Wednesday, May 23, 2007

Brand Update :Royal Enfield

Royal Enfield this month has launched Machismo LB 500: a regenerated version of Bullet 500. The new launch is interesting to a marketer because it is a part of longterm brand building strategy for this iconic brand.
Machismo is a famous variant of Enfield with a distinct style from the classic Enfield. Machismo is available in the popular 350 cc engine.The new beast is powered with 500cc simply making it the most powerful of the two wheelers running in India( Am not sure about the fate of Kinetic Aquila)
Machismo 500 is a niche with in the niche. As every bikers know it, Enfield is not for an ordinary person. It is for someone who has a biker inside. The brand gives a motorcycling experience rather than a pure transporting vehicle. Within the niche that the brand commands, Machismo 500 aims to create another niche : for pure bikers.
Machismo is not for everyone, like all iconic brands, here exclusivity is the main differentiator. In a market where companies do every possible technique to woo the customers, this brand "selects" the customers. According to the reports, the company screens the customer before allotting the vehicle. This is something that is unbelievable in this era . But creating an iconic status also demands unconventional thinking. The announcement of limiting the allotment is definitely going to excite the biker. With a price of Rs 1.05 lakhs , the bike is above a normal person's reach.The product is having the export quality parts with the quality same as those exported to Enfield's Western markets.

Machismo 500 is a marketing move rather than a new product launch. The new variant is to reinforce the iconic status of the brand as the only available option for Pure Bikers. In marketing theory we use the term Line Featuring : ie using a variant or product to get the consumers to your product mix. Machismo 500 is set to bring lot of bike enthusiasts back to the Enfield's showrooms. The brand feels that the recent high profile launch of Pulsar 200 and the plans of Pulsar to come out with larger bikes can shake the status of Enfield.

Related Brand
Royal Enfield