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Professional Services
and Solutions 2011 Brand Tracking Study
Julie Schwartz
Senior Vice President
Research and
Thought Leadership
ITSMA
Abbreviated Summary
www.itsma.com | BPS011AS | 2
ITSMA Brand Tracking Study 2011 Professional Services and Solutions
© 2011 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited.
Abbreviated Summary
Strong brands are getting stronger; the rest
are stagnating. Yet, there remains plenty of
opportunity for services and solutions
providers in the middle of the pack
to gain ground in terms of brand equity and
market positioning. It just takes consistent
and persistent marketing.
Note: This Abbreviated Summary highlights some of the significant findings from
Professional Services and Solutions, 2011 Brand Tracking Study.
A more in-depth analysis can be found in the full report.
www.itsma.com | BPS011AS | 3
ITSMA Brand Tracking Study 2011 Professional Services and Solutions
© 2011 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited.
ITSMA’s Professional Services and Solutions, 2011 Brand
Tracking Study helps services providers understand
buyer attitudes and beliefs, their company’s brand
equity, current and/or aspired market
positions, and buyers’ perceptions
of performance.
ITSMA has been of conducting the
Professional Services Brand Tracking
study for more than a decade, and
continues to see strong brands
get stronger.
This sponsored research initiative
represents the 11th iteration of ITSMA’s
flagship brand awareness and tracking
study focusing on professional services and solutions.
www.itsma.com | BPS011AS | 4
ITSMA Brand Tracking Study 2011 Professional Services and Solutions
© 2011 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited.
Brand awareness.
IBM tops the list for the 11th year in a row
for unaided awareness, and HP has
secured its position in the #2 spot after
vaulting ahead of Accenture for the first
time in the 2010 study.
Unaided Awareness
Which companies come to mind when you think of consulting and technology services? % of Respondents (N=460) 51.1
28.3 18.3
10.7 10.0 9.3 8.5 7.6 7.2 6.5 6.1 5.2
3.7 3.5 3.3 2.8 2.8 2.6 2.4 2.4 2.2 2.0 1.7
IBM Global Services/IBM Hewlett-Packard/HP
Accenture Capgemini
Oracle Deloitte
Microsoft Dell
PricewaterhouseCoopers/PwC SAP
CSC/Computer Sciences Corporation KPMG
TCS/Tata Consultancy Services Atos/Atos Origin
Logica EMC
Siemens Ernst & Young
Cognizant Technology Solutions Infosys Viglen
McKinsey Andersen
… Source: ITSMA, Professional Services and Solutions, 2011 Brand Tracking Study
www.itsma.com | BPS011AS | 5
ITSMA Brand Tracking Study 2011 Professional Services and Solutions
© 2011 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited.
Market positioning.
It is difficult for services providers to
break free of their heritage; it takes
consistent and persistent marketing.
Deloitte, KPMG, PwC, Accenture,
and Capgemini are strongly
perceived consulting providers
Wipro, TCS, HCL, CSC, and
Cognizant are pegged as
outsourcers
HP, IBM, and Infosys are seen as
technology services
providers
Infosys stands alone as the only
global India-based company not
seen primarily as an outsourcer
www.itsma.com | BPS011AS | 6
ITSMA Brand Tracking Study 2011 Professional Services and Solutions
© 2011 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited.
Brand attribute importance.
Buyers continue to choose the companies
who know them best and can get the job
done with the least amount of risk and cost.
Attribute Importance
6.5
6.4
6.3
6.3
6.2
6.0
6.0
5.8
5.8
5.6
5.4
4.5
4.4
3.5
Is a consistent and reliable provider of services
Understands your business needs and objectives
Is able to save you money while also adding value
Works collaboratively with you
Has experience and a proven track record
Is proactive in its approach to problem solving
Is flexible and adaptable
Is more of a trusted business partner than a vendor
Has business process expertise
Has deep knowledge of your industry or domain
Brings you new, relevant ideas to consider on a regular basis
Builds community among clients
Has a company culture that matches yours
Puts its employees first, customers second
When you and your company are selecting a consulting and technology services provider, how important is it that this vendor: Mean Rating (N~458)
Note: Mean rating based on a 7-point scale where 1=not at all important and 7=very important. Source: ITSMA, Professional Services and Solutions, 2011 Brand Tracking Study
www.itsma.com | BPS011AS | 7
ITSMA Brand Tracking Study 2011 Professional Services and Solutions
© 2011 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited.
Perceptions of services provider performance.
Companies with the best performance
on the brand attributes that matter
most to buyers include Deloitte, PwC,
Accenture, IBM, HP, and KPMG.
Among the Indian companies,
TCS is the top performer.
Tweet This!
Companies that
perform best on brand attributes that matter most to buyers include
Deloitte, PwC, Accenture, IBM, HP,
and KPMG. #psbrand11
www.itsma.com | BPS011AS | 8
ITSMA Brand Tracking Study 2011 Professional Services and Solutions
© 2011 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited.
Outsourcing trends.
Outsourcing is an area of opportunity for
services and solutions providers. More
than half the respondents think that
investing more in technology or business
process outsourcing and consulting better
prepares organizations for economic
fluctuations, and one-third plan to
increase spending on outsourcing.
Views of Outsourcing
Source: ITSMA, Professional Services and Solutions, 2011 Brand Tracking Study
Do you think that investing more in technology or business process outsourcing better prepares organizations for economic fluctuations? % of Respondents (N=460)
Yes 54%
No 40%
Don't Know
6%
www.itsma.com | BPS011AS | 9
ITSMA Brand Tracking Study 2011 Professional Services and Solutions
© 2011 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited.
Innovative Tools
ITSMA relies on several innovative tools to
help companies dig deeper into brand analysis
and increase the impact of their brand
research investments.
ITSMA’s Brand Equity Index
enables companies to construct a single overall
score that integrates a variety of critical brand
data points. The index allows companies to
track changes in the brand strength over time
in addition to making competitive
comparisons. Metrics incorporated in the
Brand Equity Index include unaided
awareness, aided awareness, preference,
familiarity, and favorability.
ITSMA’s Innovative Tools
Weight (%) Metric
Company A
Company B
Company C
Company D
30 Unaided awareness
36.8 10.0 16.8 5.6
10 Aided awareness
100.0 100.0 93.2 88.0
20 Top of mind 22.0 4.4 10.8 2.0
20 Familiarity 3.8 3.1 2.7 2.9
20 Favorability 3.7 3.8 3.4 3.7
BEI Score 55.5 41.6 40.8 37.0
ITSMA’s Brand Equity Index (BEI)
Source: ITSMA, 2011
www.itsma.com | BPS011AS | 10
ITSMA Brand Tracking Study 2011 Professional Services and Solutions
© 2011 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited.
Is able to save you money while also adding value
Is flexible and adaptable
Builds community, on- or offline, among clients to facilitate best practice sharing
Has a company culture that matches yours
Is a consistent and reliable provider of services
ITSMA’s Brand Investment
Matrix
maps the attributes clients or prospects consider
most important in a services provider against
their assessment of the way companies are
performing in those areas. Understanding
priorities helps a company construct specific
messages that resonate with the target audience
as well as focus marketing investments in the
most efficient manner.
Competitive Gap Analysis
compares a company’s strengths and weaknesses
relative to specific competitors.
Source: ITSMA, 2011
ITSMA’s Innovative Tools
Promote
A Is dependable
B Collaborates with clients
C Values openness/ honesty in all
D Is committed to … measurable business
E Mitigates risk [with] … formal quality
F Has expertise in your industry
G Has an established track record
Build & Emphasize
H Delivers results quickly
I Is easy to do business with
J Saves clients money
K Offers innovative and insightful ideas
Market Performance
Best-in-Class Performers
H
M J
Market Average
I
Promote
H L
A
N
CB
D FE
G
K O
Monitor Build & Emphasize
Maintain
ITSMA Brand Investment Matrix
Gap Analysis:
Company A vs. Company D
www.itsma.com | BPS011AS | 11
ITSMA Brand Tracking Study 2011 Professional Services and Solutions
© 2011 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited.
Study
Methodology Between August and October 2011, ITSMA completed telephone-based interviews in the US, the UK, France, Germany, Brazil, and Australia with 460 IT and business executives who either provide input into or authorize the purchase of IT professional services and solutions.
The interviews were designed to assess the brand awareness, market positioning, and brand attribute performance of the major industry services providers and explore key market drivers.
In addition, ITSMA conducted 25 qualitative interviews with buyers.
For the purposes of this study, ITSMA defines professional services as:
Technology and/or related business services
(such as consulting, systems integration or
implementation, or outsourcing) valued at
$100,000 or more.
Countries Represented % of Respondents (N=460)
Respondent
Perspective % of Respondents (N=460)
Role in Purchasing
Professional
Services
% of Respondents (N=460)
US 43%
UK 21%
France 11%
Germany 11%
Australia 7%
Brazil 7%
Source: ITSMA, Professional Services and Solutions, 2011 Brand Tracking Study
IT 59%
Business 41%
Have input 56%
Authorize spending (and have
input) 44%
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ITSMA Brand Tracking Study 2011 Professional Services and Solutions
© 2011 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited.
Study respondents all held director, vice president, or C-level positions and represented organizations in seven major industries with revenue or operating budgets ranging from $100 million to over $20 billion.
Respondent Titles % of Respondents (N=460)
Source: ITSMA, Professional Services and Solutions, 2011 Brand Tracking Study
Organization Size Annual Revenue % of Respondents (N=460)
Industry Sector % of Respondents (N=460)
45
12 15
28
Director VP/ Assistant VP/
Senior VP
General Manager/ President
CXO, such as CIO, CEO or
COO
15
20
14
15
15
12
11 Retail
Energy/Utilities
Healthcare
Government/Public Sector
Communications
Manufacturing
Financial Services
12
36
15 18
7 4
9
$100–299M
$300– 499M
$500–999M
$1– 4.9B
$5– 9.9B
$10–20B
>$20B
USD
38% with $1B or more in annual revenue
www.itsma.com | BPS011AS | 13
ITSMA Brand Tracking Study 2011 Professional Services and Solutions
© 2011 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited.
Table of Contents for Professional Services and Solutions, 2011 Brand Tracking Study
For More Information Julie Schwartz Senior Vice President Research and Thought Leadership ITSMA Email: [email protected] Phone: +1-781-862-8500, Ext. 112
Slide
Executive Summary 4
Study Overview 13
Study Methodology 13
Respondent Demographics 15
Brand Equity 20
Top-of-Mind Provider 21
Unaided Awareness 23
Aided Awareness 26
Familiarity 27
Favorability 29
Likelihood to Recommend 30
Brand Equity Index 31
Market Positioning 34
Leaders and Contenders 35
Market Positioning 36
Brand Attribute Performance 39
Brand Attribute Importance 40
The Best Firms by Attribute 45
Brand Attribute Performance 46
Outsourcing Trends 50
Technology Consulting and Services Attitudes 51
Outsourcing and the Economy 52
Consulting and the Economy 53
Buyer Behavior Trends: More Results from the Qualitative Interviews 54
Crosstabs
By Country
64
By Perspective 93
By Industry 120
By Size 150
By Region 177