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The Fashion Channel

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by

Carlos Caballero

on 17 April 2013

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Transcript of The Fashion Channel

WELLCOME TO THE FASHION WORLD
Group 8:
Maksimenko Tatiana Aleksandra
Joya Beamer
Mercy Miyandazi
Kaushik Reddy Dandu
Samuel Bandoh
Carlos Caballero The Fashion Channel
Case October 15 , 2012 Group 8: Mercy Miyandazi, Kaushik Reddy, Joya Beamer, Carlos Caballero, Alexandra Maksimenko, Samuel Bandoh The Fashion Channel
Marketing Strategy

Target groups are Fashionistas and Planners & Shoppers, consisting of women generally in the age group of 18-54 who follow fashion and spend regularly to keep up with the latest trends

Expected to spend an extra $20,000,000 per year to update 
the program content

Expected increase in viewers ratings to 1.2% and CPM to $2.50.
Expected to make a profit margin of 39% an almost 9% increase over previous years

Allows TFC to retain its tag line of  "Fashion for Everyone" with minimal risk Scenario 3 - Two Segment Approach Current program content the channel offers has to be changed to suit their requirements and interests, the
Change of content is expected to cost $15,000,000 of additional spending per year for the channel
The target audience are viewers with the most interest in fashion and most sought after by advertisers
Expected margin of 37 % which is 7% more than current year and 10 % more than the previous scenario Scenario 2 - Focused Approach Target group consists of all the segments
Increase in programming cost is expected to be $5,000,000
Expected fall in the Ad revenue, compensated by the increase in the viewers ratings
We can expect a profit Margin of 27% which is less than the current years projection of 30%
Long term not profitable Scenario 1 -Broad Multi Segment Approach Financials 10 years of continuous growth
New competition from CNN and Lifetime
Currently no segmentation, branding or positioning strategy
Expecting a 10% drop in Ad revenue next year from the new competition Our Current Situation Scenario 3 offers the best strategy for The Fashion Channel

It presents the best long-term option
will generate the highest margin and highest net income (however it doesn’t offer the highest CPM)
Segment with relatively low risk
Dana should direct the new marketing plan towards target market
Review the competition market content
Improve customer interest, awareness, and perceived value Recommendation Scenario 3 Scenario 2 Scenario 1 Ad Revenue Calculations Increased advertising pricing/revenue
Secure position as a market leader
Improve average rating
Develop a target segment
Provide more focused market for the advertisers Opportunities for Improvement October 15 , 2012 Group 8: Mercy Miyandazi, Kaushik Reddy, Joya Beamer, Carlos Caballero, Alexandra Maksimenko, Samuel Bandoh The Fashion Channel
Marketing Strategy

-Target groups - Fashionistas and Planners & Shoppers, consisting generally of women ages 18-34 who follow fashion and spend regularly

- Expected to spend an extra $20,000,000 per year to update 
the program content

-Expected increase in viewers ratings to 1.2% and CPM to $2.50

-Expected to make a profit margin of 39% an almost 9% increase over previous years

-Allows TFC to retain its tag line of  "Fashion for Everyone" with lower risk in comparison to scenario 2 Scenario 3 - Two Segment Approach -Current program content has to be changed to suit their requirements and interests

-Change of content is expected to cost $15,000,000 of additional spending per year

-The target audience are viewers with the most interest in fashion and most sought after by advertisers

-Expected margin of 37 % which is 7% more than current year and 10 % more than the previous scenario Scenario 2 - Focused Approach - Target group consists of all the segments

-Increase in programming cost is expected to be $5,000,000

-Expected fall in the Ad revenue, compensated by the increase in the viewers ratings

-We can expect a profit Margin of 27% which is less than the current years projection of 30%

-Long term not profitable Scenario 1 -Broad Multi Segment Approach -Increased advertising revenue

-Secure position as a market leader

-Improve average rating

-Develop a target segment

-Provide more focused market for the advertisers Opportunities for Improvement -10 years of continuous growth

-New competition from CNN and Lifetime

-Currently no segmentation, branding or positioning strategy

-Expecting a 10% drop in Ad revenue next year from new competition Our Current Situation Scenario 3 Scenario 2 Scenario 1 Financials Ad Revenue Calculations -Scenario 3 offers the best strategy for The Fashion Channel

- It presents the best long-term option

- Will generate the highest margin and highest net income (however it doesn’t offer the highest CPM)

- Segment with relatively low risk

- Direct the new marketing plan towards target market

- Review the competition market content

- Improve customer interest, awareness, and perceived value Recommendation October 15 , 2012 Scenario 3 offers the best strategy for The Fashion Channel

It presents the best long-term option
will generate the highest margin and highest net income (however it doesn’t offer the highest CPM)
Segment with relatively low risk
Dana should direct the new marketing plan towards target market
Review the competition market content
Improve customer interest, awareness, and perceived value Recommendation THANK YOU....!!! To Our Channel -Founded in 1996

-"Fashion for Everyone"

-Broadcasts Fashion 24 hours a day, 7 days a week

- 2006 forecast revenue $310.6 million The Fashion Channel -Currently selling a product to consumer they know little about

-TFC hasn't been customizing their products according to the various consumer segments needs

- Current Strategy "Fashion for Everyone"

-Opportunity to increase viewers and advertisers

- Target Demographic
- Females
-Ages 18-34
-The Fashionistas and the Planners/shopper groups Dana Wheeler's Analysis - Target group consists of all the segments

-Increase in programming cost is expected to be $5,000,000

-Expected fall in the Ad revenue, compensated by the increase in the viewers ratings

-We can expect a profit Margin of 27% which is less than the current years projection of 30%

-Long term not profitable
Full transcript