Fashion Channel Essay

335 WordsSep 3, 20122 Pages
The Fashion Channel Purpose of Analysis: Increase revenue from advertisement for The Fashion Channel (TFC) Market Segmentation: Segments | Cluster size (in %) | Demographics | Attitude Drivers | Fashionistas | 15 | Female, 61% Income>$100K, 30%,18-34, 50% | Think lot about fashion | Planners and Shoppers | 35 | Female, 53% 18-34, 25% | Enjoy shoppingStay up to date | Situationalists | 30 | Female, 50%,18-34 30% | Enjoy shopping for specific needs | Basics | 20 | Female 45%Male 55% | Do not enjoy shopping at allDo not spend much time | | Favourable | Unfavourable | Internal | Strength 1. Dedicated network for fashion 2. 24X7 coverage of fashion 3. Accessible to all cable customer | Weakness 1. Low customer awareness and interest 2. Poor market research 3. No customer segmentation 4. Highly reluctance to immediate changes | External | Opportunity 1. Proper segmentation may increase viewership. 2. Target specific clusters will increase advertising revenue 3. Identify proper promotion strategy | Threat 1. Increasing competition. 2. Loss of market share. 3. Loss of advertising revenue 4. Reducing brand awareness. | SWOT Analysis of “The Fashion Channel” Marketing Mix: 1. Product: Focus should be given on more entertaining and prime time programmes which will increase the revenue generation for the company. 2. Price: Market analysis should lead to price determination. Focus towards consumer base should be increased instead of increasing the price of the product. 3. Promotion: Advertisement in print, electronic and internet media to be used for promotion. 4. Place: Should be telecast during prime time Recommendation: Based on the several analysis it is to be recommended to be target “Fashionistas” and “Planners and Shoppers” to increase the advertisement revenue from advertiser. Pros | Increase in

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