Segmentation Tool

In: Business and Management

Submitted By Johnharris383
Words 325
Pages 2
Another analysis of the case

The Fashion Channel
• TFC – Solely dedicated to fashion, has experienced constant revenue and profit
• One of the most available “niche” networks – What does the term niche here stand for?
• Most of TFC’s viewers are aged between 35-54 where as its competitor Lifetime: Fashion today targets the 18-34 yrs old.
• TFC should concentrate on the latter age group which is also the more fashion conscious and the highest earning age group.
• Should follow its principle of “Fashion for everyone”, make programs that appeal to all age groups.
• Other channels had fashion programmes slotted at only specific times and hence had a larger audience in terms of demographics. TFC should do a study to understand what would interest these non viewers.
• Advertisers paid a premium CPM to reach the age group 18 to 34, which has the highest disposable income and also TFC could benefit in terms of ad revenues.
• Like ‘Lifetime’ TFC should also look at targeting the younger female demographics.
• TFC was only focused on the women viewers unlike CNN.
• Research (exhibit 2) shows that most people do not depend on TV to decided their choice of clothes. TFC should also make programs on such casual/occasional clothing along with designer wear.
• (exhibit 3) As per an attitudinal cluster analysis 35% comprised Planners & Shoppers who kept themselves up to date with the latest fashion,30% were situationalists who shopped for specific needs/occasionally and 15% were fashionistas who were highly engaged in fashion. One common factor was the age group i.e. 18 to 34.
• Hence it is evident that this age group comprises the maximum demographic mix and thus concentrating on this age group would cover all types of clusters as well as ensure increasesrevenue from advertisers as this was their main TG.
Conclusion- Concentrate on 18 -34 age group. However…...

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