Natureview Farm
Brandy Hammonds
WRITE UP - THE FASHION CHANNEL
Three segmentation/targeting options:
1. (Broad Appeal) * Targets Fashionistas, Planners & Shoppers, and Situationalists. * Large investment into marketing & campaigning. * Expected viewing of channel will go up & boost ratings 20%. * Drop in CPM 10%. * Might now deliver a different enough audience. * Fear of competition penetrating premium segments.
2. (Focus on Fashionistas) * Strong in (18-34) female demographic. * Smaller than other segments with 15% in households. * Possible drop in viewers. * Strengthen value of audience to advertisers * Likely increase in CPM of $3.5 * Must invest in new programming to retain interest of this segment. * Spends an additional $15 million on programming.
3. (Target Fashionistas and the Shoppers/Planners) * Potential CPM of $2.50 * Must spend an additional $20 million on programming to ensure selections aimed at both segments.
Personally, I would go with the (focus on fashionistas) because it will give you the highest potential CPM. Also, it targets both the younger and older generations; thus, allowing you to reach a larger audience. Therefore, creating more value and money for the future.
Market Research (Exhibit 1, 2, 3)
Exhibit 1: Focuses on viewer demographics and competitor comparisons.
This table includes information on “Fashion Channel, Lifetime Fashion Today, & CNN Fashion Tonight.” Research concludes that females are the larger target audience and highest on Lifetime Fashion Today. 43% being the highest average of 18-34 year olds also on Lifetime Fashion Today. The Fashion Channel comes in last in total ratings at 1.1 million.
Exhibit 2: Focuses on GFE Associates: National Consumer Survey.
This table includes questions concerning fashion among cable subscribers.
The questions are all targeted toward learning exactly how much and when the cable subscribers watch Fashion.
Exhibit 3:
WRITE UP - THE FASHION CHANNEL
Three segmentation/targeting options:
1. (Broad Appeal) * Targets Fashionistas, Planners & Shoppers, and Situationalists. * Large investment into marketing & campaigning. * Expected viewing of channel will go up & boost ratings 20%. * Drop in CPM 10%. * Might now deliver a different enough audience. * Fear of competition penetrating premium segments.
2. (Focus on Fashionistas) * Strong in (18-34) female demographic. * Smaller than other segments with 15% in households. * Possible drop in viewers. * Strengthen value of audience to advertisers * Likely increase in CPM of $3.5 * Must invest in new programming to retain interest of this segment. * Spends an additional $15 million on programming.
3. (Target Fashionistas and the Shoppers/Planners) * Potential CPM of $2.50 * Must spend an additional $20 million on programming to ensure selections aimed at both segments.
Personally, I would go with the (focus on fashionistas) because it will give you the highest potential CPM. Also, it targets both the younger and older generations; thus, allowing you to reach a larger audience. Therefore, creating more value and money for the future.
Market Research (Exhibit 1, 2, 3)
Exhibit 1: Focuses on viewer demographics and competitor comparisons.
This table includes information on “Fashion Channel, Lifetime Fashion Today, & CNN Fashion Tonight.” Research concludes that females are the larger target audience and highest on Lifetime Fashion Today. 43% being the highest average of 18-34 year olds also on Lifetime Fashion Today. The Fashion Channel comes in last in total ratings at 1.1 million.
Exhibit 2: Focuses on GFE Associates: National Consumer Survey.
This table includes questions concerning fashion among cable subscribers.
The questions are all targeted toward learning exactly how much and when the cable subscribers watch Fashion.
Exhibit 3: