The Fashion Channel (TFC) has enjoyed a calm journey on the top of the fashion-programming niche for almost 10 years. However, there is a frontal attack from market-challengers of two other cable networks to capture market share and revenues from TFC. The CEO is keenly aware that TFC needs a new marketing strategy if they want to remain the market leader. Therefore, he hired a senior vice president of marketing to gather data, analyze the situation and make recommendations to the company as quickly as possible. The purpose of this study is to review the marketing challenge facing TFC, analyze their consumer and market data, and examine the pros and cons of TFC’s marketing options. This case raises a question for further study: How can a niche brand use technologies to grow their brand and profits while protecting market share and revenue if barriers of entry are low for competitors who share the same technologies and channels of distribution?
The Fashion Channel Marketing Analysis
The Fashion Channel (TFC) has enjoyed a calm journey as the top of the fashion-programming niche for almost 10 years. However, they are facing a new frontal attack from market-challengers CNN and Lifetime channels to capture market share and revenues from TFC (Kotler & Keller, 2009, p. 138). It seems that TFC employees know something different must be done to remain the leader in fashion programming, but who will speak truth to power (Welch & Welch, 2005; Stahl, 2007)? We will review the marketing challenge facing TFC, analyze their consumer and market data, and examine the pros and cons of TFC’s marketing options. Overview of The Fashion Channel’s Marketing Challenge and Data Analysis In 1996 two entrepreneurs, including current CEO Jared Thomas, launched TFC for broadcasting fashion programming through cable television and satellite mediums (Stahl, 2007, p. 1-2). TFC is the...