SALES AND DISTRIBUTION OF

ROYAL ENFIELD
Presenting By:-
Hitesh patni(2013108)
Navdeep Singh(2013164)
Navneet Singh(2013165)
Nikita Agarwal(2013171)
Submitted To:
Prof. T. K. Chatterjee

Industry Overview
Enfield India Journey
In 1955, The Redditch Company Partnered with Madras
Motors to form Enfield India.
"Made like a gun, goes like a bullet"
1962, Home production Commence.
1970, Royal Enfield (UK)closed down completely
In 1994, Eicher Group bought into Enfield India.
In late 1995, the Enfield India firm acquired the rights to
the name Royal Enfield.
Royal Enfield Products
Royal Enfield Market Share
Segment 250-800 cc, Growing @95% YOY.
RE current market share - 97.7%.
In 2012-13, RE sold 120,649 units.
51% Growth in first 3 Quarter of 2013.
Sold 123,018 motorcycles.
New Plant at Chennai Full Capacity 300000
Units annually.
Competition (250-800cc)
KTM Launched 390cc Duke & 300cc Kawasaki Ninja

Dealership
Dealer: Paragon Traders and Sri Krishna Automobiles
Contact Person: Mr. Nikhil Shah
Contact No: +91 9226123668


Territory Allocation
Organizational Hierarchy
National Sales Head
Regional Managers-
North, West, South and East
Area Managers
Territory Managers
Dealers & Sales Persons
Selling skills and selling
Strategies
Earlier it was take it or leave it ,
after revitalization selling policy
changed to Problem Solving
related


Theories of selling

AIDAS
Right set of circumstances Theory
Scarcity in supply which generate
curiosity


Focus on communication , Physical
appearance and body language



Selling Process
Identifying the Buying styles
A) Initially the customer were innovators
B) Now the Laggards contributes the maximum customer base

Meet customer Decision maker involved Caution method


generating Curiosity
and finally selling it
Forecasting Method
Qualitative technique:
Sales force composite method

Quantitative technique:
Exponential Smoothing and regression
analysis methods
6 Points Rating Factors are used
for evaluation of Non-Executives
1. Sincerity and willing to work
2. Intelligence and Grasping power
3. Knowledge
4. Presentation & Clarity of expression
5. Dynamism, Association, Attendance & Initiative
6. Discipline
Based on the above factors an employees performance can fall into 3 levels:
Level1: Meeting the KRA
Level2: More than what was defined in the KRA
Level3: Extraordinary performance entitling to promotions, bonuses
and pay hikes.
(If an employee fails to reach Level1 then the rating is 0 and no hike is
given.)

Sales Force Compensation
Compensation ranges for various position in Royal Enfield are as broadly as
following:
Territory Manager 7-8 lacs per annum.
Area Manager 12-15 lacs per annum
Regional Manager - 20 -25 lacs per annum
All India Sales Head 30-40 lacs per annum
Structure
Variable salary is 10%
Basic salary is very less only 10%. Rest all is a flexi structure where in
employees can declare the balance salary under various heads to save tax.
Then there are incentive plans which are variable and linked to
performance.

Training and Development
Following are the various types of training that are available
to Royal Enfield employees:
Behavioural Training - for all level
Functional Training - for all level
Potential Related Training - for all level
Multi-Skill Training - workmen & Jr. staff
Training for Dealers - to deal with customers
Training Schools - Skill development
International Exposure - Sr. Level Executives to establish
TQM