Fasttrack

3,730 views

Published on

Published in: Education, Lifestyle, Business
1 Comment
3 Likes
Statistics
Notes
No Downloads
Views
Total views
3,730
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
204
Comments
1
Likes
3
Embeds 0
No embeds

No notes for slide

Fasttrack

  1. 1. The study of FastTrack
  2. 2. The study of FastTrack Represented by: • • • • • • • Shivali Pratibha Bhakti Navdha Chaiteli Nirali Satyam
  3. 3. WRIST WATCHES • It is an integral part of the personality of individuals in the present era. • 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.
  4. 4. INDIAN WATCH MARKET CONT… • In post liberalization India, the market stood to witness intensive competition between foreign and Indian manufacturers. • 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 watches. • 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.
  5. 5. Titan Industries • 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.
  6. 6. Development • 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 Aerospace Industries. • Watches: Titan watch division, started in 1987. It formed a joint venture with Timex, which lasted until 1998.
  7. 7. Activities • 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 '.
  8. 8. 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. Products • 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.
  9. 9. Strategy • • 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.
  10. 10. FAST TRACK • 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.
  11. 11. Promotions • 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
  12. 12. Targeted Population • 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 in India. • So Titan relaunched the FastTrack brand of watched aiming the target segment of 18-30 yrs old with the baseline " How many you have?".
  13. 13. Creative strategy • Informational appeal: It elaborates on product and service attributes or benefits. • Transformational appeal: It elaborates on non-product related benefit or image. • Message source: They use attractive or popular source to achive higher attention and recall.
  14. 14. Objective of consumer market survey • 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 consumers • Recall of Brand Ambassador of Fastrack.
  15. 15. Which brand watch do you prefer?
  16. 16. Q.2 Which do you think more trendy?
  17. 17. Are you familier with Fastrack?
  18. 18. What feature you prefer when you buy a watch?
  19. 19. Q5. Rating scale for FastTrack: 1.Traditional ----- Modern. 2. Inexpensive-----Expensive 50 50 45 45 40 40 35 Modern 25% 30 25 35 30 50% 20 5 50% 20 75% 15 Tradtonal 10 25% 25 75% 15 Modern 10 5 Tradtonal 0 0 looks looks
  20. 20. CONT….  If you area already a customer, were you? SATISFIED NOT SATISFIED
  21. 21. CONT….  What Is your opinion about Fast track?  POSITIVE OPINION Its Cool and Trendy but its quite Expensive. Attractive Look and Trendy style. Fashionable and good Sports Watch.  NEGATIVE OPINION Its not good for watches. What Is your opinion about Fast track?
  22. 22. CONT….  Complete the sentences When I Choose a brand of watch the first name click on my mind is  FAST TRACK  SONATA  TIMEX  RADO Do you remember the brand ambassador of Fast Track?  JOHN ABRAHAM Do You remember the symbol of Fast Track, draw it?
  23. 23. CONCLUSION CONT…. Do You remember the symbol of Fast Track, draw it?
  24. 24. REFERENCES • http://www.webchutney.net/titan/titanstories.html • http://knol.google.com/k/anshulgupta/titans-brand-building-andbrand/x50slfw081wz/4# • www.titanworld.com • www.encyclopedia.com
  25. 25. Thank You

×