BRAND MANAGEMENT ASSIGNMENT (MARKETING)

1. ASSIGNMENT # 2
THE UNIVERSITY OF LAHORE
HAIDER ALI BAIG
70066100
BRAND MANAGEMENT
BBA-7B
Ms. Sumaira
LAHORE BUSINESS SCHOOL
UNIVERSITY OF LAHORE ISLAMABAD CAMPUS

2. Question Number 1
Facial recognition technology is not new, but the way it is being used is. If you have
a criminal record, police can find that out just by looking at you—through their
iPhones, that is. Using a device known as Moris, which stands for Mobile Offender
RecognitionandInformationSystem,apoliceofficercansnapa pictureofa person’s
face or scan a person’s iris and obtain immediate information if there is a match in
a criminaldatabase.Nomoregoingdowntothestationandgettinginkyfingertips—
the gadget can collect fingerprints right on the spot. Whereas an iris scan must be
conducted with the person’s knowledge because of the close range necessary, a
picture can be snapped from several feet away without the person knowing it.
Facebook uses facial recognition to allow users to identify friends in pictures, and
severalmobilephoneappsallowuserstoidentifyFacebookfriendswithameresnap
of a picture. Google considered a project that would enable mobile phone users to
snap a picture of someone and then conduct an image search but rejected the idea
because of ethical concerns.
i. Discuss other commercial applications of facial recognition technology.
Come up with two new-product concepts that employ this technology.
ANSWER
The new-product concept that employs facial recognition;
Home fridge; develop a fridge that recognizes the face of the owner to ensure that the
children don't open it to avoid destruction by children
A wardrobe,developawardrobe thatrecognizesthe facesof the usersof the wardrobeinthe
house.
The increasing crime of car theft proves that there is still a frail securitysysteminstalled on
the car. Apartfrom the expertisepossessedbythe car thieves,the crime of cartheftcan also
occur due to the negligence of the car owner in leaving his car
The other commercial application of facial recognition technology is;
Intelligent Marketing-Retailers uses facial recognition to target the specific adverts at the
shoppers based on stored information, behavior or demographics. This makesmarketing to
be more effective and personalized.
Fast Payments and Financial Transactions-This makes app-based payment methods to be
faster.
Human Analytics - Inhumananalyticsfacial recognitionisusedaccessinformationonpeople
in a retail store since it can determine the numbers, sex, age, ethnicity and other relevant
information.
ID verification-facial recognition is used in ID verification services.

3. ii. Discuss the ethics of incorporating facial recognition technology in
products.
ASNWER
The ethicsof incorporatingfacial recognitiontechnologyinproductsare;
Validationof purchases-facial recognitionhelpsinvalidatingpurchasessince the face is
scannedso as to identifyapersonandhislinkedbankaccount,andhis purchase iscomplete.
Advertising- facial recognitionhelpsthe shoppersorconsumersorbuystofindwhat exactly
theyare lookingforina fasterway.
Intelligentmarketing- Retailersuses facial recognition totargetparticularadvertsat the
shoppersbasedthe storedinformation,the demographicsorthe behaviorwhich makes
marketingmore effective.
Question Number 2
Wireless carriers are trying to get customers to pay more for something they
doless andless—making phonecalls.It seems consumersaredoingeverything
but talking on their mobile phones. Average voice-minute usage has fallen
since Apple introduced the iPhone in 2007 and consumers have turned totext
and voice-over-Internet calling options such as Skype. But voice billings
account for almost 70 percent of what carriers charge mobile phone
customers, and they don’t want this cash cow to dry up. As a result, carriers
are starting to drop plans that allow subscribers to buy only the minutes they
need or want and are replacing them with flat rates covering unlimited calling.
Carriers say this would be less complicated for consumers, but the real reason
is that they do not want customers trading down to cheaper plans when they
realize they can save money by scaling back their voice plans. So carriers are
eliminating tiered-pricing voice plans altogether.
i. Compare the prices of two mobile phone carriers, such as AT&T and
Verizon. What types of pricing strategies are they using?
ASNWER:
Nowadays,customersprefertextingovercalling.Customersuse WhatsApp,Viber, Skype
amp,Zoom,and more.In thisregard,carriershave startedcharging theircustomersaflat
rate that coversunlimitedcalling.
In thiscomparison,we cansee that AT&T usesa premiumpricingstrategyandVerizon uses
an economypricingstrategy.
Nowadays,customersprefertextingovercalling.Customersuse WhatsApp,Viber, Skype
amp,Zoom,and more.In thisregard,carriershave startedcharging theircustomersaflat
rate that coversunlimitedcalling.Carrierscharge lessfortheirplans.Carriershave the view
that thismethodwill create ease andreduce complexities.

4. AT&T and Verizonare the twolargestphone carriersinthe U.S. Both of themoffersan
unlimitedplanandgreatcoverage butwithhighprices.Verizonoffersbettercoverage than
AT&T but whenitcomesto pricingAT&T istend to be lessexpensive.VerizonandAT&Tare
bothusingthe economypricingstrategyastheyare startingto drop plansthatallow
subscriberstobuyonlythe minutestheyneedorwantand are replacingthemwithrates
coveringunlimitedcalling.
Explanation:
A businesscanuse a varietyof pricingstrategieslike the Price skimming,Marketpenetration
pricing,Economypricing,PremiumpricingandBundle pricing.
Price skimming iswhena productis firstlyintroduced,ithasa higherprice thengradually
decreasingthe price asmore competitorsenterthe market.Examplesof these are Electronic
gadgets.
Market penetrationpricingisthe opposite of price skimming.Itstartswithlow pricesand
afteryou establishedyourcustomers,youstartto setthe priceshigher.Example isInternet
providersandGrocerystores.
Economy pricing targetscustomerslookingtosave asmuch moneyas possible onwhatever
goodor service they're purchasinglike whatVerizonandAT&Tdoes.Theyofferunlimited
callsfor a price that may looklike youwill save money.
Premiumpricing isalsocalledprestige pricing.Itiswhenaproductthat is highqualityand
customerswill considertobe highvalue like ApplegadgetsandDesignerbagslike Channel
and LV.
Whencompaniespairseveral productstogetherandsell themforlessmoneythaneach
wouldbe individually,it'sknownas bundle pricing.
ii. Compare your mobile phone plan to other carriers’ plans. What tactics do
carriers use to keep subscribers from switching?
ASNWER
To avoidsubscribersfromswitching,somecarriersofferplansthatyoucan customize and
change the contentsuitable foryourneeds(numberof minutesforphone calls,unlimited
texts,amountof mobile dataforusage,subscriptionsetc.).
Explanation:
Dependingonyourcountry,some mobile carriersofferflexible andcustomizable plan
options.Since carriersare aware that noteveryone hasthe same needs,theygive their
consumersthe optiontomodifythe plan.The monthlypaymentisthe same,butyoucan
have the freedomtoalterthe plan'scontents,as longas withinthe designatedprice of plan
subscription.Youcaneitherincrease ordecrease the numberof minutesforphone calls,as
well asthe amountof mobile datayoucan use.You mayalso optto have unlimitedtextsand
subscriptions(suchasNetflix).