Accenture:Case Study.

2. ACCENTURE
OVERVIEW

3. ACCENTURE PLC IS A
MULTINATIONAL
MANAGEMENT
CONSULTING SERVICES
COMPANY.

4. HEADQUATERED IN
DUBLIN, IRELAND SINCE 1
SEPTEMBER 2009

5. ACCENTURE IS WORLD’S
LARGEST CONSULTING
FIRM AS MEASURED BY
REVENUE.

6. IN 2005,THE COMPANY REPORTED
NET REVENUES OF $31
BILLION!

7. HISTORY

8. ACCENTURE BEGAN IN
1942 AS
ADMINISTRATIVE
ACCOUNTING
GROUP,CONSULTING
ARM OF ARTHUR
ANDERSEN.
FORMATION

9. IN 1989,ARTHUR ANDERSEN
AND ANDERSEN
CONSULTING BECAME
SEPARATE UNITS
SPLITTING

10. “ACCENT OF FUTURE”
ON 1 JANUARY 2001, ANDERSEN CONSULTING ADOPTED ITS CURRENT
NAME-”ACCENTURE” BECAUSE IT RHYMES WITH “ADVENTURE”.THE WORD
ACCENTURE IS DERIVED FROM “ACCENT OF FUTURE”

11. SERVICES
AND
OPERATIONS
STRATEGY
CONSULTING
DIGITAL
TECHNOLOGY
OPERATIONS

12. STRATEGY
ACCENTURE STRATEGY PROVIDES BUSINESS,
TECHNOLOGY AND OPERATIONS STRATEGY
SERVICES

17. CONSULTING
TECHNOLOGY CONSULTING
BUSINESS CONSULTING
MANAGEMENT CONSULTING

21. DIGITAL
ACCENTURE PROVIDES
DIGITAL
MARKETING,ANALYTICS AND
MOBILITY SERVICES.

26. TECHNOLOGY
ACCENTURE TECHNOLOGY
FOCUSES ON:
TECHNOLOGY SOLUTIONS
IMPLEMENTATION
DELIVERY
RESEARCH AND
DEVELOPMENT

30. OPERATIONS
ACCENTURE OPERATIONS FOCUSES ON:
BUSINESS PROCESS OUTSOURCING
IT SERVICES
CLOUD SERVICES
MANAGED OPERATIONS
SECURITY
INFRASTRUCTURESERVICES

34. AWARDS AND HONOURS
 IN 2013,ACCENTURE WAS NAMED 9TH IN THE TOP 50 COMPANIES FOR
DIVERSITY BY DIVERSITYINC.
 IN 2014, CORPORATE RESPONSIBILTY MAGAZINE NAMED ACCENTURE
15TH IN THEIER TOP 100 BEST CORPORATE CITIZENS
 THE FIRM WAS NAMED AS ONE OF THE TOP 100 COMPANIES TO WORK
FOR BY FORTUNEMAGAZINE
 IN 2016 THE ETHISPHERE INSTITUTE DESIGNATED ACCENTURE AS ONE
OF THE WORLD’S MOST ETHICAL COMPANIES FOR THE 9TH TIME.
 AND MANY MORE…

35. QUESTION

36. WHAT HAS ACCENTURE DONE WELL
TO TARGET ITS B-TO-B AUDIENCE ?

37. BY CHANGING ITS NAME TO ACCENTURE, THE FIRM
MANAGED TO CREATE GLOBAL AWAREMESS AS A
PROVIDER OF MANAGEMENT AND TECHNOLOGY
CONSULTING SERVICES BY 76% OF THE LEVELS THAN THE
FORMER ANDERSEN CONSULTING NAME.

38. ACCENTURE POSITIONED ITSELF AND
CREATED POINTS-OF- DIFFERENCE WITH
ITS COMPETITORS SUCH AS McKINSEY
AND IBM BY EXCELLING AT BOTH
TECHNOLOGICAL IMPLEMENTATION AS
WELL AS DEVEOPING STRATEGY.

39. ACCENTURE INTRODUCED
POLICY OF CONTRACTS
CONTAINING INCENTIVES
THAT IT REALIZED ONLY IF
SPECIFIC BUSINESS TARGETS
WERE MET.

40. ACCENTURE LAUNCHED $50
MILLION CAMPAIGN
FEATURING ANIMALS.

41. ACCENTURE AD CAMPAIGN

42. ACCENTURE AD CAMPAIGN

43. ACCENTURE ANNOUNCED ITS
NEW TAGLINE HIGH
PERFORMANCE.DELIVERED
WITH A CAMPAIGN THAT
FEATURED TIGER
WOODS.WORLD’“ BE“T
GOLFER WAS A SYMBOL FOR
HIGH PERFORMANCE.

44. QUESTION

45. HAS ACCENTURE DONE THE
RIGHT THING BY DROPPING
TIGER WOODS AS ITS
SPOKESPERSON?

46. ACCENTURE HAD TO DROP TIGER
WOODS AS ITS SPOKESPERSON
SINCE THE FIRM WAS NOT LEFT
WITH MUCH CHOICE.
LET’S SEE HOW ERIC DEZENHALL,FOUNDER OF
DEZENHALL ANSWERS THIS QUESTION WHEN
ASKED BY FORBES.

47. FORBES: TIGER WOODS HAS DONE A
LOT TO BOOST THE PROFILE OF
ACCENTURE BRAND IN ADS AND PUBLIC
APPERANCES FOR SIX YEARS.ISN’T IT
RISKY FOR THIS COMPANY TO SCRAP ITS
RELATIONSHIP WITH A SPORTS ICON?

48. Eric Dezenhall: When you are a company in
a business a lot of people don’t understand,
that gives the spokesperson you have so much
more equity. That said, when you live by the
icon, you can die by the icon. Accenture
executives realized they were going to have to
spend 24 hours a day talking to media and
clients about Tiger Woods. More than any
grand strategic thought, it is the day-by-day
nick, nick, nick by a thousand cuts and punch
lines that very few corporations can handle,
particularly if a spokesperson has become the
symbol of what they do. They didn’t have
much choice.

49. PROS OF THIS DECISION:
ACCENTURE’S DECISION TO NOT INCLUDE
TIGER WOODS AS THE SPOKESPERSON MAY
HELP THE COMPANY IN NOT RISKING THE
BRAND IMAGE AS WELL AS ITS CLIENTELE.

50. IT WOULD BE COST CONSUMING AND CHALLENGING FOR
ACCENTURE TO FIND NEW REPLACEMENT FOR TIGER WOODS.
CONS:

51. RECAP
 ACCENTURE OVERVIEW
 HISTORY
 SERVICES AND OPERATIONS
 AWARDS AND HONOURS
 WHAT HAS ACCENTURE DONE WELL
TO TARGET ITS AUDIENCE
 ACCENTURE AND TIGER WOODS.

53. CREATED BY SHIPRA SINGH (NIT, SURAT)
DURING AN INTERNSHIP UNDER THE
GUIDANCE OF PROF. SAMEER MATHUR, IIM
LUCKNOW.