Royal Enfield motorcycles: reviving the brand

Abstract

Subject area

Marketing.

Study level/applicability

The case is intended for students pursuing post-graduate program in management and studying courses like marketing, brand management and product management.

Case overview

This case discusses marketing decisions taken by Royal Enfield Motors Ltd for its popular motorcycle brand Enfield. Starting from the genesis of the brand and the company, this case deliberates the stage when it faced the dilemma of whether to shutdown, sell-off or revive the business. The situation was the outcome of unfavourable environmental forces and inappropriate strategies adopted by the company. This case notes how the company evolved its marketing mix to revive the brand.

Expected learning outcomes

The case study has been documented with the aim of helping students to: understand the making of an aspirational brand, analyse how a static offer and positioning can become obsolete in a dynamic marketplace, appreciate how pertinent marketing-mix improvements may lead to the revival of a decaying brand and company, learn about the risks associated with entering into a new market segment at the cost of an existing segment, analyse the viability of the business strategy in light of the competition from international players.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Citation

Prashar, S., Singh, H., Gude, K.K. and Shaik, S.U. (2013), "Royal Enfield motorcycles: reviving the brand", , Vol. 3 No. 8. https://doi.org/10.1108/EEMCS-06-2013-0103