Accenture- Mini case of Marketing Management by Philip Kotler as an assignment of the Marketing iinternship under Prof.Sameer Mathur, IIM Lucknow

1. -A CASE STUDY

2. A fortune
Global 500
Company
WHAT IS ACCENTURE?
Multinational
managing
consulting
services
company
World’s
largest
consulting
firm
measured by
revenue

3. 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

4. In 1989, Arthur
Andersen and
Andersen
Consulting
became separate
units
ORIGIN
Began in 1942 as
Administrative
accounting group

5. 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

6. 1989
Independ-
ent BU
form
Arthur
Anderson
License to expire
Dec 31, 2000
Spending $7 billion
01. January. 2001
ROADMAP
In 2000
Andersen
Consulting was
granted its
independence

7. SERVICES & OPERATIONS
Accenture
Consulting
Accenture
Strategy
Accenture
Digital

8. SERVICES & OPERATIONS
Accenture
Technology
Accenture
Operations

9. • Accenture built upon the innovation
delivered theme.
• Announce its new tag line “High
performance, Delivered.”
MARKETING AND BRANDING

10. • 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

11. • Accenture used Tiger Woods as a
celebrity spokesperson
• Woods endorsement drove home the
importance of high performance
MARKETING AND BRANDING

16. Accenture got creative
and used animals to
promote business

20. SUMMARY
What is Accenture?
Origin & Emergence
Roadmap Services & Operations
Marketing & Branding Targeting B-to-B audience Dropping Tiger Woods

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