Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

ATCC 2006 J-berg 初賽提報(ICRT)

1,104 views

Published on

當年就是這份簡報讓ICRT的主管們都跟我們說:你們中ICRT的毒太深了@@

  • Be the first to comment

  • Be the first to like this

ATCC 2006 J-berg 初賽提報(ICRT)

  1. 1. Learning in Breathing J-berg Jeff Bamboo Edgar Reach Gloria
  2. 2. Outline Introduction Market analysis Program design Promoting activities Implement schedule Proposal evaluation The cost and profit analysis
  3. 3. Introduction
  4. 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. 5. Market Analysis
  6. 6. Market AnalysisMarket position
  7. 7. Market Analysis
  8. 8. Target User Analysis
  9. 9. Target User AnalysisTherefore, the target user should be 1. 15 ~ 26 years old → Students 2. 22 ~ 44 years old → salary men
  10. 10. Target User Analysis
  11. 11. SWOT Analysis Strength: 1. The only one English radio station in Taiwan 2. High power transmitter 3. Many foreign DJs
  12. 12. SWOT Analysis Weakness: 1. Most people don’t understand English 2. Not many interactions 3. Orientation is not very clear
  13. 13. SWOT Analysis Opportunity: 1. To be leading broadcast in English learning tendency 2. To be information exchange platform
  14. 14. SWOT Analysis Threat: 1. Audiences are running off 2. Vicious circle
  15. 15. New Orientation Learning in Breathing
  16. 16. New OrientationWhat is Learning in breathing?
  17. 17. Strategy Development
  18. 18. Strategy Development
  19. 19. Strategy Development
  20. 20. Program Design
  21. 21. Program Analysis(1)GettyknowledgeInternationalizationSharing experiences
  22. 22. Program Analysis(2)Travel AbroadStudy Abroad
  23. 23. Program Analysis(3) Women get more interests about learninglanguages than men do.
  24. 24. Program Analysis(4)
  25. 25. Travel Program The Secret of Flight AttendantTime : 17:00~18:00Target audience: Salary woman, Female student
  26. 26. Study Program Easy to study abroadTime : 19:00~20:00Target audience : Students, Young salary people
  27. 27. I C youR TeethI C youR TeethTime: Embedded in programsTarget audience : All audience
  28. 28. Program orientation(1)
  29. 29. Program orientation(2)
  30. 30. Promoting Activities
  31. 31. 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
  32. 32. www.icrt.com.twAdvantages Songs News InteractivityDisadvantages Songs Homepage Why people don’t click… What we suggest…
  33. 33. ICRT Current Player
  34. 34. ICRT New PlayerMusic information
  35. 35. ICRT New PlayerInteractivity
  36. 36. ICRT New PlayerProgram record
  37. 37. ICRT New PlayerMSN voice download
  38. 38. Radio hardware degenerateThe overflow of multimedia informationThe popularization of mobile 3C product
  39. 39. EARth
  40. 40. EARthRadio - earphone
  41. 41. Other PromotionsICRT Athletic Game Sportsman Placement marketing
  42. 42. Other PromotionsICRT Discussion Group Reader Bilateral benefit
  43. 43. Other PromotionsMRT Circle Commuter Kill-time promotion
  44. 44. Other PromotionsICRT balloon Old / new audience What you see is what you hear
  45. 45. Implement Schedule
  46. 46. How We Reach the Goal We shall do now (2006/Apr. ~ May.) Program Modification EARth production Outdoor Activities Preparation
  47. 47. How We Reach the Goal The next step (2006/Jun. ~ Jul.) Shining in Taipei Program in Summer Vacation Reading Books Discussion
  48. 48. How We Reach the Goal Our vision (2006/Aug. ~ Sep.) EARth Fasion Listen to ICRT ICRT Listenership ↑
  49. 49. Gantt Chart
  50. 50. Proposal Evaluation
  51. 51. The Questionnaire Sample Size (N) = 501 Students (Nst) = 501 We assume : Most of people are willing to learn English.
  52. 52. The equipment people useInternet : 46%Radio Player : 41%
  53. 53. When people listen to radio Stay home at night – 49% Rush hour – 38% Internet Transportation Equipment
  54. 54. People are interested in… Traveling aboard – 71% Studying aboard – 52% New Field
  55. 55. Why people listen to ICRTPracticing listening – 61%Foreign Music – 30% Why NOT ?too difficult! New Way
  56. 56. thPeople think about the EAR Attracting Parts 1. Convenience 2. Innovation 3. Usability & Price Can do better Version 2 Version 1 Not just a radio, Function but …
  57. 57. The Cost & Profit Analysis
  58. 58. Hardware th •EAR 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
  59. 59. 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
  60. 60. Think about that,What life it would be when ICRT is everywhere …
  61. 61. Your best friend, ICRT J-berg

×