oAbout us oObjective of presentationoIndustry AnalysisoOur perspective clientoAbout fastrackoCompetitorsoConsumer behaviour ( Research and Survey )oMarketing ProblemoCommunication ObjectiveoMedia PlanoTimelineoRecommendationsoGratitude

KIBS came into being in 1999 by Four Young Entrepreneurs.

Range of integrated services include comprehensive consultancy across brand consulting, advertising and public relations.

We believe experience is the key factor that enables us to harness the Power of Insight.

Headquartered in New Delhi – KIBS is present in 8 Major Cities of India.

Delhi Mumbai Pune Coimbatore Bangalore Chennai Kolkata Hyderabad

Wrist Watch Market Size : Rs. 1500 Crore.

Average Price of watch sold in India : Rs. 1000

Quantity of watches sold yearly in India : 50 million units

The replacement rate of watch is 33.8 % (India market demographics report )

Male watch buyers far outnumber females and account for around 65% of sales.

Students are the largest segment of buyers accounting for approximately 30% of the sales.

In 1998 Titan recognized a need in the market – a reasonably priced watch for the youth between the age group of 15 – 25 years.

Fastrack was launched as a sub-brand of Titan, with a range of digital watches starting from Rs. 795.

It carved a niche for itself in the youth accessories market, with designs that are refreshingly different, casual, eclectic and fun, clubbed with prices that do not burn a hole through the pocket.

Fastrack was promoted with the slogan "Cool Watches from Titan” to compete with Timex after they parted way.

First year, the brand clocked a turnover of Rs 15 crore.

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, the brand went in for a repositioning exercise targeting the executive segment as well as the casual watch segment.

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.

The steely look of the watches emphasized that it was sturdy and long-lasting.

In 2005, the brand went for another repositioning exercise with a new logo and a new positioning.

They adopted the break-away positioning and decided to target the youngsters, the Generation Next.

The brand transformed to a mix of plastic and steel. By doing so, Fastrack was able to reduce the starting price to Rs 500 and was available in a price range of Rs. 500 – Rs. 2000.

Fastrack captured the essence of today’s fun loving, free spirited youth through the new positioning in a tongue in cheek colloquial phrase - “How many you have.”

Fastrack then 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.

Titan earmarked Rs 8 crore for Fastrack's advertising. The campaigns were aimed at students in the 15 to 25 year age group, belonging to SEC A and B, in the top 30 towns.

The communication promoted the idea that owning several watches is acceptable, if not a required behavior.

The campaign, the positioning and the price was a great hit. The brand sales zoomed to Rs 35 crore.

wants to be the ultimate fashion accessory for the youth has adopted the following core brand values:

• Fashionable and trendy•Affordable Pricing•Fresh Communication to attract the young consumers

Fastrack has been maintaining this image by continuously maintaining freshness in its communication.

In order to satisfy the want created in the market, 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.

10,000Dealers

ALL INDIA2300

Towns

204Showrooms

World Of Titan109

Towns

129Multi-brand-stores Time Zones

90Towns

679Centers Service Centers

330Towns

One can notice this brand in the wrist of most of the students.

The brand had successfully established itself as a fashion accessory rather than as a watch without compromising on quality.

The adaptation of the 360 degree approach in its communication and the use of social media have helped it become the ultimate fashion accessory of the youth.

Taking a cue from the fact that most of the TG for Fastrack owned a bike, Fastrack launched a biker's collection which again is a classic example of consumer-centric product innovation.

The latest innovation is the neon - disc range of Fastrack watches that does not have Hands to show the time but have electroluminescent disc that lits up to show the time.

Young & EnergeticQuirkyOpen to experimentWant recognitionRebelliousTrendy and fashionableBrand conscious

•Public displays also play an important role in promotion. The colorful and lively bill boards play an important role in promotion.

•They have recently started viral videos on internet through social media platforms. eg ; myEXBOX channel.

COLLECTION PRICE RANGE TARGETSport 2000-4000 Men onlyArmy 2000-3500 Both men and womenAdventure 1000-2000 Both men and womenBasics 500-1500 Both men and womenGrunge 1000-2500 Both men and womenAluminium 500-1000 girls onlyColour Play 1000-2000 girls only

Digital Fashion 500-2000 Both men and womenEssentials 1000-2500 Both men and womenParty 1500-3000 Both men and womenPairs 3000-3500 Pair Neon - Disc 1000-2500 Men onlyNeon 500-1500 Men onlyXY 1500-3000 Both men and women

SEGMENTING :

Wrist watch can be majorly segmented on the basis demographic factors and price.

On the basis price the market can be segmented into low priced, medium priced and high priced. .

The low priced watches are priced less than Rs.1000, medium priced watches are priced from Rs1000 to Rs.3000 and highly priced are priced above Rs.3000.

Fastrack has unveiled products in all the segments. The is from Rs. 500 to Rs.4000.

On demographic grounds, the market could be segmented on the basis of age. Fastrack watches were launched to cater to the needs of youth at first however it introduced watches for kids also later on.

TARGETING:

Fastrack has products caters to the products in all the segments.

The range of Fastrack watches is from Rs. 500 to Rs.4000.

It is catering to all the three segments of low, medium and highly priced segments.

Collection Price range

Sport 2000-4000

Army 2000-3500

Adventure 1000-2000

Basics 500-1500

Grunge 1000-2500

Aluminum 500-1000

Color Play 1000-2000

Digital Fashion 500-2000

Essentials 1000-2500

Party 1500-3000

Pairs 3000-3500

Neon - Disc 1000-2500

Neon 500-1500

XY 1500-3000

On demographic grounds, Fastrack watches were launched to cater to the needs of youth at first however it introduced watches for kids also later on. Hence it is targeting both youth and kids segments. Collection Target

Sport Men only

Army Both men and women

Adventure Both men and women

Basics Both men and women

Grunge both men and women

Aluminum Women only

Color Play Women only

Digital Fashion Both men and women

Essentials Both men and women

Party Both

Pairs Pair

Neon - Disc Men only

Neon Men only

XY Both

POSITIONING:

Fastrack positions itself as both trendy and affordable range.

These two attributes were usually considered as two poles wide apart.

Fastrack has taken the challenge of combining both the features to offer a greater value proportion to its customers.

Trendy yet affordable.

Range of different collections to cater to all the niche consumers within their target group.

Distribution channel is strong.

Goodwill in the market

Strong financial position

Fast changing designs

Short cycle products which are expensive to make.

Not much multi purpose watches.

Lack of density of exclusive stores.

Low self esteem.

Rapid market growth

Changing customer needs

To create relation between society on social marketing basis

Tough competition in watches

Low profit margins

New competition in market

• Bold and Smart• Represents youth• Excitement• Trendy• Affordable with a lot of variety

Umbrella Brand LOYALTY Sub Brand

Fastrack watches are being used by 70% of youth and has highest recall compared to its competitors.

We conducted a study to understand the consumer behavior towards the brand

For the questions, we separated men and women to know deeper information from the youth consumers.

A total of 25 students participated in the survey. Among them 16 were men and rest of 9 were women.

1 ) A watch to you is?

2) In your view, what key features does a watch need to have?

3) Do you prefer branded watches to unbranded watches?

4) Where do you prefer to buy a watch?

5) How often do you change your watch?

6) The amount of rupees you wish to spend on buying a new watch?

7) As per you, what is the most effective medium of advertisement for a wrist watch?

8) What influences you to buy a particular wrist watch?

9) Which brand do you use now?

10) Have you used Fastrack watch?

11) How do you perceive Fastrack watches?

12) How likely is it you would recommend Fastrack watch to your friends and colleagues ?

13) How likely is that you buy a Fastrack watch in your next buy?

14) Which type of strap do you prefer in your watch?

Low price generally ignites negative connotation and thus people want to buy the product but don’t want to be associated with it.

To compete against the trendy offerings by Casio, Swatch, Tommy Hilfiger etc and yet not loose due to low pricing.

Bold communication sometime leads to negative connotation.

To work on the product as bold and quirky just like Its users.

To change the perception of it being a low priced product.

Youth is always looking for change so associate the product with “ making things happen.”

Print ads in metro (OOH) ( Delhi, Bengaluru, Mumbai, Chennai, Kolkata, Pune).

TVC ( New ones with “Making Things Happen” Campaign and “Customtrack”).

Viral videos on Internet ( eg ; myEXBOX )

Consumer Promotion – Discount coupon for purchase of other Fastrack products. - Free Product with purchase of one. (eg ; Goggles with Bag)

Co – Branding events with Colleges ( eg ; Sankalan 2011 of DU )

Print Plan

Rate/Sq Cm

Readership (in lakhs

)Size April May June

July

Aug

Sept

Total Vol

Total Sq Cm Cost

HINDUSTAN TIMES 4000 19.2 400 1 1 1 3 1200 48,00,000

TIMES OF INDIA 5875 18.95 400 1 1 1 3 1200 70,50,000

Hoardings (per sq ft) 300 NA

16 ft X 16 ft 1 1 1 1 1 1 6 Places NA 7,00,000

Total 1,25,50,000

TVC

Rate/10 sec TVR

Size

( Sec) April May June

July

Aug

Sept

Total

VolTotal Sec. Cost

SET MAX 12,00,00 4.36 10 3 3 30 36,00,000

MTV 3,50,000 3.16 10 4 4 4 4 4 4 24 240 84,00,000

Total 1,20,00,000

PR & Marketing Cities

April May

June

July

Aug

Sept

Alloted Budget

Consumer Promotion New Delhi * * * * * * 50,00,000

Co-branding Events New Delhi * * * 50,00,000

“Making things happen”

Campaign New Delhi * * * * * * 1,00,00,000

Viral Videos New Delhi * * * * * * 10,00,000

Analysis of the Survey ; New trends and models every season. More brand showrooms presence around the metros and cities. More no of variants in the price range of Rs1000 - Rs3000 Date and day display option for boys, more multi purpose watches. Night glow option for girls. More Promotions in televisions and print media More variants in leather and steel strap Providing special offers for the loyal customers

“Making things happen “ Campaign :

Collaboration with Sunitha Krishnan and work for human trafficking under the slogan of “making things happen”.

Workshop with college\school students in all the metros. Debate over the issue and field work included.

List of College \ University\School considered ;

Delhi University, New DelhiJNU, New DelhiShri Venkateshwar College, New DelhiDPS, RK PuramG.D.Goenka College and School, NDSt. Stephens College, New DelhiAngels Public SchoolBalbharti Public SchoolBirla Senior Secondry SchoolDon Bosco School

A page to be integrated in Fastrack site - http://fastrack.in/ and titled “Customtrack”.

This a site where one can design their own wrist watch and get it shipped at nominal price.

COD option included.

For every order Rs. 5 will go towards the Human Trafficking project under.

The Customtrack page will have advertisement relating to the Human Trafficking Project.

Viral videos posted on Internet via social media platform showcasing the fieldwork.

This would help in creating a bold and quirky image coupled with a cause that matters to the target group.

“Making things happen” will help in changing the perception of the other group of people who are out of our target group to generate a positive word of mouth. Our target group still majorly is under parent supervision and hence their positive outlook would help.

We recommend that we have shelf placement of our products in out stores with comparative prices of competitor.

oThe price and features of competitor watches can be highlighted and agianst the watches offered by Fastrack.

oThe similar or different features can be highlighted for consumer benefit.

oThis will help the consumer to analyze the products and buy the one that they choose. The negative connotation with low pricing could be tried to change.