General Electric

1. imagination at work
Photo credit: www.ge.com

2. Photo credits: http://www.ge-energyforourfuture.comp

4. GE is made up of five major divisions
• GE Energy
• GE Technology infrastructure
• GE Capital
• GE Consumer and industrial
• NBC commercial

5. Recognition and Ranking
6th largest firm in USA
14th most profitable firm in USA
Financial Times’s “World’s most respected company”
Brand equity worth of 48 billion $
5th Global Brand (Inter Brand)

7. The Answer is GE’s excellent
B-to-B marketing.

8. GE’s B2B Marketing campaigns
• 1950-1960: Progress is Our Most Important Product
• 1960 onward: “Progress for People” & “We bring Good things to Life”
• 2003: “imagination at work” focus on innovation and new technology
• 2005: Ecomagination

9. “Imagination at Work” campaign
“IDEAS ARE SCARY” Advertisement
highlighting innovation
“WHAT MY MOM DOES AT GE”
Advertisement highlighting
diversity of products
Photo credits : www.ge.com

11. Innovation and Understanding Customer
Needs
The idea of air taxis seemed crazy to most people at
GE aviation, but marketing showed why it wasn’t.

13. • Market leader
• Diverse portfolio
• A culture of innovation
• Strong Bargaining or negotiating power
GE’S STRENGTHS

14. Bargaining Power of
GE

16. Risk of Brand Tarnishing
•Product Failure
•Environment Pollution

18. Photo credits: