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MOVE ON
Presented by:
Anamika 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
 USP- Youth Appeal
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
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
Competitors
Wrist watch segment
 Swatch
 Casio
 Timex
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
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
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
STP
Segment
• Trendy and colorful
lifestyle accessories
Target
• Mid Premium Urban
youth
Positioning
• Youth brand for
stylish youth owning
watches and
accessories
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
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 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
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
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
Imaginary Dimensions
Users Profile-
 targeting youngsters & teenagers,
 Age:16-25
 Gender: Male & female both
 Psychographic: Cool, Carefree and joyful youth
 Personality & values-Excitement
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
Feeling Dimension
Fun
Excitement
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
Theme based designing
Army Range
Biker’s Range
 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
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
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
 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
THANK YOU

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Fastk final

  • 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
  • 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