Essay on Fashion Channel

1478 Words Aug 7th, 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

    multi-year contracts with networks that specified the fee the network would receive for each household that received the channel. The local affiliates of that MSO marketed and distributed the service to consumers in all the local markets for which they held a franchise. There were mainly two kinds of channel were existing and that was premium channel or basic channel and TFC was a basic channel so most consumers received it automatically when they signed up for basic cable service. Competitive threats:

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

    Wheeler first considered examining the segments of Fashionistas, Planners & Shoppers, and Situationalists. She knew that investing in major marketing and advertising campaigns would in turn increase the amount of awareness and viewing of the channel. She was hoping, over time, to boost the ratings by 20%. Alternative 2 was for Wheeler to place more focus on the Fashionistas segment. She knew the strength of this segment and how valued it was in the 18-34 demographic. Although it was smaller than

    Words: 647 - Pages: 3
  • The Fashion Channel Harvard Case Essay

    would degrade TFC market position, will also result removal from basic channel offerings from cable operators over longer period Scenario 2 : Audience Mix: Fashionistas (only 15 % of total) Advt. Campaign : $15 mil more CPM: $3.5 Rating : 0.8% from 1.0% Outcome : will appeal specific segments only, significant increase in revenue, could result in decreasing popularity among common viewers and rating. Will result in TFC as Fashion exclusive brand. Scenario 3 : Audience Mix: Fashionistas ,Planners

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

    valued viewers to advertisers.  Place more focus on Fashionistas segment and spend additional 15 million on programming Pros: Highly valued customer in 18-34 female demographic will attract advertisers who mainly focus on younger, female-oriented fashion. CPM will be increased from $2 to $3.5.

    Words: 1605 - Pages: 7
  • Harvard Business School Case - the Fashion Channel Analysis Essay

    segmentation approach. Pros: * The Fashionista segment is saturated with valuable 18-34 year old females. * Penetrating a valuable advertising audience will increase CPM drastically. * The segment places lots of interest in fashion making them more loyal to fashion programming. * Potential to take back viewers who have transferred to CNN and Lifetime. * Homogeneous segment with similar values, attitudes, and desired benefits. Cons: * Only represent 15% of households – this strategy

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

    Will the Health Care Reform Hurt or Help the Economy? It depends… Yes, it does depend from what point of view we are looking at this new reduction of government (Health Care) expending. Will this have a significant impact of the Gross Domestic Product (GDP)? Some people have a strong belief that it will not and others think it might result in a small aggregate increase in employment because given that the health care sector is one of the more labor-intensive sectors in the United States economy

    Words: 869 - Pages: 4
  • The Fashion Channel Essay

    What response can be provided to overcome any objections? Student Study Question 6 How is Ontario Zink’s senior management team likely to react to the Atlantic Bundle? The Springfield Nor’easters: Maximizing Revenues in the Minor Leagues - Preparation for Class Discussion Students should read the case and come to class prepared to discuss the following questions: 1. Evaluate the research survey undertaken by the League Sports Association and by Larry Buckingham, Nor’easters’ marketing

    Words: 1289 - Pages: 6
  • Fashion as Fashion Photography Essay

    conclusion. Like fashion itself, the get to express themselves through clothes designed for them. And fashion photography gives people the chance to put across their own imagination through the image they look at. Fashion and Fashion photography make viewers get drawn in, and tell them what they can look at, and from there let the viewers make their own conclusion. And this is why I think there is a lot of greater consumption to fashion and fashion photography. This way of working changed fashion photography

    Words: 1082 - Pages: 5
  • Sustainable Fashion Essay

    Skills­and­­ language­focus Developing your ideas: ■ Analyzing the essay question ■ Writing short definitions ■ Writing extended definitions ■ Paragraph development – exemplification and support ■ Thinking critically ■ Using examples to develop ideas Writing about cause and effect: ■ Organizing your essay – cause and effect ■ The language of cause and effect ■ Using statistical facts Comparing and contrasting: ■ Organizing your essay – comparison and contrast ■ The language of comparison and contrast

    Words: 5289 - Pages: 22
  • Essay fashion

    Many stylists suggest daily rates for entry-level positions can range from $150 to $200, whereas daily rates for a top-level stylist can average around $5,000 a day, or more than $100,000 annually. Fashion Stylist need to have an almost innate sense of color and style some of this can be learned through formal training, but some of it comes through natural aesthetic skills also. Designers need to have a strong understanding of designs and manufacturing techniques and how these can effect the type

    Words: 735 - Pages: 3