3. Fastrack at a glance
Parent company - Titan Industries Limited (Tata Group)
Product category- Watches, Bags and Accessories(Wallets
& Belts)
Sector- Lifestyle and Retail
Contributes 25% sales revenue in Titan’s revenue
Tagline/ Slogan- Move on
USP- Youth Appeal
4. Origin
Fastrack was launched in the year 1998 as a sub-brand of
Titan
As an independent brand, its establishment was done in
2005
Carve a niche for itself in the youth accessories market
Entered the market saturated with International designer
labels –like Citizen, Swatch, Casio, etc
First Indian brand segmented for youth
5. Market Scenario
Size of the current watch market is 40-45 million piece
annually
Average growth size is 10-15%
Fastrack sells – 3 million watches annually
Fastrack 2011 revenue – Rs 500 crore
Source: www.businessstandard.com
7. Marketing Mix
Promotion- 360 media campaign
Place
Multi-brand outlet, Near colleges
Retail stores (110 stores and presence in 500
retail outlet)
Price
Watches-499 rs-2995
rs
Bags700 rs-2000 rs
Sunglasses-700 rs-
1500 rs
Accessories-400 rs-
1000 rs
Product
Watches Sunglasses Bags Youth accessories
8. Fastrack’s product wise contribution in
terms of percentage in its Revenue (2011)
Watches, 50%
Sunglasses, 10%
Accessories(bga
s,belt,wallet
etc), 40%
Source: The Strategist, Business Standard
9. SWOT analysis
STRENGTHS
•High youth connect
•Fast changing designs to
keep up with latest trends
•Good Distribution
Network
•Diverse Portfolio
WEAKNESS
•Products have a short life
due to changing trends
•Limited global reach
despite
OPPORTUNITIES
•Fast growing youth
segment presents
growth opportunities
•Global penetration
would help brand grow
THREATS
•Youth segment is price
sensitive
• Entry of foreign
players has led to tough
competition
• With lots of options
available, brand
switching is quite high
10. STP
Segment
• Trendy and colorful
lifestyle accessories
Target
• Mid Premium Urban
youth
Positioning
• Youth brand for
stylish youth owning
watches and
accessories
11. Positioning
Positioning -1998
1998-Fastrack was promoted with the slogan "Cool
Watches from Titan.”
Launched as Titan Fastrack
The design were trendy and basically targeting youngster
between the age 17- 35 year
The revenue in 2001-2002 was worth Rs 25crores
12. Positioning-2003-04
2003-04- targeting the executive segment as well as the
casual watch segment
The brand sales came down to Rs 23 crore
Company ‘s growth stagnated
13. Positioning 2005
‘Titan Fastrack’ became ‘Fastrack’
Repositioned the Fastrack as brand for youngster and
teens
It come up with slogan ‘move on’ and ‘how
many you have?’
Brand extension in Bags , sunglasses and belts.
The brand sales zoomed to Rs 35 crore*
*business Standard 2011
14. Brand Identity
Extended
core
Brand As Product
1. Youth Accessories_
2. Stylish & Trendy
3. affordable
4. Trendy Stuff for
fashionable youth
5. Youngsters & teenagers
6. India
Brand as
Organization
1.
trustworthiness
2. Local
Brand As
Person
1. Excitement
2. friendly
Brand As
Symbol
1. a stylish
leopard shaped
Logo
2. India’s first
youth oriented
watches &
accessories
brand
15. Performance Dimension
A smart combination of edgy design and value pricing
There are over 350 designs available for youth within range of
Rs 500 To 2995.
The part of watches are outsourced .
Products highly are durable which gives the warranty of one to
two year
Trendy, funky and stylish
The range starts from rupees 449 and ends at rupees 4000. *
*www.fastrack.com
16. Imaginary Dimensions
Users Profile-
targeting youngsters & teenagers,
Age:16-25
Gender: Male & female both
Psychographic: Cool, Carefree and joyful youth
Personality & values-Excitement
17. Judgment Dimensions
Quality: Justified cost and excellent after sales services
prove the commitment Technically Competent
Band Credibility:-Trustworthy
Brand superiority: Innovative and trendy youth
design, Indian Brand and affordable
19. Current Strategies of the company
What should be the next thing after “move on”??
Brand Extension-Planning to extend in motorcycle
Helmets and Footwear
Entered into unorganized segment e:g bags, wallets
and belts
Social Media Marketing
Theme based designing: army range in Watches and
summer and beach range in bags
21. The company recently increased its personal
accessories space with a countrywide launch of its
eyewear brand
There are over 350 designs available for youth within
range of Rs 500 To 2995
Titan Fastrack seeks to bring in a new dimension to
the Indian watch market
22. ADVERTISING STRATEGY
The whole advertising is covered by media such as
Hoarding, POP, Television Ads, Newspaper &
Magazines.
As the advertising campaign is carried on through
different manners the young generation is attracted
toward the brand.
The key role is being done by Television Advertisment.
There are several brand ambassadors for fastrack like
Genalia D’ Suza and Virat Kohli
23. Future Prospects
Fastrack will also soon seed a project to design and
launch bicycles
Popularity will increases
Competition will increase because online retail portal
Planning to open 98stores in tier 2 and 3 tire cities
Brand awareness will increase due its social media
campaign.
The next focus would be on Tier-II and III cities.
Fastrack will evolved itself as umbrella brand
24. the company will also enhance store space from the
current 500 sq ft to about 700 sq ft.
expanding the number of retail outlets to 130 this fiscal
and doubling that number during 2013-14
The company will also be investing heavily on
increasing its physical presence both in terms of retail
network and ads
