A Study on

BRAND REINFORCEMENT AND REVOTALISATION

With reference to

FASTRACK

A Project Report Submitted in Partial Fulfillment of the

Requirement for the Award of the degree of

Bachelor of Commerce

Submitted By

SHAILJA TIWARI

Regd. No: 2015-1608045

Under the guidance of

Smt.V.Vijaya Lakshmi

GVP COLLEGE FOR DEGREE AND PG COURSES (AUTONOMOUS)

Affiliated to Andhra University

(Accredited by NAAC with B ++ )

MVP Campus.

Visakhapatnam-530017.

2015 – 2018 Batch

 PROJECT GUIDE CERTIFICATE

This is to certify that the Project work entitled “ FASTRACK ” is a genuine and bonafide work
done by Miss.SHAILJA TIWARI. A student of third year B.Com., GVP College of Degree and
PG Courses (A), Visakhapatnam for the award of Bachelor of Commerce Degree from Andhra
university under my guidance and supervision.

Visakhapatnam:

Date:

Smt. V.Vijaya Lakshmi

 DECLARATION

I hereby declare that the project work entitled “FASTRACK” an original report submitted to
words the partial fulfillment for the award of BACHELOR OFCOMMERCE degree affiliated to
Andhra University, VISAKHAPATNAM and it is not submitted anywhere either in part or in
full for degree or post graduation of any university.

Place: VISAKHAPATNAM

Date:

SHAILJA TIWARI

2015-1608045
 ACKNOWLEDGEMENT

The satisfaction and euphoria that accompany the successful completion ofany task would be
incomplete without the mention of the people who made it possible and whose constant guidance
and encouragement crowned all the efforts of success.

I amgreatful to Prof.S.K.SURYANARAYANA RAJU, Principal, GayatriVidya Parishad,

College for Degree and P.G Courses (Autonomous), M.V.Pcampus, Visakhapatnam for having
allowed me to take up this project and utilizeall the resources available from the college.

I would like to express my sincere gratitude to Dr.M.F. RAHIMAN,Director, Gayatri

Vidya Parishad, College for Degree and P.G. Courses (Autonomous), M.V.P campus,
Visakhapatnam for giving me an opportunity to work in this project.

I would like to thank Dr.Smt V.VIJAYA LAKSHMI, Head of the Department of

Commerce Gayatri Vidya Parishad, College for Degree and P.G.Courses, Visakhapatnam for
giving me an opportunity to work in this project and providing kind suggestions as and when
required.

I would like to thank Smt.P.Roja , Assistant Professor for her valuable and support for the
completion of my project work.

My special thanks to all the members of the staff in the Department of Commerce, who have
helped me in the completion of my project.

I would like to thank my parents who encouraged me throughout my educational endeavor and
my project work.

Place : G V P college for degree and P.G. courses

M.V.P campus SHAILJA TIWARI

Visakhapatnam 2015-1608045

Final year B.com

 CONTEXT

CHAPTER-I

INTRODUCTION

CHAPTER-II

COMPANY PROFILE

CHAPTER-III

CONCEPTUAL PROFILE

CHAPTER-IV

FINDINGS AND ANALYSIS

CHAPTER-V

SUMMARY

CHAPTER-VI

CONCLUSION

CHAPTER-VII

BIBLIOGRAPHY
SALES PROMOTION
Sales promotion is the process of persuading a potential customer to buy the product. Sales
promotion is designed to be used as a short-term tactic to boost sales – it is rarely suitable as a
method of building long-term customer loyalty.

Some sales promotions are aimed at consumers. Others are targeted at intermediaries and at the
firm's sales force.

When undertaking a sales promotion, there are several factors that a business must take into
account:

● What does the promotion cost – will the resulting sales boost justify the investment?
● Is the sales promotion consistent with the brand image? A promotion that heavily
discounts a product with a premium price might do some long-term damage to a brand
● Will the sales promotion attract customers who will continue to buy the product once the
promotion ends, or will it simply attract those customers who are always on the look-out
for a bargain?

Sales promotion is one of the elements of the promotional mix. (The primary elements in the
promotional mix are advertising, personal selling, direct marketing and publicity/public
relations). Sales promotion uses both media and non-media marketing communications for a pre-
determined, limited time to increase consumer demand, stimulate market demand or improve
product availability. Examples include contests, coupons, freebies, loss leaders, point of purchase
displays, premiums, prizes, product samples, and rebates.

Sales promotions can be directed at either the customer, sales staff, or distribution channel
members (such as retailers). Sales promotions targeted at the consumer are called consumer
sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales
promotions. Some sale promotions, particularly ones with unusual methods, are considered
gimmicks by many.
➢ THERE ARE MANY METHODS OF SALES PROMOTION:

● Money off coupons – customers receive coupons, or cut coupons out of newspapers or a
products packaging that enables them to buy the product next time at a reduced price
● Competitions – buying the product will allow the customer to take part in a chance to
win a prize
● Discount vouchers – a voucher (like a money off coupon)
● Free gifts – a free product when buy another product
● Point of sale materials – e.g. posters, display stands – ways of presenting the product in
its best way or show the customer that the product is there.
● Loyalty cards – e.g. Nectar and Air Miles; where customers earn points for buying
certain goods or shopping at certain retailers – that can later be exchanged for money,
goods or other offers.

➢ OBJECTIVES OF SALES PROMOTION:

● To increase sales by publicity through the media which are complementary to press and
poster advertising.
● To disseminate information through salesmen, dealers etc., so as to ensure the product
getting into satisfactory use by the ultimate consumers.
● To stimulate customers to make purchases at the point of purchase.
● To prompt existing customers to buy more.
● To introduce new products.
● To attract new customers.
● To meet competition from others effectively.
● To check seasonal decline in the volume of sales.

● THE MAIN ADVANTAGES AND DISADVANTAGES OF

SALES PROMOTION ARE:
 INTRODUCTION

● Introduction ( Fast rack )

● Objectives
● Methodology
● Chapterisation

COMPANY PROFILE
➢ The Fastrack Company – Overview
➢ Products
➢ Current Status and market overview
➢ Future orientation and plans
➢ Market trends and evolution
➢ Fastrack SWOT Analysis
➢ Unique Achievements
➢ Future plans of Fastack
➢ Mission and vision statement
➢ Competition
➢ Annual Income statement
➢ Production
➢ Marketing
➢ Personal analysis
INTRODUCTION
● Name of the brand : Fastrack
● Name of the parent company: Titan
● Year of establishment : 1998

Fastrack is a public company of Indian origins. It is a subsidiary of its parent company

Titan Industries limited and has its headquarters base in New Delhi, India. Fastrack is
associated with retail and lifestyle industry and deals in fashion accessories segment.
The company was a sub-brand and was launched in the year 1998 as an independent
brand. It has become one of the most trusted brands in India and faces some stiff
competition from other brands like-

● Timex
● Casio
● Swatch

INDUSTRY PREVIEW
✓ Market Worth : Rs. 5,00,000
✓ Growth Rate : 15% - 20%
✓ Market Penetration :37%
✓ Student’s Contribution the largest segment: 30% of the total sales.
✓ Organized player control40% of the market.
✓ Unorganized players constitute the rest of the 60% of the market.
FASTRACK PRODUCTS:
OBJECTIVES OF THE STUDY
1.To understand the existing product quality in Fastrack watches.
2.To investigate whether the product quality of Fastrack watches is capable of addressing all
demands made by customer.
3.To identify the difference between Expectation & Perception of customers in product quality
offered by Fastrack watches.
4.To understand about the customer satisfaction for Fastrack watches.

RESEARCH METHODOLOGY

RESEARCH
Once the problem has been carefully defined, the researcher needs to establish the plan that will
outline the investigation to be carried out. The research design indicates the steps that have been
taken and in what sequence they occurred. It is a systematic and purposive Investigation of facts
with an objective of understanding the customer satisfaction for Fastrack watches. The
methodology that will be applied by the study has been chosen in order to acquire information
and deduce conclusions about the ‗Customer satisfaction for Fastrack watches‘. The main
purposes of this study is to obtain an insight into the problems faced by the Fastrack watches
customers in order to propose further recommendations for better customer satisfaction

RESEARCH DESIGN
Research design is the arrangement of conditions for collection and analyze of data in
asystematic manner that aims to combine relevance to research purpose with economy
in procedure. The research study applied here is purely descriptive.

SAMPLING TECHNIQUE
The simple random sampling method was used for the primary data collection. Simple random
sampling is the basic sampling technique where we select a group of subjects (a sample)
for study from a larger group (a population). Each individual is chosen entirely by chance and
each member of the population has an equal chance of being included in the sample. Every
possible sample of a given size has the same chance of selection; i.e. each member of the
population is equally to be chosen stage in the sampling process. There are two types of
sampling techniques.
They are Probability sampling and Non-Probability sampling. The researcher adopted Non-
probability sampling.
NON-PROBABILITY SAMPLING
Non-probability sampling procedure, which does not afford any basis for estimating
the probability that each item in the population has been include in the sample

CONVENIENCE SAMPLING
The researcher has adopted convenience sampling method for this study.

SAMPLE SIZE
50 respondents are chosen as a sample size for the study.

DATA COLLECTION
Target Audience: Fastrack watches customers in CET campus, Sreekaryam, TrivandrumArea of
Study: CET campus, Sreekaryam region.

PRIMARY DATA
Information obtained from the original source by research is called Primary Data. They
offer much greater accuracy and reliability. The data was collected from the respondents through
the questionnaire.

SECONDARY DATA
In means data that are already available i.e. it refers to the data which have already been
collected and analyzed by someone else. The data was collected from the websites and journals.

SIGNIFICANCE OF THE STUDY

The watch industry is in the current scenario is booming and undergoing a rapid growth. The
emergence of new generation private and foreign watches in the Indian watch market has
raised the competitiveness in the industry. The study aims at identifying the extend to which
the product quality of a watch affects its competitiveness. The outcome of the study reveals the
current perception about the watches rooted in the minds of the customers which could be useful
in formulating the strategies in future operations of the company, for the attainment of its goals
in this competitive scenario.
LIMITATIONS OF STUDY:
The following are the limitations of the study
● Mobile phone has become the most necessary commodity/service, so it was difficult to
definethe population in a particular place
● 50 respondents cannot represent the population, as a whole. So the findings may be
biased.
● Time plays a havoc role in data collection. So, the sample is restricted to 50.
● Chances of biased responses from the customers

HISTORY:
FASTRACK WATCHES
Fastrack is the brand for the young generation which is part of the Titan brand. Many brands
have vice lines which target a separate segment of population. This helps to maintain a unique
identity for each brand and also helps the mother company to differentiate between the focus
areas for the different brands. Thus, in India, Titan is a company which is part of the renowned
Tata group and it has launched Fastrack which caters mostly to the young generation. When a
brand targets the youth, it needs to keep changing and reinventing itself to stay in tune with the
latest trends in the market which attract the urban youth. Fastrack similarly is one such brand
which has been changing its product lines, introducing new elements in accessories as well as in
designs so that it attracts the urban youth of India today. It is said to be one of the inventive
youth brands. Initially the brand started off with watch designs which were trendy and youthful;
since then it has moved onto eyewear, bags which are again marketed in different eye catching
ways. While watches are marketed as wrist gear, sunglasses are marketed as eye gear. The
campaigns for Fastrack are loud and shocking, with taglines open to interpretation and
innovative designs in their showrooms. Today Fastrack features a wide range of products for the
young at heart. From watches and sunglasses, they have moved onto bags, belts, wallets and
even wristbands.

Watches
There are various collections which can be found amongst the Fastrack watches. Each collection
signifies a certain style which is present in each of the models in that collection. The New
collection signifies all the latest models being introduced by Fastrack while there are the
Grunge, Hip Hop, Neon, Digital Fashion, Aluminum, Color Play, Bikers, Army and others,
each with their distinct range of watches.

The Hip Hop range

The latest collection which is featured is the Hip Hop range. True to the flamboyant style of the
hip hop culture, the watches have distinct styles and surprise elements in their design. The most
stunning piece is the 3049YM01 for guys. This watch comes in gold or white metal and is to be
worn like a pendant on a chain around the neck. The strap is in the form of a chain and the
watche is designed like a pendant representing the male symbol

The Denim range

The Denim collection amongst Fastrack watches are unique and are highly in demand. These
feature mostly square designs where the case may be round but the dial is square shaped. The
dial shapes and case shapes differ in each model and so do the straps. From leather to metal,
there are straps which come in the denim material, making it perfect for pairing with
your favorite pair of jeans.

The Bikers range

If you look at the Bikers collection, you would be taken aback by some of the sleek designs that
this collection has for young women. Overall the designs are sporty and come with round dials,
leather or metal straps and are trendy and sporty in style.

The Army range

This range probably represents the most elaborate designs amongst Fastrack watches. The straps
are wide in which the watch is embedded. The dial is in the form of a bullet and the glass is
designed to camouflage the dial. The leather straps add an expensive aura to these watches
which are made for true army fans.
Marketing Mix of Fastrack – Fastrack
Marketing Mix:
➢ Product in the Marketing Mix Of Fastrack:

Fastrack is known for colorful and trendy products that suit the urban youth of this
country. The brand has been involved in providing latest trends and innovative designs
to connect with its modern consumers. It has a diversified portfolio that includes-

● Watches includes digital, dual time, analog, chronograph and analog-digital

● Bags include sling bag, duffel-backpack, backpack, shoulder bag, duffel, gym
bag and messenger
● Sunglasses include classic, bug eye, designer, squares, sporty wrap, pilots,
butterfly, oval and trendy
● Belts for both women and men
● Helmets for men and women
● Wallets for both women and men

Fastrack offers an innovative option of gifting through its Gift cards. It is simply a gift of
choice as it is a gift voucher that is convenient and redeemable. It can be bought for a
minimum amount of one hundred rupees up to an amount of ten thousand rupees. It
has an expiry date of 180 days within which it should be redeemed with a purchase of
one’s choice.

➢ Place in the Marketing Mix Of Fastrack :

Titan launched Fastrack in order to meet the rising demands of a younger generation
that were interested in something funky and cool. The company was interested in
targeting the youth segment in an urban sector that went for style. Rapidly growing retail
and e-commerce market became an inspiration for the brand and it started opening its
retail outlets all over India. These are exclusive stores positioned to provide a complete
destination for all gear related to Fastrack brand under a single roof. The first outlet was
opened in the year 2009 in Pune and steadily its network spread to seventy-nine cities
that included one hundred and fifty-eight Fastrack stores.

The brand has an actual presence in nearly 6000 outlets because of its parent company
Titan and its distribution network includes 228 channels of Titan network and 122 format
chain-stores like Lifestyle, Shoppers Stop, Pantaloons, Westside and Central. The
company has even switched to online marketing and its products can be purchased
through portals like Amazon India, Snap deal and Flip kart.
 ➢ Price in the Marketing Mix Of Fastrack :
Fastrack has realized the importance of a good pricing strategy as it can ultimately
make or break a brand. Its target is the youth, who is interested in a variety of products
instead of one and is a bit sensitive about prices. Hence brand has adopted a mid-level
pricing policy for its products. This makes prices affordable and reasonable and thus
allows for bulk buying. Fastrack has adopted this value-added pricing system so as to
create further consumer base by breaking into the rival customer base. It wants to
provide best possible products at lowest possible prices so that it can create larger
sales volume and greater profits.
➢ Promotions in the Marketing Mix Of Fastrack :

Fastrack has adopted a tongue-in-cheek method of advertising that is bold, provocative

and sure to grab the attention of any individual. In order to create a favorable
impression, it has undertaken several promotional policies that will help to create a
positive brand awareness. The brand has utilized the social media to its advantage and
has a fan base of more than 6 million on Facebook. Fastrack created a variety of
commercials that changed the perception towards its watches.
Now it was seen as a fashionable accessory instead of a functioning tool. Brand
executed various marketing plans under which its commercials were shown on
television, radio, newspapers, hoardings and magazines. It also participated in outdoor
events to create further brand visibility. Virat Kohli, Indian test team captain in cricket is
its brand ambassador.
BRAND FASTRACK
❖ Launched in 1998 as a sub brand for watches in the youth segment when Timex
broke off as titans an independent company.
❖ Spun off as an independent brand since 2005 under the flagship off titan
❖ Contributes the largest share of profit to titan i.e. 30%-40%
❖ Has evolved into fashion accessory brand with entry into product segments like
sunglasses, bags, belts etc.

PRODUCT RANGE
Current

o Watches
o Bags
o Sunglasses
o Belts
o Wallets

Proposed

o Motorcycle Helmets
o Bicycles

MISSION AND VISION:

Our mission is to deliver each and every consignment in time and intact condition with unique
warehousing of stocks. Our motto is customer’s satisfaction and also to take more responsibility
of transportation of all type of materials right from house-hold goods to heavy engineering items
(ODC) with safe, timely and sound delivery condition.

Our Mission is to create competitive edge and superior financial results for our customers by
optimizing their supply chains through innovation & total commitment. We will be recognized
nationally as the best providers of logistic services offering door to door solutions from, to, and
within all the states in India.

At Fast Track Shipping & Logistics factors like integrity and trustworthiness are the
commitment to our customers & employees. Fast Track allocates tasks & responsibilities to its
staff based on their capacities regardless of other factors such as gender or religion. Fast Track
values a strong culture of loyalty towards its employees & from its employees. These values
form the backbone and will continue to provide the framework to realize potential & ambition in
the future.

SWOT ANALYSIS : FASTRACK

 ❖ STRENGTH
● Good Distribution Network – over 100 fastrack stores across 50 towns
with Titan Service Centers 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, belts, wallets, etc.

❖ WEAKNESS
● Product have a short life due to changing trends – Add to the cost of
production.
● Limited global research despite being a popular brand.

❖ OPPORTUNITY
● Fast growing youth segment presents growth opportunities.
● Global penetration would help brand grow and target youth worldwide.
● Ties-ups with fashion houses and special schemes for youth.

❖ THREATS
● Youth segment is price sensitive.
● Entry for foreign players has led to tough competition.
● With lots of option available, brands switching is quite high.

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.

PRICING STRATEGY
✓ Midlevel pricing for Urban Audience in Tier I and II cities.
✓ Product ranges 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 Centre in 345 Towns.

PROMOTIONAL STRATEGY
Terms associated with Brand Fastrack:

Trendy Colorful

Adventurous Provocative

Hip Cool Funky

Streetsmart Fast
CURRENT MARKETING SITUATION
o Fastrack to strengthen its time-wear segment.
o To take titan ahead from mere need-based to a fashion-determined accessary
brand.
o Started in 1992-2000 by marketing under the fastrack brand it is targeted at the
youth segment.
o With the age group of 14-35years: mainly targeted towards teenagers and
collegians.
o There are over 350 designs available for youth within range of Rs.500 to Rs.2995
o Titan fastrack seeks to bring in a new dimension to the Indian watch market.
o With this addition to the Titan portfolio, young consumers can now turn to fulfill
their fashion needs.
FUTURE PLANNING
o Titan targeting three-fold growth in revenue in 5 years to Rs. 14,000 core making
us a 3 billion dollar company.
o Fastrack is an important part of the expansions plan, targeting 880 Cr turnover
for the fiscal year 2012-13.
o Plans to add 200 more exclusive Fastrack showrooms.
o Tapping into the huge opportunity in International markets.
COMPETITORS REVIEW
Fastrack signs on a new brand ambassador

Fastrack has appointed cricketer Virat Kohli as its brand ambassador. According to the company,
Kohli makes a perfect choice for Fastrack as both are ambitious and symbolize style and fashion.
Commenting on the appointment, Ronnie Talati, vice-president and business head, Fastrack and
new brands said, “Virat personifies the mind set of today’s youth and we believe that the
association is a perfect match between Virat’s personality and what we stand for as a brand –
both are young, admired, aggressive and extremely popular with the youth.”

Fastrack has appointed cricketer Virat Kohli as its brand ambassador. According to the company,
Kohli makes a perfect choice for Fastrack as both are ambitious and symbolize style and fashion.
Commenting on the appointment, Ronnie Talati, vice-president and business head, Fastrack and
new brands said, “Virat personifies the mind set of today’s youth and we believe that the
association is a perfect match between Virat’s personality and what we stand for as a brand –
both are young, admired, aggressive and extremely popular with the youth.” Kohli said, “I am
excited to be representing a brand like Fastrack that stands for cutting-edge innovation and
fashion in the youth space. I have always admired the brand’s attitude and style and relate to it
closely as it is refreshingly trendy and fast.”
OBJECTIVES AND ISSUES

● Problem with current positioning

● Moderate “Relevance”- Restricted Target Group – Only targets to
the youth
● Low “Esteem”- not considered a very prestigious brand- only a
“value of money” brand

● Objectives with repositioning

● Expanding the target base-making the product appealing to the 30-
45 age group
● To move towards being perceived as a brand having premium
products in its range as well.

● Issues with repositioning

● Ability to establish a well regarded brand named to new meaning ful
positioning
● This will require a heavy investment in marketing another
memorable and distinctive brand image, that promises to project
the same innovative quality and value that the brands for
● There is an additional requirement to measure awareness and
respond in order to adjust marketing efforts as and when
necessary.
CONSUMER INSIGHTS
❖ Most urban 30-50 year olds are becoming brand and fashion concious.
❖ They no longer want to be perceived as someone older and like to maintain a
youthful and energetic lifestyle.
❖ They are usually working professionals leading hectic lifestyles.
❖ They enjoy number of youth activities like movies, pubs, eating out , sports
events , concerts and many others.
❖ They are moving away from formal wear like trousers to casual wears like khakis
and denims.
❖ They are also try to eager younger brand like Nike
❖ They like to keep up with the technology , even though they may not be proficient
with it
❖ They are buying the latest phones and laptops to fulfill this needs
❖ They spend more on grooming products , clothes and accessories than ever.
Audience Analysis

Fastrack has more males interacting with their post than females. 63.4% of the posts
have been contributed by males while only 36.6% by females. This is a decent number,
considering the brand caters to both the genders. It has been updating more women
oriented posts in March though, with the campaign ShesGotTheLooks.

Fastrack on Facebook
The brand has a huge fan following of 9 million, owing to their early start and has over
157K people talking about the brand. The platform is majorly used for product
awareness. In the month of March, the goal of the brand has been more focused on
customer acquisition and, in the process; they have managed to build engagement too.
On an average, the brand posted 1-2 posts a day which is a decent number of updates,
in a day, and a total of 36 posts. The stakeholders have contributed 97.5% of the posts,
a total of 1399 posts.

Content Strategy

Two properties were promoted the most, as observed during the study period.
#ShesGotTheLooks and #SmarTEES. This was to promote the launch of trendy
sunglasses for women and funky watches for men. The cover image shouts out the
hash-tag too. However, these hash-tags had no contest, activity or application
associated with it.

A range of fun watches have been launched which are being promoted with
#SmarTEES using attention grabbing lines. It targeted college kids with low pricing of
the watches and catchy lines written within them. Such updates are working well for the
brand. A good interaction with an average of 6K+ likes and 100+ shares per post is
being generated.
FAST TRACK STRATEGY PROGRAM

The purpose of the Fast Track Sales Strategy Program is to give you the framework
and knowledge you need to build a simple, effective plan to ensure you do exactly what
is necessary each day, week, month and quarter to achieve your revenue goals, and
motivate yourself to take action!

With the Fast Track Sales Strategy your business becomes a money-making machine
that you can speed up or slow down depending on the amount of work you want to do
and the income you desire.

This program will walk you through creating a customized sales strategy
perfectly suited for you and your business, including:

● Deeply understanding your clients, their needs and what you mean to them
● Finding your target market quickly and easily (online & offline)
● Communicating in a way that gets your ideal clients jumping at the chance to
work with you
● Establishing revenue targets on a quarterly, monthly and weekly basis
● Identifying behaviors and milestones so that you’ll know if you’ve veered off-track
with your sales efforts before it’s too late to change course
● Executing on lead generation strategies that actually excite you
● Leveraging every sales action you take in a focused way to ensure you enjoy the
most amount of revenue with the least amount of sales effort.

Here’s What is Included in the Fast Track Sales Strategy Program

The 6 month Fast Track Sales Strategy Program includes:

● 1 VIP Strategy Day 1-1 with Shannon (in person Vancouver/Whistler or Online)
● 5 Progress & Accountability Calls (1 per month for 5 months)
● up to 1 hour of review time (Shannon will review and give feedback on your
strategy)
The target market for fast track market:
The target market for FAST TRACK MARKET are youth between the age of 18-35 ages
including working adults and the post graduates students of both metros and mini metros. The
fast track user wears branded jeans ,shirts ,sunglasses and branded informal shoes. They target
the personality that of a young energetic , achievement oriented person .they are very fashion
oriented and always try the new things.

Fast track is for people of today. This range is broadly aimed at young Indians looking for
watches which are stylish and fashionable .With the attention of making it more youthful and
relevant to the changing time.

A collection of watches will contemporary styles that are young and distinctive. Designs that go
from the relaxed and informal to the definitely sporty. The woman's collection presents the all
new international `Frosted' look, which is trendy and chic. The Fastrack collection has elements
like cool mesh straps and features that include EL back-light and dual time. Also presenting a
range of fashion digitals in contemporary wrist hugging cases with oversized displays and
features that include countdown timers, chronographs, lap timers, hourly chime, alarm and Hi-
light glow.

Strategies used to influence the target segment.

DIFFERENTIATION

Fast track watches are developed in such a way so as to enhance quality and features to increase
buyer value. This is a perfect example of differentiation through technological leadership and
product technological change. Fast track creates competitive advantage through differentiation.
The first concentration is on technological leadership.

STYLES

Fast Track was first in India to introduce the `style' concept for the young generation. They
projected the watch as a fashion accessory. Style is a very evident factor in Fast track watches
and is a part and parcel of the company. Fast Track watches are shapers and not adapters. Over
the years Fast Track had built a formidable distribution and support network. Titan's customer
orientation was reflected through their advertising campaigns. By providing a lifestyle
product(Fast Track), Titan not only got a premium but also convinced consumers to buy multiple
watches.

MODELS IN PRODUCT LINE:

Today Fast Track offers the best and the biggest range to choose from offering from the scratch
to the highest level in watches. With offering such a variety of models. Fast Track provides
variety to the customer and still is able to segment itself creating not a niche but its ability to
segment takes it a step further in terms of its product offerings.
Different promotional tools used and the strategy behind using these tools.

For the promotions of the fast track, titan is indulging in various promotional activities like
creative advertisement. In the very initial stages fast track introduced a contest on
cartoonnetworkindia.com which invites children to use their creativity imagination to design a
watch. The winning design was launches as e new watch in the summer 2002 collection and the
winner received the first watch of this collection.

Promotions tools:

Sponsorship:
They are involved in sponsoring major events, cultures and other fests in colleges, schools and
national wise happenings. This way of the promotion gives it the extra mileage to increase its
data base by directly tapping the customers to convince them about the brand.

Seasonality:
Fast track brand is promoted in the months of June -august when schools and colleges re-open
and since these watches cater to the segments of youth, these watches get the extra mileage on
the sales if promoted during these seasons.

Occasions:
Titan is one of the companies which formally believes in the policy of promotion the product
based on the occasions of the calander.Not only the promotions of the existing products is done
on these occasions but new products which would sell like hot cakes are launches for the sole
reason it creates an impact in the minds of customers and appeals to the occasion thus making it
even more special..
They also focus on the gifts with the purchase of the watches. TITAN launched the THE BIG
HEART OFFER FROM TITAN FASTRACK where fashionable jewelry was a gift on purchase
of any Fast track watch. This jewelry set of a pendant and earrings is contemporary and unique in
form and material, with steel and acrylic being used together for stunning effect. This was
launched for Valentine ’s Day.

Banners -hoardings:
It is difficult to see Titan's fast track hoardings displaying its prominence in the streets of the
urban city. The prime locations, next to dealer’s outlets hoardings with attractive, clear, simple
but catchy slogans are put up and a particular product or sometimes the name in general.

Promotion through contests:

They are tied up with various magazines, televisions, outlets where titan gifts could be own for
winning the contest .one of them is the week magazine where one could win TITAN watches and
also many magazines offer many watches depending upon their needs.
Which strategy out of Pull or Push is used and why?
Fast track always apply the Pull strategy for the promotion or the success of their product in the
market. They have created the useful image of their product in the minds of the customers
.actually they target market are youth and the fast track watches are made according to their
living styles ,so its this strategy has very good image in their minds .
A "pull" selling strategy is one that requires high spending on advertising and consumer
promotion to build up consumer demand for a product. The same in the case of the fast track
watches, look at their promotions strategy, they are too keen towards the promotions of their
watches and spend the huge money in their promotions tools like promotions through contests,
sponsorship in various functions, promotions in various seasons, banners -hoardings.
Fast track this pull strategy is highly successful, the customers go to retailers or showrooms and
ask them for the particular fast track watches because they have already created the image by
various promotions and watches features and this motivates them to apply only the pull strategy.
so this creates the demand the fast track demand.
Reasons for pull strategy:
Sponsorship: They are involved in sponsoring major events ,cultures and other fests in colleges,
schools and national wise happenings
They also focus on the gifts with the purchase of the watches.
Seasonality: Fast track brand is promoted in the months of June -august when schools and
colleges re-open.
Occasions: Titan is one of the companies which formally believe in the policy of promotion the
product based on the occasions of the calendar.

So from the above mentions activities we can analyse that they spend high on
advertisement and consumer promotions to build consumer demand for the
fast track watches.

Critically Appraise the Promotional strategy of your selected brand.

The fast track watches are positioned as cool watches from titan and as the youth face of the titan
brand .The promotions activities of the brand also reflected the heavy fashion of the watches.

As their target market is youth between the age of 18-35 and the customers between this age are
very fond of stylist watches and also fashionable one. so the fast track is the best choice for them.
Not only with the features of the fast track but the promotions have strategies or activities also
played the vital role for their success.

Fast track this pull strategy is highly successful, the customers go to retailers or showrooms and
ask them for the particular fast track watches because they have already created the image by
various promotions and watches features and this motivates them to apply only the pull strategy.
so this creates the demand the fast track demand.

In their promotions they tried to touch every aspects of their target market and that's why they
spend huge money on their promotions activities like Sponsorship. They are involved in
sponsoring major events, cultures and other fests in colleges, schools and national wise
happenings. Because to attract their young school college customers.

They also focus on the gifts with the purchase of the watches. This promotional activity is
something different and youth are very fond of gifts etc.

Seasonality: Fast track brand is promoted in the months of June -august when schools and
colleges re-open. It is one of their best promotional activities to attract at the time of opening of
the schools and colleges. At that they are willing to shopping type of activities

Occasions: Titan is one of the companies which formally believe in the policy of promotion the
product based on the occasions of the calendar. On various calendar dates, they use various
activities to promote their activities.

So on the whole we can analyse that they are very keen for the promotional
activities of their product. And the promotional activities are the best whether
for special occasions or for seasonality.

AWARDS AND ALLOCADES: Over the years Titan Company has received several
prestigious awards and distinctions. Some of the recent and most noteworthy recognition's are:

Corporate

• Selected as Best Employer for "National Award for the Empowerment of Persons with
Disabilities - 2014" by Government of India
• Titan ranked among the 100 most sustainable corporations in Asia in the Channel News Asia
Sustainability Ranking 2014.
• "Champion of Champions" award at the 8th Loyalty Summit for the Encircle Loyalty Program.
2014
• Top Indian Company award under the Gems and Jewelry Sector at the Dun & Bradstreet
Corporate awards, 2014
• "Hall of Fame" award at 12th Franchisee Awards 2014 by Franchisee India

Watches

• Award at the CII 24th Kaizen national awards for assembly casing team
• "Good Design Award 2014" by design Council of Japan for Skeletal Edge
• "Best Product design of the year-Watches & Jewelry" award by Red Dot for Skeletal Edge for
2014
• Bronze medal at the Indian Effie’s Award for Fastrack

Jewellery

• "Most Admired retailer of the year" award in Jewelry Category by Images Retail Awards.
• Tanishq wins Global Awards for Excellence in Quality Management & Leadership by World
Quality Congress.
• Tanishq is the first Indian Brand to enter the list of top 30 Best Retail Brands in Asia Pacific
and stands at # 13 as per Interbrand.

Eyewear

• Award for Customer service excellence at Golden Globe Tigers Award.

• Gold & Silver Awards at TRRAIN (Trust for Retailers and Retail Associates of India) Retail
Awards.
• Gold Award in the Outdoor Advertising Convention 2014.

Precision Engineering

• Precision Engineering, Hosur wins three State Safety Awards announced by Tamil Nadu
Government for 2013.
FINDINGS AND SUGGESTION:

FINDINGS:
1. Majority of respondents are aware about the various range of products provided by Fastrack
Watches through advertisements‘.
2. Majority of the respondents agreed Fastrack watches and other Titan brands only differ
in price range
3. Majority of the respondents felt that Fastrack watches are good than its competitors
4. Majority of the respondents used the Fastrack watches for more than 1 year.
5. Majority of the respondents agreed that Fastrack watches are affordable.
6. Most of the customers felt that customer service personnel have good knowledge about
the product.
7. Majority of customers are not satisfied with general behavior of customer service personnel
because the product range of Fastrack is vast and it is difficult for the service personnel to give
proper service aids to Fastrack watches.
8. Majority of customers use Fastrack watches only, this shows that loyalty of customers enjoyed
by company. This strong customer loyalty is laying an effective foundation for Fastrack watches.
9. Most of customers are not satisfied with Fastrack‘s customers‘
Enquiry, so Fastrack should give proper knowledge & awareness to their staff regarding their
products &services so they can give sufficient clarification for all queries that arise from
customers.
10. Most of respondents are demanded that Fastrack should better its customer care with more
pleasing nature, willing to help them etc. in order to attain the customer satisfaction.
11. Majority of customers are satisfied with product range of bank. It will help the brand to
establish new leads & to have new customers with reference to their existing customer
12. Majority of customers disagree the fact that they will purchase rival brand, it show the
Fastrack providing excellent service and products to their customers to keep its customer & to
survive in competitive environment.
13.Study shows that Fastrack watches website have excellent rating and it can be
further improved again by including detailed information of various vouchers, offers
& promotions related to their product

SUGGESTIONS:
1. Customer of Fastrack watches is well known about the product range provided by the brand.
2. From the survey it is clear that majority of the customers were young people and the
advertisements, products offered by Fastrack watches exactly matches the demand of youth. This
makes Fastrack watches ahead of its competitors
3. From the survey it is clear that service quality offered by the Fastrack brand has a good
influence on customers. So Fastrack should improve its customer service quality to retained
satisfy customers
4. In order to improve its sales, ad promotion should be taken care, excellent customer care
should be provided and also it should reduce its service time.
5.There is so much percentage of customer are dissatisfied with general behavior of customer
service personnel, so they should be given proper training to improve the quality of service
6. Often the product range displayed in the ads is not available in stores, so it should be ensured
that product ranges are available as soon as possible. Or the website should provide a solution
like e-tailing.
7. Due to emergence & tough competition from rivals Fastrack watches should soon implement
online ordering and selling. If cash on delivery scheme is implemented it can enhance sales
8. For common doubts & queries suitable recordings can be made. Queries &recommendations
can be uploaded in website of Fastrack.
9. Website of Fastrack can be improved again by including detailed information of new
Products, offers & promotions. It should also provide Customer‘s feedback option while
They use online

CURRENT STATUS:

At present, Fastrack, keeping in mind that it wants to be the ultimate fashionaccessory 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 maintainingfreshness in its
communication. Most of the Fastrack ads have beenrefreshing. The adaptation of the 360 degree
approach in its communicationand the use of social media have helped it become the ultimate
fashionaccessory of the youth.

In order to satisfy the want created in the market, Fastrack has its presencethrough 6000 outlets
across 800 towns including 228 strong World of Titannetwork, 122 Large Format Chain stores,
i.e., Shoppers Stop, Lifestyle,Central, Westside, Pantaloons and Multi-brand watch outlets.One
can notice this brand in the wrist of most of the students. The brand hadsuccessfully established
itself as a fashion accessory rather than as a watchwithout compromising on quality.

QUESTIONNAIRE:

[For all the questions, you can choose more than one option. The options are sameas question1]

1.Of the following, what brands are you aware of?

a.Fastrack
b.Timex
c.Casio
d.Maxima
e.Seiko
f.Esprit
g.Swatch
H.Non branded fancy watches

2. What price do these watches start at? (Name the start price for as many as you know)

3. If you were to gift a watch to your friend, which watch would you pickup? Which watch are
you most likely to wear on these occasions?
4. Formal social gathering
5. Informal social gathering
6. Regular college
7. Official gathering
Name the brand/s for which the following attribute would be a motivator:
8. Availability
9. Variety
10. Price
11. After sales service Which brands would you associate with the following attributes?
SUMMARY:
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.

Fastrack was constantly refreshing the designs, but the sales were stagnant. The trouble lay with
the price; the consumers were not willing to pay Rs 1200 – 2700 for a watch that did not have the
executive image.

In 2005, the brand went for another repositioning exercise with a new logo and a new
positioning. They adopted the famous break-away positioning of Swatch and decided to again
target the youngsters, the Generation Next. But for this they had to break the price barrier. The
brand discarded the steely look of the watches and looked at a mix of plastic and steel. It was a
perfect cut-copy from the strategy adopted by Swatch. By doing so, Fastrack was able to reduce
the starting price to Rs 500 and was available in a price range of Rs. 500 – Rs2000. For its
positioning, Fastrack captured the essence and philosophy of today’s fun loving, free spirited
youth through the new positioning encapsulated in a tongue in cheek colloquial phrase -“How
many you have.” Thus they launched a campaign with the slogan “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
fashionaccessory.Fastrack was now positioned as the ultimate fashion accessory for the youth
– variety, multiplicity and constant excitement being the order of the day. They also revealed
a new logo signifying the spirit of bonding among today’s youth.

Titan also earmarked Rs 8 crore (Rs 80 million) 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 top30 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
35crore. The sunglasses also contributed significantly to this sales boost.
CONCLUSION
o Titan is the market leader in the Wrist Watch Market , India
o Fastrack on of its most successful and profitable brand
o Even after the entry of the other player, Fastrack in its segment remains largely
un-threatened and expansions of its product line shall ensure that it remains a
strong player in the coming decades.

On the growing influence of globalization on the Indian watch industry, a number of global
manufacturers are coming into the Indian watch industry. In such a dynamic environment
Fastrack need to be more quality conscious since the products offered are almost similar by all
the watch manufacturers in the industry. Fastrack needs to take serious efforts to make
itself competitive and stable in the dynamic market situation by focusing on the service
qualityaspects.Gaining and maintaining consumer preference is a battle that is never really won.
BIBLIOGRAPHY:

1. Philip Kotler (2006) ,―Marketing management‖, 10Th edition.

2. Kothari. C.R.(2005), ―Research Methodology Methods and Techniques‖, 4thEdition
3. L R Potty (2011), ―Research Methodology‖
4. Barry, Ann Marie Seward. (1997). Visual Intelligence: Perception, Image and Manipulation in
Visual Communication
5. Kotler & Keller (2008), Marketing management, 8thedition