The Fashion Channel Marketing Case Paper

The vogue conduct is facing new competition from early(a) networks and has no specific customer incision to target. Dana Wheeler and Her staff regard to find a specific customer segment that provides them with the greatest come-at-able profits through increased advertising pricing. SOLUTION The Fashion Channel should target the Factionists. This is the 18-34 year old female demographic. RATIONALE TFH had many surveys through in their marketing department, which showed different statistical data.Wheeler thinks that the focus at her besotted should be, targeted at women, particularly the premium 18-to-34 year old demographic. The 18-34 female demographic Factionists segment was supported by the data that was gathered, as it was very sympathetic to advertisers that are trying to get their products to this age group. As the case states, Advertisers would salary a premium CPM to reach a group of women aged 18-34. using this young segment, there is a great opportunity to grow th e revenue of TFH through advertisement gross revenue.The advertisers, as shown y the statistics, are not interest in the older viewers, which is what the channels current niche is. Women between 35 and 54 years were its most avid viewers. This is something that TFH would like to adjudge if possible, but the marketing department must begin to target the younger, to a greater extent desired, segment. Wheeler looked at the statistical information for several different segmentations and reason out that the factionists segment was such(prenominal) more appealing for advertisement sales. Ad sales had given her a projection of a $3. 0 CPM for an audience stronger in the younger, female oriented Factionists segment. TFH could also see large 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 choice for Wheeler and TFH would be the factionists segment because of the profits that would come from targeting them. Since 50% of this demographic are females between the ages of 18 and 34, companies who advertise would be willing to ay a premium for ad pose on their channel.With this new target segment, Wheeler expects the ratings to boost from 1. 0 to 1. 1 . This is the equivalent of 100,000 more users, which would all be valuable 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 bring in large amounts of profits if Wheeler and her staff decided to target the factionists The Fashion Channel Marketing Case Paper By Kevin-Cob