HBS CASE: THE FASHION CHANNEL Answers by Chenghao Zheng (Chuck) 1. What insight do you get from the consumer and market data? TFC’s revenue for 2006: $310.6 million ($80 million from affiliate fees and $230.6 million from ad sales) Strength: the only network dedicated exclusively to fashion‚ with up-to-date and entertaining information broadcast 24/7 Weakness: no detailed segmentation‚ branding‚ or positioning strategy According to customer analysis: there are four groups of customers‚ Fashionistas
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always save it and then copy it over‚ you never know when you will be the victim of technology failure. It would also be helpful if you read the grading rubric before submitting your work. You will know exactly what is expected from you. The Fashion Cannel 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
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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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investing in a major marketing campaign across all clusters‚ awareness and viewing of The Fashion Channel would go up. Cons: Although the broad-based marketing scenario produces a higher net income than the 2007 base‚ the CPM is still $0.20 lower than the current CPM. This $0.20 decrease would take place because TFC’s current target audience would not provide enough maintain the $1.00 CPM. Also‚ because The Fashion Channel would not target a specific audience under this scenario‚ TFC would run the risk that
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Questions for Week 7 Case: * Fashion Channel Read the Fashion Channel case and answer the questions below. Please note the following additional guidance: The discussion of alternatives indicates that for the first scenario‚ an investment in programming would be required but the case does not indicate how much that might cost. You can either assume that this spending was flat or you can assume an increase. In either case‚ specify your assumption and base your findings on that assumption
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Introduction The Fashion Channel was a succesful cable TV network who dedicated solely to fashion and broadcast for 24/7. Founded in 1996 from two entrepreuners‚ this Channel had constant revenue and profit growth above the industry average. Woman between 35 to 54 years were it’s most avid viewers‚ according to its annual demographic survey. Beyond its basic demographics‚ the channel didn’t have much detailed information about it’s viewers nor did it attempt to market to any viewer segments in particular
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dollars from last year. Background TFC was a successful cable network that was the only one who broadcasted up-to-date news about fashion 24 hours a day‚ 7 days a week It was founded in 1996 It has had consistent and constant growth since the beginning‚ revenue was projected to grow to 310 million dollars in 2006 marking another steady year of growth. The channel was one of the most widely available niche networks reaching 80 million US households (this number represents the number of people
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Analisis de Caso: The Fashion Channel GE 602 - Profesora Martia Aldarina‚ MCM Grupo 77-Zolis Cruzeta‚ Carmelia Arzuaga‚ Gineza Felici y Nany Vázquete Interpretación de los datos del Mercado del 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
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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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Case Study: The Fashion Channel 1. Define the segmentation scenarios considered by Dana Wheeler and discuss the pros and cons of each scenario. In the HBS Fashion Channel case‚ Dana Wheeler considered 3 different market segmentation scenarios. Various market research firms had divided viewers into 4 distinct groups: “Fashionistas”‚ “Planners and Shoppers”‚ “Situationalists”‚ and “Basics”. These four groups were comprised of a mix of consumers with a plethora of demographics‚ all with specific
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