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MOVE ON



Presented by:

Nischal Singh Attri&

Gaurav Kumar Gupta



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



Origin

Fastrack was launched in the year 1998 as a sub-brand of Titan

As an independent brand, its establishment was done in2005

Carve a niche for itself in the youth accessories market

Entered the market saturated with International designerlabels –like Citizen, Swatch, Casio, etc

First Indian brand segmented for youth



Market Scenario

Size of the current watch market is 40-45 million pieceannually

Average growth size is 10-15%

Fastrack sells – 3 million watches annually

Fastrack 2011 revenue – Rs 500 crore

Source: www.businessstandard.com



Competitors

Wrist watch segment

Swatch

Casio Timex



Marketing Mix

Promotion- 360 media campaign

Place

Multi-brand outlet, Near collegesRetail stores (110 stores and presence in 500

retail outlet)

Price

Watches-499 rs-2995rs Bags700 rs-2000 rs Sunglasses-700 rs-1500 rs Accessories-400 rs-1000 rs

Product

Watches Sunglasses Bags Youth accessories



Fastrack’s product wise contribution in

terms of percentage in its Revenue (2011)

Watches, 50%

Sunglasses, 10%

Accessories(bga

s,belt,walletetc), 40%

Source: The Strategist, Business Standard



SWOT analysis

STRENGTHS•High youth connect•Fast changing designs tokeep up with latest trends•

Good DistributionNetwork•Diverse Portfolio

WEAKNESS

•Products have a short lifedue to changing trends

•

Limited global reachdespite

OPPORTUNITIES•Fast growing youthsegment presentsgrowth opportunities

•Global penetration would help brand grow

THREATS• Youth segment is price

sensitive• Entry of foreignplayers has led to toughcompetition• With lots of optionsavailable, brand

switching is quite high



STP

Segment

• Trendy and colorfullifestyle accessories

Target

• Mid Premium Urban youth

Positioning

• Youth brand forstylish youth owning

watches andaccessories



PositioningPositioning -1998

1998-Fastrack was promoted with the slogan "CoolWatches 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



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



Positioning 2005

‘Titan Fastrack’ became ‘Fastrack’

Repositioned the Fastrack as brand for youngster andteens

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



Brand IdentityExtended

core

Brand As Product

1. Youth Accessories_

2. Stylish & Trendy

3. affordable

4. Trendy Stuff forfashionable youth

5. Youngsters & teenagers

6. India

Brand asOrganization

1.trustworthiness

2. Local

Brand AsPerson

1. Excitement

2. friendly

Brand AsSymbol

1. a stylishleopard shapedLogo

2. India’s first

youth orientedwatches & accessoriesbrand



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 andsummer and beach range in bags

Th b d d i i



Theme based designing

Army Range

Biker’s Range



The company recently increased its personalaccessories space with a countrywide launch of itseyewear brand

There are over 350 designs available for youth withinrange of Rs 500 To 2995

Titan Fastrack seeks to bring in a new dimension tothe Indian watch market



ADVERTISING STRATEGY

The whole advertising is covered by media such asHoarding, POP, Television Ads, Newspaper &Magazines.

As the advertising campaign is carried on throughdifferent manners the young generation is attractedtoward 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



Future Prospects

Fastrack will also soon seed a project to design andlaunch 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



the company will also enhance store space from thecurrent 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 retailnetwork and ads



THANK YOU

fastkfinal-130729123323-phpapp02

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