Fastrack is a youth-focused brand owned by Titan Industries that sells watches, sunglasses, bags, and other accessories. Research was conducted through 9 interviews with customers, retailers, and Fastrack employees. Key findings include Fastrack being seen as too flashy for older audiences and expensive compared to other options, but popular among younger customers. While brand awareness is high, unwillingness to purchase stems from perceptions of cost and formality. Fastrack aims to expand globally and into new product categories like footwear and helmets.

1. RESEARCH ON FASTRACK
MADHUBANTI DAS
GAURAV SHARMA

2. RESEARCH DETAILS
 No. of Interviews : 9
 INTERVIEWEES
 Department Manager – Pantaloons, Phoenix Mall
 Sales Man – Sunglass hut, Phoenix Mall
 Sales Girl – Fastrack store , Kalyani nagar
 Watch Repairer – Time Plus, Chandan Nagar
 CUSTOMER
 Kiran sabde
 Sayantam pahuja
 Anindita khemka
 Sandra awasthy
 Saurabh Sharma

3. MEMBER #1
MADHUBANTI DAS

4. RESEARCH DETAILS
 No. of interviews : 5
INTERVIEWEES
PUSHKAR TEWARY
Designation: salesman
Venue: sunglass hut, phoenix mall
SANDEEP SINGH
Designation: watch repairer
Venue: time plus shop, chandan nagar
KIRAN SABDE
Designation: engineering student
Venue: mg road, fashion street
ANINDITA KHEMKA
Designation: verve communications, bpo
Venue: phoenix mall, viman nagar
SANDRA AWASTHY
Designation: homemaker
Venue: mg road, fashion street

5. I
N
T
E
R
V
I
E
W
NAME PUSHKAR TEWARI
DESIGNATION Salesman, sunglass hut
VENUE Phoenix mall, Viman Nagar
STORE HOURS 9 am to 6 pm
BRANDS AT STORE No Fastrack sunglasses
CUSTOMER FLOW
Weekdays
Weekends
From 12noon to 12.30pm
From 9.30 am to 10 am
CUSTOMER AGE GROUP YOUNGSTERS TO MIDDLE
AGED (oldies occasionally)
CUSTOMER‟S MIND
FLUCTUATION
Not very often
PARAMETERS FOR MIND
FLUCTUATION
Product style
WHY NO FASTRACK
SUNGLASS @ SUNGLASS
HUT
Low sales; sub-standard
style

6. I
N
T
E
R
V
I
E
W
NAME SANDEEP SINGH
DESIGNATION WATCH REPAIRER
VENUE TIME PLUS, CHANDAN
NAGAR
STORE HOURS 10 am to 9 pm
BRANDS AT STORE LOCAL BRANDS
CUSTOMER FLOW From 11 am to 9 pm
BEST BRAND FOR REPAIR TITAN, SONATA
CUSTOMER AGE GROUP NO SUCH GROUP –
EVERYONE
EVER REPAIRED
FASTRACK
YES
MAIN PROBLEM WITH
FASTRACK
LOOSELY BUILT BELTS;
DIAL GET STUCK USUALLY
DOES THE PROBLEM GET
FIXED ON FIRST ATTEMPT
NO; DIALS GET STUCK
EVEN AFTER REPAIR

7. I
N
T
E
R
V
I
E
W
NAME ANINDITA KHEMKA
PROFESSION Verve communications, bpo
AGE GROUP Between 24 – 30 years
PREFERRED BRAND FOR
WATCHES
Titan
OPINION ABOUT FASTRACK Too flashy and not formal
ANY OTHER PRODUCT OF
FASTRACK YOU FAVOR
I LIKE ITS BAGS, BUT CAN
USE IT ONLY ON FRIDAYS
AND WHEN I HANGOUT WITH
friends(which is not very regular)
HOW DO YOU RATE
FASTRACK FOR ITS COST
Not very costly but only the
youngsters who love to flaunt will
buy it
WOULD YOU BUY FASTRACK
JEANS OR SHOES OR
JACKETS
I would love to try its shoes
HOW MANY TIMES HAVE YOU
BOUGHT FASTRACK
PRODUCTS
A bag for me and twice(watches)
for my friends as a gift

8. I
N
T
E
R
V
I
E
W
NAME SANDRA AWASTHY
PROFESSION Homemaker
AGE GROUP Between 30 - 35 years
PREFERRED BRAND FOR
WATCHES
OPINION ABOUT FASTRACK For youngsters except for
sunglasses
ANY OTHER PRODUCT OF
FASTRACK YOU FAVOR
Sunglasses and belts are cool
HOW DO YOU RATE
FASTRACK FOR ITS COST
Under the budget
WOULD YOU BUY FASTRACK
JEANS OR SHOES OR
JACKETS
Yes i would love to try its shoes
HOW MANY TIMES HAVE YOU
BOUGHT FASTRACK
PRODUCTS
I buy its belt on regular basis
WOULD YOU RECOMMEND IT
OTHERS
Yes; infact i have already
referred it to my sister-in-law

9. NAME KIRAN SABDE
PROFESSION ENGINEER
AGE GROUP BETWEEN 19 - 25 YEARS
PREFERRED BRAND FOR
WATCHES
FASTRACK
OPINION ABOUT FASTRACK GREAT BRAND, STYLISH AND
COOL
ANY OTHER PRODUCT OF
FASTRACK YOU FAVOR
SUNGLASSES AND BAGS
HOW DO YOU RATE
FASTRACK FOR ITS COST
UNDER THE BUDGET
WOULD YOU BUY FASTRACK
JEANS OR SHOES OR
JACKETS
OFCOURSE, I WOULD
DEFINITELY TRY
HOW MANY TIMES HAVE YOU
BOUGHT FASTRACK
PRODUCTS
LOTS OF TIMES; ESPECIALLY
SUNGLASSES AND WATCHES
WOULD YOU RECOMMEND IT
OTHERS
ALL MY FRIENDS‟ CIRCLE
USES IT
I
N
T
E
R
V
I
E
W

10. MEMBER # 2
GAURAV SHARMA

11. RESEARCH DETAILS
 NO. OF INTERVIEWEES : 4
RAKESH PATEKAR
Designation: department manager
Venue: pantaloons, phoenix mall
SAURABH SHARMA
Designation: engineer, bajaj finserv
Venue: wadgaon sheri
DIVYA KHEMKA
Designation: sales girl
Venue: fastrack store, kalyani nagar
SAYANTAM PAHUJA
Designation: college student
Venue: mg road, fashion street

12. NAME RAKESH PATEKAR
DESIGNATION DEPT. MANAGER,
PANTALOONS
VENUE PHOENIX MALL, VIMAN
NAGAR
STORE HOURS 11 am to 10 pm
BRANDS AT STORE ROLEX, FASTRACK, ZOOP,
TITAN, TOMMY HILFIGER,
RAYBAN, etc.
CUSTOMER FLOW 11 am to 9.30 pm
CUSTOMER AGE GROUP CHILDREN TO OLD AGED
PEOPLE
CUSTOMER‟S MIND
FLUCTUATION
NOT VERY OFTEN, BUT IT
DOES HAPPEN
PARAMETERS FOR MIND
FLUCTUATION
PRODUCT STYLE
VISITORS GETTING
CONVERTED TO CUSTOMERS
8/10 – OTHER BRANDS
WATCHES
6/10 – FASTRACK WATCHES
8/10 – FASTRACK
SUNGLASSES
I
N
T
E
R
V
I
E
W

13. I
N
T
E
R
V
I
E
W
NAME DIVYA KHEMKA
DESIGNATION SALES GIRL, FASTRACK STORE
VENUE KOREGAON PARK PLAZA, K.P.
STORE HOURS 10 am to 8.30 pm
BRANDS AT STORE FASTRACK WRIST WATCHES,
SUNGLASSES, BELTS, BAGS, WALLETS,
WRIST BANDS, ACCESSORIES
CUSTOMER FLOW 10.30 am to 8.15 pm
YOUR VIEWS ON FASTRACK JEANS AND
JACKETS
DEPENDS ON THE PRICE AND STYLE.
PEOPLE ARE ALREADY BRAND LOYALS.
WILL BE VERY DIFFICULT FOR
FASTRACK TO PENETRATE.
MOST SOUGHT AFTER FASTRACK
PRODUCT
SUNGLASSES & WRIST WATCHES
CUSTOMER AGE GROUP YOUNGSTERS TO MIDDLE AGED
PEOPLE
CUSTOMER‟S MIND FLUCTUATION HAPPENS IN VARIOUS PRODUCTS
PARAMETERS FOR MIND FLUCTUATION PRODUCT STYLE & PRICE
VISITORS GETTING CONVERTED TO
CUSTOMERS
8/10 – WATCHES
6/10 – BAGS
8/10 – SUNGLASSES
4/10 – ACCESSORIES

14. I
N
T
E
R
V
I
E
W
NAME SAYANTAM PAHUJA
PROFESSION Student, christ college
AGE GROUP Between 19 - 25 years
PREFERRED BRAND FOR
WATCHES
I buy watches from fashion street
OPINION ABOUT FASTRACK Good for people with disposable
money; i can get the same style-
watches with similar features at
fashion street in less than half its cost
ANY OTHER PRODUCT OF
FASTRACK YOU FAVOR
Sunglasses are good but again, I buy
sunglasses also from F C road
HOW DO YOU RATE FASTRACK
FOR ITS COST
Costly for me
WOULD YOU BUY FASTRACK
JEANS OR SHOES OR JACKETS
YES , IF IT COMES IN THE PRICE
RANGE BETWEEN rs.700-1500
HOW MANY TIMES HAVE YOU
BOUGHT FASTRACK PRODUCTS
Once; as a gift for my elder brother
WOULD YOU RECOMMEND IT TO
OTHERS
Its feasible to buy from fashion street
or F C road, so i would not suggest
them to buy branded watches or
sunglasses. Besides, Sonata has
better watches in the same range.

15. I
N
T
E
R
V
I
E
W
NAME SAURABH SHARMA
PROFESSION Engineer, Bajaj Finserv
AGE GROUP Between 25 - 30 years
PREFERRED BRAND FOR
WATCHES
Titan
OPINION ABOUT FASTRACK Too flashy but stylish
ANY OTHER PRODUCT OF
FASTRACK YOU FAVOR
Sunglasses are good; but i prefer ray
ban over fastrack
HOW DO YOU RATE FASTRACK
FOR ITS COST
Its not very costly but the products
are not at all formal which i need
mostly for office or formal parties.
WOULD YOU BUY FASTRACK
JEANS OR SHOES OR JACKETS
I would love to try it based on its
variety and price
HOW MANY TIMES HAVE YOU
BOUGHT FASTRACK PRODUCTS
Never; once i was given as a gift
WOULD YOU RECOMMEND IT TO
OTHERS
Yes; to my younger brother

16. PRIMARY RESEARCH
INFERENCE
 Fastrack has a high brand recall and
awareness yet unwilling to buy
 Few consider it too flashy
 Other‟s consider it high priced –
compared to Chinese watches available
at road side shops
 Youngsters are willing to buy it.
 Middle aged people (30-35) use it as
gifts.

17. UNDERSTANDING THE
PROBLEM
 THROUGH OUR PRIMARY
RESEARCH WE FOUND:
 Watches are not very much liked by the
people who are :
A. LOWER MIDDLE CLASS
B. ELITE SECTION
It is being used by the youth of Upper
Middle Class

18. UNDERSTANDING THE
PROBLEM
 THROUGH OUR SECONDARY
RESEARCH WE FOUND
 Currently Fastrack contributes 36 per cent
of Titan's watch division profits.
 Titan plans to add 200 Fastrack stores
during this fiscal.
 It expects to sell 4.6 million watches, over
1.1 million sunglasses and a million other
accessories this year.
Source: http://profit.ndtv.com/news/corporates/article-how-titan-plans-to-grow-with-fastrack-307455

19. FASTRACK – ABOUT
 PARENT COMPANY: TITAN INDUSTRIES LIMITED (Joint
Venture of TATA Group & Tamil Nadu Industrial Development
Corporation)
 PRODUCT CATEGORY: WATCHES, BAGS & ACCESSORIES
(WALLETS & BELTS)
 SECTOR: LIFESTYLE AND RETAIL
 CONTRIBUTES 25% SALES REVENUE IN TITAN‟S
REVENUE
 TAGLINE: MOVE ON
 USP: YOUTH APPEAL

20. FASTRACK OVERALL
BUSINESS
 Titan is the world‟s fifth largest wrist watch
manufacturer
 Size of the current watch market is 40-45
million pieces annually.
 Fastrack sells 3 million watches annually
 Fastrack‟s turnover was about Rs. 615
crore, 2011-12
Source: http://www.moneycontrol.com/news/business/titan-industries-sees-fy12-sales-top-rs-8200-
crore_554467.html
http://profit.ndtv.com/news/corporates/article-how-titan-plans-to-grow-with-fastrack-307455
http://www.businessstandard.com

21. FASTRACK OVERALL
BUSINESS
 The company reported net sales of Rs.
8,838 crore.
 Fastrack plans to launch helmets,
bicycles in the next two years.
 Currently Fastrack contributes 36 per
cent of Titan's watch division profits.
 Titan Industries expects its revenue in
the current fiscal (2011-12) will be over
Rs 8,200 crore, compared with net sales
of Rs 6,532.97 crore in 2010-11

22. FASTRACK - RESOURCES
 Human Resource
 Product Manufacturer
 Factory Outlet
 Raw Materials
 Distributor
 Retailer
 Major Chain (eg. Future Groups‟ Big Bazar)

23. OTHER BRANDS
WATCH SUNGLASS BAGS &
WALLETS
SHOES
SWATCH RAY BAN PUMA PUMA
CASIO ARMANI NIKE REEBOK
TIMEX ARMETTE SKYBAGS NIKE
DOLCE &
GABBANA
FEEL
GOOD
ADIDAS
DKNY VINCENT
CHASE
BATA
GUCCI BUTTERFL
Y
ALDO

24. FASTRACK - AMBITIONS
 Fastrack is thinking of going global as the segment is
borderless – Bhaskar Bhatt, MD, Titan
 Brand Extension – Planning to extend in motorcycle
Helmets and footwear.
 Planning to open 100 fastrack stores in tier 2 and tier 3
cities
 The company is planning to enhance store space from
current 500 sq. ft to about 700 sq. ft.
 The company will also be investing heavily on increasing
its physical presence both in terms of retail networks and
advertisements.

25. THEREFORE..
 Fastrack is in the growth stage now as it
is marking rapid climb in sales. Early
adapters like the product and the
additional customers start buying the
product. Company continuously coming
up with new features and variants
keeping the brand moving forward
satisfying the tastes and needs of
different customers.

26. CATEGORY - SHOES
 COMPETITIVE SET
 All stylish and trendy shoe(non-formal)
brand
 All sports shoe
 All the shoes that people wear while
hanging out

27. CURRENT SCENARIO

28. CURRENT SCENARIO
 Reebok is currently the market leader in India with
46 % of market share in the sportswear circuit.
 Adidas is currently ranked 2nd with 21% share
 They are followed by other brands with 16% market
share
 Nike and Puma comes at the bottom in branded
sportswear.
 The price of Nike shoes starts from Rs.900 whereas
those of Puma starts at Rs.2000 and that of Reebok
starts at Rs. 4000.
 The local brands of Shoe is also doing a good
business with most middle class segment of people
opting for Roadside shops to buy sports shoe.

29. WHAT‟S NEW
 Fastrack is planning to enter into a new
category – Shoes.
 It will take on Puma, Nike and Adidas.
 Fastrack Shoes will range between Rs.
700 – 3500.
 Fastrack plans to sell at least 10 million
pairs in the first year.

30. COMPETITORS
 MAJOR COMPETITORS
 ADIDAS
 PUMA
 NIKE

31. OBJECTIVES OF
COMPETITORS
ADIDAS
 Adidas' main objective is to become the best sports brand in the world.
 The company aims to set high standards for other similar companies.
 Adidas also aims to make innovative products modelled on the athlete's
needs.
Source: www.adidas-group.com
PUMA
 PUMA‟s goal is to be “The Most Desirable Sport lifestyle Company”.
 Puma tries to strengthen its position in all categories and regions as one
of the few multi-category brands.
 The long-term potential of the company is estimated to be € 4 billion in
sales.
Source: http://about.puma.com/category/company/strategy/corp-strat/

32. OBJECTIVES OF
COMPETITORS
NIKE
 Nikes main objective is to develop products that help
athletes of every level of ability reach their potential, to
create business opportunities that set Nike apart from the
competition and to provide value for its shareholders.
Source: www.nikeresponsibility.com

33. COMPETITOR‟S
STRATEGY
 TARGET MARKET
 ADIDAS
 Sports personalities involved in various sporting activities such as
soccer, rugby, swimming, athletics and basketball
 Young people: male and female,
between the ages of 10 to 30
 PUMA
 Age – 15 to 30 years
 when a person is sporty and active
 Both male & female
 NIKE
 Active people who enjoy high-quality sporting goods.
 Young kids that love foot wear and running and
improving the running in track in any sports

34. COMPETITOR‟S
STRATEGY
 POSITIONING
 PUMA
 Sport lifestyle brand that takes pleasure in skilfully
combining sports and lifestyle influences and which
strives to contribute to a better world.
 NIKE
 To bring inspiration and innovation to every athlete in
the world. This is supplemented by Nike's definition of
an athlete as anyone who has a body.
 ADIDAS
 Multi-sports specialist: leading sports brand in the world

35. BRAND
 BRANDING IDEA
CREATIVE BRIEF
ACCOUNT PLANNING
18/09/13
CREATIVE BRIEF
BRAND: FASTRACK
MADHUBANTI DAS & GAURAV SHARMA

36. BRAND – CAMPAIGNS TILL
NOW
 Fastrack has been using the following
means to promote itself:
 TVC
 PRINT ADVERTISEMENT
 OUT OF HOME ADVERTISEMENT
 WEBSITE PROMOTION
 SALES PROMOTION
 PUBLIC RELATIONS
 SOCIAL MEDIA PROMOTION
 ONLINE CAMPAIGN

37. TVC
 „Cool Watches from Titan‟ campaign
which made Fastrack to grab Attention
of the customer by using the name of its
Parent company which was already
established.(year 1998)
 After the growth became stagnant
Fastrack changed the message to „Move
On‟ and „How Many You Have?‟ (2003 –
current year).

38. TVC
•Most of the Fastrack TVC is based on youth content and youth
Ambassadors.
•Most of its ad campaigns were based on Sex content
Eg.
Yes Sir Ad (How many you have campaign)
Fastrack Sunglasses Ad starring John Abraham
Blame Fastrack campaign – Girl coming out of hostel, naughty hand
ad
Genelia D‟Souza and Virat Kohli fastrack bags ad – Move On
Live In, Mature is In, etc campaign

40. TVC

43. WEBSITE
AD

44. SALES
PROMOTION
FASTRACK always come up with sales promotion during festival seasons and special locations.
They provide 20-40 % discount on all ranges

45. PR 2.0 Campaign
 Fastrack was one of the few companies in India to
take the lead on embracing PR 2.0.
 Fastrack has come out with the Fastrack social
media news room for bloggers.
 They are using the newsroom to share information
and news on Fastrack.
 It also features social media press releases (Bikers
and Neon Disk), videos, media coverage, product
and company information, spokesperson profile,
RSS feeds, and more.
 For the consumers, Fastrack has launched two
Facebook groups called Life on Fastrack and Bikers
on the Fastrack.

46. MY EX BOX – ONLINE
CAMPAIGN
 Fastrack has launched MyExBox
 An Online campaign
 Users can post videos that communicate
 Encourages users to vent reasons why they had to
dump someone or something and „Move On‟
 The most viewed video of the week wins Merchandise
and gets a chance to be on TVC.

47. FASTRACK – HIDDEN
ASSETS
 Fastrack caters to the urban youth aged
between 16 and 25.
 This segment is huge
 It is ready to try different things.
 The design of ranges of Fastrack
products are very stylish and changes
frequently

48. FASTRACK – HIDDEN
ASSETS
 Its packaging is also very stylish, unique
and attractive to the youth.
 Therefore, it has the capacity to go
beyond this country as this segment is
borderless.
 Fastrack Shoes has the capability to
reach abroad.

49. CUSTOMER
 WHO
A teenager who aspires to achieve success by making his own
footprints and not by following others.
 STAGE IN LIFE
He/she is rebellious and wants to bring about a change in the
society in his own way, yet he/she respects the old traditional
values.
 A DAY IN LIFE
He wakes up early in the morning and goes for jogging before
leaving for his college. He returns home in the evening and
manages his assignments without ignoring his house chores.
He goes to gym in the evening and then catches up with his
friends and his girlfriend. He is always active among his friends
and is seen as the style icon by others.

50. CUSTOMER
 MEDIA TOUCHPOINTS
 While jogging
 While going to college
 While going to gym
 While hanging out with friends
 While dating
 While partying
 I am Fastrack Shoes. I am the catalyst that
pushes him to go that extra mile and achieve
success; and I also act as a stylish accessory that
separates him from others, thereby making him the
style icon among his friends.

51. TRIGGER
Need to wear stylish, sporty
and affordable shoes
SEARCH
Promotion through various
mass media.
Easier for its customer to
collect information.
CONSIDER
Various trendy, stylish and
affordable shoes
CHOOSE
Reputation
Fastrack shoes the best option
BUY
Sub decision – convenience,
availability, payment
EXPERIENCE
Comfortable and stylish
experience
Being the style icon among
friends

52.  Need to look stylish, cool and trendy.
 Youth has an upper hand
 Looking stylish and trendy gives me a
separate identity – style icon among
friends.
 I want to be the trend setter among my
friends.
“Everyone wants to have a separate identity –
Fastrack Shoes gives a way to be the style icon.”
KEY DISCOVERY: CONSUMER

53. THANK YOU