Social media marketingAssignment

Introduction

• Titan launched his sub brand FASTRACK in 1998. for watches in youth segment.

• It had evolved in to a fashion accessory brand with entry in to product segmentation like,

Watches,Bags,Sunglasses,Belts,Wallets

• Contributes the largest share of profit to titan 30-40%

• Target customer youth or youngster .

Brand strategies used in traditional market

• product strategies :-

*Funky, Adventurous and Cool Colors.

*Fashionable and Trendy.

• pricing strategies :-

* middle to high level pricing.

* pricing targeted youth towards the fashion accessory .

cont..

• distribution strategies :-

* 11000 fastrack Dealers spread across 2500 towns.

* 55 Exclusive Fastrack Stores/Kiosks in 22 towns.

* 745 Service Centers in 345 Towns

• Promotional strategies :-

* promoting multiple buying

* advertising is in the form of television.

* Ads are provocative and high appeal among the college going

populations

Promotional strategies cont..

The Brand Ambassadors virat kohli

represent the brand image of Fastrack

,Bold, Adventurous.

They also have a mass following and

immediate connect with the Indian Youth

Social media strategies followed by fastrack• fastrack entered in social media market(internet) in 2005.

• Fastrack needed to reach the youth where they were, and in the new Internet environment they were on social networking sites, blogs etc.

• Fastract joined Facebook in 2005.

• Now 9,056,756 people have liked the page and 21,653 talked about them.

cont..• Twitter page

• Now in the twitter 4,405 people have tweets and 6,571 follow them.

cont..

• Fastrack participated in some other social networking site.

• http://www.pinterest.com/fastrack/

• https://www.youtube.com/user/fastrackworld

• http://instagram.com/fastrackworld/

• https://plus.google.com/115337300713616907275/videos

Success in social media strategies

• Social media is the tool. They used to attract the youth , the pictures displayed on the website creates curiosity and interest towards the product.

• Fastrack has launched two Facebook groups called Life on Fastrack and Bikers on the Fastrack, which have 121 and 71 members already.

• It has launched MyExBox, an online campaign where users can post videos.

• online campaign is based on the Fastrack’s theme ‘Move On’ and encourages users to vent the reasons why they had to dump someone or something and move on. According to the company, the most viewed video of the week wins Fastrack Merchandise and also a chance to get featured in a Fastrack TV commercial.

• This makes the campaign go viral as users share the videos with their friends to get more views.

• It sells watches online through direct marketing.