Fastrack was launched in 1998 as a sub-brand of Titan. It was spun off as an independent Accessory brand targeting the urban youth in 2005. With a vision to become a complete fashion brand for the youth, Fastrack quickly extended its footprint to sunglasses in 2005 & then Bags, Belts & Wallets in 2009. Fastrack’s provocative, tongue-in-cheek 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. Its growing presence on Facebook – a fan base that now touches 6 million, keeps it in touch with its audience. With enough categories to fill up a store, Fastrack ‘moved on’ to open its exclusive store chain for its young consumers across the country. The store is positioned as a complete accessories destination with all Fastrack gear under one roof. The first store was opened in Pune in 2009; which has now grown to over 150 stores. It tapped in a market that was fresh and relatively untapped by understanding the right need of providing the youth fashionable branded accessories which wouldn’t hurt their pockets. True to their promise, fastrack has consistently come up with new designs at an affordable price. The success in watches led to brand extension into other accessories market ranging from sunglasses, belts, bags, caps and wristbands and today it’s the largest selling sunglasses brand. Its promos were catchy, the campaigns 'how many you have men" and "move on" tapped the right emotions. The brand has big plans as it has expanded its distribution network apart from selling through TITAN stores, It now retails through store-in-store models, watch retailers and other departmental stores. It has started their standalone retail shops of fastrack products at all the major cities and aim to reach 50 stores by this year end. This is one brand which has got its STP right. The TG is trendy, ambitious, thinks big and wants branded stuff which their friends recognize and fastrack priced it rightly with watches starting from 699/-. Fastrack has excellent brand recognition across all its products and is a cult among the youth, the brand should start a new campaign promoting their website and allow users to build their own communities across all its products. This would serve following purposes . 1. Create loyalty for its products and Enable communication of proud Fastrack owners using similar products. 2. A platform to upload their pics on the site (sporting Fastrack products) and allow other users to rate & comment on how cool they are! 3. When the user logs in, the brand can promote its new collection, In this way it can cross sell to its existing base of loyal customers.

1. Submitted by : Group No 5

2. Executive Summary
• Sub Brand of titan
• Market saturated with designer labels
• Carved a niche for itself in the youth accessories market
(watches,sunglasses,helmets,belts,bags,wallets,apparals,giftcards)
• Designs that are refreshingly different, casual, eclectic & fun
• Prices that don't burn a hole through the pocket
• Targeted at Generation next.
• Taglines “move on”

4. Product Range
Current
• Watches
• Bags
• Sunglasses
• Belts
• Wallets
• Motorcycle Helmets

6. Our Vision
We create elevating experiences for the people we touch
and significantly impact the world we work in
We will do this through a pioneering spirit and a caring, value-driven
culture that fosters innovation, drives performance and ensures
the highest global standards in everything we do
Our Mission

7. Our Values
• Total customer orientation Customers take precedence over all else,
always.
• ‘people first’, Company recognizes the strength and contribution of
people in the company's success and growth.
• Integrity do the right thing be honest be ethical.

8. Fastrack Traits
• Trust
• Quality
• Style
• Comfort
• Durability
• Fashion
• Youth
Fastrack is synonymous of :

9. Why should Fastrack enter
into this business?

10. The total retail market is estimated at US$ 545 Bn in 2013.food and grocery segment is the
largest retail category with 70% total retail market followed by apparel sector
Source -Techopak analysis
Market Estimation

11. • Based the questionnaire and the designs presented we got the
following responses
• Sample taken was 100000 young people from cosmopolitan
states(Pune ,Bangalore ,Noida ,Gurgaon)

12. Questionnaire
• questions.docx

14. Competitive Analysis
Sl No Important
Prospectus
Fastrack Basic Flying
Machine
Wrangler Levi’s
1 Price ++ + - - -
2 Quality + + + + +
3 Style ++ + - + +
4 Availability - + - - -
5 Prestige + - + + +

15. Competitive Advantage
•Fastrack never compromises on quality.
•Fastrack produces most number of styles in its price range compared
to its competitors.
•Fastrack is using the latest technology in its production units.
•Fastrack is concentrating on a specific age group which is in moderate
income hence keeping to lower cost.

16. Environmental Analysis
•PESTEL ANALYSIS
•SWOT ANALYSIS
•Porter’s Five Forces Model

17. PESTEL Analysis
Political
•Taxation policy
•Trade restrictions & Tariffs
•Government Stability
Economic
•Rate of Inflation
•Wage Level
•Level of Unemployment
•Level of economic development

18. Social
•Level of social cohesion
•Growth rate of youth population
•Education
Technological
•Energy availability & Cost
•Innovation System

19. Environmental
•Sustainable Development
•Less pollution(cfc emission)
Legal
•Competition Laws & Policy
•Employment Law

20. S.W.O.T. Analysis

21. STRENGTHS
• Popular among youth.
• Provides value for money.
• Trusted for quality.
• Providing unique special
collection.
• Skilled & Innovative labor
force
WEAKNESSES
•Not associated to maturity
•Wrong assumptions and
forecasts.
•New Set up cost of plant

22. OPPORTUNITES
• Price Competitiveness
• Greater penetration with in
industry majors like Flying
Machine, Levies & Gap
• Huge market and demand is
unlikely to change.
• The young independent
individuals are trendsetters &
fashion oriented
• Youth of India are far more
brand conscious than their
predecessors.
THREATS
• Many foreign players entering in
the race.
•Inability of organization to
forecast market conditions
• Too many players will dilute the
market & the profit margin.
• Increasing the price of the raw
material like cotton, stitching
accessories

23. Porter’s Five
Forces
Model

24. Marketing Plan :STP
USP:
Fastrack is a mid-market brand. Our biggest USP is that we offer world-class quality, a variety of
world-class fashion at very affordable prices. We understand the need of youth as we are
constantly innovative.
Demographical:
•Age (18-35)
•Gender (M/F)
•Income (Mid Level)
Segmentation:
Psychographic:
•Life style (Casual)
•Activities (College going)
•Personality (Out going)
Behavioral:
•Occasions
•Brand loyalty
•Usage rate
•Benefits (Add-On)

25. Positioning
•Whenever we think of Fastrack,
what comes to our mind is “
MOVE ON"
•Fastrack positions itself as both
trendy and affordable range for
youth.

26. 4P’s of
Fastrack

27. 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
Place Strategy :
•Selective distribution Network
•Inventories: Delhi, Bangalore,
Kolkata, Mumbai
•Launch with145 exclusive brand
outlets, 278 Large Format Stores like
Shopper’s Stop and Lifestyle,
and 400 Multi Brand Outlets
nationwide.

28. Pricing Strategy
• Midlevel Pricing for Urban
Audience in Tier I and II
cities
• Products range from Rs
650/- to Rs 5,000/-
• Price Strategy –
Penetration
• Discount

30. Promotional Strategy
Public Relations
•Facebook page
•You Tube Channel
•Twitter Page
Advertisement
•Web ads
•Hoardings
•TVC
•Youth Magazines
Sales Promotion
•Discounts
•Coupons
•Broacher
•Events & Competition

31. • Price is one of the important part of business.
• Fastrack offers best wide range at inexpensive prices.
• The pricing is mid level between 650 to 5000.
Finance

32. • Limited colors and designs
• Advertising and promotion
• Technological advancement
• Vertical integration (suppliers of textile)

33. Monitoring Brand Presence
• Social Mention
• Designing interactions across the consumer
decision journey
• Making data and discovery a nonstop cycle
• Monitoring interest of rival company
• Media monitoring

34. GROWTH Potential

35. Future Plans
• Targeting three-fold growth in revenue in 6 years, Rs. 14,000 crore
• Plans to add 50 more exclusive Fastrack showrooms.
• Tapping into the huge opportunity in International Markets