accenture marketing analysis
TRANSCRIPT
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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.
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• 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
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What did Accenture do after splitting ??
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Launched a global advertising and marketing campaign .
To develop an effective B2B marketing program communication andbranding activities are necessary
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What differentiates Accenture from others ??Provided both innovative ideas and ways to execute them
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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)
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“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.
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Accenture’s contract with British travel agents Thomas Cook is a great example
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Endorsing Tiger Woods--the world’s best golfer with an impeccable image and an ideal symbol of high performance.
Celebrity endorsement
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Accenture’s “Greater Than” campaign-communicated to international audience across 35 countries.-the greater than symbol pulled out as a major element.
Campaigns
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The campaign highlighted successful case studies from clients like Caterpillar.
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Based on concept of social gaming : Accenture superhero game is launched to develop technical expertise and strategic thinking of employees.
Work place innovations
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The greater than symbol became a critical unifying in all the leading campaigns of the firm.
GLOBAL IMAGE
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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
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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