revenues is normally during festival season. Royal Enfield Bullet Electra/classic 350 milliliter are the two most selling trade name here in Nepal and the same merchandise of 500 milliliter is the 2nd highest selling Royal Enfield motorcycle.

Royal Enfield’s most popular trade name of today is Bullet and it is frequently taken every bit synonymous to Royal Enfield. And this is the lone motorcycle in the 350 milliliter and 500 milliliter section of motorcycle here in Nepal. And thunderbird section is least popular and non sold presently. Royal Enfield was foremost manufactured in England more than hundred old ages ago. It has a long bequest and a war history as this bike was used in both first and 2nd universe war. It has ever been perceived as a quality merchandise and it has been able to retain the same perceptual experience even after a century and it has been able to place itself as a Luxurious. Premium and a quality merchandise. Royal Enfield’s mark clients for Nepal are upper center and upper category section. It faces competition from new trade names like KTM Duke. VR and others athleticss motorcycles. But it has its ain set of loyal client and these rivals are of really small menace to them as the theoretical account and public presentation both vary mostly from other motorcycles. It is a premium trade name and its portion and care cost is high as good and it even consumes more fuel as its millage is about 20-25 Km per litre of gasoline and gasoline in Nepal is expensive excessively. It is a epicurean point for Nepali people and barely used by a in-between category commuters.

There is no age bound for the merchandise like Royal Enfield Motorcycle as people from adolescent to older coevals of 45 and above still have the love for the motorcycle. Customers of this motorcycle can be adventure rider. traveller. one time that have the love for authoritative things or supporter of a bequest it carries. Royal Enfield has become really popular among the childs of Nepal. They seem to prefer this trade name among other. Although it does non hold a proper salesroom in metropolis country where most motorcycle salesrooms are located alternatively it has merely one show room inside the industrial province of Kathmandu but still it has been selling the same unit of motorcycle as it used to when it had its salesroom in New Baneshwor every bit good. Its market portion is merely approximately 1 % of entire market portion in the two Wheeler section. Peoples purchasing Bullet normally find the topographic point to purchase the motorcycle as it is a premium merchandise here in Nepal and people by and large come prepared through research in cyberspace visiting World Wide Web. royalenfield. com of India and as same motorcycles are imported and sold here in Nepal equal information can be gathered from there and they find the topographic point to purchase the motorcycle through friends and relations or from NTC call Centre which will supply the phone figure of the distribution Centre on demand.

The point of difference for the Royal Enfield with other two Wheeler bike is its physical strength. quality confidence. retro expression and traditional system still incorporated and above all it is the oldest two Wheeler company. The monetary value of the bike is non over charged every bit good for the section of the motorcycle it lies in. Royal Enfield has non changed with promotion of the engineering. This motorcycle is still really similar to the motorcycle that was produces decennaries ago. But this is what client largely like about the trade name and it even has even advertised its authoritative chrome stating “old school thaumaturgy. recreated” and this trade name has truly done good in the market in footings of gross revenues. Nut there is still that section in the market that would wish to have a Royal Enfield but want it with a alteration and new engineering incorporated ; maintaining this in head Royal Enfield has come up with a Thunder Bird 500 milliliter with led visible radiation. dual disc brakes and other assorted alterations which will shortly come in the Nepali market every bit good. There are assorted nines like Nasa Bullet Club ( managed by distributer themselves ) . Himalayan Enfield and Sector Summit in Nepal that unites Royal Enfield proprietors and organizes Tourss and mass meeting.

These mass meeting and circuit are besides a beginning of publicity and it has been able to entice more clients to the salesroom. Peoples like to acquire associated in such events and to make so they even buy the bike. When other nines organize such events the distributers largely participate through sponsorship. They participate in different car show like NADA Auto Show. They publish print advertizement in popular national day-to-day newspaper every two weeks and even act upon some magazines to cover a narrative of the Royal Enfield. They do non make telecasting commercials but appear in plans like Wheel Factor in intelligence 24 where over all description of the bike is given. The chief ground for the company non being able to tap all the possible market is its age old engineering which requires particular cognition for the care of the Motorcycle.

Customers have different types of job and most figure of client complain is about the limited figure of service Centre which makes it really hard for client to hold their bike repaired and furthermore private workshop proprietor are non capable to mend the motorcycle as it has a really complex engine. and its technology is besides really different from other bikes of today which make it really hard for every bike machinist to hold thought to mend the bike so clients had suggested them to hold service centres in different location instead than holding a individual service Centre. Keeping this in head the Dugar Brother and Sons even had a workshop and preparation plan for the bing workshop proprietor and the interested new people who want to open a bike workshop. The preparation was for free and it had a good figure of partisans fall ining the plan.

Customer’s attitude towards Royal Enfield

I had interviewed few Royal Enfield proprietors and there was assorted remarks on the bike. Pride. power and high quality was something that everyone pointed out. They were satisfied with the functionality facet of the motorcycle and loved the sound emitted by the motorcycle. On inquiring what made them purchase the motorcycle I found out that it was the ex post facto expression of the motorcycle. the sound it emits. the powerful engine and the pride that comes with the motorcycle. they even shared their experience they had fall ining different Tourss from Royal Enfield proprietors club. they found such Tourss really interesting and exciting as they would largely going in a group and in the remainder point they would hold assorted activities for amusement and they could socialise with the likeminded people on the circuit every bit good. Riding Royal Enfield gives them a certain degree of satisfaction. joy. pride. exhilaration and assurance. They said it was really comfy on a main road ; bike truly gets lighter as you race it and even turning will be easy. The chief job that everyone indicated was the limited figure of service centres and workshops.

Peoples have faced many job due to inaccessibility of service centres that could repair the Royal Enfield motorcycle and due to the complex nature of motorcycle every machinist can non mend and keep the motorcycle therefore the proprietors truly gets in problem when there is job in the motorcycle as they have to take the motorcycle to some limited figure of service centre of Royal Enfield. They said it would be better if the motorcycle adopts some new engineering like led headlamps. fuel indexs. tubeless wheel etc but without altering the visual aspect. as it has already introduced self start on the motorcycle and is of immense success. Another good recognized job was the high care cost and expensive parts of the Royal Enfield. Where normal motorcycles that run in the street of Kathmandu run on an norm of 1 litre engine oil it needs 2. 5 litres which makes the regular care cost duplicate the cost of normal motorcycle. Furthermore the dearly-won portion that is non readily available and takes long lead clip for reaching and the labour cost associated with it is besides higher doing it more expensive to maintain and keep. It is because of this grounds people despite their outmost love for the motorcycle had to sell their darling ownership. and some don’t even purchase the merchandise when they know all these about the merchandise.

Positioning of Royal Enfield as a trade name

Royal Enfield has positioned itself as a premium trade name in Nepal and targeted upper center and above category of people but it is really for in-between category people in India. It is perceived as a quality merchandise. Although it is made in India people because of the age old bequest it carries people are confident on its public presentation and quality. It is targeted for travel partisans and escapade riders more than for day-to-day commuters. Although its monetary value with mention to its engine milliliter is non that high its trim parts and care cost is decidedly high which makes it more attractive to the upper center and above category of people. It spends really less in advertizement and publicity. still people find their ways to larn about the motorcycle and purchase it even if they have to seek for the seller. Peoples find pride in having the motorcycle. There are different nines started by the authorised trader and likeminded people who love to sit and have the motorcycle.

Findingss

Aaker’s Brand Personality Scale

A sample size of 16 responded were asked to make full the questionnaire. which included the five major factors ( i. e. earnestness. exhilaration. competency. edification and huskiness ) with their underlining aspects as suggested by the Aaker’s theoretical account. Respondents were asked to rate how descriptive each
personality trait was for Royal Enfield on a 7 point graduated table ( 1being highly non descriptive & A ; 7 being highly descriptive ) . The sum-up of the consequence is shown below

Factors| Ratings |
Sincerity| 1. 0555|
Excitement| 1. 6420|
Competence| 1. 3203|
Sophistication| 0. 9687|
Ruggedness| 1. 8125|




From the obtained consequence we can state that Royal Enfield as a trade name has received high tonss on all except the edification. The ground behind the trade name to hit low point in the edification factor might be because the clients are really looking for the age old traditional joke motorcycle which has really less alteration to its original design therefore doing it less sophisticated and people like it that manner.

Projective Technique

Here in the research I have used a comparing undertaking to bring out the true feelings of the respondent about the trade name. The respondents were asked to compare Royal Enfield with animate being. activity. auto. music. aroma. profession. athleticss. emotion and cloth and supply ground for their choice as good.

Royal Enfield and animate being
Most of the respondent has compared the Royal Enfield with animate beings like Lion. Tiger. Rhinoceros. Giraffe and Dog. The highest figure of respondent nevertheless has compared the trade name with Lion because of its visual aspect. its power and king’s position in jungle and the boom which is comparable with the sound emitted by the motorcycle. It is compared with tiger looking at its strength and stamina. Rhinoceros was largely selected for authoritative and immense organic structure of the motorcycle. One respondent has even compared the motorcycle with Canis familiaris maintaining the sound in head he has compared it with the Canis familiariss barking.

Royal Enfield and auto

Royal Enfield has been compared with different autos. The highest figure of respondent has compared Royal Enfield with beetling because of its authoritative expression. The respondents have a feeling that Royal Enfield is posh and are wholly different from other motorcycles. Similarly. it has been compared with several other autos like Hummer. Ferrari. and BMW because of its sound and advanced engineering.

Royal Enfield and business

All the respondents have come up with an single business. Fashion Stylist as an business is slightly mentioned by most of them. Royal Enfield nevertheless is compared to Fashion icon because of its classy. antique expression and because of its individualism. Furthermore. Royal Enfield is besides compared to the occupation of Army. applied scientist. boring excavation because of the attempt and power it possess.

Royal Enfield and Sport

The highest figure of respondents has compared Royal Enfield to Football because of the enthusiasm and exhilaration it possesses while playing it. Furthermore. Golf is the following highest athleticss that have been compared to Royal Enfield because of its nature. The respondents has revealed that playing golf shows your standard likewise siting Royal Enfield shows your Status and shows your living criterion. Royal Enfield has been slightly been compared to bicycle racing. ping niff. rugger. swimming. Marathon and Baseball.

Royal Enfield and Television Show

The highest respondents compared Royal Enfield to a Television show” FRIENDS” and “ How I Met Your Mother” . which has revealed some different sentiment towards Royal Enfield. which says that these shows makes you experience so affiliated to each other and so delighted everytime you watch it. likewise siting Enfield gives you the same feeling of delightness and fond regard. One of the respondent has compared Enfield to a show ‘ Mind Your Language’ where the show makes you laugh loud and this laughter has been compared to the sound that Enfield emits. Similarly. Enfield has besides been compared to a show like ‘Kofee with Karan’ where I see no relevancy. Furthermore other shows like Larry King Show. X-factor. Pimp my drive has been compared to the Royal Enfield.

Royal Enfield and Perfume

Most of the respondents have compared Enfield to ‘GUCCI’ because of its alone aroma and its trade name which depicts that Enfield has its ain singularity in every other manner. Furthermore. Enfield has besides been compared to AXE because of its strong fond regard. Enfield has besides been compared to other Aromas like VERSACE. Channel. Playboy. Hugo Boss. Brut. Euphoria because of its maleness.

Royal Enfield and Fabric

Some of the respondents have mentioned silk because of its softness and smoothness and some have compared Enfield with RUG which depicts its raggedness intending the motorcycle is unsmooth and tough. Some other respondents have mentioned that Enfield should be compared to such a cloth which shows its masculine power being really tough 1. Some have compared Enfield with leather jackets and some have compared it with Wool and Raymond.

Royal Enfield and Emotion

The highest figure of respondent has compared Enfield with felicity which reveals the fact that siting Enfield makes you experience happy and pleasant. Most of the respondent besides has compared Enfield with aggression and force as the motorcycle itself shows the attitude and the aggression.

In a nutshell. Royal Enfield is viewed as a tough motorcycle with the category of its ain holding characteristics wholly different from other motorcycles. Many respondents seemed to wish Enfield because of its posh expression. because of the sound it produces. its individualism and the attitude it possess. Zaltman Metaphor Elicitation Technique ( ZMET )

ZMET is used to hold an apprehension of how trade name is perceived by the clients. The survey is conducted with 5 participants who were shown the montage of images related to the trade name and asked to follow the undermentioned stairss to convey out their true feelings about the trade name. Step 1: The participants were asked to depict the content of the images. Measure 2: The Participants were so asked to depict the images that they thought would be appropriate and asked to explicate its relevancy. Measure 3: The Participants were so asked to screen the images into three meaningful groups and supply a label or description for each group. Step 4: The respondents were so asked to bespeak the most representative image among the 12 images. Measure 5: The respondents were so asked to bespeak the image that signifies the antonym of the trade name.

Measure 6: The participants were so asked to bespeak what does or doesn’t describe the Royal Enfield in footings of colour. emotion. sound. odor. gustatory sensation. and touch. Measure 7: Participants were so asked to make a mental map utilizing concepts and relationships. Measure 8: Participants were so asked to make a drumhead image with a concluding narrative. After roll uping the responses I found out that people related these images do reflect the image of Royal Enfield. They found images to be unsmooth and tough. cool. showed some attitude. bad male childs. drug addict. biker. loud. fashionable. masculine. strength. classy and legendary. Most of the respondents felt that had I included something related with the motorcycle Tours and antique motorcycles as this trade name is closely related with motorcycle Tourss and carries age old history with it.

Most of the respondent arranged images like motorcycle and its parts in one group and labeled it like cool motorcycles. old-timer pieces. old school etc. images of bull skull. blade. cardinal rings etc were largely placed in different group and labeled as bad male childs playthings. strength and masculine. classy and unsafe. Pictures of jacket. places. baseball mitts etc were grouped in one group and labeled as harness. protection. salvage with velocity. Most of the respondent did non happen the image of helmet and leg guard to be related as they felt it off the round whereas they felt jacket. flag and old-timer motorcycle to be most related with the motorcycle. On inquiring the participant to build a mental map they made up a narrative utilizing these images and made a narrative full of actions and escapade. some were a lead character in the narrative and some were merely a witness.

Fournier Brand Typology

Fournier has indentified 15 different types of relation a client can hold with a peculiar trade name. Among these 15 my relationship with Royal Enfield would be Committed Partnership. I wanted to have Royal Enfield motorcycle since really long. I love the sound that the motorcycle emits. its visual aspect and except for the complex engine construction that needs specially trained machinist to repair it I love everything about the motorcycle. Even though the motorcycle makes loud sound it is non disregarded in the society and moreover the sound is high merely when the motorcycle is started and as it starts to run it gets smoother and emits lower sound. With the century long bequest and a history that beats all the two Wheelers of the universe trust over motorcycle is decidedly high. Its public presentation on both off route and black top route is really good and could be trusted to work really good even in inauspicious state of affairs like low temperature. It gives a different feel when I ride it. I feel like I rule the street itself.

Decision and Recommendation

Royal Enfield as a trade name has still non lost its appeal among the childs even after a century of its operation. It has tried to place itself as a motorcycle for a motorcycle lover. a premium trade name and a quality merchandise. It has targeted the upper in-between category and above category of people. but there is no as such age bracket of people that are targeted as people of different age from adolescent to old tend to wish the motorcycle. It has captured a big portion of motorcycle market in the upper center and above category section. It follows a distinction scheme and focuses itself to the specific mark market merely. The motorcycle is a exclusive participant in the 350 milliliter and 500cc section of motorcycle in Nepal. Its age old bequest has been able to pull a good pool of partisan to its show room although its presence in the market is non that seeable. Peoples by and large investigate good in front and do contact to the salesroom via assorted beginnings like from NTC call Centre. inquiring people who own the motorcycle etc. Peoples besides perceive it to be a premium trade name. Peoples largely associate it with long circuit. volume. biker. bad male childs. escapades and maleness.

It still has the power to stand out from the crowd of motorcycle. Peoples like the authoritative expression and characteristics that the motorcycle offers but some little alterations like led headlamps. disc brakes etc are suggested by the client. but mostly it is preferred in its original province. Assorted plans like bike circuit and different events are organized by the different nines like Himalayan Enfield which enhances the trade name value and keeps the appeal for the motorcycle alive. The engine of the motorcycle is really complicated and can non be fixed by all the mechanics of Nepal and it has really limited figure of workshops and service centre that provide the installation. therefore client get into problem every now and so when they find they need to repair a job in their motorcycle.

Keeping this into head the company has now started developing the local workshop proprietor to do them capable of working on Royal Enfield and repair the job. Royal Enfield as a trade name is positioned really good. They have targeted the right section of people. But they are non being able to supply good service after gross revenues. With all the immense investing made on the motorcycle people want it to be in status and happen a executable location for care. But there are really limited Numberss of service Centres that can mend and keep the motorcycle.

Furthermore the spare parts are non readily available and client has to wait for hebdomad or more for the parts to get from India. This has surely hampered the trade name equity. The engineering like LED headlamps and disc brakes are in immense demand after it started bring forthing the motorcycle with self start and shifted cogwheel in the left side. But conveying in these alterations should non impact its original expression as people have particular love for the visual aspect itself. Thus the company should look into these facets to heighten the trade name image.

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