ThE CooL, TreNdy, fUnKy RaNgE fOr ThE YoUnG aNd YoUnG-at-HeArT.

INTRODUCTION

Fastrack, a sub-brand of Titan was launched in 1998.

Earlier Fastrack targeted at 12-25 year olds and positioned along the line “ Cool watches from Titan”.

Titan later relaunched the Fastrack brand in 2005 as an individual brand aiming the target segment of 18-30 year old with the baseline " How many you have?“

Strategy aimed at promoting the multiple watch owning concept.

THE S-T-P OF FASTRACK WATCHES

SEGMENTATION

SEGMENTATION

GEOGRAPHIC CITIES

DEMOGRAPHIC GENDER

PSCHOGRAPHIC

SOCIAL CLASS

PERSONALITY

BEHAVIOURAL

OCCASIONS

LOYALITY

TARGETING

It has a “niche audience”.

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

POSITIONING

Whenever we think of Fastrack, what comes to our mind is “ MOVE ON", that is how it has positioned itself.

RE-TIENewly created

[WATCH AS A FASHION ACCESSORY]

Existing [WATCH]CONNECTION

4 P’s OF MARKETING MIX

PRODUCT

It has established itself as a fashion accessory rather than as a device showing time without compromising on quality. Fastrack watches include various collections like XY collection, Neon disc collections ,Army collection, Sports collection, bikers collection, denim collection.

Providing watches for every occasion.

PRICE

Starts Rs. 500 Till Rs. 3000

PLACE

Fastrack has its presence through 6000 outlets across 800 towns including 228 strong World of Titan network, 122 Large Format Chain stores i.e. Shoppers Stop, Lifestyle, Central, Westside, Pantaloons and Multi-brand watch outlets.

PROMOTION

To promote the product it uses mass communication through 360 degree media blitz ie. Newspaper, T.V and magazines.

Maintains image of the product by continuously maintaining freshness in its communication.

Most of its advertisements are dominated by youth. The famous fastrack ads were : Yes sir ad , move on ad.

The most interesting thing in all these Ads is the last statement “HOW MANY YOU HAVE” which has a hidden strategy .

SWOT ANALYSIS

STRENGTHS

Popular among youth.

Provides value for money.

Trusted for quality.

Providing unique special collection.

WEAKNESSES

Not associated to maturity.

Lack of product innovation in existing collection.

OPPORTUNITES

Huge market and demand is unlikely to change.

The young independent individuals are trendsetters.

People are using it as a fashion accessory which means more demand for the product.

Youth of India are far more brand conscious thantheir predecessors.

THREATS

Many foreign players entering in the race.

Too many players will dilute the market & the profit margin.

Mobile phones acting as substitutes of the watches.

Increasing the price of the raw material like steel may increase the price of the product.

QUESTIONAIRE1) Which watch brand are you currently using? 2) What features do to consider while purchasing a watch? 3) What/who influenced you to make your purchase?4) Which type of wrist watch do you like to wear?5) Does publicity of watches affect your buying decision?6) Do you prefer cell phone over your watch for referring

time?7) You prefer your watch as accessory or necessity or both? 8) Would you like to have a customized/personalised watch

[belt of the watch,its dial,colour]?9) What are the problems you face while purchasing a watch?10) Does warranty of the watch have any influence on your

purchase?

PRODUCT LIFE CYCLE OF FASTRACK WATCHES

SALE

S

TIME1

2 3 4 5

1.introduction 2.growing maturity 3.stable maturity 4.declining maturity 5.decline

CONSUMER BEHAVIOUROBJECT Watch

OBJECTIVE 1) Time showing device

2) Reveals personality of a person

3) Accessory/ ornament

4) Alarm system

5) Attire (matching with clothes)

6) Current trend

7) Value for money

ORGANISATION 1) Friends

2) Colleagues

3) Parents

4) Siblings

5) Shop-keeper

OPERATIONS1) Bought in bulk by

retailers.2) Throught out the

year.

OCCASIONS1) Everyday

2) Gifting

3) Meetings

4) Party

5) Awards

OUTLETS1) Authorized

chain of Retail outlets with company service centre

2) E-commerce

FUTURE STRATEGIES Fastrack needs to continue its focus on innovation in all its

collections. It needs to keep coming up with creative as well as matured ads

and promote it at college festivals with the help of youth icons . Since Fastrack deals with bulk it has not entered into individual

marketing. They should encourage customization of watches in small scale with small local retailers/gift shops like archies.

Provide exciting offers throughout the year. Target rural market. Since Fastrack is associated with youth[Generation next], it should

encourage education by sponsoring students and also encourage employment by asking them to work for the company.

HaVe YoUr WaTcH ThE wAy YoU wAnT iT tO bE

THANK YOU