Royal Enfield AKG motors: ROYAL ENFIELD- "Made like A GUN, goes like a BULLET"

ABOUT ROYAL ENFIELD

EVOLUTION OF ROYAL ENFIELD IN INDIA:

Royal Enfield motorcycles were being sold in India ever since 1949. In 1955, the Indian government started looking for a suitable motorcycle for its police forces and the army for patrolling duties on the country's border. The Bullet 350 was chosen as the most suitable bike for the job. The Indian government ordered 800 of these 350 cc motorcycles. Thus In 1955, the Redditch Company partnered with Madras Motors in India to form 'Enfield India' to assemble these 350cc Bullet motorcycle under licence. As per their agreement Madras Motors owned the majority (over 50%) of shares in the company. In 1957 tooling equipment was also sold to Enfield India so that they could manufacture components and start full-fledged production. The Enfield Bullet dominated the Indian highways and with each passing year its popularity kept rising The Indian Enfield uses the 1960 engine (with metric bearing sizes), Royal Enfield still makes an essentially similar bike in the 350 cc and 500 cc models, along with several different models for different market segments.

CLOSEOUT IN THE UK:

Royal Enfield UK continued manufacturing motorcycles and came out with some more innovative and powerful machines notably the Royal Enfield Meteor, Constellation and finally the Interceptor 700, before being sold to Norton-Triumph-Villiers (NVT) in 1968. Production ceased in 1970 and the company was dissolved in 1971. Remaining tooling and equipment of the Redditch works were auctioned off. Meanwhile the Bullet 350 continued to be manufactured in India and by the 1980 the motorcycles were even exported to Europe out of India. Even after the motorcycle manufacturing closed down the precision engineering division ran for some more time and even bicycles were produced until quite late.

THE EICHER CHAPTER:

In 1990, Royal Enfield collaborated with the Eicher Group, an automotive company in India, and merged with it in 1994. Eicher Motors owns the iconic Royal Enfield motorcycle business, which leads the premium motorcycle segment in India. Eicher Motors Limited (EML) is the flagship company of the Eicher Group, which was a catalyst in the green revolution in India with the production of India’s first agricultural tractor in 1959. EML is now a leading player in the Indian automotive space. The oldest motorcycle brand in continuous production world-wide, Royal Enfield has witnessed a huge surge in demand in the recent past, and is charting its course to be the leading player in the mid-sized motorcycle segment globally.. For the fifteen months ended March 2016, Eicher Motors recorded its highest ever total income of INR 15,689 crores (USD 2.4 billion) and is listed on the Bombay and National Stock Exchanges. As of April 1st 2016, Eicher Motors Limited became a part of the Nifty 50 Index.

AKG MOTORS- ROYAL ENFIELD

An AKG motor is an authorized dealer of Royal Enfield located at Chennai GNT road, Thandalazhani, Puzhal Redhills Chennai-600066. Mobile number- +91 9597082571.
Email ID: akgmotors.sales@gmail.com

RETAIL STRATEGY PROCESS

AKG Motors planning to open another new showroom at Gummidipoondi with similar pattern and planning to recruit employees as well, but Royal Enfield trains the employees how to handle the products.

ROYAL ENFIELD SALES

2012 - 78000 units.

2013 - 82000 units.

2014 - 112000 units.

2015 - 2.5 lakhs.

2016 - 4.5 lakh units.

NEW TECHNOLOGY:

Sena introduces rangeless intercom smartphone app, Sena has introduced a new smartphone app that claims to make a rider’s life easier, it is called as RideConnected app; this rangeless intercom app can be downloaded for Android and iOS smartphones.

Trade area (reasons and extensive analysis)

· All over Tamil Nadu it has a majority of customers in Chennai.

It is convenient for them to convert leads into customers.
At Chennai location most of them are middle class, upper middle class and elite people whom are of target audience for Royal Enfield.
More than 60 percentages of Royal Enfield potential customers are residential at Chennai.

People management (employee motivation, incentives and policies)

Providing incentives to employees (Gift vouchers)
When employee achieves target, prizes are rewarded for them.
Motivating employees by providing training.

Store layout (interiors, visual merchandising)

Royal Enfield show room layout is unique in all places. AKG Motors authorized dealer strictly follows the unique pattern of store layout, interior, display and norms of Royal Enfield.

INTERIORS OF SHOW ROOM:

EFFECTIVE CUSTOMER INTERACTION

DEDICATED WORKING

VISUAL MERCHANDISING:

At AKG Motors showroom Royal Enfield products are displayed exclusively to attract customers, each parts bike are displayed separately without complete assemble of product. Free rides are provided along with,

Boots ,
Jackets,
Trousers,
Gloves ,
Eye wear,
Helmet,
T-shirts and
Buffs to get experience of real Royal Enfield ride.

Retail promotion mix (any number of retail promotional aspects)

AKG Motors has Facebook page.
They have their own website.
With the help of Justdial.com, AKG Motors in Chennai, to get phone numbers, address, latestreviews & ratings, photos, maps for AKG Motors in Chennai.
They conduct test ride activities.
Bike display at malls.
Also conducts event rides.