Presented by: Rohan Kapoor

Gurpreet Singh(21/015)Mridula

Aarushi MalhotraNeha Diwakar(21/020)

Fastrack

About Fastrack

SWOT&

STP

Competitor Analysis

&

Marketing Mix

PESTEL

SWOT & STP

SWOT Analysis

STRENGTH• Good Distribution Network – over 100 Fast track

stores across 50 towns with Titan Service Centres across India

• High youth connect – Positioning as a youth stylish brand

• Fast changing designs to keep up with latest trend• One of the most trusted brands in India• Excellent advertising and brand visibility connecting

with the youth• Has a diverse portfolio of watches, sunglasses, bags,

wallets etc

SWOT Analysis

WEAKNESSES• Products have a short life due to changing

trends – Adds to the cost of production• Limited global reach despite being a popular

brandOPPORTUNITIES

• Fast growing youth segment presents growth opportunities

• Global penetration would help brand grow and target youth worldwide

• Tie-up with fashion houses and special schemes for youth

SWOT Analysis

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

STP

SEGEMENTATION

• GEOGRAPHIC SEGEMENTATION- Cities

• DEMOGRAPHIC SEGEMENTATION- Gender (Males, Females)

• INCOME- Different Price category depending upon income

– Between Rs 500-1500

– Between Rs1500-3000

– Between Rs3000-5000

• AGE- 12-20, 18-30 yrs

STP

• PSYCHOGRAPHIC SEGEMENTATION

– SOCIAL CLASS- Fashion statement but price sensitive

– LIFESTYLE- Mass, Mid premium

– PERSONALITY – Economy category, sports and casual category

• BEHAVIOURAL SEGEMENTATION

– CASUAL WEAR

– DRESSWEAR

– FASHION

STP

Targeting• It has a niche audience

• Targets the young and young at heart and people who are fashion conscious but price sensitive

Positioning• Positioning statement for fastrack- “move on”

• Youth brand for stylish youth owning multiple watches

Competitor Analysis & Marketing Mix

Fastrack

Major Players in Market

General

Indian • HMT• Timex• Maxima

Foreign• Cartier• Omega• Piaget• Gucci• Casio• Citizen• Tag Heuer• Espirit

Competitors of Fastrack

• Timex

• Casio

• Swatch

Competitors

Timex• Largest selling brand in USA and

Canada

• Lowest cost watch manufacturer of the world

• Entered India in collaboration with Titan, broke away in 1998

• Has launched a new brand named Helixtargeting the demographic segment of 18-24 year old

Casio• Japan based company

• Products include calculators and musical instruments

• Market leader in calculators with 90% market share, strong presence in digital watch market

• Recent positioning focuses on low end watches

Competitors

Competitors

Swatch• Swiss brand launched in 1983

• High brand equity because of the Swiss heritage

• High tech, highly accurate and a high prestige value attached to the brand

• Official time-keepers for many high profile events including Olympics

• Recently started focusing on the upwardly mobile youth segment.

MARKETING MIX- 4 P’s

PRODUCTQUALITY :

Fastrack is sub brand of Titan and Titan is well known for its quality. Even though Fastrack is brand created targeting medium range and low range segment, high quality is provided to customers.

FEATURES :

Fastrack is well known for its features, it has come up with several variants and features which suits the choices and tastes of different consumers.

PRICING:

Fastrack follows odd pricing strategy and ends the price with 5 . So people perceive the price as low as people in India tend to read from left to right

• Fastrack follow parallel distribution network• It sells watches online through direct marketing• It sells through factory outlets like Fastrack store &

World of Titan.• It sells its products in major chains like bigbaazar,

city central etc.

PLACE

Fastrack’s supply chain in mostly concentrated on Tier-1 and Tier-2 cities as youth in urban cities look for style and branded products

PROMOTION

PESTEL

Fastrack

IMR - SINGAPORE

P E S T E L1. Political and legal Factors:

• Political stability

• Enterprise friendly company

• Government has setup various organizations

• SPRING Singapore (Standards, Productivity and Innovation Board)

• Competition Commission of Singapore

2. Economic Factors:

• Vibrant free market economy

• Corruption –free environment

• Educated and motivated workforce

• Government has invested heavily in diversifying the economy

P E S T E L3. Socio cultural Factors:

• Younger generation has started to adopt to western culture and values

• Materialism desire

• Current population: 4.8 million

4. Technological Factors:

• Comprehensive infrastructure setup

• Moving towards an electronic government era

• Innovation system. Spending in R&D

5. Environment Factors: Packaging material

?But wait…There’s More!

Collaborators : Parallel Distribution

Online

Factory Outlets

Major chains

Retail Outlets

Shopping Malls

Few collaborators idenfied in Singapore are:

-MGI Lusury singapore pte Ltd.-Swee Heng mfg. co pte Ltd.

IMR- SINGAPORE

Fast Watch Pricing in Singapore:

Range: Singapore dollar 25 – 80

Fastrack Watch Promotion and Distribution in Singapore:

Singapore Malls, Singapore Retailers, etc

For Promotion:

Advertisement Brand Ambassador- Daphne Khoo(Singer)Regional Language used in Advertisement

FASTRACK - SINGAPORE

Segmentation: Demographics: Male and Female

Age Group: 10-25 yrsIncome Group: $4000-8000/month

Targeting:Fastrack will target young and youth people who are fashion conscious

and want to adopt cool and trendy watches

Positioning:Positioning Statement: “Berjalan Terus” it means “Move on”

Fastrack STP - Singapore

What’s Your Message?Thank you