New Brand Launch - Lingo
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Transcript of New Brand Launch - Lingo
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New Brand Design Presentation
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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
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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.
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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!
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Competitors
Direct Competition
Indirect Competition
• Human Translators
• Electronic Translators
• Online Translators (Eg. Google)
• Tour guide
• Dictionaries
• Language Schools
• Mobile, Computers
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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
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Customer-Based-Brand Equity
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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
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Positioning
• Customer’s Profile• Customer’s Profile– Business person– Frequent traveler– Elderly traveler– Scholar– Movie goers– Emergency services
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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.
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Positioning
• Brand positioning mapFast translation
Slow translation
High MobilityLow mobility
Translators
Online translators
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Positioning
• Brand positioning mapHigh price
Low price
High MobilityLow mobility
Translators
Online translators
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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
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Brand elements
• Logos
• Slogan:
– Memorability– Meaningfulness
• High technology• Connecting • Communication
– Likability• Sophisticated• Persuasive
– Transferability• New category
– Protectability
Say Hi! to the world
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• Packaging: – Memorability
• Simple• Easy to carry
– Meaningfulness• The last dictionary
– Likability• Classy packaging
Brand elements
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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
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Marketing mix
• Promotion– Trade shows– Advertising
• TV• Radio• Newspaper• Magazines• Out of home• Alternative advertising (Airport branding)
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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
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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”
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Brand Extension
• LINGO – Home Theater– Radio– Software– Sunglasses– Phone (Li Phone)– Electronic translator– Online translator– Language university– Dictionary– Hardware in computers
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Advertising image
Say Hi! to the world
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Brand elements
Say Hi! to the world
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Brand elements
Say Hi! to the world
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Brand elements
Say Hi! to the world
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You cannot talk with animals.
Say Hi! to the world
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Say Hi! to the world
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Say Hi! to the world
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Say Hi! to the world
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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
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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)
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Appendix
Survey
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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
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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
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Thank You!Presented by
Sanghita