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Shubham Choudhary
A B-to-bMARKETINGGIANT
•Founded in 1878 by Thomas Edison
•Became the acknowledged pioneer in B-to-B marketing in the 1950s and 1960s under the tagline
“ Progress is our most important product”
•Diversified its B-to-B product lines in 1970s and 1980s
•New Corporate Campaigns
“ PROGRESS FOR PEOPLE “ “WE BRING GOOD THINGS TO LIFE”
• To promote its diversified brand with a unified Global message, it launched
“IMAGINATION AT WORK”
•Highlighted its renewed focus on Innovation and new Technology
• In 2005, introduced the campaign
“ECOMAGINATION”•Highlighted company’s efforts in developing green technologies
• In 2006, launched “HEALTH CARE RE-IMAGINED” featuring GE health care products for detecting, preventing and curing diseases.
• To survive the
Recession of 2008 and 2009, GE moved from 11 divisions to 5
• Shifted more in B-to-B direction.
• Introduced “HEALTHYMAGINATION” to communicate its advances in medical technologies
FIVE MAJOR DIVISIONS
•ENERGY•TECHNOLOGY INFRASTRUCTURE•GE CAPITAL•NBC COMMERCIAL•CONSUMER AND INDUSTRIAL
IN TERMS OF
REVENUE, IF GE WAS A
COUNTRY, IT WOULD BE THE 50th LARGEST,
AHEAD OF KUWAIT, NEW ZEALAND AND
IRAQ
Largest revenue generator
HOWEVER, IT
HAS NOT BEEN ALL
ROSES FOR GE
CERTAIN TIMES, THEY
WEREN’T SEEN AS GLODEN
GOOSE OF INNOVATION
By 1984, GE produced more
parts for nuclear system in US than
any other company and
promoted nuclear weapons to the
government
In 1984, Kelle Louaillier started a campaign “CORPORATE ACCOUNTABILITY INTERNATIONAL” to stop GE from producing nuclear weapons
•By 1986, people started boycotting GE goods.• To defend its brand image, GE increased its advertising budget by 4 times.•By 1990, the campaign spread to Canada and western Europe and 4 million people had boycotted GE.
•In 1993, GE pulled out of Nuclear business.•By that time, it had lost 50 million $ in lost medical equipment sales
•
•The decision to let go of nuclear business helped save company its brand image and revenue.•GE started focusing on green technologies since then.•From 1996 to 2015, it has been in top 10 in Fortune top 100 companies.
So what changes did GE make to its business model that helped it recover ?
CREATIVE CONTENT
MARKETING
GE is not only positioning itself as a leader in generating innovative ideas, but they also manage to tug at viewers’ heart
strings.
Taking B2B blogging to a new level
The company’s blog features stories about moon
power, digital pathology, 3D printing done by hand and
other tech. This type of editorial content offers easily digestible material that gets
people excited about the future of technology and science
while forming an association with GE as a company.
Collaborating with
influencers
Collaborated with slo-mo guys to produce a series of videos showing everyday processes at the company
in slow motion, most of them have been viewed 500,000 times or more!
This shows a B2B company needn’t be boring. Its all a
game of marketing!
So, What was this presentation all about?•How GE grew rapidly till the 80s and its various campaigns•The trouble it faced due to indulgence in Nuclear business.•How it affected their revenue•The changes made in the business model
DISCLAIMERThis presentation was created by Shubham
Choudhary, ISM Dhanbad, during a marketing
internship under Prof. Sameer Mathur, IIM Lucknow.