Question:
1.What are the 5 primary types of consumer and market data provided in the case
you would consider if you were Dana Wheeler? Discuss specific result elements (not a
summary of the exhibits).
2.Consider 3 primary options presented. Discuss the pros and cons of each
3. If you were Dana Wheeler, what solution would you recommend and why?
What are the 5 primary types of consumer and market data provided in the case you
would consider if you were Dana Wheeler? Discuss specific result elements (not a
summary of the exhibits).
As Dana Wheeler, I would consider the following five primary types of consumer and
market data:
1. Cable Ratings: Both Advertising and Affiliate revenue will depend upon these as the
usability of a channel to the cable company and advertisers depend upon the amount of
viewers a channel has.
2. Annual Demographic Survey: Provides key data to focus on 18-34 year female viewers.
This audience group would be the prime focus as their viewership will attract the
advertisers and will have them pay the largest CPM.
3. Advertising Revenue Model: Advertising revenue is the largest source of income for the
channel which could go down by 10% if there was no change in the channel strategy.
4. Competition from other Networks: This data allows the channel to find what is most
desirable amongst the viewers that’s attracting them to the other channels.
5. Attitudinal Research Findings: Cluster segmentational Data will provide an insight into
different viewer populations as to what to focusin order to market effectively bringing in
high CPM.
2. Consider 3 primary options presented. Discuss the pros and cons of each
Broad Multi Segment Approach: This includes targeting viewers from all the age ranges
including Fashionistas, Planners & Shoppers and Situationalists by investing in marketing
and advertising campaign as well as programing.
PROS: This approach will lead to approximately 20 % increase in viewership as it will be
targeting a broad range of viewers increasing their awareness and liking towards the
channel. Also, it will not require an additional programing expense as compared to the
other approaches and will deliver about $40 M more in terms of net income as compared
to the base income of 2007.
CONS: Ad Sales forecasted a decrease by 10% in CPM if the current trend continues.
Broad Multi Segment approach still does not present with a different category of viewers
to maintain $2.00 CPM, instead, it brings it down to $1.80, which is the same 10%
