MOVE ON

Presented by:
Nischal Singh Attri & Gaurav Kumar Gupta

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 Titans revenue

Tagline/ Slogan- Move on

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

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

Competitors
Wrist watch segment Swatch Casio Timex

Marketing Mix
Product
Watches Sunglasses Bags Youth accessories

Price
Watches-499 rs-2995 rs Bags700 rs-2000 rs Sunglasses-700 rs1500 rs Accessories-400 rs1000 rs

Place
Multi-brand outlet, Near colleges Retail stores (110 stores and presence in 500 retail outlet)

Promotion- 360 media campaign

Fastracks product wise contribution in terms of percentage in its Revenue (2011)

Accessories(bga s,belt,wallet etc), 40% Watches, 50%

Sunglasses, 10%
Source: The Strategist, Business Standard

SWOT analysis
STRENGTHS High youth connect Fast changing designs to keep up with latest trends Good Distribution Network Diverse Portfolio OPPORTUNITIES Fast growing youth segment presents growth opportunities Global penetration would help brand grow WEAKNESS Products have a short life due to changing trends Limited global reach despite 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

STP

Segment
Trendy and colorful lifestyle accessories

Target
Mid Premium Urban youth

Positioning
Youth brand for stylish youth owning watches and accessories

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

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

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

Brand Identity
Extended

core

Brand As Product 1. Youth Accessories_ 2. Stylish & Trendy 3. affordable 4. Trendy Stuff for fashionable youth 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. Indias first youth oriented watches & accessories brand

5. Youngsters & teenagers

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

Theme based designing

Army Range

Bikers Range

 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

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

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

 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

THANK YOU