The brand is also developing partnerships

Who has never heard the phrase "My tailor is rich" If many have forgotten that subsequently was "purpose my english is poor", worship expression by which "The English without penalty" opened in 1929 made the reputation of Assimil language methods. She has since given way to a much more neutral "Hello, Mike." How are you "and is available in"hola Jordi." Como estas "in catalan," Ni hao! ". "(Hello!) in Chinese, "Kabata (a) l-kàtibou" (the writer wrote) in Arabic, some 100 languages explored by the mark.

Eighty years after the creation of the family company, its philosophy is always based on learning through intuitive assimilation - which gave its name - on lessons to study every day and a touch of humour. Alphonse Chérel, its founder, has tapped the idea into his experience abroad. Young Bachelor, he became tutor in Russia and learns the language in contact with his students. At the end of the 1920s, the return of his passing journey also by Britain and the Germany, he put his knowledge into practice and out a method of English as ephemeris.

Success was soon to appointment. In the 1950s, he is met by a true marketing strategy and communication via various advertising objects such as bookmarks. Until competition develops in the 1970s. Assimil then takes the party to expand its catalog to a number of languages more and more important.

Over time, the used materials are enriched. "The mark has always adapted to his time." Methods have been accompanied by 33 towers and then cassette and CD. "Today, we offer more languages on MP3", said Yannick Chérel, its President and representative of the third generation. The next year, an optical drive will be launched to accompany the methods. Asked about a sentence, it will render the pronunciation.

Success of the chtimi version

The company - which claims first place on the market of the methods of language with 37 of sales - extends its scope of action. Knowing that should find new proposals to endure, it is developed in conversation guides. Chtimi version, already a success after its release in 2004, passed additional best 50,000 after the release of the film by Dany Boon.

Assimil is also launching this year of dictionaries, choosing languages such as Chinese, Russian or Portuguese, less explored by the heavy weight of the segment. The brand is also developing partnerships. As with the network of Selectour travel agencies, which will discover reconvenes to clients on the Internet the rudiments of the language of the country where they go.

Brand hopes to take advantage of its eighty years for becoming more entrenched the young public. "Our reputation is very high with over forty years." "It is a little less to lower age groups", said Yannick Chérel. A campaign to radio, based on humor, speak to them to re-entry, before a campaign on the Net. While the collection for children entitled "I learn singing" will continue to expand.

Assimil developed, in parallel, on loyalty. The company plans to launch a club for those who have already learned several languages share their impressions, or even to participate in thematic cruises. Even at 80 years, is whether maintaining his fan club.