Business to Business Marketing

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Analysing Marketing Issues for Hewitt Associates


Business-to-Business (B2B) marketing is a discipline in its own right and one of the fastest developing fields of marketing. A business-to-business marketing organisation focuses on relationship building and communication through marketing activities. Nowadays, focus of marketing has shifted from tangible things to intangibles things like skills, information and knowledge. Business-to-business marketers are emphasising on ongoing relationships and connectivity with the clients but some gaps can still be found. B2B organisations are drifting away from their main theme, quality that can be achieved with the help of value creation and proposition. Lack of internal marketing would cause lack of commitment within the employees which can be harmful to the organisation and may result in poor performance arising from inferior service offerings and higher costs. REASON FOR THE COMPANY AND ITS CHARACTERISTICS

I have chosen my previous company, Hewitt Associates Pvt. Ltd. to study the marketing frameworks as I have worked in the company for three years and am familiar with the operations of the company. Hewitt is one of the world’s leading HR consulting and outsourcing companies and has a simple mission – “Making the world a better place to work”. Hewitt has its branches in more than 30 countries with more than 23000 employees having a clear focus of delivering excellent customer service and measurable business results. Hewitt values its people, excellence, teamwork and integrity. Its main focuses are to keep clients first, create a rewarding experience, growth with intention and get lean. Hewitt helps its clients to create and manage their retirement programs, design and deliver health plans, find ways to reduce their HR costs. Hewitt has maintained very good client relationships which are based on innovation, reliability and results. Hewitt provides consultancy to its clients in the three main areas:

* Benefits – Control the risks associated with benefit programs and their potential impact on business performance and financial results. * Financial – Balance the potential and risks of benefit program investments and increase the speed and return on the complex transactions of clients. * Talent – Manage the potential of critical talent, executives, and next generation leaders, while minimising the retention and compliance risk of a global workforce.

In addition, it provides solution to the clients in the following areas:

* Benefits – Providing solutions for defined benefit, defined contribution, and health and welfare services. * HR BPO – Managing client’s employee data and administering benefits, payroll, and other HR processes as well as many talent and workforce management solutions. * Point solutions – Increasing employees’ productivity, containing health care costs, staying abreast and in sync with regulations, and enhancing the engagement of clients’ workforce. KEY MARKETING ISSUE AND ITS IMPORTANCE TO HEWITT ASSOCIATES

Hewitt has maintained its brand since years and has been rewarded for providing better service from its clients, but now it has started compromising on the value and the quality of its products in order to get the work done faster and before delivery dates. The focus is now shifting towards costs savings and product delivery rather than value creation. The brand image and the relationship with the clients can be affected sooner or later if the after effects are not taken into consideration at an early stage. Quality of the products is also getting affected due to lack of organizational learning like importance of the clients to the organisation, clients’ feedback for a particular product and the commitment of the organisation towards its clients. This leads to various issues within the organisation which are also hindering the effective implementation of...
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