...dropping Tiger Woods as its spokesperson? Why? What has Accenture done well to target its B-to-B audience? • Accenture as part of Anderson consulting created brand awareness in professional services through several global marketing campaigns. In 2000, after adopting the Accenture name, its awareness campaign was targeted towards senior executives at its clients and prospects, all Accenture partners and employees, the media, leading industry analysts, potential recruits, and academia. These marketing campaigns resulted in brand equity increased by11 percent, and helped sales inquiries. New name Accenture having “Ac” ensured it could retain some former brand equity • In 2002 Based on its survey of senior executives who indicated that biggest hurdle for success was inability to execute on ideas Accenture positioned itself in new role as partner to aid execution of strategy, introduced new tagline “Innovation Delivered” , this positioning helped Accenture distinguish from its competition • Post 2002, as business climate changed, Accenture adopted innovative strategy to win new contracts which included incentives that would realize only if certain business objectives were met. Once again this was based on its survey of senior executives who were looking to increase earnings by reducing costs as business climate has changed, Anderson was again quick to adjust accordingly by staying in tune with market Has Accenture done the right thing by dropping Tiger Woods as its spokesperson...
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...by dropping Tiger Woods as its spokesperson? Why? What has Accenture done well to target its B-to-B audience? • Accenture as part of Anderson consulting created brand awareness in professional services through several global marketing campaigns. In 2000, after adopting the Accenture name, its awareness campaign was targeted towards senior executives at its clients and prospects, all Accenture partners and employees, the media, leading industry analysts, potential recruits, and academia. These marketing campaigns resulted in brand equity increased by11 percent, and helped sales inquiries. New name Accenture having “Ac” ensured it could retain some former brand equity • In 2002 Based on its survey of senior executives who indicated that biggest hurdle for success was inability to execute on ideas Accenture positioned itself in new role as partner to aid execution of strategy, introduced new tagline “Innovation Delivered” , this positioning helped Accenture distinguish from its competition • Post 2002, as business climate changed, Accenture adopted innovative strategy to win new contracts which included incentives that would realize only if certain business objectives were met. Once again this was based on its survey of senior executives who were looking to increase earnings by reducing costs as business climate has changed, Anderson was again quick to adjust accordingly by staying in tune with market Has Accenture done the right thing by dropping Tiger Woods as its spokesperson...
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...Company Strategy: Although the company enjoys good organic growth opportunities, it is definitely in the mature growth stage. To counter this, Nike has increasingly turned to acquiring brands both for inorganic growth, and to allow the company to compete on different levels in the industry. Through this type of brand portfolio use, Nike is able to sell in discount retailers, increasing growth and ultimately revenues without fear of discounting the core Nike brand. The company’s track record is generally favourable with its acquisitions, with exceptions including the relatively recent sales of Bauer (April 2008) and Starter brands (Dec 2007). Not all portfolio acquisitions have been extremely successful for Nike, so future purchases must be examined carefully before an analyst can assume the purchase will be a significant growth driver for the company. For example, Bauer was sold for $200M after being purchased in 1995 for $409M. Although hockey seemed like a hot market at the time, the market softened and a re‐evaluation of the brand found that Bauer was primarily in a North American position, not becoming a global growth driver. This geographic limitation and slow growth ultimately lead to Nike selling the company to focus on faster growing global sports markets. Cole Haan, Converse, Exeter Brands Group, Hurley, Umbro, NIKE Bauer Hockey (which sold in April, 2008) and NIKE Golf accounted for approximately 14 percent of total revenues. The subsidiary companies...
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...Case Accenture Accenture began in 1942 as Administrative Accounting Group, the consulting arm of accounting firm Arthur Andersen. In 1989, it launched as a separate business unit focused on IT consulting and bearing the name Andersen Consulting. At that time, though it was earning $1 billion annually, Andersen Consulting had low brand awareness among information technology consultancies and was commonly mistaken for its accounting corporate parent. To build its brand and separate itself from the accounting firm, Andersen Consulting launched the first large-scale advertising campaign in the professional services area. By the end of the decade, it was the world’s largest management and technology consulting organization. In 2000, following arbitration against its former parent, Andersen Consulting was granted its full independence from Arthur Andersen—but it had to relinquish the Andersen name. Andersen Consulting was given three months to find a name that was able to be trademarked in 47 countries, effective and inoffensive in over 200 languages, and acceptable to employees and clients—and that corresponded with an available URL. The effort that followed was one of the largest—and most successful—rebranding campaigns in corporate history. As luck would have it, the company’s new name came from a consultant at the company’s Oslo office, who submitted “Accenture” as part of an internal name-generation initiative dubbed “Brandstorming.” The consultant coined the Accenture name...
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...1. The decision that we make has incredible power. Our future as well as our past is shaped by the decision that we make. Our decision can affect our company, career as well as our personal life. For example, Tiger Woods made a decision to have multiple affairs. As a result of this decision it had a profound affected on his brand/career which in term affected the company that sponsored him. As a result of the negative publicity, many sponsors such as Nike pulled their endorsements of Tiger. Tiger lost funding as well as his wife and family because of this decision. 2. The 7 Steps of the decision making process are as followed: a. Defining the decision problem and setting goals- this step is to determining what the situation is- What are you trying to decide on? Also, what are the objectives or the outcomes that you are trying to achieve. b. Identify alternative solutions-this step is a vital one to the decision making process. It helps you to see factors that may have originally been overlooked, or others options that may have been missed. c. Assess the pros and cons-this step allows you to weigh your option and determine what is positive or negative about your decision. What are the consequence and constraints of your choices? d. Apply criteria for selection-this step allows you to determine what objectives and alternative are important to you. It’s useful to use a weighted average or consequence table for this step e. Select the preferred course...
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...firefighters are working hard and saving live and are not getting paid enough for their lives and their family. Although it is not easy to be athlete other harder jobs like fire fighting and being a police because you are risking your life for others and getting paid less than somebody who is doing nothing but a sport. Con for this pro is that the text http://www.knowswhy.com/why-do-athletes-get-paid-so-much/ .¨Before you become a professional athlete, you have first to undergo trainings, exercises and the like, for which, it will take much of your time. Not to mention the fact the time that an athlete consumes for their personal training before they will be professional in their field of sports is often unpaid.¨...
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...The Horse Exciting and extroverted, vivid and animated, the Horse is the life of any party he attends. He is bursting with energy, always looking for the next place to kick up his heels and hang loose. He entertains friends and strangers alike with his humor and appeal. Years of the Horse Horse Years are seventh in the cycle, following the Snake Years, and recur every twelfth year. The Chinese New Year does not fall on a specific date, so it is essential to check the calendar to find the exact date on which each Horse Year actually begins. 1906*1918*1930*1942*1954*1966*1978*1990*2002 THE SIGN OF THE HORSE Horse people are extemporaneous and quick-witted. They are quite intelligent and use their practicality to their advantage in their businessand personal lives. Their sharpness makes them quick to pick up new skills and are able to handle many tasks at one time. However, this ambition can be harmful because Horse people often don’t finish what they start for fear of missing out on the next big challenge. Horses are trustworthy, friendly and open-minded. They are good friends to have and will always be honest with you. Although they are good confidants, Horse people do enjoy their alone time and are usually independent people. They can struggle with obstinance and self-centeredness, which can lead to a flare of the temper if they don’t get their way. Usually, after an episode or temper-tantrum a Horse can feel remorse, yet not all people will be able to forgive their reaction...
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...Question no 1: What are the pros. Cons and risk associated with Nike`s core marketing strategy? Answer: Nike’s Core Marketing Strategy: Nike's excellence marketing strategies are their energy to achieve their market goals. Nike believes the "pyramid influence" that the preferences of a small percentage of top athletes influence the product and brand choice. So Nike contracted with many athletes' spokesperson, professional teams and college athletic teams to advertise and promote their products to customers. One renowned example of Nike marketing strategy is during 2008 Summer Olympics in Beijing. Nike received special permission from the International Olympic Committee to run Nike ads featuring Olympic athletes during the games. In addition, Nike sponsored several teams and athletes, including most of the Chinese teams’ and11 of 12 high profile members on the US men’s basketball teams. Nike seriously pays attention on the technology producing, design and selling such as e-commerce, high-tech running shoes, Nike+ with Apple, etc. Nike outsourcing their products most of the factories are located in Asia such as China, Indonesia and India. Pros and Cons of Nike Core Marketing Strategy: Pros: Nike put heavily proportion in their marketing strategies and products deign. In order to sustain their dominance in the industry and retain their competitive advantages, Nike actively responds to the market trends and changes in consumer preference by adjusting their marketing strategies...
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...Open Marriage: A New Proposal Extramarital affairs in today’s society have become as common as a windy day in Chicago. The recent explosion of Tiger Woods’, Jesse James’, and many famous politicians’ personal lives coming to the forefront, due to infidelity, only serve as a microcosm of the intimate relationships in our own daily lives. Sadly, over half of first-time marriages in the United States end in divorce, wasting resources by buying separate houses and making lawyers wealthy. One must wonder, why can’t people work it out? What missing element must we discover to keep the fire burning, so to speak? Some have already found it. Others remain clueless; but most deny, even reject the possibility that monogamy may play a part in the demise of their relationships. As previously mentioned, however, marriage isn't entirely working, at least for a subset of the population. Non-monogamous coupling, otherwise known as an open marriage, can sustain the relationship between two people. Slowly, society has begun to redefine the institution of marriage. Not too long ago, two people of the same sex could not come together as one and have it legally recognized. Those days have come to an end, with more and more states granting homosexuals the right to marry. Although not yet widely accepted, a movement has taken place, and its supporters no longer feel shamed upon. Granted, that same zeal should arise for open marriage. Though it varies by definition, open marriage is generally considered...
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...and athletic equipment. Nike has emerged as one of the leading brands of athletic products since the creation of the brand in 1962. At the time of its inception, Nike was first known as Blue Ribbon Sports and the main focus was “on providing high-quality running shoes designed for athletes by athletes” (Keller & Kotler, 2012, p. 29). A product that began with the creation of “lighter and better” running shoes has transformed into an international brand that is known by the simple image of a “swoosh” (Sanusi et al, 2014). The following sections will answer a series of questions in regards to the brand, and how a rival company may be able to better compete with the marketing campaign of this globally renowned name. What are the pros, cons, and risks associated with Nike’s core marketing strategy? From the inception of the company, Nike’s core marketing strategy has been based around utilizing talented athletes as the spokesperson, and an aggressive ad campaign to put the brand in front of the consumers. This marketing strategy was first geared towards the sport of running by using Steve Prefontaine as the first spokesperson for the brand. Nike looked for an athlete that...
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...Apparently there are two market segments of consumers for many product forms of athletic shoes: those who use the shoes to engage in the designated athletic activity and those who primarily use the shoes for casual wear and seldom engage in the athletic activity. Discuss the differences between these two segments in means-end chains, especially end goals, needs and values for running, basketball, aerobics, or tennis shoes. What types of special difficulties does a marketer face in promoting its products to two market segments of consumers who use the product in very different ways? A marketer may face many different types of difficulties during promotion in this type of instance. First, the means-end chains are completely different for consumers who use the products to engage in athletic activity vs. consumers who use the products for casual wear. The means-end chain has four main levels; attributes, functional consequences, psychosocial consequences, and values (Peter & Olson, 2010). Determining the means-end chain for consumers is important when promoting products to different market segments of consumers who use the same products in different ways. The consumer who is using the product for athletic activity will be focused on attributes of the product that enhance or improve performance. On the other hand, the consumer who is using the product for casual wear will be focused on the color, style, and overall look of the product. With that being said, the needs of these...
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...athletes via Twitter and I check my favorite teams fan page on Facebook. Twitter is used more by the athletes and sports anchors due to its constant status updates (tweets) and ability to follow only a certain number of people of whom they choose. I entered in the “Twitter world” in 2011 and began to see how it was growing into the phenomenon it is today. It seems like in 2011 that every league, team, player, and even commissioners have their own Facebook pages and Twitter accounts. The real concerning point is the fact that college and pro sports players have been on twitter and have been known to let their emotions take control of their better judgment. A question I bring to your attention is how social networking has affected the sports industry? This is a question that matters because people who watch sports can see what it does to the athletes and teams that compete, night-in and night-out. This question will help us find the answer to the pros and cons of the social media and the positive and negative influence it has over the youth and general public. Athletes are often...
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...The Positive Effects of Basketball Athletes Endorsements by Aristotle Philip Rodriguez Villar October 2015 Chapter 1 The Problem and Its Background Introduction; The use of athletes in advertising campaigns is an ever growing trend. Marketers look for ways to have their products stand out from competing brands. While athletes have been found to endorse both high and low status products, measuring consumers’ attitudes and purchase intentions of these products endorsed by the athletes is important to the success of the product in the marketplace. The success of these endorsed products in the marketplace may also come from star power, which is characterized as unique characteristics possessed by the individual that makes them star worthy.The researcher is familiar with his chosen topic because since he was a little kid he has been a huge fan of basketball and the researcher watched how the basketball industry market and sell their names. He has been updated every releases such as their equipment and other stuff. The researcher preferred this topic because the basketball industry merchandisebecomes one of his collections since he was fond of playing basketball. The researcher findtheir selling items very easy, comfortable, versatile and fashionable to use. For example, a Nike LeBron 12 is very useful in his basketball games and also in fashion sense it is very appealing. One of the most effective and positive associates by transferring different qualities to the product...
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...6/30/2014 2 The science of Decision-making 1 6/30/2014 3 Speed ventures Instructions Get into groups Reach a group decision to race or not race Assumptions Speed Ventures gets to keep the oil contract except if the engine blows Goodstone has given $40,000 for the Pocono Race, But your racing teams gets 1 Million if you finish in top 5 Rules You have 30 minutes to reach a decision Person with most gadgets on their watch is timekeeper As a group you must decide whether to race or not race! 4 Four possibilities Finish Top 5 $1,500,000 Finish but NOT in the top 5 $500,000 $500,000 Race and blow engine $0 2 6/30/2014 Sec 62: Speed Ventures Groups Group 1 Group 2 Group 3 Group 4 Group 5 Group 6 Group 7 Group 8 Group 9 Group 10 Group 11 Group 12 Group 13 Francisco Larrain Echeverria Nicolo Parravicini Cameron Murphy Eric Haddenhorst Paksikorn Tubtimthong Jose Lopez Lecube Jutatit Pumarin Alexander Bourdeau Javier Bernuy Giraudi Fuentes Mo Wang Kangseok Ji Piotr Bielaczyc Anja Zhao Ramakrishna Sayoji Rao Goli Nicolas Izquierdo Chadwick Lauren Zsigray Nicholas McGann Varun Mathur Ty Findley Michal Krowinski Daryl Brown Johann Narvekar Nathan Bell Laura Luedke Adam Tollefson David Nichols Taylor Hougland Jaskaran Bakshi...
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...511-060 Nike Football: World Cup 2010 South Africa Nike Football revenue had grown from $40 million in 1994 to more than $1 billion in 2008. In just under 15 years, it had reached a sales level that took some of its competitors over 50 years to achieve. Although not the end goal, the 2010 World Cup was another unique moment in time for Nike to create separation between the company and its competitors. Edwards knew he had to seize this opportunity and pull his team together to deliver a campaign focused on delivering innovative products and compelling consumer experiences. Creating deep consumer connections during the World Cup would be vital for fueling continued growth for Nike football in the years ahead. Football and the FIFA World Cup Some people believe football is a matter of life and death . . . I assure you, it is much more serious than that. — Bill Shankly, Scottish footballer and legendary Liverpool Manager1 Football was a game played between two teams of 11 players each, 10 field players and a goalkeeper per team. The game lasted 90 minutes, consisting of two 45-minute halves of running time. It was played with a round ball, on a rectangular grass field (often referred to as the “pitch”) with a goal on either end. Excluding the goalkeeper, the ball was controlled only with the feet, legs, torso and head (the use of hands or arms was prohibited) and the team scoring the most goals by the end of the game was the winner. Football was the most popular...
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