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
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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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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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The Fashion Channel Case Due Date: 9/30/2013 Here at The Fashion Channel (TFC)‚ the management team needs to decide which customer segments that we should target when implementing our new marketing strategy. Based on current environmental trends‚ state of the economy‚ current cultural‚ social‚ and political conditions‚ we as team need to find a way to position ourselves to ultimately increase company revenue. In doing this we need to focus on ways to increase our share of the market (targeting
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MARKET SEGMENTATION‚ TARGETING AND POSITIONING MARKET SEGMENTATION INTRODUCTION: - The market for any product is normally made up of several segments. A ‘market’ after all is the aggregate of consumers of a given product. And‚ consumer (the end user)‚ who makes a market‚ are of varying characteristics user and buying behavior. There are different factors contributing for varying mind set of consumers. It is thus natural that many differing segments occur within a market. In order to capture this
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Market Segmentation The purpose for segmenting a market is to allow your marketing/sales program to focus on the subset of prospects that are "most likely" to purchase your offering. If done properly this will help to insure the highest return for your marketing/sales expenditures. Depending on whether you are selling your offering to individual consumers or a business‚ there are definite differences in what you will consider when defining market segments. Market segmentation is a marketing
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6 Market Segmentation and Positioning Positioning is not what you do to a product; it is what you do to the mind of a prospect. Ries and Trout (1972) Learning outcomes After reading this chapter‚ you will be able to: ✔ Describe the principles of market segmentation and the STP process. ✔ Explain the characteristics and differences between market segmentation and product differentiation. ✔ Explain how market segmentation can be undertaken in both consumer and business-to-business
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The Fashion Channel 1. What are the pros and cons of the three segmentation scenarios? Read carefully the case and make a list of the pros and cons of each segmentation scenario. Use the following table to summarize your findings. Scenario 1: Broad-based Segmentation Targeting Scenario 2: Fashionista focus Scenario 3: Fashionistas + Planners/Shoppers Pros Cons 2. What Segmentation scenario is likely to produce higher revenues? To estimate
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The Fashion Channel Case Analysis Problem Statement: The case of the Fashion Channel exhibited possible failures and multiple problems. After thorough review of the case I felt the core problem is the failure to focus on a specific demographic. TFC had run off the marketing strategy of “something-for-everyone” for plenty of years and found success in this untouched niche of fashion television. Without competition‚ this marketing mentality had been very profitable‚ and started drawing up attention
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Segmentation Segmentation is essentially the identification of subsets of buyers within a market who share similar needs and who demonstrate similar buyer behavior. The world is made up from billions of buyers with their own sets of needs and behavior. Segmentation aims to match groups of purchasers with the same set of needs and buyer behavior. Such a group is known as a ’segment’. Think of you r market as an orange‚ with a series of connected but distinctive segments‚ each with their own profile
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