Fastrack is a sub-brand of Titan Industries focused on watches, bags, and accessories targeting youth. It was launched in 1998 and established as an independent brand in 2005. Fastrack has a 25% market share and competes against international brands. It sells 3 million watches annually and had revenue of Rs. 500 crore in 2011. Fastrack's product line includes watches, sunglasses, and bags. Watches contribute 50% of revenue. Fastrack is positioned as a trendy, affordable youth brand with over 350 watch designs priced between Rs. 500-2995. The brand aims to expand its retail network and enter new product categories like footwear and helmets to continue growing its market share among urban youth.

1. MOVE ON

2. Presented by:
Anamika Gupta

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

18. Feeling Dimension
Fun
Excitement

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

25. THANK YOU