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Titan branding
1. PRODUCT PORTFOLIO
Redefining the market in fact is pretty much core to Titan's success since its inception in 1987.
At that time, the watch market comprised primarily mechanical watches, and the government-
owned Hindustan Machine Tools (HMT) was the only significant branded player. HMT's
watches stood for accuracy and robustness -- and for the consumer, the sturdy watch was just a
functional time-keeping device.
Titan entered the market with two key differentiators: One, it brought in quartz watches, which it
promoted aggressively, and two, it introduced the element of style -- which until then was
missing in this segment. There were other firsts, too, that Titan introduced in the watch market: It
ushered in a completely new retail experience, brought out advertising with aspirational value
and offered after sales service in a showroom environment.
Among the organized players, Titan leads the pack with a lion's share of around 11 million units
across its watch portfolio of four brands: the flagship brand Titan (addressing the mid- and
premium segments), Sonata (the budget segment), Fast Track (the youth segment) and Xylys
(Titan's top-end, Swiss-manufactured brand). The second-largest branded player in the Indian
watch market is Timex, with a market share of around 7%.
The width of Titan industries include Eyewear, watches, Precision Engineering and Jewellery.
Width
of titan
industri
es
2. Length of Titan Watches
Sonata:
This is Titan‟s most basic range, offered reliable, everyday working watches reasonably priced
between Rs 350 – Rs 900. it has a brand image of being reliable and of confidence among the
customers.
Edges:
These ultra-slim watches are marketed as being “Truly World Class” which stands for the
philosophy of "less is more. This offering from Titan is more sophisticated and elegant looking
watches for the urban class of people who are more image and status conscious .
Insignia:
It is an eloquent fusion of design, craftsmanship, and precision engineering and is priced between
Rs. 4000 – Rs. 7500. An Insignia is 10 times more complex than a regular Titan watch,
incorporating the best of materials, high graded anti-allergic steel, scratch resistant sapphire
crystal and special hard gold plating.
Nebula:
Marketed as the “Jewellery collection from Titan”, Nebula is targeted towards affluent men who
consider wearing gold jewellery. It is basically a symbol of status. Magical blend of most
coveted of metals, Gold and craftsmanship. It is marketed as a “watch for discerning individual”
positioned as a gold jewel.
Regalia:
It is positioned as eye catching and a magic in gold for the customers.The watch uses the unique
combination of gold and bicolour looks representing the essence of dress-wear. In India, gold-
look is associated with status and is basically for formal look .It is targeted towards affluent
businessmen.
Royale:
“Collection of designs that suit everyday wear”. Royale with its gold plated case and golden
straps represents a formal every day watch targeted towards the employees who can‟t afford
multiple watches for occasions. The watch includes designs from simple to dressy eveningwear
switching between informal and formal looks based on the place and situation.
3. Titan Fast Track
Earlier Fastrack was targeted at 20-25 year olds and positioned along the line "Cool watches
from Titan". Then the company found out that the youth in the age group of 11-20 years
account for 42% of watch buying in India. Based on this insight, the company relaunched the
brand lowering the target segment to 18-30 year olds with the baseline “How many you have?".
Again the strategy aimed at promoting the multiple watch owning concepts. The current tagline
is “Move on”.
Fastrack also launched a range of fashion accessories like Sunglasses trying to be a lifestyle
brand. The Fast Track personality is that of a young, energetic, achievement oriented person,
who seeks to express his or her individuality by braking free from constraints of formal
environment, without being a rebel. In 2005 Fastrack was repositioned as a separate entity
within the Titan family. The Fastrack range is seen as being contemporary, sturdy and reliable.
The advertising, packaging and merchandising of this range is young, vibrant and „cool‟
Raga
These are exclusive watches with design elements which is feminine and sensuous accessory for
today's woman. An exciting collection that incorporates traditional Indian motifs, with such
innovation as interchangeable straps and a unique three in one watch. Designed exclusively for
use with Indian women‟s formal wear such as sarees and salwar kameezes, this range is truly one
of a kind and has no competitors in its segment.
Octane
Titan has launched the Octane collection of chronograph, multifunction and retrograde watches
for the urban man. The range is described as blending style and technology.
Depth of brands
Titan
watches
Raga Nebula fastrack
Adventure
Hiphop
Army
Denim…etc
Hazel collection
Raga-diva
Raga shimmer
Hazel collection
Raga-diva
Raga crystal
Nebula zeus
Duet collection
Nebula celeste
Raga-diva
Raga crystal
4. Product quality
Product quality measures
Titan manufactures its own watches in a fully Integrated Manufacturing facility and five
assembly
units in India Because Titan manufactures 80% of its own watches, the quality standards are high
and controlled through every step of the manufacturing process Titan‟s engineering expertise is
one of the best in the world and holds the record of making the slimmest watch movement and
watch in the world
Certified under ISO 9001 in Dec.‟94
ISO 14000 certification in 2002
TS 16949 certification in Feb „05
The testing facilities titan offer include in circuit testers, automatic online inspection equipment,
solder thickness measuring systems and various other functional units. They are also bestowed
award for excellence in total productive maintenance. And ELCINA-DUN AND BRADSTREET
award.
Worldwide guarantee
In the process of manufacture, each component of Titan has been subjected to a series of strict
quality tests. We are therefore able to guarantee the watch against manufacturing defects for a
period of Two years.
To facilitate innovation, we opt for external expertise from leading consultants like McKinsey,
Quadra and Interbrand. The cutting-edge business excellence tools such as Tata Business
Excellence model based on the Malcolm Baldrige Criteria for Excellence, total quality
management, 360-degree feedback process and benchmarking.
The innovative technology combined with unique, simple yet stylish designs. Their durability
and stellar performance under various environmental conditions not only makes them to be in
very high demand, but it also makes them stand out as the wrist watch for every man, woman
and sportsman either in formal and casual wear.
5. Branding of titan
Brand Brand Ambassador Tag Line
Titan Brand Aamir Khan
Sonata Mahendra Singh Dhoni
Fast Track Genelia D‟Souza “How Many You have”
Raga Gul Panag, Rani Mukherjee
Katrina kaif
Unveil the real you. Be more
Xylys Farhan Akhtar,Rahul bose Xylys(Swiss Mode)
Nebula - “ The Jeweler‟s Collection”
Branding of competitors
Brand Ambassador Target Customer Customer Perception
Rolex Vijay Amritraj Executives, corporate people Quality product with reliability
Tagheur Shahrukh khan,
Priyanka Chopra
Youth, adventurous loving
people, and young
entrepreneurs
Performance, elegance and
sportsmanship
Omega Abhishek Bachchan,
Sonali Bandre,
George Clooney
Youth, stylish people Fulfil emotinal and artistic
needs, lifestyle, complicated
product
Swatch Mainly youth Luxury, high value and
sophisticated product
Casio
Edifice
Co sponsor of
Formula one
Mainly target youth
particularly motor sports fan
Upper middle class youth- high
value stylish and sporty
Helix Timex Kangana Taunat Youth in the age range 18-25 Affordable, hip ,stylish product
6. Packaging: titan pocket watch
Titan source a variety of raw materials such as stainless steel, tool steel, leaded brass,
engineering plastic, tools, consumables, case components and specialty movements for our watch
manufacturing operations.
The straps are made of polyurethane and the cases are ABS (acrylonitrile butadiene styrene),
making the watches more flexible, fall resistant and water resistant. Our global sourcing and
economies of scale give us a significant price advantage and enable us to offer an easy entry for
consumers to the branded world at lower price point.
The pocket watch package is an opulent, classy and well-crafted teak box complete with suede
lining. One particular example can be Bandhan watches. This collection augurs timeless bond
that unites a man and a woman. It's a perfect gift for the wedding couple or someone celebrating
a special anniversary. The Bandhan limited edition pair watch set from Titan. complements the
unique relationship that is forged in heaven. The Bandhan pair of watches comes in an
innovative new box adorned with traditional and auspicious wedding colors. The Bandhan
Collection is available in both leather straps and gold bracelets and is presented in uniquely
designed packaging.
Product service sales
Customer Service
At Titan Industries, we have built relationships and forged lasting bonds with our customers,
employees, shareholders, network of business associates, and suppliers.With our futuristic
designs, we created a desire in the minds of our customers and offered them accessories for
every occasion. In a small way, we have been a part of all their celebrations. „Customer First‟ -
an initiative driven by the company is an embodiment of the customer-focused culture that is
imbibed from the very beginning.
What to expect at Titan Service Centers:
1. Quick Response
2. Quick & Quality repairs
3. 6 months repair guarantee
4. Service billing at Watch Care Centres.
5. Titan gift voucher acceptance at Watch Care Centres.
6. Credit Card acceptance.
7. Wide range of watch accessories.
7. 8. Home delivery of watches at nominal cost at selected outlets.
9. Repair of all Titan watches
10. Exchange offers
Service Outlets
Today, the Titan portfolio has over 60% of the domestic market share in the organized watch
market. The company has 24X7 exclusive showrooms christened World of Titan', making it
amongst the largest chains in its category backed by 650 after sales−service centers. The
company has a world−class design studio that constantly invents new trends in wrist watches.
With over 650 showrooms and 12,000 dealer-outlets, they have the largest retail network in
India. Recently, apart from adding 60 stores (which would be a mix of World of Titan, Time
Zone and Sonata stores), the company is also planning to look at new formats, such as setting up
20 Fast Track kiosks in malls across the country. These kiosks are targeted to draw attention of
young consumers who usually walk into malls for window-shopping.
Over 311 exclusive „World of Titan Showrooms‟
Over 665 retail stores all over India
Over 650 after-sale-service-centers
Product Life Cycle
Introduction Stage: Zoop
Growth Stage: Nebula, Raga(beginning of the stage),fastrack (towards the end of the
growth stage),xylys
8. Maturity Stage: Sonata
Decline Stage: Aqura
Introduction Stage- Zoop
It was launched in 2010 to cater to the kids section . Zoop watches are designed keeping the little
consumers in mind and taking into account their point of view on what they want in a watch as
opposed to an adult‟s view on kid‟s watches. there is no competition in this section . titan is
trying to create a brand recall in this segment amongst kids below the age of 12 years as each
watch is designed keeping in mind the playfulness, vivid imagination and the cool attitude of
todays children.
Growth stage
Fastrack – is at the growth stage as the company is being fighting with the new entrants like
Timex-Helix and with the wide acceptance by the customer base its being easy for them to add
new distribution channels and retail outlets. As fastracks new strategy they are also planning to
look at new formats, such as setting up 20 Fast Track kiosks in malls across the country. These
kiosks are targeted to draw attention of young consumers who usually walk into malls for
window-shopping.
Raga – it is basically at the beginning of the growth face . though this an exclusive range of titan
and it faces no direct competition at this section. It is basically percieved by women segment as
an accessory.
Octane
Octane represents the entirely male and modern side of Titan and is positioned firmly on the
“Speed” angle. The watch is targeted at young males residing in metros and mini-metros, who
are likely to be professionally qualified, junior to mid level executives.Key competitors in this
segment are Timex (Chronographs and SLX series), Citizen Eco Drive and designer brands like
Giordano, Police etc.
Xylys
It is at a growth stage as it is seen that watches are no longer seen as a utility by the customers
they are more of a fasion statement and the youth and the customers are evovling . in this
segment xylus faces a tough competition with all the international brands and swiss watches like
the swatch, tissot . also this segment has large dominance of the brand image which will require
continous innovation to sustain.
9. Maturity stage - Sonata
In the maturity stage, the market approaches saturation. There are number of competitors which
is faced by sonata . also the customer is evolving and the basic design of the sonata products no
longer attracts the customer . They now basically cater to the rural segment which is a very small
market with negligible profit.
Decline stage- aqura
The sales volume is at a decline of the brand aqura. The profits have dimished and also the
product has no brand awarness among the customers because it was the first brand which was
launched by titan in 1989 trendy, colourful, smart and affordable plastic watches for the youth.
For further analysis we have chosen Fastrack.
Background of fastrack
Timex had entered the Indian market through a joint venture with Titan and which was their
offering for the youth market. When that JV broke off in 1997 and Timex went independent,
there was a gap in Titan‟s portfolio and it only made sense to fill that need through their offering.
Fastrack was launched as a range of watch ware under Titan and was called Titan Fastrack.
Subsequently, it grew from a range to a sub-brand, where Titan was upfront in the logo and the
association was strong. They used the jazzy version of the Mozart tune, which is Titan‟s
signature tune. So, the link with Titan was very strong. When they launched, they targeted
predominantly the early jobber 23-30 year-old male executive. It was only a year or two later
that they launched a line for women.
Re-launch of the brand
They took off and did well in the start but started stagnating in 2001-2003, and that‟s when they
went for a reality check. Titan had simultaneously launched the steel collection, which was an
attempt to contemporize for a Titan audience. But what was happening was the collection in
terms of looks, price point and consumer buying behavior was very similar to Fastrack, including
advertising. The parent brand needed to continue in its endeavor to keep it contemporary and
hence repositioned Fastrack to younger audience in sub-25 range.
Awareness of Fastrack was very low and was linked to Titan. There was no independent identity.
Research had also shown that the fact that it had the backing of Titan was a positive assurance.
However, kids didn‟t like to be serious and sober like their parents. Fastrack needed to break
away and hence changed the logo to bring in a youthful, spontaneous, energetic and fun identity
and also removed Titan from the upfront association in the logo. They however, kept it at the
10. bottom, saying it‟s a Titan product. This helped carry the assurance of the trusted Titan brand.
They also stopped using the Mozart tune in advertising.
Fastrack was launched with new products, a new identity, new advertising and a new logo in
June 2005. The year took off so well that they ran out of stock very quickly and ended the year
with a 150 per cent growth and the demand was growing continuously. Next year, they recorded
another 100 per cent growth.
When re-launch was started, Fastrack brand was worth about Rs 29 crore but however they have
grown almost ten times of that over the last three years. Fastrack has a presence in over 6000
outlets across 800 towns, with new exclusive brand kiosks in Metro Malls and its multi-channel
distribution network which covers the 228 strong World of Titan Network, 122 Large Format
Chain stores viz. Shoppers Stop, Lifestyle, Central, Westside, Pantaloons and Multi-brand watch
& optical outlets. Fastrack is actually among the few brands where people come asking for the
brand. They have adopted a fashion based strategy, where they launch about 3-4 collections in a
year in both categories. Collection-based strategy has helped them very well.
Fastrack, in it‟s journey to being a fashion accessories brand has expanded it‟s portfolio to now
include not just watches and sunglasses but bags, belts, wallets and wristbands too. With this, it
now has enough categories to open a fashion accessories store – and that‟s just what they‟ve
done!
Fastrack was launched in 1998. The brand was aimed at the youth segment (15-25). The brand
was promoted with the slogan "Cool Watches from Titan "Essentially Fastrack was a sub-brand
endorsed by the Titan Brand. In most of the campaigns , the brand was promoted as Titan
Fastrack. The brand was targeting young consumers who were moving towards the competitor
Timex. It was during this time that Timex and Titan parted ways.
During 2003-04, the brand went in for a repositioning exercise targeting executive segment as
well as 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 consumers were not willing
to pay Rs 1200-2700 for a watch that did not have the executive image.
It was in 2004 that Fastrack launched its range of sunglasses. The move was made after a
consumer research which showed that mobiles/deo/sports shoes and sunglasses are popular
accessories in the purchase list of youngsters. And Sunglasses fitted perfectly as a brand
extension for Fastrack.
For the sunglasses, the brand roped in the youth icon John Abraham as the brand ambassador.
The celebrity fitted well with the brand. Taking a cue from the fact that most of the TG for
Fastrack owned a bike, Fastrack launched a biker's collection which again is a classic example of
consumer-centric product innovation.
11. Benefits
The Fastrack Digital range offers the customer a functional watch that is also attractive. The
digital watch has a “techno-geek” image, but Titan seeks to differentiate its offering on the basis
of superior style and attractiveness.
core brand values
Fashionable and trendy
Affordable Pricing
Fashion accessory for the youth
Product Quality
Earlier fastrack was known for its steely look giving it a sturdy and long lasting persona.
Another advantage for this brand is the freshness that the agency had bought in its
communication. Most of the Fastrack ads have been refreshing. The brand had adopted a 360
degree approach in its communication and it is an example of a brand which had used Social
media to it‟s advantage.
Benefit Positioning:
The Fastrack Digital range offers the customer a functional watch that is not only
attractive but is also economical. The digital watch has a “techno-geek” image, but Titan seeks to
differentiate its offering on the basis of superior style and attractiveness.
User Positioning:
The Fastrack range is seen as being cool ,trendy and reliable. The
advertising, packaging and merchandising of this range is young, vibrant and energetic.
New logo and tagline - “Be More”
Beyond style
Now, Titan wants to move from style statements to personality statements. According to
Harish Bhat, chief operating officer, watches, Titan Industries, a watch ought to denote the
wearer‟s mood and personality. “With the explosion of options in a person‟s life, our core
consumer is changing. And to keep up with them, Titan has evolved too,” he says.
12. On the adoption of „Be More‟, Bhat says that that statement is supposed to denote the
aspirations of consumers to make more of their lives and be whatever they want to be. “The
watch allows for such imaginative travels,” he says.
Co-branding
Fastrack- Radio One 94.3 FM
In a move to attract youth and promote Fastrack, the watch and sunglass brand from Titan
Industries, the company partnered with Radio One 94.3 FM, and for a day, rebranded the
channels name as „Fastrack 94.3 FM – the station for the move-on generation.‟
This saw contests and promotions revolving around Fastrack‟s latest theme of „Move On‟
integrating with the radio station‟s programming. Radio One 94.3 FM (a Mid-Day Multimedia
and BBC Worldwide venture) also featured programmes around the theme such as „favourite
dump lines‟ and „tips to move on‟.
Fastrack- MTv
Huge expenditure was spent on advertising of brand promoting to youth. For brand building
fastrack sponsored many college festivals. This helped company in gaining popularity in youth.
It also carried out co-branding exercise with youth brand MTV. The new logo and new watches
truly presented picture of younger avatar of fastrack.
Licensing
With a license for premium fashion watches of global brands, Titan Industries repeated its
pioneering act and brought international brands into Indian market. Tommy Hilfiger and Hugo
Boss, as well as the Swiss made watch Xylys owe their presence in Indian market to Titan
Industries.
In addition, the company provides sunglasses under its Fastrack brand; and prescription eyewear,
such as lenses and contact lenses. It sells frames, sunglasses, and accessories of proprietary
brands and other premium brands, as well as provides optometry services The company provides
its watches under Titan Edge, Titan Raga, Nebula, Sonata, Xylys, and Fastrack brands. It also
markets brands, such as Tommy Hilfiger, Hugo Boss, and FCUK under a licensed agreement.
13. Mutlibrands under fastrack –Line EXtention
Titan Fastrack Campus Watches
The Titan Fastrack Campus watches have interesting features and styles like washable Velcro
straps with inbuilt analogue compass. The collection consists of a carabineer-watch designed to
change the definition of a watch as a wrist accessory. The Titan Fastrack Campus watches have
been inspired from mountaineering and rock climbing gear. This watch hangs from the belt loop
with carabineer clasp. The crystal guard on the men's watches protects the glass and the case.
The dials have patterned luminescent ink fill on the dials allowing you to see the time even in the
dark.
Titan Fastrack Digital Watches
The Titan Fastrack Digital watches come with 22 designs in four series. The collection has a
wide range of style, from the simple classic to the latest space age looking digitals and the
futuristic looking ana-digi model. The range of fashion digitals come in contemporary wrist
hugging cases with oversized displays and features that include countdown timers, chronographs,
lap timers, hourly chime, alarm and Hi-light glow.
Titan Fastrack Watches for Women
The Titan Fastrack Watches for women has been targeted for women aged 18-30. It is a fashion
brand to match the aspirations of women who would want an Espirit but at an affordable price.
The trendy collection of women's watches in 20 styles showcases the latest in international
design and materials, using the steel look, in interesting geometric shapes, colors and finishes.
Priced between Rs 995-1,950, the woman's collection presents the all new international 'Frosted'
look, which is trendy and chic.
Titan Fastrack XY Watches
The Titan Fastrack XY watches collection, as the name suggests has been designed for the
youths interested to sport a funky look. Priced between Rs 500 and Rs 1995 the watches are
available at World of Titan showrooms and multi-brand outlets across the country.
Titan Fastrack Neon Disc Watches
The Titan Fastrack Neon disc range of watches has been inspired by night clubbing and
discotheques. It gives existing technology of Electro-Luminescence (EL), an interesting twist;
making it the first analog watches collection sans HANDS!! The collection is unique in that it
uses NO HANDS to show the time! Instead, two concentric aluminum discs, representing the
hour and the minute, show the time with the help of markers cut out on the discs.
14. Titan Fastrack Army collection
This Fastrack collection has used army equipment, arsenal and apparel as its design
inspiration. They basically represent rough and rugged personality.The 20 watch variants come
in unusual case shapes inspired by the grenade, the sniper, tanks and even the dog tag! There is
the Grenade watch with a grenade shell case, capped with a mock pin and fastened to a canvas
strap.
Titan Fastrack Basics Watches
Fastrack watches are reckoned to be hip and cool time gear that youth love to flaunt with style.
Fastrack has always pushed its legacy to the next level and introduced latest time pieces. The all
new Fastrack basic watches are another add-on in the Titan kitty. Fastrack basics watch is
available in different designs and materials. Leather, metal and plastic strips are there to switch
as per your mood-swing.
Titan Fastrack Girls Watches
Fastrack watches are popular for their chic look and feel. And hence they are a quick success
among girls; the reason why Fastrack launched their Fastrack watches for girls.
Titan Fastrack Denim
Fastrack denim collection watches are the latest entrant in Titan tray. This uer-cool Fastrack
denim collection is made for those who are easily satisfied with the best. The young and dynamic
Indian brigade loves to wear these Fastrack digital watches; the collection of Fastrack denim
watches is designed for male & female wrists.
Fastrack Adventure collection
This collection has been inspired by mountaineering and rock climbing gear. Targeted at the
male, the watches are designed to have a crystal guard for protection. The entire collection has
washable velcro straps with inbuilt analogue compass.
Fastrack HipHop Collection
Hip Hop, which is the state of the mind, reflects today‟s street savvy generation, that is bold and
confrontational. It is this attitude that has inspired Fastrack to come up with a new collection of
party watches.
15. Brand extensions
India's youth accessory brand Fastrack has gone the celebrity way. The latest series of campaign
for Fastrack bags is featuring the brand ambassadors - cricketer Virat Kohli and actress
Genelia.Fastrack has extended itself into accessories like Bags, wallets and belts. The brand also
went into retailing by launching exclusive Fastrack stores. The current campaign is the first for
accessory and the brand has chosen to promote 'bags' in this campaign.The brand has rightly
identified a need for a branded bag targeting the youth. Currently the market is dominated by
unorganized sector and a branded bag priced competitively and marketed properly is certainly a
good idea. Fastrack has added shoulder gear and hip gear - bags, belts and wallets to its existing
portfolio of wrist gear (watches) and eye gear (sunglasses) on its journey to being a fashion
accessories brand for the youth.
Fastrack
Watches Bags Eyewear
Wrist
Bands
Belts
Fastrack
Watches
Fastrack
digital
Fastrack
Campus
Fastrack
Army
Collection
Fastrack
Neon Disc
Line extenstion
Fastrack
Girls
Collection
Fastrack
Campus
Collection
Fastrack
XY
Collection
Fastrack
Denim
Collection
Fastrack
Adventure
Collection
Fastrack
HipHop
Collection
Brand Extension
16. 7 Ps of Fastrack –
Product – fastrack offers trendy, fashionable watches targeting primarily the urban youth. It
offers 19 sub ranges to choose from. Each range caters to both the genders, i.e. girls and boys.
Also a third category, unisex, has products common to both the genders.. Watches are packaged
in card board boxes so that it can be carried easily. The straps of watches have three varieties
only: leather, metal and plastic. The product is promoted as not „watches‟ but „gears‟ to relate to
its target customers. The fastrack collection has elements like mesh straps and features like
backlight and dual time. Also, the digital watch range have features like countdown timers,
chronographs, lap timers, hourly chimes, alarm and hi-glow light.
Price – The price ranges from Rs. 500 to Rs. 3500. The material used also has an impact on the
pricing. For example, watches with metal straps starts from Rs. 1695 and goes upto Rs. 3195.
The website offers various discount schemes from time to time on its products.
Promotion – Fastrack is relying on youth icons to promote its products. They have roped in
Viraat Kohli and Genelia D‟Souza as their brand ambassador. The website has various
interactive features to engage prospective customers and the site organizes online games as a part
of promotional strategy and gives fastrack products as prizes. As the watches are promoted as
“gears”, pricing is done in such a way as to encourage multiple sales of watches per person.
Place – there are nearly 65 dedicated fastrack stores located across India. Apart from fastrack
stores, its products are available at Titan‟s world of watches showrooms and at shopping stores
like shopper‟s stop and life style as well. Small watch dealers also contribute to the annual sales.
Customers can look at the online catalogue of products and order.
People–The Company prefers young and energetic people when it comes to recruiting as they
relate to the product and to the customers in a better way.Proper training is given to ensure that
each and every service professional have thorough product knowledge. Dedicated Fastrack
service professionals provide assistance to customers at shopper‟s stop and lifestyle showrooms.
Physical evidence– Fastrack has tried to project its image as a youth oriented brand with the help
of its innovative packaging, interactive site, brochures, uniforms etc. The decor of the store is
very informal and ambience is vibrant. Also, the staff at fastrack stores have informal trendy
uniforms. The website have features like bunker where online visitors can show their creativity
and post sketches. The green room is online meeting place of customers where they interact with
one another.
Process–Fastrack watches are designed at renowned Titan global designed studio which follows
the 3-I process. The 3-I process is a multidisciplinary thought process that enables them to
identify customer needs and create designs by using innovative materials. The 786 service
17. contact points across 343 towns of titan also caters to fastrack division and delivers a satisfying
post sales experience to its customers. These customer care centers are ISO 9001 & 14001
certified. Also, the production plant has adopted low cost manufacturing strategy that increases
the profitability.
Product and Service Mix
Fastrack Timex Helix Casio Edifice
Product
Quality
1-2 % 3-4% 1-2%
Product
Features
Fastrack comes with variety
of features in its low cost
range of fastrack including
Stop watch, alarm, two time
zone, anadigi etc
The product does not
contain many features.
Even the basic feature
of the date is missing.
Casio Edifice comes
with High quality
features like Chrono,
Stop watch, Alarm,
World Time etc
Product
Style and
Design
It comes in Casual, cool,
trendy, sporty style.Within
fastrack it has got various
theme ranges like Biker
collection, Hiphop
collection, Army
collection.It comes in
Polycarbonic dial and
stainless steel dial.Fastrack
comes in Leather typesof
only fashion and genuine
Also comes in Nylon and
rubber straps
Style is eye catching;
hip and stylish
timepieces. It Comes in
a colourful range and it
includes denim and
canvas straps.
Stylish, sporty, durable
watches and a wide
variety targeting youth
particularly motor sport
fan. It comes in
Genuine Leather Strap,
Stainless Steel Strap,
Polyurethane Strap.
Comes in various
coloured Brown, black,
golden, Silver dial
outring.
Branding
Fastrack logo in the shape
of a bike which signifies
youth
Helix logo includes
Timex brand name, it is
using Timex brand
name to promote Helix
along with Timex but
not as a separate
Casio Edifice logo
doesnot include brand
name casio, positioning
it as a independent
identity.
18. identity
Packaging Cylindrical cardboard box,
easy to carry and sporty
placed inside with foam
based support
Packaging is in similar
line to connect to the
youth; usually the
colour of Box is same
as colour of watch
Simple cardboard Box
Labeling Labeling contains Fastrack
and logo on it in orange
colour. Other than that
information like Model No.,
bar code, MRP,
Manufacturing place and a
Toll free No. for customer
Feedback.
Labeling contains helix
logo and
Labeling includes
Edifice logo and
information like
Imported from,
manufacturing place,
Manufacturing Date,
MRP
Product
Support
Services
Service centre at each Titan
Showroom and in every
city.
Service Centre at every
State,
Max 20 days time to
repair
15-20 weeks repair
time
Brand Report Card
Fastrack Score Supporting Examples
1. Delivers
benefits
customer
desire
0.8 Consumer desires cool, durable watches at affordable
prices but fastrack has only limited range and styles. So
Fastrack is lagging on variety.
2. Stays relevant 0.8 In marketing, fastrack ads generally reflect the casual
attitude of youngsters towards relationship with a tagline
of “move on”. However, we believe that this tagline can
be used to highlight other creative aspects.
3. Is price based
on consumers‟
perception of
1 The price of fastrack is low and consumer‟s also
perceive this brand as an affordable one with trendy
designs (although variety being low) and good quality.
19. Brand value Infact previous tagline was “How many do you have”
which depicts the affordability of Fastrack.
4. Is properly
positioned
1 Fastrack labels it‟s ranges like biker, hip-hop, army
collection represents appearance. Competitors like
Casio collection of edifice also relate to appearance or
look. However, Fastrack ads also depict different
watches for different situations thereby reflecting
affordability.
5. Is consistent 0.7 During 2003-04, fastrack went in for repositioning,
targeting the executive segment as well as the casual
watch segment. It was an unsuccessful attempt. The
consumers were not willing to pay for a watch that did
not have the executive image. However, in 2005 it again
went for repositioning as the ultimate fashion accessory
for the youth
6. Fits sensibly
into your brand
portfolio
1 Fastrack was re-launched as an independent brand from
Titan in 2005 bringing college goers within its target
consumer group. From being a youthful brand, Fastrack
reinvented itself into a full-fledged „youth brand‟,
possibly the first of its kind in the country. The identity
of fastrack completely different from other brands under
the umbrella of Titan.
7. Has an
integrated
marketing
strategy
1 Fastrack logo represents bike which is usually associated
with youth being adventurous and experimental.
Interactive website with features like sexopedia all point
towards youth being creative and experimental. It has
even been a style sposor for MTV Roadies show.
8. Has meanings
that manager
understand
0.8 As mentioned earlier during 2003-04, fastrack went in
for repositioning, targeting the executive segment as
well as the casual watch segment. It was an unsuccessful
attempt. However, managers soon reverted back to youth
image of the brand and this image has been kept
sacrosanct since then.
9. Receives
sustained
support
1 Extensive marketing is practiced even after being
profitable. First time roped in celebrities like Virat Kohli
and Genelia. Fastrack has also extended into eye wear.
20. Fastrack has also entered into newer categories – bags,
belts, wallets and wrist bands – as part of its vision to
become a complete fashion brand for the youth. Fastrack
has „moved on‟ to open its own stores for its young
consumers with all accessories for youth under one shop.
10. Is consistently
monitored
1 Being market-driven, Titan has its information systems
in place and has its hand on the pulse of the watch
market.
Total Score 9.1/10
Casio Edifice Score Supporting Examples
1. Delivers
benefits
customer
desire
0.8 Consumer desires stylish and sporty, durable watches and a
wide variety. Casio successfully caters to the needs of its
consumers. However affordability is low.
2. Stays relevant 1 Based on the brand concept of “Speed and Intelligence”,
these watches are targeting the motor sports fan. Indeed, the
design of this Line with its two disk-shaped indicators
reminds of car brake discs.
3. Is price based
on consumers‟
perception of
Brand value
1 Consumers regard it as high value for money as the high
price is justified by the kind of innovative features and brand
name.
4. Is properly
positioned
1 Casio is known for pure advanced and innovative electronics
and mechanisms. Its association with formula one racing
which strives to achieve the fastest speed for its racecars
through outstanding technology development capabilities
has helped positioning of casio as for people who value
technical innovation.
5. Is consistent 1 Casio Edifice has always targeted youth who value
innovation particularly motor sports fan.
6. Fits sensibly
into your brand
1 A very narrow segment of motor sports fan is targeted by
edifice. This segment fits into its brand portfolio targeting
21. portfolio upper middle class youth particularly motor sports fan.
7. Has an
integrated
marketing
strategy
1 casio edifice Racing car logo on the site of. Regular updates
about its Formula one racing team on its website and Race
Gallery and race reports on its website. It includes reviews
about its casio edifice collection by prominent motor sport
personalities like Christian Horner.
Along with formula one it goes for marketing through
newspapers and magazines specifically magazines targeted
to youth.
8. Has meanings
that manager
understand
1 Casio is known for technical innovation and catering to
needs of narrow segments like athletes, motor sports fan. So
they have positioned all of them differently.
9. Receives
sustained
support
1 Casio edifice continuously receives support. Casio EDIFICE
has renewed its global partnership contract with last year‟s
Formula One Champion, the Red Bull Racing team, for all
20 races schedules in the 2011 season. Regularly figures in
magazines and newspapers.
10. Is consistently
monitored
1 They have provided facility for customer review including
rating and message on its casio india website.
Total Score 9.8/10
Helix by Timex Score Supporting Examples
1. Delivers
benefits
customer
desire
0.7 Targeted segment youth desires affordable, hip and stylish
timepieces. The brand reflects the aspirations and yearnings
of today‟s youth and to celebrate the passion and spirit to
achieve everything in their lives. It exudes an inimitable,
irreverent attitude combined with an amazing sense of style.
The brand includes collections like Fusion, Shield, Aviator
& Stunt targeted at men and Hook & Helix-Lady for
women. However it doesn‟t provide much features.
2. Stays relevant 1 Timex has recently launched Helix. Today, young people
are wearing watches that compliment the clothes they wear.
Also, they look for watches for all types of outings - be it
going to the club, swimming, work, etc. During their launch
22. Kangana Ranaut was seen flaunting White and Pink strap
watch matching her white and pink dress. Hence we can say
that brand has stayed relevant since time of launch, though
its a short span of time.
3. Is priced based
on consumers‟
perception of
Brand value
1 Being from the house of Timex, customer perceive it as a
reliable and value for money product.
4. Is properly
positioned
1 Helix is an exclusive one targeting the youth segment. More
than anything, these watches cater to the needs of
contemporary youth with an affordable range. It
differentiates itself from competitors by offering range in
various colours to complement the clothes they wear.
5. Is consistent 0.8 Helix has been recently launched and has been associated
with youth segment.
6. Fits sensibly
into your brand
portfolio
1 Timex always had a connect with young consumers.
However, with Helix, they are focusing exclusively on the
youth segment with the age profile of 18-25 years and
positioning the brand as fashion brand with lower cost.
7. Has an
integrated
marketing
strategy
1 They have recently launched the brand with young
Bollywood diva Kangana Ranaut, which did generate the
requisite visibility. They have even planned outdoor/out of
home promotions and hoardings. Display kits and counters
are especially being designed to attract the audience.
Currently, they are exploring tie-ups with several youth
oriented events and also we will be focusing a lot on social
networking platforms like Linkedin or Facebook.
8. Has meanings
that manager
understand
1 Managers understand that the different proposition offered
by Helix. That is why it has been launched as an
independent brand.
9. Receives
sustained
support
0.5 The parent company is supporting the initiatives being taken
in India to fuel the growth of business. Helix has been
launched recently so we cannot support this point with
enough reasons. We believe since this is a new brand there
should be more expenditure on advertising through channels
23. like TV ads etc.
10. Is consistently
monitored
0.8 Helix has been developed to cater to the changing tastes of
youth who value style and design. They ask for customer
review on their profile, but since it has recently been
launched no such evidence showing monitoring is there.
Total Score 8.8/10
Customer’s perception of value
Fastrack has followed a value based pricing strategy. Titan analysed the needs of a segment of
customers. It realized that this segment needed stylish watches that were then made by Espirit
but could not afford to do buy the same. Before bringing this to market it even conducted a pilot
test in Mumbai to assess the demand of fastrack. Titan entered into youth segment watches
market with its sub brand christened as Fastrack in 1998. The Company has changed the value
proposition of watches from a utilitarian product to fashion accessory. The launch of fastrack
was to bring stylish, trendy and affordable watches for young generation. It hit the market with
campaign `Cool Watches' from Titan‟. Initially it came up with steel look targeting age group of
22-30 years. Next year the age bracket was reduced further to 15-25 years. Then Digital
collection was launched which was marketed as `Too Sexy for Your Wrist'. After this fashion,
collection was launched to attract more female audience. For this communication was “Are You
on It?‟ With the new launch, company comes up with new communication mix to appeal to its
target audience. This strategy was adopted by company to lure new customers towards brand.
Later also when fastrack was launched as an independent brand the tagline was „How Many You
Have‟. This was aimed to target youth nature of seeking constant change. It also attempted to
eliminate the guilt that customer might have in order to go for more than one watch. Then in
2008 company came up with campaign „Shut up and Move on‟ which appealed to youngsters of
not staying committed towards one thing but ready to explore.
Hence Titan kept on investing in advertising to educate the customer about the value proposition
of the brand thus keeping him informed constantly.
Even with it‟s specific ranges it keeps highlighting the additional value proposition that it gives
like ease of reading time with neon disc in discotheques, night clubs.
Timex Helix is also practicing value based pricing strategy. It recognized the customer‟s need of
stylish watches at affordable prices in different colours. During it‟s launch also Kangana Ranaut
was wearing two watches in white and pink complimenting her attire.
24. CASIO Edifice also follows a value based pricing strategy. It has recognised the need of youth
particularly motor sports fan for stylish and sporty watches with innovative technical features
who value speed and intelligence. It communicates the same extensively with it‟s promotions
linked to F1 racing.
Price Adjustment strategies
Fastrack uses promotional pricing as Flat 20% off on all Fastrack watches and sunglasses offer
also comes around the festive season to boost their sales.
CASIO follows psychological pricing. It is priced higher than other competitors but the
customers perceive its higher cost as a value addition because of it‟s innovative features.
Customers relate it to formula one racers and are ready to pay the high cost.
Timex Helix has been recently launched. Till now no price adjustment strategy has been
followed by it.
Price distribution could be accounted for as follows:
Hence we can say that Fasttrack and its main competitors are following almost the same price
distribution strategy with comparable distribution margins thereby providing tough competition
to each other.
Pricing Fastrack Timex Helix Casio Edifice
Price Range 895-3495 1595-3000 3995-26000
Manufacturing Cost and Employee Cost 30-35% 30-35% 15%
Marketing Cost 20% 15% 5-6%
Company margin 12-15% 20-25% 13-15%
Dealer Margin 30% 25-30% 25-30%
Custom Duty 0 0 40%
