New Brand Design Presentation

Introduction

• Product name: LINGO – The wireless translator• Rationale:

– Very new and unknown product– State of the art– A dream product– Expect high demands– New category– Challenging to create the brand

What’s LINGO?

• Products– Earphone– Microphone– Speaker– Charger

• Language– Major languages: English, Spanish, French,

Mandarin, etc.– Optional: Other languages

• Covered 44 languages• Installed

• Voice: Man or Woman

LINGO is the first portable communication device that translates languages without any time lag.

Demonstration

Jeff: Hello, how are you?Fede: GoodJeff: Can I ask you a question?Fede: SureJeff: Where is the closest bank?Fede: Go straight and turn right, you will see it.Jeff: Thank you! Fede: You are welcome. Good luck!

Competitors

Direct Competition

Indirect Competition

• Human Translators

• Electronic Translators

• Online Translators (Eg. Google)

• Tour guide

• Dictionaries

• Language Schools

• Mobile, Computers

Primary target market

Demographic Psychographic

• Age- 18 – 75 years

• Income – Mid to High Income

• Occupation- professionals, Students, Homemakers

• Life style- Comfortable, Confident seeks convenience

• Hobbies/Interests- Loves traveling, exploring new places, new ideas

Customer-Based-Brand Equity

Positioning

POPs PODs

• Interpreter

• IBM translation receiver

• Voice recognition software/device

• Dictionaries

(paper/electric, iPods, iPhones)

• Tour guide/conductor

• Real-time translation

• Stand alone solution

• Easy operation

• Cross-cultural communication

without learning language

• Only device with full function to

talk in foreign language, in the

market

Positioning

• Customer’s Profile• Customer’s Profile– Business person– Frequent traveler– Elderly traveler– Scholar– Movie goers– Emergency services

Positioning

• Brand positioning statement

For frequent travelers or business persons who wants or

needs to communicate with people all over the world,

Lingo is a instant wireless translation device that provides

unlimited communication, unlike any other product.

Positioning

• Brand positioning mapFast translation

Slow translation

High MobilityLow mobility

Translators

Online translators

Positioning

• Brand positioning mapHigh price

Low price

High MobilityLow mobility

Translators

Online translators

Brand elements

– Memorablity• Simple• Ease of pronunciation and spelling

– Meaningfulness• Easy to understand• Especially foreign language• Expressions used by a particular group of people

– Likability• Friendly, precise

– Transferability• New category

– Adaptable• By changing tagline

Name: LINGO- The portable communication device

URL: www.lingo.com

Brand elements

• Logos

• Slogan:

– Memorability– Meaningfulness

• High technology• Connecting • Communication

– Likability• Sophisticated• Persuasive

– Transferability• New category

– Protectability

Say Hi! to the world

• Packaging: – Memorability

• Simple• Easy to carry

– Meaningfulness• The last dictionary

– Likability• Classy packaging

Brand elements

Marketing mix

• Product• Price: 649.99 USD• Place

– Business• Global companies• Professionals (doctors, lawyers, consultants, scholars, etc)

– Consumers• Retailers (Best buy, etc)• Direct selling through online• Brand shops• Airport kiosk

Marketing mix

• Promotion– Trade shows– Advertising

• TV• Radio• Newspaper• Magazines• Out of home• Alternative advertising (Airport branding)

Marketing mix

• Buzz marketing (idea)– Free trial campaign

• Airports• 100,000 people• Summer and winter vacation

– Placement in movies and TV programs– Present to celebrities– Sponsor Olympic – Co-branding

• Airlines• Amusement parks

Marketing mix

• Social networking site “Writing your opinion campaign” with LINGO“Posting your video who you met campaign”

• Face book• YouTube• Twitter• MySpace

Winner gets- “World tour”

Brand Extension

• LINGO – Home Theater– Radio– Software– Sunglasses– Phone (Li Phone)– Electronic translator– Online translator– Language university– Dictionary– Hardware in computers

Advertising image

Say Hi! to the world

Brand elements

Say Hi! to the world

Brand elements

Say Hi! to the world

Brand elements

Say Hi! to the world

You cannot talk with animals.

Say Hi! to the world

Say Hi! to the world

Say Hi! to the world

Say Hi! to the world

Appendix

Secondary Research

http://en.wikipedia.org/wiki/Tourism- 2008 – 922million international tourists

http://www.ling.gu.se/projekt/sprakfrageladan/english/sprakfakta/eng-sprak-i-varlden.html

- 6,500 living languageshttp://www.executivelinguist.com/faq.php

- Translators costs - $75 minimum and pay 12-40cents per word

http://www.kaplan.com/Pages/default.aspx- Basic 20 week English class costs $5350

Appendix

Focus Group- General Questions about language

- What do they do when they don’t speak the language

- General Questions about traveling- Travel for business or recreational- How often do they travel

- Present the idea of Lingo- What do they think of this technology- Will they use it- How will they use it (what purpose)

Appendix

Survey

Appendix

Marketing Lesson

• Customer-Based Brand Equity Pyramid– Salience, imagery, performance, feelings, judgments, resonance

• Marketing Mix– Product, Price, Place, Promotion

• Brand Positioning– Target market, segmentation, Brand Mantra, POP and POD

• Brand Elements– Brand Name, Packaging, Slogans

Appendix

Process of working with your teammates

- Brainstorming and collecting ideas• Product, Slogan, Positioning, Brand Elements, Meting

- Constructing overall picture of our product - Allocated parts to our strengths- Working in a group and coming up with ideas

from our diverse cultural background

Thank You!Presented by

Sanghita