1998

Launches

2005

Positioned as

2011

Launches

2014

Perceived as

2003

Launches

2013

Launches

GUYS GIRLSCollections

Party

Sport

Casual

UNISEX

Tees

Interchangeables

GUYS Collections

Biker

Beach

Tees

Army

Summer Collection

Eye Sport

Essentials

Sunglasses

GIRLS Collections

What’s-your-flavour Essentials

Beach Girl

Denim

MultipliciTEES

Resonance

Judgment Feeling

Performance Imagery

Salience

Fastrack is doing great in its segment because of its unique positioning and lack of direct competition. It should not change its communication strategy yet.

In terms of Price, Fastrack should introduce more expensive lines while keeping the current lines intact. Fastrack is a brand whose watches have become more expensive with time and they are still bought. They should leverage this brand loyalty and craze for the brand by creating a slightly superior range, that can be bought by the youth, but will also be slightly differentiated from their existing portfolio.

They should venture into Shoes because it is an accessory in a young guy/girl’s wardrobe that they haven’t tapped into. They can also look at wearable technology like smart watches as it is in line with their core competency of watches.

In time, Fastrack should look at reaching out to foreign markets.

Fastrack’s unique proposition has served them well and they continue to leverage it through online and offline media. They should solidify there position with building brand communities.