Beginning of Fastrack

 Fastrack was launched when the Timex and Titan parted ways in
1997 , to fill the gap that Timex had left. It served the youth market.

 It targeted early jobber 20-30 year-old male executive. Only 1-2 yrs
later it launched line for women.
Problem Faced
Fastrack started well. But in 2001-2003
their sales started to stagnate.
This happened for 2 reasons:
1)Titan the parent co. was contemporizing
their product, eg: Launch of Steel Collection,
which was similar to Fastrack in terms of looks,
price point and consumer buying behavior.
2) There was no independent identity. The
backing of Titan was a positive assurance.
However, kids don’t like to be serious and
sober like their parents. Hence it created a
barrier.
Re-launch of Fastrack
It came out as an independent
identity separate from Titan the
brand.
Apart from watches it launched:
Eyegear.
Vision :Complete Fashion brand
for youth
Targeted :College goers between
18 and 22 years and then
extended audience of 15-25.
 Re-launching a
success?
1. Twin approach of constantly innovating
on product design & yet being affordable.
2. Understanding the needs, limitations(in
terms of money) and mentality of
targeted group.
3. Partnering with MTV which is associated
to be a youth channel for
communication. It gave then access to
MTV`s wider customer base and fan
following.
Strategy Development
Strategy is to focus on one segment more sharply.
Fast track is changing its design very often and
coming up with new collection to stay in the
market.
With extension into eye gears, They changed it`s
tag line from “how many you have?” to ‘Move on’
to keep trying new things.

OLD NEW
Organizational structure :Organizational climate

FASTRACK follows the market trend and is

following the foot steps of its competitor SWATCH
and SEIKO
 MARKET
SEGMENTATION & TARGETING

Identifiable Accessible

Sizeable Profitable

Compatible Durable
Targeting
Exclusive Fastrack store.
Opening 50 such stores by2010 ,India.
“Fastrack plans on being a Rs 500-crore
brand in 3-4 years. Not to be surprised if it
touches Rs 750-1,000 crore in 5-7 years.”
In three years, Fastrack projects to
contribute 25-30 per cent of the Titan’s
watch business.
Fastrack contributes to 4 per cent in value
to Titan and the company has decided to
establish it as an independent brand
because of its high penetration potential.
 Competitors

It is difficult to quantify this segment which

has other brands like Esprit, Timex , Casio,
Calvin Klein, etc. But it is believed to be
getting bigger.
One of the biggest competitor for Fastrack is
Swatch.
SWOT ANALYSIS
STRENGTHS:
Goodwill in the market
Strong financial position
Fast changing designs

WEAKNESS:
 Short cycle products which are expensive to
make
Weak channel of communication
Lack of exclusive stores
 OPPORTUNITIES:
 Rapid market growth
 Changing customer needs
 To create relation between society on social marketing
basis

THREATS:
 Tough competition in watches
 Low profit margins
 New competition in market