Presented by: Divya Deo (11/pmb/015) Puneet Singh (11/pmb/032)

1998 - 2000
Titan recognized a need in the market a reasonably priced watch for the early jobbers defining the audience as between 23-30 years old. Fastrack was launched as a Titan Fastrack Fastrack was promoted with the slogan "Cool Watches from Titan to compete with Timex after they parted way. Was Available at all the Titan stores. In First year, the brand clocked a turnover of Rs 15 crore.

2001 - 2004
Fastrack was the sub-brand of Titan The good run continued till 2001-2002 and was worth Rs 25 Crores. But the sales stagnated. Although the brand appealed to youngsters, the price was a significant dampener and college students could not afford this brand. During 2003-04, they went in for a repositioning exercise targeting the executive segment as well as the casual watch segment. In 2003, added eye-gear to its portfolio It was a suicidal experiment. The brand sales came down to Rs 23 crore. The change in positioning did not fit well with the brand.

2005 - Now
Another repositioning exercise The Fastrack - independent brand in 2005 The new and energetic logo Removed the upfront mention of Titan seen by youngsters as a serious brand Became separate strategic business unit Started with defining the look (stress on design) and the price (introduced lower priced watches) Separate distribution network for Fastrack independent exclusive stores opened

Contd..
In First year (2005-2006) ,resulted in a 130 per cent increase in revenues The brand now sells 3 million watches and 1 million sunglasses a year. Biggest Challenge- avoid the trap of defining audience as between 23-35 years old. Now : Target segment:- 18-25 yrs age group the core group is 18-20 yrs old. The communication followed the wake of rebranding asked How many you have? This promoted the idea that owning several watches is acceptable, if not a required behavior The John Abraham was signed up as a celebrity ambassador It made way for change campaign Move on

Brand Ambassadors

John Abraham

Contd
Next brand ambassadors were: Virat Kohli and Genelia Dsouza The campaign highlighted the range of bags Fastrack launched in 2010 The campaign in 2011, featured same duo in racy ads Changing brand ambassadors - keep it fresh. Total ad budget was Rs.40 crore half spend on fastrack and rest on sunglasses and new accessories Those campaigns could possibly get a few raised eyebrows from their parents Both How many you have? and Move on refer to their habits in accessories and their outlook attraction and desirability.

Brand Ambassadors

Genelia Dsouza Virat Kohli

Product design
Products
Watches Bags Wallets Belts Sunglasses Gift card Twisted Scarves

Stuck to its peg of design and variety. Themes have spanned bikes, army, beaches, outdoor sports , hip-hop music , big time, summer, ultra slim, mean machine, tattoo, XY, digital , neon etc..

Pricing design
Watches = ranges between Rs. 695 and Rs. 3,500, sunglasses =Rs. 695 - Rs.2,500, bags =Rs. 595 Rs.2,500 Belts = Rs. 195 Rs. 1,095. There has to be a sweet-spot of aspiration and affordability for the youth. Midlevel Pricing for Urban Audience in Tier I and II cities

Distribution Strategy
55 Exclusive Fastrack Stores/Kiosks in 22 towns
10 are company owned and rest franchisee

745 Service Centers in 345 Towns Also Available on other retails Shoppers Stop, Big Bazaar, Homeshop 18 (online) etc..

Promotion Strategy
Fastrack promoted itself through a 360-degree media blitz through television, outdoor, events and promotions to change the perception of watches as a functional tool to a fashion accessory. Print ads in Metros TVC Viral videos on Internet ( eg ; myEXBOX ) Consumer Promotion Discount coupon for purchase of other Fastrack products. Co Branding events with Colleges ( eg ; Sankalan 2011 of DU ) The Brand Ambassadors represent the brand image of Fastrack i.e Bold, Adventurous and Daring to Go - have a mass following and immediate connect with the Indian Youth. Various offers during festive season- eg. Diwali, valentines day etc.

Radio One 94.3 FM

Result
Fastrack has seen 10-fold growth since 2005 from selling 1.5 lakh watches to over a million, 50,000 sunglasses to over five lakh now; From being a Rs 29-crore brand to clocking a sales turnover of over Rs 250 crore, (data till 2011)

Why success?
What has also helped them is the fact that a majority of the Indian youth does not have a strong liking for international brands like they do in other countries. They would relate to an interesting brand that is real rather than hanker after a knockoff of an international brand. said Dheeraj Sinha , Chief Strategy Officer at Bates 141.

Distinguished from others

By virtue of being a stylish but affordable brand in sunglasses, it has filled a gap between the RayBans of the world at the upper end and the unbranded flea-market bargains at the lower end. With bags, belts and wallets, it has avoided leather goods for materials that help keep the costs low, weather rough use and also look good. Office consisted of young employees aged 25-26 yrs old having young team helps them feel the youths pulse.

Contd
The production of the accessories is outsourced while watches are a mix of in-house and third-party manufacturing. Fastrack also ensures the materials used dont add to the price of the products but lend themselves to innovative designs.

Challenge for Fastrack

To sustain its message of Move On. It has taken one aspect and stuck to it for so long. But how long before its target audience finds it repetitive?

Future Plans
Fastrack is working on a new line of attack. Next up are helmets , fashion footwear and mobile handsets. These could prove to be much more difficult to crack with helmets offering little in terms of precedents and fashion footwear a problem of plenty.

Thank You