Brand Presentation - Fastrack Watches

Brand Presentation on Fastrack watches, presented by the students of The Delhi School of Communication

2. oAbout us
oObjective of presentation
oIndustry Analysis
oOur perspective client
oAbout fastrack
oCompetitors
oConsumer behaviour ( Research and
Survey )
oMarketing Problem
oCommunication Objective
oMedia Plan
oTimeline
oRecommendations
oGratitude

4. 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.

5. Headquartered in New
Delhi – KIBS is present in 8
Major Cities of India.
 Delhi
 Mumbai
 Pune
 Coimbatore
 Bangalore
 Chennai
 Kolkata
 Hyderabad

8. 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

9. 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.

14.  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.

15. 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.

16.  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.

17.  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.

18.  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.

19.  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.

20.  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.

22. 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

23.  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.

24. 10,000
Dealers
ALL INDIA
2300
Towns
204
Showrooms
World Of Titan
109
Towns
129
Multi-brand-stores
Time Zones
90
Towns
679
Centers
Service Centers
330
Towns

25.  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.

26.  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.

29. Young & Energetic
Quirky
Open to experiment
Want recognition
Rebellious
Trendy and fashionable
Brand conscious

33. •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.

34. COLLECTION PRICE RANGE TARGET
Sport 2000-4000 Men only
Army 2000-3500 Both men and women
Adventure 1000-2000 Both men and women
Basics 500-1500 Both men and women
Grunge 1000-2500 Both men and women
Aluminium 500-1000 girls only
Colour Play 1000-2000 girls only
Digital Fashion 500-2000 Both men and women
Essentials 1000-2500 Both men and women
Party 1500-3000 Both men and women
Pairs 3000-3500 Pair
Neon - Disc 1000-2500 Men only
Neon 500-1500 Men only
XY 1500-3000 Both men and women

36. 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.
.

37. 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.

38. 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.

39. 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

40. 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 FashionBoth men and women
Essentials Both men and women
Party Both
Pairs Pair
Neon - Disc Men only
Neon Men only
XY Both

41. 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.

43. 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

44.  Short cycle products which are
expensive to make.
Not much multi purpose watches.
Lack of density of exclusive stores.
Low self esteem.

45. Rapid market growth
Changing customer needs
To create relation between
society on social marketing basis

46. Tough competition in watches
Low profit margins
New competition in market

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

51. Umbrella Brand
LOYALTY Sub Brand

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

55. 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.

56. 1 ) A watch to you is?

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

58. 3) Do you prefer branded watches to unbranded
watches?

59. 4) Where do you prefer to buy a watch?

60. 5) How often do you change your watch?

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

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

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

64. 9) Which brand do you use now?

65. 10) Have you used Fastrack watch?

66. 11) How do you perceive Fastrack watches?

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

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

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

70. 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.

71. 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.”

73.  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 )

75. Print Plan
Rate/S
q Cm
Reader
ship (in
lakhs)SizeAprilMayJuneJulyAugSept
Total
Vol
Tota
l Sq
Cm Cost
HINDUSTAN
TIMES 4000 19.2400 1 1 1 3 1200 48,00,000
TIMES OF
INDIA 5875 18.95400 1 1 1 3 1200 70,50,000
Hoardings
(per sq ft)300 NA
16 ft X
16 ft1 1 1 1 1 1 6 PlacesNA 7,00,000
Total 1,25,50,000

76. TVC
Rate/10
secTVR
Size
( Sec
)AprilMayJuneJulyAugSept
Tot
al
Vol
Total
Sec. Cost
SET
MAX12,00,004.36103 33036,00,000
MTV3,50,0003.16104 44 444 2424084,00,000
Total 1,20,00,000

77. PR &
Marketing CitiesAprilMayJune
Jul
y
Au
gSept
Alloted
Budget
Consumer
PromotionNew Delhi****** 50,00,000
Co-branding
Events New Delhi*** 50,00,000
“Making things
happen”
Campaign New Delhi ****** 1,00,00,000
Viral VideosNew Delhi****** 10,00,000

78. 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

79. “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.

80.  List of College \ University\School considered ;
Delhi University, New Delhi
JNU, New Delhi
Shri Venkateshwar College, New Delhi
DPS, RK Puram
G.D.Goenka College and School, ND
St. Stephens College, New Delhi
Angels Public School
Balbharti Public School
Birla Senior Secondry School
Don Bosco School

81.  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.

82. 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.

83. 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.