Gener

By Arunav Shandeelya IIIT Bhubaneswar

B2B Marketing

1

2

History

Thomas Edison founded the Edison Electric LightCompany in 1878.The Company which soon changed its name to GeneralElectric(GE),became an early pioneer in light bulbs, andElectrical appliances and serves the electrical needs of Various industries.

General Electric serves many electrical needs of various industries such as:

Although GE doesnt have a exact mission ,statement it operates under main values:Value: Imagine, Build, Lead, Solve four bold word what is to be part of GE.

Vision- We brings Good things to life - Power by the hour Vision and Mission

GE: Broadcasting

World Largest Producers of Solar Panels.GE OR NOT GE ?

8

The More valuable portfolio

+ Great Infrastructure franchise every business embedded with & adds to GE capability ... capitalizing on the big economic themes+ Outperforming competition while expanding margins & returns+ Smaller Financial Services that has competitive advantage & is capital efficient

Threats for new entrantsTough for new entrantsAll GE companies are very large scale economies which are different to break into

GE: Porters Forces

Q.1) Discuss GEs B-to-B marketing strategy. Why has the company been so successful over the year at targeting such a large business audience?

Sol: B2B marketing is critical to GE because General Electric (GE) is made up of five major divisions that operate in a wide range of industries: Energy (Energy, Oil & Gas, Water and Process Technologies), Technology Infrastructure (Aviation, Enterprise Solutions, Healthcare, Transportation), GE Capital (Commercial Lending & Leasing, Consumer Financing, Energy Financial Services, GE Capital Aviation Services, Real Estate Financing), NBC Commercial (Cable, Film, Networks, Parks & Resorts), and Consumer & Industrial (Appliances, Consumer Electronics, Electrical Distribution, Lighting). GE sells a diverse array of products and services from home appliances to jet engines, security systems, wind turbines, and financial services. GEs revenues topped $161 billion in 2009, making it so large that if each of its five business units were ranked separately, they all would appear in the Fortune 200.

Q.2)Have Imagination at Work, Ecomagination, and Healthymagination successfully communicated GEs focus on its newer endeavors? Why or why not?

Ans:Imagination at Work, which highlighted its renewed focus on innovation and new technology. The award-winning campaign promoted units such as GE Aircraft Engines, GE Medical Systems, and GE Plastics, focusing on the breadth of GEs product offerings. GE initially spent over $150 million on corporate advertising, a significant expenditure but one that created efficiencies by focusing on the core GE brand. The goal was to unify these divisions under the GE brand while giving them a voice. When youre a company like ours, with 11 different businesses, brand is really important in pulling the identity of the company together, said former Chief Marketing Officer Beth Comstock. Integration was important in communicating the brand across the organization and to all of our constituents. GEs recent corporate campaigns have united its business units, but its success rests on its ability to understand the business market and the business buying process, putting itself in the shoes of its business customers.

Summary1)Introduction: The History

2) General Electric Industries

3)Vision and Mission

4)Ecomagination

5)Broadcasting :Social and Media Relationship

6)GE: Shift in Culture

7)Interaction with the Environment

8)Focuses

These slides was created by Arunav Pratap Shandeelya,IIIT Bhubaneswar As part of Marketing Internship under Sameer MathurDisclaimer

21