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Grey China Case Analysis. Presented By: Michelle Griffin Eyal Golan. History. Larry Valenstein Grey Advertising Established 1917 Opened in Hong Kong 1978. Background. Grey China 6 th largest in 1998 1998 – Won “Most Innovative Agency Award” Key Personnel

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Grey ChinaCase Analysis

Presented By:

Michelle Griffin

Eyal Golan

history
History
  • Larry Valenstein
  • Grey Advertising
    • Established 1917
    • Opened in Hong Kong 1978
background
Background
  • Grey China
    • 6th largest in 1998
  • 1998 – Won “Most Innovative Agency Award”
  • Key Personnel
    • Viveca Chan – Chairman & CEO of GC
    • Vivian Lau – IT Director
advertising in china and hong kong
Advertising in China and Hong Kong
  • 1997 advertising spending estimated at US$350 and US$650 million
    • 50% per year
  • China began accepting advertising in 1980s
    • Exposure guaranteed success
  • 1990 saw much more clutter and many “me-too” products
what factors would influence gi s success
What factors would influence Gi’s success?
  • Attitude
  • Market Potential
  • Culture
  • Budget
  • Product life cycle
what should gi s position be
What should Gi’s position be?
  • “Brand Agency”
    • Target => First, current clients

Second, companies with products conducive to IMC

  • First mover
enter the market now or wait until it matures past the initial growth stage
Enter The Market Now Or Wait Until It Matures Past The Initial Growth Stage?
  • Enter The Market? Yes
    • China is likely to be a critical market
    • The Chinese market is untapped
    • Internet usage is exponentially growing
    • Image of Brand Agency (as opposed to Advertising Agency)
    • Proponent of IMC
enter the market now or wait until it matures past the initial growth stage1
Enter The Market Now Or Wait Until It Matures Past The Initial Growth Stage?
  • When?
    • First in the market is first in the consumer mind
    • Loosing Ground to niche players
    • Relatively small investment / Risk

=> Enter the market now

hong kong or china
Hong-Kong or China?
  • Hong-Kong is a tiny market compared to China
  • Chinese market is developing rapidly => Great potential
  • Only 0.06% Internet users in China. 16% in Hong Kong.
  • The target is China!
    • Hong Kong can be a short term test bed
what pricing model
What Pricing Model?
  • Standard 15% of Cost of Media
    • Nature of service is different
  • Consulting Fees and Premium Pricing
    • Cost may be too high for mangers who are not yet convinced
  • Introductory Pricing
    • Will help building a large client base and thus to penetrate the market
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