Jatiya kabi Kazi Nazrul Islam University

Trishal, Mymensingh

Assignment on
Accenture Case Study
Course Name: Marketing Management
Course Code: HRM-301

Submitted to
Rabeya Akther Shumi
Assistant Professor
Department of Human Resource Management
Jatiya kabi Kazi Nazrul Islam University

Submitted by
AI5
Session:2017-18
Department of Human Resource Management
Jatiya kabi Kazi Nazrul Islam University

Date of Submission: 26-10-2020

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 Team Name:AI5

Serial Name Id No
No
1 Ashekul Hoque Al Masom 18133044
(Group Co-Ordinator)

2 Ajit Chandra Das 18133008

3 Mahamudul Hasan Kawser 18133014

4 Rowshon Tabassom 18133023

5 Tanver Ahammed Tanim 18133026

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 Table of Content

Serial No Title Page No

1 Executive Summary 5

2 Introduction 6

3 Background 7

4 Question- 1 8-10
How does Accenture target its B-to-B audience effectively?

5 Question 2 11-12
Evaluate Accenture's history of branding campaigns. What
remains consistent throughout?

6 Conclusion 13

7 Reference 13

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 accenture
High performance. Delivered.

A Case Study on Accenture

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 Executive Summary

This case study provides an analysis and evaluation of Accenture's marketing and branding
strategy from its very beginning to the present. Accenture is a renowned multinational company
working as a consultancy firm.

Here in this case we have been asked to decipher our learning and opinion about Accenture's
Business to Business marketing strategy and to evaluate Accenture's history of branding
campaigns. We have tried our best to do as we've been asked to do. Point to be alluded that
generally in business cases, we're asked to solve some specific problems of a particular business.
But herein this case we've not been asked to give solutions to the business problems. Rather here
we just need to evaluate Accenture's marketing & branding strategies and to express our thoughts
behind their success. That's why in this case we could not use general structure of case study and
we had to skip some steps such as problem identification, situation analysis, alternatives analysis
and monitoring.

Whatever happens, we have designed this study in a tangible way and hope that the readers will
find our answers helpful in understanding the prosperity of Accenture.

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 Introduction

Accenture is one of the world's leading consultancy companies and one of the top computer
services and software companies. In fifty-four nations, it has more than 266,000 workers with sales
in fiscal 2013 of $28.6 billion. Via its industry network, the firm strengthens its consultancy,
infrastructure and outsourcing experience via partnerships, related firms, venture capital and other
capabilities.
Accenture has successfully reached to its target audience by using difference tools and techniques.
Such as –
1. Prevent itself from diluting being its parents’ brand.
2. Unique value proposition compared to its competitors.
3. U sed opinion leader such as Tiger wood.
4. Incentive based solutions for its clients.
Accenture, on the other hand, based its various campaigns for building a powerful brand. Initially,
it focused on the top-level Executives of its clients and opportunities. Then it focused on
introducing a New value proposition for “innovation delivered”. Yet Accenture has always tried in
its promotions to provide a new proposal for brand appeal and aims to deliver better integrated
solutions to its consumers.

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 Background

Accenture is one of the world's driving administration counseling, innovation benefits and re-
appropriating organizations. Accenture assists customers with lessening costs and furthermore re-
appropriate innovation capacities. Workers have involvement with an assortment of ventures in
key business zones, including client relationship the executives, flexibly chain the board, business
methodology, innovation and redistributing. The organization's worldwide base camps are in
Dublin, Ireland. It has workplaces in 51 nations around the globe.

Accenture has five primary working gatherings: Communications, Media and Technology;
Financial Services; Health and Public Services; Products; and Resources. Accenture revealed
record incomes of $43.2 billion for financial 2019, up 5% from the earlier year, and overall gain
of $4.85 billion. New appointments were $45.5 billion for the year. Counseling incomes were
$24.2 billion and re-appropriating incomes were $19.0 billion for 2019. North American incomes
were $19.99 billion.

At first called Andersen Consulting, Accenture was officially settled in 1989 when a gathering of
accomplices from the Consulting division of the different Arthur Andersen firms far and wide
shaped another association zeroed in on counseling and innovation administrations identified with
overseeing enormous scope frameworks joining and upgrading business measures. Accenture
changed its name from Andersen Consulting in 2001 after disavowing from its parent organization
Arthur Andersen. The organization opened up to the world on the NYSE in April, 2001.

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Question- 1
How does Accenture target its B-to-B audience effectively?

Achieve awareness among the public:

• Name changed from Anderson consulting to Accenture, able to achieve awareness

• understands how to help customer rapidly achieve measurable business value from our
technology and has proven its worth in project across all industries
• Delivering customer success in terms of operations impact delivery quality and business
value
• Created URLs where 51 names found to be available
• Defined mission and vision that drives the digital transformation of marketing, sales and
service to achieve customer awareness.
Mission – “To help our clients become high performance business and government”
Vision- “To become one of the world’s leading companies bringing g innovations to
improve the way the world works and lives”

Deliver high performance:

• Introduced a tagline – “Innovative Delivered”

• Delivered customer success in terms of operations impact delivery quality and business
value
• Deliver advanced self-service portal to customer. Example: Entire collection of user
manuals
• Continuous dialogue with customer along the product life cycle such as pre-sales, sales,
after sales
• Increasing adopting and extracting greater business value from software as a service (saas)
• Transitioning to dynamic IT provisioning such as increased operational and financial
flexibility

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Improve customer service:

• Provide end to end order visibility

• Better use of data to sell and service
• Customer segmentation
• Customer centric strategy
• End to end client experience auditing
• Client’s needs, behavior and feedback. Always measure customer satisfactory voice of the
client at all client touch point
• Unique salesforce.com solution for more than 25000 users in more than 100 countries
within 20 months
• Created incentives for their clients so that they can target its B to B audience during the
bad economy
• Unique position compared to competitors in that the company offered valued strategic
business services and well regarded it solution

Reduce cost:

• Delivered an interactive web application at about half the cost of a traditional solution
• Reducing the delivering costs
• Delivered high quality, cost effective solutions because they harness deep delivery
capabilities. our vast global delivery network which makes up the largest and most
diversified group management consulting, technology and business process, outsourcing
professionals in the world

Unique value proposition:

• Enabling clients to become high-performance businesses and creating long term

relationship
• Delivered exceptional service to clients whenever they do business.
• Most of the clients say companies actually tailors their experience based on their needs.
• Inclusive environment and treating each person in a manner that reflects Accenture values
• Created very advanced customer engagement platform which offers a comprehensive set
of tools. Such as configuration, installed base management. Example: pipeline
management order tracking, issue resolution
• Faster order fulfillment time

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 • Being ethically unyielding and honest and inspiring trust by saying what we mean,
matching our behaviors to their words and talking responsibility for their action.
• To created cloud base call center so that reduce the client costs, increase efficiencies and
improve its abilities
• Helped a large retailer reinvent its customer service capabilities by implementing the sales
force service cloud
• To create the flexibility to keep up with the demands of its client base and provide a
stronger customer and agent experience
• Control to value
1st Generation: delivered and customized to 1000s client requirement
2nd Generation: standardized to leading processes, customized only where required
3rd Generation: focused on commoditizes cloud -based systems
4th Generation: combines digital and human workforce via RPA and AI

Tiger woods and Accenture:

• Focused in bring a game by including tiger wood as their spokesperson

• The theme line “Go on. Be a Tiger “that means tiger is the best at his game and they
wanted to their clients to be the best at their works

Promotion:

• Used creative advertisement and used animal to promote ideal their business clients
• Capture 360o view of customer by incorporating social media and sales marketing
technologies
• Evolving B2B advertising landscape. where company aim to maintaining constant
foundation of consumer via frequent exposure in billboards and digital
video.74%consumer are interested in ads that match their personal interest.
• Advertising in 1998 had print and airport poster advertising in 30 countries
• Hired PR firm to influence industry analysts, publications and press interest

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Question 2
Evaluate Accenture's history of branding campaigns. What remains consistent
throughout?

During Accenture's history of branding campaign, providing innovation, productivity and high
performance has remained consistent. They differentiate themselves from other consultancy firms
through their branding campaign. They make their clients believe that Accenture is the best
platform of solving business problems and getting ideas to achieve business goals. In 1998
Accenture reviewed its market for 18 months in order to evolve and stay ahead in the marketplace.
The company partitioned itself from the Arthur Andersen & Co. and established itself as an
independent company. Accenture has always expressed its high capabilities to the customers by
taking unique branding campaign.

Accenture is one great example of a distinctive B2B brand. This paranormal brand has created 15
years of fresh persistence with a compact global communication campaign that runs in 47
countries: 'High Performance Delivered”. In this time revenues have doubled, from $10 million to
$20billion. Let’s assess Accenture strategies on how they have created a marketing campaign that
is Branded, Relevant, Amplified and Distinctive or BRAND for short.

Brand as hero
Undoubtedly in any campaign the brand plays a great role, especially the history of Accenture’s
branding campaign, where Accenture has delivered improved performance for leading companies
including Unilever and Visa.
A tricky balancing act has been done by the marketing team of Accenture when launching two new
services, Strategy and Digital, to respond to the inconsistent client needs. Where these two new
services have their own ‘Chapter’ of brand support, with specific color to help each service stand
out: yellow for Technological service, black and red for management or administrative service.
Simultaneously, the overall execution system and form of the campaign has been persistent.
Relevant
The intensity of this thought is the manner by which it conveys both practical 'sausage', conveyance
of tangible bottom line results, yet additionally passionate sizzle'. The mission takes advantage of
the intensity of 'social confirmation by depicting driving organizations that have effectively
worked with Accenture: current customers feel glad and potential customers consoled. Board
promoting at air terminals assume a key part in the media plan, permitting Accenture to associate
with heads during excursions for work, when the brand message is significant.

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The life span of the brand thought and mission mirrors the way that it is expands on a suffering
need, everything being equal, and associations to convey improved execution. The business
challenges have obviously changed in the course of the most recent 15 years, yet the need to help
execution has stayed pertinent if not more so.
Amplified
The "High Performance: Delivered" thought is intensified by driving activities past
correspondence. For instance, the Accenture Institute for High Performance is a worldwide
examination place making a stream of new understanding.
Distinctive
Accenture ought to be extolled for a very long time of consistency, no mean accomplishment for
any brand. Peculiarity has been worked through predictable utilization of the brand thought, and
furthermore a similar logo and the little bolt that proposes progress and forward movement. The
mission has likewise utilized a similar fundamental executional structure, in scene with the brand
base right. It is fascinating to see how the mission has been revived after some time.

• Stage 1 of the mission included golf player Tiger Woods and reached a conclusion when
the games star we involved in a homegrown show that hit the features in 2010.

• Stage 2 I posted at that point, here, that I discovered Stage 2 of the mission came up short
on the uniqueness of the Tiger Woods form. The advancement utilized photographs from
nature to convey messages in a fairly sideways manner, separated from the universe of
business. For instance, one promotion included a riding elephant with the feature, "Who
says you can't be enormous and deft?" Whoops.

• Stage 3 of the mission saw the brand refocus, highlighting the 'chivalrous' accounts of
Accenture and its customers, as referenced prior. A touch of additional uniqueness was
included here. Initial, a touch of smart humor was included, with features, for example, "€1
billion in reserve funds for Unilever. With no knot". Second, the ">" brand property was
made more noticeable.

All in all, Accenture has indicated how a B2B brands can likewise construct particular memory
structure to drive brand and business development, by making a major thought and enhancing it
after some time and over the blend.

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 Conclusion

The case depicts the advertising research led by Andersen Consulting to change its name, while
simultaneously keep up the brand value and the altruism of its past name. Andersen Consulting
had the option to effectively progress to another name and another character, mirroring the new
real factors of the market and Accenture's positioning in it.

Reference

https://www.consulting.us/news/4995/accenture-launches-largest-brand-campaign-in-a-decade
https://en.m.wikipedia.org/wiki/Accenture
https://www.accenture.com/za-en/service-customers-channels
https://www.consulting.us/news/amp/4995/accenture-launches-largest-brand-campaign-in-a-decade

*Marketing Management book by Philip Kotler

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