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GE has been successful in B2B marketing over the years through targeting a large business audience with a diverse array of products and services across its five major divisions. GE's revenues topped $161 billion in 2009 by selling products ranging from home appliances to jet engines. An example of GE's successful marketing is their "Power by the Hour" program for aircraft engines, where customers pay a fixed fee for maintenance with each use of the engine. The campaigns "Ecomagination" and "Healthymagination" have successfully communicated GE's focus on newer green technology and medical technology endeavors. "Ecomagination" highlighted GE's environmentally friendly technologies and "Healthymagination" emphasized their advances in medical technologies

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Sheryar Naeem
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232 views

Assignment

GE has been successful in B2B marketing over the years through targeting a large business audience with a diverse array of products and services across its five major divisions. GE's revenues topped $161 billion in 2009 by selling products ranging from home appliances to jet engines. An example of GE's successful marketing is their "Power by the Hour" program for aircraft engines, where customers pay a fixed fee for maintenance with each use of the engine. The campaigns "Ecomagination" and "Healthymagination" have successfully communicated GE's focus on newer green technology and medical technology endeavors. "Ecomagination" highlighted GE's environmentally friendly technologies and "Healthymagination" emphasized their advances in medical technologies

Uploaded by

Sheryar Naeem
Copyright
© © All Rights Reserved
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Assignment # 2

GE Case Study

Shaharyar Naeem

Section E

Q1) Discuss GE’s B-to-B marketing strategy. Why has the company been so successful over the years at
targeting such a large business audience?

B2B marketing is important because B2B market is huge and growing rapidly. Business organizations not
only sell, they also buy vast quantities. GE dropped its signature tagline from ‘We Bring Good Things to
Life’ to ‘Imagination at Work’ which shows that they started to focus more on innovation and new
technology. B2B marketing is critical to GE because General Electric is made up of five major divisions
that operate in a wide range of industries: Energy, Technology Infrastructure, GE Capital, NBC
Commercial and Consumer & Industrial. GE sells a diverse array of products and services from home
appliances to jet engines, security systems, wind turbines, and financial services. GE’s 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 Fortune200. An example of GE’s successful marketing can be seen in how they
price their aircraft engines: GE introduced “Power by The Hour” in 1999, seeing how an aircraft engines
are a multimillion expenditure, and how much service is required, to meet FAA guidelines, a fixed fee is
paid every time the engine is turned on, and GE takes care of the maintenance.

Q.2) Have “Ecomagination,” and “Healthy magination” successfully communicated GE’s focus on its
newer endeavors? Why or why not?

“Ecomagination,” which highlighted the company’s efforts to develop environmentally friendly “green”
technologies such as solar energy, lower-emission engines, and water purification technologies. Immelt
made some strategic restructuring decisions that helped the company survive the worldwide recession
of 2008 and 2009 and also helped shift it even more in the B2B direction. GE moved from 11 divisions to
5 and sold off some of its consumer-focused businesses, including 51 percent of NBC Universal. This shift
allowed GE to spend more resources on innovation, green initiatives, and its growing businesses such as
power generation, aviation, medical-imaging, and cell technologies.

“Healthymagination,” which communicated its advances in medical technologies around the world. GE’s
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. Consider its approach to pricing its aircraft engines. GE knows that purchasing an
aircraft engine is a multimillion-dollar expenditure, and one that doesn’t end with the purchase.

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