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Monday, 24 Dec 2018
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Superior customer insight & tech-based product devp key success factors for product innovation


1. What is Truvison’s Marketing Strategy?
We have been constantly studying the market trends in the industry, whether it’s the upsurge for consumer electronics or the plunge it faces due to innovation in technology introduced to the market each day. We are focussing on our USP being our global technology customised for the Indian market namely, Cornea Technology & Turbotek Technology for our range of LED TV & Sound system respectively.

We have designed our marketing campaign to reach our target audience of Tier I, Tier II & Tier III simultaneously through Print, Outdoor and Digital media. In order to maximise our penetration in the market through the Tier II cities, we shall be organising region specific festive activities too. Way forward we are also planning to establish our company’s exclusive franchised outlets in India.

2. Innovation is key to success in the consumer durable market. How Truvison looks at it?
Superior customer insight and technology based product development are the key success factors for breakthrough product innovation. Further, Breakthrough product innovation can be classified into two broad categories: Products that address unserved customer needs. These could be current needs of the customer or emerging needs in the future or the Products that change the existing price-value equation in the market addressing un-served customer segments.

Undoubtedly, it’s the product innovation framework that underlines innovation strategy enabling us to simultaneously differentiate from the competition and fight the large global players. Superior customer insight provides the “big-idea” and enhances in-house R&D capability limitations. Truvison being the 1st one to introduce Cornea technology in our range of LED TVs along with Turbotek Technology for our range of Sound System, we trust that innovation is the next level of growth.

3. How Truvison plans to meet the growing competition in India?
Indian audience is very dynamic and so are their needs, ever evolving. Keeping in pace with the evolving trends Truvison has focussed on building the latest in Technology at most prudent prices. R&D and Innovation has been the base of our products that drive their purpose. We plan on investing and developing our R&D centres and distribution channels for further expansion. To dominate the TV Market, our focus is to tap the value conscious Indian Consumer embracing the disruptive pricing with no compromise in quality. We believe the concoction of our truly disruptive product, philosophy of best specs, highest quality and honest pricing mixed with the innovative business model will help us propel a change in the Smart TV industry in India.

4. What are the main USP or strong points of brand Truvison?
Aspiring to revolutionize the lifestyle of consumers, Truvison brings comfort and convenience to millions of homes in India. Truvison has introduced the elite range of technologies, not just eco-friendly but also energy saving. Infact, Truvison is the first company in India to introduce the stress-free viewing experience with the Cornea-Eye technology and energy saving feature. Furthermore, the TruAer technology in the Truvison ACs has also gained a lot of traction due to its, high- performance air delivery of clean and filtered air. With consumer satisfaction as the key differentiator, Truvison is working insistently to create new products and experiences for the Indian Consumers. Known for quality and design excellence the brand credits several firsts in India. We truly believe in boosting customer confidence and bringing functionality with value for money. With utmost advertising, marketing and Word of Mouth along with the right products, we have struck the right cords with the customers. In-spite of choosing the offline route to reach the customers, we have proficiently managed to offer them cost advantage. Truvison is not only establishing itself to be a game changer but it will also set new benchmarks in terms of specifications, accessibility and affordability

5. Will you focus on the online or offline market for your products?
We have always been an offline brand however we are now also exploring the online space. However, the offline channels continue to enjoy such significant lead over the online medium due to its greater penetration and reach. With consumer markets in tier-1 geographies approaching saturation, brands and businesses across industry verticals are now looking at meeting the demand in rural, semi-urban, and tier- 2/tier-3 markets. Offline networks rule the roost in these geographies as the most preferred mode of distribution despite the growing influence of online channels and account for nearly 75% of the overall market share in India. This is what makes it essential for brands in the country to leverage more conventional channels in order to gain a larger market share. A major advantage that offline enables is that they offer prospective customers a rich experiential interaction with the product in question. Consumers can touch and feel the product, which helps in building trust and confidence with the brand and is known to play a major role in influencing the final purchase decision. Also as a brand we want to be in the vision of the current customers as well as future customers. The brand very recently has explored online space & has collaborated with the strong online partners to help us maximize the outreach for our products.

- Mr. Saurabh Kabra, Director & Business Operations –Truvison

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