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Professional Services

and Solutions 2011 Brand Tracking Study

Julie Schwartz

Senior Vice President

Research and

Thought Leadership

ITSMA

Abbreviated Summary

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ITSMA Brand Tracking Study 2011 Professional Services and Solutions

© 2011 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited.

Abbreviated Summary

Strong brands are getting stronger; the rest

are stagnating. Yet, there remains plenty of

opportunity for services and solutions

providers in the middle of the pack

to gain ground in terms of brand equity and

market positioning. It just takes consistent

and persistent marketing.

Note: This Abbreviated Summary highlights some of the significant findings from

Professional Services and Solutions, 2011 Brand Tracking Study.

A more in-depth analysis can be found in the full report.

http://www.itsma.com/research/professional-services-and-solutions-2011-brand-tracking-study/




ITSMA’s Professional Services and Solutions, 2011 Brand

Tracking Study helps services providers understand

buyer attitudes and beliefs, their company’s brand

equity, current and/or aspired market

positions, and buyers’ perceptions

of performance.

ITSMA has been of conducting the

Professional Services Brand Tracking

study for more than a decade, and

continues to see strong brands

get stronger.

This sponsored research initiative

represents the 11th iteration of ITSMA’s

flagship brand awareness and tracking

study focusing on professional services and solutions.






Brand awareness.

IBM tops the list for the 11th year in a row

for unaided awareness, and HP has

secured its position in the #2 spot after

vaulting ahead of Accenture for the first

time in the 2010 study.

Unaided Awareness

Which companies come to mind when you think of consulting and technology services? % of Respondents (N=460) 51.1

28.3 18.3

10.7 10.0 9.3 8.5 7.6 7.2 6.5 6.1 5.2

3.7 3.5 3.3 2.8 2.8 2.6 2.4 2.4 2.2 2.0 1.7

IBM Global Services/IBM Hewlett-Packard/HP

Accenture Capgemini

Oracle Deloitte

Microsoft Dell

PricewaterhouseCoopers/PwC SAP

CSC/Computer Sciences Corporation KPMG

TCS/Tata Consultancy Services Atos/Atos Origin

Logica EMC

Siemens Ernst & Young

Cognizant Technology Solutions Infosys Viglen

McKinsey Andersen

… Source: ITSMA, Professional Services and Solutions, 2011 Brand Tracking Study




Market positioning.

It is difficult for services providers to

break free of their heritage; it takes

consistent and persistent marketing.

Deloitte, KPMG, PwC, Accenture,

and Capgemini are strongly

perceived consulting providers

Wipro, TCS, HCL, CSC, and

Cognizant are pegged as

outsourcers

HP, IBM, and Infosys are seen as

technology services

providers

Infosys stands alone as the only

global India-based company not

seen primarily as an outsourcer




Brand attribute importance.

Buyers continue to choose the companies

who know them best and can get the job

done with the least amount of risk and cost.

Attribute Importance

6.5

6.4

6.3

6.3

6.2

6.0

6.0

5.8

5.8

5.6

5.4

4.5

4.4

3.5

Is a consistent and reliable provider of services

Understands your business needs and objectives

Is able to save you money while also adding value

Works collaboratively with you

Has experience and a proven track record

Is proactive in its approach to problem solving

Is flexible and adaptable

Is more of a trusted business partner than a vendor

Has business process expertise

Has deep knowledge of your industry or domain

Brings you new, relevant ideas to consider on a regular basis

Builds community among clients

Has a company culture that matches yours

Puts its employees first, customers second

When you and your company are selecting a consulting and technology services provider, how important is it that this vendor: Mean Rating (N~458)

Note: Mean rating based on a 7-point scale where 1=not at all important and 7=very important. Source: ITSMA, Professional Services and Solutions, 2011 Brand Tracking Study




Perceptions of services provider performance.

Companies with the best performance

on the brand attributes that matter

most to buyers include Deloitte, PwC,

Accenture, IBM, HP, and KPMG.

Among the Indian companies,

TCS is the top performer.

Tweet This!

Companies that

perform best on brand attributes that matter most to buyers include

Deloitte, PwC, Accenture, IBM, HP,

and KPMG. #psbrand11




Outsourcing trends.

Outsourcing is an area of opportunity for

services and solutions providers. More

than half the respondents think that

investing more in technology or business

process outsourcing and consulting better

prepares organizations for economic

fluctuations, and one-third plan to

increase spending on outsourcing.

Views of Outsourcing

Source: ITSMA, Professional Services and Solutions, 2011 Brand Tracking Study

Do you think that investing more in technology or business process outsourcing better prepares organizations for economic fluctuations? % of Respondents (N=460)

Yes 54%

No 40%

Don't Know

6%




Innovative Tools

ITSMA relies on several innovative tools to

help companies dig deeper into brand analysis

and increase the impact of their brand

research investments.

ITSMA’s Brand Equity Index

enables companies to construct a single overall

score that integrates a variety of critical brand

data points. The index allows companies to

track changes in the brand strength over time

in addition to making competitive

comparisons. Metrics incorporated in the

Brand Equity Index include unaided

awareness, aided awareness, preference,

familiarity, and favorability.

ITSMA’s Innovative Tools

Weight (%) Metric

Company A

Company B

Company C

Company D

30 Unaided awareness

36.8 10.0 16.8 5.6

10 Aided awareness

100.0 100.0 93.2 88.0

20 Top of mind 22.0 4.4 10.8 2.0

20 Familiarity 3.8 3.1 2.7 2.9

20 Favorability 3.7 3.8 3.4 3.7

BEI Score 55.5 41.6 40.8 37.0

ITSMA’s Brand Equity Index (BEI)

Source: ITSMA, 2011




Is able to save you money while also adding value

Is flexible and adaptable

Builds community, on- or offline, among clients to facilitate best practice sharing

Has a company culture that matches yours

Is a consistent and reliable provider of services

ITSMA’s Brand Investment

Matrix

maps the attributes clients or prospects consider

most important in a services provider against

their assessment of the way companies are

performing in those areas. Understanding

priorities helps a company construct specific

messages that resonate with the target audience

as well as focus marketing investments in the

most efficient manner.

Competitive Gap Analysis

compares a company’s strengths and weaknesses

relative to specific competitors.

Source: ITSMA, 2011

ITSMA’s Innovative Tools

Promote

A Is dependable

B Collaborates with clients

C Values openness/ honesty in all

D Is committed to … measurable business

E Mitigates risk [with] … formal quality

F Has expertise in your industry

G Has an established track record

Build & Emphasize

H Delivers results quickly

I Is easy to do business with

J Saves clients money

K Offers innovative and insightful ideas

Market Performance

Best-in-Class Performers

H

M J

Market Average

I

Promote

H L

A

N

CB

D FE

G

K O

Monitor Build & Emphasize

Maintain

ITSMA Brand Investment Matrix

Gap Analysis:

Company A vs. Company D




Study

Methodology Between August and October 2011, ITSMA completed telephone-based interviews in the US, the UK, France, Germany, Brazil, and Australia with 460 IT and business executives who either provide input into or authorize the purchase of IT professional services and solutions.

The interviews were designed to assess the brand awareness, market positioning, and brand attribute performance of the major industry services providers and explore key market drivers.

In addition, ITSMA conducted 25 qualitative interviews with buyers.

For the purposes of this study, ITSMA defines professional services as:

Technology and/or related business services

(such as consulting, systems integration or

implementation, or outsourcing) valued at

$100,000 or more.

Countries Represented % of Respondents (N=460)

Respondent

Perspective % of Respondents (N=460)

Role in Purchasing

Professional

Services

% of Respondents (N=460)

US 43%

UK 21%

France 11%

Germany 11%

Australia 7%

Brazil 7%


IT 59%

Business 41%

Have input 56%

Authorize spending (and have

input) 44%




Study respondents all held director, vice president, or C-level positions and represented organizations in seven major industries with revenue or operating budgets ranging from $100 million to over $20 billion.

Respondent Titles % of Respondents (N=460)


Organization Size Annual Revenue % of Respondents (N=460)

Industry Sector % of Respondents (N=460)

45

12 15

28

Director VP/ Assistant VP/

Senior VP

General Manager/ President

CXO, such as CIO, CEO or

COO

15

20

14

15

15

12

11 Retail

Energy/Utilities

Healthcare

Government/Public Sector

Communications

Manufacturing

Financial Services

12

36

15 18

7 4

9

$100–299M

$300– 499M

$500–999M

$1– 4.9B

$5– 9.9B

$10–20B

>$20B

USD

38% with $1B or more in annual revenue




Table of Contents for Professional Services and Solutions, 2011 Brand Tracking Study

For More Information Julie Schwartz Senior Vice President Research and Thought Leadership ITSMA Email: [email protected] Phone: +1-781-862-8500, Ext. 112

Slide

Executive Summary 4

Study Overview 13

Study Methodology 13

Respondent Demographics 15

Brand Equity 20

Top-of-Mind Provider 21

Unaided Awareness 23

Aided Awareness 26

Familiarity 27

Favorability 29

Likelihood to Recommend 30

Brand Equity Index 31

Market Positioning 34

Leaders and Contenders 35

Market Positioning 36

Brand Attribute Performance 39

Brand Attribute Importance 40

The Best Firms by Attribute 45

Brand Attribute Performance 46

Outsourcing Trends 50

Technology Consulting and Services Attitudes 51

Outsourcing and the Economy 52

Consulting and the Economy 53

Buyer Behavior Trends: More Results from the Qualitative Interviews 54

Crosstabs

By Country

64

By Perspective 93

By Industry 120

By Size 150

By Region 177






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Professional Services and Solutions - itsma.com · ITSMA’s Professional Services and Solutions, 2011 Brand Tracking Study helps services providers understand ... Atos/Atos Origin