Case of the Fashion Channel - 2061 Words

The 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 attention from other networks. With rising competition in this network specialty, TFC was losing CPM (cost per thousand) advertising value and market share. Stuck in the past success of their previous marketing strategy, TFC is in dire need of†¦show more content†¦In dire need of success these threats would have to be assessed thoroughly to assure the network’s future. Alternatives: One alternative is to specify TFC’s segmentation and positioning to only women between the ages 18 to 34. One positive outcome by targeting this demographic is that the target market is specific, and is a premium market for advertising agencies. This could increase the CPM value and boost ratings. Another possible outcome could be that the competition wouldn’t be able to compete in this specified field. Being a specialty network in fashion focusing on the female 18-34 demographic would possibly push the competition in this demographic, and recover some lost market share. A negative outcome of this alternative is the possibility of losing existing customers and market share. By narrowing the marketing focus the current viewers may not like the change in which the network takes course. The goal is to keep the existing customers and bring in new viewers in the newly obtained demographic. A second alternative is to target two segments, the Fashionistas and the Shoppers/Planners. This could increase the number of female viewers within the target demographic, while keeping their current viewers. In majority the Fashionistas group are women between the ages 18 to 34 who anticipate trends, stay up to date on fashion, and are basically experts in the field. This Fashionista market is profitableShow MoreRelatedFashion 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. This channel reaches close to 80 million viewers in US households with their mainRead MoreFashion Ch annel 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 MoreCase Study – the Fashion Channel1197 Words   |  5 PagesCase Study – The Fashion Channel Abstract In this paper I will discuss the pros and cons of segmentation of each of the segmentation options presented by Dana Wheeler for improving The Fashion Channel’s marketing plan. The Harvard Business School’s Case study included a wide variety of consumer and market data that must be analyzed to assist with drawing the best conclusion as to what is the best course of action to take. After reviewing the data and looking at the options presented, I will recommendRead MoreThe 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 Case Analysis1617 Words   |  7 PagesFashion Channel Case Analysis Wenwen Gao (872236636) 2010.07.07 Introduction and Problem Definition As the only network dedicated solely to fashion, The Fashion Channel’s (TFC) consistent â€Å"Fashion for everyone† strategy is facing challenges by the other two competitors Lifetime and CNN, which are separately targeting young females and men by their fashion-related programming. The channel needs to target the right viewers and offer advertisers an attractive mix of viewers, consequently strengtheningRead MoreThe Fashion Channel Case Study1207 Words   |  5 PagesThe Analysis of TFC Case Answer 1: Shoppers/Planners segmentation Pros: Firstly, this segmentation focuses on the cluster audience, also aim to maintain the 18-to-34 year old female, who are the main targeting audience of TFC, and could give return to the advisor; because of their ability of purchasing and their desire of make/dress up. So the focusing of this scenario does not miss the main customer by the broad appeal based audience segment. Secondly, it increases the rating from 1.0% toRead MoreCase Study : The Fashion Channel1863 Words   |  8 Pages CASE BRIEF – THE FASHION CHANNEL By ANKUSH SHARMA RED ID: 819914804 BA627 (FALL 2017) -MARKETING MANAGEMENT A. Problem Statement The problem that â€Å"THE FASHION CHANNEL† (TFC) faces is the selection of the right market segmentation and positioning strategy in order to maintain its position as a leader in fashion related networks, in addition to boosting its advertising sales and viewership ratings. B. Situation Analysis †¢ Company: TFC is a 24X7 network dedicated solely to fashion. The channelRead MoreThe Fashion Channel – Case Study1022 Words   |  5 PagesThe Fashion Channel – Case Study Exercise 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) Exhibit 4: Ad Revenue Calculator TV HH Average Rating Average Viewers (thousands) Average CPM1 Average Revenue/Ad Minute2 Ad Minutes/Week Weeks/Year Ad Revenue/Year Incremental Programming Expense 1 Revenue/Thousand Viewer 2 Calculated by multiplying Average Viewers by AverageRead 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 analysisRead MoreThe Fashion Channel Harvard Case858 Words   |  4 PagesThe Fashion Channel The Fashion Channel is the market leader in Fashion related to TV programming. Recently attempts have been made by other channels to snatch its crown. Dana Wheeler is hired to prevent this scenario from happening. 1. Interpretation of Consumer and Market Data The current competition from CNN and Lifetime is only in the evening time from 9-11 pm (primetime) when the highest revenue for ads is generated. The focus for promoting new programs and attracting advertisers