atcc 2006 j-berg 初賽提報(icrt)
DESCRIPTION
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@@TRANSCRIPT
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Learning in Breathing
J-berg
Jeff Bamboo Edgar Reach Gloria
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Outline
Introduction
Market analysis
Program design
Promoting activities
Implement schedule
Proposal evaluation
The cost and profit analysis
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Introduction
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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
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Market Analysis
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Market Analysis
Market position
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Market Analysis
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Target User Analysis
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Target User Analysis
Therefore, the target user should be
1. 15 ~ 26 years old
→ Students
2. 22 ~ 44 years old
→ salary men
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Target User Analysis
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SWOT Analysis
Strength:1. The only one English radio
station in Taiwan
2. High power transmitter
3. Many foreign DJs
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SWOT Analysis
Weakness:1. Most people don’t understand
English
2. Not many interactions
3. Orientation is not very clear
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SWOT Analysis
Opportunity:1. To be leading broadcast
in English learning tendency
2. To be information exchange
platform
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SWOT Analysis
Threat:1. Audiences are running off
2. Vicious circle
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New Orientation
Learning in Breathing
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New Orientation
What is Learning in breathing?
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Strategy Development
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Strategy Development
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Strategy Development
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Program Design
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Program Analysis(1)
Gettyknowledge
Internationalization
Sharing experiences
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Program Analysis(2)
Travel Abroad
Study Abroad
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Women get more interests about learning
languages than men do.
Program Analysis(3)
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Program Analysis(4)
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Travel Program
Time : 17:00~18:00
Target audience: Salary woman,
Female student
The Secret of Flight Attendant
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Study Program
Time : 19:00~20:00
Target audience : Students,
Young salary people
Easy to study abroad
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I C youR Teeth
I C youR Teeth
Time: Embedded in programs
Target audience : All audience
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Program orientation(1)
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Program orientation(2)
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Promoting Activities
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People are using internet :
Internet Popularization
Listening radio through internet :
50%↑
39%
How many people are listening
50% x 39% x 23,000,000p
= 4,600,000p
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Advantages
www.icrt.com.tw
What we suggest…
Why people don’t click…
SongsNewsInteractivity
Disadvantages
Songs
Homepage
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ICRT Current Player
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ICRT New Player
Music information
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ICRT New Player
Interactivity
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ICRT New Player
Program record
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ICRT New Player
MSN voice download
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Radio hardware degenerate
The overflow of multimedia information
The popularization of mobile 3C product
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EARth
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EARth
Radio - earphone
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Other Promotions
ICRT Athletic Game
Sportsman
Placement marketing
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Other Promotions
ICRT Discussion Group
Reader
Bilateral benefit
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Other Promotions
MRT Circle
Commuter
Kill-time
promotion
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Other Promotions
ICRT balloon
Old / new audience
What you see
is what you hear
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Implement Schedule
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We shall do now (2006/Apr. ~ May.)
How We Reach the Goal
Program Modification
EARth
production
Outdoor Activities Preparation
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How We Reach the Goal
The next step (2006/Jun. ~ Jul.)
Shining in Taipei
Program in Summer Vacation
Reading Books Discussion
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How We Reach the Goal
Our vision (2006/Aug. ~ Sep.)
EARth
Fasion
Listen to ICRT
ICRT Listenership ↑
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Gantt Chart
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Proposal Evaluation
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The Questionnaire
Sample Size (N) = 501
Students (Nst) = 501
We assume :
Most of people are willing to learn English.
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The equipment people use
Internet : 46%
Radio Player : 41%
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When people listen to radio
Stay home at night – 49%
Rush hour – 38%
Internet
Transportation
Equipment
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People are interested in…
Traveling aboard – 71%
Studying aboard – 52%
New Field
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Why people listen to ICRT
Practicing listening – 61%
Foreign Music – 30%
Why NOT ?
too difficult!
New Way
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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
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The Cost & Profit Analysis
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Let ICRT connected with sports
Hardware
600,000
•EARth
Dynasty
•English is on Air
•ICRT Athletics Meet
50,000
10,000
Bring ICRT into the crowds
Let ICRT connected with sports
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Sharing experience with people
Software
200,000
•Discussion Group
•Take DJs Home
200,000
Total Cost : $1,260,000•Others
310,000
Promote ICRT through funny voice
Dining Hull, Ads, English Songs Competitions, etc.
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Think about that,
What life it would be when ICRT is everywhere …
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Your best friend,
ICRT
J-berg