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

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

Products
Earphone Microphone Speaker Charger

Language
Major languages: English, Spanish, French, Mandarin, etc. Optional: Other languages
Covered 44 languages Installed

Voice: Man or Woman

Demonstration
Jeff: Hello, how are you? Fede: Good Jeff: Can I ask you a question? Fede: Sure Jeff: 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 Human Translators Electronic Translators Online Translators (Eg. Google) Tour guide

Indirect Competition

Dictionaries
Language Schools Mobile, Computers

Primary target market

Demographic Age- 18 75 years Income Mid to High Income Occupation- professionals, Students, Homemakers

Psychographic Life style- Comfortable, Confident seeks convenience Hobbies/Interests- Loves traveling, exploring new places, new ideas

Customer-Based-Brand Equity
Salience
Electronic device, Wireless automatic translator User-friendly, Simple design, Very easy to handle, Great battery life, Light, Small, detachable a companion, it's a way to feel confident in an unknown land, friend and a guide among strange languages Very effective product, it's a great device for international students, Travelers, Foreign delegates, business sector High tech, expensive, accessible, widely available in retail stores, feeling security Necessity, High loyalty

Performance
Imagery Judgment Feelings Resonance

Positioning

POPs
Interpreter

PODs
Real-time translation Stand alone solution Easy operation

IBM translation receiver

Voice recognition software/device Dictionaries

Cross-cultural communication
without learning language Only device with full function to talk in foreign language, in the

(paper/electric, iPods, iPhones)

Tour guide/conductor

market

Positioning
Customers 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 map
Fast translation

Translators

Low mobility

High Mobility

Online translators

Slow translation

Positioning
Brand positioning map
High price
Translators

Low mobility

High Mobility

Online translators

Low price

Brand elements
Name: LINGO- The portable communication device URL: www.lingo.com

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

Brand elements
Logos

Slogan:
Memorability Meaningfulness
High technology Connecting Communication

Say Hi! to the world

Likability
Sophisticated Persuasive

Transferability
New category

Protectability

Brand elements
Packaging:
Memorability
Simple Easy to carry

Meaningfulness
The last dictionary

Likability
Classy packaging

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

Trial Placement blogs

Facebook Experience Popular Word of mouth

Twitter
My space YouTube

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

Insert campaign information & Advertising Facebook Experience Sign up YouTube Twitter MySpace Word of mouth

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

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

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 languages http://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 dont 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