The study of FastTrack
It is an integral part of the personality of individuals in the
Earlier seen as a luxury item, they are now witnessing a
fundamental change in perception, and are now gaining
respect as an essential utility item.
INDIAN WATCH MARKET
Establishment of HMT as the leading player in the wrist
watch segment in the 1960’s, changed the scenario.
Private sector enterprises like Titan, Sonata, Ajanta and
Timex were also there.
INDIAN WATCH MARKET CONT…
In post liberalization India, the market stood to witness
intensive competition between foreign and Indian
The size of the watch market currently is estimated to be
around 40 to 45 million pieces annually.
A casual study of the watch market reveals that it is
segmented on basis of price, benefits and types of watches.
Accordingly, three segments can be identified here,
namely low priced, medium priced, and high priced
Many customers prefer mechanical and automatic watches,
while others prefer quartz watches.
Newer segments are also on rise such as ladies watches,
children’s watches and gent’s watches.
Titan Industries is the world’s sixth largest wrist watch
manufacturer and India’s leading producer of watches. It is
a subsidiary of the Tata Group
It exports watches to about 4 continent and 32 countries
and other countries esp. Middle east, Asia Pacific and
Africa around the world
manufacturing and assembly operations at Hosur,
Dehradun, Roorkee and Baddi in Himachal Pradesh and an
ECB plant in Goa.
Today Titan had the monopoly in
the Indian Watch Market.
Jewellery: Tanishq is India’s largest and fastest growing
jewellery brand with a premium range of gold jewellery
studded with diamonds or coloured gems
Eye wear: Titan Eye+ is currently on a pilot mode with 5
stores in 2 cities and has sunglasses under Fastrack brand
and prescription eyewear’s.
Precision Engineering: Precision Engineering Division,
started in 2002, has become one of the leading
manufacturers of Precision Parts for Automotive and
Watches: Titan watch division, started in 1987. It formed a
joint venture with Timex, which lasted until 1998.
Titan Industries product line in watch manufacturing division
includes watches for all purposes – economy,
mood and personality and obviously, for all ages.
Titan Industries classifies its range according to –
Occasion - Formal, Dress-wear, Fashion, Sports /
Casual, Luxury, Economy and Technology.
Brands are – Edge, FasTrack, Nebula, Raga, Steel,
Regalia, Bandhan, FLIP and Sonata .
Apart from these products it also offers exclusive range of
Jewelery under the brand name ' Tanishq ' and Sporty
Sunglasses under the brand name ' Fastrack '.
Titan watches : What is your style ?
Titan initially pioneered the concept of " Gifting
watches". The ads captured the essence of gifting and
along with the trendy music, easily caught the
imagination of the market.
Titan wanted to play the volume game,So it launched
another brand Sonata. Sonata was a huge success
because it was a cheap product but at the cost of the
mother brand Titan.But then sonata was seprated
from Titan.Now Sonata is endorsed by Tata not Titan.
After an extensive marketing campaign ,sub brands
like Edge, Steel, Dash, Nebula , Classique, Royale,
Fast Track , Raga was launched.
Titan pushed the concept of " Matching Watches to
Clothes" in the recent commercials
Titan also made its presence in the ladies watch
segment by a sub brand Raga
• Latest innovations
The Titan-WWF collection
It is inspired from six endangered
species of India to be put on the dials,
13 new designs are already in the
vast Titan portfolio.
In 1998, it was Fastrack, the cool, trendy, funky range
for the young and young-at-heart.
TITAN Industries launched its Fast Track range of
watches for women The watches retail from Rs 995 to
Rs 1,950 and are attractively priced.
Its strategy of identifying the segments, sizing the
market, and finding ways of penetrating it.
It means by which firms attempt to inform, persuade and remind
consumers directly or indirectly about their product and brands.
Titan for freshness in the brandLaunched FastTrack
Fasttrack was targeted at 20-25 year olds and
positioned along the line " Cool watches from Titan".
Then the company found out that the youth in the age
group of 11-20 years account for 42% of watch buying
So Titan relaunched the FastTrack brand of watched
aiming the target segment of 18-30 yrs old with the
baseline " How many you have?".
It elaborates on product and service attributes or
It elaborates on non-product related benefit or image.
They use attractive or popular source
to achive higher attention and recall.
Objective of consumer market
To find preference of Fastrack watch in Navi Mumbai
What extra features are wanted by consumers
To find position of fastrack in consideration list of
Recall of Brand Ambassador of Fastrack.
If you area already a customer, were you?
What Is your opinion about Fast track?
Its Cool and Trendy but its quite Expensive.
Attractive Look and Trendy style.
Fashionable and good Sports Watch.
Its not good for watches.
What Is your opinion about Fast track?
Complete the sentences
When I Choose a brand of watch the first name click on my mind is
Do you remember the brand ambassador of Fast Track?
Do You remember the symbol of Fast Track, draw it?
Do You remember the symbol of
Fast Track, draw it?