Consumer Impression Analysis of Fastrack

By: Anirban, Saunak, Sourin, Meghna, Shweta &

Group – H

Integrated Marketing Communication

Maker History

Facts:

• Fastrack began its journey in 1998 as a sub brand of Titan Company, Which is a part of TATA Group.

• The Tata group comprises over 100 operating companies in seven business sectors

• The group has operations in more than 80 countries across six continents

• Founded by Jamsetji Tata in 1868

• Tata companies have always believed in returning wealth to the society they serve

From Consumers point of view:

• A Name which adds value to our nation

• TATA an Eminent name in Indian economy

• A group which helped many in terms of development

• Known for their ethical values

Market Evolution for Fastrack

Products

From Consumers point of view:• Trendy• Stylish• Makes me feel vibrant• Macho for Men, Bold for Ladies

User Usage

From Consumers point of view:

• “Cool” & “Vibrant” Design

• Quality Products

• “Street Survival”

• Under promised over Delivered

• Value for money

• Good option for gifting

Competitors

Major competitors: Timex- Helix, Casio, Sonata (High Range)

Distribution Display

From Consumers point of view:

• Fastrack is available in all major malls and happening places in all major cities in INDIA

• Has a “cool” factor in all its product and communication

• Fastrack along with Neil Foley designed and developed several interaction paths and tracking plans within the 10′x10′ area, demarcated activity zones and functional areas, explored customer touch points at different heights till they arrived at an optimal solution.

• Fastrack’s distribution network stretches over 137 Fastrack showrooms across 68 cities with Titan Service Centers across India

• Fastrack is also available online through Flipkart, Jabong, Myntra e.t.c

Pricing Analysis

• The brand discarded the steely look of the watches and looked at a mix of plastic and steel and was able to reduce the starting price to Rs 499.

• For a youth brand, which needs constant reinvention to stay relevant as the segment they are catering to, is subject to high change orientation, Players like Reebok and Nike have product offerings in these segments. However, they are premium players against Fastrack’s range of Rs 499-3,000.The price line has helped the brand to go in for a “logical expansion plan” in tier II and III cities.

• Fastrack uses promotional pricing as Flat 20% off all Fastrack watches and sunglasses; Offer also comes around the festive season to boost their sales.

Marketing Communication

How it Connects???

• For TITAN, Fastrack “Move on” strategy is a way of life

• Smart contribution of edgy design and value pricing

• Firm grip on youth market

• Target Group between 18-30

• Cheeky & Stylish ad

Cont…

Marketing Communication

Communication Activation:Television Advertisements• During the prime time slots• HBO, Star Movies, Star World, News Channel, Sports Channel etcPrint Ads• Economic Times/Times Of India/Outlook/India TodayOn Ground Activation• MallsPromotion• For example : Via pair-watches for couples