A cable television network which founded by two entreprenuers in1996 was facing a problems in market segmentation and positioning. As the most available niche network, The Fashion Channel Television need also a competitive position being strengthen. Its been realized by this television company as they grown quickly without stating any detailed segmentation, branding or positioning ...view middle of the document...
The Fashion Channel is willing to spend an estimated USD 60,000,000.00 on advertising, promotion and publication in 2007. And it has been solely on fashion which broadcast 24 hour per day, and 7 days a week. This Channel also reeaches close to 80,000,000 viewers in US households with their main demographic woman between 35 until 54 years old.
Lifetime and CNN have been targeting fashion specifics programs with much success in recent years increasing the competition. These fashion program would push The Fashion Channel to cut the unit price of advertising. It might be one way out to get a good competitive positioning strategy among the television companies.
As a senior Vice President of Marketing for The Fashion Channel television, Dana Wheeler entered the company as a new executive crew in 2006. The founder and CEO, Jared Thomas, expected her strong background in marketing and her best experience in advertising industry can overcome the problems. Helping up the The Fashion Channel build on the momentum it had created to date and step forwards its competitors.