* 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.
1. What is your interpretation of the consumer and market data presented in the case? What key conclusions do you draw from these data? Explain. TFC meets the needs of women 35-54, who have a passion for fashion. As a result of TLC success, existing networks are launching fashion-specific programming because it is an opportunity to strength its existing ratings/viewership from it core women audience (Lifetime) or gain viewership by expanding its offering to include lifestyle content (CNN). The total population does not have the same attitudes, views and opinions regarding fashion. TFC cannot meet the needs of all the different ‘fashion’ segments/clusters. In a fragmented market, there is a need for programming content with a specific viewer in mind. There is an opportunity for TFC to be a market leader to a particular segment/clusters. Bottom-line, it is not about generalization but specializing – focus at being meeting the needs of one segment to gain loyalty.
2. What are the various segmentation options available to the Fashion Channel? What are the pros and cons of each? Explain. Fashionistas
Pro: The target audience is highly engaged in fashion, so they would gravitate to TFC for what it’s around the clock coverage of fashion. They will be loyal viewers. More likely to watch fashion TV. Cons: The target audience is a small percentage. No room for growth. Planner& Shoppers
Pro: Older audience so, they must be current viewers...