BM Assignment – Brand Extension

Built Like a
Gun
Brand Equity
Brand Associations: -
Royal Enfield is particularly associated with
Luxury, status symbol, Masculinity, Adventurous
riding experience. Hence this brand enjoys huge
brand royalty.
It easily makes entry into consideration set of the
customers for whom above mentioned
parameters are important
Customers also tend to buy bike related
accessories which have Royal Enfield imprinted
over them As they associate strongly with it
Brand Loyalty: -
We can find many brand evangelist who actively
engage in bike road trips like a cult of Royal
Enfield.
They have created a high switching cost
Also It provides style and durability with extreme
feeling of adventure which no other bike in this
segment has been able to provide
Brand Equity

Brand Awareness: - Perceived Quality: -

Its target segment is Between age group of 25-45 High quality Bike
yrs. of age Enjoys premium pricing
It is engaged in simple marketing strategy like Ad Its unique positioning than its competitors helps
campaign, TV promotions, and Road trips it to be perceived as a high quality product
It is prominently promoted through Men's
magazines, Adventure magazine, and Himalayan
Odyssey road trips.
User generated Content also helps to strengthen
its equity
 Entry of new competitors such
as Jawa/ Triumph

Harley's development of lower

Reasons for capacity models
Brand
lowest quarterly sales growth in six
Extension years (failure of Himalayan model)

Increase the presence in wider

range of product categories
 Hair Wax (Helmet friendly)
Beard Wax
Men's Grooming range of Shampoo
products: Perfume
Sunscreen

Alcoholic Beverages

Candidates
for Brand 4x4 SUV

Extension:
Royal Enfield Café's (Pit stops)

Entry into Moped segment

 Parameters for Men's Grooming Alcoholic 4x4 SUV Royal Enfield Cafes (Pit Mopeds
Evaluation Beverages Stops)
Competitors Beardo, Saint Beard, BarberClub Bira, Old Jeep, Mahindra Thar Highway Cafes, Harley Piaggio, Honda, TVS
Monk Davidson Cafe
Make or Buy Licensing Licensing Make Franchising Make
Brand Fit Excellent due to cult image Good Excellent due to Excellent to complement Sensible extension into
adventure image Enfield rides lower segment
Brand Ideology Does not go against brand No fit as RE is more associated Complements the brand Will affect the
ideology responsible with 2 wheeler and image associated with long performance and
drivers individualism and adventurous rides macho imagery of
brand
Pros Association with the brand at an Will appeal Adventure imagery Helps build community and No need to setup
early age higher age can be leveraged increase serviceability another sales channel
Extension of existing macho group
imagery
Cons Female riders may not associate Does not Requires capital Company will not be able to Negative brand imagery
with this extension support investment control quality of service and cannibalization
responsible
drivers
campaign

Evaluation of Candidates:
Recommendation:
• Men's Grooming range of products:
• Hair Wax (Helmet friendly)
• Beard Wax
• Shampoo
• Perfume
• Sunscreen lotion
• Royal Enfield Café's (Pit stops)

• These options have a good fit with brand

association and idealogy along there is a lesser risk
of negative impact on the parent brand
THANK YOU