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1. The Fashion Channel
ПОЛЕЖАЕВА ЛЕРА
НОВОЖИЛОВА ЛЕНА
СУЛЕМЕНЕВА ОЛЯ
ТИУНОВА НАСТЯ
ЖУКОВА ОЛЯ
ГАЛЕЕВА АЛЛА
М-12-2
case

2. Единственный канал, посвященный моде
Премии от кабельного (80 млн.$)
Реклама(230.6 млн. $)
Рынок- 80млн. семей
Стратегия массового маркетинга
Зрители- женщины 35-54 лет
Конкуренты : Lifetime и CNN
THE FASHION CHANNEL

3. проанализировать возможные пути развития
пересмотреть маркетинговую стратегию
Укрепить конкурентные позиции
Привлечь рекламодателей
Dana Wheeler senior vice president of marketing for TFC

4. УСЛОВИЯ
Повышение цены за рекламу возможно при работе с аудиторией от 18-34
важен детальный анализ возможных путей развития канала
Рекламодатели ориентируются на рейтинги каналов
Необходимо учесть действия каналов-конкурентов

5. Lifetime Fashion Today
Профиль:новости моды
Возраст:18-34(43%) и 35-54(42%)
63% девушки
Рейтинг : 3.0

6. CNN Fashion Tonight
Профиль: новости моды и знаменитости
Сориентированы на возраст 35-54(40%)
Рейтинг: 4.0(самый высокий)
45% мужчин

7. сценарий 1: BROAD APPEAL
Самый большой сегмент Затраты на программу отсутствуют Приносит на $40млн. больше TR Увеличение рейтингов на 0,2%
Риск конкуренции
Риск снижения доходов
Женщины 18-34 лет в каждом сегменте
CPM TFC упадет до $1,8 (снизится на 10%)

8. сценарий 2: FASHIONISTAS CPM TFC вырастет до $1,5 Приносит на $100млн. больше TR Увеличение рейтингов на 0,2% Помогает в конкуренции с Lifetime
Самый маленький и специфичный сегмент
Огромные затраты в $15млн.
Возможное падение рейтинга TFC
Нацелен только на модниц

9. сценарий 3: FASHIONISTAS AND SHOPPERS привлечение новых телезрителей увеличение прибыли от рекламы высокий TV рейтинг
затраты 20 миллионов $, при негативном исходе приведут TFC к катастрофе
Потеря лояльности своих телезрителей
Двойной подход

10. РЕШЕНИЕ :СЦЕНАРИЙ №3
MARGIN : 39%
ПРЕИМУЩЕСТВА ПРЕВЫШАЮТ РИСКИ
МОДНИЦЫ И ПОКУПАТЕЛИ СОСТАВЛЯЮТ 50% ВСЕХ ЗРИТЕЛЕЙ
ЖЕНЩИНЫ 18-34 ЛЕТ СОСТАВЛЯЮТ 50 %

11. СПАСИБО ЗА ВНИМАНИЕ

12. Current
2007 Base
Scenario 1
Scenario 2
Scenario 3
TV HH
110,000,000
110,000,001
10,000,002
110,000,003
110,000,004
Average Rating
1.0%
1.0%
1.0%
1.0%
1.0%
Average Viewers
(thousand)
1100
1100
1320
880
1320
Average CPMa
$2,0
$1,80
$1,81
$3,50
$2,50
Average Revenue/
Ad Minuteb
2,200
1,980
2,3760
3,080
3,300
Ad Minutes/Week
2016
2016
2016
2016
2016
Weeks/Year
52
52
52
52
52
Ad Revenue/Year
$230,630,400
$207,567,360
249,080,832
$322,882,560
$345,945,600
Incremental
Programming
_
_
_
Expense
$15,000,000
$20,000,000
AD REVENUE CALCULATOR

13. 2006 Actual
2007 Base
Scenario 1
Scenario 2
Scenario 3
Revenue
Ad Sales
230,630,400
207,567,360
249,080,832
322,882,560
345,945,600
Affiliate Fees
80,000,000
81,600,000
81,600,000
81,600,000
81,600,000
Total Revenue
310,630,400
289,167,360
330,680,832
404,482,560
427,545,600
Expenses
Cost of Operations
70,000,000
72,100,000
72,100,000
72,100,000
72,100,001
Cost of programming
55,000,000
55,000,001
55,000,002
55,000,003
55,000,004
Ad Sales Commissions
6,918,912
6,277,021
7,472,425
9,686,477
10,378,368
Marketing &Advertising
45,000,000
60,000,000
60,000,000
60,000,002
60,000,003
SGA
40,000,000
41,200,000
41,200,000
41,200,001
41,200,002
Total Expense
216,918,912
234,527,021
235,772,425
252,986,477
258,678,368
Net Income
93,711,488
54,640,339
94,908,407
151,496,083
168,867,232
Margin
30%
19%
29%
37%
39%