Fashion Channel

The Fashion Channel is an unique leading cable TV network specialized in only fashion programming with broadcasting 24 hours a day and 7 days per week.The channel has a steady uprising revenue background and profitable high growth above the its' industry average from the establishment in 1996 by two men who has an entrepreneurial spirit. TFC(The Fashion Channel) has a huge revenue amount of 310.6 million in 2006 with 80 million household viewer who has subscribed to their network in cable or satellite TV groups.TFC viewers are mostly woman who have age between 35 and 54 and TFC has a motto of "Fashion for Everyone" to reach every cable or satellite TV viewer by mass marketing concept.And TFC has a highly low fee for per cable network customer correlating with other networks as $ 1.00 to penetrate whole market.TFC has an huge advertising income and share approximately $ 230.6 million in 20 billion advertising market.

Lucrative income of TFC has appealed new entrants to fashion TV market.Especially Lifetime and CNN has a copycat idea of TFC for fashion programming in defined day and week hours of block in their line-up.The new entrants didn't see any barrier to enter fashion programming market and they easily target young people to catch premium CPM.

TFC Founder and CEO Jared Thomas decided to organize new modern brand and marketing strategy in this fierce competition, thus he hired Dana Wheeler (as a VP of marketing) who has the great experience on marketing and advertisement issues.And Wheeler found herself in a struggling position where she must define a new marketing strategy with reviewing past consumer and the market data upto day.And past strategy to attract every TV viewer must be changed to target the right viewers and give an sweetful mix of customers to advertising companies.At the end she believes to increase CPM, Revenues and Profits with different segmentation strategy choices.With this choices, she wants to create a real value for viewers and rising brand loyalty to outsmart competitors and to lever the barriers to new entrants.

To make the right segmentation strategy she investigated some succesfull market research like national consumer field study by GFE.And this research seperates viewers to four spesific groups as: Fashionistas, Planners&Shoppers, Situationalists and Basics.These group diversity effect directions of strategy to enhance CPM, viewing ratings while differentiating the most valuable viewers for a competitive advantage and brand loyalty and this strategy can be done with advertising through the internet or classic PR and Promotion activities based on positioning.According to Dana Wheeler, TFC can implement one of the three segmentation scenarios or choices depending on the research analysis with negative or positive outcomes.

2006 Actual and 2007 Base years must be taken into evaluation to define the creditability of modern