Brand Audit- Fast Track

Fastrack was launched in 1998 as a sub-brand of Titan. The brand entered the market

saturated with International designer labels and has carved a niche for itself in the youth

accessories market (watches and sunglasses), with designs that are refreshingly different,

casual, eclectic & fun with prices that don’t burn a hole through the pocket.

Targeted at Generation Next, the brand captures 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”? Fastrack is positioned as the ultimate fashion

accessory for the youth – variety, multiplicity and constant excitement being the order of the

day. The brand revealed a new logo signifying the spirit of bonding among today’s youth.

CURRENT STATUS

At present, Fastrack, keeping in mind that it wants to be the ultimate fashion accessory for the

youth has adopted the following core brand values:

1. Fashionable and trendy

2. Affordable Pricing

3. Fresh Communication to attract the young consumers

Fastrack has been maintaining this image by continuously maintaining freshness in its

communication. Most of the Fastrack ads have been refreshing. 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.

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.

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.

CREATIVE ADVERTISING

From Titan Fastrack where fashionable jeweler was a gift on purchase of any Fastrack watch.

This jewellery 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 where the name scheme, The watch being advertised for (Fast track) as it

pertains to the youth, jewellery (for the youth), valentine’s day (more so for the youth) and

adding to the excitement is a limited edition FASTRACK VALENTINE'S COLLECTION

that is being made available in four designs. Only 300 watches of each design will be on sale

across cities during this fortnight.

These watches are designed is steel with leather straps in the colors of the season – black, red

and silver. The dials are in matched colors with heart patterns, making the collection a true

blend of fashion and romance. "Young couples are looking for new ways to discover their

relationships and this set of special watches and matching jewellery from Fastrack, gives

them just the reason to do so.

The most interesting thing in all these Ads was the last statement “HOW MANY YOU

HAVE” which has a hidden strategy i.e. it is influencing buyers to have more than one

watch. Most of the people use a single watch at a time but Fastrack influenced people by

its Ad to use more than a single watch that may be according to their get up or their style.

PRICING

The price of the models of Fastrack ranged from Rs.550 to Rs 2,430 and was designed

exclusively keeping in mind the Generation X of the subcontinent.

Titan’s primary pricing objective is to kill Competition. Being an Indian manufacture and

infusing the advantages of the Indian market with the dynamics of the western market the

company has carved itself a place difficult to achieve by foreign players.

PROMOTION

1. Advertising

2. Public relation

3. Sponsorship

4. Seasonality

5. Promotion through Contests

ADVERTISING MEDIA

• Television

• Print

• Internet

PUBLIC RELATION

• Gift concept

• Promotion On Occasions

Bollywood rock star John Abraham was the brand ambassador for Fastrack.

Fastrack has recently 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.

Most of its advertisements were dominated by youth.

Fastrack brand posses a excited and rugged personality.