grey worldwide case analysis - anurag kar
TRANSCRIPT
Global Group
is a full communications enterprise with 16 global partner companies
focussed on distinct communication disciplines.
’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
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
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?
?
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.
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
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.
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.
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.
The total number of customers in the “retention emphasis” scenario is more than double of the “acquisition emphasis” scenario.
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.
’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…
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.
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.
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