The Fashion Channel
The Fashion Channel( TFC) is a niche marketing channel. Their target market consists of women between the ages 35-54. Since the competition increased and more and more channels focused on fashion related programs, the fashion channel had to rethink its segmentation and positioning. Their brand vision is to be the market leader and for this they required a new marketing strategy in order to retain their market position. For the channel industry, networks were increasingly evaluated on their ability to deliver specific target groups. The advertisers demanded ' delivering quality audiences '.
The Fashion Channel did not have any segmentation strategy initially. It had been a network for several years and had been buoyed by the growth that was achieved with the ' something-for-everyone ' strategy. As the new competition was attracting key viewers segments they had to come up with their distinctive capability. There was a need for marketing initiatives to improve the following: � Consumer Interest � Awareness � Perceived value
Advertising is the main source of revenue for the television channel industry. Stakeholders include, viewers, advertisers, distributors( cable operators). Their major competitors are Lifetime as they were attracting younger females and CNN which was delivering great number on men. TFC was facing additional competitive challenges to attract cable affiliates. TFC evaluated three scenarios in order to choose the right segment.