1. MOVE ON

2. Presented by:
Anamika Gupta

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

6. Competitors
Wrist watch segment
 Swatch
 Casio
 Timex

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

18. Feeling Dimension
Fun
Excitement

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

20. Theme based designing
Army Range
Biker’s Range

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

25. THANK YOU