Analisis de Caso: the Fashion Channel

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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 desarollar los programas de mercadeo y la creación de una marca que sirva para el crecimiento continuo de TFC. Como resultado del proceso de análisis de los datos del Mercado la señora Wheeler presentará:

La necesidad de una estrategia para atraer de vuelta a grupos de expectadores que estaban siendo atraídos por la competencia, los canales Lifetime y CNN, creando nuevos programas que se ajusten a las nuevas tendencias de la audiencia. Con estos expectadores que tienen un valor alto (CPM) , el canal tendrá también la oportunidad de aumentar sus ganacias de publicidad, en la venta de comerciales.

Presentar la necesidad de cambios. Con el uso de una investigación llamada Alpha que estudió la satisfacción de los clientes con las redes de cable visión , se corroboró la pérdida de posicionamiento que TFC confronta, anteriormente había ocupado posiciones más alta que la competencia.

Enfocar en los fashionistas, los planners/ shoppers que son los segmentos más interesados en la moda, según el estudio GFE Associates. Incrementar el enfoque a las mujeres entre las edades de 18-34, esta encuesta demostró que ellas tenían el mayor interés publicitario y que estaban más comprometidas con la moda por lo tanto TFC generará más ganancias con ellas y se fortalecerá cuando lleguen al rate mas alto. Ahora las edades son de 35 a 54 .

Aumentar las ganancias en el área de publicidad a través del aumento de (ratings) y el aumento del valor de los ingresos por venta de

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