Fastrack is a sub-brand of Titan that targets young adults aged 18-30. It positions itself as a fashion accessory rather than just a timepiece. Fastrack has a wide range of watch collections for every occasion and price points from Rs. 500 to Rs. 3000. It promotes its products aggressively through various media and celebrity endorsements. While Fastrack is popular among youth for its style and value, it faces threats from foreign competitors and substitutes like mobile phones. To maintain growth, Fastrack will need to continue innovating its collections and customization options while expanding its reach through new marketing strategies.

2. ThE CooL, TreNdy, fUnKy RaNgE fOr
ThE YoUnG aNd YoUnG-at-HeArT.

3. INTRODUCTION
 Fastrack, a sub-brand of Titan was launched in 1998.
 Earlier Fastrack targeted at 12-25 year olds and
positioned along the line “ Cool watches from Titan”.
 Titan later relaunched the Fastrack brand in 2005 as
an individual brand aiming the target segment of 18-
30 year old with the baseline " How many you have?“
 Strategy aimed at promoting the multiple watch
owning concept.

4. THE S-T-P OF FASTRACK WATCHES

5. SEGMENTATION
GEOGRAPHIC CITIES
DEMOGRAPHIC GENDER
SEGMENTATION SOCIAL CLASS
PSCHOGRAPHIC
PERSONALITY
OCCASIONS
BEHAVIOURAL
LOYALITY

6. TARGETING
 It has a “niche audience”.
 Targets the young and young-at-heart and people who are
fashion conscious but are price sensitive.

7. POSITIONING
 Whenever we think of Fastrack, what comes to our mind
is “ MOVE ON", that is how it has positioned itself.
Existing [WATCH]
RE-TIE CONNECTION

Newly created
[WATCH AS A FASHION ACCESSORY]

8. 4 P’s OF MARKETING MIX

9. PRODUCT
 It has established itself as a fashion accessory rather than
as a device showing time without compromising on quality.
 Fastrack watches include various collections like XY
collection, Neon disc collections ,Army collection, Sports
collection, bikers collection, denim collection.
 Providing watches for every occasion.

12. PRICE
Starts Rs. 500 Till Rs. 3000

13. PLACE
 Fastrack has its presence through 6000
outlets across 800 towns including 228
strong World of Titan network, 122 Large
Format Chain stores i.e. Shoppers Stop,
Lifestyle, Central, Westside, Pantaloons
and Multi-brand watch outlets.

14. PROMOTION
 To promote the product it uses mass communication through
360 degree media blitz ie. Newspaper, T.V and magazines.
 Maintains image of the product by continuously maintaining
freshness in its communication.
 Most of its advertisements are dominated by youth. The famous
fastrack ads were : Yes sir ad , move on ad.
 The most interesting thing in all these Ads is the last statement
“HOW MANY YOU HAVE” which has a hidden strategy .

17. SWOT ANALYSIS

18. STRENGTHS WEAKNESSES
 Popular among youth.  Not associated to maturity.
 Provides value for  Lack of product innovation
money. in existing collection.
 Trusted for quality.
 Providing unique
special collection.

19. OPPORTUNITES THREATS
 Huge market and demand is  Many foreign players
unlikely to change. entering in the race.
 The young independent  Too many players will dilute
individuals are trendsetters. the market & the profit
margin.
 People are using it as a
fashion accessory which  Mobile phones acting as
means more demand for the substitutes of the watches.
product.
 Increasing the price of the
 Youth of India are far more raw material like steel may
brand conscious than increase the price of the
their predecessors. product.

20. QUESTIONAIRE
1) Which watch brand are you currently using?
2) What features do to consider while purchasing a watch?
3) What/who influenced you to make your purchase?
4) Which type of wrist watch do you like to wear?
5) Does publicity of watches affect your buying decision?
6) Do you prefer cell phone over your watch for referring
time?
7) You prefer your watch as accessory or necessity or both?
8) Would you like to have a customized/personalised watch
[belt of the watch,its dial,colour]?
9) What are the problems you face while purchasing a watch?
10) Does warranty of the watch have any influence on your
purchase?

21. PRODUCT LIFE CYCLE OF FASTRACK
WATCHES
1.introduction 2.growing maturity 3.stable maturity 4.declining
maturity 5.decline
2 3 4
SALES
5
1 TIME

22. CONSUMER BEHAVIOUR
OBJECT OBJECTIVE ORGANISATION
Watch 1) Time showing device 1) Friends
2) Reveals personality of a
2) Colleagues
person
3) Accessory/ ornament 3) Parents
4) Alarm system 4) Siblings
5) Attire (matching with 5) Shop-keeper
clothes)
6) Current trend
7) Value for money

23. OPERATIONS OCCASIONS OUTLETS
1) Bought in bulk by 1) Everyday 1) Authorized
retailers. chain of Retail
2) Throught out the 2) Gifting outlets with
year. company
3) Meetings service centre
4) Party 2) E-commerce
5) Awards

24. FUTURE STRATEGIES
 Fastrack needs to continue its focus on innovation in all its
collections.
 It needs to keep coming up with creative as well as matured ads
and promote it at college festivals with the help of youth icons .
 Since Fastrack deals with bulk it has not entered into individual
marketing. They should encourage customization of watches in
small scale with small local retailers/gift shops like archies.
 Provide exciting offers throughout the year.
 Target rural market.
 Since Fastrack is associated with youth[Generation next], it should
encourage education by sponsoring students and also encourage
employment by asking them to work for the company.

25. HaVe YoUr WaTcH ThE wAy
YoU wAnT iT tO bE

29. THANK YOU