Worldwide

Strategic Repositioning Through CRM

A Case

Analysed By:

Anurag KarB.Tech. StudentDepartment of E and ECEIIT Kharagpur

Who

or

What is

Worldwide?

Global Group

is a full communications enterprise with 16 global partner companies

focussed on distinct communication disciplines.

’sClients include

’sGlobal Partner Companies

’sGlobal Partner Companies

Alliance APCOWorldwide

BeyondInteractive

ElementalInteractive

G2

GCI

Grey Direct

Grey Direct Marketing Inc.

Grey Healthcare

Group

GreyInteractive

GreyWorldwide

G WHIZ

J. Brown/LMC

Group

Mediacom

Visual Communications

Group

Wing Latino Group

Their functions include…

• Global alliances• Public affairs• Brand communications• Yellow pages, directory• Marketing services• Healthcare marketing• Interactive marketing• E – marketing• Co Marketing• Media Solutions

Global’s

8 Principles (Promises)

Promise 1

We provide clients with an experienced and consistent

team.

Promise 2

We promise true partnership attitude.

Promise 3

We apply strategic knowledge and discipline to

add value.

Promise 4

We consistently deliver high quality services.

Promise 5

We leverage global‘best practice’.

Promise 6

We fight for the best pricesfor our clients.

Promise 7

We create ideas that sell.

Promise 8

We turn your brand into a showcase of success.

What are

the problems

is facing?

Worldwide

HK/China Billings by YearWorldwide

HK/China Billings by YearWorldwide

WorldwideHK/China Billings by Year

Year Range Growth (in %age)1986 – 1989 133.33%

1989 – 1992 97.61%

1992 – 1995 90%

1995 – 1998 47.46%

1998 – 1999 4.72%

Growth by Year Range for

WorldwideHK/China

Worldwide133.33%

97.61%

90%

47.46%

4.72%

HK/ChinaGrowth by Year Range for

Worldwide133.33%

97.61%

90%

47.46%

4.72%

HK/ChinaGrowth by Year Range for

Growth by Year Range for

Worldwide133.33%

97.61%

90%

47.46%

4.72%

HK/China

Even though the billings have been increasing

yearly…

Even though the billings have been increasing

yearly…

The growth has decreased hugely.

has already built a strong brand in the market place.

What

lacks is…

• Customer Relationships• Usage of modern technology• Customer Knowledge• Customer Loyalty and Retention

The main problems that we shall address are thus:

1. How can adopt technology in an increasingly technology driven market?

2. How can increase customer loyalty and retention?

3. How can further develop and increase their brand equity?

?

What is

GRM

( Relationship Management)and why is

it

important?

Customer Relationship Management(CRM)

is an approach to manage the company’s

interactions with current and future

customers.

The CRM Industry is growing very fast in ASIA

It has now become imperative for companies to invest in a viable CRM strategy.

As is evident from the chart…

50%

of Return of Sales can be explained by CRM

capabilities.

Growth of CRM Industry in Asia

Growth of CRM Industry in Asia

206

351

501

716

Asia

P

ac

ific

M

arke

t G

row

th

(in

m

illio

ns U

S$

)

The CRM Industry is growing rapidly as evident from this chart.

Relationship Management (GRM)

is a four principle CRM philosophy developed and followed by

Worldwide

Principles of

Relationship Management

Build Brands

Develop &Manage

Customers

Create positivebrand experience

for clients

Build brand through

knowledge about the customer

Relationship Management (GRM)The

Framework

From the statistics, we can see that it is very important for to implement GRM effectively.

Now it’s time to ask some important questions and propose solutions to our problems.

How can

adopt technology

in an increasingly

technology driven

market?

Worldwide

Let us see what one of the top managers of has to say about this…

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 Wan, Director of Direct

“

”

It is clear that…

• Technology is yet to become a priority in the firm.

• There is an attitude of misplaced pride in not using technology in the firm.

• Technology is just seen as a means of sharing information and not acquiring it.

2Proposals to Rectify the problem

1

SOCIAL MEDIA MARKETING

The rise of Social Media has made it imperative for companies to not take its power lightly.

These are some of the leading Social Networking

Sites in China.

We also have these very popular Social Networking

Sites.

should

• Have a Facebook page and start sharing content about its ad campaigns.

• Start tweeting about the advertisement industry and its achievements on its Twitter Handle.

• Start buying advertisement space on social networking sites.

• Start online contests on SNSs and give away goodies.

It will help by…

• Increasing awareness about GREY amongst the young generation who are active on social media.

• “Gamifying” knowing about GREY’s activities with online contests and games.

• Improving GREY’s visibility immensely.• Helping build itself as a “friendly” and

“cool” brand.

2

Use the Internet to Conduct Surveys and gather customer data.

Till now has been using technology just for sharing information.

But by using Internet Technology, we can collect huge amounts of consumer data in a very short period of time!

should

• Start online surveys asking questions in a fun format on Social Networking Sites and reward people for answering them.

• Use web hosting services to provide client firms with secure logins to their site where problems using internal communication within the site thus eliminating the need of writing tedious emails.

It will help by…

• Immensely increasing the amount of consumer data coming in thus improving their understanding of the market.

• Eliminating the tedious job of keeping track of emails and phone calls when all conversations can be kept at one place in a secure login which only the client and GREY can access.

How can

increase their brand

value and

customer retention?

Worldwide

Statistics show that it takes

5 Times more money

To gain a new customer than to retain a customer.

Even though the total cost is same in both cases…

The total number of customers in the “retention emphasis” scenario is more than double of the “acquisition emphasis” scenario.

Thus it is important to increase customer loyalty and retention by increasing the brand value.

3Proposals to this effect

1

club

’sClients include

clubFormation of a

Including these prestigious clients.

It will increase customer loyalty by:

• Creating an elite group of clients associated with .

• Making them feel special and by extending special care to clients who choose to become a part of club

Clients will feel a higher sense of loyalty and trust when they will be part of a special club of clients.

It will also help increase customer acquisition by:

• Attracting new firms with the lure of being a part of an elite group of companies who get their ad campaigns done by .

• Making a sought after brand in marketing and advertising who care about their clients.

2team

’sGlobal Partner Companies

Alliance APCOWorldwide

BeyondInteractive

ElementalInteractive

G2

GCI

Grey Direct

Grey Direct Marketing Inc.

Grey Healthcare

Group

GreyInteractive

GreyWorldwide

G WHIZ

J. Brown/LMC

Group

Mediacom

Visual Communications

Group

Wing Latino Group

With such a large number of partner companies, the obvious problem in implementing GRM at all levels of the organization is…

CO-ORDINATION

The solution is setting up a

team

Consisting of all the partner companies.

team Programmes will include:

• Regular orientation sessions about the combined vision 0f GREY.

• Employee exchange programmes between GREY and its partner companies.

team Programmes will include:

• Sports competitions between the various partner companies to instil a healthy relationship among the employees outside the work environment.

It will help by…

• Better loyalty and sense of belonging among its partner companies.

• Urge to live up to ’s reputation in customer satisfaction amongst the partner companies.

• Implementation of GRM across all the companies thus reducing the burden on

itself to enforce it.

3

university

The number of college going students in China has grown from 1 million in 1997 to 5 million till 2011.

Source: The Economist “A Work in Progress” 2011

These are the future managers and heads of various firms.

It is imperative for to tap into this pool of potential customers and develop a

strong brand value among them.

Programmes under university

• Campus awareness drives.

• Appointment of campus ambassadors in leading colleges and B-Schools throughout HK and China.

• Holding advertisement and marketing competitions in colleges involving real scenarios and getting them interested in ’s work.

It will help by…

• Improving ’s visibility among university students and create a favourable brand image in the mind of these potential future customers.

• Establishing as a “pro-education”brand which takes time out to nurture and guide young minds.

ThankYou!

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Anurag KarB.Tech. StudentDepartment of E and ECEIIT Kharagpur

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