Royal Enfield - a market leader in its true sense
R oyal E nfield is a motorcycle brand known for its sheer ruggedness and its rich history. Every brand has loyal customers and fans. But one would say customers of Royal Enfield are "Superfans". Being a proud new owner of a Royal Enfield motorcycle, it made me think how they are able to sustain their place in the market without any traditional promotions nor do they promote themselves extensively compared to competitors taking them on. Remember the Bajaj Dominar 400 “Haathi mat paalo” ad? So how is it that Royal Enfield has been able to do it continuously, being one of the oldest motorcycle brands around the world. RE is an Indian company with British origins. RE falls under the luxury segment of motorcycles and has become a status symbol for people. RE, though it seems to have been a great success since the year 1906, facts don’t tell the same story. Around 17 years ago, the stock price for Eicher Motors was Rs. 48.75. This was in the year 2000. The stock price today ...