The Company

Accenture began as the business and technology consulting division of

accounting firm Arthur Andersen.

One of the world’s leading organizations providing management consulting,

technology and outsourcing services, with more than 293,000 employees; offices

and operations in more than 200 cities in 56 countries; and net revenues of $28.6

billion for fiscal 2013.

The company built its reputation primarily as a technology consultant and

systems integrator. By the late 1980s, Accenture began offering a new breed of

business integration solutions to clients—solutions that aligned organizations'

technologies, processes and people with their strategies.

Throughout its history, Accenture has expanded its offerings and capitalized on

evolving management trends and technologies to benefit its clients. The

company pioneered systems integration and business integration; led the

deployment of enterprise resource planning, customer relationship management

and electronic services; and has established itself as a leader in today's global

marketplace.

Problem:

Accenture had an extremely difficult task of positioning itself in the market and

rebranding itself independently.

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Diagnosis:

Typical Marketing Problems:

1) Their commercials were ranked among the least-recalled of all commercials that

aired on that year’s broadcast.

2) The content of “Now It Gets Interesting” campaign was generally maligned by ad-

industry.

3) Accenture and its competitor had to steal market share from one another.

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Leadership became dissatisfied.

A clause in the company’s contract with one another mandated that the more lucrative of the two share its annual profits with the other.

The company was forced to rebrand to itself under a new name.

Accenture had an extremely difficult task of positioning itself in the market and rebranding itself independently.

Lack of differentiation from competitors.

Statement of Objectives:

1) To be able to make Accenture as one of the largest consulting company that

consumers would prefer in the next five years.

2) To be able to position Accenture as an efficient consulting company that would

cater to its customer’s needs.

3) To be able to increase revenues in existing markets and improve operational

performance and reaching out or expanding target markets not only in the upper

class but also to the middle class companies.

Alternative Marketing Strategies to Implement

1) Create a new tagline that is more appropriate and direct to the point. Which

would be “Best Source to Outsource”

2) The company should have their own marketing advertising team instead of hiring

advertising agency.

3) The company should have infomercials.

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SWOT Analysis:

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Strengths:They have extensive geographic reach They use the same procedures and processes in approaching projects, making it easy for employees to move from location to location without retrainingStrong employee base of more than 290,000

Weaknesses:Accenture has been trying to break into serving small to mid-size companies but faces stiff competition.Low market sharePremium offering may not resonate with midmarket customers

Opportunities:Global penetrations and offering special fees for smaller projects

Threats:Too many emerging competition in the marketSlow growth of the consulting industry

Analysis:

1. Create a new tagline that is more appropriate and direct to the point. Which

would be “Best Source to Outsource”

Strengths: It has impact to target market. It is direct and easy to

understand.

Weakness: Some may find it confusing if they don’t know what outsource

means.

2. The company should have their own marketing advertising team instead of

hiring advertising agency.

Strengths: The marketing team is knowledgeable about the nature and

culture of the company.

Weakness: The start up cost of establishing this would be costly and hiring

professionals would be difficult.

3. The company should have infomercials.

Strengths: By this, it can give enough information to the audience about

the services they offer.

Weakness: TV advertising is one of the most expensive advertising tool

and infomercials requires longer time than the usual.

Conclusion:

To sum it up, we would like to implement the new tagline for Accenture which

would be “Best Source to Outsource.” We believe that this would intensely help the

positioning of Accenture as consulting company. Another way to support this is our

proposed implementation of the infomercial which will contain the facts, vision and

mission of the company by which their target markets and potential clients will get

curious and to earn more brand awareness.

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Decision Matrix:

Criteria (Objectives)

Marketing Strategy 1

Marketing Strategy 2

Marketing Strategy 3

To be able to make Accenture as one of the largest consulting company that client would prefer in the next five years.

1 3 2

To be able to position Accenture as an efficient consulting company that would cater to its client’s needs.

2 1 3

To be able to increase revenues in existing markets and improve operational performance.

1 2 3

TOTAL:4 6 8

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Implementation of Plan:

Action Person Responsible

Time Frame Budget

Implementation of infomercial

Marketing Research Group

To be aired on ABS-CBN and GMA every 8:00pm-

9:00pm (twice for each) in the evening

for 2 months.

120,000 x 2

90,000 x 2

420,000

Bibliography:

http://www.accenture.com

http://www.mbaskool.com/brandguide/it-technology/582-accenture.html

http://www.scribd.com/doc/48227596/Accenture

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