Fashion Channel

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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
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Let’s analyze Segmentation Scenarios of Dana Wheeler:
In Scenario 1: Dana Wheeler targeted the women between the ages of 18 and 34 years old in a cross segment of Fashionistas, Planners&Shoppers and Situationalists.
Pros: This scenario will offer lowest expenses in all among scenarios.It will focus on highly valued large audience of women.This strategy will increase the brand awareness and viewing rate with boosting % 20.It means mean of rating will increase to % 1.2 from % 1.0 .And it will satisfy the current demographics of viewers.Network affiliate fees will be remain same as being at 2007 base and this scenario may have an more attractive

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