Grey Worldwide: Strategic Repositioning

Through CRM

Grey Global Group

Industry Advertising, Marketing

Services Brand management, Marketing strategy, Creative development, Direct marketing, Public relations, Public affairs, Digital marketing, Production

Subsidiaries 16 Global Partner companies (some of them are Grey, G2, GHG, Beyond Interactive, Grey Direct, Grey Interactive, GCI Group, MediaCom Worldwide, Alliance, G WHIZ, WING, Grey EMEA)

Background

Grey Worldwide Hong Kong and China

• established in 1978.• Core Business-

Communications.• Asian Strategy-

Building Relationships• Core strategy-

delivering integrated marketing expertise.

Viveca Chan,CEO of Grey Hong Kong and China

Change in Media Industry

Media Market in 2001

New Technology

Competition Rising Customer Expectations

The CRM Industry in Asia

The market size for Asia-Pacific isn’t yet close to growth in the US. We can say the market size for Asia-Pacific is less than eight per cent of the US; although its growth rate is almost 200 per cent – even faster than the growth lines we saw in the US two years ago.- James Vogtle, CRM Industry Expert

Multinationals

Idealpositioning

Traditionalconsultingfirms

LocalFirms

GreyWorldwide

Strategy Execution

Knowledge

Grey Worldwide e-Marketing Strategy

Objectives for Grey• Conceive a CRM philosophy called Grey

Relationship Management• Reposition through defined e-marketing.• Build both brand equity and customer

equity(Data base).• The main goal of the GRM philosophy was

an integrated approach to create, identify, evaluate, capture, enhance, share and apply Grey’s intellectual

capital.

Framework to access CRM strategy

Learning About CustomersKnowledge

AcquisitionCustomer

Differentiation

Customization of MarketsProduct/ServiceCommunication

sChannels

1. build brands2. develop and manage customers3. create a positive brand experience for clients4. build brand through knowledge about the customer through constant dialogue

Grey Relationship Management

Target Companies who have strong brand equity but want to develop CRM vision and plan.

Grey Relationship Management

Grey CharterBrand Future+

Target Companies with Traditional Marketing Needs

How to reposition Grey?

Long Time Sustainable

Partner

Integrated Communication

Company

Comprehensive Business Strategy Company

Efficient Effective and Differentiated

Measurement of CRM Implementation

Customer Loyalty

Brand EquityRetention

These slides were created by Shashank Motepalli, as part of an internship done under the guidance of Prof. Sameer Mathur (www.IIMInternship.com)

Prof. Sameer Mathur

Marketing Professor 2013 –-----------------------------------------------------------

Marketing Professor 2009-2013-----------------------------------------------------------

M.S(Marketing) and PhD 2003-2009

Shashank Motepalli

Summer Intern 2015--------------------------------------------------------------iMtech(IT) First Year

www.IIMInternship.com