Dana Wheeler, Senior Vice President of marketing for the Fashion Channel is reviewing a new marketing segmentation and positioning strategy. The Fashion Channel Company needs to strengthen its competitive position and is willing to spend an estimated $60 Million on advertising, promotion, and public relations in 2007. TFC’s main focus has been solely on fashion which is broadcast all hours of the day 7 days a week. This channel reaches close to 80 million viewers in US households with their main demographic being women between 35 and 54 years of age. By 2006 after 10 years on the air TFC feared that a change needed to be made with the growing number of competing networks. To face this challenge TFC’s plan was to drop the unit price of advertising by 10% in 2007 to counter act the decline in the channels performance. Lifetime and CNN have been targeting fashion-specific programs with much success in the recent years increasing the competition. Without lowering the price success......

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Title: Fashion Channel Case
Approximate Word Count: 3418
Approximate Pages: 14 (250 words per double-spaced page)

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