there is a significant overlap in the market segment. 50% of the market for the Fashionistas and 25% for Planners/Shoppers are aged between 18-34 years. Additionally‚ 61% of the Fashionistas and 53% of the Planners and Shoppers are Female. Dana Wheeler estimated that there would be a $5
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decided to hire on an experienced marketer by the name of Dana Wheeler to develop marketing and brand-building programs to support the Fashion Channel’s growth. What are the new goals of the Fashion Channel (FC) as a result of the changes in its viewership? Dana Wheeler came to the conclusion that the company needed to strengthen its competitive position‚ and attract a critical mass of viewers who were interested in the network’s content. Wheeler decided that this would be possible if the Fashion Channel
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Consumidor posando como Dana Wheeler. La señora Dana Wheeler es la Vice Presidente de Mercadeo del canal de televisión The Fashion Channel (TFC). La señora Wheeler posee amplia experiencia en el area de mercadeo y la industria de publicidad. La empresa TFC contrató a la señora Wheeler para desarollar los programas de mercadeo y la creación de una marca que sirva para el crecimiento continuo de TFC. Como resultado del proceso de análisis de los datos del Mercado la señora Wheeler presentará: La
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the content and quality of its programing. Dana Wheeler had a decision to make how to market TFC and increase its viewership ratings. TFC had a ration of 1 while CNN and Lifetime had a 3.0 and 4.0 respectively. Also the rating based on consumer score was lower then its competitors‚ 3.8 vs 4.3 (CNN) and 4.5 (Lifetime.) While these scores are still above the market average‚ they were still not up the competitors‚ which caused concern at TFC. Dana Wheeler had decided they needed to segment the market
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the content and quality of its programing. Dana Wheeler had a decision to make how to market TFC and increase its viewership ratings. TFC had a ration of 1 while CNN and Lifetime had a 3.0 and 4.0 respectively. Also the rating based on consumer score was lower then its competitors‚ 3.8 vs 4.3 (CNN) and 4.5 (Lifetime.) While these scores are still above the market average‚ they were still not up the competitors‚ which caused concern at TFC. Dana Wheeler had decided they needed to segment the market
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Dana 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 main
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group‚ while 61% of Fashionistas are women. Also‚ 50% of Fashionistas are aged 18 to 34—a demographic highly desirable to advertisers. 2. What is the expected outcome of each of the targeting scenarios? TFC’s senior vice president of marketing‚ Dana Wheeler‚ believes increasing
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both rating and advertising prices. The detailed calculations can be found in Appendix. 2- According to the GFE Research‚ there are four main groups of viewers for TFC. The Fashionistas‚ Planners & Shoppers‚ Situationalists and Basics. Dana Wheeler came up with three different segmentation strategies. Let’s analyze these three segmentation options: Scenario 1: Targeting females who are between 18-34 years old. Pros: * The Net Income will increase from $54M to $94‚9M ($40M more)
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Introduction The protagonist of this case is Dana Wheeler who is the senior vice president of marketing for TFC She was looking into preparing a new Segmentation and Positioning Strategy If her boss liked what he heard then they would move forward with a 60 million dollar IMC campaign utilizing national advertising‚ promotion‚ and public relations. This was an increase of 15 million dollars from last year. Background TFC was a successful cable network that was the only one who broadcasted up-to-date
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secure TFC’s position as the market leader. Thomas also wanted to hire an expirienced marketer to develop marketing and brand-building programs to support TFC’s continued growth. Enter Dana Wheeler in July 2006. Thomas expected that Wheeler would draw on these strengths to help TFC became star again. Wheeler’s Plan Wheeler had been warned by Ad Sales that TFC had to drop the price for a unit of advertising next year by 10% if the networks did not make some changes in it’s performance‚ she knew in order
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