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Session 2 Case Study Assignment

The document discusses how brands can leverage AI assistants like Alexa to better understand customers and target them with personalized recommendations. By paying for customer data from AI platforms, brands can ensure their products are recommended when customers are looking to make purchases. Brand managers need to understand how AI assistants make recommendations and ensure their products meet criteria like high ratings and

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Arun Kumar Satapathy
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1K views

Session 2 Case Study Assignment

The document discusses how brands can leverage AI assistants like Alexa to better understand customers and target them with personalized recommendations. By paying for customer data from AI platforms, brands can ensure their products are recommended when customers are looking to make purchases. Brand managers need to understand how AI assistants make recommendations and ensure their products meet criteria like high ratings and

Uploaded by

Arun Kumar Satapathy
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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CASE-1

“Advertising can't make you buy something you don't need "

Advertising is about identifying the need before you realize it and providing a product that
solves your problem.

There is nothing wrong with it. Successful Advertising might convince you to buy something
but the decision still lies with the customer. If the person needs the product, he/she moves
from being a customer to a consumer or converts someone he/she influences over to be a
consumer.

Advertising is about creating awareness. Of course, there is an ethical stand every brand takes
depending on its values. What is right or wrong is very subjective. After all, it is the art of
selling your product.

Let’s talk about the other side. Let’s say the advertisement was appealing and attractive in
every way possible it can’t make someone buy a thing if that product is unnecessary for that
person. For example, I don’t have a bike and I don’t have any plan to buy one in near future
so how much appealing or attractive the ad of engine oil is I won’t buy it because it's
absolutely unnecessary for me.

CASE-2
Q1. Choose two of your favorite brands and devise an idea for Alexa's “skills” that
consumers could find useful. How would these skill help sells more of the brands’
products and/or increase customer loyalty?

Ans. For marketers, and more generally for Brands, these AI platforms will be a source of
information. That information will not be free, but by paying, they will get very detailed
segmentation and price range to target and sell their products. My favorite brands
are XIAOMI and COCA-COLA. And the skill that consumers could find useful is the
comparison with other brands.

Brands will be able to know who their customer is, this information will be representative of
reality, especially when assistants are ubiquitous. They will not need, as they are doing now,
to invest in fidelity programs, bonuses, or point systems, or at least not in the same manner,
or for the same reasons. Brands will have to re-evaluate how they keep relationships with
their customer and if they need that relation at all. They will have to be sure that at the
moment when a potential client wants to change his car, their vehicle gets recommended. The
easiest way to do that will be to have a relation, with the AI platform and not necessarily with
the customer directly. Especially if the recommender system recommends the car, and buy it
from the brand to lease it to the customer. 
Q2. How can brands remain relevant in the age of Alexa? What strategies should brand
managers employ to continue to influence consumer purchase decisions if consumers
become more reliant on AI assistant?

Ans. As of now the buying behavior of Alexa or any other AI assistant mostly dependant on
the behavior of the consumer for routine products. For other products, it depends on the
rating and review of the product and how much the consumer can spend on that type of
product. So for a brand manager, it is important to understand the algorithm of the AI
assistant and act according to that.

For example, a consumer buys products that have a rating above 4 and positive customer
reviews so if your product doesn’t fall in that category then you will lose that consumer. So
for a brand manager, you have to maintain product quality as well as have to understand the
pattern AI assistant follows.

Q3. What kind of products or brands will most likely be either negatively or positively
affected by increased use of AI assistant? Explain your answer.

Ans. The products that we purchase regularly like food items some household products and
beauty or cost emetics products, these products won’t be affected by increased use of AI
assistants as we know which product is best for my skin which products suit me or which
food tastes better. Unless there is something way much better than the current products that I
use I won’t switch to other brands.

On the other hand, the products we buy once in a while or say occasionally we will depend
on AI assistants as they swill compare the review rating and cost with other similar products
and show us the best one. and that products will be affected by the increased use of AI
assistants. For example, electronics products gadgets furniture etc.

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