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Paper, Circumstance

The Fashion Channel is facing new competition from other sites and does not have specific customer segment to target. Dana Wheeler and Her staff really want to find specific consumer segment that provides them with the very best possible revenue through increased advertising charges. SOLUTION The style Channel ought to target the Factionists.

This can be the 18-34 year old female demographic. RATIONALE TFH had a large number of surveys done in their promoting department, which showed different statistical info.

Wheeler feels that the focus at her firm should be, “targeted by women, particularly the premium 18-to-34 year old demographic. ” The 18-34 female demographic Factionists segment was supported by the data that was gathered, when it was very attractive to advertisers that are trying to get their products to this age bracket. As the case states, Promoters would spend a premium CPM to reach several women older 18-34. Applying this young segment, there is a great opportunity to expand the revenue of TFH through advertisements sales.

The advertisers, as shown sumado a the statistics, aren’t interested in the older visitors, which is what the channels current niche can be. “Women among 35 and 54 years were it is most enthusiastic viewers”. This is certainly something that TFH would like to keep if possible, nevertheless the marketing division must set out to target younger, more ideal, segment. Wheeler looked at the statistical info for several distinct segmentations and concluded that the factionists segment was much more appealing to get advertisement product sales. “Ad revenue had provided her a projection of a $3. zero CPM for an audience stronger in the younger, female focused Factionists segment”. TFH could also see huge increases in in Ad Sales, 25% to 73%, if we were holding to target the Factionists segment. These key viewers is going to boost the revenues of the organization greatly as they are much more ideal customers to get advertisers. The best option for Wheeler and TFH would be the factionists segment because of the profits that would come from targeting them. Since 50% of the demographic happen to be females between ages of 18 and 34, corporations who advertise would be willing to ay reduced for advertisement space on their channel.

With this new target segment, Wheeler expects the ratings to improve from 1 . 0 to 1. 1 . This can be a equivalent of 100, 000 more users, which would all be important factionists. Tech’s customers happen to be brought in by the ratings of their channel, so this makes these kinds of extra 90, 000 views very valuable. TFH has the potential to reel in large amounts of profits if Wheeler and her staff decided to target the factionists The Fashion Channel Marketing Circumstance Paper By Kevin-Cob