Product- Fast track bags, watches, accessories etc.

Pitch- Youth Oriented, trendy products. Fast track entered into the market as a brand for youth. At time there were no such a youth brand. Fast-track grasped this opportunity and introduced a variety of products that were trendy and more fashion oriented.
It has its kind of designs for all the products and it endorsed youth icon celebrity, John Abraham to promote the products.

Market Analysis- At time when fast track came into market there were other brands like TITAN for watches, American Tourister and Tommy hilfiger for luggage etc. All these are high end products as the price of these are higher and conceived as traditional by the consumers specially by youth.  In comparison to these brands fast-track launched products having low price. Apart from price, the designs of the products were also attractive and were available in no of colors and patterns.
The main advantage it had was the name of TATA with it so it was easily accepted by consumers as the trust was associated with it.
Promotional campaigns helped in increase the sale. John Abraham was the brand ambassador initially who is the very popular among youngsters.
Overall it was a successful brand extension and still it is performing well.

By- Badrilal Parmar
RMM 2011-13