Professional Documents
Culture Documents
Group VI
MEEMANSA VAJPAYEE | AYUSHI AGRAWAL | PUNYATA TULI MANGESH PATIL | ARJUN RAO | MAHTAAB KAJLA
Flow of Presentation
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Launched as a sub-brand of Titan in 1997 to address the youth segment for wrist watches Target segment initially identified as college-goers later changed to young executives as college-goers perceived to have low disposable income Focus on functional and stylish design of watches Mid-price range Target segment again changed to college-going youth in 2000; product category named as Wrist-wear to highlight style aspect rather than functionality Brand extended to Eye-wear in 2004 Brand extended to Youth accessories with wrist-wear, eye-wear, bags, belts and wallets in 2007 Independent retail stores opened under Fastrack brand name
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Brand Elements Name: Fastrack Highlights contemporary, modern, fast moving and youthfulness
Spokespeople No celebrity endorsement for the initial brand. However John Abraham was made the brand ambassador after launch of eyegear
Slogan: Cool watches from Titan An attempt to build on the strong brand name of Titan targeting the youth
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Social Approval Fun Excitement Age group Youth >15-25 College wear, Gifting, Parties, Regular use Personality - Modern, Values fashionable and trendy
Brand Performance
Saw surge of growth at launch and in first 2 years. Grew from 15 Cr to 23 Cr revenues p.a. Growth stagnated post 2002 at 20-24 Cr p.a.
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Repositioned as brand for the youth cool watched from Titan Portrayed as a sub-brand of Titan
Using Line Extensions such as Masala wear, disco wear to launch new designs across all product lines
Further Line Extensions such as Neon wear, Army collection to launch new designs across all product lines
1998
2004
2005
2008
2009
2010
2011
Fastrack as parent brand Launches category extension into eye wear Positioned as a brand for youth gear
Further Category extension into bags, wrist bands and belts under parent brand name Fastrack Positioned as youth accessory brand - Retail outlets to support brand extension
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Product 1 Brand Portfolio Single Parent brand- To target a single market segment for the youth Watches
Product 2 Sunglasses
Product 3 Belts
Product 4 Bags
Line Extensions: To introduce different designs and meet requirements of different sub-segments within the broad market segment for youth
Bikers Collection
Denim
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TG
Rationale Direct positioning for the youth college going, SEC A,B Advertising focusing on functional benefits and design aspects
Communication (Promotions)
Titan Outlets
Different product lines catering to different price segments: Rs. 500- 1000: Denim Rs. 1000-2000: Army Product Policy & Brand Management| Fast Track
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Financial performance
Category extension into Eye Gear: Revenue jumped to 75 Cr p.a. CAGR of 50%
Category Extension into bags, Belts, wallets, etc: Revenues growing at greater than 50% Expected to be 500Cr Business by 2012
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Perceived to be a brand for me Medium brand loyalty Feelings: High consideration for purchase Judgment: High credibility Rightly priced products Imagery: Brand association with fashionable, youthful, spontaneous, fun Performance: Perceived to be a high on style, average on sturdiness High aided recall as a Watch, Eye wear and Bag brand for youth Low recall as a belt, wallet brand
Q&A
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