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ACCENTURE-A CASE STUDY

A fortune Global 500 Company

WHAT IS ACCENTURE?

Multinational managing consulting

services company

World’s largest

consulting firm

measured by revenue

Named as the world’s

most admired IT

services company

WHAT IS ACCENTURE?

Listed on the New York

Stock Exchange, under the

symbol of ACN

Was added to the S&P

500 index on 5th July 2011

In 1989, Arthur Andersen and

Andersen Consulting

became separate units

ORIGIN

Began in 1942 as Administrative accounting group

EMERGENCE OF ACCENTURE

Accenture is supposedly derived from "Accent on the future”

It rhymed with adventure

It also retained “Ac”, the name of the original Anderson Consulting which helped

to create brand equity

Accenture Milestones

1989 Independ-

ent BU form

Arthur Anderson

License to expire Dec 31, 2000

Spending $7 billion

01. January. 2001

ROADMAP

In 2000Andersen

Consulting was granted its

independence

SERVICES & OPERATIONS

Accenture Consulting

Accenture Strategy

Accenture Digital

SERVICES & OPERATIONS

Accenture Technology

Accenture Operations

• Accenture built upon the innovation delivered theme.

• Announce its new tag line “High performance, Delivered.”

MARKETING AND BRANDING

• In 2011, Accenture launched a new campaign of results-based ads featuring clients such as Marriot, Unilever and the Royal Shakespeare Company alongside its slogan “High performance. Delivered”.

MARKETING AND BRANDING

• Accenture used Tiger Woods as a celebrity spokesperson

• Woods endorsement drove home the importance of high performance

MARKETING AND BRANDING

What has Accenture done well to target its B-to-B Audience?

Name change from Anderson Consulting to Accenture helped it target its B-to-B audience

Accenture created incentives for their clients

Including Tiger Woods as their spokesperson to promote

Accenture got creative and used animals to promote business

Has Accenture done the right thing by dropping Tiger Woods as its spokesperson?

Discuss the pros and cons of its decision.

Yes, I feel that Accenture did the right thing.

Cons:People might think that Accenture is not loyal to their clients because

Pros: By dropping Woods, Accenture no longer have a reputation of promoting imperfection in life

SUMMARY

What is Accenture?

Origin & Emergence

Roadmap Services & Operations

Marketing & Branding Targeting B-to-B audience Dropping Tiger Woods

DISCLAIMERCreated by Sunil Swaroop, CET Bhubaneswar, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow.