The Fashion Channel is a well known cable television network dedicated to fashion only. CEO Jared Thomas founded the network in 1996 and had seen constant growth in sales‚ revenue and profit since its beginning. Thomas understands that in order to stay aggressive the company needs to strengthen its competitive position. Thus‚ Thomas hired Dana Wheeler‚ an expert in marketing. Dana needs to prove that her recommendations of spending more than $60 million in national and affiliate advertising‚ promotion
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1. Interpretation of consumer and market 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
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habit that never stops and never changes throughout time. However‚ the way people shop differs from one another. For instance‚ when someone goes to the supermarket‚ he or she will notice different kinds of shoppers wandering around the aisles. These shoppers’ types can be narrowed down to three main types. Those three types include: the unorganized and unprepared shoppers‚ the shopping list shoppers‚ and the coupon freaks. First of all‚ there are the unorganized and unprepared shoppers. These types
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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
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THE FASHION CHANNEL A TIME FOR CHANGE Implementing Sustainability through Targeted Marketing THE DATA – STRATEGIC MARKETING RESEARCH The Fashion Channel Ad Revenue Calculator Multi Segments One Segment Two Segments Current 2007 Base Strategy Strategy Strategy TV House Holds 110‚000‚000 110‚000‚000 110‚000‚000 110‚000‚000 110‚000‚000 Average Rating 1.00% 1.00% 1.20% 80.00% 1.20% Average Viewers (thousands) 1‚100 1‚100 1‚320 880 1‚320 Average
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LESSON-18 CHANNELS OF DISTRIBUTION Dr Subhanjali Chopra STRUCTURE 18.0 Introduction 18.1 Objectives 18.2 Meaning of Channels of Distribution 18.3 Kinds of Distribution Channels 18.4 Choice of Channel of Distribution 18.5 Summary 18.6 Glossary 18.7 Self Assessment Questions 18.8 Further Readings 18.0 INTRODUCTION Distribution of products constitutes an important element of marketing mix of a firm. After development of the product‚ the entrepreneur has to decide channels or routes through
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RETAIL HEARTBEAT Pulse Report: Channel blurring In a fiercely competitive environment‚ retailers can win market share by better addressing shoppers’ and consumers’ evolving needs. Faced with budget constraints and higher food and fuel prices‚ many shoppers are trimming basket size to save money while making more frequent trips to nearby drug‚ dollar and grocery stores‚ according to new analysis from SymphonyIRI Group. In turn‚ drug and dollar retailers have boosted their food and beverage offerings
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Alice Lee 26 January 2015 Three Types of Shoppers Do you like shopping? Most of the people like to go shopping. When you go shopping‚ do you always buy something? Probably your answer is ‘No’. Sometimes‚ people go to the mall or supermarket without any buying purpose. In my case‚ I like to go to the mall just to look around new products. However‚ some people may think I am a time waster because I do not buy anything. Like this‚ everyone has different thinking about shopping tendencies. Also
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I Software industry overview of global marketing channels 1. Overview of the software industry The software industry is the most important and one of the most rapidly growing segment of the information and communication technology (ICT) industries. According to DataMonitor‚ the size of the worldwide software industry in 2008 was US$ 303.8 billion‚ an increase of 6.5% compared to 2007. The United States is estimated to have approximately 50% of the global software market ’s value. U.S. software
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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 Shoppers‚ Situationalists
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