Segmenting, Targeting and Positioning(STP) in Marketing Management with Example By Rakesh Jasani.

1. INTRODUCTION OF FASTRACK WATCH
Fast Track watches launched in 1998 as a sub-brand
of titan. It was spun off as an independent brand of
watches targeting the urban youth in 2005.
Since that, it has carved a niche for itself with designs
that were refreshingly different and affordable.
 Among the popular titan Fast Track watches
collection available across in India are Titan Fast
Track Campus Watches.
 Titan Fast Track Digital Watches, Titan Fast Track
Watches For Women, Titan Fast Track XY Watches
and Titan Fast Track Neon Disc Watches.

2. INTRODUCTION
The company incorporated on 26 july, at chennai.
 The main objective of the company is to manufacture
analog electronic watches with a choice of over 150
designs.
Titan industries has announced a new range of
fastrack watches for young women in the city.
The company proposed to manufacture 2 million
digital and ana-digital watches in collaboration with
casio computer company of japan.
fasttrack watches information may be used in various
ways by vice-presidents, deans, counselors, faculty
advisors, department heads, services directors,
recruitment officers, and institutional research staff.
The data provide to the input.

3. SEGMENTATION :-
It is segmented on basis of multiple proportions such
as price, benefits and types of watches.
 The price of the watches is a major motive in the
minds of the customer.
Wrist watch can be majorly segmented on the basis of
demographic factor and price.
 Accordingly, three segments can be identified here,
namely low priced (Less than500), medium priced (Rs
500 ± Rs 1500), and high priced watches (Above 1500).

4. TARGETING :-
Fast Track watches targeting the urban youth in 2005.
Earlier fast Track watches targeted at 20-25 years
old generation or men and women.

5. POSITIONING :-
Fast Track watches has recently launched a new
campaign based on its new positioning “MOVE
ON”.
The latest campaign comes in two version-His Story
and Her Story.
The premise of the new positioning is that Indian
Youth tend to be very “detached” in their
relationships.
The new ads fast Track are an extension of the Move
On positioning of the brand.
The brand is based on the current psyche of youth.

6. PRODUCT MIX :-
1] Product and Price :
There are a variety of collections of fast track watches
specifically targeted to men and women.
 Each product is includes a different
set of features to meet the need of specific customers.
Product life cycle :
Product life cycle Sales Time Introduction : WWF,
Orion, Zoop, Diva, Octane Growth: Nebula, Insignia,
Raga, Royal, Regalia, Edge etc Maturity: Sonata, Fast
track, Dash Decline: Aqura

7. Collection Price range Target
Sport 2000-4000 Men only
Army 2000-3500 Both men &women
Adventure 1000-2000 Both men &women
Basics 500-1500 Both men &women
Grunge 1000-2500 Both men &women
Aluminium 500-1000 Girls only
Color play 1000-2000Both men Girls only
&women
Digital fashion 500-2000 Both men &women
Essentials 1000-2500 Both men &women
party 1500-3000 Both men &women

8. 2] PROMOTION :-
Advertising :-
 Advertising is in the form of television
commercials. The company uses youth icons to
Portray the trendy and funky look of the brand and
too associate with it. Most of its advertisements were
dominated by youth.
- Some of the popular Fast track advertisements are
discussed below:
Yes Sir, Ad. A teacher was taking attendance, A boy
responses his roll by raising his hand .
- Girls get obsessed by looking at the watch worn by
that boy Which has the message that this watch on
your wrist makes you more stylish?

9. And the move is on This has the same message as in
the above.
 There were several other Ads like Neon Disc(Glows
in dark),X Y collection(For both boys & girls), Fast
Track fans etc.
 Public displays also play an important role in
promotion. The colourful and lively bill boards Play
in important role in promotion.
 BRAND AMBASSADOR :-
Indian cricketer of Virat kohaki is the brand
ambassador for Fast track watches .
 Slogan :-
 Fast track watches was promoted with the slogan
"Cool Watches from Titan.”

10.  LABEL:-
Brand update, consumer durable brands, Fast track,
Marketing To Youth, Titan, Watches.

11. 3] PLACE :-
Channels :-
The product is sold at almost all the leading watch
stores and shopping malls. The
 Company has also established branded
stores and it is also available in titan stores.
Coverages :-
The products are available all over India.


12. MARKETING STRATEGY :-
FASTRACK WATCH :
Titan Industries is making itself fashionably stronger
by expanding its category offerings and by launching
new brands. The company recently increased its
personal accessories space with a countrywide launch
of its eyewear brand. Fast Track to strengthen its time
wear segment, a move defined necessary to take Titan
ahead from mere need-based to a fashion-determined
accessory brand. Started in 1999-2000 by marketing
under the Fast Track brand Targeted the youth

13. segment. With Age group of 14-35 yr. (Mainly targeted
towards teenagers & collegians).There are over 350
designs available for youth within range of Rs 500 To
2995.
Titan Fast track seeks to bring in a new dimension to
the Indian watch market
With this addition to the Titan portfolio, young
consumers can now turn to fulfill their fashion needs.

14. EVALUATION OF FAST TRACK
WATCH :-
EVALUATION OF FAST TRACK WATCH :-
 A consumer then evaluates various alternatives
based on the needs and information available to
Him. fast track through its variety of variant is able to
satisfy a number of needs of the consumers. fast track
Which is always perceived as trendy and affordable
watch has an edge over its competitors. Hence fast
track
Is one of the best alternative who are a looking for a
trendy yet affordable watch.

15. Differentiation:-
Fastrack is a highly differentiated brand in the eyes of
its target audience (based on our sample).
 Fastrack has been able to differentiate itself because
of the variety of offerings and the reliable after sales
service it offers.
 Also, it has always been (or perceived to be) an
innovative and up-to-date brand.

16. POP AND POD :-
POP:-
 We use watch for seeing the time.
POD :-
 Fast track watch giving to the best quality and time
durations.
Fast track watch in no maintance.

17. STRENGTHS :
STRENGTHS Watches as a fashion accessory Quality
or price positioning Brand image Market segments
with large potential: women, youth, children,
sportsmen, the budget-conscious and, of course, the
big spenders. Customer value and offered after sales
service in a showroom environment.

WEAKNESSES :
WEAKNESSES Main USP is low cost watch. Lack of
futuristic approach Lack of flexible thinking


18. Conclusion :
Conclusion The opening of the Indian market and the
arrival of premium fast track brands has certainly led
to Indian consumers being exposed to global brands,
styles and various price levels. To the Indian
consumers, the high price of fast track watches has
helped them to realize the value of Indian brands,
particularly of Titan, which offers equivalent quality,
but at lower prices and with better distribution and
service. Titan has shown its differentiation, and
customer centric approach which helped them to get
the market.