Introduction Hardly any industry today is as much changing as the fashion industry. New collections‚ new styles and trends emerge faster than ever before. Brands that are "in" today can be "out" tomorrow and vice versa. In addition‚ consumer behavior in the fashion industry changed significantly over the last two decades mixing and mingling fashion segments into individual styles that combine both high and low-end fashion items. In order to keep up with the pace of the industry‚ players have
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falling revenues‚ in 1999-2000 Doordarshan (DD)1 had a revenue growth at 50%. In 1999-2000‚ DD earned revenues of Rs 6.1mn compared to Rs 3.99 mn in 1998-99. DD showed signs of revival with the launch of DD World (a channel for NRIs) and had relative success with some of its regional channels (Refer Table I for different DD channels). However by the end of 2000-01‚ DD’s honeymoon with success seemed to be over. In 2000-01‚ DD’s revenues were projected to grow at 6-15% while private channels such
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The Fashion Channel – Case Study Exercise 1: What is expected outcome of each of the targeting scenarios? (complete both the Ad Revenue and Financial calculators to fully understand the financial impact of the scenarios) Exhibit 4: Ad Revenue Calculator TV HH Average Rating Average Viewers (thousands) Average CPM1 Average Revenue/Ad Minute2 Ad Minutes/Week Weeks/Year Ad Revenue/Year Incremental Programming Expense 1 Revenue/Thousand Viewer 2 Calculated by multiplying Average Viewers by Average
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PROBLEM STATEMENT Dana Wheeler‚ The Fashion Channel’s (TCF) senior vice president of marketing‚ must focus on TCF’s segmentation‚ branding‚ and positioning strategy. BACKGROUND TFC is a cable TV network specially devoted to the latest fashion broadcasted 24 hours per day‚ 7 days per week. TFC was successful and experienced constant revenue and profit growth above the industry average. TCF was one of the most common niche network‚ shared with 80 million U.S. households. A LT E R N AT I V E
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The Fashion Channel Marketing Analysis XXXXXX XXXXX Abstract 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
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CASE STUDY: The Fashion Channel Case study: The Fashion Channel Opening Lacking of detailed segment‚ branding and positioning strategy and increasing competitors which have put forward the similar fashion program forced TFC to change its marketing strategy for future growth. Therefore‚ targeting and positioning the market are of great importance. However‚ TV ratings and advertising revenue are necessarily to be accomplished by segment TFC. Key
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The Fashion Channel The VPs main focus was recommending few new segmentation and positioning strategy for TFC Recent addition to TFC and was eager to create an impression Company needed to strengthen its competitive position in the market The company was ready to spend $60M in 2007 which was an increase of 33.33% from 2006 TFC Background A very famous and successful TV network – dedicated solely to fashion 24/7 Founded in 1994 by 2 entrepreneurs. Steady revenue and profit growth since the
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Descripción del Caso The Fashion Channel (TFC) era un exitoso canal de televisión por cable‚ dedicado exclusivamente a la moda‚ con una programación continua de 24 hrs. al día‚ los 7 días de la semana. Fue fundado en el año 1996 y desde entonces‚ había presentado ingresos y resultados por sobre la media de la industria de forma consistente‚ hasta el año 2006. Sin embargo‚ hoy su directorio y grupo gerencial estaban enfrentados ante una situación que hacia preveer cambios hacia futuro y por lo
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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
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Fashion Channel Market Segmentation Fashion Channel Market Segmentation SWOT Analysis Strengths 1. Specialist in fashion-oriented programming 2. Appeals mostly to women between 35 and 54 3. Attracts premium pricing 4. Operates under the basic cable package Weaknesses 1. Operations not fully diversified 2. Section of management is reluctant to accept change 3. Satisfaction level of TFC’s customers is on the decline 4. Lack of market segmentation Opportunities 1. Advertisers are ready
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