Brands
TAM Media Research launches Crisp
NEW DELHI: TAM Media Research has launched CRISP (Consumer Reviews & Influencer Sentiments for Brand Performance) -a robust, intelligence analytics tool to help decode consumer sentiments in the Indian marketplace. The product is specially crafted for marketers to gauge and understand the actual consumer reviews/sentiments and augment the consumer product connect. It answers the need of today – to understand the need and qualitative views of the product user and improvise customer satisfaction so as to further build brand affinity and a loyal consumer.
TAM has partnered with Revuze – a leading company that has revolutionized product experience management globally. The AI based dashboard will be available to the users from October 2020.
The end consumer of a product makes the most significant contribution to a brand. Consumer reviews, feedback and suggestions are the mirror to the brand’s image. Today’s consumer at a click of a button can rave or rant about a product, its performance, customer service, etc. Every marketer knows the need to listen, understand the feedback and reviews but is struggling. There is a gold mine of non-coded and unstructured information and data available in various forms across e-commerce sites, blogs, etc. Marketers do not have a quick and reliable single window means to decode, mine and analyze the data and know the actual sentiments from their direct users/influencers.
Crisp will help marketers with a holistic, unbiased, affordable, AI analytical tool at their fingertips.
This AI-based analytical tool provides actual data insights and analytics of the user sentiments. It tracks consumer sentiments across multiple e-commerce portals and decodes unstructured data in turn help marketers with valuable information to make informed decisions. The Analyzer tool is unconstrained by human bias and perception. This proprietary technology deep dives and provides Insights via tracking reviews, opinions, and messages.
TAM Media Research CEO LV Krishnan says, “Today’s evolved Indian consumer is not just pragmatic about the products they purchase but extremely vocal and quick to give reviews. For a marketer, this customer feedbacks can help realign product and communication strategy effectively. Hence, it is crucial for marketers to constantly keep track, understand and re-connect while managing consumer sentiments towards brands. TAM has partnered with Revuze to bring a new age, robust, data analytics tool – Crisp, for marketers to decode the realms of unstructured feedback data from consumers and retrace it back into defining sharper brand strategies. In a fast-paced evolving environment, it can be a crucial weapon for Marketers to win additional brand sales and market shares. Crisp will help build the much-needed superior analytical prowess within the marketers business and help analyze product usage, identify areas of product/service improvement based on feedbacks so as to take quick-footed decisions.”
Revuze CRO Shai Etzion says, “After showing significant success in the USA, Revuze is entering the Indian Market partnering with TAM Media, a natural choice being our mutual Nielsen family relationship and their 20+ years’ experience in deep understanding of the Indian media landscape. It will be a compelling product and a game-changer for India to understand consumer sentiments and reviews.”
Brands
Raj Cooling Systems launches Agreyas appliances brand
Emraan Hashmi named brand ambassador for consumer appliance push.
MUMBAI: A company known for cooling solutions is now heating up its ambitions in the home appliances market. Raj Cooling Systems Pvt. Ltd. has launched a new consumer appliances brand, Agreyas, marking its entry into India’s rapidly expanding home appliances sector valued at more than Rs 1.5 lakh crore. The move represents a strategic diversification for the company, which has traditionally focused on cooling solutions for residential, commercial and industrial applications. Through Agreyas, the firm plans to tap into growing consumer demand for energy efficient and technology driven household appliances.
To build brand visibility, Agreyas has appointed Emraan Hashmi as its brand ambassador. The campaign has been developed under the banner of Zoommantra Productions, with actor and filmmaker Rohit Roy contributing to the creative direction.
The brand’s initial portfolio will include mid premium air conditioners, washing machines, geysers and other white goods designed to cater to modern Indian households seeking efficient and reliable appliances.
Raj Cooling Systems, founder and chairman Kalpesh Ramoliya said the launch aligns with the company’s broader expansion plans.
“The launch of Agreyas is in line with our vision to build a strong presence in India’s consumer electronics and home appliances market. The brand has been developed as a standalone identity to meet the evolving needs of Indian consumers,” he said.
Hashmi said the collaboration comes at a time when Indian buyers are increasingly looking for innovative and functional home solutions.
“I’m looking forward to working with Agreyas at a time when consumers are seeking more innovative and efficient home products. The brand reflects changing consumer behaviour around functionality, innovation and ease of use,” he said.
Raj Cooling Systems plans to invest around 10 million dollars in developing the brand, with an additional 5 million dollars earmarked over the next three to five years for product development and distribution expansion.
Agreyas will follow a multi channel distribution approach, selling through online platforms, retail outlets and dealer networks aimed at both urban and semi urban markets across India.
With the launch, the company is positioning Agreyas as a standalone consumer facing brand while continuing to leverage its existing manufacturing, engineering and research capabilities built through its core cooling solutions business.
