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Fastrack Brand Analysis
BRAND BUILDING ASSIGNMENT

Shivangi Srivastava, Ushwin Chrungu, Ruchita Patil
TYBMM | ST
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Brand has a diverse portfolio
Products are available through stores, supermarkets and even e-commerce site
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The brand stock is now reported in accordance to
Fastrack Watches
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1) HEREDITARY STRENGTH:
 Root Product: Fastrack Watches
 Brand Value: Fashionable branded accessories
 Equity:
- Logo:

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- Tagline: “Move On”
‘Cool’ brand, young, colourful, stylish and free spirited: All about modern Indian youth
Trendy, yet reasonable
Fast changing, out of the box designs
Talks the language of the campus

2) MARKET FORCES:
A
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B
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Students constitute the largest segment of their target audience
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500 to Rs
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2

C
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Fastrack being launched under the flagship of Titan, owned by Tata (world’s fifth
largest and India’s largest watch manufacturing company), inherited the high
reputation in India, with the strong backing of the parent brand
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It has a good distribution network with over 250 Fastrack stores across 50 towns
with Titan Service Centres across India
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Around 70% sales in the watch industry of India occurs in the price range below Rs
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None of the competitor foreign brands like Swatch or Casio have had the
presence in this price segment, which gives Fastrack a major sales advantage owing
to the 450 million millennials who buy these watches
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Fastrack has left no wheel unturned in the manufacturing of watch varietals,
ranging from stopwatch, alarm clock to calorie tracker and other such features at
reasonable rates, whereas the competitive brands provided them at expensive
rates
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Lack of product innovation considering the existing collection
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Intense competition means limited market share of Fastrack products
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Global penetration would help Fastrack grow and target youth worldwide
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India is under penetrated market for watches yet has youth potential for a long
time demand in the huge market
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People today are using watches as a fashion accessory which means more
demand for Fastrack, for it is known for its innovative designs
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Youth of India (the TA of Fastrack), are far more brand conscious than their
predecessors
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Youth segment is price sensitive
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Entry of foreign players like Diesel, Citizen and G Shock has led to overcrowding
of promotional spaces digitally
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3)

CONSUMER BIODATA:
A
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These people have limited amount of money to spend
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B
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Thus, they want to make smart investments, where a
product can give quality, look good and can be bought at reasonable prices (without
burning a hole in the pocket)
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C
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In the age of mobile phones, watches are used more as a symbol of modern
culture, looks and values, than its basic functionality of telling time
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They are fashion
conscious but also price-sensitive

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