Royal Enfield: Balancing Tradition and Trend
商品編號：W40153
出版日期：2025/07/02
再版日期：
商品來源：
商品主題：General Management/Strategy; Marketing
商品類型：Case (Pub Mat)
涵蓋議題：Brand Identity;5 Mys Framework;Marketing Strategies;Brand Identity;Keller's Brand Equity Model;Generation Z
難易度：4 - Undergraduate/MBA
內容長度：12 頁
地域：India
產業：Manufacturing
事件年度：2023
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.
教學手冊：Royal Enfield: Balancing Tradition and Trend - Teaching Note
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