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1. Learning in Breathing
J-berg
Jeff Bamboo Edgar Reach Gloria

2. Outline
Introduction
Market analysis
Program design
Promoting activities
Implement schedule
Proposal evaluation
The cost and profit analysis

3. Introduction

4. Introduction
Goals：
Enhance the market share of ICRT
Operating Strategy：
1. Build a new orientation
2. Make new popular programs
3. Create the listening environment
4. Attract the internet users

5. Market Analysis

6. Market Analysis
Market position

7. Market Analysis

8. Target User Analysis

9. Target User Analysis
Therefore, the target user should be
1. 15 ~ 26 years old
→ Students
2. 22 ~ 44 years old
→ salary men

10. Target User Analysis

11. SWOT Analysis
Strength：
1. The only one English radio
station in Taiwan
2. High power transmitter
3. Many foreign DJs

12. SWOT Analysis
Weakness：
1. Most people don’t understand
English
2. Not many interactions
3. Orientation is not very clear

13. SWOT Analysis
Opportunity：
1. To be leading broadcast
in English learning tendency
2. To be information exchange
platform

14. SWOT Analysis
Threat：
1. Audiences are running off
2. Vicious circle

15. New Orientation
Learning in Breathing

16. New Orientation
What is Learning in breathing?

24. Strategy Development

25. Strategy Development

26. Strategy Development

27. Program Design

28. Program Analysis(1)
Gettyknowledge
Internationalization
Sharing experiences

29. Program Analysis(2)
Travel Abroad
Study Abroad

30. Program Analysis(3)
Women get more interests about learning
languages than men do.

31. Program Analysis(4)

32. Travel Program
The Secret of Flight Attendant
Time : 17:00~18:00
Target audience: Salary woman,
Female student

33. Study Program
Easy to study abroad
Time : 19:00~20:00
Target audience : Students,
Young salary people

34. I C youR Teeth
I C youR Teeth
Time: Embedded in programs
Target audience : All audience

35. Program orientation(1)

36. Program orientation(2)

37. Promoting Activities

38. Internet Popularization
People are using internet :
50%↑
Listening radio through internet :
39%
How many people are listening
50% x 39% x 23,000,000p
= 4,600,000p

39. www.icrt.com.tw
Advantages
Songs
News
Interactivity
Disadvantages
Songs
Homepage
Why people don’t click…
What we suggest…

40. ICRT Current Player

41. ICRT New Player
Music information

42. ICRT New Player
Interactivity

43. ICRT New Player
Program record

44. ICRT New Player
MSN voice download

45. Radio hardware degenerate
The overflow of multimedia information
The popularization of mobile 3C product

46. EARth

47. EARth
Radio - earphone

48. Other Promotions
ICRT Athletic Game
Sportsman
Placement marketing

49. Other Promotions
ICRT Discussion Group
Reader
Bilateral benefit

50. Other Promotions
MRT Circle
Commuter
Kill-time
promotion

51. Other Promotions
ICRT balloon
Old / new audience
What you see
is what you hear

52. Implement Schedule

53. How We Reach the Goal
We shall do now (2006/Apr. ~ May.)
Program Modification
EARth production
Outdoor Activities Preparation

54. How We Reach the Goal
The next step (2006/Jun. ~ Jul.)
Shining in Taipei
Program in Summer Vacation
Reading Books Discussion

55. How We Reach the Goal
Our vision (2006/Aug. ~ Sep.)
EARth
Fasion
Listen to ICRT
ICRT Listenership ↑

56. Gantt Chart

57. Proposal Evaluation

58. The Questionnaire
Sample Size (N) = 501
Students (Nst) = 501
We assume :
Most of people are willing to learn English.

59. The equipment people use
Internet : 46%
Radio Player : 41%

60. When people listen to radio
Stay home at night – 49%
Rush hour – 38%
Internet
Transportation
Equipment

61. People are interested in…
Traveling aboard – 71%
Studying aboard – 52%
New Field

62. Why people listen to ICRT
Practicing listening – 61%
Foreign Music – 30%
Why NOT ?
too difficult!
New Way

63. People think about the EARth
Attracting Parts
1. Convenience
2. Innovation
3. Usability & Price
Version 1
Function
Version 2
Not just a radio,
but …
Can do better

64. The Cost & Profit Analysis

65. Hardware
•EARth Dynasty
Bring ICRT into the crowds
600,000
•ICRT Athletics Meet
Let ICRT connected with sports
50,000
•English is on Air
Let ICRT connected with sports
10,000

66. Software
•Discussion Group
Sharing experience with people
200,000
•Take DJs Home
Promote ICRT through funny voice
200,000
Total Cost : $1,260,000
•Others
Dining Hull, Ads, English Songs Competitions, etc.
310,000

67. Think about that,
What life it would be when ICRT is everywhere …

68. Your best friend,
ICRT
J-berg