Fashion Channel Market Segmentation

  • Fashion Channel

    Market Segmentation & Strategy: Broad-based marketing: The segment includes Fashionatas, Planners & Shoppers, and Situationalists, which primarily include women, 18 – 34 years old, who are moderately to highly engaged in fashion. Compared to 2007, the broad-based marketing segmentation generates $40 million more net income from $ 54.6 million to a staggering $94.9 million. Unlike the other 2 segments it doesn't require incremental investment in programming expense which will cost the

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  • The Fashion Channel

    Jeffrey Florence The Fashion Channel: Case Write-Up Decision to Be Made The management team for The Fashion Channel (TFC) must decide which customer segment(s) or ―cluster‖ they should target in their new marketing strategy and how they should position TFC to ultimately increase company revenue. When deciding their marketing strategy, TFC must consider how they can increase their share of the market (ratings) versus the increasingly competitive fashion programming on CNN and Lifetime, and

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  • The Fashion Channel

    emergency room) for patients who are heavily dependent of Medicaid services or uninsured. Medicaid Fee-For Service make up over 73% of the Hospital’s cash collection for inpatient services and accounts for 78% of the patient days (source: HANYS Market Expert), St. Barnabas Hospital serves 28% of the inpatient substance abuse patients in comparison to the rest of the Bronx County. Put into further context, the referenced Medicaid percentages equates to the hospital receiving $8.4 million annually

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  • Market Segmentation

    nt4.0 Market Analysis Summary There are various economic forces that affect apparel retailers. Consumer confidence is the most important; people don't shop when they are not feeling good. Unemployment also has an effect, in that fewer women out in the workforce means less disposable income for high-end quality clothing. Thus, the large discounters (Target, Sears and Wal*Mart) are now working with top designers to bring designer apparel to the masses. Although they can't compete on quality, their

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  • The Fashion Channel Case

    The Fashion Channel After reviewing firm and market data pertinent to the Fashion Channel, Dana Wheeler compiled four distinct market segments that the channel appealed to. These were fashionistas 15%, planners + shoppers 35%, situationalists 30%, and basics 20%. These are also listed in decreasing order of involvement in fashion. Currently the marketing strategy of TFC involved almost no segmentation and used the original plan that brought TFC much success by appealing to the largest and most

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  • Fashion Channel

    Fashion Channel Questions Please answer the following questions in no more than 3 pages single spaced or 6 pages double spaced using a 12pt font. Exhibits such as your excel results do not count against the page limit. Please note that the column “2007 base” in the excel spread sheet assumes you do not segment the market. It is critically important that you communicate your reasoning clearly. You MUST NOT talk about the case in depth with anyone else. 1. How would you interpret the consumer

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  • Fashion Channel

    Case Analysis Of “The Fashion Channel” Introduction and Problem Definition The Fashion Channel case illustrates the development of market segmentation options in implementing marketing strategies in a changing competitive environment, and demonstrates how quantitative analysis may be used to support a strategic marketing decision. The Fashion Channel (TFC) was a widely available niche cable network which only offers fashion-oriented programming. It was very successful until other regular networks

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  • The Fashion Channel

    Case: * Fashion Channel Read the Fashion Channel case and answer the questions below. Please note the following additional guidance: The discussion of alternatives indicates that for the first scenario, an investment in programming would be required but the case does not indicate how much that might cost.  You can either assume that this spending was flat or you can assume an increase. In either case, specify your assumption and base your findings on that assumption. Questions:

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  • Fashion Channel Case Hbr

    Case Report-1: The Fashion Channel 1) What is expected outcome of each of the targeting scenarios? (complete both the Ad Revenue and Financial calculators to fully understand the financial impact of the scenarios) Ad Revenue Calculator |   |   |   |   | |   | Current | 2007 Base | Scenario 1 | Scenario 2 | Scenario 3 | TV HH | 110.000.000 | 110.000.000 | 110.000.000 | 110.000.000 | 110.000.000 | Average Rating | 1,0% | 1,0% | 1,2% | 0,8% | 1,2% | Average Viewers (Thousand) | 1100

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  • Market Segmentation

    Segmentation, targeting and positioning are interrelated activities, which are important to achieving a successful marketing mix. Discuss these concepts in theory and give practical example of how they can be applied to one industry of your choice. Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs, and then be designed and implemented to target these specific customer segments, addressing needs or desires that

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  • Segmentation Fashion Channel

    of ad sales revenue Reflects increased spending of $15M Growing with inflation 3% Spreadsheet calculates automatically Spreadsheet calculates automatically Spreadsheet calculates automatically Copy of Segmentation Tool-1 (Exhibits 4, 5) HBSP Confidential Page 1 of 2 Fashion Channel (4) & (5) Exhibits Harvard Business School Publishing Brief Case 2075 Case Software Copyright © 2007 Harvard Business School Publishing. This case, though based on real events, is fictionalized, and any resemblance

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  • The Channel Fashion

    and market data if you were Dana Wheeler? 1. According to the data presented, The Fashion Channel (TFC) was the first TV channel to offer fashion TV shows, reaching 80 million viewers in the USA, initially giving the company an advantage as the original leader in the market. However, now the company is facing tough competition: “Fashion Today” on Lifetime and “Fashion Tonight” on CNN. At the moment this new competition arose, TFC did not have any plan for strategic segmentation or market positioning

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  • Fashion Channel

    Case 6 - The Fashion Channel 1. ISSUES Founded in 1996, TFC has been the only channel that is dedicated to fashion features 24 hours a day 7 days a week to a broad range of audience. This gave the channel a competitive edge marking it as the fashion leader channel in the market. However beginning 2006, the company noticed that other channel namely Lifetime and CNN were including fashion programs in their network and thus attracting audiences and advertisers. Advertisers had more choices to

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  • Market Segmentation

    ------------------------------------------------- Market Segmentation Market segmentation refers to the process of dividing your marketplace into different areas to help you use different strategies to reach different customers. For example, instead of trying to appeal to all of the people in a small town, a local restaurant might segment the marketplace by branding itself as a family-friendly eatery to attract larger numbers of adults with children. A key to segmenting a marketplace is to target

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  • Market Segmentation

    challenged to achieve market penetration, high growth rate or brand recognition. What we find however, is that in times of economic downturn or slowdown, organizations commonly will sacrifice this line item first with trimming or cut-backs. Many professionals have historically had a hard time seeing the alignment between marketing and continued profitability- viewing this discipline and its related practices as ‘discretionary’. The article ‘rediscovering market segmentation’ focuses on understanding

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  • Fashion Channel Marketing Segmentation

    The Fashion Channel Case Write Up Summary Beginning in the year 2006, the fashion channel has suffered from fierce competition from other channels, which are non-dedicated fashion networks. Both the viewership and the revenue increase were dropped down sharply. Actions need to be taken immediately to drive the company back on track. There were at least two impediments lying ahead, like the TFC did not know well in viewer’s interest, awareness, perceived value, it may cause the loss of the viewers

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  • The Fashion Channel: Case Write-Up

    Jeffrey Florence The Fashion Channel: Case Write-Up Decision to Be Made The management team for The Fashion Channel (TFC) must decide which customer segment(s) or ―cluster‖ they should target in their new marketing strategy and how they should position TFC to ultimately increase company revenue. When deciding their marketing strategy, TFC must consider how they can increase their share of the market (ratings) versus the increasingly competitive fashion programming on CNN and Lifetime, and if

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  • The Fashion Channel

    2075 JUNE 1, 2007 WENDY STAHL The Fashion Channel Introduction Dana Wheeler, senior vice president of marketing for The Fashion Channel (TFC), sat in her Chicago office and scrolled through the email messages in her inbox. Thankfully, none required an urgent reply. She toggled over to her calendar: no meetings for the rest of the day. Finally, she could focus her thoughts on reviewing her recommendations for TFC’s new segmentation and positioning strategy. Wheeler believed that she had prepared

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  • Market Segmentation

    would also be talking about my choosing products segmentations. Segmentation refers to a process of dividing a large unit into various small units which have more or less similar or related characteristics. Market segmentation is a marketing concept which divides the complete market set up into smaller subgroups involving consumers with a similar taste, demand and preference. One market segment is totally distinct from the other segment. A market segment contains of individuals who think on the

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  • The Fashion Channel

    Case study Analysis: The Fashion Channel Introduction: “The Fashion Channel” which is a successful cable TV network and which had been started by two entrepreneurs in 1996, with up to date and entertainment features and information broadcast 24×7 which was related to fashion only. The channel was actually dedicated to fashion only and its main audience were women of 35-54 age group. Earlier TFC’s tagline was “Fashion for Everyone” In 2006 TFC has earned the revenue of $310.6 Mn out of which their

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  • Fashion Channel Case Study

    Jagdeesh Narayanan Fashion Channel Case Study Submitted On: - November 27th 2013 Memorandum To: Jared Thomas, CEO, The Fashion Channel From: Dana Wheeler, Vice-President Marketing Subject – Proposed recommendations for marketing and advertising plans Date: - November 27th 2013 This memo contains the analysis, recommendations and justifications to help The Fashion Channel to select the appropriate segment for targeting. Recommendation:- The Fashion channel should formulate their new marketing

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  • Case Analysis of “the Fashion Channel”

    Definition The Fashion Channel (TFC) was a widely available niche cable network which only offers fashion-oriented programming. It was very successful until other regular networks began to copy its concept and take market share of it, which as a result, had a severe negative effect on TFC’s advertising revenue and affiliate fees. The problem is how to develop the segmentation and positioning, change the current content of programming, and reach the target customers, so as to get back those market shares

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  • The Fashion Channel

    WENDY STAHL The Fashion Channel Introduction Dana Wheeler, senior vice president of marketing for The Fashion Channel (TFC), sat in her Chicago office and scrolled through the email messages in her inbox. Thankfully, none required an urgent reply. She toggled over to her calendar: no meetings for the rest of the day. Finally, she could focus her thoughts on reviewing her recommendations for TFC’s new segmentation and positioning strategy. Wheeler believed that she had prepared a solid analysis;

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  • Market Segmentation

    MARKET SEGMENTATION, TARGETING AND POSITIONING MARKET SEGMENTATION INTRODUCTION: - The market for any product is normally made up of several segments. A ‘market’ after all is the aggregate of consumers of a given product. And, consumer (the end user), who makes a market, are of varying characteristics user and buying behavior. There are different factors contributing for varying mind set of consumers. It is thus natural that many differing segments occur within a market. In order to capture this

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  • Market Segmentation

    common needs and will respond similarly to a marketing action. Market segmentation enables companies to target different categories of consumers who perceive the full value of certain products and services differently from one another. Generally three criteria can be used to identify different market segments: 1) Homogeneity (common needs within segment) 2) Distinction (unique from other groups) 3) Reaction (similar response to market) Marketing can be looked at as an organizational function and

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  • The Fashion Channel Case Analysis

    Analysis The Fashion Channel is a network dedicated to fashion twenty-four hours a day, seven days a week. Since it was founded in 1996, it has successfully achieved profit growth above the industry average rate and steady revenue. TFC reaches more than 80 million households in the United States, and targets a wide variety of demographics, specifically, viewers between the ages of 35 and 54. Impressed by The Fashion Channels’ success, other markets such as CNN and Lifetime started adding fashion related

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  • Fashion Channel

    Description The Fashion Channel (TFC) was a widely available cable niche network, reaching 80 million U.S. households. It offers only fashion-oriented programming 24 hours per day, 7 days per week. TFC didn’t have any detailed segmentation and positioning strategy. It attempted to appeal to as broad a group as possible in order to have the highest ratings. It was very successful until other regular network, such as CNN and Lifetime began to emulate its concept and take market share of it. This

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  • The Fashion Channel

    THE FASHION CHANNEL CASE STUDY: In reference to the case study, Dana Wheeler can invest in one of the following 3 scenarios to generate better output for ‘The Fashion Channel’ (TFC): Scenario1: Broad appeal to a cross segment of Fashionistas, Planner & Shoppers and Situationalists Advantages: Investing in marketing and advertisement campaign for new target segment, will lead to increase in the rating from 1.0 to 1.2 and also increase in average viewers. Disadvantages: Since there

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  • Fashion Channel Case

    Fashion Channel Case Study MKT 247 Pengxi Lv 10/26/2014 1.SWOT analysis: Strengths: 1. Fashion channel is the only network dedicated solely to fashion, with up-to-date and entertaining features and information broadcast 24 hours per day, 7 days per week. 2. Fashion channel also is one of the most widely available niche networks, reaching almost 80 million U.S. households that subscribed to cable and satellite television. 3. Fashion channel has a large loyal audience base with average

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  • The Fashion Channel

    Fashion Channel: new SEGMENTATION & POSITIONING strategy Which scenario should be chosen? Why? Players Dana Wheeler – vice president of marketing department CEO Jared Thomas Norm Frazier – vise president of advertising sales Company | How they make money | Concept “FASHION for EVERYONE”TV network dedicated solely to fashion with up-to-date and entertainment features;Information broadcast 24 hours per day, 7 days per weekFounded in 1996Forecast revenue for 2006 - $ 310.6 mil;Reached

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  • Fashion Channel

    brand of chocolates that’s been successful in putting its name up in the Swiss market. Recently it has been attempting to enter the USA chocolate market. To achieve this objective, its partnership with Apollo Food’s operation section CFG (Consumer Food Groups) to fit the results of this European mark in the US advertise. Having a $17.64 billion in total revenue reported in the US Chocolate segment of the confectionary market, the idea of Montreaux to introduce dark healthy chocolate candy sounds like

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  • The Fashion Channel

    Harvard case 3 The Fashion Channel Tim Cornish 21337523 Harvard case 3 The Fashion Channel Tim Cornish 21337523 The University of Western Australia MKTG5561 The University of Western Australia MKTG5561 Harvard Case 3 The Fashion Channel It is clear Dana Wheeler must take action otherwise The Fashion Channel (TFC) risks losing a large portion of the market share to competitors. The two main competitors being Lifetime and CNN. Currently TFC is mass marketing, which in the past

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  • Fashion Channel Case Study

    SITUATION ANALYSIS Market Analysis: Fashion-based programming was a growing market as television viewers thirsted for constant updates on constantly changing fashion trends. The Fashion Channel (TFC), created in 1996, was the first channel with the sole purpose of bringing 24/7 fashion information and updates to viewers. There are four main segments of consumers in the fashion-programming market: fashionistas, planners and shoppers, situationalists, and basics. Fashionistas have been very

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  • The Fashion Channel

    Case Activity: The Fashion Channel 1) What does Wheeler imply by “Deliver quality audiences, as demanded by advertisers” (p. 5)? Why is this important to TFC? ‘Deliver quality audiences, as demanded by advertisers’ means increasing viewership (rating). Moreover, increasing the audience quality, attracting more audiences who have the ability and possibility to buy the product advertised in TFC. From the Exhibit 5 we can see, FTC sales revenue comes from two sources, ad sales and affiliate fees

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  • Market Segmentation of a New Product

    We are the Brand managers of a consumer product in a domestic company. The top management asked us to choose a product to segment the market and we choose men soap. The description of the product is given below. Product: Men Soap Brand Name: Deluxe Product Features: • It's Deep cleansing formula that rinses off easily. • With 1/4th moisturizing cream, clinically proven to fight skin dryness. • It's Total skin comfort. • Feel better than regular soap. • Keep the

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  • The Fashion Channel Case Study

    Case Study Analysis – The Fashion Channel | Group Number 10Somya Goyal DM16147Anmol Caul DM16109Ravi Agarwal DM16135Vidhit Bhatia DM16159Shorya Umang Jain DM16143Mitali Malpani DM16125 | Case Study Analysis – The Fashion Channel | Group Number 10Somya Goyal DM16147Anmol Caul DM16109Ravi Agarwal DM16135Vidhit

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  • Market Segmentation

    MARKET SEGMENTATION OF DELL COMPUTERS Introduction Dell is one of the world's largest computer systems companies, which is highly distinguished by its direct channel marketing policy. Furthermore it is globally known for building personal computers, enterprise products like servers as well as storages and IT solutions which are customized per order to match the customer's needs. These services are mainly low cost with good quality and are ones that can be considered good value for money. It is

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  • Market Segmentation

    Geographic Segmentation Given the fact that people living in urban areas demand more of high-tech product as compared to people in suburban area, geographically our product is more desirable in urban area than suburban area. In addition, the income level and population are both higher in urban area. Demographic Segmentation We could use multivariate demographic segmentation, which is to combine the age and education variables to segment their market for our product. Our target market could

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  • Fashion Channel

    1. How would you interpret the consumer and market data if you were Dana Wheeler? Dana Wheeler, the senior vice president for the Fashion Channel (TFC), faces the marketing challenges. She was chosen to develop the new strategy and identify customer needs that TFC wants to target. TFC is a very stable company in growth and revenue; it focuses specifically on fashion and has a few competitors such as CNN and Lifetime, which are threatening the market share. 2. What is the expected outcome

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  • Market Segmentation

    Market Segmentation Market segmentation is the fundamental component of a market-based strategy. Market segmentation refers to a process researchers or managers utilize to identify groups, participants or consumers with similar needs or characteristics. Identifying market segments is critical to the successful development of management strategies based on marketing mix components (i.e., product, distribution, price, and promotion)(Kyle, 2002). By categorizing markets into sub sectors, targeting

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  • The Fashion Channel

    The Fashion Channel - Preparation for Class Discussion As preparation for discussing this case in class, students should be ready to respond to the following: 1. How would you interpret the consumer and market data if you were Dana Wheeler? 2. What is the expected outcome of each of the targeting scenarios? (Complete both the Ad Revenue and Financial calculators to fully understand the financial impact of the scenarios.) 3. Develop a factual analysis of the segmentation options

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  • Market Segmentation

    Market segmentation is a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs. Marketing segmentation has dividing a market into smaller group distinct needs, characteristic or behavior those might require separate products or marketing mixes. The purpose of market segmentation is to increase marketing efficiency by focusing marketing efforts to a particular group, maximize scarce marketing resources, find a market with limited competition

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  • Market Segmentation

    Complete a minimum 800 word paper analyzing today’s segmentation strategy for the Colgate-Palmolive toothbrush and toothpaste market. 2. Use the Precision toothbrush case study as both an example of a target market analysis and a good starting point for your Colgate-Palmolive toothbrush and toothpaste market evaluation. 3. The analysis should include: a. Evaluation of current geographic, psychographic, demographic and behavioral segmentation variables. b. Evaluation of current cultural, social

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  • Market Segmentation

    Market Segmentation To reach different markets or to promote your products to different locations or people one has to use a method called market segmentation. "Market segmentation describes the division of a market into homogenous groups which will respond differently to promotions, communications, advertising and other marketing mix variable" (Cumming). Market segmentation is extremely important for companies around the world. If a company doesn't research the area in which they are going

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  • Fashion Channel Case Study

    1. Latar Belakang Perusahaan The Fashion Channel (TFC) adalah satu-satunya jaringan televisi yang hanya menayangkan program fashion selama 24 jam setiap harinya. TFC juga merupakan salah satu dari stasiun TV dengan jangkauan yang luas, hampir 80 juta rumah yang berlangganan TV kabel dan satelit. Pada awalnya strategi pemasaran TFC adalah untuk merebut pasar seluas-luasnya, tanpa segmen khusus, dengan tujuan merebut pemirsa sebanyak-banyaknya. 2. Latar Belakang Masalah Pada awal 2006, TFC

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  • The Fashion Channel Analysis

    The Fashion Channel Analysis I. INTRODUCTION TFC adalah stasiun jaringan TV kabel yang sukses. Itu tidak lama sebelum jaringan TFC menyadari bahwa jaringan lain mencatat keberhasilan dan mulai menambahkan program fashion juga (seperti CNN dan Lifetime). The Fashion Channel merasa perlu untuk meningkatkan segmentasi, positioning dan iklan untuk mempertahankan eksistensi mereka saat ini. Dana Wheeler dipekerjakan untuk memanfaatkan kekuatan mereka sehingga diharapkan dapat mendapatkan

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  • The Fashion Channel

    What would you recommend to The Fashion Channel?  The Fashion Channel has enjoyed great success with programming targeting everyone from the Fashionista who lives for high fashion, to the busy mom in search of the best deals with which to dress her family, to the bachelor who just needs something to wear. However, competition from other networks including CNN and Lifetime dictates that The Fashion Channel consider segmenting their viewers and determine which markets would be both the most profitable

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  • Case Study Analysis: the Fashion Channel

    Case Study Analysis: The Fashion Channel Introduction: “The Fashion Channel” which is a successful cable TV network and which had been started by two entrepreneurs in 1996, with up to date and entertainment features and information broadcast 24×7 which was related to fashion only. The channel was actually dedicated to fashion only and its main audience were women of 35-54 age group. Earlier TFC’s tagline was “Fashion for Everyone” In 2006 TFC has earned the revenue of $310.6 Mn out of which

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  • Market Segmentation

    Printed in Great Britain 0160-7383/$30.00 doi:10.1016/j.annals.2004.05.001 MARKET SEGMENTATION A Neural Network Application Jonathan Z. Bloom University of Stellenbosch, South Africa Abstract: The objective of the research is to consider a self-organizing neural network for segmenting the international tourist market to Cape Town, South Africa. A backpropagation neural network is used to complement the segmentation by generating additional knowledge based on input–output relationship and sensitivity

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  • Market Segmentation

    SEGMENTATION, TARGETING & POSITIONING SHUBHAM JOSHI ROLL No. 60 MBA 1st SEMESTER Markets are not homogeneous. A company cannot connect with all customers in large, broad, or diverse markets. Consumers vary on many dimensions and often can be grouped according to one or more characteristics. A company needs to identify which market segments it can serve effectively. Such decisions require a keen understanding of consumer behavior and careful strategic thinking. LEVELS OF MARKET SEGMENTATION

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