BY SAHIL SINGH

B2B Marketing

Jack Welch, CEO(1981 – 2001)

In 1981, Jack Welch was made CEO and in the 2 decades under his leadership, GE has been transformed from an American Manufacturer into a Global Services Giant.

In 1981, The company’s earnings were $12 Billion

In 2001, The company’s earnings were an astounding $280 Billion, whichis a phenomenal change in just 20 years.

Wide Range of Industries

GE Energy

GE Oil and Gas is present in all segments of the oil and gas value chain, including drilling, subsea and offshore, onshore, LNG, distributed gas, pipeline and storage, refinery and petrochemicals. 

GE Technology Infrastructure - Aviation

The division operated under the name of General Electric Aircraft Engines (GEAE) until September 2005. Ge also introduced Power by the Hour (more detail later in the presentation)

GE Technology Infrastructure – Healthcare

 The company provides medical imaging and information technologies, medical diagnostics, patient monitoring systems, drug discovery, bio pharmaceutical manufacturing technologies and performance solutions services.

GE Technology Infrastructure - Transportation

 The organization manufactures equipment for the railroad, marine, mining, drilling and energy generation industries. GE Transportation is the largest producer of diesel-electric locomotives for both freight and passenger applications in North America, believed to hold up to a 70% market share. It also produces related products, such as railroad

signaling equipment, & parts for locomotives and railroad cars, as well as providing repair services for other locomotives.

GE NBC (Network)

In 2003, Universal Studios' parent company, Vivendi Universal Entertainment, decided to sell an 80% stake to NBC's parent company, General Electric. The sale and resulting merger formed NBC Universal.

GE Consumer Products

GE also markets to consumers directly via appliances like refrigerators, microwaves, dishwashers, washers, water heaters, air conditioners, etc.

GE sells Lighting products as well.

GE Industrial Products

 It provides commercial lending and leasing, as well as a range of financial services for health care, media, communications, entertainment, consumers, real estate, and aviation. It has a number of divisions, including GE Capital Aviation Services, GE Energy Financial Services and GE Healthcare Equipment Finance.

Various Campaigns

Have “Imagination at Work”, “Ecomagination”, and “Healthymagination” successfully communicated GE’s focus on it’s newer endeavours? Why or why not?

Past Campaign: “We Bring Good Things to Life”

Screenshot of an oldGE dishwashing advertisement

Various Campaigns

Under Jeff Immelt, GE has introduced many campaigns such as

1. “Imagination at Work” (2003):

This campaign focusedon Innovation and NewTechnology.

Various Campaigns

2. “Ecomagination” (2005): Focused on Environment-friendly, Green Technology.

Various Campaigns

3. “Healthymagination” (2009):Focused on the aim to deliver high quality, low cost healthcare to more people around the world.

Vscan: A battery-powered ultrasound scanner

Jeffrey Immelt, CEO (2001 – present)

Under Jeff Immelt, GE has introduced many innovative marketing campaigns, which have successfully brought the many business units of GE under one brand.

Under his leadership, GE alsosurvived the recession of 2008 – 09, by selling off certain businesses such as NBC-Universal, and GE Real Estate.

Surviving the Recession of 2008 - 09

GE took very extreme steps during and following the recession:

After selling off majority control (51%) of NBC-Universal to Comcast in 2009, until 2013, since when NBC-Universal is now owned 100% by Comcast.

GE also decided to sell a bulk of GE Capital Real Estate assets, and further decided to scale back finance units.

GE’s B2B Marketing

Discuss the importance of B2B marketing and a strong B2B brand to General Electric.

While General Electric has consumer products, it is predominantly a B2B company with almost all of it’s other business units marketing to other businesses. It’s success comes as a result of many successful marketing campaigns as mentioned before. It is established as an innovative brand in the minds of the people, with it’s 124 years of experience.

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.

In Summary

Topics covered in the presentation:o BCEOs Jack Welch and Jeff Immelt.o Various Business Units of GE.o GE’s B2B Marketing.o GE’s recent Marketing Campaigns.o 2B and B2C Marketing Comparison.