FASTRACK

Marketing Strategies Of Fastrack Brand

“Move On”

Company – Fastrack
Founder – Tata Group (Sub-part of Titan watches)

Fastrack is a popular watch brand in India focused on the new-age young population. Their designs are trendy, eye-catching, sometimes over-the-top, but always appealing to the “hip and happening” population. The brand is managed by the Tata Group and it is currently an independent company and has expanded their range in wallets, belts, bags and sunglasses category.

Marketing Campaigns And Strategies

At the heart of the success of the Fastrack brand is the concerted marketing efforts of the company along with trendy, affordable products to allure its target customer segment. It has always been primarily focused to become the fashion brand of choice for the young population of India.

Cool New Watches from Titan

The initial focus during Fastrack’s early days was to build upon the already established Titan brand. It ventured to carve its own niche in the watch market by appealing to the urban youth of the late teens to the early twenties age group. Thus the tagline emphasized the origin thus ensuring customers about the quality while highlighting its ‘hip’ status for the youth. The early designs were primarily steel-based looks which were subsequently changed to plastic and metal combinations based on the international success of such designs. 

Conclusion

Thus, Fastrack has been able to establish itself as the primary fashionable wrist wear choice of today’s Indian youth. It reflects in its more than 50% market share and its annual revenue of about 10 million dollars. The brand has a significant market presence through its 158 exclusive Fastrack stores and over 480 Titan World stores all over the country.

Even on various social media platforms, Fastrack has over 9 million followers on Facebook and over 1 million Twitter members. Fastrack has the roadmap and potential to grow more with its growing international online business and its policy of customer-centric innovation.