The Fashion Channel Case Review.docx

The Fashion Channel About The Fashion Channel (TFC)  Dana Wheeler is the senior vice president of marketing for TFC  TFC wants to get recommendations for TFC’s new target segmentation and positioning strategy  Attracting new customers with new marketing and advertising approaches  TFC is TV cable network that provide fashion only for 24/7  Women between 35 and 54 years are the most viewers  TFC trying to achieve higher viewership  TFC have competitors like CNN and Lifetime Channel who provide fashion programme. SWOT Analysis  Strength o Wheeler wants to strengthen its competitive position and willing to spend more than $60 million budget in marketing o TFC is the only network who provide fashion with up-to-date fashion information 24 hours per week. o Dana Wheeler had a strong background In marketing for consumer product as well in advertising industry  Weakness o Poor market position compared to competitors, low average in TV rating (Exhibit 1) o Didn’t have much detailed information about its viewers o Jared Thommas seems scared to change the marketing strategy that Dana mentioned o Marketing message “fashion for everyone” not as popular as the series in 2005 (look great in Saturday night under $100)  Opportunities o Finding loyal customer segment o Ability to increase rating and households rating, and increase rating o Expand the programming segments (men’s fashion, women’s fashion, week fashion shows, etc)  Threats o Low in TV rating o Competitors coming up with fashion programming too and steal the viewers Problems  TFC should improving competitive position with CNN and Lifetime  Changing marketing strategies in order to growth in better outcome  TFC should increase the rating  Increase revenue from advertising buyer by improving market position strategy

Alternative Actions  TFC have analysed the viewers into 4 group (exhibit 3).

o According to the exhibit TFC should focus on women especially in age 18-34, because all cluster contained female so, TFC should focus on 3 cluster, fashionista, planners &shoppers, and situationalists. Basic cluster have more male, and the attitude drivers are negative like don’t enjoy shopping, don’t care about the outfit, so TFC would not be the best action to include focus on basic cluster.  Viewers comparison in % (exhibit 1)