StrategicRepositioning

ThroughCRM

GREY WORLDWIDE

A Case Study by Nihar Shambharkar based on case by Centre for Asian Business Cases

Analysed by

Nihar ShambharkarStudentNational Institute of TechnologyTrichy

Based on

a Case by

SCHOOL OF BUSINESSThe University of Hong Kong

during Internship by

Sameer MathurProfessorIndian Institute of ManagementLucknow(www.IIMinternship.com)

What is

GREY WORLDWIDE ??

Grey Global Group is a full communications enterprise with 16 global partner companies focused on distinct communications disciplines and engaged in a wide range of marketing and communications activities

GREY

GLOBAL GROUP

GREY’s Global Partners

AllianceAPCO

Worldwide

Beyond Interactiv

e

Elemental Interactiv

eG2

Wing Latino Group

VisualCommunicati

onsGroup

Mediacom

LMCGroup G WHIZ

GreyWorldwid

e

GreyHealthcare

Group

GreyInteractiv

e

GCI

GreyDirect

GDMI

GREY Global’s

Eight Principles

(Promises)

GREY’s Promises

We promise true partnership attitude

We apply strategic knowledge and discipline to add value

We promise clients with

experienced and consistent team

We consistently deliver high quality services We leverage

global best practices

We fight best prices

for our clients

We create ideas that sell We turn your

brand into showcase of success

What is the present situationand where doesGREY WORLDWIDE HK/CHINA stand ??

Previous Market Situation

Advertising agencies concentrated their skills in

Building Brand Equity

One to One Marketing

by

&

Direct Marketing

Changed Market SituationAdvertising agencies concentrate their skills in

Building BrandEquity

&

BuildingCustomer

Equity

GREY WORLDWIDE HK/CHINA

hasStrong Brand Equity

but

PoorCustomer

Equity

ChallengesIncreased Competition

New Technology

Rising Consumer Expectations

Building Strong CRM model

My challenge is how to expand the vision of our people , how

to manage the different company roles and how to

create process that cross all these disciplines

“

” Viveca ChanCEO of GREY WW HK/CHINA

What isGREY WORLDWIDE’sGRM ??

GRMis

GREY RELATIONSHIP MANAGEMENT

It is a Four Principle Approachto the growing CRM model which is developed by

GREY Worldwide

Principles of GREY Relationship Management

Building Brands

Develop and Manage Customers

Create Positive Brand Experience

Building Brand through knowledge of

Customer

GREY Relationship ManagementFramework

Some Statistics

50% Return on salethrough CRM

Rapid Growth of

CRM Market

Key Questions

How can GREY worldwide adapt to the new technological changes ??

Which CRM tools GREY worldwide should engage in to reposition its brand

and Customer loyalty ??

How canGREY WORLDWIDE adapt to new technologicalchanges ??

Technology is part of our total communications process , but not necessarily part of our strategic processes . It is part of sharing information about our clients , enhancing our business efficiency and as an alternative for traditional media in building media presence on-line . Our focus is still our brains.

“

”Candy WanDirector of Grey Direct

The main Objective is to

Use Technology

to

Build Brand Equity

Build Customer Equity

Selected e – Marketing tools

Building Brand Equity Improve

Brand Knowledge

Social Media Marketing

E - Marketing

Building Customer Equity

Provide Better Service

Get Customer Feedback

Provide Personalised Service Experience

Which CRM toolsGREY WORLDWIDE should engage in toreposition its brand and customer loyalty ??

Keys to GRM

Two proprietary Products

BrandFutures +

GRM Charter

Database management is the backbone of CRM . We plan to build our credibility in database management through understanding how to use and apply technology.

“

” --Theresa Franklin

Brand Futures+

Targeted Traditional Marketing Companies Tap Partners to create Personalized strategy for clients

GRM Charter

For companies which have strong Brand and want to develop Customer Relationship Integrated plan with all the Partners

Tools for GRM

GREY worldwide Hong Kong and China

Use Database Management

for

Customer Retention

Statistics

Cost for Customer Retention is very less than that of Customer Acquisition

Recap

Key Questions