4/1/2018 Marketing mix of General Electric - GE Marketing mix

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Marketing mix of General Electric – GE

Marketing mix
By Hitesh Bhasin December 28, 2017 in
Tagged With: Marketing mix articles

General Electric is popularly called GE and is a public limited company. This American company is a
multinational conglomerate and has its headquarters base in Fairfield, Connecticut. In January,
2016, a decision was reached to shift its corporate headquarters to Boston, but it will still take
some time to complete this move.

  Company was founded in year 1892 by four of its founders namely Edwin Houston, Elihu
Thomson, Charles Coffin and Thomas Edison. Currently it deals in various sectors like health,

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finance, pharmaceutical, software, automotive, etc. In year 2012 GE was fourth-largest in global
market and it has the honour of receiving Nobel Prize twice for its employees Irving Langmuir and
Ivar Giaever in years 1932 and 1973 respectively. Some of its competitors in world are as follows-

Page Contents [show]

CITIGROUP INC
ALSTOM
Siemens AG

Product in the Marketing mix of General

Electric

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General Electric prides themselves for operational excellence and driving rigor and hence their
products are a testimony to this fact. For providing best customer value they produce qualitative
products and enhanced services. Company also supports various important industries in global
market and its operations can be divided in business segments that include the following

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Capital finance of GE includes personal loans, credit cards, home loans, operating leases and
commercial loans
Technology division of GE includes monitoring equipment for patients, medical imaging,
medical diagnostics, jet engines, replacement parts of aircraft, card-accessing system, fire
CATEGORIES  BRAND ANALYSIS  NEWS FORUM CONTACT ME
detection and intrusion products
Products in relation to energy infrastructure include engine derivates of aircraft, systems
related to water purification, gas turbines and wind turbines
Company’s Universal Division enables operations of cable network and also has a hand in
producing motion pictures
Industrial and consumer division of General Electric includes gas and electric rangers, air
conditioners for residence, microwave ovens, washers and refrigerators, dryers, small
appliances, water heaters, cooktops and numerous accessories
Oil and gas division of company includes its processing, distribution drilling, logging, gas
liquefaction of LNG, surface well and flow control and sub-sea services
GE’s mining division includes mining in relation to water treatment, productivity solutions,
power distribution, power conversion, infrastructure, equipment and analytic software

In short, General electric has a presence everywhere. Where Reliance is in India with a presence in a
lot of sectors, similarly General electric has a massive presence in numerous sectors as well. And it
is performing well in all those sectors.

Place in the Marketing mix of General Electric

General Electric has adopted a lateral strategy for some of their products like energy and health
care. It has manufacturing plants, business offices and distributors in nearly every part of the world
for successful operations. It has its network in nearly one hundred and sixty countries and its

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subsidiaries in countries like Ontario, China, Mexico and Singapore. Its business projects are
distributed in numerous places like Africa, North Asia, Australia and Europe.

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In Russia General Electric has made major investments and it includes an equipment fleet that has
1,500 units. In Middle-east it has enabled growth of infrastructure resources like aviation, gas and
oil. It also has played an important part in building Indonesia’s infrastructure.  All its operations
follow a systematic distribution policy with efficient channelization that easily defines how a global
organisation should work with best results.

Price in the Marketing mix of General Electric

General Electric has always believed in quality products and their prices are significantly at a
reduced form and that is because they are endeavouring to reach as many consumers as possible.
They have decided to pursue different pricing policies for different products as they have a
portfolio of diversified services and products. Company has introduced a program titled Power by
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the Hour for its aircraft engines in recognition of its customer’s endeavours. It acknowledges that
with purchase, ability to lessen downtime through service initiatives and maintenance was also a
priority for a customer. In year 2004 General Electric had to raise its pricing policy for infrastructure
technology related to water and processing because of global economy.

It has surely adopted a premium policy for emerging technologies as it projects itself as a leader
who has to undertake various research and development projects. Health imagination initiatives
undertaken by General Electric include reducing prices at a considerable rate because of its
product-line pricing policy in medical diagnostics and imaging department to benefit consumers
for all time. GE has tried to follow a competitive pricing policy for consumer and household
products that will yield revenues but will also attract its customers with reasonable prices.
Company has tried its best with its numerous pricing policies based on various sub divisions so
that it does not lose loyalty of existing customers and can adapt to the market environment of
each sub division. Hence it has premium price in some cases and penetrative or competitive pricing
in others.

Promotion in the Marketing mix of General

Electric

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General Electric is a gigantic corporation that has its fingers in number of industries. It is a global
brand and has reached very high standards in terms of services, products, profits and especially
brand recognition. Its marketing division has taken special efforts with its promotional policies as it
has diversified interests and one has to take care of every segment so that the company can evolve
and grow as a whole. Innovative ideas and beautiful and timely presentation of them has
established the company at its present position at top. General Electric has a training package that
includes various business specific contents like education, leadership and experience about latest
technologies available in market. In year 2001, it appointed Responsys Inc for implementing
company’s email-marketing programs.

It also has a catchy slogan that is easily recognised we bring good things to life and defines it at its
best. GE has undertaken co-branding marketing policy for some products and Lateral-diversification
policy for products that do not have commercial synergies with present products but may find a

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base with new consumers. Various commercials are broadcasted on television and online
highlighting its products and providing relevant information to the interested parties.

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Home » Marketing mix articles » Marketing mix of General Electric – GE Marketing mix

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