Professional Documents
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Table of Contents
BEHAVIORAL
Occasions
Benefits
Female
More than 35,000 per month
Working Independent woman
Social meetings
Confidence, Self-Expression
Primary Target Group: Feminine, yet independent woman who is confident and has free
thinking attitude
Positioning: Elegant, Sophisticate, exclusive (unique in design), jewelry like accessory and
symbol of self- expression, independent thinking and modern lifestyle
Raga watches are a collection of elegant, delicate, and feminine qualities with each piece being
truly unique. The same is even reflected in its promotions.
Advertising films:
In 2014, Titan rolled out an ad film for its line of Raga watches.
The film was conceptualized by Ogilvy and Mather Bangalore.
The film features Bollywood actress Nimrat Kaur. Raga is a
reflection of the modern woman progressive, confident and
passionate. Todays women are independent and free spirited and
the ad tries to define this new dimension. Raga broke this
stereotype with its consistent portrayal of a spirited woman with
an air of sensual power. #Herlifeherchoice
When
is
the
right
time
to
get
married?
Segmentation
DEMOGRAPHICS
Age
Family Size
Occupation
PSYCHOGRAPHICS
Lifestyle
Personality
Sport-Oriented, Outdoor-Oriented
Fashion Conscious
BEHAVIORAL
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Occasions
Benefits
Regular
Economy, Fashionable
Fastrack, the youth brand from the house of Titan Industries, made a modest beginning in
1997, with a small collection of watches targeting the younger side of Titans audience
early jobbers in the 23-30 years age group. The positioning was along the line Cool
you have?
It is present in the market with a variety of sporty and funky products. It is on the edgy-
buzzy side of style and the demand for style from a generation that is younger.
Their advertising theme clearly reflects at breaking the stereotypes and going beyond the
conventional.
Lying in the price range of 500-5000, it has a niche audience and targets the young-at-heart
and people who are fashion conscious but are price sensitive.
commercial. This made the campaign go viral as users shared the videos with their
friends to get more views.
2. ADVERTISING: Fastrack promotes itself as- Fashionable and trendy, affordable and
attractive to the young consumers. Fastrack always comes up with encouraging themes
like Never have a never have I ever moment and Move on that are in line with
the brands irreverent core. Fastrack was promoted with the slogan "Cool Watches from
Titan to compete with Timex after they parted way. Fastracks provocative, tongue-incheek advertising, its unique & affordable designs & its quick extension across
categories ensures its popularity with the urban youth audience, making it one of the
fastest growing fashion brands within the country. 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. It focuses on youth looking for unique and catchy
designs. The appeal of the advertisements is usually youth oriented and motivating
towards being stylish. The brand had successfully established itself as a fashion accessory
rather than as a watch without compromising on quality.
endorsed are the ones which project a youthful personality like John Abraham, Genelia
D Souza, Virat Kohli. Fastrack billboards can be found put up all over major cities. It
also does trade shows during the festival area through which they engage the youth and
make them aware of the brand. Public displays like the colorful and lively bill boards
play an important role in promotion.
3. SALES PROMOTION: Fastrack has used various creative advertising methods to
advertise and attract maximum population. It started with gifts on purchase which
included fashionable jewelry. This was launched for Valentines Day and was kept
limited in offer in four designs and 300 in number. These watches were designed is steel
with leather straps in the colors of the season black, red and silver. The promotion was
in Mumbai, Delhi, Pune and Bangalore from Feb 114. Fastrack always come up with
sales promotion during festival seasons and special locations. They provide 20% -40%
discounts on all its watch ranges.
4. DIRECT MARKETING: Fastrack website is the tool they used to attract the youth, the
pictures displayed on the website creates curiosity and interest towards the product.
The company frequently runs various online campaigns on its Facebook page to create
the buzz about the Fastrack and generate the interest of the young crowd. Several of their
campaigns have also gone viral. Fastrack range of watches are available for purchase on
several e-commerce sites. Fastrack range of watches are also available on its own
website (Fastrack.in, Titan.co.in)
5. PERSONAL SELLING: 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. Fastrack has its presence through 6000 outlets across 800 towns
including 228 strong World of Titan network, 122 Large Format Chainstores, i.e.,
Shoppers Stop, Lifestyle, Central, Westside, Pantaloons and Multi-brand watch outlets.
They can also delve upon history to relate itself with historical figures which resonates with the
brand Raga. Like Marie Currie, Kalpana Chawla etc.
Titan has been successful in carving 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 positions itself as both trendy and
affordable range. Fastrack has taken the challenge of combining both the features to
offer a greater value proportion to its customers.
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. The
communication promoted the idea that owning several watches is acceptable, if not a
required behavior.
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 demand. Promotions has 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.
Sseasonality: 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.
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Occasions: Titan is one of the companies which formally believes 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. They also focus on the gifts with the
purchase of the watches. These promotional activities is something different and youth
Fastrack's list of talked-about campaigns include 'Sorry for What', 'Just Be', 'Dump
Them, Move On', 'Livein', 'Keep Trippin', 'Move On', 'Closet' and 'Mature is In'. Each
campaign tries to interpret the brand thought, 'Move On', in a fresh way
The campaigns, the positioning and the price is a great hit with core brand values as
Fashionable and trendy, Affordable Pricing, Fresh Communication to attract the
young consumers
Fastrack has been maintaining its image by continuously maintaining freshness in its
communication. Fastrack has been successful in capturing 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 has 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
Negatives
Low price generally ignites negative connotation and thus people want to buy the
Recommendations
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mouth.
Increasing the frequency of contests on social media to keep the youngsters interested
and create the buzz.
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