Most of these brands set-up rituals such as “a true bullet customer can identify it by the sound of its exhaust”; Fascination for vintage Enfields; Driving rallys in mountains (indie thumpers) etc. They set up communities to support like “Brotherhood of Bulleteers Motorcycling Consortium”, which counts 82 Bullet clubs with each club having its logos, badges and T-shirts. Apple has its community for developers and customers.
Case study on Royal Enfield: It offers self-expressive benefits to the customer as it symbolises power, individuality, “you look cool in the city”, “it confers status”. When Enfield entered India, it built its own ecosystem. And once one owns Bullet they build fostering relationships with local legendary mechanics. Mechanic Bullet Mani is famous in Kerala, In Mumbai, it is O.A. Anthony, Bangalore built its own road called Bullet Lane in Shivajinagar that has a row of mechanic shops. Then comes the customization (you can co-create the bike you need) with variants like the fastest 600cc bike, the bike with a shoe car etc. Added it has its own club culture with their own favourite hang-outs and rituals giving rise to more branches of the eco-system. Here is an article that talks about 10 reasons why Royal Enfield and you can find many more.
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About the Author:
Deepika Mallyk is currently doing her MBA from IIM Bangalore. At IIMB, her major interests lie in Marketing and Strategy. Prior to this, she graduated from IIT Kharagpur. She is a passionate dancer. Besides this, she loves oil painting and likes to take a shot at writing in her free time.
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