that would appeal to all viewers. As competition has increased and since viewers and advertisers have a lower perceived value of the product they are providing‚ TFC is receiving pressure to lower their price per unit of advertising by 10%. Dana Wheeler is a marketing executive who was hired to help the network identify ways to recapture and maintain market share that is being lost to competitors. The network’s management has been reluctant to change marketing methods and programming because
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Case Analysis Of “The Fashion Channel” Introduction and Problem Definition The Fashion Channel case illustrates the development of market segmentation options in implementing marketing strategies in a changing competitive environment‚ and demonstrates how quantitative analysis may be used to support a strategic marketing decision. The Fashion Channel (TFC) was a widely available niche cable network which only offers fashion-oriented programming. It was very successful until other regular networks
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The 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 marketing
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PROBLEM STATEMENT Dana Wheeler‚ The Fashion Channel’s (TCF) senior vice president of marketing‚ must focus on TCF’s segmentation‚ branding‚ and positioning strategy. BACKGROUND TFC is a cable TV network specially devoted to the latest fashion broadcasted 24 hours per day‚ 7 days per week. TFC was successful and experienced constant revenue and profit growth above the industry average. TCF was one of the most common niche network‚ shared with 80 million U.S. households. A LT E R N AT I V E
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success of their previous marketing strategy‚ TFC is in dire need of change. Create a strategy to successfully reach a powerful viewer segment to increase the ratings in highly valued demographic groups to ultimately increase CPM pricing. In the end Dana Wheeler would need to drive revenue growth‚ increase viewership‚ and increase advertising pricing. Situation Analysis: Strengths: The biggest strength of TFC is the fact that they are providing fashion television 24 hours a day 7 days a week. This can
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interoffice memorandum to: Ms Dana Wheeler‚ Senior Vice President‚ Marketing subject: Suggestions for forthcoming Marketing Plan date: 10/12/2013 TFC is indeed in a rather tricky situation at the moment. Although I agree with you that there is an undeniable need for some substantial changes‚ I am equally concerned about the negative reception of these changes by our viewers and even our employees. According to me‚ the aim right now should be to steer our channel away from the risks of declining
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solely to fashion. The need for market segmentation arose due to drop in the TFC ratings to 1.0 due to the increase in competition in the segment. This also saw a fall in the revenue in the company. The following strategies were suggested by Dana Wheeler: 1. Maintaining a broad appeal to cross segment of Fashionistas‚ Planners and Shoppers‚ and Situationalists. 2. Focus more on Fashionistas. 3. Targeting two segments- the Fashionistas and the Shoppers/Planners. The following tables provide
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open my mouth Kestan then 8blurted out “ I CHOPPED MY HAND OFF IN A MEAT GRINDER” and went back to eating like it was nothing. Of course his dad and I further explained what had happened. What had happened exactly was my now ex-husband‚ Kestan’s Dana Kretchmar 2 dad and I were owners of a Steak house in West Texas town called
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marketing target and strategy at present. Relatively‚ TFC becomes less attractive media for advertisers. CPM will decline in 2007 from the current $2.00 to $1.80. It will cause net income drop $39 million. Jared Thomas‚ TFC’s founder and CEO‚ hired Dana Wheeler to breakthrough this harsh reality and future risk. The change is inevitable. 1. The key consumer and market data Key consumer The key consumer for TFC is women aged 18-34. The reason is that advertisers pay more for this specific groups than
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1. מלאו את הטבלאות ב Exhibit 4 & 5 לצורך חישוב התוצאה הצפוייה לכל תרחיש שוק מטרה במונחי הכנסות מפרסום והכנסה נטו. אנא צרו את הטבלאות בעצמכם‚ יש להגיש את הטבלאות המודפסות‚ ובנוסף .HBS 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 | 1.00% | 1.00% | 1.20% | 0.80% | 1.20% | Average Viewers (thousand) | 1‚100 | 1‚100 | 1‚320 | 880 | 1
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