Caselet Code : CLSM030
Publication date : 2005
Subject : Services Marketing
Industry : Advertising
Length :
 03 Pages
Price :  Rs. 100 (Detailed Pricing Info)

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Abstract

Grey Worldwide, a part of the Grey Global group, was a worldwide player in advertising, public relations, and other related services. This caselet reflects the strategies of Grey Worldwide (GW) in India to become a total communications company through diversification. It also examines GW's efforts to increase client base through various methods.


Issues:

» Diversification as a growth strategy in advertising

»  Importance of emerging trends in sourcing new business

Key words:

Grey Worldwide, Advertising, Diversification, Communications, Clients, Marketing, Strategies.

Questions for Discussion:

1. Instead of focusing on its core service, Grey Worldwide (GW) chose to venture into many other businesses. Discuss the reasons behind this move and its contribution to the success of GW?

2. Diversification was not the only method that GW adopted to increase its client base and provide quality services. Elaborate on the various other initiatives GW took to widen its customer base.