Fashion Channel - 1463 Words

THE 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 their network in cable or satellite TV groups.TFC viewers are mostly woman who have age between 35 and 54 and TFC has a motto of â€Å"Fashion for Everyone† to reach every cable or satellite TV viewer by mass marketing concept.And TFC has a highly low fee†¦show more content†¦Let’s analyze Segmentation Scenarios of Dana Wheeler: In Scenario 1: Dana Wheeler targeted the women between the ages of 18 and 34 years old in a cross segment of Fashionistas, Plannersamp;Shoppers and Situationalists. Pros: This scenario will offer lowest expenses in all among scenarios.It will focus on highly valued large audience of women.This strategy will increase the brand awareness and viewing rate with boosting % 20.It means mean of rating will increase to % 1.2 from % 1.0 .And it will satisfy the current demographics of viewers.Network affiliate fees will be remain same as being at 2007 base and this scenario may have an more attractiveShow MoreRelatedThe Fashion Channel Case Study1362 Words   |  6 PagesCASE STUDY: The Fashion Channel Case study: The Fashion Channel Opening Lacking of detailed segment, branding and positioning strategy and increasing competitors which have put forward the similar fashion program forced TFC to change its marketing strategy for future growth. Therefore, targeting and positioning the market are of great importance. However, TV ratings and advertising revenue are necessarily to be accomplished by segment TFC. KeyRead MoreFashion Channel Segmentation Essay701 Words   |  3 Pages1A Questions and Part 1B, which is the corresponding excel spreadsheet with the financial analysis. A word of advice, read the case carefully, including the exhibits and the footnotes. The information in the fine print is relevant. The Fashion Channel 1. What are the pros and cons of the three segmentation scenarios? Read carefully the case and make a list of the pros and cons of each segmentation scenario. Use the following table to summarize your findings. | Scenario 1: Broad-basedRead MoreFashion Channel Case Hbr Essay1015 Words   |  5 PagesCase Report-1: The Fashion Channel 1) What is 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) Ad Revenue Calculator |    |    |    |    | |    | Current | 2007 Base | Scenario 1 | Scenario 2 | Scenario 3 | TV HH | 110.000.000 | 110.000.000 | 110.000.000 | 110.000.000 | 110.000.000 | Average Rating | 1,0% | 1,0% | 1,2% | 0,8% | 1,2% | Average Viewers (Thousand) | 1100Read MoreThe Fashion Channel577 Words   |  3 PagesCase: * 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: Read MoreThe 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 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 main