The Revival Story Of Royal Enfield

Royal Enfield, the iconic motorcycle brand from India, has been a symbol of adventure and freedom for over a century. However, in recent years, the brand faced a decline in sales and market share due to increased competition and changing consumer preferences.

But, Royal Enfield has made a comeback with a bang, and a big part of this revival can be attributed to its effective digital marketing strategies. In this blog, we will take a closer look at how Royal Enfield has leveraged digital marketing to drive its resurgence.

The Digital Marketing Tools That Helped Royal Enfield

Building an Online Presence:

Royal Enfield has created an active presence on social media platforms such as Facebook, Instagram, and Twitter to reach a wider audience and connect with its customers. The brand regularly updates its social media profiles with product launches, campaigns, and customer stories, creating a robust online community around the brand.

Engaging with Customers:

Royal Enfield’s social media pages are not just a source of information, but also a platform for engagement. The brand interacts with customers, addressing their queries and complaints, and sharing their feedback and suggestions. This not only helps build trust but also provides valuable insights into the needs and expectations of the customers.

Influencer Marketing:

Royal Enfield has collaborated with well-known influencers in the motorcycle community to promote its products and create buzz. By partnering with influencers, Royal Enfield has reached a wider audience and showcased its products in a more relatable and authentic way.

Content Marketing:

The brand has also leveraged content marketing to create awareness about its products and build its brand image. Royal Enfield has created compelling and informative videos, blog posts, and infographics to educate customers about its products, services, and brand history. This content is not only educational but also entertaining, making it more appealing to the audience.

Digital Advertising:

Royal Enfield has also effectively used digital advertising, reaching out to its target audience through Google and social media advertising. By targeting the right audience, the brand has been able to increase brand awareness and drive conversions.

E-commerce Platform:

Royal Enfield has also set up its own e-commerce platform, making it easier for customers to purchase its products online. The platform offers a seamless shopping experience, with options for customization and financing, making it easier for customers to own their dream motorcycle.

The Story Of Royal Enfield

Today, Royal Enfield is a status symbol that gives its riders a sense of accomplishment. The Royal Enfield Community is growing by the day, and it’s hard to believe that this company was on the verge of going bankrupt in 1994. From near-bankruptcy, the company has recovered to become one of the most lucrative in the country. Who is to credit for this? Let’s have a look.

To know this, let’s delve into the origin of the company. Royal Enfield, contrary to popular belief, is a British corporation that was formed in 1891 by Albert Eddie and Robert Smith, who started a needle manufacturing company together. This company is named Eddie Manufacturing. Later, the Royal Arms Company places an order with this company to build bicycles, which is named Royal Enfield.

In the year 1901, the business produces its first motorcycle, which proves to be so powerful and durable that the army began employing it throughout World War I. The year 1932 was marked by the launch of Royal Enfield’s ‘Bullet’ motorcycle. The Bullet garnered a large number of sales, but as the war came to an end, sales began to fall.

Due to the company’s significant losses, K.R Sundaram of Madras Motors chose to purchase it in 1949. Vikram Lal, the business’s CEO, decides to buy the company from K.R Sundaram after operating it for several years. However, his decision proves to be a risky one for him. The company had suffered such massive losses and was in such an unfortunate state at the time that no one was willing to buy it.

The board of directors believes it’s time to get rid of Royal Enfield after keeping the company afloat for the next six years. However, as the company’s life cycle draws to a close, Vikram Lal’s son, Siddhartha Lal, asks his father for a chance. Royal Enfield’s prosperity was built on this foundation. Siddhartha employed only three techniques to transform the company from a near-bankruptcy situation to the leader in the mid-range bike segment.

Started Living the Buyer’s Life: This meant that Siddhartha started seeing the company as an end-user or a consumer rather than a CEO. He discovered the bike had several flaws after he started riding it on mountain expeditions, making it impossible to enjoy the ride. One thing he realized was how inconvenient the gear shift, which was on the right side of the bike, was. Apart from that, the bikes only had a kick start, which rebounded back with such force that it may have broken the rider’s legs. When he was riding the bike, he was also bombarded with queries about whether he was a tourist.

Although the real change came from the recreation of behavioral design, Behavioural designers use a combination of psychology, design, technology, and creative methods to discover why individuals behave the way they do. Similarly, Royal Enfield was seen as a touring bike that was not intended to be used on a daily basis.

Royal Enfield marketed itself as an emotion rather than just a product, the line ‘Be The Change’ was marketed by the brand everywhere. This led to people directly connecting the brand with their self-esteem. To take this even further, Royal Enfield started organizing several adventurous trips and sponsoring mountain rides. They also formed several clubs in cities like club Rider’s Mania. All of this led to the brand creating a loyal fan base that took pride in being associated with a brand that was a status symbol. This led to the brand being a synonym for Pride.

Royal Enfield advertised itself as an emotion rather than a commodity, with the slogan “Be The Change” plastered all over the place. As a result, consumers began to associate the brand with their self-esteem. To take things a step further, Royal Enfield began organizing and supporting various daring vacations and mountain rides. They also founded a number of clubs in cities, such as Rider’s Mania. As a result of all of this, the brand developed a devoted fan base that took pride in being linked with a status symbol. As a result, the brand became synonymous with pride.

In conclusion,

Royal Enfield’s revival is a testament to the power of digital marketing. By leveraging digital channels and engaging with customers, the brand has increased its sales and created a loyal community of brand advocates. Royal Enfield’s successful digital marketing strategies serve as an inspiration for other brands looking to drive growth and connect with customers in the digital age.

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