Accenture case study from Philip Kotler M arketing Management

1. Case study

2. • Accenture was launched in 1942 and was
consulting arm of accounting firm Arthur
Andersen.
• In the year it became separate business unit
on IT consulting bearing the name Andersen
consulting .

3. Challenges
• Low brand awareness
• Technologically skilled competitors
such as IBM and MCkinsey

4. Formula they
applied

5. They analyzed
business market

7. Business marketing
strengthening their brands and
using technology and other
communication tools to develop
effective marketing programs

8. • Accenture believed its
differentiator was able to both
provide innovative ideas –
ideas grounded in business
process as well as IT and to
execute them

9. Launched large scale campaign in
professional service areas
Accenture unveiled a new positioning
statement, ‘’from innovation to
execution “ helped execute their
strategies.

10. They formed strong bonds and
relationships for customers

11. In late 2003,Accenture built upon
the “Innovative delivered” them
and announced its new tagline
“High performance delivered”

12. A campaign featured golf
superstar Tiger woods as
spokesperson

13. Event organized
• The world golf championship
• The Chicago marathon

14. In 2011 Accenture launched
“the greater than campaign
"which highlighted successful
case studies from ……..

15. Clients like …
Unilever ,Starwood hotels, and
Caterpillar

16. Accenture continues to excel as a
global management consulting,
technologies services and
outsources company

17. The company ended fiscal 2013
with revenues of $28.6 billion
and has a brand value close to 9
billion

18. Summary
1. INTRODUCTION
2. CHALLENGES
3. FORMULAE THEY APPLIED
>They Analysed business Market
4. HOW
>Business Market Strengthening
>Provide innovative ideas
>Launching large scale campaign
>Event Organisation
5. At Present
>Clients like Uniliver
>Excelling as a global management consulting
>Revenue of 28.6 billion dollar in 2013 and has a brand value of
9billion.

19. Disclaimer
Created by Ayush shandilya,NIT Raipur
during marketing internship under
prof. Sameer mathur(IIM lucknow)
See(http://iiminternship.com)