Fashion Channel Case Hbr Essay

4) Based on your positioning strategy, what brand name and marketing budget allocations would you advise?

Also the CPM will increase to $2,5 because of a dual targeting. In addition to this the average Rating will increase from 1% to 1.2%. Cons: To ensure that there were selections aimed at both segments; Wheeler needs to spend $20,000,000 more on programming. Because of the determination only on this two segments it can be that the number of the loyal viewers of TCF will decrease. Exercise 3: If you were Dana Wheeler, what would you recommend and why? If I was Dana Wheeler I would recommend TCF that they should adopt Scenario 3. However, Scenario 3 has a few disadvantages. For example the possibility to lose some loyal viewers and furthermore TCF has to spend $20,000,000 more on programming which means investing a lot of money for them. But in my opinion, in Scenario 3, the benefits exceed the disadvantages. On the one hand through this Scenario the Net Income will increase more than $100,000,000. In addition to that the CPM will increase to $2,5 and the average Rating will increase from 1% to 1.2%. On the other hand 50% of all US Television Households consist of Fashionistas and Planners/Shoppers. In these two markets the 18-34 year old female audience represents 50% and 25% of the cluster respectively. TCF should therefore increase the advertising revenue. The Scenario 3 is better than the Scenario 2 because Scenario 2 only focuses on the Fashionistas

Corporate values are ‘the operating philosophies or principles that guide an internal conduct of the organization and its association with its clients, partners and shareholders’. It is also a fundamental and long-lasting belief that specific mode of conduction highly valued by the organization’s membership’ according to IBM corporate responsibility report (2002, What is the value of company).

3. Repeat the Question 2 analysis, but now assume that the new marketing program is implemented.

λ TFC has to develop a unique strategy and differentiate its products to prevent copies.

With our main objective in mind, we have proposed an Integrated Marketing Campaign that is geared towards our target market of young adults. By choosing alternate forms of media that appeal more to our younger target market, we can place Macy’s in these customers’ evoked set. For example, we plan to use media outlets such as social media websites, television, magazines

Total Sales Dollars (for covering each incremental dollar of advertising) = $200,000 / $150,000 = $1.33

The aim of this paper is to provide an insight into Hollister Co.’s marketing communications and assess whether it successfully targets my demographic of young, male recent college graduates. The paper will first introduce Hollister and provide a brief company history as well as outlining the challenges in reaching out to consumers such as myself who differ from the brand’s intended targets. It will then segue to discussing Hollister’s position within the market and any outlying challenges the brand has navigated through.

One other goal is to increase consumer traffic on media. On the website, design towards both women and men. Include male models on the homepage which then can lead them to the men’s department. On social media, use advertisements for specifically men that can include their cologne and other products. Make sure it’s accessible on mobile devices by the use of applications. Give promotions by customers being interactive. Customers can be talking about the product or giving feedback and customers can be on a rewards system by giving a discount on their next purchase.

With which of the international competitors listed in the case is it most interesting to compare Inditex’s financial results? What do comparisons indicate about Inditex’s relative operating economics? Its relative capital efficiency?

Basics: not intersted in fashion with being 20% of all viewers and 45% being female.

Relying purely on socio-economic and demographic data only provides a partial glimpse into the needs, preferences and wants of a given target market. Psychographic-based segmentation research is often used for determining how potential customers' self-assignment to groups, unique interests and preferences for retail products and services influence and often predict their purchasing behavior and long-term loyalty (Bearden, Teel, Durand, 1978). Psychographics is the study of how customers assign

b. They can continue to learn more through research about new markets and move into different countries.

The Fashion Channel (TFC), founded in 1996, is a successful cable TV network dedicated to all things fashion. Although quite young compared to other TV networks, TFC has experienced steady growth and in 2006 forecasted its revenue at $310.6 million. TFC operates primarily as a niche network, focused solely on fashion and fashion related programming, but still manages to reach almost 80 million US households that subscribe to cable and satellite television. To date TFC has been able to experience growth in spite of having no clear segmentation, branding, or positioning strategy. Dana Wheeler, a recent hire as TFC’s Senior VP of marketing, was tasked to fix this.

Improved Advertising: The Fashion Channel (TFC) should concentrate more on improving its advertising strategy. This would be more beneficial for TFC, if it focus on targeting the viewers of certain age groups. For example, the advertisers are ready to pay premium CPM for the target group of 18-34. Focusing of such groups, TFC can substantially grow its advertising revenues (Stahl, 2007).