Fastrack is an Indian youth fashion brand known for affordable yet fashionable watches and sunglasses. It was launched in 1998 and has since expanded into accessories like bags, belts, and wallets. Fastrack has over 158 exclusive stores across 79 cities in India and also sells online. It positions itself as a sporty, coed brand that delivers the latest trends to urban youth in quick cycles. Fastrack aims to be accessible yet not cheap, focusing on lifestyle over just fashion. The brand emphasizes constantly reinventing and pushing boundaries to keep its young audience engaged.

1. ABOUT FASTRACK
Fastrack was launched in 1998 and became an independent urban youth brand in 2005.
Since then, it has carved a niche for itself with watches and sunglasses that are both
fashionable and affordable. Fastrack extended its footprint into accessories in 2009 with a
range of bags, belts and wallets. Fastrack retails across the nation through 158 exclusive
Fastrack stores in over 79 cities as well as authorized multi-brand outlets and online
(www.fastrack.in). Today, the brand has successfully notched up the title of being the
most loved youth fashion brand in the country.
FASTRACK’S DNA
If Fastrack was to be described in a single word, ‘Irreverent’ would be it. Not the
insolent, sacrilegious or rude variety, but more the cheeky anti-authoritarian kind. This is
evident in the brand’s edgy, provocative and tongue-in-cheek advertising. A brand that
questions everything, pushes boundaries, constantly re-invents and never strays near the
beaten path. Fastrack has earned the tag of being ‘Effortlessly Cool’. For them it boils
down to not taking things too seriously, they flip the bird at having to be acceptable and
smile sardonically in the face of all the haters. Stemming from the need to keep their
audience engaged and at the edge of their seats, Fastrack has developed the innate ability
to switch tracks and constantly reinvent. The brand is ‘Unpredictable’, and always has a
trick up its sleeve. The ideal of being ‘Eternally Young’ is a concept that Fastrack
identifies with and lives by, every day. It is straddling that thin red line between
adolescent and adulthood and it is staying right there. Fastrack’s permanent subscription
to the fountain of youth is an integral base in its DNA strand as progression is infinite
when you are forever young.
FASTRACK’S POSITIONING
Fastrack is India’s foremost youth accessories brand. It is sporty and coed. It believes that
it is all about range and delivers just that in almost ungodly quick cycles. The brand stays
focused on its audience and delivers what they want before they even know they want it.

2. Fastrack is accessible and owns the playing field. It is not cheap, just affordable. It is not
just about fashion but rather, lifestyle. It does not make products that are meant to be
collectibles or those that will turn into heirlooms. It does not just make watches. It is not
the manufacturer of tween gear. Fastrack accessorizes the youth… it makes what is their
war paint and marks of individualism; it represents, articulates and stands for all they
have to say.
MOVE ON.
It’s Fastrack’s philosophy, its mantra, its battle cry. This simple phrase is the expression
of the way the brand thinks, operates, communicates and works. It’s a blueprint for all
that is Fastrack.
Product
Fastrack is known for colourful and trendy products that suit the urban youth of this
country. The brand has been involved in providing latest trends and innovative designs to
connect with its modern consumers. It has a diversified portfolio that includes-
• Watches includes digital, dual time, analog, chronograph and analog-digital
• Bags include sling bag, duffel-backpack, backpack, shoulder bag, duffel, gym bag
and messenger
• Sunglasses include classic, bug eye, designer, squares, sporty wrap, pilots,
butterfly, oval and trendy
• Belts for both women and men
• Helmets for men and women
• Wallets for both women and men
Fastrack offers an innovative option of gifting through its Gift cards. It is simply a gift of
choice as it is a gift voucher that is convenient and redeemable. It can be bought for a
minimum amount of one hundred rupees up to an amount of ten thousand rupees. It has
an expiry date of 180 days within which it should be redeemed with a purchase of one’s
choice.

3. Place
Titan launched Fastrack in order to meet the rising demands of a younger generation that
were interested in something funky and cool. The company was interested in targeting the
youth segment in an urban sector that went for style. Rapidly growing retail and e-
commerce market became an inspiration for the brand and it started opening its retail
outlets all over India. These are exclusive stores positioned to provide a complete
destination for all gear related to Fastrack brand under a single roof. The first outlet was
opened in the year 2009 in Pune and steadily its network spread to seventy-nine cities
that included one hundred and fifty-eight Fastrack stores.
The brand has an actual presence in nearly 6000 outlets because of its parent company
Titan and its distribution network includes 228 channels of Titan network and 122 format
chain-stores like Lifestyle, Shoppers Stop, Pantaloons, Westside and Central. The
company has even switched to online marketing and its products can be purchased
through portals like Amazon India, Snapdeal and Flipkart.
Before going to the distribution strategy of the fastrack It is very important that the
organization first clearly know their segmentations.
Segmentation on the basis of
• Geographic :- cities
• Demographic :- gender
• Psychographic :- social class, Personality
• Behavior :- occasions , loyalty
Targeting
The targets is young and young-at-heart and people who are fashion conscious but are
price sensitive. The target market for fastrack market are youth between the age of 18-35
ages including working adults and the post graduates students of both metros and mini

4. metros. They target the personality that of a young energetic , achievement oriented
person .they are very fashion oriented and always try the new things.
Fastrack is for people of today. This range is broadly aimed at young Indians looking for
watches which are stylish and fashionable .With the attention of making it more youthful
and relevant to the changing time.
A collection of watches will contemporary styles that are young and distinctive. Designs
that go from the relaxed and informal to the definitely sporty. The woman's collection
presents the all new international `Frosted' look, which is trendy and chic. The Fastrack
collection has elements like cool mesh straps and features that include EL back-light and
dual time. Also presenting a range of fashion digitals in contemporary wrist hugging
cases with oversized displays and features that include countdown timers, chronographs,
lap timers, hourly chime, alarm and Hi-light glow.
Strategies used to influence the target segment.
DIFFERENTIATION
Fast track watches are developed in such a way so as to enhance quality and features to
increase buyer value. This is a perfect example of differentiation through technological
leadership and product technological change. Fast track creates competitive advantage
through differentiation. The first concentration is on technological leadership.
STYLES
Fast Track was first in India to introduce the `style' concept for the young generation.
They projected the watch as a fashion accessory. Style is a very evident factor in Fast
track watches and is a part and parcel of the company. Fast Track watches are shapers
and not adapters. Over the years Fast Track had built a formidable distribution and
support network. Titan's customer orientation was reflected through their advertising
campaigns. By providing a lifestyle product(Fast Track), Titan not only got a premium
but also convinced consumers to buy multiple watches.

5. Distribution Strategy
PHYSICALFLOW
1. Manufacturers
• Manufacturingwatches
• Supply to Clearing & Forwarding Agents
2. CFAs
• Receivegoodsfromthemanufacturer
• Warehouse
• Supply stock to various outlets
• Fixed remuneration from fastrack
• Allothercoststobereimbursedby

6. 3. WOTs
• OnlineOrderingsystemon3basis
• Ready-to-deliver stock
• In-transit stock
• Wishlist stock
• Every cost to be met by the WOT owner
• After sales service costs (personnel, spares, space)
• Infrastructure
• Others
• Receivesafixed%marginonaggregatesales
• “NothingcomesforfreeatTITAN” -Sujit Saha (a proud WOT owner)
4. Distributors
• Link between CFA and Retailer, where CFAscannotsupply
• Companyappointed
5. Retailers
• LAST MILE
The goals of distribution channel fastrack
• Eliminate redundancies and inefficiencies in the system
• Develop relationship and alliances with key payers
• Provide value to the customer effectively and efficiently
• Achieve both cost advantages and customer satisfaction

7. Suggestions in Distribution decision :
Distribution of product takes place by the means of channels. Distribution channel is
probably one of the areas where fastback needs to pay a lot of attention and come up with
effective solutions. The 100 fastrack stores are not alone enough for reaching the target
consumers. And with the variety of product lines being offered be fastrack, they need
different distribution channels. Where there is not much when comes to the distribution
of fastrack watches due to the well established channels by TITAN and currently Titan
has 65 distribution handling well over 6000 dealers across the country. But for the other
product like sun glasses, bags, belts and wallets yet there is a huge amount of confusion.
Many of the unorganized stores do keep fastrack products but again consistency in stock
is not there because of the irregular supply and also does not seem very tempting to them
because of the low profit margin as they can earn more on selling non-branded
merchandise which comes in similar price range.
Fastrack must have plans for opening many stores across India but still they need to
invest in planning and establishing a much better distribution network for their products
other than watches that the brand will fail in maximizing its profit and achieving good
amount of market share.
fastrackshouldnotmoveawayfromoutrightsaletoconsignmentbasedsale to dealers
WHY: Outright sale forces the retailers to pushtheproductonconsumers
Fastrack should provide better incentives to dealers
WHY: fastrack is one of the market leader and must dictatestermstodealers.
Channel structure
1. Direct channel (manufacture-customer)

8. This will help the fastrack to get full control over the execution of marketing strategy and
performance benchmark for indirect channel.
Company sales force
• Here the company need to have a strong sale force that knows how to close the
deal quickly and move on the next one.
• The fastrack must ensure that the sale force is strong and there numbers are large
so the are able to accomplish a lot in a short amount of time.
• The fastrack sales force should be in full swing that they all do a great job with
their work and have a great amount of efforts.
Company website
Here the company can have virtual demo on their website. They can have unboxing of
their watches . the fastrack can show the specification of their products in virtual demo by
giving them live feel with the virtual demo.
Company owned retail outlets
Here the company may get more footfalls because the potential customers who want what
you offer are more likely to make a trip to you if they have not one but two potential
retailers available to resolve their purchasing requirement.
2. Indirect channel (rely on intermediaries)
• provide amount/variety assortments or customers.
• Fastrack can provide better services and other facilitating functions.
• Fastrack must communicate with end users

9. Contact efficiencies
• Cybermediaries
Alternate strategy
• Fastrack is not only restricted to traditional path. It must find more profitable way
to finished goods. With internet capabilities fastrack can sell online and ship
completed goods directly from their distribution centers
• This will eliminate the distribution steps and also will reduce add on costs. The
major thing is the fastrack must have to develop marketing transportation and
logistics and consumer services capabilities that aren’t core strength of them.
• Another strategy the fastrack can also develop exclusive agreements with
wholesalers or retailers, allowing them sole rights to market the goods to
consumers
• This strategy will be effective when a high volume or well branded retailer can
generate no revenue with exclusive rights then multiple resellers to generate with
open access.
• Fastrack must have plans for opening many stores across India but still they need
to invest in planning and establishing a much better distribution network for their
products other than watches that the brand will fail in maximizing its profit and
achieving good amount of market share.
Personal selling process
Here our brand sales person tries to sell the product after meeting face to face with
prospect.
Here the salesman will promote the product through their attitude, appearance and
specialist product knowledge. The aim is to inform and encourage the customer to buy, or
at least try the product.

10. Personal selling process consist of a series of steps .
• Evaluating
• Prospecting
• Pre approach
• Approach
• Presentation
• Objections
• Closing the deal
• Follow up
EVALUATING
Here fastrack sales person need to do his homework before going to sell the product.
homework in the terms of the particular product salesperson knows and is also familiar
with the pros and cons of the product and should also be aware of the quality of the
product which organization is associating, and he also should be familiar to whom he/she
is going to target.
The Salesperson should know the prospect is capable to purchase the product or have the
reason to purchase the product . here the fastrack target audience is youth ageing through
15 to 30 years.
PROSPECTING
Here, prospect is a person or an institution/organization who is likely to be benefited by
the product the salesman wants to sell and can afford to buy it.
Here the salesperson should collect the names and addresses or persons who are likely to
buy the firm’s products and services. Provide encompasses even the discovery of special
needs and multiplying the sales with existing client.

11. Here the salesperson must understand the needs of the prospects and explain the product
accordingly whichever suits him the person. While collecting the details, ‘suspects’ must
be separated from ‘prospects’ to avoid or reduce waste of time, treasure and talent. here
the fastrack target audience is youth ageing through 15 to 30 years. The fastrack can
target to college students , classes / coaching institutions.
PRE-APPROCH
Here the fastrack salesperson should get more detailed facts about a specific individual to
have effective sales appeals on the prospect. Before approaching prospects a salesperson
should make some calls (cold calls), and if at physical store ask for time to pitch them
about the product or else the salesperson should take an appointment from the prospect
before going to the prospects place or else fix an appointment at a place which is
convenient for both. In this process the salesperson must collect as much as information
as possible about the prospects
APPROCH
Here the fastrack salesperson after knowing the needs and expectation of the prospects he
must explain the product specification according. Here the fastrack salesperson should
make face to face interaction with the prospects to make them understand in better way.
The salesperson can use regional languages to connect more better with the prospects.
This will give a personal touch to the sales .This is very important stage of selling at this
stage the sale are either won or lost. The salesperson should create his first impression to
the prospects . The salesperson should be prepared so that it can get favourable attention
of prospects easily and smoothly.
PRESENTATION
Ones, the fastrack staff executive know that the customer is interested in the product the
salesperson needs to give the presentation about the product . keeping in mind that
presentation makes clear about features, quality, benefits and other things in which
customer might get interested.

12. The fastrack should look into the matter of person hiring for shop demonstration or
presentation . the fastrack showroom must have atlest two such kind of person. Effective
presentation has the capacity to convince the customer of his sales. It creates and holds
the interest of customers towards the products.
OBJECTIONS
Here the fastrack salesperson once knows the prospects has intrest in watches. The
salesman should clear all doubt and objection about the watches without entering into a
controversy and without losing temper . here the sales executive should clear all the
query and doubt ask by the prospect.
It is the creative task by the salesperson of bringing the customer to the sales track .
CLOSING THE DEAL
Here the salespersons close the deal properly so that the salesperson can get the actual
interest in sales proposals and to get an order. The salesperson should make his promise
towards the discount and sales services on the product given to the prospects. The
salespersons should have the positive attitude and self confidence to convert the prospect
into customer . the salesperson should take care that the he is not selling the product but
giving the solution to the need of the prospect .
If the sale person is unable to close the deal at that moment it is very important that the
sales executive set a follow up date or provide them with store’s contact information for a
follow up to close.
FOLLOW-UP
The salesperson should continuously interact with the customer to know weather the
customer is satisfied the product or weather the customer require any services or any
other customization.

13. After sales service , maintenance etc should be taken care off. Doing the follow up and
tracking the customer will result int a repeat sale. This is the personal touch which make
this sale after the sale. Because the follow up is how most customer evaluate the
performance of the product and services they just bought.