Accenture- Mini Case
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Transcript of Accenture- Mini Case
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.
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.