Royal Enfield: Balancing Tradition and Trend

In early 2023, Siddhartha Lal, managing director of Eicher Motors Limited (Eicher Motors), headquartered in Gurugram, India, grappled with a pressing issue. Over the past three years, Royal Enfield, a subsidiary of Eicher Motors renowned for its iconic motorcycles, had noticed a decline in its appeal to Generation Z customers. The Bullet brand, known for its ruggedness and timeless retro charm, was no longer resonating with this younger, digitally native, and environmentally conscious demographic. Compounding the challenge, the motorcycle market was becoming increasingly competitive, with numerous brands introducing models specifically designed to attract Gen Z riders. Royal Enfield faced a significant challenge: how to revive the Bullet brand’s allure without compromising its unique identity and legendary emotional appeal.

The case is suitable for advanced undergraduate and graduate courses in marketing management, brand management, strategic brand management, and strategic marketing. It is also useful for teaching turnaround strategy and business models. The case addresses how analysis of brand equity can help a company in the automotive industry rebuild its brand. After working through the case and assignment questions, students will be able to do the following:<br><br><ul><li>Understand the importance of Keller’s brand equity model and its elements for rebuilding a brand.</li><li>Apply brand equity concepts, such as Keller’s brand equity model.</li><li>Apply the Five Mys framework in the context of the automotive industry.</li><li>Deconstruct brand identity using Kapferer’s brand identity prism.</li><li>Formulate comprehensive marketing and product strategies for Royal Enfield aimed at attracting and engaging Gen Z.</li><li>Assess Royal Enfield’s unique advantages and value propositions relative to competitors.</li><li>Suggest strategies for preventing brand cannibalization.</li></ul>

• Brand Identity
• 5 Mys Framework
• Marketing Strategies
• Brand Identity
• Keller's Brand Equity Model
• Generation Z