Case Study Analysis of "Grey World Wide" - An HBR Case Study

1. Worldwide
Strategic Repositioning Through CRM

2. A Case
Analysed By:
Anurag Kar
B.Tech. Student
Department of E and ECE
IIT Kharagpur

3. Who
or
What is
Worldwide?

4. Global Group
is a full communications enterprise
with 16 global partner companies
focussed on distinct communication
disciplines.

5. ’s
Clients include

6. ’s
Global Partner Companies

7. ’s
Global Partner Companies
Alliance
APCO
Worldwide
Beyond
Interactive
Elemental
Interactive
G2
GCI
Grey
Direct
Grey Direct
Marketing Inc.
Grey
Healthcare
Group
Grey
Interactive
Grey
Worldwide
G WHIZ
J.
Brown/LMC
Group
Mediacom
Visual
Communications
Group
Wing
Latino
Group

8. Their functions include…
• Global alliances
• Public affairs
• Brand communications
• Yellow pages, directory
• Marketing services
• Healthcare marketing
• Interactive marketing
• E – marketing
• Co Marketing
• Media Solutions

9. Global’s
8 Principles (Promises)

10. Promise 1
We provide clients with an
experienced and consistent
team.

11. Promise 2
We promise true partnership
attitude.

12. Promise 3
We apply strategic knowledge
and discipline to
add value.

13. Promise 4
We consistently deliver high
quality services.

14. Promise 5
We leverage global
‘best practice’.

15. Promise 6
We fight for the best prices
for our clients.

16. Promise 7
We create ideas
that sell.

17. Promise 8
We turn your brand into a
showcase of success.

18. What are
the problems
is facing?
Worldwide

19. HK/China Billings by Year
Worldwide

20. HK/China Billings by Year
Worldwide

21. Worldwide
HK/China Billings by Year

22. 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
Worldwide
HK/China

23. Worldwide
133.33%
97.61%
90%
47.46%
4.72%
HK/China
Growth by Year Range for

24. Worldwide
133.33%
97.61%
90%
47.46%
4.72%
HK/China
Growth by Year Range for

25. Growth by Year Range for
Worldwide
133.33%
97.61%
90%
47.46%
4.72%
HK/China

26. Even though the billings
have been increasing
yearly…

27. Even though the billings
have been increasing
yearly…
The growth has
decreased hugely.

28. has already built a
strong brand in the
market place.

29. What
lacks is…
• Customer Relationships
• Usage of modern technology
• Customer Knowledge
• Customer Loyalty and Retention

30. 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?
?

31. What is
GRM
( Relationship Management)
and why is
it
important?

32. Customer Relationship Management
(CRM)
is an approach to
manage the
company’s
interactions with
current and future
customers.

33. The CRM Industry is growing very fast in ASIA
It has now become imperative for
companies to invest in a viable CRM strategy.

34. As is evident from the
chart…
50%
of Return of Sales can
be explained by CRM
capabilities.

35. Growth of CRM Industry in Asia

36. Growth of CRM Industry in Asia
206
351
501
716
AsiaPacificMarketGrowth
(inmillionsUS$)
The CRM Industry is growing rapidly as
evident from this chart.

37. Relationship Management (GRM)
is a four principle CRM philosophy
developed and followed by
Worldwide

38. Principles of
Relationship Management
Build
Brands
Develop &
Manage
Customers
Create positive
brand experience
for clients
Build brand
through
knowledge about
the customer

39. Relationship Management (GRM)
The
Framework

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

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

42. How can
adopt technology
in an increasingly
technology driven
market?
Worldwide

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

44. 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
“
”

45. 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.

46. 2Proposals to Rectify the
problem

47. 1
SOCIAL MEDIA
MARKETING

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

49. These are some of the
leading Social Networking
Sites in China.

50. We also have these very
popular Social Networking
Sites.

51. 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.

52. 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.

53. 2
Use the Internet to
Conduct Surveys and
gather customer data.

54. Till now has
been using technology just
for sharing information.

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

56. 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.

57. 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.

58. How can
increase their brand
value and
customer retention?
Worldwide

59. Statistics show that it takes
5 Times more money
To gain a new customer
than to retain a customer.

61. Even though the total cost
is same in both cases…

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

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

64. 3Proposals to this effect

65. 1
club

66. ’s
Clients include

67. clubFormation of a
Including these prestigious clients.

68. 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 ofclub

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

70. 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.

71. 2
team

72. ’s
Global Partner Companies
Alliance
APCO
Worldwide
Beyond
Interactive
Elemental
Interactive
G2
GCI
Grey
Direct
Grey Direct
Marketing Inc.
Grey
Healthcare
Group
Grey
Interactive
Grey
Worldwide
G WHIZ
J.
Brown/LMC
Group
Mediacom
Visual
Communications
Group
Wing
Latino
Group

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

74. CO-ORDINATION

75. The solution is setting up a
team
Consisting of all the partner companies.

76. team
Programmes will include:
• Regular orientation sessions about the
combined vision 0f GREY.
• Employee exchange programmes
between GREY and its partner
companies.

77. team
Programmes will include:
• Sports competitions between the various
partner companies to instil a healthy
relationship among the employees
outside the work environment.

78. 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.

79. 3
university

80. 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

81. 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.

82. 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.

83. 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.

88. Thank
You!

89. Credits
Pictures Sourced from:
www.flickr.com
www.cia.gov
www.telegraph.co.uk
www.pinterest.com
http://commons.wikimedia.org
www.theguardian.com
www.imgur.com
Fonts Sourced from:
www.fontsquirrel.com

90. Anurag Kar
B.Tech. Student
Department of E and ECE
IIT Kharagpur
These slides were created by:
As part of an internship done under: