Deloitte - Cutting the "Bull" With Bullfighter*



Case Code : CLCB016
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length : 04 Pages
Price : Rs. 100

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Key words:

Deloitte Touche Tohmatsu, Bullfighter, Viral marketing campaign, Business jargon, Straight Talk, Bleeding Edge, Bullwords, The New York Times, Buzz and California Academy of Tauromaquia


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The caselet deals with the development of the Bullfighter software, which helped to eliminate obscure language and business jargon from corporate communication. The software, which helped Deloitte to strengthen the company's image as a straight talking consultant, helped it to stand apart from competition. The software was downloaded in thousands and was successful in getting reviewed by leading publications across the globe.


How companies come out with innovative ways to differentiate themselves from the rest of the players in the market
How companies use business jargon to hide fraudulent behavior
How word-of-mouth and cause-related promotional campaigns bring in returns which are better than those of the traditional form of promotional campaigns


Deloitte Touche Tohmatsu (Deloitte), a firm offering audit, tax, consulting, and financial advisory services, had composite revenue of US$16.4 billion for the financial year 2004.

In the early 2000s, the company was struggling for awareness in the field of consulting. In order to create awareness about the consulting services offered by Deloitte, the company launched a viral marketing campaign based around a free software program named Bullfighter, which could be downloaded from the webpage of Deloitte's consulting unit...

Questions for Discussion:

1. How did Deloitte bring about an association of reliability with the Deloitte brand with the help of the Bullfighter software?
2. How did Deloitte use the power of involvement and repetition to create a buzz among the audience?