Brand Story- Fastrack

Fastrack is one of the best Indian brand I adore, started in the year 1998 as a sub brand of TITAN went ahead to be as big as the parent brand TITAN. Thereafter it was launched as an independent brand removing the Titan tag from the brand name. The brand mantra of Fastrack is affordable fashion for the youth.

It tapped in a market that was fresh and relatively untapped by understanding the right need of providing the youth fashionable branded accessories which wouldn’t hurt their pockets. True to their promise, fastrack has consistently come up with new designs at an affordable price. The success in watches led to brand extension into other accessories market ranging form sunglasses, belts, bags, caps and wristbands and today it’s the largest selling sunglasses brand. Its promos were catchy, the campaigns 'how many you have men" and "move on" tapped the right emotions.

The brand has big plans as it has expanded its distribution network apart from selling through TITAN stores, It now retails through store-in-store models, watch retailers and other departmental stores. It has started their standalone retail shops of fastrack products at all the major cities and aim to reach 50 stores by this year end. This is one brand which has got its STP right. The TG is trendy, ambitious, thinks big and wants branded stuff which their friends recognize and fastrack priced it rightly with watches starting from 699/-

Whats Next ??

Fastrack has excellent brand recognition across all its products and is a cult among the youth, the brand should start a new campaign promoting their website and allow users to build their own communities across all its products. This would serve following purposes

1. Create loyalty for its products and Enable communication of proud Fastrack owners using similar products.

2. A platform to upload their pics on the site (sporting Fastrack products) and allow other users to rate & comment on how cool they are!

3. When the user logs in, the brand can promote its new collection, In this way it can cross sell to its existing base of loyal customers.

Zoo Zoo on my Reliance

Prashant gets a Rs 50 voucher for recharge of Vodafone and is surprised to see the Zoo-Zoo sticker on the recharge Vouchers, he gives me the sticker and it's so appealing that i paste it on my Reliance CDMA handset :),and today i was surprised to see many people sporting similar stickers on their handset as i did.

A small thing like voucher can also be an important element in Brand building exercise as it's a consumer touch point, a consumer should be reinforced with the same message/image when ever he comes across any of the companies Communique, be it a visiting card,uniform of the staff, packaging etc, companies spend a lot on the details and effort in designing these elements across all the communication materials and various consumer touch points. and the details about the color font, logo size are emphasized in the Brand manuals which the agency insists to follow strictly as this would help the brand building and consistency in image/feel.



Now coming back to Vodafone brand building exercise, the company came up with its new character ZOO ZOO this summer with a lot of hype and it was well accepted by the audience and generated a favorable image about the brand. Vodafone is cashing on ZOO ZOO's success by placing them across all its communiques, it also gives a free ZOO ZOO cd with recharge vouchers of Rs 350 and now it has come up with these new innovative vouchers reinforcing the brand identity and making the association more stronger.