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Fashion Channel Case Study

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1. Latar Belakang Perusahaan
The Fashion Channel (TFC) adalah satu-satunya jaringan televisi yang hanya menayangkan program fashion selama 24 jam setiap harinya. TFC juga merupakan salah satu dari stasiun TV dengan jangkauan yang luas, hampir 80 juta rumah yang berlangganan TV kabel dan satelit.
Pada awalnya strategi pemasaran TFC adalah untuk merebut pasar seluas-luasnya, tanpa segmen khusus, dengan tujuan merebut pemirsa sebanyak-banyaknya. 2. Latar Belakang Masalah
Pada awal 2006, TFC menghadapi persaingan dengan pemain baru yang menayangkan program fashion, pesaing terberat yang dihadapi adalah seperti stasiun TV CNN dan Lifetime. Adanya pemain baru ini dapat mengancam posisi TFC sebagai “market leader”, sekaligus merebut kue iklan yang ditawarkan oleh perusahaan pengiklan. Jika kondisi ini tidak diatasi, maka diprediksi bahwa pada tahun berikutnya TFC akan kehilangan 10% atau lebih dari harga per unit iklan.
Oleh karena itu, TFC mempertimbangkan kembali strategi bisnisnya untuk meletakkan marketing sebagai dasar pertumbuhan perusahaan ke depan.
Namun, TFC sejak awal berdirinya tidak pernah menetapkan strategi yang fokus pada segmentasi, branding dan positioning. Hal ini dapat menimbulkan ketidakjelasan pada strategi marketing yang akan diambil ke depannya. 3. Pembahasan
Untuk menghadapi situasi persaingan ini, maka yang harus dilakukan oleh TFC adalah menentukan segmentasi pasar yang akan dibidik, untuk kemudian dilakukan kampanye dan strategi marketing yang tepat.
Dalam hal ini, TFC sebaiknya memilih untuk fokus pada pasar wanita dan tidak perlu melakukan kampanye marketing khusus untuk pria, dikarenakan persentasenya hanya 39% dari keseluruhan pemirsa TFC.
Dengan dasar pasar yang akan dibidik adalah pemirsa wanita dengan usia 18-34 tahun, maka ada 3 pilihan segmen pasar yang dapat diambil oleh TFC : 1. Tidak ada segmen pasar khusus, tetap seperti fokus TFC sejak awal berdiri yaitu broad market (meliputi Fashionista, Planner & Shoppers, Situationalist dan Basic) 2. Fokus pada 1 segmen pasar, yaitu Fashionista 3. Fokus pada 2 segmen pasar, yaitu Fashionista dan Shopper & Planner
Penentuan segmen pasar yang akan dipilih haruslah didasarkan pada riset pasar termasuk bagaimana perilaku konsumen di dalamnya.
Berikut adalah perbandingan antara ketiga alternatif tersebut : No | Parameter | Skenario 1 | Skenario 2 | Skenario 3 | 1 | Average Rating | 1.2 | 0.8 | 1.2 | 2 | Average CPM | $1.80 | $3.50 | $2.50 | 3 | Incremental Programming Expense | 0 | $15 juta | $20 juta | 4 | Revenue | $330.7 juta | $404.5 juta | $427.5 juta | 5 | Margin Profit | 28.70% | 37.45% | 39.50% |
Dengan memperhatikan data tersebut di atas, maka pertimbangan untuk masing-masing alternatif segmen pasar adalah sebagai berikut : 1. Broad market
Keunggulan : * Dengan meluncurkan program kampanye untuk meningkatkan kesadaran pemirsa mengenai eksistensi TFC, maka pemilihan segmen ini diproyeksikan dapat menaikkan rating hingga 20% (dari 1.0 menjadi 1.2). * Tidak diperlukan tambahan biaya program di luar yang telah dianggarkan pada tahun sebelumnya, karena TFC masih bertahan di pasar yang sama
Kelemahan : * CPM diprediksi akan turun 10% (dari $2.00 menjadi $1.80), hal ini dikarenakan pasar premium akan dapat direbut oleh pesaing, misalnya CNN yang fokus pada pasar pria dan Lifetime yang fokus pada pasar wanita muda. Jika pasar premium dikuasai oleh pesaing, maka nilai tawar beriklan di TFC akan turun. * Karena turunnya CPM, segmen pasar ini diprediksi akan menurunkan margin profit sebesar 1.3% (dari 30% menjadi 28.7%)

2. Fashionista
Keunggulan : * Dikarenakan konsumen pada pasar ini memiliki sifat suka berbelanja, maka dengan fokus pada segmen ini akan meningkatkan CPM. * CPM diprediksi akan naik sebanyak 75% (dari $2.00 menjadi $3.50). Pengiklan akan berminat untuk mengiklankan produk di TFC karena melihat potensi konsumerisme pasarnya. Dengan demikian, nilai tawar beriklan di TFC akan naik. * Karena naiknya CPM, maka pemilihan segmen ini diprediksi akan meningkatkan margin profit sebesar 7.45% (dari 30% menjadi 37.45%)

Kelemahan : * Fashionista hanya menempati 15% dari keseluruhan pasar, sehingga rating diprediksi akan turun 20% (dari 1.0 menjadi 0.8). * Selain itu, sebagai estimasi diperlukan biaya tambahan program di luar anggaran sebesar $ 15 juta. * Resiko pemilihan segmen ini tinggi karena jika pasar ini tidak berhasil dikuasai, maka program pemasaran yang diluncurkan TFC akan sulit untuk menjangkau segmen pasar lain sebagai rencana alternatif pada kondisi yang mendesak.

3. Dual market (Fashionista dan Shopper & Planner)
Keunggulan : * Kedua segmen ini menempati 50% dari keseluruhan pasar, sehingga dengan meluncurkan program kampanye untuk meningkatkan kesadaran pemirsa mengenai eksistensi TFC, rating diprediksi akan naik hingga 20% (dari 1.0 menjadi 1.2). * CPM diprediksi akan naik sebanyak 25% (dari $2.00 menjadi $2.50), dikarenakan kedua segmen ini memiliki kecenderungan untuk berbelanja meskipun dengan kapasitas yang berbeda. Hal ini akan meningkatkan minat pengiklan untuk membeli spot iklan di TFC, sekaligus meningkatkan nilai tawar beriklan di TFC. * Dengan naiknya CPM dan rating sekaligus, maka margin profit diprediksi akan naik sebesar 9.50% (dari 30% menjadi 39.5%). Margin ini merupakan yang paling tinggi dibandingkan 2 skenario sebelumnya. * Resiko tergolong lebih rendah dibandingkan alternatif 2, karena segmen pasar yang dituju lebih besar. Resiko ini juga masih lebih rendah dibandingkan alternatif 1 yang akan menurunkan revenue perusahaan dengan menurunnya CPM.
Kelemahan : * Estimasi diperlukan biaya tambahan program sebesar $20 juta (33% lebih tinggi daripada alternatif 2 dan jauh lebih tinggi daripada alternatif 1 yang tanpa biaya tambahan).

4. Kesimpulan dan Saran
Untuk mempertahankan posisi sebagai “market leader”, sekaligus tetap menghasilkan profit yang terus bertumbuh, maka TFC sebaiknya memilih segmen pasar alternatif ke 3 (dual market –Fashionista dan Shopper & Planner-).
Hal ini dengan mempertimbangkan peningkatan rating dan CPM, maupun resiko yang tergolong lebih rendah jika dibandingkan 2 alternatif lainnya.
Sedangkan dari sisi margin profit, segmen pasar ini diprediksi mampu meningkatkan margin paling signifikan dibandingkan dengan 2 alternatif lainnya.

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