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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

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? Initial Growth Stage?

  • 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? Initial Growth Stage?

  • 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


Grey china case analysis

Questions? Initial Growth Stage?