BM2101

Edlyn A. Tejano
BSBA 4.1A
QUIZ ON ANALYZING MARKET OPPORTUNITIES
Accenture
Questions (2 items x 5 points):
1. How does Accenture target its B-to-B audience effectively?
Accenture target its B-to-B audience effectively by preventing itself from diluting
being under its parent brand. They also have a unique value proposition
compared to its competitors. The company offers accessibility, customization,
innovation, and brand/status. They create accessibility by offering a wide range
of options and investing in emerging technologies and acquisitions. The
company offers customization through its knowledge and service specificity. The
company places a strong emphasis on innovation. It maintains a research and
development organization called Accenture Technology Labs that locates and
develops new technologies. The company has established a powerful brand as a
result of its success.  Accenture used an opinion leader such as Tiger Woods.
As Accenture built upon the “Innovation Delivered” theme and announced its
new tagline, “High Performance. Delivered,” along with a campaign that featured
golf superstar Tiger Woods as their spokesperson. Accenture’s message was
communicated with Tiger Woods, who has impeccable image and an ideal
symbol of high performance. It is associated to the company that they can help
their clients become “high-performing business leaders.” They have an
incentive-based solutions for its clients.
2. Evaluate Accenture’s history of branding campaigns. What remains consistent
throughout?
Initially, Accenture focused on the senior executives of its prospects and clients.
He then focused on delivering a new value proposition of 'delivered innovation'.
After the scandal of his chief spokesman Tiger Woods, he once again tried to
provide a unique brand position through his 'bigger than' campaign. In all its
campaigns, Accenture has always sought to provide a unique brand value
proposition and seeks to provide its customers with more integrated solutions.