1. Introduction
to Media Planning
Assignment
GROUP 8
TARINI BANDHU | ROHIT ROHAN | NEHA KULKARNI |UMESH MENON
ADITI GARDE | DAKSH KALIA | SOUMYA PREM | SAMRAT SINGH
VARUN WANVARI | SIDHARTH UCHIL
PGP-19 | MICA

2. DESIGNING A COMMUNICATION STRATEGY
FASTRACK

3. Fastrack – as a brand

Parent brand – TITAN

Launched in 1998

Today it contributes about 25% to TITAN’s revenues

That is, about 500 crore rupees

In 2005-06 Fastrack became a separate SBU

Sunglasses, wallets, belts and bags in addition to watches

130% increase in revenue

4. Fastrack – how it connects

For TITAN, Fastrack’s ‘Move on’ strategy is a way of life

Smart combination of edgy design and value pricing

Firm grip on the youth market

Target group – population between 18 – 30

Cheeky, stylish and superfluous ads

5. Need Gap

With age becoming insignificant in a globalized western culture where people
are only known by first names, it has become important for people of all age
groups to have a light and fun side which is reflected by youthful clothes and
accessories.

The wardrobe for working class executives is dominated by formal wear and
accessories however the clothes they wear to unwind (shorts, tees) don’t usually
have associated accessories and formal watches just don’t go with casual wear.

Brand of choice for people who once belonged to the TG (18-25) but have now
grown older and feel that Fastrack is for younger people.

People who are older (40+) feel disconnected from the youth and their tastes in
fashion. Fastrack gives them a choice to stay in tune with the youth and their
culture.

6. Fastrack – the repositioning
FASTRACK..
..for young people ‘hearts’

7. Communication objective

Repositioning Fastrack as a brand of choice for
accessorizing not just the youth but a wider
horizon while keeping its brand image intact

8. Consumer Insights

Most urban 30-50 year olds are becoming brand and fashion conscious. They no
longer want to be perceived as someone older and like to maintain a youthful
and energetic lifestyle.

They are usually working professionals leading hectic lifestyles. They enjoy a
number of youth activities like movies, pubs, eating out, sports events, concerts
and many others.

They are moving away from formal wear like trousers to casual wear like Khakis
and denims. They are also eager to try younger brands like Nike.

They like to keep up with the technology, even though they may not be
proficient with it. They are buying the latest phones and laptops to fulfill this
need.

They spend more on grooming products, clothes and accessories than ever.

9. Consumer Pen Portrait

My name is Robin Chopra. I am 50 years old and from South Delhi.

I am a Senior Manager at a private bank.

Leading a fast paced life suits me well. Many times I have sneaked out of my cabin to
take random test drives just because I felt like it.

I enjoy playing sports and start my day with a cup of green tea and the sports section
of the newspaper. A brisk morning walk to the Golf course follows. Occasionally I visit
the nearby gym and also enjoy playing tennis.

After work I like to catch up with colleagues over drinks at a local pub or restaurant.

Jack Daniels happens to be a favorite although I prefer beer when I hang out with my
son while watching a football match at home. I love travelling and recently made a trip
to Udaipur with my family.

Even though I am not an expert when it comes to technology and gadgets I own a
smart-phone which I am getting used to with help from my son.

I like to wear smart and comfortable clothes mostly branded ones and drive a Swift
Desire.

In short I am young in spirit but have a mature outlook on life.

10. Brand Dynamics

To lose inhibitions and live young, wild and free
Cultural Dynamics

The mature audience is looking for ways to seem more youthful
without losing their identity.

Today the generation gap does not exist.

It takes a lifetime to live one’s youth.

11. Communication Idea

Central idea
Growing old is inevitable but growing up is optional!

Communication Idea
Wisdom is overrated

12. To lose
inhibitions
and live
young,
wild and
free
Brand
Dynamics
Cultural
Dynamics
Communication
Idea
The mature
audience is
looking for ways
to seem more
youthful without
losing their
identity
Wisdom is overrated

13. Communication Activation

Television advertisements
- During prime time slots
- HBO, Star movies, Star World, News Channels etc

Print Ads
- Economic Times/Business Standard/Outlook/India Today/Readers Digest

On ground activations
- Gyms, jogging parks

Corporate tie-ups
- Discounts during launch; like discounts proportional to age

Promotion
- For example, via pair-watches for couples

14. Because ..wisdom is overrated!