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Abstract

The case discusses how Grey Worldwide Hong Kong and China (Grey WW-HK/China) is repositioning itself through defined e-marketing and CRM strategies for the Asian market. It examines how integral its customer relationship group is in building a CRM strategy to deliver client value proposition. Grey WW-HK/China has very strong umbrella brand equity, but the brand capital has to be invigorated through a renewed e-marketing focus. Constrained by changing market conditions, particularly industry pressure on commission margins, Grey WW-HK/China needs to differentiate itself and is assessing CRM''s value in developing loyal and lifetime customers. However, in a growing Asian market, Grey WW-HK/China is in heated competition with other players including management consultants, traditional agencies and pure on-line players who are actively pursuing a CRM business focus. Grey WW-HK/China''s CRM team is in the process of developing an Asia-specific CRM blueprint for its internal management, something that is transferable to Grey''s clients. Grey WW-HK/China is considering merging technology with traditional marketing philosophy, and the team is expected to deliver a proposal that outlines the CRM tools which Grey WW-HK/China should use to reposition its brand and build customer loyalty.
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Abstract

The case discusses how Grey Worldwide Hong Kong and China (Grey WW-HK/China) is repositioning itself through defined e-marketing and CRM strategies for the Asian market. It examines how integral its customer relationship group is in building a CRM strategy to deliver client value proposition. Grey WW-HK/China has very strong umbrella brand equity, but the brand capital has to be invigorated through a renewed e-marketing focus. Constrained by changing market conditions, particularly industry pressure on commission margins, Grey WW-HK/China needs to differentiate itself and is assessing CRM''s value in developing loyal and lifetime customers. However, in a growing Asian market, Grey WW-HK/China is in heated competition with other players including management consultants, traditional agencies and pure on-line players who are actively pursuing a CRM business focus. Grey WW-HK/China''s CRM team is in the process of developing an Asia-specific CRM blueprint for its internal management, something that is transferable to Grey''s clients. Grey WW-HK/China is considering merging technology with traditional marketing philosophy, and the team is expected to deliver a proposal that outlines the CRM tools which Grey WW-HK/China should use to reposition its brand and build customer loyalty.

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