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NUMBERS MANUFACTURED
2018 2019
29.07
40
THREE WHEELER 0.7491
30
COMMERCIAL VEHICLES 0.7491
20
10 13
3 3
0
TWO WHEELER THREE WHEELER COMMERCIAL VEHICLE PASSENGER VEHICLE
SOURCE – SOCIETY OF INDIAN AUTOMOBILE MANUFACTURER
TWO WHEELER MARKET 2017-18
• EXPECTED GROWTH IN TWO WHEELER SEGMENT IN 2018-19 – 8-9%
• EXPECTED UNITS TO BE SOLD – 22.05 MILLION UNITS
Weakness: • Weakness:
• Price differences • High Switching costs
• Fragmented buyers
• High product importance
SALES COMPARISON ROYAL ENFIELD
FY 2018-19
CLASSIC 350 TOTAL DOMESTIC SALES
80000
70000
60000
50000
40000
30000
20000
10000
0
APRIL MAY JUNE JULY AUGUST SEPTEMBER
SALES COMPARISON IN UNITS SOLD IN 2018
50000
40000
30000
20000
10000
0
APRIL MAY JUNE JULY AUGUST SEPTEMBER
WHO IS THE CUSTOMER OF CLASSIC 350?
• ICON – NEED FOR POWER, RESPECT AND STATUS
Evaluation Of Alternatives-Brands,Needs
Product Category
Thunderbird 350, KTM, Bajaj Avenger,
Yamaha R15, Harley Davidson, Suzuki
Generic Competition
Cars, Scooters, Scooty,
Budget Competition
Holiday packages, Tours
and Travels
FEATURES CONTRIBUTION TO PURCHASE SR.NO. FEATURES
DECISION BEFORE BUYING 1 LOOKS
2 MILEAGE
10 1 3 COMFORT
11% 11% 2
9 4 AFTER SALES
11% 8% 5 PRICE
3 6 RESALE VALUE
8 11% 7 FINANCE
10%
8 TRANSMISSION
7 4
9 ENGINE
8% 6 11%
5 10 BRAND
9% 10%
RANKING AND POSITION
• Brand
Manufacturer Price Max Engine Mileage Starting transmission
• Looks
• Comfort Power capacity mechanism
Most • After Sales
Preferred • Engine
Royal Enfield 1.45 19.80 bhp 346 cc 37 kmpl Kick / 5 speed
classic 350 lakh electric
• Price
Second • Transmission KTM 390 2.56 43 bhp 373.2 cc 25 kmpl Electric 6 speed
lakh
Preferred