The Fashion Channel Marketing Case Paper

The port epithelial duct is set about new competition from other networks and has no specific customer segment to target area. Dana cyclist and Her staff want to find a specific customer segment that provides them with the superlative possible profits through change magnitude advertising pricing. SOLUTION The Fashion Channel should target the Factionists. This is the 18-34 year old pistillate demographic. RATIONALE TFH had many surveys done in their marketing department, which showed different statistical data.cyclist thinks that the focalization at her firm should be, targeted at women, peculiarly the premium 18-to-34 year old demographic. The 18-34 distaff demographic Factionists segment was supported by the data that was ga on that pointd, as it was very kindly to advertisers that are trying to get their products to this progress separate. As the case states, Advertisers would pay a premium CPM to reach a group of women aged 18-34. Using this young segment, there is a great opportunity to get under ones skin the revenue of TFH through advertisement sales.The advertisers, as shown y the statistics, are not interest in the older viewing audience, which is what the channels catamenia niche is. Women between 35 and 54 years were its most avid viewers. This is something that TFH would like to keep if possible, but the marketing department must begin to target the younger, more than desired, segment. cyclist looked at the statistical information for several different segmentations and reason that the factionists segment was much more benevolent for advertisement sales. Ad sales had habituated her a projection of a $3. 0 CPM for an audience stronger in the younger, female lie Factionists segment. TFH could also see galactic increases in in Ad Sales, 25% to 75%, if they were to target the Factionists segment. These key viewers will boost the revenues of the company greatly as they are much more desired customers for advertisers. The best choic e for cyclist and TFH would be the factionists segment because of the profits that would seeded player from targeting them. Since 50% of this demographic are females between the ages of 18 and 34, companies who advertise would be volition to ay a premium for ad quadriceps on their channel.With this new target segment, Wheeler expects the ratings to boost from 1. 0 to 1. 1 . This is the kindred of 100,000 more users, which would all be expensive factionists. Techs customers are brought in by the ratings of their channel, so this makes these extra 100,000 views very valuable. TFH has the potential to generate in large amounts of profits if Wheeler and her staff decided to target the factionists The Fashion Channel Marketing Case physical composition By Kevin-Cob