The Fashion Channel - Marketing Case Report (use only as a guide/for reference, do not copy-paste content)
Industrias fragmentadasDescripción completa
EJERCICIOS FISICA. ---LEYES DE NEWTON--Full description
CasoDescripción completa
Creación de los equipos de alto rendimientoDescripción completa
Descripción: Geologia
Descrição: History of Fashion
fashion is businessFull description
History of FashionFull description
Mecánica clásica bitácora de equipo de la materiaDescripción completa
Laboratorio
fashion
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Descripción completa
caso3Full description
uniasturiasDescripción completa
gestion financieraDescripción completa
MARKETING: THE FASHION CHANNEL
Integrantes: José F. Bustos Landys Gómez Alexander López Zoila Mendoza Karoly Santistevan Julio Vásquez
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ANTECEDENTES •
The Fashion Chanel es un Canal de Televisión por cable y dedicado exclusivamente a la moda
•
Posicionado en el mercado desde el año 1996 y ofreciendo programas 24/7 a la audiencia
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A principios del 2006 lograron llegar a 80 millones de hogares por cable
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Se estima Ingresos de $310.6 millones en el año 2006
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Desde sus inicios el canal no planteó estrategias correctas para dirigirse a su segmento específico, quisieron
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SITUACIÓN DEL CASO •
TFC enfrenta pérdida de participación del mercado ante competidores como CNN y Lifetime que empezaron a ofrecer programas con contenido de moda.
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SITUACIÓN DEL CASO •
TFC actualmente tiene dos fuentes de ingresos: Fuent e de Ingreso s Ve ntas de pu publ i ci dad Cuotas de fi l i al e s Total i ngre sos 2006
Ingresos US D $ $ $
230.630.400,00 80.000.000,00 310 630 400 00
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GRUPOS ACTITUDINALES EN THE FASHION CHANEL Grupo
Participación en la Moda
Tamaño del grupo (Hogares)
Índice: Interés en moda televisión (100=media de todos los espectadores)
Aspectos demográficos más destacados
Mujeres: 61% Fashionistas
Muy comprometido
15%
140
Factores de la actitud
Anticipan tendencias, estan al dia
Adquieren y comparten Ingresos: >$100k, 30% conocimientos sobre moda Edad: 18-34, 50%
La moda es entretenida
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SITUACIÓN ACTUAL •
De acuerdo a los grupos actitudinales, Wheeler, propone como estrategia de posicionamiento la segmentación de mercado en tres grupos diferentes que ayudaran a incrementar el ingreso por ventas de publicidad. 1. Enfoque a un segmentación segmentación transvers transversal: al: Fashionis Fashionistas, tas, Planificador Planificadores& es& Compradore Compradoress and Situacionalistas.
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CARACTERISTICAS DE CADA
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TABLA DE CALCULO DE INGRESOS
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