1.

Product Feature Matrix for 2 wheelers vechiles:

Maestro Edge 125 Honda Activa TVS Jupiter 125 Suzuki Access Yamaha fascino 125
125 125

Engine Air Cooled, Single Single Cylinder, 4- Single Cylinder, 4- Single Cylinder, 4- Air-cooled, 4-stroke,
type Cylinder, OHC Engine Stroke, Engine Stroke, OHC Stroke, 2 Valve, SOHC, 2-valve
SOHC
Engine 124.6cc 124.9cc 109.7cc 124cc 113cc
displacement
Power 9.24 PS @ 7000 8.63 PS @ 7.99 PS @ 8.7 PS @ 7000 7.1 PS @ 7500
PS @rpm 7500 rpm rpm rpm
rpm 6500 rpm
Torque 10.2 Nm @ 5000 rpm 10.54 Nm @ 5000 8.4 Nm @ 10.2 Nm @ 5000 8.1 Nm @ 5000 rpm
Nm @rpm rpm 5500 rpm rpm
Stroke 57.8mm 57.9mm x 57.4mm 57.8mm
Bore
Valves per 2 2 x 2 2
cylinder
Ignition Digital TCI Ignition CDI Digital IDI With x C.D.I (Capacitor
Ignition Map Discharge Ignition)
Technology
Compression 9:9:1 9:8:1 x x 9.2.1
ratio
Braking Integrated Braking Combi Brake System Synchronized Combi Brake System Unified breaking
type system
System Braking System
Chassis Under bone Under bone High Rigidity Under x Under bone
type
bone Type

2. Contribution of Artificial Intelligence on Product/Brand

Management:
a) Short Run prediction for firm:
The short-run business outcomes that AI promises are likely to be tactical solutions.
For firms in developed economies, AI will aid in personalization by creating superior
brand experiences for customers
Examples:
1. Spotify’s “Discover Weekly,” a curated personalized playlist based on their listening history.
2. Uber Eats use of AI to optimize delivery times.
3. Creating content-focused advertisements such as McCann’s AI creative director that advises
the creative team on directing commercials.
 These tactical solutions are likely to bear fruit immediately and create a positive
difference in branding and customer management practices.
For firms in developing economies, AI will aid in personalization by creating brand trust for
customers by offering affordable prices. Example: Amazon India’s AI tool can study holiday
purchase data and advice on the right pricing.
b) Long Run prediction for firm:
 In the long-run, firms will be better prepared to offer AI-driven solutions that are
comprehensive solutions impacting the entire customer lifecycle, rather than the
focused, tactical solutions in the short-run. There are three critical areas of customer
relationship management—acquisition (brand value), retention (human-machine
 interface), and growth (customer knowledge value)—that have long-term relevance to
firms and that can serve as the cornerstones of their marketing strategy.
 Customer acquisition: As consumers increasingly use networks such as Amazon or
Google for product recommendations, the power of these networks to control
consumers’ consideration sets increases. In contrast to a brick-and-mortar store, or even
an online website where firms controlled the presentation and managed the availability
of their products, firms have much less control on the availability and presentation of
their products through voice-enabled devices or on curation platforms.
 For firms to overcome this loss of control is to develop a direct relationship with
consumers. This can provide two benefits. First, it increases the incidence of consumers
searching directly for their brands. Second, it allows the firm to collect data about
consumers to better curate content. Branding, traditional TV, YouTube, or display
advertising were instrumental for firms to influence consumers at the top of the
purchase funnel and induce branded search results. A higher level of brand awareness
also allows firms to directly observe the behavior of consumers on their websites and
mobile platforms instead of an intermediary curation engine such as Amazon. Starbucks
is a good example of a brand leveraging its strength to increase consumer adoption and
usage of its mobile app and thereby understanding more about its consumers’
preferences in order to provide a personalized experience.
Customer retention: After customer acquisition through superior brand value, the
interface of customers with the apps, chatbots, and intelligent devices is important for
customer retention. In an AI-driven world, this can be a challenge because as machines
become more conversant and interactive; brands need to understand how to project their
personality through machines and should understand how to create consumer trust with
their algorithms.
In developed economies, the uncanny valley of AI possesses an especially difficult
challenge for managers to balance between pushing for virtual assistants to completely
reflect humans versus maintaining some artificiality. For example, researchers in
Singapore found that consumers experienced uneasiness when they first used a
driverless car. Therefore, they also have to understand the human-machine interface in
order to design effective AI products that effectively present recommendations and
consequently improve customer retention.
Customer growth: AI systems allow firms to understand the consumption of products.
This is a breakthrough in contrast to traditional non digital environments that allowed
firms only to know whether a consumer purchased a product. This additional layer of
information enables the generation of better brand value (that drives customer
acquisition) and a better human-machine interface (that drives customer retention).
Companies such as Google, Netflix, or Amazon that are geared toward building network effects
(i.e., providing products for free or a nominal subscription) also focus on broadening their user
base. The data collected from the portfolio of offerings (i.e., Google search, Gmail, and
Amazon Prime) provides the basis for the development of recommendation algorithms that
then provide autocomplete/ recommendation results for search terms, emails, movies, music,
related articles, and similar product bundles.
 3. Change in the Marketer’s Marketing Approaches and
consumer’s consumption practices with the advent of
following :
a) Internet Of Things:
According to the infographic 51% of the world’s top global marketers expect that IOT
will revolutionize the marketing landscape by 2020. After looking at some consumer
evolutions Marketo resumes the ways marketers will use IOT (mainly in a data-driven
marketing view) as follows:

 Analyzing customer buying habit across the platforms customers use.

 More and previously unobtainable data regarding the ways consumers interact with
devices and products (the “connected devices” themselves).
 Getting a better insight into the buying journey and in which stage of it the customer
is.
 Real-time interactions, POS notifications and of course targeted (and even fully
contextual) ads.
 The customer service field whereby issues can be quickly resolved.

Consumers are increasingly expecting technology to play a more involved role in their
everyday experiences. Technology to ensure a more efficient and informed process has become
the expectation, rather than the rarity. Consumers expect a frictionless experience, period.

Banks, retailers, healthcare facilities, and entertainment providers are just a few
examples of industries looking to technology innovation to help address these consumer
behavior trends. Merchants, IoT software firms, and device manufacturers are
increasingly partnering with payment providers to provide an effortless payment
transaction every time a shopper buys a product, a service or a subscription.

b) Augmented Reality:
Augmented reality (AR) refers to the layering of visual information onto a live picture
of your physical surroundings, enhancing the real-world environment in real time. If
you’re reading this then you’ve probably already used, or know of at least one
application of AR. Both Snapchat and Instagram filters are current examples of
augmented reality and quite notably Pokémon Go, which most recently drew (and held)
the attention of the masses…and headlines (for both good and bad reasons). Since this
technology has shown its ability to hook users, more and more brands are making use
of it to engage current and potential customers. In an environment where almost
everyone has a smartphone, augmented reality seems like an obvious next step since
there’s no need for the additional hardware it is generally quite straightforward for
people to use, and has a great capacity to enhance the effects of marketing.

Using this technology, influencers will be able to make virtual experiences more personal for
their fans. Existing techniques to increase engagement, such as Q & As, meetups and contests
will become so much more “real”, as followers interact with influencers in the real world using
their electronic devices. This will further reinforce the relationship between followers and
influencers, whilst eradicating the need to be physically present. Brands sponsor influencers to
take advantage of this relationship between followers, and influencers act as an engaging,
entertaining and relatable face to a brand, thus transitively increasing brand affinity.
c) Virtual Reality:
Virtual reality (VR) on the Internet has been gaining prominence recently because it
enables consumers to experience products realistically over the Internet, there by
mitigating the problems associated with consumers' lack of physical contact with
products In general, VR enables consumers to learn about products thoroughly by
providing high-quality three-dimensional images of products, interactivity with the
products, and increased telepresence. While consumers are becoming more and more
sophisticated and are looking for engaging, interactive and personal experiences,
marketers have to employ heightened interactivity and increasingly personalized
communications to impress their audiences. Thus, virtual reality marketing has turned
into one of the most powerful marketing tools available - 75% of top world brands have
already integrated VR into their content strategies. Today, if you’ve decided to create a
website and build an online business, virtual reality marketing is the best way to bring
people closer to your products.
Altogether, VR technologies allow greater emotional intensity and provide a new layer of user
experience. Further, thanks to technological development and lower production costs, virtual
reality marketing has become more available for advertisers. It will continue to create the
disruption in business models becoming the next major platform shift after the web and mobile
devices.

d) Artificial Intelligence:
 Customers are increasingly expecting the brands they interact with to deliver
personalized and convenient experiences, if not anticipating what they want and need.
A smart consumer engagement strategy is important to connect data to more
personalized and engaging experiences. Developing intelligent apps and agents with
cognitive services, bots and voice skills allow you to engage more deeply and
personally with customers. AI can help marketers humanize the consumer experience
and create more “wow” moments throughout it. Advanced CRM and marketing
systems learn a consumer’s behaviours and preferences through repeated interactions
to develop a detailed shopper profile that’s used to deliver proactive and personalized
outbound marketing, including tailored recommendations, rewards or content.
Consumers also expect to engage with brands on every channel on their own schedule
– 24 hours a day, seven days a week, 365 days a year. Conversational AI in the form
of intelligent agents (digital assistants and chatbots) elevate the marketing experience
to meet that expectation – it’s not a means of automation, but a conversational way to
engage with customers and create a deeper relationship. Forty-four percent of
consumers have used a chat interface in a retail store or on a brand’s website, and 43%
of consumers say that their overall chat experience positively impacts their perception
of the retail store or brand, according to Bing Ads and PSFK. Fifty-two percent of
global smartphone users want a voice assistant to help them navigate and find products
while they’re in a store, according to Adweek and Accenture Interactive.
Submitted to: Submitted by:
Dr Shiv Shankar Kumar Yadav Puneet Gupta
MBA (M&S)
Section-A
A-30