Updated on 23rd August

1. Brand Extension
Analysis: Fastrack
Sunglasses

2.  Parent Brand Overview
 Brand Overview
 Brand Extension
 4 Ps on Brand Extension
 Comparative Frame of Reference
 Brand Positioning
 Brand Ambassadors
 Brand Positioning through Campaigns
 Brand Resonance
 Brand Salience
 Brand Imagery
 Summary
 Exhibit

4.  1100 retail stores spanning
over 220 towns
 80% revenue from
Jewellery
 16% from watches
 4% from others
Jewellery

5. • Titan: mid-
premium segment
• Fastrack :
trendy fashion space
with a focus on the
youth
• Sonata:mass
market ( India’s
largest selling watch
brand)
• Xylys:
premium market,
aiming at the
connoisseur and new-
age achiever

6. https://www.youtube.
com/watch?v=GNsB
FwK1J_g
 Launched in 1998 as sub-
brand of Titan
 Spun-off as an independent
accessory brand in 2005
 Started as a watch brand
 Focus is on catching the
fancy of vibrant and energetic
youth

7. The tagline reflects
the youth’s choice of
rebelling and
breaking down all the
pluralistic socio-
cultural stereotypes.

8. Target audience:
-Young and young-at- heart
audience
-Fashion conscious but price
sensitive
-Age group: 15 to 26 years
-Mid-market young audience
-College going students
-Cool, trendy youths

10. 0
200
400
600
800
1000
1200
2011-12 2012-13 2013-14
Sales income(Titan) Profit(Titan)
Sales(Fastrack)
Market share of Fastrack
Sunglasses
Fastrack Sunglasses Others
Market size of
Sunglasses: 20 Million
units (800-1000 Cr)
Fastrack constitute 10%
of Titan’s revenue
5%
Fastrack Overview

11. 0
5000
10000
15000
20000
25000
2012 2013 2014
Sales Revenue (Cr.)
Sales Revenue (Cr.)
Category %
Shar
e
Spectacles 79%
Sunglasses 18%
Contact
Lenses
3%
Source:
http://www.portal.euromonitor.com/Me
diaLibrary//HighResImage//EYE2014-
LandscapeIndia-v1.1(final).png

12. • Started in May 2003 as a
brand extension of Fastrack
• Target audience: fashion
conscious, vibrant, urban,
energetic youth
https://www.youtube.com/
watch?v=azPBXzwHLrE

13. Product
Price
Place
Promotion

14. Product
Design
Quality
Range of
product
sub-
categories
Features

15. • Range of designs which
suits all face-cuts
• New advanced designs
• Designer sunglasses
• Comes in different forms
as follows-
Category
Type
Product types
Occasion Formal, Casual,
Party, Daily
Personality Cool, Classy, Trendy,
Sporty
Color-wise All shades
Gender Male, Female, Unisex
models
Season Summer, Autumn,
Normal

16.  UV Protection
 High quality
sunglasses
 Innovating the
designs
according to latest
trend/ demand in
the market

 International brands: too
expensive
 Other Indian brands: Lack
trendiness
 Fastrack : Stylish
sunglasses at affordable
price compared to its
competitors

17. Sub-category Features Personification
Aviators Elegance, classiness and
modish features, light in
weight, suits any face type
Pilot personality, Rock-star
look
Wayfarer Plastic frames Women who like to create
their own style statement
Polarized Eradicates glare from
water/snow
Sports lovers, driving
lovers, bikers
Rimless Light weight Sports lovers
Over-sized 1960’s style Retro look

19. •Affordable to Young Adult
age group
•Affordable to college going
students
•Initially Price Range: Rs. 500-
1500
•Later launched for mid-
market group: Rs. 500 - 3000
to fill the market gap

20. The appearance of the stores is
specially designed to look flashy
and eye-catching

21. • Young
celebrities
featured in
advertisements:
John Abraham,
Virat Kohli,
Genelia d’souza
Advertisements
https://ww
w.youtube
.com/watc
h?v=OKo
9Iac0OAk
https://www.yo
utube.com/wat
ch?v=DeuLa5
HFHkE
Non- celebrities ads
featuring
enthusiastic youths

22. Collective fastrack
products’ sales
promotion saved cost
for separate
advertisement
Sales
Media: Newspapers,
magazines, Google Ads
etc.

23. • As the target segment was
completely on social media
• Facebook groups: Life on Fastrack,
Bikers on Fastrack, Fastrack
Sunglass
• Advertisements/ Videos that tell a
story building emotional connect
with the target audience
Social Media
https://www.facebook.com/fastrack?fref=ts

24. POPs
• Good Quality
Sunglasses
• Follows latest fashion
• Protection from UV rays
PODs
• Specifically youth fashion
• Variety of sunglasses based
on occasion, season, theme
etc.
• Challenges social taboos
• Targets specifically mid-
market youth which in India
none of the other brands does

25. Expensive
Affordable
TrendyObsolete
Based on Survey
Conclusion:
Fastrack is recognized for it’s
“style at affordable price”

26. High
Low
High
Low
Value for
money
Quality
Based on
Survey
Conclusion:
Fastrack is recognized for it’s
“Quality at affordable price”

27. • Price range: Rs 2000
and above
• Known for style and
quality
• The lower priced
models are famous
among youths
Rayban
• Price range: Rs 4000
and above
• Positioned for style
and useful while
driving
• Not direct competitor
of Fastrack
C K
Jeans
• Price range: Rs 1000
to Rs 2000
• Known for style
• Direct competitor of
Fastrack
Van
Heusen
• Price range: Rs 500
to Rs 2000
• Useful while driving
and for eye protection
• Direct competitor of
Fastrack
Flying
Machine
• Price range: Rs 1000
to Rs 2000
• Best known for style,
driving and biking use
• Direct competitor of
Fastrack
Vogue
• Price range: Rs 1000
and above
• Positioned for sports
use and style
• Direct competitor of
Fastrack
Polaroid

28. Value
Proposition
Value &
Character
Essence
Positioning
“Move On”
India’s first youth oriented
accessories brand for
fashionable youth at
affordable price
Innovative, latest
design, variety,
affordable, trendy
Trustworthy,
Superiority
“How many do you
have”
https://www.youtube.com/watch?v=3WlGe8BYK4s
Positioning Statement: Affordable fashion accessory brand for the country’s
youth
Source: http://tata.com/pdf/tata_review_apr_13/prince_of_cool.pdf

29.  Brand ambassadors with huge youth fan following
 Brand ambassadors with bold, adventurous and sporty image
 Virat Kohli symbolic of ambitious and stylish youth
 Genelia D’Souza symbolic of “ always enthusiastic” and “fun loving” youth
John Abraham mainly recognized for his styel and attitude

30. Aim: To promote the Fastrack products by
running campaigns that challenge the
SOCIAL TABOOS and help the brand connect
with it’s target audience

31. https://www.
youtube.co
m/watch?v=
PgiVBpAM
Sgg
https://www.you
tube.com/watch
?v=YCpI2mX--
RA
Objective: To break the
stereotypes by
promoting Fastrack’s
cool products
Message: Don’t cry over
breakups and tragedies…
Just ‘Dump’ them…
“Move On”

33. It’s all about PARTY & FUN!!!

34.  The ad was a
powerful hit to the
recent issue of
permission to
HOMOSEXUALITY
 Created a huge
BUZZ in Social
Media, Youtube etc.
 Arouse a debate
among critics and
supporters
Fastrack
urges
youth to
come out
of the
closet

35. An example of strong
challenge to the
societal norms

36. Resonance
Salience
Judgment Feeling
Performance Imagery
Based on
Market Survey
100% of the respondents were willing
to buy the Fastrack product
60% found
Fastrack products
Cool/trendy
40% perceive
Fastrack products as
“Value for Money” and
affordable

37. Conclusion:
 Customers are willing to buy Fastrack
product
 Penetration of Fastrack Sunglasses is less
compared to it’s competitors
 Need to do more promotion of Fastrack
Sunglasses specifically to increase top of
the mind recall
Market Survey Observations:
 40% recalled Fastrack for Sunglasses
(60% Rayban)
100% were aware of Fastrack sunglasses
 30% owned Fastrack products
 50% owned Sunglasses
 20% owned Fastrack Sunglasses
Based on
Market Survey

38. Demog
raphic
s
• Youngsters
• Teenagers
• Urban
Psych
ograp
hics
• Cool
• Adventurous
• Fun-loving
• Carefree
Beha
vioral
• Friendly
• Sporty
Dimensions
Conclusion:
Fastrack Sunglasses has not reached Brand Resonance stage yet. The reasons being-
•Though people are aware of Fastrack Sunglasses, the brand recall for Fastrack Sunglasses is lower than
its competitors
•100% of the respondents were willing to buy Fastrack products, yet survey results showed only 50%
possessed Fastrack Sunglasses, which means that Fastrack needs to promote its product(sunglasses)
more

39. • Titan established in 1984
• Products: Jewellery, Watches, Eyewear, Accessories
• Sub-brands: Tanishq, Fastrack, Titan Eye+, Mia, Xylys, SKINN, Sonata, HELIOS
Parent Brand
• Launched in 1998 as sub-brand of Titan, spun-off in2005 as separate brand
• Target Segment: fashion conscious, vibrant, urban, energetic youth, young at heart audience
• Fastrack products: Bags, belts, perfumes, sunglasses, helmets, wallets, gift cards
Fastrack
• Started in May 2003
• Target Segment: fashion conscious, vibrant, urban, energetic youth, young at heart audience
Brand Extension/Category
Extension: Fastrack
Sunglasses
• Product: 1. Designer sunglasses, theme based sunglasses: Army look, Springers
2. Sunglasses categorized based on occasions, personality, color, season, gender
• Price: Range Rs. 500 – 3000 – price range affordable to college going youth
• Place: 150 Fastrack stores, available in other retail stores, online websites etc.
• Promotion: Advertisements, Sales promotion, Social Media, Print media
Fastrack
Sunglasses: 4Ps
analysis
• POP – POD
• Perceptual map: Price Vs. Fashion, Quality Vs. Value for money
• Fastrack competitors: Rayban, CK Jeans, Polaroid, Flying machine, Van Heusen, Vogue
Competitive Frame
of Reference
• Positioning Statement: Affordable fashion accessory brand for the country’s youth
• Brand positioning through campaigns such as “Move On”, “Come out of the closet”, “Make Hell
Cool”, “Mature is in” – challenging the social taboos, reflecting youth’s bold and broad mentality
Brand Positioning
• Fastrack has not reached the resonance state yet however, the market survey shows that
Fastrack customers buy fastrack product mainly based on its image rather than performance
• It has less brand recall in sunglasses category
• Penetration of Fastrack sunglasses is less compared to competitors
Brand
Resonance

41. • http://titan.co.in/
• http://fastrack.in/
• https://www.capitaline.com/SiteFrame.aspx?id=1
• http://www.portal.euromonitor.com/MediaLibrary//HighResImage//EYE2014-
LandscapeIndia-v1.1(final).png
• http://marketingpractice.blogspot.in/2008/04/fastrack-how-many-you-
have.html
• http://articles.economictimes.indiatimes.com/2015-04-
26/news/61542651_1_sunglasses-fastrack-eyewear
• http://www.slideshare.net/deepaksinghemba/fastrack-watches

42. Under the guidance of –
Prof. Sameer Mathur
Marketing Professor,
IIM Lucknow
Ph.D., Carnegie Mellon
University
http://www.buddingmar
kets.com/
Project Submitted by -
Neha Dhobale
Student, IIM Lucknow
pgp30254@iiml.ac.in