Brand Presentation

Group V :
Bhavishka Malhotra
Isha Mahajan
Karan Grover
Sushank Sushil

Watc

Contents

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

About Us
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.

KIBS Reach
Headquartered in
New Delhi KIBS is
present in 8 Major
Cities of India.

Delhi
Mumbai
Pune
Coimbatore
Bangalore
Chennai
Kolkata

Our Clients

Objective of the
Presentation

Study about the sub-brand

Watches

o Industry analysis India

o STP analysis of the brand.
o Recommendation

Industry Analysis :
Wrist Watch (India)
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

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.

Our prospective
Client

History of
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 subbrand of Titan, with a range of
digital watches starting from Rs.
795.

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.

 First year, the brand clocked a

turnover of Rs 15 crore.
The good run continued till 20012002 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.

 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.

 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.

 Fastrack captured the essence of

todays 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.

 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.

Current

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

 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.

A vast distribution
network
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

 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.

 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.

Marketing Mix

Demographics
Age :- 15 25
Gender :- both

Occupation :- students (matriculate to

graduates )

Psychographics
Young & Energetic
Quirky
Open to experiment
Want recognition
Rebellious
Trendy and
fashionable
Brand conscious

PRODUCT AND PRICE:

oThere are a variety of collections of
Fastrack watches specifically targeted to
men and women.
oEach product is includes a different set of
features to meet the need of specific
customers.

PROMOTION :
Advertising is in the form of television
commercials. The company uses youth
icons to portray the trendy and funky
look of the brand and to associate with
it.

PLACE :
Channels: The product is sold at
almost all the leading watch stores and
shopping malls. The company has also
established branded stores and it is
also available in Titan stores.
Coverage: the products are available
all over India.

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.

COLLECTION

Sport
Army
Adventure
Basics
Grunge
Aluminium
Colour Play
Digital Fashion
Essentials
Party
Pairs

PRICE RANGE
2000-4000
2000-3500
1000-2000
500-1500
1000-2500
500-1000
1000-2000
500-2000
1000-2500
1500-3000
3000-3500

TARGET
Men only
Both men
women
Both men
women
Both men
women
Both men
women
girls only
girls only
Both men
women
Both men
women
Both men
women
Pair

and
and
and
and

and
and
and

STP Analysis

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.
.

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.

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.

Collection
Sport
Army
Adventure
Basics
Grunge
Aluminum
Color Play
Digital Fashion
Essentials
Party
Pairs
Neon - Disc
Neon

Price range
2000-4000
2000-3500
1000-2000
500-1500
1000-2500
500-1000
1000-2000
500-2000
1000-2500
1500-3000
3000-3500
1000-2500
500-1500

XY

1500-3000

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
Army
Adventure
Basics
Grunge
Aluminum
Color Play

Men only
Both men and women
Both men and women
Both men and women
both men and women
Women only
Women only

Digital Fashion
Essentials
Party
Pairs
Neon - Disc
Neon
XY

Both men and women

Both men and women
Both
Pair
Men only
Men only
Both

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.

Strengt
h:

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

Weakness

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

Opportunity :
Rapid market growth
Changing customer needs
To create relation between
society on social
marketing basis

Threat :
Tough competition in
watches
Low profit margins
New competition in market

BRAND ANALYSIS

Brand Positioning

Brand Associations

Bold and Smart

Represents youth
Excitement
Trendy
Affordable with a lot of
variety

Brand Identity

Brand Loyalty
Relative
Attitude High
Low

Umbrella
Brand

Repeat
Patronage
High
Low

Loyalty

Spurious
Loyalty

LOYALTY

Latent
Loyalty
No
Loyalty

Sub
Brand

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

Brand
Lifecycle

Competitors

Consumer Behavior
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

1 ) A watch to you is?

Male

2) In your view, what key features

does a watch need to have?

Male

3) Do you prefer branded watches

to unbranded watches?

Male

4) Where do you prefer to buy a watch?

Male

5) How often do you change your watch?

Male

6) The amount of rupees you wish to

spend on buying a new watch?

Male

7) As per you, what is the most

effective medium of advertisement
for a wrist watch?

Male

8) What influences you to buy a

particular wrist watch?

Male

9) Which brand do you use

now?

Male

10) Have you used Fastrack watch?

Male

11) How do you perceive Fastrack watches?

Male

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

Male

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

Male

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

Male

Marketing Problem
Low price generally ignites negative
connotation and thus people want to buy
the product but dont 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.

Communication
To work onObjective
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.

Communication Tools

 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 )

Timeline

Duration : 09 April , 2012

To 09 September, 2012

Media Planning :
Print
Plan

Read
ershi
Rate/ p (in
Tota
Sq lakhs Siz
Jul Au Sep Tota l Sq
Cm
)
e April May June y g
t
l Vol Cm

HINDUSTA
N TIMES 4000
TIMES OF
INDIA
Hoardings
(per sq ft)

5875

300

19.2

400

18.95

400

NA

16 ft
X
16 ft

Cost

1200

48,00,000

1200

70,50,000

6
Place
s

NA

7,00,000

TVC

Siz
e
Tot
Rate/10
(S
Jul Au Sep al Total
sec
TVR ec) April May June y g
t
Vol Sec.

SET 12,00,0
MAX
0
4.36 10

3,50,00
MTV
0
3.16 10

Cost

30 36,00,000

24 240 84,00,000

Total 1,20,00,0

00

PR &
Marketing

Cities

Consumer
New
Promotion
Delhi
Cobranding
New
Events
Delhi
Making
things
happen
New
Campaign Delhi
New
Viral Videos
Delhi

Apri
Jun Jul Au Sep
l May e y g t
*

Alloted
Budget

50,00,000

50,00,000

1,00,00,0
00

10,00,000

We recommend
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

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.

 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

 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.

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.

We recommend that we have shelf placement of our

products in out stores with comparative prices of
competitor.
o The price and features of competitor watches can be
highlighted and agianst the watches offered by
Fastrack.
o The similar or different features can be highlighted for
consumer benefit.
o This 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.

Budget
Total Budget : Rs. 5,00,00,000
Expenditure : Rs. 4,55,50,000
Our Charges :
Rs.10,00,000/month
Total fees : Rs. 60,00,000
Concession : Rs. 1,45,000

Gratitude
Parents & God
Proff. Ramola Kumar
Mr. Vikas Mehta
Mr. Tapan Yadav
Mr. Basab Sarkar
Mr. Pradeep Aeri
Mr. Samir Kapur
Ms. Rupanjali Lahiri
Ms. Ritika ( TIL)
Group 6 and PGDPC XVI and XVII