The Fashion Channel

4242 words 17 pages
Case Study: The Fashion Channel
Case Study: The Fashion Channel

Table of Contents

Executive Summary 1 Problem Statement 3 Proposed Scenarios & Analysis 4 Scenario #1 4 Scenario #2 5 Scenario #3 6 Proposed Solution 7 Implementation Plan 9 Conclusion 10 Exhibits 11 Exhibit 1: GFE Associates: National Consumer Survey (excerpts) 11 Exhibit 2: GFE Associates: Analysis of Attitudinal Clusters in U.S. Television Households for The Fashion Channel 12 Exhibit 3: Ad Revenue Calculator 13 Exhibit 4: TFC Estimated Financials 14 Exhibit 5: Implementation Schedule 15

Executive Summary

The Fashion Channel (TFC) is a cable television network that broadcasts 24 hours a day, 7 days a week and is
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Each scenario will explore changes to either marketing or programming, or a combination of both and the potential results are quantitatively calculated and presented. In addition to a quantitative analysis, we have also considered the impact on viewer demographics, segmentation, and The Gravity Decision Spectrum (Yankelovich & Meer (2006)) to understand the potential impact the changes will have on viewers and The Fashion Channel programming.

Quantitative analysis done in this case is based on The Fashion Channel’s forecasted financials for the years 2006 and 2007. Data for behavioral analysis was acquired from the GFE Associates National Consumer Survey (Exhibit 1) and GFE Associates: Analysis of Attitudinal Clusters in U.S. Television Households for The Fashion Channel (Exhibit 2).

In the past, The Fashion Channel has met little competition and therefore was able to expand and grow somewhat uninhibited regardless of their marketing strategy. Because they were the only channel out there with consistent fashion subject matter, the market came to them for the most part. Now, however, there are other channels going after the fashion market. Specifically, CNN and Lifetime who have both added programming blocks on their channels that are dedicated to fashion. As a result, TFC is being forced to do something they haven’t had to do in the past; split their visible market into segments, target the segments they wish to pursue, and position themselves as


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