Essay on Fashion Channel

1478 Words May 1st, 2012 6 Pages
CRAM Exclusive
Essay Sample
THE FASHION CHANNEL The Fashion Channel is an unique leading cable TV network specialized in only fashion programming with broadcasting 24 hours a day and 7 days per week.The channel has a steady uprising revenue background and profitable high growth above the its’ industry average from the establishment in 1996 by two men who has an entrepreneurial spirit. TFC(The Fashion Channel) has a huge revenue amount of 310.6 million in 2006 with 80 million household viewer who has subscribed to their

middle of document…

To make the right segmentation strategy she investigated some succesfull market research like national consumer field study by GFE.And this research seperates viewers to four spesific groups as: Fashionistas, Planners&Shoppers, Situationalists and Basics.These group diversity effect directions of strategy to enhance CPM, viewing ratings while differentiating the most valuable viewers for a competitive advantage and brand loyalty and this strategy can be done with advertising through the internet or classic PR and Promotion activities based on positioning.According to Dana Wheeler, TFC can implement one of the three segmentation scenarios or choices depending on the research analysis with negative or positive outcomes.



The Expected Outcome of each Targeting Scenarios:





2006 Actual and 2007 Base years must be taken into evaluation to define the creditability of modern marketing strategies. Ad Revenue/Year for actual 2006 was $ 230.630.400 and 2007 base Ad Revenue/Year is $ 207.567.360.The net incomes for these years are $ 93.711.488 for actual and $ 54.640.339 for base and average viewer ratings for these years are % 1.0 .



We can see an increase in average rating of % 1.2 with a higher Average Revenue/Ad Minute of $ 2.376 in Scenario 1 more than 2007 Base year and There is no Incremental Programming Expense and CPM cut by 0.20 BUT Ad Revenue/Year was $ 249.080.832.And we can see increase in CPM to $ 3.50 in Scenario 2 but % 0.2 decline in
CRAM Exclusive
Maid59335Number

Related Documents

  • The Fashion Channel Essay

    The Fashion Channel - Preparation for Class Discussion As preparation for discussing this case in class, students should be ready to respond to the following: 1. How would you interpret the consumer and market data if you were Dana Wheeler? 2. What is the 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.) 3. Develop a factual analysis of the segmentation options

    Words: 1289 - Pages: 6
  • The Fashion Channel Harvard Case Essay

    The Fashion Channel The Fashion Channel is the market leader in Fashion related to TV programming. Recently attempts have been made by other channels to snatch its crown. Dana Wheeler is hired to prevent this scenario from happening. 1. Interpretation of Consumer and Market Data The current competition from CNN and Lifetime is only in the evening time from 9-11 pm (primetime) when the highest revenue for ads is generated. The focus for promoting new programs and attracting advertisers

    Words: 849 - Pages: 4
  • Fashion Channel Case Analysis Essay

    Fashion Channel Case Analysis Wenwen Gao (872236636) 2010.07.07 Introduction and Problem Definition As the only network dedicated solely to fashion, The Fashion Channel’s (TFC) consistent “Fashion for everyone” strategy is facing challenges by the other two competitors Lifetime and CNN, which are separately targeting young females and men by their fashion-related programming. The channel needs to target the right viewers and offer advertisers an attractive mix of viewers, consequently strengthening

    Words: 1605 - Pages: 7
  • Essay about Analisis de Caso: the Fashion Channel

    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

    Words: 1038 - Pages: 5
  • Harvard Business School Case - the Fashion Channel Analysis Essay

    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

    Words: 1103 - Pages: 5
  • The Fashion Channel Essay

    Case study Analysis: The Fashion Channel Introduction: “The Fashion Channel” which is a successful cable TV network and which had been started by two entrepreneurs in 1996, with up to date and entertainment features and information broadcast 24×7 which was related to fashion only. The channel was actually dedicated to fashion only and its main audience were women of 35-54 age group. Earlier TFC’s tagline was “Fashion for Everyone” In 2006 TFC has earned the revenue of $310.6 Mn out of which their

    Words: 1330 - Pages: 6
  • The Fashion Channel Essay

    Problem Statement The Fashion Channel was a successful cable TV network. It wasn’t long before the network realized that other networks were taking note of its success and beginning to add fashion related programming as well. The Fashion Channel needed to boost segmentation, positioning and advertising in order to maintain their current standing. Dana Wheeler was hired to draw on their strengths to help TFC eliminate competitors. TFC realized they need to focus on their target market of women between

    Words: 647 - Pages: 3
  • Communication Channels Essay

    Communication Channels Tonya Harbin HCS/320 Feburary 28,2011 Kim Foster Communication Channels Communication is the transferring of information, thoughts, ideas, and emotions. The sender and receiver that are involved can be a person, animal, or a device. When we communicate with one another we are trying to get a point across and that can be used by symbols, signs, and behavior. Effective ways we communicate are verbal and nonverbal communication. When this type of communication is used

    Words: 1013 - Pages: 5
  • Essay on Fashion Marketing

    of Gothenburg Michael Arvidsson & Robin Agné Ellinor Torsein Acne Studios, brands, “Branding by doing”, communication channels, fashion industry, non-traditional marketing communications, The Swedish fashion wonder, traditional marketing communications, word-of-mouth marketing To determine required conditions to adopt “Branding by doing” as a marketing approach in the Swedish fashion industry. Question 1: What conditions are required of a company to refrain from traditional marketing communications

    Words: 11734 - Pages: 47
  • Fashion Essay

    Cathy, a flagship of the intemperance, luxury and economic peculiarity rests on a point where the main emphasis is put on the materialistic, intellectual and moral issues (Cathy, 2003). Fashion is said to have an equal parallel to architecture judging from the sense of personal belonging and to the extent of detachment to it. Therefore, architecture puts itself in a position of social exclusion or inclusion to the ordinary social life of individuals. In normal ordinary life, people have moved an

    Words: 2614 - Pages: 11