case study of the firm Accenture and analyzing its marketing strategies

1. What is it all about??
Established as business unit focused on IT consulting it grew to excel in global consulting ,
technology services, and outsourcing company.

2. • Launched as a consulting arm of Arthur Andersen by
the name Andersen Consulting
• In 2000 ; separated from parent org. and gave up the
Andersen name.
HISTORY

3. What did Accenture do
after splitting ??

4. Launched a global advertising and
marketing campaign .
To develop an effective B2B
marketing program communication
and
branding activities are necessary

5. What differentiates Accenture from others ??
Provided both innovative ideas and ways
to execute them

6. Unless you can provide both transformational consulting and outsourcing capacity, you are not going to win. Clients expect both.
--Ian Watmore (UK chief of Accenture)

7. “From innovation to execution,
Accenture helps accelerate your vision”
Accenture helped clients achieve their business objectives and introduced a
policy of contracts containing incentives realized only after specific targets were
met.

8. Accenture’s contract with British travel agents Thomas
Cook is a great example

9. Endorsing Tiger Woods
--the world’s best golfer with an impeccable
image and an ideal symbol of high performance.
Celebrity endorsement

10. Accenture’s “Greater Than” campaign
-communicated to international audience across 35
countries.
-the greater than symbol pulled out as a major element.
Campaigns

11. The campaign highlighted successful case studies from clients like Caterpillar.

12. Based on concept of social gaming : Accenture superhero game is launched to develop technical expertise and strategic thinking
of employees.
Work place innovations

13. The greater than symbol
became a critical unifying in all
the leading campaigns of the
firm.
GLOBAL IMAGE

14. Today, Accenture continues to excel at global level with company's net reported revenue
of $31 billion and a brand value of $9 billion.
AT PRESENT

15. SUMMARY
• What is it all about??
• HISTORY
• What did Accenture do after splitting??
• What differentiates Accenture from others??
• Accenture’s tag line
• Celebrity endorsement
• CAMPAIGNS
• Work place innovations
• AT PRESENT