1) The document proposes a new orientation and marketing strategy called "Learning in Breathing" to enhance the market share of ICRT radio.
2) Key aspects of the strategy include developing new programs focused on travel, study abroad and English learning to attract younger audiences, promoting the station on the internet and through mobile devices, and launching a new portable radio product called EARth.
3) The proposal provides an analysis of ICRT's target audiences, competitors, and strengths and weaknesses, as well as a schedule and budget to implement the new strategy and programs, with the goals of increasing listenership and connecting English learning to everyday activities.
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
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…
62. Why people listen to ICRT
Practicing listening – 61%
Foreign Music – 30%
Why NOT ?
too difficult!
New Way
63. th
People 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 …
65. 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
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