Fashion Channel Case - 1650 Words

Fashion Channel Case (Essay Sample) Content: The Fashion Channel Case Name Professor Institution Course Date The Fashion Channel Case In the Fashion Channel Case, Dana Wheeler, the marketing vice president of the Fashion Channel bears ultimate struggle as she seeks to find a new strategy of marketing, that she would recommend to the prime executives of the company. This was all in a move to counter the primarily growing threat of competitors, who were making grand entrances to the channels line of operation. With strong faith and belief in her proposed strategic marketing strategies, Wheeler goes ahead to present to the company her solid analysis. The Fashion Channel, commonly known by its initials TFC, was successful cable TV network, that through time, continued to solely base, and dedicate its broadcasting to fashion, as well as other related entertaining features, twenty-four hours a day. The channel continued to flourish, being one of the most widely available networks o n air, and within transmission in the U.S. Statistics reveal that, about eighty million households in the U.S, had subscribed cable television, that had the Fashion Channel in range fo viewing (Delagarde, 2011). It was clear to Wheeler that, TFC had grown impressively, though quickly, and maintained that the trend ought to be kept up. It however proved astounding that, this growth did not entail strategies involving branding, detailed segmentation or any positioning strategies whatsoever, yet the growth and development was clear. Viewers however, were provided with meaningful and appropriate substitute channels for view. The same case applied to advertisers, who gained handsomely from the T.V sector and particular programmes in general. This new dynamics of competition had prompted the administration of the company behind the channels success, to rethink and get back to the drawing board, on what strategies would facilitate prevalence of the company, against it competitors. It was t ime for the channel to secure its position as the leader in the market. This was only possible, through the building of modern brand strategies (Delagarde, 2011). Wheeler only saw it fair to cease the opportunity, and make the most out of it, for the benefit of the firm. As she had vast experience in marketing, as well as a strong background in the advertising industry, it was only substantial that she would draw these skills and strengths, to aid TFC in fostering the priory created momentum and overwhelm any competitors involved. Wheeler ought too, to acknowledge the motive of the higher management of the company, to increase its investment in advertising (Delagarde, 2011). With regard to the company’s goals and objectives, Wheeler came up with a marketing approach in form of three scenarios, each of which had its pros and cons. The most effective and efficient strategy, is elaborated by the first case scenario. Seemingly, it portrayed the best approach towards accomplishing the set objectives by the company TFC (Delagarde, 2011). The approach was contrary to Fashion for everyone, the previously adapted marketing strategy, which had proved effective though faced the likelihood of gradually losing its sustainability due to the increase of rivalry amongst the Fashion Channels competitors. Wheelers approach entailed making use of medium expenses in course of marketing and advertising, while at the same time, leading to yields of larger net income and the margin percentages as well. Wheeler sought the scenario to present a relatively simple transition, in matters concerned with the marketing efforts for TFC. The Fashion Channel, aimed at generating an approximate two hundred and thirty million dollars from advertising, in the year 2006. The advertising model that would see to the accomplishment of this was built on attracting viewers of both genders, male and female on a basis measured by ratings. A rating of 8.0 would award TFC the privilege of being th e views choice, and as a result would move the channel one-step ahead, in realizing its goals (Delagarde, 2011). With the embracement of these procedures, TFC increased its efficiency in marketing and advertising efforts. Wheeler capitalizes on targeting specific groups, adding the issue of positioning to their marketing mix. This particular positioning procedures gave individuals drawn in marketing efforts, a shared or rather, a common direction and thus, deepened the connection between the company, TFC, and the consumer (Delagarde, 2011). With the realization of whom the company targets, the company would move to air programmes that created value for the viewer, and one that built loyalty of brand so as to ...