Presentation for Marketing management in Japan

1. PRODUCT PROPOSAL
Rie Inaba
Yu Miyatake
Atsushi Sawamoto
Masayuki Iwabuchi

2. Agenda
-PRODUCT DESCRIPTION
-PROGRAM OUTLINE
-PEST Analysis
-SWOT Analysis
-STP (Audience/Participants/Positioning)
-Competitor Analysis

3. PRODUCT DESCRIPTION
• “Yumekatsu 夢活” The Bucket List
• there are words in Japanese like Shu-katsu 就活 (job hunting)
Kon-katsu 婚活 (marriage hunting)
Asa-katsu 朝活 (waking up early
to do other activities)
★ 『夢活』 = “dream hunting”
This TV Program is a documentary program where we will be working
together with the family (especially our father and mother’s generation) to plan
a surprise to help achieve the dreams of their father’s and mother’s.

4. PROGRAM OUTLINE
• PROGRAM OUTLINE
• Title: “Yumekatsu” (The Bucket List)
• Concept: “Everyday is Mother7s Day and Father’s Day.”
• Time: Sunday 10pm
• Type of Show: Heartwarming and inspiring
• Flow of the Program: entries through letters and email
⇒ the program staff will choose the family to film
⇒ plan the surprise for the father or/and mother

5. PROGRAM OUTLINE
• WHAT VALUES DO THIS PROGRAM GIVE TO THE VIEWERS ?
① For the elderly: “It is never too late to try achieving your dreams.”
⇒ many elderly people say “I can’t because I’m old.” so this program
would like to show the elderly that it is never too late to do what
you want.
②For the children (not just the young ones but also our parent’s generation):
“Every day is mother’s day and father’s day.
Treasure your parents while you still can.”
⇒ Children often times give gifts or show appreciation to their parents
only on events like Father’s Day or Mother’s Day so this program aims for a
concept of “Everyday is your parents’ day.”

6. EconomyPolitical
& Legal
Social Technology
PEST
Analysis
PEST
Analysis For The Bucket List

7. PEST
Analysis
- Television stations in Japan are governed by the Broadcast Law and the Radio Law.
- Commercial television broadcasters must be licensed by the Ministry of Internal Affairs and
Communications, which regulates public airwaves and broadcasting. New entry into
broadcasting is heavily restricted.
- Japanese television stations do not have restrictions on program production and copyright
poss. As stations in Japan control their own program production, editing, broadcasting
and copyrights, they can use the same content for various purposes by virtue of controlling the
copyrights.
- The number of people who watch satellite channels(pay channel) is increasing.(Imported movies
and television series are mostly broadcasted on pay TV channels.)
- All Japanese households having at least one TV set are mandated to pay an annual subscription fee
used to fund NHK.
Political & Legal
Economy

8. Social
PEST
Analysis
- According to ministry of internal affairs, average time of watching TV has dropped by 9% from
2012 to 2013.
- Added to increasing use of social media among young generation, 40~50’s also contribute to
decrease of average time of watching TV.
- Compared with past, their hobby has been diverse from gate ball to computer technology.
- Terrestrial digital media broadcasting has enabled consumers to watch TV program more
smoothly.
- Progress of internet and social network is one of the reasons why the number of people watching
TV has dropped.
- Average use of smart phone has dramatically increased by 20% from 2012 and it made people
more accessible to TV program.
Technology

9. WeaknessStrength
Opportunity Threat
SWOT
Analysis
SWOT
Analysis
For The Bucket List

10. SWOT
Analysis
Strength
- Possible high growth in brand awareness (because it is a TV program and will be viewed by many)
- Not mainly selling the service itself but the "concept" or the value that "Everyday is Father's Day
and Mother's Day"
- It will be able to find many sponsors (because it is a TV Program)
Weakness
- Disadvantage of being a new entrant in the industry (low brand awareness)
- High cost in the management system (because the chosen target does not have to pay anything for
the program)
- The program can only achieve few dreams that are chosen

11. Opportunity
SWOT
Analysis
- Average use of smart phone has dramatically increased by 20% from 2012 and it made people
more accessible to TV program.
- Almost all Japanese households have at least one TV set.
- Television stations in Japan are governed by the Broadcast Law and the Radio Law.
- According to ministry of internal affairs, average time of watching TV has dropped by 9% from
2012 to 2013.
- Progress of internet and social network is one of the reasons why the number of people watching
TV has dropped.
Threat

12. STP

13. STP
 Audience/Sales Targets (customer) :
both elderlies and their child’s age group
 Participants (consumer) :
elderlies who want to make their dream come true

14. more elderlies watch television
compared to other age group
→more than doubled 10-20’s
Audience
many child-age (30-40’s) willing to
practice Filial Piety (親孝行)
http://www.c-mam.co.jp/shufu-labo/research/data/120601.html,
http://www.soumu.go.jp/iicp/chousakenkyu/data/research/survey/telecom/2014/h25mediariyou_1sokuhou.pdf

15. Psycho Demographic Segmentation (65-75 years old)
Lifestyle
- Retired
- Still in job
- Household
- Require nursing
care
Personality
- Healthy
- Active
- Introverted
Values
*what they seek for
their rest of time
Staying at home or want
to challenge??
Elderlies who has
Dream
Who had no chances to make it
come true
Participants

16. Positioning
Yume-katsu creates value by
 Support elderlies making their dreams come true
 Offer opportunities to the next generation to practice
“Filial Piety (親孝行)”

17. COMPETITOR ANALYSIS

18. Competitors
TARGET STRATEGIES COLLABORATORS
Fujicare Dream
Come True Project
Elderly people in Day
Care Centers, Home for
the Elderly
・more on helping to achieve small
dreams like going to a hot spring,
etc.
・owns daycare centers, home for
the elderly
Only the family members
and the staff.
Mizuki People over 60s who
can still walk and are
active
・offers different kinds of services
like accompanying the elderly to
go on a tour, helping to write a will,
etc.
Price: ¥3,800/hr
*information unavailable
Mira-Sapo Elderly people in Day
Care Centers, Home for
the Elderly
・volunteer circle
・has many number of staffs who
can accompany many elderly
people to go on a trip
Mainly NPO, and general
incorporated corporation

19. Some business targeting elderlies face difficulties in management (except for certain
brands with long experience and has trust from customers). The biggest
reason is because many of the elderlies do not recognize
themselves as old, and reluctant to be categorized as
elderlies even in 70’s or 80’s. Therefore some nursing homes are
suffering from not acquiring enough customers for their facility.
↓
Yume-Katsu will focus on
elderlies’ insight
“willing not to give up because of their age”
How to differentiate??
http://blog.livedoor.jp/aoikujira4/archives/51733503.html

20. PRODUCT DESCRIPTION
• “Yumekatsu 夢活” The Bucket List
★ 『夢活』 = “dream hunting”
This TV Program is a documentary program where we will be working
together with the family (especially our father and mother’s generation) to plan
a surprise to help achieve the dreams of their father’s and mother’s.

21. Thank you
for listening