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Accenture: Case Study

Published in: Marketing
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  1. 1. accenture> - A global Professional services company. - Provides consulting services in digital, technology and operations. - World’s largest consulting firm as measured by revenues. - It is a Fortune Global 500 company.
  2. 2. In 1989, Arthur Andersen and Andersen Consulting became separate units of Andersen Worldwide Sociētē Cooperative. Throughout the 1990’s there were disputes between the two companies. Andersen Consulting was paying Arthur Andersen 15% of its profits. The disputes finally led to a split.
  3. 3. On 1 January 2001, Andersen Consulting adopted its current name, “Accenture”. The word “Accenture” is supposedly derived from “Accent on the future”.
  4. 4. How did they do it??
  5. 5. Accenture name was adopted and company launched a global advertising, marketing, and communications campaign . Accenture’s brand equity increased 11 percentage points in the first year and the number of firms that inquired about its services increased 350 percentage points. The campaign targeted at its clients and prospects, all partners and employees, media, leading industry analysts and academia. Awareness of the company’s breadth and depth of services reached 96 percent of its previous level and awareness of its services topped 76% of its previous level.
  6. 6. In 2002 the tagline “Innovation Delivered” was supported by the statement “From innovation to execution, Accenture helps accelerate your vision. In 2003, Accenture built upon the “Innovation Delivered” theme and announced its new tagline, “High Performance. Delivered”.
  7. 7. Accenture spent nearly $300 million in ads that mostly featured Tiger Woods, alongside slogans such as “We know what it takes to be a Tiger” and “Go on. Be a Tiger.” The campaign capitalized on Wood’s international appeal, ran all over the world, and became the central focus of Accenture-sponsored events such as the World Golf Championships and the Chicago Marathon.
  8. 8. In 2011, Accenture launched the “Greater Than” campaign to an international audience across 35 countries. The company conducted extensive research to ensure that its brand positioning “High Performance. Delivered” was relevant to business leaders. The campaign highlighted successful case studies from clients like Unilever, Starwood Hotels, and Caterpillar and focused on Accenture’s capabilities in areas such as emerging technologies and globalization. The “greater than “ symbol was used as a major element of the campaign
  9. 9. Digital, Worlds’s largest consulting company in consulting. Technology, It was a part of Arthur Andersen group initially. Accenture is a global professional services company and provides consulting services in and operations. As of 2015, the company reported net revenues of $31.0 Billion.
  10. 10. Created by Shipra Singh, PGDAV College, University of Delhi, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow.