Total fashion channe
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This document discusses recommendations for TFC's new segmentation and positioning strategy. It analyzes TFC's target demographics and competitors. It recommends that TFC target the Fashionistas and Planners/Shoppers segments, which comprise mostly females with high net incomes, through fashion programming from 8-11pm on weekdays and 10-11pm on weekends. It also recommends developing programs that provide store recommendations and contests to engage viewers while maintaining TFC's overall "Fashion for Everyone" positioning.
Total fashion channe
- 2. TFC TFC-founded by two enterpereneurs Dana wheeler-Senior VP of marketing for TFC Aim:-Recommendations for TFCs new segmentation and positioning strategy Personal motive-to gain support of her colleagues
- 3. TFC had experienced constant revenue and profit growth above industry average Revenue in 2006-$310.6 million 80 million households(b/n 35 and 54 yrs)
- 4. Threats Opportunity CNN and Lifetime due to their strong programming concept Their ratings were high Lifetime was targeting a lot of Younger Demographics CNN was trying to deliver great numbers on men Ad companies are interested in ratings and buying demographics By increase its ratings in highly valued demographic groups, TFC Ad sales team could achieve CPM pricing increase from 25% to 75% By attracting a large number of highly valued viewers, the network had the opportunity to substantially grow its advertising revenues
- 5. Main Focus Wheeler realised that two key levers to drive revenue growth could be- 1)Increased viewership(ratings),and 2)Increased advertising pricing Segments- Fashionistas Planners and shoppers Situationalists Basics
- 6. Target Strategy It should target - Fashionistas and shoppers/planners(net income of 39%)-Females mainly(61% viewers)-Exhibit3 - Fashionistas only(net income of 37%)-Females mainly(53% viewers)-Exhibit3 As these both segments are highly engaged in fashion and participate in fashion on regular basis, Most of the females watch TV TFC can target fashion programming every Monday- Friday between 8-11 pm and sat-sun between 10-11 pm especially to bring back its viewers which has been taken by competitors -
- 7. Contd.. Fashion shows tailored to party needs If they want to target basics segment, they also need to show some other programs apart from fashion as these people arent much interested in fashion programs. So,to get these customers hooked to TFC, it also need to show different types of shows
- 8. Positioning TFC needs to be more focussed in its approach which its competitors is doing. It lacked in acquiring -Detailed information about viewers -No attempt to market to any viewer segments It need not do away with its overall positioningFashion for everyoneas new positioning does takes time to build up and also involves a lot of money Moreover,TFC was well known among people as it was old brand.So,it need not reposition itself
- 9. Recommendations TFC can come up with programs like programs through which it can also advise its viewers about some stores from where they can consider buying products - 59% people shop around to find best value on clothes(Exhibit2-14) They can also come up with some contests or sports activities (55% -17th point)
- 10. Question and Answers Lesson IMT can draw is- IMT has increased its student base same like TFC -it has focussed on multi segment -it should try to to revive its brand value by focussing on 1. taking less number of students 2. Only take meritorious students and 3. then charging high fees