A Go To Market Strategy created for a new store of Fastrack. The challenge was to introduce Fastrack helmets in the Nashik market. An understanding of the market, a strategy to enter the market has been created.

1. Team Name : Nemesis Redefined
College Name : SIBM Pune
Team Details : Vinit Gandhi
Atul Paul
Event Name : Vipanakriti
Task Assigned : Create a marketing mix for product – Helmets
from Fastrack and create proposals that woud result into
increase in sales at Nashik
Structure of the Presentation

2. Overview
• Understanding the demographics of the market using secondary
data available online on product positioning and branding mixLiterature Review
• Understanding consumer mindset and preferences specifically of
those who stay in Nasik.Primary Research
• Respondents from Cities like Pune and Mumbai where Nasik aspires
to reach in terms of aspirationsOnline Survey
• Personal interview of people on Fastrack Facebook page and Nasik
Facebook page to gain insights
Online interview of
existing Fastrack users
• Talking to dealers and insurance personnel on what tangential
offerings and approaches can be usedDealer Connect
• Checking on how, what, where needs to be done with respect to the
Nasik store to improve salesVisiting the store
• Delivering the Marketing Mix considerations and what strategies are to
be implemented in terms of 4 P’s of marketingProposals

3. Brand Fastrack
Demographic Segmentation –
Age 18-30
Income (Spending Capacity) – High
Lifecycle stage – Bachelors
Psychographic Segmentation –
Lifestyle –Majority of youth according to our research are receptive
to trendy offerings
Social Class – Predominantly middle class who are aspirational
Personality – Sense of belongingness to a group, aggression and
aspirational
Behavioral Segmentation –
Value for money seeking behavior
Loyal to groups associated to
Segmentation & Targeting Positioning

4. Marketing Mix Proposals
•Co Branding
opportunities
•Innovative solutions
•Guerrilla Marketing
•Price sensitive mentality
•Opportunity to provide
bundling
•Value vis-à-vis cost
•Alternative ways to make
products available
•Generating lead to
ensure customer visits
stores
•Customization (currently
not available)
•Bundling
•Complete style solutions
Product Place
PromotionPrice

5. Market
Research
Youth Crowd
from Nashik
(30 people
interviewed)
Dealers of two
wheelers from
Nashik
(Royal Enfield
Store Manager)
Store Manager
Fastrack
(Mr. Namdev)
Youth from
Mumbai and
Pune
(28 Respondents)
Online Perrsonal
Interview
fastrack
customers
(5 respondents)
EVP Nashik
chapter
(Credila Loans)
Survey Results –
1. Respondents – 28
2. Gender –
Male – 69%, Female – 31%
3. Owning a two wheeler –
78% (Yes), 22%(No)
4. Willing to buy a helmet customized to the vehicle
81%(Yes), 19% (No)
5. Does the brand of helmet matter while purchase
48%(Yes), 52%(No)
6. Reasons for not wearing a helmet
 Spoils hairstyle (70%)
 No need to wear one(30%)
 Sweat and Suffocation(59%)
 Not my style (22%)
 No law to force me (55%)
 Safety is overrated (11%)
7. Awareness about Fastrack helmets
Yes (40%), No (60%)
8. Affordable Price
 Rs. 1500-1999 – 67%
 Rs. 2000-2499 – 22%
 Rs. 2500-3500 – 11%
9. All offerings from Fastrack similarly customized
63%(Yes), 37%(No)
10. Product innovation expected –
 Helmets with music players
 Bundled with gloves, jackets and other accessories.

6. Touch points for Promotions (Place from P’s of marketing)
Game
Parlors
Bike
Dealers
Loan
Brokers
Parking
lots
Petrol
Pumps
Malls
Mechanics
Mechanics would be given perks on promotion of Fastrack Helmets
Malls in Nasik have huge footfalls.
City Centre alone has 37000 people visiting the mall per day
Petrol Pumps are a place of frequent visit and banners/discount
coupons/promotional activities need to be around these areas
Gaming zones (Innovation) youngsters come to gaming zones to play
bike games. Trials can be arranged to have future clientele.
Expensive bikes are generally associated with EMI Schemes. Tie up with
local dealers providing such loans and promote fastrack vouchers there.
Parking lot are another place where promotions done meet attention of the
customers

7. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Favorable
Post, +ve
Impact
Unfavorable
post, -ve
Impact
Recommend
Brand
Loyalty
Maybe
No
Yes
Impact of other users’ behaviour
Social Media Marketing – for Advocacy, Loyalty & More
Social Media
visits reasons
for Fastrack
Current
Trends
New Arrivals
Offers/
Discounts/
Promotions
Talk about
purchase
and put up
an opinion
Brand
association
and
interaction
Network
with
individuals
Result of personal interaction with users on Fastrack webpage
Current trends
– Posting on
Nasik residents
groups on what
is in trend and
what are
people upto
New Arrivals –
A dedicated
Fastrack Nasik
fb page and
email group for
users who
would want
updates
Discounts and
Offers – All
people who
check in @the
Nasik store, can
avail various
discounts
preferably 5%
on purchase
Opinions – Ask
users on
Fastrack Nasik
page on how
their
experience was
and hear to
complaints if
any
Brand
association,
Networking
need not be
localized.
#Nasikstyle
handle would
keep people
engaged

8. Promotions – Theme “Use Protection”

9. Guerrilla Marketing Strategy
• Pharmacy shops, College Canteens, Chai
stalls outside IT Companies, Food Stalls
around Signals and other places to put up
posters of print ads specific to Nasik
• Cost : Rs 20000.
• 40 centres given Rs 500 vouchers
• Benefits : Ads attract huge number of
eyeballs at such locations, and repetition
is guaranteed.
Facebook Marketing Strategy
• Facebook advertisements for
promotion. Advertisements on facebook
cost Rs 5 per like generated. (Event for
SIBM Pune)
• Target of 1000 Likes of Nasik customers
in Target group
• Cost : Rs. 5000
• Benefits : Appears on walls of 1000
Nashikites. Huge potential
Check in @Fastrack store
• For all the customers who check in the
store, award a special discount of 5% on
purchase.
• Cost : Minimal (Purchase driven)
• Benefits : Huge potential and highly
efficient channel. Posts are sure to reach
focused segments like people from
nashik, people of the same age group,
and current customers would be major
influencers.
Cause Based Marketing
• “Use protection” theme - displaying
statistics of deaths, penalties and injuries
to the Nashik Localites being put up at
various locations with the Fastrack logo
and helmets.
• Element of threat and fatality attracts
attention.
• Cost : Already covered
• Benefits : Long term brand equity
Co-Branding Strategy
• Tying up with local 2 wheeler dealers and
aftermarket dealers in and around Nashik
to implement revenue sharing model
• Cost : Minimal (Purchase Driven)
• Benefits: Long term tie-ups
• Benefits to the local dealer – Revenue
sharing, free branding (Offer sticking
dealer logo in small fonts)
Increasing the customer Lifetime value
• As derived, the database of purchases
and birthdays can be stored at the Nashik
store. We would advise messaging the
users, relevant information about
promotions, new arrivals and killer
benefits.
• If a loyalty program can be arranged
further benefits can be derived by
increasing the customer lifetime value.
Final Proposals

10. “A goal is a dream with a deadline” – Napoleon Hill
Thank You