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‘It’s very difficult to create and maintain loyalty’

06-January-2009
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‘It’s very difficult to create and maintain loyalty’

“It’s very difficult to create and maintain loyalty as loyalty in our target audience is a very different construct. There is absolutely no reason for them to come back to Fastrack tomorrow if they have bought a watch today, and if something else has caught their fancy. Unless each brand is reinventing product or communication constantly, there is no reason for youth to come back to the brand,” says Simeran Bhasin, Marketing Head, Fastrack & New Brands.

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