The presentation introduces LINGO, a wireless translation device that can translate between 44 languages in real-time. It consists of earphones, a microphone, speaker and charger. LINGO demonstrates translation between English and Spanish. It aims to be an easy to use stand-alone solution for cross-cultural communication without language learning. The target market is professionals, students and travelers aged 18-75 with mid-high income. The brand will position itself as an instant communication device for travelers, unlike translators, dictionaries or online options.
2. 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
3. What’s 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
4. 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!
32. 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
33. Brand elements Logos Slogan: Memorability Meaningfulness High technology Connecting Communication Likability Sophisticated Persuasive Transferability New category Protectability Say Hi! to the world
34. Packaging: Memorability Simple Easy to carry Meaningfulness The last dictionary Likability Classy packaging Brand elements
35. 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
36. Marketing mix Promotion Trade shows Advertising TV Radio Newspaper Magazines Out of home Alternative advertising (Airport branding)
37. 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
38. 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”
39. Brand Extension LINGO Home Theater Radio Software Sunglasses Phone (Li Phone) Electronic translator Online translator Language university Dictionary Hardware in computers
48. 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
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50. What do they do when they don’t speak the language
