ACCENTURE

OVERVIEW

ACCENTURE PLC IS A

MULTINATIONAL MANAGEMENT

CONSULTING SERVICES COMPANY.

HEADQUATERED IN

DUBLIN, IRELAND SINCE 1

SEPTEMBER 2009

ACCENTURE IS WORLD’S LARGEST CONSULTING

FIRM AS MEASURED BY

REVENUE.

IN 2005,THE COMPANY REPORTED

NET REVENUES OF $31 BILLION!

HISTORY

ACCENTURE BEGAN IN

1942 AS

ADMINISTRATIVE

ACCOUNTING

GROUP,CONSULTING

ARM OF ARTHUR

ANDERSEN.

FORMATION

IN 1989,ARTHUR ANDERSEN

AND ANDERSEN

CONSULTING BECAME

SEPARATE UNITS

SPLITTING

“ACCENT OF FUTURE”

ON 1 JANUARY 2001, ANDERSEN CONSULTING ADOPTED ITS CURRENT NAME-”ACCENTURE” BECAUSE IT RHYMES WITH “ADVENTURE”.THE WORD ACCENTURE IS DERIVED FROM “ACCENT OF FUTURE”

SERVICES

AND

OPERATIONS

STRATEGY CONSULTING

DIGITAL

TECHNOLOGY OPERATIONS

STRATEGY

ACCENTURE STRATEGY PROVIDES BUSINESS,

TECHNOLOGY AND OPERATIONS STRATEGY

SERVICES

CONSULTING

TECHNOLOGY CONSULTING BUSINESS CONSULTING

MANAGEMENT CONSULTING

DIGITAL

ACCENTURE PROVIDES

DIGITAL

MARKETING,ANALYTICS AND

MOBILITY SERVICES.

TECHNOLOGY

ACCENTURE TECHNOLOGY

FOCUSES ON:

TECHNOLOGY SOLUTIONS

IMPLEMENTATION

DELIVERY

RESEARCH AND

DEVELOPMENT

OPERATIONS

ACCENTURE OPERATIONS FOCUSES ON:

BUSINESS PROCESS OUTSOURCING IT SERVICES

CLOUD SERVICES MANAGED OPERATIONS

SECURITY

INFRASTRUCTURESERVICES

AWARDS AND HONOURS

IN 2013,ACCENTURE WAS NAMED 9TH IN THE TOP 50 COMPANIES FOR DIVERSITY BY DIVERSITYINC.

IN 2014, CORPORATE RESPONSIBILTY MAGAZINE NAMED ACCENTURE 15TH IN THEIER TOP 100 BEST CORPORATE CITIZENS

THE FIRM WAS NAMED AS ONE OF THE TOP 100 COMPANIES TO WORK FOR BY FORTUNEMAGAZINE

IN 2016 THE ETHISPHERE INSTITUTE DESIGNATED ACCENTURE AS ONE OF THE WORLD’S MOST ETHICAL COMPANIES FOR THE 9TH TIME.

AND MANY MORE…

QUESTION

WHAT HAS ACCENTURE DONE WELL TO TARGET ITS B-TO-B AUDIENCE ?

BY CHANGING ITS NAME TO ACCENTURE, THE FIRM

MANAGED TO CREATE GLOBAL AWAREMESS AS A

PROVIDER OF MANAGEMENT AND TECHNOLOGY

CONSULTING SERVICES BY 76% OF THE LEVELS THAN THE

FORMER ANDERSEN CONSULTING NAME.

ACCENTURE POSITIONED ITSELF AND

CREATED POINTS-OF- DIFFERENCE WITH

ITS COMPETITORS SUCH AS McKINSEY

AND IBM BY EXCELLING AT BOTH

TECHNOLOGICAL IMPLEMENTATION AS

WELL AS DEVEOPING STRATEGY.

ACCENTURE INTRODUCED

POLICY OF CONTRACTS

CONTAINING INCENTIVES

THAT IT REALIZED ONLY IF

SPECIFIC BUSINESS TARGETS

WERE MET.

ACCENTURE LAUNCHED $50

MILLION CAMPAIGN

FEATURING ANIMALS.

ACCENTURE AD CAMPAIGN

ACCENTURE AD CAMPAIGN

ACCENTURE ANNOUNCED ITS

NEW TAGLINE HIGH PERFORMANCE.DELIVERED WITH A CAMPAIGN THAT

FEATURED TIGER

WOODS.WORLD’“ BE“T GOLFER WAS A SYMBOL FOR

HIGH PERFORMANCE.

QUESTION

HAS ACCENTURE DONE THE

RIGHT THING BY DROPPING

TIGER WOODS AS ITS

SPOKESPERSON?

ACCENTURE HAD TO DROP TIGER

WOODS AS ITS SPOKESPERSON

SINCE THE FIRM WAS NOT LEFT WITH MUCH CHOICE.

LET’S SEE HOW ERIC DEZENHALL,FOUNDER OF

DEZENHALL ANSWERS THIS QUESTION WHEN

ASKED BY FORBES.

FORBES: TIGER WOODS HAS DONE A

LOT TO BOOST THE PROFILE OF

ACCENTURE BRAND IN ADS AND PUBLIC

APPERANCES FOR SIX YEARS.ISN’T IT RISKY FOR THIS COMPANY TO SCRAP ITS

RELATIONSHIP WITH A SPORTS ICON?

Eric Dezenhall: When you are a company in

a business a lot of people don’t understand, that gives the spokesperson you have so much

more equity. That said, when you live by the

icon, you can die by the icon. Accenture

executives realized they were going to have to

spend 24 hours a day talking to media and

clients about Tiger Woods. More than any

grand strategic thought, it is the day-by-day

nick, nick, nick by a thousand cuts and punch

lines that very few corporations can handle,

particularly if a spokesperson has become the

symbol of what they do. They didn’t have much choice.

PROS OF THIS DECISION:

ACCENTURE’S DECISION TO NOT INCLUDE TIGER WOODS AS THE SPOKESPERSON MAY

HELP THE COMPANY IN NOT RISKING THE

BRAND IMAGE AS WELL AS ITS CLIENTELE.

IT WOULD BE COST CONSUMING AND CHALLENGING FOR

ACCENTURE TO FIND NEW REPLACEMENT FOR TIGER WOODS.

CONS:

RECAP

ACCENTURE OVERVIEW HISTORY SERVICES AND OPERATIONS AWARDS AND HONOURS WHAT HAS ACCENTURE DONE WELL

TO TARGET ITS AUDIENCE ACCENTURE AND TIGER WOODS.

CREATED BY SHIPRA SINGH (NIT, SURAT)

DURING AN INTERNSHIP UNDER THE

GUIDANCE OF PROF. SAMEER MATHUR, IIM

LUCKNOW.