The Fashion Channel Harvard Case
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 must be in that time segment.
As indicated in the competitor comparison the fashion channel lacks the programs with celebrity focus. The lifetime channel attracts 43 % female viewership from the age group of 18-34 (TFC 33% CNN 27%) which indicates that they have some features in their program that attract that age group. The data from GFE associates is helpful to determine what content the consumer requires from Fashion Channel. As indicated in the data 45% of consumers rate TFC as their favorite channel on cable, 58% consumers rate TFC as best place for fashion information. This data says that there are people who are loyal to brand TFC and all the focus must be applied to retain those and build more. The data also indicates that lot of consumers rely on TV programs for fashion updates for what to wear in parties leisure activities and special occasion. The programs on TFC must attract these consumers. According to data for attitudinal clusters the focus must be on the female viewers aged 18-34 who are “Fashionistas” and “Planners and Shoppers”. These two category (50% of total) has an above average interest index in fashion. The focus on these two categories will automatically attract the remaining “Situationalists” who also have same needs according to the attitude drivers. The primary objective must be to increase viewer rating and the programs must attract right demographics in which the advertisers are interested which is TFC’s primary growth
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 must be in that time segment.
As indicated in the competitor comparison the fashion channel lacks the programs with celebrity focus. The lifetime channel attracts 43 % female viewership from the age group of 18-34 (TFC 33% CNN 27%) which indicates that they have some features in their program that attract that age group. The data from GFE associates is helpful to determine what content the consumer requires from Fashion Channel. As indicated in the data 45% of consumers rate TFC as their favorite channel on cable, 58% consumers rate TFC as best place for fashion information. This data says that there are people who are loyal to brand TFC and all the focus must be applied to retain those and build more. The data also indicates that lot of consumers rely on TV programs for fashion updates for what to wear in parties leisure activities and special occasion. The programs on TFC must attract these consumers. According to data for attitudinal clusters the focus must be on the female viewers aged 18-34 who are “Fashionistas” and “Planners and Shoppers”. These two category (50% of total) has an above average interest index in fashion. The focus on these two categories will automatically attract the remaining “Situationalists” who also have same needs according to the attitude drivers. The primary objective must be to increase viewer rating and the programs must attract right demographics in which the advertisers are interested which is TFC’s primary growth