Dana Wheeler‚ senior vice president of marketing for The Fashion Channel (TFC) must create a strategy which would help deal with the current marketing challenge. Wheeler’s major challenge is to choose an explicit target market in which her team can market towards in order to increase revenues for The Fashion Channel. The key Point’s of The Fashion Channel case include: 1. Build strong Target Market - In order for TFC to maintain and increase their advertising revenue model they must build
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1. What is the key consumer and market data you would consider if you were Dana Wheeler? I would consider that the key consumer is Fashionistas and market data is a research study on customer satisfaction with cable networks if I were Dana Wheeler. The goal is building on the momentum TFC had created to date and stave off any competitors trying to make inroads. For the channel that needs to obtain competitiveness advantage‚ it is important to attract Fashionistas including highly valued demographic
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The 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
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What are the 5 primary types of consumer and market data provided in the case you would consider if you were Dana Wheeler? Discuss specific result elements (not a summary of the exhibits). As Dana Wheeler‚ I would consider the following five primary types of consumer and market data: 1. Cable Ratings: Both Advertising and Affiliate revenue will depend upon these as the usability of a channel to the cable company and advertisers depend upon the amount of viewers a channel has. 2. Annual Demographic
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beginning of 2006‚ the company started facing stiff competition from other networks. 7. In July 2006‚ Dana Wheeler was appointed as VP of TFC. PROBLEMS: TFC was facing competition from other networks since 2006 so Dana Wheeler was appointed as its Senior VP of marketing to handle these issues. She made some recommendations in the board meeting regarding new marketing strategy and segmentation. Dana thought there are two key levers to drive revenue: 1. Increased TRP(ratings) 2. Increased advertising
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position. The senior vice president of marketing Dana Wheeler had some recommendations for channel’s new segmentation and positioning strategy. And if Jared Thomas and his team likes these planes‚ the company would spend more than $60 million in all national and affiliate advertising‚ promotion‚ and public relations in 2007 based on Dana Wheeler’s recommendations. However‚ she also faced many problems when she wanted to move on her plans. If I were Dana Wheeler‚ the first thing that I would concern was
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Q1) How would you interpret the consumer and market data if you were Dana Wheeler? I would first try to see if I could classify the data into various segments. The fashion channel is very popular among women. Hence‚ I would differentiate between the women viewers based on age‚ spending capacity‚ fashion nerdiness‚ etc. These will become subsets of the superset “women viewers”. Once‚ I determine the segments I would look for any noticeable trends in the segments that will prove profitable for the
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assumes you do not segment the market. It is critically important that you communicate your reasoning clearly. You MUST NOT talk about the case in depth with anyone else. 1. How would you interpret the consumer and market data if you were Dana Wheeler? Develop a factual analysis of the segmentation options‚ and evaluate the pros and cons of each. (1) With the total 110 million TV householders with televisions in the United States‚ the channel reached nearly 80 million householders that subscribed
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The 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 Average
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and satellite television. To date TFC has been able to experience growth in spite of having no clear segmentation‚ branding‚ or positioning strategy. Dana Wheeler‚ a recent hire as TFC’s Senior VP of marketing‚ was tasked to fix this. Building on her experience in the advertising industry and leveraging the market research available to her‚ Dana developed three segmentation and positioning strategies that she felt‚ while leveraging the success and momentum TFC has already experienced‚ positions
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