yume katsu

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PRODUCT PROPOSAL Rie Inaba Yu Miyatake Atsushi Sawamoto Masayuki Iwabuchi

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PRODUCT PROPOSALRie InabaYu MiyatakeAtsushi SawamotoMasayuki Iwabuchi

Agenda

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

PRODUCT DESCRIPTIONYumekatsu The Bucket List

there are words in Japanese like Shu-katsu (job hunting) Kon-katsu (marriage hunting) Asa-katsu (waking up early to do other activities)

= dream huntingThis TV Program is a documentary program where we will be working together with the family (especially our father and mothers generation) to plan a surprise to help achieve the dreams of their fathers and mothers.

PROGRAM OUTLINEPROGRAM OUTLINE

Title: Yumekatsu (The Bucket List)Concept: Everyday is Mother7s Day and Fathers Day.Time: Sunday 10pmType of Show: Heartwarming and inspiringFlow 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

PROGRAM OUTLINEWHAT VALUES DO THIS PROGRAM GIVE TO THE VIEWERS ? For the elderly: It is never too late to try achieving your dreams. many elderly people say I cant because Im old. so this program would like to show the elderly that it is never too late to do what you want.

For the children (not just the young ones but also our parents generation): Every day is mothers day and fathers day. Treasure your parents while you still can. Children often times give gifts or show appreciation to their parents only on events like Fathers Day or Mothers Day so this program aims for a concept of Everyday is your parents day.

EconomyPolitical & LegalSocialTechnologyPESTAnalysisPESTAnalysisFor The Bucket List

PESTAnalysis- 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 & LegalEconomy

SocialPESTAnalysis- 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, 40~50s 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

WeaknessStrengthOpportunityThreatSWOTAnalysisSWOTAnalysisFor The Bucket List

SWOTAnalysisStrength- 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

OpportunitySWOTAnalysis- 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

STP

STP

Audience/Sales Targets (customer) :both elderlies and their childs age group

Participants (consumer) :elderlies who want to make their dream come true

more elderlies watch television compared to other age groupmore than doubled 10-20s

Audience

many child-age (30-40s) willing topractice Filial Piety ()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

Psycho Demographic Segmentation (65-75 years old)Elderlies who hasDreamWho had no chances to make it come trueParticipants

Positioning

Yume-katsu creates value by

Support elderlies making their dreams come true

Offer opportunities to the next generation to practice Filial Piety ()

COMPETITOR ANALYSIS

Competitors

TARGETSTRATEGIESCOLLABORATORSFujicare Dream Come True ProjectElderly people in Day Care Centers, Home for the Elderlymore on helping to achieve small dreams like going to a hot spring, etc. owns daycare centers, home for the elderlyOnly the family members and the staff.MizukiPeople over 60s who can still walk and are activeoffers different kinds of services like accompanying the elderly to go on a tour, helping to write a will, etc.Price: 3,800/hr*information unavailableMira-SapoElderly people in Day Care Centers, Home for the Elderlyvolunteer circlehas many number of staffs who can accompany many elderly people to go on a tripMainly NPO, and general incorporated corporation

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 70s or 80s. Therefore some nursing homes are suffering from not acquiring enough customers for their facility.

Yume-Katsu will focus onelderlies insight willing not to give up because of their age

How to differentiate??http://blog.livedoor.jp/aoikujira4/archives/51733503.html

PRODUCT DESCRIPTIONYumekatsu The Bucket List

= dream huntingThis TV Program is a documentary program where we will be working together with the family (especially our father and mothers generation) to plan a surprise to help achieve the dreams of their fathers and mothers.

Thank youfor listening