Accenture Case Study
Attracting B2B Audience
There are several ways that Accenture has been able to capture the B2B audience. The name change to Accenture from Anderson Consulting had the effect of creating awareness among the public about the company’s products. When the company adopted the Accenture brand name, it began targeting the senior executives of its clients. The company also began a global brand campaign raising awareness about the company to partners, the media, industry analysts, potential recruits, and prospective clients. The result was an 11% increase in brand equity across the globe. The sales of the company also soared because of the aggressive marketing campaign (Kotler & Keller, 2012).
In addition, the new name Accenture retained the ‘Ac’, the acronym for Anderson Consulting. By retaining this part of its original name, the company was able to retain some of the equity of its former brand. Furthermore, the creative retention of the acronym of its former brand allowed the company to maintain its domain name. Remaining with the domain name ensured that customers could still gain access to the company through the website that they were already used to.
Other than the aggressive brand campaign, the company positioned itself as a service deliverer. Executives had complained that the company was unable to execute new ideas. The company began to position itself as a solutions provider. To emphasize its new role it developed the slogan ‘Innovation Delivered.’ Positioning itself in this manner differentiated the company and its products from its competitors.
Using Tiger Woods as its spokesperson continued to endear the company to top executives of technology companies. As spokesperson, the golfer exemplified the high performance of the company. Using Woods as an advocate for the company helped the company reach high-end customers. Customers wanted to associate themselves with Tiger Woods and the company aligning itself with the professional golfer allowed the company to penetrate new markets.
Dropping Tiger Woods
Dropping Tiger Woods as their spokesperson was the right thing for the company. The golfer lost his public appeal after his cheating scandal was exposed. Continued alliance with the golfer could have shed a bad light on the company. The public would have viewed the company as a supporter of extra-marital affairs, which is contrary to what the society predicates as moral behavior. Letting him remain the company’s spokesperson would have seriously dented the company’s image and reduced its brand equity.
The company is constantly looking for ways to portray itself as an organization that has a positive impact in the society. Dropping Tiger Woods after the scandal broke made the market view the company in a positive light. Many of its shareholders and stakeholders hold it in higher esteem because of its informed decision to drop Tiger Woods as its brand ambassador (Steel, 2010).
Despite the positives associated with dropping Woods as its spokesperson, Accenture suffered some major drawbacks. For instance, it is very difficult to find another spokesperson with the same global pull and reach that Tiger Woods had. His humble beginnings resonated with the global audience and he was loved by everyone from corporate sponsors to stay at home mums. His overwhelming humility and lovable personality coupled by his golf prowess endeared him to many. Not surprisingly, Accenture attained $21.5 billion in revenues in 2009 after Woods began to endorse the company’s products (Wells, 2009).
Kotler, P., & Keller, K.L. (2012). Marketing Management (14th Ed). Retrieved from https://online.vitalsource.com/#/books/9780133468984
Steel, E. (2010, Jan 14). After Ditching Tiger, Accenture Tries New Game. Wall Street Journal. Retrieved on 5/3/2016 from http://www.wsj.com/articles/SB10001424052748704675104575001243066822622
Wells, M. (2009, Dec 14). Why Accenture Had to Drop Tiger Woods. Forbes. Retrieved on 5/3/2016 from http://www.forbes.com/2009/12/14/tiger-woods-marketing-cmo-network-tiger-woods.html