Description
The explains the marketing mix and marketing strategies adopted by GE.
SJMSOM – MG712 Group Presentation – Group 6
Presentation : General Electric
Table of Contents
• History of GE • GE Today • Marketing Mix
SJMSOM – MG712 Group Presentation – Group 6
• Marketing Strategy • Vulnerability • Recommendation
SJMSOM – MG712 Group Presentation – Group 6
History of GE
It all started with the flicker of a light bulb and soon enough GE was off and running…
1998, Revenue surpasses $ 100 b
SJMSOM – MG712 Group Presentation – Group 6
1919 , founded Radio Corporation India(RCA) 1960s they became the 1st conglomerate
2010, World’s 2nd largest company, 4th in brand equity
1892, merger with Thomson-Houston Electric Company created GE
1896, listed on the newly formed Dow Jones Industrial Average
1878, Thomas A. Edison established Edison Electric Light Company
This is GE
Operating in 100+countries … 130+ years … 300,000+ employees worldwide … 2009 Revenue US$157B
Energy Infrastructure
Technology Infrastructure NBC Universal Capital Finance Home & business Solution
SJMSOM – MG712 Group Presentation – Group 6
• Energy Services • Oil and Gas • Power and Water
• Aviation • Healthcare • Transportation
• • • • •
• Network Stations Entertainment Universal Sports/Olympics
• Capital Aviation Services • Energy Financial Services • Real Estate
• Appliances and Lightning • Intelligent platform
Taglines and Logos
• “Live better electrically” • “Progress for people” • “We bring good things to life”
SJMSOM – MG712 Group Presentation – Group 6
• “Imagination at work”
"GE does not have a mission statement, per se, but its operating philosophy and business objectives are clearly articulated each year in the Letter to Shareowners, Employees and Customers in the Annual Report.."
What we do
SJMSOM – MG712 Group Presentation – Group 6
How we work
Passionate Curious Resourceful Accountable Teamwork Committed Open Energized
The Marketing Mix
Products Key emphasis on improving the quality of the product and value delivered to the customer
SJMSOM – MG712 Group Presentation – Group 6
Price
GE also keeps offering discounts and sales promotional offers for increasing its customer base.
Introduced a “Power by the Hour” program for its aircraft engines, offering maintenance and services GE’s “Healthtmagination” initiative involves the reduction of prices in its medical imaging and diagnostics business
There motive is to provide products which offer best value preposition
They operate 24*7 to provide efficient and prompt service to their clients
The Marketing Mix
Place An ambitious growth plan to increase its reach to the consumers, they have increased their business to 160 countries General Electric has global business projects including Southeast Asia, Northern Asia, Australia/New Zealand, Africa, Latin America and Europe GE has subsidiaries located in Singapore, Mexico, Munich, China and Ontario Canada Promotion GE has a state of art website for promoting their products and conveying their benefits to the consumers GE’s slogan “we bring good things to life’ is among the most recognizable in the world General Electric has used co-branding to market its products, including Culligan, Calphalon and Lenox
SJMSOM – MG712 Group Presentation – Group 6
Marketing Strategies
Internal Customers : Employees & partners in business
SJMSOM – MG712 Group Presentation – Group 6
• GE highly values its internal customers i.e. its employees and compensates them appropriately • The Company considers its suppliers as apart of their system and facilitate them by providing them technical, financial and business related support
Marketing Strategies
GE has a major thrust on relationship marketing. It adopts this strategy for retaining its major consumers
SJMSOM – MG712 Group Presentation – Group 6
Customer service is very core in GE, GE follows it religiously
A recent strategy adopted by GE is offering financial services to the customers who didn’t have enough money
By analyzing the needs of customers GE is able to invent new modalities, which produces the required satisfaction amongst the customers.
GE has high emphasis on competitive prices, correct transaction processing, on time delivery and performance
ecomagination : Committed to Deliver
1. Increase R&D investment from US$700M to US$1.5B by 2010
Grow revenues to US$20B by 2010 by delivering customer Improve our energy efficiency and lower our GHG emissions
2. value 3.
SJMSOM – MG712 Group Presentation – Group 6
4. Keep the public informed on progress
Customer Value
Operating Performance
• Lower Electricity Usage • Improved Fuel Consumption • Increased Efficiency • Economical Maintenance
+
Environmental Performance
• Reduced emissions – NOx, SOx, Hg and CO2 • Zero Emissions (Renewable Power) • Reduced Mercury Content (Lighting)
Vulnerability
• Corruption & lobbying (Pentagon & Israel cases)
• 4thlargest air & water polluters which is threat for their brand name
SJMSOM – MG712 Group Presentation – Group 6
• Rising commodity prices & increasing inflation rate
• Piracy issue for NBC UNIVERSAL
Vulnerability
High exposure to financial markets
Underperformance in growing economies
SJMSOM – MG712 Group Presentation – Group 6
Global currency fluctuation
Brand equity is at stake due to operations in diverse sectors
Recommendations
• Collaborate with local companies in international market • Use of print & electronic media for spreading awareness in international markets • GE should utilize the power of social media in best possible way • Parallel to corporate advertisements GE should also focus on B2C advertising • The media arm of GE – “NBC-Universal” should collaborate with local media groups in order to advertise GE • Undertake CSR activities in targeted economies to improve its local brand image
SJMSOM – MG712 Group Presentation – Group 6
References
SJMSOM – MG712 Group Presentation – Group 6
• http://marketingteacher.com/case-study/general-electric-case-study.html • http://ahundredmilesanhour.blogspot.com/2010/11/b2b-marketing-casestudy-ge.html • http://barbradozier.wordpress.com/2010/02/18/a-report-on-theinternational-marketing-strategies-used-by-ge-company/ • http://www.ge.com
SJMSOM – MG712 Group Presentation – Group 6
Thank You!!!
SJMSOM – MG712 Group Presentation – Group 6
???
doc_501663786.pptx
The explains the marketing mix and marketing strategies adopted by GE.
SJMSOM – MG712 Group Presentation – Group 6
Presentation : General Electric
Table of Contents
• History of GE • GE Today • Marketing Mix
SJMSOM – MG712 Group Presentation – Group 6
• Marketing Strategy • Vulnerability • Recommendation
SJMSOM – MG712 Group Presentation – Group 6
History of GE
It all started with the flicker of a light bulb and soon enough GE was off and running…
1998, Revenue surpasses $ 100 b
SJMSOM – MG712 Group Presentation – Group 6
1919 , founded Radio Corporation India(RCA) 1960s they became the 1st conglomerate
2010, World’s 2nd largest company, 4th in brand equity
1892, merger with Thomson-Houston Electric Company created GE
1896, listed on the newly formed Dow Jones Industrial Average
1878, Thomas A. Edison established Edison Electric Light Company
This is GE
Operating in 100+countries … 130+ years … 300,000+ employees worldwide … 2009 Revenue US$157B
Energy Infrastructure
Technology Infrastructure NBC Universal Capital Finance Home & business Solution
SJMSOM – MG712 Group Presentation – Group 6
• Energy Services • Oil and Gas • Power and Water
• Aviation • Healthcare • Transportation
• • • • •
• Network Stations Entertainment Universal Sports/Olympics
• Capital Aviation Services • Energy Financial Services • Real Estate
• Appliances and Lightning • Intelligent platform
Taglines and Logos
• “Live better electrically” • “Progress for people” • “We bring good things to life”
SJMSOM – MG712 Group Presentation – Group 6
• “Imagination at work”
"GE does not have a mission statement, per se, but its operating philosophy and business objectives are clearly articulated each year in the Letter to Shareowners, Employees and Customers in the Annual Report.."
What we do
SJMSOM – MG712 Group Presentation – Group 6
How we work
Passionate Curious Resourceful Accountable Teamwork Committed Open Energized
The Marketing Mix
Products Key emphasis on improving the quality of the product and value delivered to the customer
SJMSOM – MG712 Group Presentation – Group 6
Price
GE also keeps offering discounts and sales promotional offers for increasing its customer base.
Introduced a “Power by the Hour” program for its aircraft engines, offering maintenance and services GE’s “Healthtmagination” initiative involves the reduction of prices in its medical imaging and diagnostics business
There motive is to provide products which offer best value preposition
They operate 24*7 to provide efficient and prompt service to their clients
The Marketing Mix
Place An ambitious growth plan to increase its reach to the consumers, they have increased their business to 160 countries General Electric has global business projects including Southeast Asia, Northern Asia, Australia/New Zealand, Africa, Latin America and Europe GE has subsidiaries located in Singapore, Mexico, Munich, China and Ontario Canada Promotion GE has a state of art website for promoting their products and conveying their benefits to the consumers GE’s slogan “we bring good things to life’ is among the most recognizable in the world General Electric has used co-branding to market its products, including Culligan, Calphalon and Lenox
SJMSOM – MG712 Group Presentation – Group 6
Marketing Strategies
Internal Customers : Employees & partners in business
SJMSOM – MG712 Group Presentation – Group 6
• GE highly values its internal customers i.e. its employees and compensates them appropriately • The Company considers its suppliers as apart of their system and facilitate them by providing them technical, financial and business related support
Marketing Strategies
GE has a major thrust on relationship marketing. It adopts this strategy for retaining its major consumers
SJMSOM – MG712 Group Presentation – Group 6
Customer service is very core in GE, GE follows it religiously
A recent strategy adopted by GE is offering financial services to the customers who didn’t have enough money
By analyzing the needs of customers GE is able to invent new modalities, which produces the required satisfaction amongst the customers.
GE has high emphasis on competitive prices, correct transaction processing, on time delivery and performance
ecomagination : Committed to Deliver
1. Increase R&D investment from US$700M to US$1.5B by 2010
Grow revenues to US$20B by 2010 by delivering customer Improve our energy efficiency and lower our GHG emissions
2. value 3.
SJMSOM – MG712 Group Presentation – Group 6
4. Keep the public informed on progress
Customer Value
Operating Performance
• Lower Electricity Usage • Improved Fuel Consumption • Increased Efficiency • Economical Maintenance
+
Environmental Performance
• Reduced emissions – NOx, SOx, Hg and CO2 • Zero Emissions (Renewable Power) • Reduced Mercury Content (Lighting)
Vulnerability
• Corruption & lobbying (Pentagon & Israel cases)
• 4thlargest air & water polluters which is threat for their brand name
SJMSOM – MG712 Group Presentation – Group 6
• Rising commodity prices & increasing inflation rate
• Piracy issue for NBC UNIVERSAL
Vulnerability
High exposure to financial markets
Underperformance in growing economies
SJMSOM – MG712 Group Presentation – Group 6
Global currency fluctuation
Brand equity is at stake due to operations in diverse sectors
Recommendations
• Collaborate with local companies in international market • Use of print & electronic media for spreading awareness in international markets • GE should utilize the power of social media in best possible way • Parallel to corporate advertisements GE should also focus on B2C advertising • The media arm of GE – “NBC-Universal” should collaborate with local media groups in order to advertise GE • Undertake CSR activities in targeted economies to improve its local brand image
SJMSOM – MG712 Group Presentation – Group 6
References
SJMSOM – MG712 Group Presentation – Group 6
• http://marketingteacher.com/case-study/general-electric-case-study.html • http://ahundredmilesanhour.blogspot.com/2010/11/b2b-marketing-casestudy-ge.html • http://barbradozier.wordpress.com/2010/02/18/a-report-on-theinternational-marketing-strategies-used-by-ge-company/ • http://www.ge.com
SJMSOM – MG712 Group Presentation – Group 6
Thank You!!!
SJMSOM – MG712 Group Presentation – Group 6
???
doc_501663786.pptx