UDIT S HEMBRAM

fASTRACK

4 P’s of Marketing Mix Promotion

Promotion

PlacePlace

PricePriceProductProduct

.Quality• The product is positioned as high quality despite of being price competitive,

so that younger customers can afford the product

.Features• It has an extensive variety of features available: Digital, Analog, Dual Time,

Chronograph, Multi-function, Date, Offset Second Hand etc

.Variety• Fastrack is designed for youth, hence has to be trendy and stylish• Thus, it has several variants- Sport• Army• Adventure• Bikers• Color play•

Hiphop• Neon• Neon – disc• xy.Packaging

• The company provides innovative packaging for its products, which appeal to youth

Service• Fastrack provides 1 year warranty on all its watches• It has an extensive network of 740+ after sales service centres across India

4 P’s of Marketing Mix Promotion

Promotion

PlacePlace

ProductProduct

.Range• Fastrack watches start at a price of INR 750, with the most expensive model available

at INR 5,000

.Pricing Strategy• The low price of watches keeps in mind the company’s target segment of youth, who

often do not earn

.Offers• The company offers seasonal discounts and exchange offers on old watches

.Buying Queue• Most of the Fastrack watches end with a 95 or 45. e.g. instead of pricing a watch for

4,000 the company prices it at 3,995

PricePrice

4 P’s of Marketing Mix Promotion

Promotion

ProductProduct

.

Presence and Distribution

Network

• Fastrack has 150+ exclusive stores and over 6,000 outlets across India

• It also has a sales network of over 740 in total

• Majority of stores and outlets are located within tier 1 and tier 2 cities

• It also has a presence across large format sales stores such as Shoppers

Stop Lifestyle, Central, Westside, Pantaloons etc

• Company sells watches on both physical retail outlets and online

PricePrice

PlacePlace

4 P’s of Marketing MixProductProduct

.Promotion Medium

• The company promotes its products through all major mediums of mass communication, including newspaper, T.V and magazines.

• The company maintains image of the product by continuously maintaining freshness in its communication.

Targeting of Commercials

• The theme of all advertisements is youthful and rebellious

• All advertisements have catchy taglines such as “move on” and “how many you

have”Brand Ambassadors

• Fastrack has a history of signing youth icons such as John Abraham, Virat Kohli and

Genelia D’Souza

• The company chooses popular celebrities which have a high reach among young

population

PricePrice

PlacePlacePromotio

nPromotio

n

TARGETING- FASTRACK

Launched as a sub-brand of Titan in 1998, Fastrack targeted young (20-25 years old) with its youthful designs and conservative prices

2004 -05 – brand rethink:

more than half the country’s population below the age of 30

youth in the age group of 11-20 years account for 42% of watch buying in India

enormous opportunity in the youth segment

Fastrack was re-launched as a brand targeting the 15 to 25 age

urban college-going youngsters now became the prime target

TARGETING

Youth by Age

Between 15 and 25 years

Youth by attitude

Bold, Adventurou

s & fashionable

By occasion

Party

Casuals

Sports

By Price

Low price

Medium Price

High Price

By gender

Men

Women

Unisex

POSITIONING

Why wear your attitude on your sleeve, when

you can wear it on your wrist?

Our delectable dials for guys and girls, will

help you lose track of time, in style!

Cool Watches from Titan… Came with a frosted steel look targeted at customers in the age bracket of 22-30 years

Digital Collection – ‘Too Sexy For Your Wrist’ Included big, bold and techno-kind of watches for those between 15 years and in their early 20s

Fashion Collection-’Are You On It?’ wooing more female customers

‘How Many You Have’ To communicate that Fastrack was the ultimate fashion accessory for youth

‘Move On’ Takes the brand from the concept of moving beyond relationships to seduction and attraction

PERCEPTUAL DIAGRAM (BRANDS)

High Price

Sober/ Formal

Trendy/ Fashion

Low Price

Fastrack

Sonata

Titan

Raga

Nebula

COMPETITORS - POP & POD

POINTS OF PARITY

Similar features –

multifunctional

Chronograph

Straps/ chains

POINTS OF DIFFERENCE

Fastrack and Timex is medium priced, while Casio and Swatch are high priced

Water resistance – lowest for Fastrack (50m), while for other three brands is 100m

THANK YOU