The Fashion Channel - 577 Words

Case: * Fashion Channel Read the Fashion Channel case and answer the questions below. Please note the following additional guidance: The discussion of alternatives indicates that for the first scenario, an investment in programming would be required but the case does not indicate how much that might cost.  You can either assume that this spending was flat or you can assume an increase. In either case, specify your assumption and base your findings on that assumption. Questions: 1. What is your interpretation of the consumer and market data presented in the case? What key conclusions do you draw from these data? Explain. TFC meets the needs of women 35-54, who have a passion for fashion. As a result of TLC†¦show more content†¦Less likely to watch fashion TV. Situationalists Pro: Enjoys fashion Cons: Fickle audience-only pays attention to fashion for specific events Basic Pro: None Cons: Not interested in watching fashion TV nor enjoys shopping 3. What outcomes would you anticipate from each of the segmentation options? Explain and support your findings with what you believe would happen to ratings and average ad revenue pricing (CPMs)under each option. Fashionistas Ratings will decrease as a result of the marketing effort focusing on attracting the viewer who breathes fashion. The programming content may need to shift to focus to differentiate itself from the competition, which will result in increasing its CPM for ad space. Planner Shoppers Rating will increase as a result of drawing a broader audience who enjoys fashion. As a result of the broad appeal of the programming content, it will have to compete with the competition for the same viewers. This will result in a decrease in ad revenue because channel will have to decrease its CPM to compete with the competitors. Situationalists Rating and CPM will decrease as a result of the fickle audience. Basic Rating and CPM will decrease due to the this cluster’s disinterest in fashion. 4. What segmentation option would you recommend? Explain. I would recommend in focusing its efforts ‘Fashionistas’. They are the most likely to stay loyal to the network as well as provide newShow MoreRelatedThe Fashion Channel1430 Words   |  6 Pagesdata. From its inception in 1996 until recently, The Fashion Channel (TFC) enjoyed great success by appealing to as a broad an audience as possible. Overall viewer numbers were the main focus, and so long as TFC had no significant competition in terms of the fashion-specific content it offered, this â€Å"something for everyone† approach was a winner. But competitors such as CNN and Lifetime made note of TFC’s success. They began to offer fashion-specific programming. Consumers now have a choice, andRead MoreFashion Channel1463 Words   |  6 PagesTHE FASHION CHANNEL The Fashion Channel is an unique leading cable TV network specialized in only fashion programming with broadcasting 24 hours a day and 7 days per week.The channel has a steady uprising revenue background and profitable high growth above the its’ industry average from the establishment in 1996 by two men who has an entrepreneurial spirit. TFC(The Fashion Channel) has a huge revenue amount of 310.6 million in 2006 with 80 million household viewer who has subscribed to theirRead MoreThe Fashion Channel1288 Words   |  6 PagesThe Fashion Channel - Preparation for Class Discussion As preparation for discussing this case in class, students should be ready to respond to the following: 1. How would you interpret the consumer and market data if you were Dana Wheeler? 2. What is the expected outcome of each of the targeting scenarios? (Complete both the Ad Revenue and Financial calculators to fully understand the financial impact of the scenarios.) 3. Develop a factual analysis of the segmentation optionsRead MoreThe Fashion Channel - Marketing962 Words   |  4 PagesStudy # 2: The Fashion Channel Overview This document presents information about the conclusions that can be drawn from the consumer and market data based on ‘The Fashion Channel’ case study information (Stahl, 2007). In addition we will also look into the various pros and cons of the segmentation options for the Fashion Channel to increase their revenue stream. Analyzing the Data The Fashion Channel (TFC) was a successfulRead MoreThe Fashion Channel Essay4240 Words   |  17 PagesCase Study: The Fashion Channel Case Study: The Fashion Channel Table of Contents Executive Summary 1 Problem Statement 3 Proposed Scenarios amp; Analysis 4 Scenario #1 4 Scenario #2 5 Scenario #3 6 Proposed Solution 7 Implementation Plan 9 Conclusion 10 Exhibits 11 Exhibit 1: GFE Associates: National Consumer Survey (excerpts) 11 Exhibit 2: GFE Associates: Analysis of Attitudinal Clusters in U.S. Television Households for The Fashion Channel 12 Exhibit 3:Read MoreThe Fashion Channel ( Tfc )820 Words   |  4 PagesFact and Issue: The Fashion Channel (TFC) is on the situation of slow growth, the CEO Jared Thomas realized change is desirability needed for achieving the long-term growth and staying on leadership position in market. The success of TFC’s business model attracts new businesses enter the same market that increases competitive stress. TFC provides 24 hours fashion programming to broad viewers, at one point TFC promotes â€Å"Fashion for everyone†. TFC receives fair viewers’ ratings and charge for a basicRead MoreFashion Channel Case3534 Words   |  15 PagesDana Wheeler, Senior Vice President of marketing for the Fashion Channel is reviewing a new marketing segmentation and positioning strategy. The Fashion Channel Company needs to strengthen its competitive position and is willing to spend an estimated $60 Million on advertising, promotion, and public relations in 2007. TFC’s main focus has been solely on fashion which is broadcast all hours of the day 7 days a week. T his channel reaches close to 80 million viewers in US households with their mainRead MoreCase of the Fashion Channel2061 Words   |  9 PagesThe Fashion Channel Case Analysis Problem Statement: The case of the Fashion Channel exhibited possible failures and multiple problems. After thorough review of the case I felt the core problem is the failure to focus on a specific demographic. TFC had run off the marketing strategy of â€Å"something-for-everyone† for plenty of years and found success in this untouched niche of fashion television. Without competition, this marketing mentality had been very profitable, and started drawing up attentionRead MoreFashion Channel Case Study1080 Words   |  5 PagesThe Fashion Channel Marketing Analysis XXXXXX XXXXX Abstract The Fashion Channel (TFC) has enjoyed a calm journey on the top of the fashion-programming niche for almost 10 years. However, there is a frontal attack from market-challengers of two other cable networks to capture market share and revenues from TFC. The CEO is keenly aware that TFC needs a new marketing strategy if they want to remain the market leader. Therefore, he hired a senior vice president of marketingRead MoreFashion Channel Case Solution1090 Words   |  5 PagesAnswer 1. SWOT analysis of The Fashion Channel The Fashion Channel (TFC) is a 24*7 cable TV network which is exclusively dedicated to fashion. It was found in 1996 and since then it has been witnessing continuous upswing. According to an annual demographic survey, TFC is having approximately 110 million subscribers of cable satellite television. But, due to increasing competition with other fashion channels, it is in the need for developing a modern and updated brand strategy. SWOT analysis