Total fashion channel

2. TFC
 TFC-founded by two
enterpereneurs
 Dana wheeler-Senior VP of
marketing for TFC
 Aim:-Recommendations for TFC’s
new segmentation and positioning
strategy
 Personal motive-to gain support of
her colleagues

3.  TFC had experienced constant revenue and profit
growth above industry average
 Revenue in 2006-$310.6 million
 80 million households(b/n 35 and 54 yrs)

4. Threats Opportunity
 CNN and Lifetime due
to their strong
programming concept
 Their ratings were
high
 Lifetime was targeting
a lot of Younger
Demographics
 CNN was trying to
deliver great numbers
on men
 Ad companies are
interested in ratings
and buying
demographics
 By increase its ratings
in highly valued
demographic groups,
TFC Ad sales team
could achieve CPM
pricing increase from
25% to 75%
 By attracting a large
number of highly
valued viewers, the
network had the
opportunity to
substantially grow its
advertising revenues

5. Main Focus
 Wheeler realised that two key levers to drive
revenue growth could be-
1)Increased viewership(ratings),and
2)Increased advertising pricing
Segments-
Fashionistas
Planners and shoppers
Situationalists
Basics

6. Target Strategy
 It should target
- Fashionistas and shoppers/planners(net income of
39%)-Females mainly(61% viewers)-Exhibit3
- Fashionistas only(net income of 37%)-Females
mainly(53% viewers)-Exhibit3
 As these both segments are highly engaged in fashion
and participate in fashion on regular basis,
 Most of the females watch TV
 TFC can target fashion programming every Monday-
Friday between 8-11 pm and sat-sun between 10-11
pm especially to bring back its viewers which has
been taken by competitors
-

7. Contd..
 Fashion shows tailored to party needs
 If they want to target basics segment, they also
need to show some other programs apart from
fashion as these people aren’t much interested in
fashion programs. So,to get these customers
hooked to TFC, it also need to show different
types of shows

8. Positioning
 TFC needs to be more focussed in its approach
which its competitors is doing.
 It lacked in acquiring
-Detailed information about viewers
-No attempt to market to any viewer segments
 It need not do away with its overall
positioning”Fashion for everyone”as new
positioning does takes time to build up and also
involves a lot of money
 Moreover,TFC was well known among people as
it was old brand.So,it need not reposition itself

9. Recommendations
 TFC can come up with programs like programs
through which it can also advise its viewers about
some stores from where they can consider buying
products - 59% people shop around to find best
value on clothes(Exhibit2-14)
 They can also come up with some contests or
sports activities (55% -17th point)

10. Question and Answers
Lesson IMT can draw is-
IMT has increased its student base same like TFC
-it has focussed on multi segment
-it should try to to revive its brand value by
focussing on
1. taking less number of students
2. Only take meritorious students and
3. then charging high fees