The Company

Accenture began as the business and technology consulting division of

accounting firm Arthur Andersen.

One of the worlds 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 clientssolutions 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.

Diagnosis:
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Lack of differentiation
from competitors.

The company was forced

to rebrand to itself under a
new name.

Leadership became
dissatisfied.

A clause in the companys contract

with one another mandated that
the more lucrative of the two share
its annual profits with the other.

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

Typical Marketing Problems:

1) Their commercials were ranked among the least-recalled of all commercials that
aired on that years broadcast.
2) The content of Now It Gets Interesting campaign was generally maligned by adindustry.
3) Accenture and its competitor had to steal market share from one another.

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 customers needs.
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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.

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 retraining
Strong employee
base of more than
290,000

Opportunities:
Global penetrations
and offering special
fees for smaller
projects

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

Threats:

Too many emerging

competition in the
market
Slow growth of the
consulting industry

Analysis:
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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 dont 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.

Decision Matrix:

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

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

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

TOTAL:

Marketing Strategy
1

Marketing Strategy
2

Marketing Strategy
3

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Implementation of Plan:
Action

Person
Responsible

Time Frame

Budget

Implementation of
infomercial

Marketing Research
Group

To be aired on ABSCBN and GMA

every 8:00pm9:00pm (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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