The Fashion Channel (TFC) is a stand-alone cable channel‚ which was started in 1996. It known to be the only “fashion only” channel‚ with fashion related content 24/7. The majority audience for TFC was women aged 35-54. TFC had done well in 2006 with revenue of 310 million‚ way above their expected revenue. But in 2006 more competitors had popped up on the scene and offered fashion related content. These channels‚ CNN and Lifetime‚ were not fashion only channels‚ but they had segments in their broadcast
Premium Income statement Competitor analysis Revenue
data. From its inception in 1996 until recently‚ The Fashion Channel (TFC) enjoyed great success by appealing to as a broad an audience as possible. Overall viewer numbers were the main focus‚ and so long as TFC had no significant competition in terms of the fashion-specific content it offered‚ this “something for everyone” approach was a winner. But competitors such as CNN and Lifetime made note of TFC’s success. They began to offer fashion-specific programming. Consumers now have a choice‚ and
Premium Revenue Income Advertising
The Fashion Channel-Case Analysis Group-6: Anurag Satapathy (2014PGP050) Meenakshi Sundareswaran (2014PGP201) Nishant Mishra (2011IPM058) Rananavare Abhijeet (2014PGP293) Renuka Denkar (2014PGP102) Sawan Kumar (2011IPM095) Sonali Panda (2014PGP372) From the case it is clear that TFC was initially the only channel dedicated 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
Premium Revenue Income statement Income
As-Is Circumstances TFC is confronting hard competitive risk. Lifetime and CNN are eroding TFC’s fashion programming share and there customer satisfaction are higher than that of TFC’s. The conditions will lead to TFC’s net income down. Lifetime is targeting women aged 18-34‚ also CNN is targeting men of all ages as there marketing target. These 2 groups are high valued demographics for advertisers. TFC‚ by contract‚ has no specific marketing target and strategy at present. Relatively‚ TFC becomes
Premium Marketing Revenue Target market
The Fashion Channel: Case Write-Up Decision to Be Made The management team for The Fashion Channel (TFC) must decide which customer segment(s) or “cluster” they should target in their new marketing strategy and how they should position TFC to ultimately increase company revenue. When deciding their marketing strategy‚ TFC must consider how they can increase their share of the market (ratings) versus the increasingly competitive fashion programming on CNN and Lifetime‚ and if they can maintain
Premium Marketing Marketing plan
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
Premium Income statement Revenue Income
Assignment 1: The Fashion Channel 1) If TFC were on a BCG matrix they would fall into the category of a star. They have high market share and high business growth rate. They are the leaders in the fashion niche and should generate large amounts of revenue but need to continue to invest in their channel to ensure it stays profitable. 2) TFC is currently facing 4 critical challenges: Who to market to? Should TFC segment their target market into the four clusters of Fashionistas‚ Planners and
Premium Marketing Target market
Marketing for a national television network‚ Dana Wheeler certainly has many factors to consider before making her final decision on what strategy to pitch to the company leaders at the senior management meeting next week. Ultimately‚ she has the dilemma of choosing and committing to a single strategy for her first major presentation but her decision making process begins well before she’s faced with making that one final choice. As a marketing executive‚ Dana must filter through an assortment of consumer
Premium Marketing Decision making Management
distribution support due to ratings decrease. Another important aspect is that it’s a well balanced solution between two desired phenomena: differentiation from competitors and creating a loyal customer base which are less likely to shift to competitors programs. Targeting shows to a narrow (and profitable) segment of viewers would brand the network as a premium fashion provider‚ a channel that is focused only on delivering high quality and do not intends to satisfies all. A positive by product
Premium Generally Accepted Accounting Principles Business terms English Channel
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
Premium Marketing Target market Advertising