Marketing Presentation

Roll-601
Batch 2014
Introduction
Name of the Brand: Fastrack
Name of the Parent Company: Titan
Year of Establishment: 1998
Industry Preview
Market Worth : Rs 5,00,000
Growth Rate: 15 % 20%
Market Penetration: 37%
Students constitute the largest segment: 30% of the
total sales
Organized Players control 40% the market.
Unorganized Players constitute the rest of the 60%
of the market
Porters Five Forces
Supplier
Power
Buyer Power
Degree of
Rivalry
Threat of
Substitutes
Barriers to
Entry
Porters Forces (Contd)
Supplier Power:
No strong suppliers
Lack of bargaining power
Rise for China, Taiwan as low cost
suppliers


Buyer Power:
Price Sensitivity
Buyers Preference

Porters Forces (Contd)
Degree of Rivalry:
Cluttered market
Lack of Differentiation
Degree of Rivalry:
Increased number of firms
Low switching cost
Strategic stakes are high
Threat of Substitutes:
No close substitute
Company Name: Titan
Company Overview
SWOT Analysis
Brand Portfolio

Launched on 1984
A joint venture between Tata Group and Tamil Nadu
Industrial Development Corporation
Indias largest watch brand with 65% of the organized
watch market
Worlds Fifth largest integrated watch manufacturer.
Awarded No:1 Brand in the Consumer Durables category
in the Brand Equity Survey by The Economic Times
Turnover for year 2010-2011: 6520.89 Crore
Company Overview
SWOT Analysis - Titan
Strength
Large network of exclusive stores and service
centres
High Top of the mind recall, especially for
the Mid market segment
Different sub-brands under the brand Titan
have been successful in their positioning
based on Demographic segmentation
One of the worlds top five and Indias
biggest watch manufacturer
Titan watches are exported in over 40
countries
Weakness
Premium category Titan brands like Xylys have
been camouflaged by the Titan Brand Image of
being a mid-market player
Havent penetrated the global market as some
other international watch makers
India is an under penetrated market for
watches
Global expansion and tie-ups with global
watch and Jewellery brands
Opportunity
Threats
Broad Target segment may lead to lack of
focus in Brand strategy
Stiff Competition faced by foreign brands,
particularly in the premium segment
Brand Portfolio
Name of Brand Segment Average Price Target Audience
Titan Premium Rs 1100(approx)
Upper Middle
Class
Sonata Mass Market Rs 550(approx)
Lower Middle
Class
Fastrack Youth Rs 850(approx)
Teenagers and
College Students
Xylys Ultra Premium Rs 15,000(approx)
Upwardly Mobile
Professionals
Brand: Fastrack
Product Range
SWOT Analysis
Competitor Analysis
Strategies
Brand Fastrack
Launched in 1998 as a sub-brand for watches in the
youth segment when Timex broke off Titan as an
independent company
Spun off as an independent brand since 2005 under
the flagship of Titan
Contributes the largest share of profit to titan
i.e 30-40%
Has evolved into a fashion accessory brand with
entry into product segments like sunglasses, bags,
belts etc.
Product Range
Current
Watches
Bags
Sunglasses
Belts
Wallets

Proposed
Motorcycle Helmets
Bicycles
SWOT Analysis: Fastrack
Strength
Good Distribution Network over 100 Fast track
stores across 50 towns with Titan Service Centres
across India
High youth connect Positioning as a youth stylish
brand
Fast changing designs to keep up with latest trends
One of the most trusted brands in India
Excellent advertising and brand visibility
connecting with the youth
Has a diverse portfolio of watches, sunglasses,
bags, wallets etc

Weakness
Products have a short life due to changing
trends Adds to the cost of production
Limited global reach despite being a popular
brand
Opportunity
Fast growing youth segment presents growth
opportunities
Global penetration would help brand grow and
target youth worldwide
Tie-ups with fashion houses and special
schemes for youth
Threats
Youth segment is price sensitive
Entry of foreign players has led to tough
competition
With lots of options available, brand
switching is quite high
Competitor Analysis
Major Players in Market
Other than Titan/Fastrack
General
Indian
HMT
Timex
Maxima
Foreign
Cartier
Omega
Piaget
Gucci
Casio
Citizen
Tag Heuer
Espirit
Competitors of Fastrack
Timex
Casio
Swatch
Competitor 1: Timex
Largest selling brand in
USA and Canada
Lowest cost watch
manufacturer of the world
Entered India in
collaboration with Titan,
broke away in 1998
Has launched a new brand
named Helix targeting the
demographic segment of 18-
24 year old
Competitor 2: Casio
Japan based company
Products include
calculators and musical
instruments
Market leader in
calculators with 90%
market share, strong
presence in digital watch
market
Recent positioning focuses
on low end watches
Competitor 3: Swatch
Swiss brand launched in 1983
High brand equity because of
the Swiss heritage
High tech, highly accurate
and a high prestige value
attached to the brand
Official time-keepers for
many high profile events
including Olympics
Recently started focusing on
the upwardly mobile youth
segment.
PoD(Points of Disparity) & PoP (Points of Parity)
Price and Placement
Fastrack and Timex focus on the
middle segment is mid-price ranged
watches while Timex focuses heavily
on the low end watches and swatch
targets primarily the high end
models

Fastrack targets the urban spectrum
of college and high school going
population as Helix from Timex aims
to do while Casio is targeting the
tier II and tier III cities.
PoD(Points of Disparity) & PoP (Points of Parity)
(contd)
Communication and Brand Image
Fastrack has already established itself
as a cool brand and associated the
brand with the young and free spirit.

Helix plans to tap into the same market
and has launched 360* communication
campaign promoting its image as
adventurous.

Both Casio and Swatch lack a good media
presence but Swatch has a certain snob
value attached to itself whereas Casio
is simply invisible
Strategies
Product Strategy
Pricing Strategy
Distribution Strategy
Promotion Strategy


Product Strategy
USP : Youth Appeal
Positioned as Casual Wear
Seen by the audience as
Fashionable and Trendy
Product uses Funky, Adventurous
and Cool Colors
Out-of-the box designs

Examples of Fastrack Watches
Pricing Strategy
Midlevel Pricing for Urban Audience in
Tier I and II cities
Products range from Rs 650/- to Rs
3995/-
Prices targeted towards the youth and
towards the image of fashion accessory
rather than just a timekeeping machine
Distribution Strategy
11000 Titan Dealers spread across 2500
towns
55 Exclusive Fastrack Stores/Kiosks in
22 towns
745 Service Centers in 345 Towns
Promotional Strategy
Terms associated with Brand Fastrack:

Trendy Colorful
Adventurous Provocative
Hip Cool Funky
StreetSmart Fast
Promotional Campaigns
How Many Do You Have?
Traditionally seen as an one time
investment Fastrack surprised the
market by a promotional strategy
promoting multiple buying.
Attractive pricing and a persuasive
campaign actually changed the
general market perception
Now watches are seen more in terms of
a fashion accessory than timekeepers
Move On
The second and current campaign
targets the fast moving and
always restless youth
Ads are provocative, bold and
have high appeal among the
college going population


Brand Ambassadors
Genelia DSouza
Virat Kohli
The Brand Ambassadors represent the brand image of
Fastrack i.e Bold, Adventurous and Raring to Go

They also have a mass following and immediate
connect with the Indian Youth
Future Plans
Titan targeting three-fold growth in revenue
in 5 years to Rs. 14,000 crore making us a 3
billion dollar company.

Fastrack is an important part of the
expansion plans, targetting 880 Cr turnover
for the fiscal year 2012-13

Plans to add 200 more exclusive Fastrack
showrooms

Tapping into the huge opportunity in
International Markets

Conclusion
Titan is the market leader in the
Wrist Watch Market, India
Fastrack one of its most
successful and profitable brand
Even after the entry of other
players, Fastrack in its segment
remains largely un-threatened and
expansion of its product line
shall ensure that it remains a
strong player in the coming
decades
Thank You