fastrack_udit s hembram
TRANSCRIPT
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