Artificial Intelligence: How Sama Tea Used AI To Laser Focus Its Branding
The founders (pictured above) worked with AI branding experts 100.co to ensure a successful launch of Sama Tea, their new tea brand.
According to Harvard Business School professor Clayton Christensen, there are over 30,000 new products introduced every year, and 95% fail. These include launches by seasoned, experienced entrepreneurs. Radhi Devlukia-Shetty and Jay Shetty therefore were not taking any chances with the launch of their pet project – Sama Tea. To make sure they made it into the ranks of the successful 5%, they roped in 100.co for AI-powered brand creation. (Forbes)
Jay Shetty is a best-selling author and life coach. His wife Radhi is an Ayurvedic chef.
To ensure they took the right decisions on critical issues including design, manufacturing, marketing, logistics, and others, the couple decided on a data-driven and ML (machine learning)-based approach.
100.co helped them achieve the optimal mix of their authentic vision for the tea with the dry and clinical, tech-driven, AI approach to branding the project.
How AI corrected course for the Shettys
Initially, the Shettys thought focusing on the flavors of the tea would work for the branding approach. However, data and ML insights indicated that buyers would be more drawn towards health benefits from the tea such as stress reduction, generating a feeling of calm, and restoring clarity in thought.
The couple shifted gears and made the changes accordingly in the packaging and marketing of Sama Tea, emphasizing these benefits more versus flavors, and achieving a successful product launch.
How it works
Philip Smolen, 100.co’s chief platform officer, said to Forbes: “We take several major data sets, retail sales data, what’s being sold in the market, product data … not only the products available for purchase but what are the ingredients for those products, how are they packaged, how are they priced, what are their claims … then one of the key things we do that is pretty unique is tie that together with social data, what are people saying, what are the reviews, what is the sentiment?”
“Then we take toolsets like machine learning, assisted learning, natural language processing … in order to look at not just what is selling, and what is trending, but why it’s trending.”
In the net result, huge amounts of relevant data can be garnered and analyzed by AI to provide actionable insights for better branding and marketing of the product.
So founders can be more sure of launching successful products at attractive prices due to an efficient process and lower costs.
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