AMITY UNIVERSITY

COURSE NAME: PRODUCT AND BRAND

MANAGEMENT
COURSE CODE: MKTG711

SUBMITTED TO: SUBMITTED BY:

DR. SHIV SHANKAR KUMAR YADAV MADHUR JAIN
A0102218036

MBA (M&S) B-39

1. PRODUCT FEATURE MATRIX
Product Category: Smart watches.
Target Segment: Millennials.

2. WHAT IS ARTIFICIAL INTELLIGENCE?

Artificial intelligence (AI) is an area of computer science that emphasizes the creation of
intelligent machine that work and react like humans. Some of the activities computers with
artificial intelligence are designed for include:
 Speech recognition.
 Learning.
 Planning.
 Problem solving.

Type of Artificial Intelligence:

Artificial intelligence can be distinguished in two SUB FIELDS:
 ARTIFICIAL
INTELLIGENCE

MACHINE DEEP
LEARNING LEARNING

MACHINE LEARNING:
It is the scientific study of algorithm & statistical models that computer system is used to
perform a specific task without using explicit instructions, relying on patterns and inference
instead. It is seen as a subset of AI. Machine learning algorithms build a mathematical
model based on sample data, known as "training data ", in order to make predictions or
decisions without being explicitly programmed to perform the task.

Also the Machine learning algorithms are used in a wide variety of applications, such as email
filtering and computer vision, where it is difficult or infeasible to develop a conventional
algorithm for effectively performing the task.

DEEP LEARNING:
It is a sub field of machine learning. Deep Learning does not mean the machine learn more in-
depth knowledge; it means the machine uses different layers to learn from the data. The
depth of the model is represented by the number of layers in the model for instance, Google
LeNet model for image recognition counts 22 layers.

ARTIFICIAL INTELLIGENCE IN SMART WATCHES

 As Apple says, the Apple Watch is definitely the most personal device they’ve
manufactured. Still, the tech giants who have immersed themselves in the rise of the
smartwatch industry may not have completely acknowledged what being a personal
device can mean.
 > Unlike a mobile phone, a smartphone can hear almost the same things what your ears
can hear. And better hardware will make it hear even better. Now, to go straight to the
subject of this article, by continuously listening to your milieu, a smartwatch can meet a
novel and as of yet under-utilized resolution – machine learning.

 The whole purpose of machine learning is to allow a software-run machine to recognize

what a user is currently doing, while at the same time offering information or an
experience that is pertinent to that specific contextual situation. For example, we can
apply machine learning on a smartwatch by making it hear the sounds while you’re
outside and allowing it to display a specific watch dial better suited to being readable in
a surrounding with high light. On the other hand, while leaving a building at night into
the outside, your watch dial might automatically activate a backlight in order help you
read it in the dark.
  This would be possible by making the watch recognize simple noises like night time
insects or sound of less traffic at night. Smartwatches are also equipped with sensors
such as the ones that measure direction, motion, and barometric pressure along with
GPS and in some instances a heart rate monitor.

 Basically, by listening smartwatches will learn what the user is currently doing. From that
point imagination of the software developers will decide what the user wants to see.

 Currently available smartwatches are equipped with a good mix of sensors in them,
including microphones. Almost all the smartwatches offered by big companies will
perform comparatively accurate things if you send them voice commands.

ROLE OF AI IN PRODUCT/BRAND MANAGEMENT:

• Real-time customer support

• Brand advocacy
• Better User Experience
• Predictive Customer Behaviour
• Consumer insights
• Product Portfolio Enhancement

3. IMPACT OF INTERNET ON MARKETING AND CONSUMER CONSUMPTION PRACTICES

 Easy Exchange of Sales Data: One of the most valuable commodities to any business is
its sales data. By having access to information regarding how, where, and why the
products are being purchased and used, company will be able to better tailor the
marketing efforts towards specific clients.
 Reduced Business Travel & Efficient Business Meetings: Any technology which reduces
the travel and communication gap will revolutionize businesses. A few years ago, having
distributed teams was considered to be highly inefficient, due to the costs associated
with business travel. But now with advanced technologies and infrastructure, this gap
has reduced a lot. Virtual reality will further reduce this gap and help businesses in
 successfully conducting virtual meetings involving different teams spread across the
globe.
 E-Commerce Advertising Will See a New Side: Apart from the obvious industry sectors
where VR is expected to thrive, such as gaming and movies, e-commerce will be one
field in which companies can reap huge business benefits of VR.
 Product and Packaging Augmentation: When anything can be augmented, why now
take advantage of all the prints. Whether it’s a cereal box or a machine that is packed to
see the actual product virtually on the packages. On some occasions, even the product
itself can be augmented for assembling, troubleshooting, training, assembling, usage
and much more.
 New Level of Product Prototyping: Companies will be able to use VR to better visualize
and design the product that they are developing like never. This was not possible before,
but with the advent of VR the product being developed can be precisely designed,
analysed for its functionality, and can also be modified multiple times if required before
it is sent to production.
 VR Can Provide Competitive Advantage to Businesses: As opposed to a traditional
product launch or physically building a new store, businesses can quickly and
confidentially create a virtual store, which is much easier as compared to physically
setting up a store. (D) Impact of AI on business and consumer behaviour.
 Artificial intelligence for retailers: The AI allows retails to gain sharper predicting tools
that ensure the making of sharper business decisions. Algorithms intensify the ability to
view business implications and translating results like higher sales and lower costs
through customer service, product inventory, and staffing.
 AI for Health care: Artificial intelligent technologies seem promising in healthcare
because they have the potential to improve quality of life and health consequences for a
substantial number of patients in future years.
 Artificial intelligence for customers: AI reduces the possibility of consumer purchase
manipulation and vulnerability. It helps customers on their buying experiences ensuring
that they make sensible buying choices because it allows marketing, gift selection, and
virtual dressing.