Today, when Accenture’s customer base comprises 99 of the Fortune Global 100 as well as the major part of the Fortune Global 500, it is evident that its audience targeting activity has been highly successful. From the very outset, the company has been pursuing a wise targeting policy.
First of all, the managers skillfully solved the problem of finding a proper name for their organization. As far as “Accenture” includes “Ac” of its ex-business partner Andersen Consulting, one can suppose that the company initially targeted Andersen’s clients. Moreover, its impressive marketing campaign, performed under the slogan “Innovation Delivered”, shows that Accenture will readily provide its services to any firm that is in need of management consulting. It is important that the group avoids specifying the addressee of its tagline.
On the contrary, Accenture emphasizes the overall availability of its offer. As a matter of fact, due to this campaign, the company has managed to raise the clients’ awareness of its services by a factor of 100. However, the most important aspect of their beneficial targeting approach is Accenture’s decision to provide both innovative ideas and their execution. With the help of numerous surveys, the managers quickly estimated the drawbacks of the innovation market. Most of the relevant companies seemed to be narrowly focused; their services implied either a strategy development or technological implementation.
Accenture has become determined to offer both. The perspective of receiving not only transformational consulting but an outsourcing solution as well looks very attractive. Needless to say, this trick has made a significant contribution to customer equity’s enlargement. Thus, the wide range of the services along with the smart marketing ploys make Accenture’s targeting policy exceptionally favorable.