Outline
Introduction
Market analysis
Program design
Promoting activities
Implement schedule
Proposal evaluation
The cost and profit analysis
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
Target User Analysis
Therefore, the target user should be
1. 15 ~ 26 years old
→ Students
2. 22 ~ 44 years old
→ salary men
SWOT Analysis
Strength:1. The only one English radio
station in Taiwan
2. High power transmitter
3. Many foreign DJs
SWOT Analysis
Weakness:1. Most people don’t understand
English
2. Not many interactions
3. Orientation is not very clear
SWOT Analysis
Opportunity:1. To be leading broadcast
in English learning tendency
2. To be information exchange
platform
Travel Program
Time : 17:00~18:00
Target audience: Salary woman,
Female student
The Secret of Flight Attendant
Study Program
Time : 19:00~20:00
Target audience : Students,
Young salary people
Easy to study abroad
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
Advantages
www.icrt.com.tw
What we suggest…
Why people don’t click…
SongsNewsInteractivity
Disadvantages
Songs
Homepage
Radio hardware degenerate
The overflow of multimedia information
The popularization of mobile 3C product
We shall do now (2006/Apr. ~ May.)
How We Reach the Goal
Program Modification
EARth
production
Outdoor Activities Preparation
How We Reach the Goal
The next step (2006/Jun. ~ Jul.)
Shining in Taipei
Program in Summer Vacation
Reading Books Discussion
The Questionnaire
Sample Size (N) = 501
Students (Nst) = 501
We assume :
Most of people are willing to learn English.
When people listen to radio
Stay home at night – 49%
Rush hour – 38%
Internet
Transportation
Equipment
Why people listen to ICRT
Practicing listening – 61%
Foreign Music – 30%
Why NOT ?
too difficult!
New Way
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
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
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.