tvs green (lucas tvs)
Powering Innovation and Sustainability: Launching TVS Green into the Home Solutions Market
01
Background Information
TVS Green, a new brand from the house of Lucas TVS, represents the company's foray into the fast-moving electrical goods (FMEG) sector, focusing on home solutions. Lucas TVS, with over 50 years of industry leadership, has a storied history of providing mechatronic solutions for the automotive, consumer, and industrial goods sectors globally. As a pioneer in Brushless DC (BLDC) technology, Lucas TVS has impacted diverse industries, from water management to automotive. TVS Green is a culmination of these efforts, embodying the company’s commitment to innovation and sustainability.
02
What We Did For Them
Brand Positioning
Brand Manuals
Website Design
Identity Design
Marketing Collaterals
Go-To-Market Strategy
03
Challenges
Brand Differentiation
In a saturated FMEG market, differentiating TVS Green from established competitors who had a legacy presence, were funded, and had a high market share was a significant challenge.
Creating a unified brand identity
Developing a cohesive and compelling brand identity that resonated with both traditional Lucas TVS customers and new target demographics.
market Penetration
Establishing a foothold in a competitive market with diverse customer preferences and strong brand loyalty.
consistency across Channels
Ensuring consistent brand messaging across all marketing and communication channels, including digital, print, and in-store.
educating the market
Communicating the benefits of BLDC technology and the sustainability focus of TVS Green to a broad audience.
04
Insights
Consumer Awareness
Recognized the need for educating consumers on the benefits of BLDC technology and its applications in home solutions.
Sustainability as a Differentiator
Identified sustainability as a key differentiator that could resonate with environmentally conscious consumers and build awareness among a less aware audience.
Brand Loyalty
Leveraged the strong legacy of Lucas TVS to build trust and brand loyalty among new customers.
Integrated Marketing
Emphasized the importance of a cohesive and integrated marketing strategy to ensure a seamless brand experience across all touchpoints.
Targeted Communication
Developing tailored messaging was key to address the specific needs and preferences of different customer segments within the home solutions market.
05
Strategies
Strategy 1
Strategy 2
Strategy 3
Strategy 4
Developing the positioning
In developing the positioning strategy for TVS Green, our goal was to create a message that would resonate with consumers across multiple dimensions: the innovative technology, the broad impact of their products, and the aspirational lifestyle associated with the brand.
positioning statement
Hero Mindspace: Energize Your World
This statement captures the performance and impact of TVS Green products, emphasizing how they empower and energize the user's environment. It not only highlights the advanced technology behind TVS Green products but also communicates their role in enhancing the overall quality of life.
Why It Works:
Broad Appeal: By using the term "world," the statement broadens the impact of the products to include the entire household or community, creating a sense of empowerment and connection.
Performance Emphasis: It focuses on the performance aspect of TVS Green products, highlighting their ability to energize and improve the user's environment.
Emotional Connection: The phrase creates an emotional connection by suggesting that the products will positively impact every aspect of the user's life, making their world better, brighter, and more efficient.
This positioning statement set the foundation for all subsequent brand communication and marketing efforts, ensuring a cohesive and compelling brand identity that resonated with both current and potential customers.