new brand launch - lingo
DESCRIPTION
TRANSCRIPT
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