New Brand Design Presentation<br />
Introduction<br />Product name: LINGO – The wireless translator<br />Rationale:<br />Very new and unknown product<br />Sta...
What’s LINGO?<br />LINGO is the first portable communication device that translates languages without any time lag.<br />P...
Demonstration<br />	Jeff: Hello, how are you?<br />	Fede: Good<br />	Jeff: Can I ask you a question?<br />	Fede: Sure<br /...
Competitors<br />Direct Competition <br />Indirect Competition <br /><ul><li> Human Translators
Electronic Translators
Online Translators </li></ul>(Eg. Google)<br /><ul><li> Tour guide
 Dictionaries
 Language Schools
Mobile, Computers</li></li></ul><li>Primary target market<br />Demographic<br />Psychographic<br /><ul><li> Age- 18 – 75 y...
Income – Mid to High Income
Occupation- professionals, Students, Homemakers
 Life style- Comfortable, Confident seeks convenience
 Hobbies/Interests- Loves traveling, exploring new places, new ideas</li></li></ul><li>Customer-Based-Brand Equity<br />
Positioning<br />POPs<br />PODs<br /><ul><li>Interpreter
IBM translation receiver
Voice recognition software/device
Dictionaries </li></ul>   (paper/electric, iPods, iPhones)<br /><ul><li>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</li></li></ul><li>Positioning<br />Customer’s Pr...
Business person
Frequent traveler
Elderly traveler
Scholar
Movie goers
Emergency services</li></li></ul><li>Positioning<br />Brand positioning statement<br />    For frequent travelers or busin...
Positioning<br />Brand positioning map<br />Fast translation<br />Translators<br />High Mobility<br />Low mobility<br />On...
Positioning<br />Brand positioning map<br />High price<br />Translators<br />High Mobility<br />Low mobility<br />Online t...
Brand elements<br />Name: LINGO- The portable communication device<br />URL: www.lingo.com<br />Memorablity<br />Simple<br...
Brand elements<br />Logos <br />Slogan:<br />Memorability<br />Meaningfulness<br />High technology<br />Connecting <br />C...
Packaging: <br />Memorability<br />Simple<br />Easy to carry<br />Meaningfulness<br />The last dictionary<br />Likability<...
Upcoming SlideShare
Loading in...5
×

New Brand Launch - Lingo

1,176

Published on

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,176
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
38
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

New Brand Launch - Lingo

  1. 1. New Brand Design Presentation<br />
  2. 2. Introduction<br />Product name: LINGO – The wireless translator<br />Rationale:<br />Very new and unknown product<br />State of the art<br />A dream product<br />Expect high demands<br />New category<br />Challenging to create the brand<br />
  3. 3. What’s LINGO?<br />LINGO is the first portable communication device that translates languages without any time lag.<br />Products<br />Earphone<br />Microphone<br />Speaker<br />Charger<br />Language<br />Major languages: English, Spanish, French,<br /> Mandarin, etc.<br />Optional: Other languages <br />Covered 44 languages<br />Installed<br />Voice: Man or Woman<br />
  4. 4. Demonstration<br /> Jeff: Hello, how are you?<br /> Fede: Good<br /> Jeff: Can I ask you a question?<br /> Fede: Sure<br /> Jeff: Where is the closest bank?<br /> Fede: Go straight and turn right, you will see it.<br /> Jeff: Thank you! <br /> Fede: You are welcome. Good luck!<br />
  5. 5. Competitors<br />Direct Competition <br />Indirect Competition <br /><ul><li> Human Translators
  6. 6. Electronic Translators
  7. 7. Online Translators </li></ul>(Eg. Google)<br /><ul><li> Tour guide
  8. 8. Dictionaries
  9. 9. Language Schools
  10. 10. Mobile, Computers</li></li></ul><li>Primary target market<br />Demographic<br />Psychographic<br /><ul><li> Age- 18 – 75 years
  11. 11. Income – Mid to High Income
  12. 12. Occupation- professionals, Students, Homemakers
  13. 13. Life style- Comfortable, Confident seeks convenience
  14. 14. Hobbies/Interests- Loves traveling, exploring new places, new ideas</li></li></ul><li>Customer-Based-Brand Equity<br />
  15. 15. Positioning<br />POPs<br />PODs<br /><ul><li>Interpreter
  16. 16. IBM translation receiver
  17. 17. Voice recognition software/device
  18. 18. Dictionaries </li></ul> (paper/electric, iPods, iPhones)<br /><ul><li>Tour guide/conductor
  19. 19. Real-time translation
  20. 20. Stand alone solution
  21. 21. Easy operation
  22. 22. Cross-cultural communication without learning language
  23. 23. Only device with full function to talk in foreign language, in the market</li></li></ul><li>Positioning<br />Customer’s Profile<br /><ul><li>Customer’s Profile
  24. 24. Business person
  25. 25. Frequent traveler
  26. 26. Elderly traveler
  27. 27. Scholar
  28. 28. Movie goers
  29. 29. Emergency services</li></li></ul><li>Positioning<br />Brand positioning statement<br /> 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. <br />
  30. 30. Positioning<br />Brand positioning map<br />Fast translation<br />Translators<br />High Mobility<br />Low mobility<br />Online translators<br />Slow translation<br />
  31. 31. Positioning<br />Brand positioning map<br />High price<br />Translators<br />High Mobility<br />Low mobility<br />Online translators<br />Low price<br />
  32. 32. Brand elements<br />Name: LINGO- The portable communication device<br />URL: www.lingo.com<br />Memorablity<br />Simple<br />Ease of pronunciation and spelling<br />Meaningfulness<br />Easy to understand<br />Especially foreign language<br />Expressions used by a particular group of people<br />Likability<br />Friendly, precise<br />Transferability<br />New category<br />Adaptable<br />By changing tagline<br />
  33. 33. Brand elements<br />Logos <br />Slogan:<br />Memorability<br />Meaningfulness<br />High technology<br />Connecting <br />Communication<br />Likability<br />Sophisticated<br />Persuasive<br />Transferability<br />New category<br />Protectability<br />Say Hi! to the world<br />
  34. 34. Packaging: <br />Memorability<br />Simple<br />Easy to carry<br />Meaningfulness<br />The last dictionary<br />Likability<br />Classy packaging<br />Brand elements<br />
  35. 35. Marketing mix<br />Product<br />Price: 649.99 USD<br />Place<br />Business<br />Global companies<br />Professionals (doctors, lawyers, consultants, scholars, etc)<br />Consumers<br />Retailers (Best buy, etc)<br />Direct selling through online<br />Brand shops<br />Airport kiosk<br />
  36. 36. Marketing mix<br />Promotion<br />Trade shows<br />Advertising<br />TV<br />Radio<br />Newspaper<br />Magazines<br />Out of home<br />Alternative advertising (Airport branding)<br />
  37. 37. Marketing mix<br />Buzz marketing (idea)<br />Free trial campaign<br />Airports<br />100,000 people<br />Summer and winter vacation<br />Placement in movies and TV programs<br />Present to celebrities<br />Sponsor Olympic <br />Co-branding<br />Airlines<br />Amusement parks<br />
  38. 38. Marketing mix<br />Social networking site <br /> “Writing your opinion campaign” with LINGO<br /> “Posting your video who you met campaign”<br />Face book<br />YouTube<br />Twitter<br />MySpace<br />Winner gets- “World tour”<br />
  39. 39. Brand Extension<br />LINGO <br />Home Theater<br />Radio<br />Software<br />Sunglasses<br />Phone (Li Phone)<br />Electronic translator<br />Online translator<br />Language university<br />Dictionary<br />Hardware in computers <br />
  40. 40. Advertising image<br />Say Hi! to the world<br />
  41. 41. Brand elements<br />Say Hi! to the world<br />
  42. 42. Brand elements<br />Say Hi! to the world<br />
  43. 43. Brand elements<br />Say Hi! to the world<br />
  44. 44. Say Hi! to the world<br />You cannot talk with animals.<br />
  45. 45. Say Hi! to the world<br />
  46. 46. Say Hi! to the world<br />
  47. 47. Say Hi! to the world<br />
  48. 48. Appendix<br />Secondary Research<br />http://en.wikipedia.org/wiki/Tourism<br /> - 2008 – 922million international tourists<br />http://www.ling.gu.se/projekt/sprakfrageladan/english/sprakfakta/eng-sprak-i-varlden.html<br /> - 6,500 living languages<br />http://www.executivelinguist.com/faq.php<br /> - Translators costs - $75 minimum and pay 12-40cents per word<br />http://www.kaplan.com/Pages/default.aspx<br /> - Basic 20 week English class costs $5350 <br />
  49. 49. Appendix<br />Focus Group<br /><ul><li>General Questions about language
  50. 50. What do they do when they don’t speak the language
  51. 51. General Questions about traveling
  52. 52. Travel for business or recreational
  53. 53. How often do they travel
  54. 54. Present the idea of Lingo
  55. 55. What do they think of this technology
  56. 56. Will they use it
  57. 57. How will they use it (what purpose)</li></li></ul><li>Appendix<br />Survey <br />
  58. 58. Appendix<br />Marketing Lesson<br /><ul><li>Customer-Based Brand Equity Pyramid
  59. 59. Salience, imagery, performance, feelings, judgments, resonance
  60. 60. Marketing Mix
  61. 61. Product, Price, Place, Promotion
  62. 62. Brand Positioning
  63. 63. Target market, segmentation, Brand Mantra, POP and POD
  64. 64. Brand Elements
  65. 65. Brand Name, Packaging, Slogans </li></li></ul><li>Appendix<br />Process of working with your teammates<br /><ul><li>Brainstorming and collecting ideas
  66. 66. Product, Slogan, Positioning, Brand Elements, Meting
  67. 67. Constructing overall picture of our product
  68. 68. Allocated parts to our strengths
  69. 69. Working in a group and coming up with ideas from our diverse cultural background</li></li></ul><li>Thank You!Presented bySanghita<br />
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×