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BUSN369 APA_6th_template_Guerrero_M2-1.docx

Accenture utilizes this integrated marketing campaign

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Accenture utilizes this integrated marketing campaign to broadcast its positioning and branding campaigns. A high-profile example of an Accenture positioning statement and branding campaign was the rolling out of the statement “High Performance Delivered” to reflect the strategy of helping clients achieve high performance. The second phase of the campaign was the use of 15
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Tiger Woods as a spokesperson to drive the positioning statement home. The branding campaign to support the positioning statement, which lasted six years (2003-2009), used the tagline, "Go on. Be a Tiger." Tiger quickly drove the “High Performance. Delivered” message in the market [Acc03]. “In just two months, internal research showed that 1 out of every 2 global senior executives and 2 out of every 3 U.S. senior executives surveyed associated Accenture with helping clients become high-performance businesses.” [Ess11] Accenture’s brand campaign remains “High Performance. Delivered” and the market is permeated with this brand message utilizing a combination of multimedia channels. “Companies that conduct business in overseas markets have two options when it comes to channels of distribution.” [Gas142] Further, Gaspar explains that companies can use distribution channels in foreign markets (an indirect strategy), or market their services through marketing or sales offices established in the foreign country (a direct strategy). Accenture’s strategy includes both these options. In addition to their established offices in 200 cities, Accenture utilizes indirect strategies in countries whose culture dictates an indirect strategy such as India. Navigating India’s business landscape is extremely complex due to cultural, procedural, legal, and compliance issues. Finding business partners who know the local markets well and are acquainted with all the issues is necessary to do business in India [Map18]. 16
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Pricing strategy Pricing strategy is an integral part of the market-positioning decision, which depends on your overall business development strategy and marketing plans. “Developing a company’s international pricing mix involves consideration of four major objectives.” [Gas142] These objectives are performance, prevention, maintenance, and survival. Accenture utilizes a performance objective whose focus is on profit, ROI, market share, and penetration. The performance pricing objective should reflect (1) the value it provides versus their competitors; (2) Match what the market will truly pay for their offerings; (3) Support their brand and positioning; (4) Enable them to reach revenue and market share goals; and (5) maximize profits [Mar]. A pricing structure will be set to support the pricing objective. A pricing structure will reflect variations in geographical demand and costs, market- segment requirements, order levels, delivery channels, service contracts, competition, currency exchange rates, legal constraints, and other factors [Mar]. Accenture’s pricing structure is linked to its scale and capabilities.
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  • Fall '16
  • Vanessa Moses
  • Andersen Consulting, Accenture Consulting, Accenture Digital, Accenture Technology, Accenture Labs

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