Discusses the importance of b-to-b marketting and a strong b-to-b brand to ge. It also discusses if the campaigns of ge have successfully communicated ge's focus on its new endeavors.

1. GENERAL ELECTRIC
IMAGINATION AT WORK

2. ABOUT GE......
 GE is building the world by providing capital,
expertise and infrastructure for a global economy.
 GE Capital has provided billions in financing so
businesses can build and grow their operations and
consumers can build their financial futures.
 GE builds appliances, lighting,
power systems and other products that help millions of
homes, offices, factories and retail facilities around the
world work better.

3. GE operates in five major
divisions
 ENERGY(energy, oil and gas, water and process
technologies)
 TECHNOLOGY
INFRASTRUCTURE(aviation,enterprise
solutions, healthcare, transportation)
 GE CAPITAL(commercial lending and leasing,
consumer financing, energy financial services,
GE capital aviation cervices, real estate
financing)
 NBC COMMERCIAL(cable , films, networks,
parks, resorts)
 CONSUMER AND INDUSTRIAL(Appliances,

5. B2B (business-to-business) marketing is marketing of
products to businesses or other organizations for use in
production of goods, for use in general business operations
(such as office supplies), or for resale to other consumers,
such as a wholesaler selling to a retailer.
B2B differ from consumer markets by having fewer larger
buyers, a closer customer supplier relationship, and more
geographically concentrated buyers.
Demand in business markets arises due to the demands in
the consumer markets.

6. IMPORTANCE of B-to-B
MARKETING
 Brands drive profits : B-to-B companies with
brands that are perceived as strong generate a
higher EBIT margin than others.
 Brands have a strong influence on purchase
decisions : Like consumers, professional buyers use
the vendor’s reputation as a short cut that reduces risk
and simplifies the evaluation process.In fact, our survey
found that B-to-B purchasing decision makers consider
the brand as a central rather than a marginal element of
a supplier’s value proposition. Our survey found that
decision makers say that brand is almost as important as
the efforts of sales teams in encouraging them to make
out a purchase order. In the US, for example, brands are
seen as having an 18% share in the purchasing decision,

7. Companies are missing the brand message : Most B2B
communications campaigns do not focus on those
elements that their customers care most about. Our
research shows that while B-to-B suppliers focus their
messages on corporate social responsibility, sustainability,
and global reach, their customers care most about their
honesty, responsibility across the supply chain, and level
of specialized expertise. This disconnect may be partly
because of a lack of confidence in the strength of the
brand’s value proposition. Refocusing on the issues their
target customers care about most is critical if B-to-B want
Cont.

8. There are four key factors that make
business-to-business markets
special and different to consumer
markets:
 The decision making unit is far more complex in
business-to-business markets than in consumer
markets
 Business-to-business products and their applications
are more complex than consumer products
 Business-to-business marketers address a much
smaller number of customers who are very much
larger in their consumption of products than is the
case in consumer markets
 Personal relationships are of critical importance in
business-to-business markets.

9. Importance of B-to-B brand to GE
 The key to get success is to understand the business
market and the business buying process. Actually the
Business to Business marketing played a decisive fac
tor in the success processes of GE by different metho
ds. First of all, GE operated a marketing planning. It w
as very important to get a high and large marketing pl
an to meet the demands. For example, GE used betw
een 1950’s and 1960’s this slogan: “Progress Is Our
Most Important Product”. By using this tagline, GE be
came “the acknowledged pioneer in business-to-
business marketing”. Then, GE diversified its busines
s to business product lines in the 1970’s and 1980’s a
nd launched new advertising to communicate its new
concepts. GE knew the importance of a great leaders

10. Cont.
 GE used a new strategy based on “unified global
message” in 2003. The main idea was to show a
unique message for a variety of divisions in this br
and by delivering a voice.

11. Strong B-to-B brand to GE
 For GE, Vine is a way to build brand awareness,
according to Katrina Craigwell, GE’s head of
global digital programming.
 “The R&D we do around the world is the
foundation of our ability to build the next
generation of industrial technology, but it’s not
necessarily something people know about us,”
Craigwell says. “We want to get more of that story

12. Contd.
 One of GE’s first Vines showed viewers a stop-motion
video featuring a kaleidoscopic chemical reaction,
which happens when you combine food coloring, milk
and dish soap, then tap the mixture with a cotton
swab. The video was so popular that GE developed
an entire campaign around it, encouraging viewers to
create their own science experiments on Vine with the
hashtag #6SecondScience. GE received more than
600 video submissions with the hashtag, and its
success helped GE attract more than 103,000 Vine
followers.
 “GE does a great job of producing Vines that are very
characteristic of who they are,” Walls says. “They
create a lot of content that doesn’t necessarily sell
their products; instead, it makes a statement about
what the company stands for.”

13. HAS GE CAMPAINGNS
SUCCESSFULLY
COMMUNICATED GE’s FOCUS
ON ITS ENDEAVORS??

14. Imagination at work
 “Imagination at work” is the rebranded tagline of
GE. It mainly emphasises on
"Our initial goals," explains Andreas
Combuechen, chief creative officer at BBDO,
"were to spark a new association between GE
and technological innovation, to reinforce that
association for a new generation, and make
people aware of the range of that commitment."

15. Ecomagination is GE’s growth strategy to enhance
resource productivity and reduce environmental impact at
a global scale through commercial solutions for our
customers and through our own operations. As a part of
this strategy, we are investing in cleaner technology and
business innovation, developing solutions to enable
economic growth while avoiding emissions and reducing
water consumption, committing to reduce the
environmental impact in our own operations, and
developing strategic partnerships to solve some of the

16. HEALTHYMAGINATIO
N

17. HEALTHYMAGINATIO
N TOP FIVE
1. INNOVATIVE APPROACHES FOR IDENTIFYING
AND PREVENTING BRAIN SURGERY

18. 2 . IT TAKES A CITY : HEALTHCARE PARTERSHIP IN
CINCINATI OFFERS SOLUTION TO RISING MEDICAL COSTS.
3. TESTING THE WATER: RAINDANCE IS STALKING CANCER
DROP BY DROP

19. 4. HEALTHY IMAGINATION IS EQUAL TO
HEALTHIER LIVES
5. FAMILY MATTERS: GE TECHNOLOGY HELPS
HEALTHCARE PROVIDERS IN AFRICA

20. CONCLUSION:
 I believe that these have successfully communicated GE’s focus
on newerendeavours.
 Not only are they taking steps in actual product and service
innovation,but they could be on the verge of creating new trends
in markets with these coinedphases.
 K-W-L
 1.L – a marketing information system (MIS) consists of people,
equipment, and proceduresto gather, sort, analyze, evaluate,
and distribute needed, timely, and accurateinformation to
marketing decision makers.
 2.K – a company’s MIS should be a cross between what
managers think they need, whatthey really need, and what is
economically feasible.
 3.L – internal records and marketing intelligence are used by
managers to identifyimportant opportunities and potential
problems. This dependence on information isreliant on reports
from orders, sales, process, costs, inventory levels,
receivables,payables, and so on.

21. CREATED BY GOMATHY R, SVCE CHENNAI,
DURING A MARKETTING INTERNSHIP
UNDER THE
GUIDANCE OF PROF.SAMEER MATHUR,IIM
LUCKNOW.
www.IIMinternship.com