Fastrack - Helmets

-Group 8, BM-B
Alok | Divya | Mandeep | Nitin | Sakyabrata | Vidisha
 Fastrack - Intro
• Launched in 1998 as sub brand of titan
• Spun off as an independent brand of watches targeting
urban youth in 2005.
• Designs that were refreshingly different and affordable
• During that time, Fastrack also extended its footprint into
eye gear and has quickly notched up the title of being the
largest sun glass brand of country.
• Fastrack has moved on to open its own new stores for its
young consumers. The company plans to have 50 such stores
by 2010.
 Portfolio Mix
Wris
Wat Eye Bel Ba Wa tban
ches gear ts gs llet ds
●
Sports
●

●
Army
Adventure
●

●
Sports
Army
●
Cor ●
Cor ●
Cor
Basics

Co
●

Campus ●
e e e
●
●
Grunge
●
Colour Play
●
Falls
●
Digital Fashion ●
Summer’07

Spo Spo Spo

●
Party Summer’08

re
●
●
Neon-Disc ● ● ●
●
Bikers’06
●
Neon
●
Essentials
●
Bikers
●

●
Pairs
XY
Reloaded’07
rts rts rts
Present Positioning / Targeting ###not dere

• Urban Youth : Age 18 to 25

– Young brand targeting a young audience basically the college-
going crowd.
• It is a younger, more irreverent brand focusing immensely on
style
• Fastrack have adopted the following core brand values
– Fashionable and trendy
– Affordable Pricing
– Fresh Communication to attract the young consumers.
• The brand wants to be the ultimate fashion accessory for
the youth.
 Present Positioning
●
Urban Youth

TG ●

●
Age 18 to 25
College Going Students

●
Young brand

Brand More irreverent

●

●
Stylish
●
Wants to be the ultimate fashion accessory for the youth

●
Fashionable and trendy

Core Values ●

●
Affordable Pricing
Fresh Communication to attract young customers
 Positioning - Taglines
• Cool watches from titan – Launched under the
parent brand in 1998
• How many do you have? - Theme revolving
round multiple ownership
• Move On - based on the premise that
youngsters prefer to stay uncommitted
 Strategic Fit
• target market uses these products and all these
categories are dominated by unbranded products
• no national brands in these categories and no
known players - Fastrack can tap these markets by
leveraging its brand equity among the youth.
• to develop Fastrack as an accessory brand rather
than restricting itself to watches and sunglasses
 Biker’s Collection## don’t put
• 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.
The latest innovation is the neon - disc range of
Fastrack watches that does not have Hands to
show the time but have electroluminescent disc
that lights up to show the time.
 Biker’s Collection
• “Bikers Don’t Cry” – Eyegear protects against dust
and wind while promising speed
• Special Bikers’06 and Bikers Reloaded’07 Collection
• ‘Night Vision’ eye gear for night riders
• Neon - disc range of Fastrack watches. Hands
replaced by electroluminescent discs
• Bags and wrist bands with rugged look
• Helmets – A strategic fit !!!
 Promotion
Adv ertising
TV commercials: Communicate through TV media,
slots in between sports events, youth oriented TV
shows
Newspapers : Place ads in the Sunday / Magazine
sec tion of newspapers of wide circulation
Mag azines: Promote throug h youth mag azines,
sports mag azines
Celebrity Endorsement: John Abraham, imag e as a
passionate bik er

Sales
Promoti
on
Exc
han
ge
Offe
rs:
cust
om
ers
can
be
offe
red
disc
oun
t on
the
pur
cha
se
of
the
Fast
rack
hel
met
in
lieu
of
the
old
hel
met
Cou
pon
s
On
Pur
cha
se
Of
Fast
rack
:
cou
pon
s
can
offe
r
cert
ain
disc
oun
t on
the
pur
cha
se
of
hel
met
s
 Promotions…contd
Public Relations & Publicity
Direct Marketing
Use social
Pair Upmedia
WithtoMTV
communicate to the Target
Roadies : convey the
Group
adventurous
Communicate and
recent schemes
through
youthmails
appeal image

Interacti
ve
Marketi
ng
Onl
ine
Del
ive
ry :
By
ch
oo
sin
g
fro
m
the
we
bsi
te /
cat
alo
gu
es
Ma
ke
the
Fas
tra
ck
we
bsi
te
mo
re
int
era
ctiv
e
by
ad
din
g
onl
ine
ga
me
s,
blo
gs
an
d
dis
cus
sio
n
for
um
s
 Promotions Contd…
Events &Experiences
WordAdventure
of MouthSpoPublicity
rts: chance to
Multi
visit ple Helmet
some Trends:
of the adventure
destinations across the
Project the helmets ascountry
a
,style
somequoti
adventure
ent – challenges
different for
College Events:
different College fests or
occasions
events can be sponsored

Strategic
Tie Up
Coll
abor
atio
n
Wit
h
Bike
Man
ufac
ture
rs:
Can
offe
r
cert
ain
pro
moti
onal
offer
s or
say
bun
dled
prod
ucts
Tie
Up
Wit
h
The
Bike
Deal
ers
 Alternate Strategy
• brand will outsource the production and act as
the marketer. Watches and helmets are
different product categories which need
different expertise
 Positioning Matrix

Arai
Fastrack
Shoei
Studds

Local Brands
 Estimated Promotional Cost
Promotional Activity Estimated Cost(INR)

Sponsoring Roadies 50,00,000

TV Ads @ an average of 18000 per 10 seconds for
65 mins 7020000
Sponsoring four College fests @ 180000 720000
Ads in magazines like Autocar 1200000
Internet Ads 800000
Road shows 500000
Ad agency fees 2000000
Misc 1000000
1,82,40,000
 Survey Results
• Helmet as a style accessory
Accepted: 65%
Rejected: 14%
Conclusion: Position as style accessory
• Price range of Rs 1000-1200
Accepted: 65%
Rejected: 16%
Mean suggested price: Rs 913
Conclusion: Price range seems to be correct
 Survey Results
• Switching due to brand
Accepted: 36%
Rejected: 46%
Conclusion: Primary target first time buyers
• Purchase points
Bike showrooms and Fastrack exclusive showrooms are
most popular
Organized retail least popular
Conclusion: Use organized retail for positioning, visibility
and lifestyle item status