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Fastk final
Fastk final
Fastk final
Fastk final
Fastk final
Fastk final
Fastk final
Fastk final
Fastk final
Fastk final
Fastk final
Fastk final
Fastk final
Fastk final
Fastk final
Fastk final
Fastk final
Fastk final
Fastk final
Fastk final
Fastk final
Fastk final
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Fastk final

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  • 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

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