yume katsu

21
PRODUCT PROPOSAL Rie Inaba Yu Miyatake Atsushi Sawamoto Masayuki Iwabuchi

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Page 1: Yume katsu

PRODUCT PROPOSAL

Rie InabaYu MiyatakeAtsushi SawamotoMasayuki Iwabuchi

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Agenda

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

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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.

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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

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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.”

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Economy

Political & Legal

Social Technology

PESTAnalysis

PESTAnalysis For The Bucket List

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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 & Legal

Economy

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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, 40~50’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

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WeaknessStrength

Opportunity Threat

SWOTAnalysis

SWOTAnalysis For The Bucket List

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SWOTAnalysis 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

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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

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STP

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STP

Audience/Sales Targets (customer) :both elderlies and their child’s age group

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

come true

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more elderlies watch television compared to other age group

→more than doubled 10-20’s

Audience

many child-age (30-40’s) willing topractice 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

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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 hasDream

Who had no chances to make it come true

Participants

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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 )”

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COMPETITOR ANALYSIS

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CompetitorsTARGET 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

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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 onelderlies’ insight

“willing not to give up because of their age”

How to differentiate??

http://blog.livedoor.jp/aoikujira4/archives/51733503.html

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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.

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Thank youfor listening