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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 China Case Analysis

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Grey ChinaCase Analysis

Presented By:

Michelle Griffin

Eyal Golan


History

  • Larry Valenstein

  • Grey Advertising

    • Established 1917

    • Opened in Hong Kong 1978


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

  • 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?

  • Attitude

  • Market Potential

  • Culture

  • Budget

  • Product life cycle


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? 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 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 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?

  • 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


Questions?


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