The Fashion Channel

FSC – I

Marketing 1

The synopsis Presentation on

“The Fashion Channel”

Group 3:

• Ankita Shreeram

• Dhanashree Mehta

• Niyati Gandhi

• Sanchit shau

• Ushma Mehta

Fashion Channel- Synopsis

Major Issues:

1. TFC losing its market share after the entry of competition in its segment(CNN, Lifetime)

2. Decline in the viewership percentage

3. No clear branding and positioning strategy

4. No detailed demographic data of the viewers

5. Greater awareness among advertisers / clients regarding Ad placements

6. Threat of falling into the category of unpopular channels

7. Low on brand awareness, perceived value and interest viewing.

Analysis for resolving the issues:

Scenario 1- Broad appeal

In this scenario the audience mix remains the same, we boost ratings through a major marketing and advertising campaign, but the CPM drops 10% from $2.00 to $1.80.

The clear benefit to this strategy is a larger audience. The downside is no clear advantage in terms of sustainable audience growth. Fully 50% of t his broader audience is either disengaged altogether or shopping for specific needs.

While marketing and advertising campaign may encourage these audiences to tune in, they are not apt to remain steady viewers.

Scenario 2 –Fashionistas

This strategy would focus on a smaller portion of the audience, but one that is very valuable to advertisers. While we would be able to charge higher CPM and increase total revenue, the audience would shrink. We might also risk affiliate support with programming changes that impact customer satisfaction negatively.

Scenario 3 – Fashionistas and Shoppers/Planners

This option allows us to target two key audience segments which are present 50% of the total viewership. We are projecting that this strategy will drive ratings up to a 1.2 share over time. Both segments- fashionistas and planners/ shoppers- deliver the young female audience ( women 18-34) many of the...