b2b live project -...
TRANSCRIPT
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By- Akshpreet Narula
Anand Hemani
Ankit Singh
Harkamal Singh
Pallavi Jaiswal
Sandeep Singh Sandhu
B2B Live Project Submitted to:
Prof Rohitesh Gidwani
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Contents
1. RFP
2. COMPETITOR ANALYSIS
3. STP
4. PRODUCT OFFERINGS
5. MARKETING PLAN
6. BUYING CENTER
7. CONCLUSION
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Request for proposal
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History
Powering a century of light ( 1917)
Builds America’s first Jet Engine (1942)
Become leading commercial engine supplier (1971)
Built its first marine & industrial gas turbine (1958)
World’s most powerful Jet Engine (1995)
GE acquired Smiths Aerospace (2007)
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Product portfolio
Commercial engines = 4.9 Billion Dollar
Commercial engine service= 7.2 Billion dollar
Military engines and services= 3.7 Billion Dollar
System= 2.7 Billion Dollar
Business and General Aviation= 0.4 Billion Dollar
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Clients serviced
Commercial-
Armed forces-
International India
Malaysia’s Air Asia
Jet Airways
Scandinavian Airlines
Spice Jet
ANA Go Air
International India
Saudi Arabia Indian Navy P-81
Australia Indian Air force Tejas MK-1
USA Indian Air Force Tejas MK-2
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Financials
Revenue 2011 – 18.9 Billion dollar
CAGR revenue 7 %
Annual R&D and launch cost 1.4 billion dollar
Technology spend 4 billion dollar
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STP
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Primary Segmentation
We segment GE aviation in commercial aircraft and services.
CF6 TURBOFAN ENGINES (40K-70Klbs)- AIRBUS A300 SERIES, BOEING
(767,747), CX JAPANESE TRANSPORT.
CT7 ENGINES (1700-2800SHP)- SAAB 340 & CASA/IPTNCN 235
TO ALL THOSE WHO ARE IN NEED OF ALL
THESE ENGINES
ASIAN & AFRICAN MARKET
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GP7200 - derived from enhancements of GE90 core and the PW4000 low spool
heritage.
Is a refined derivative with an infusion of new, proven technologies
Alliance GP7200 incorporates advanced technologies from leading aircraft engine
manufacturers: GE Aviation and Pratt & Whitney.
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GEnx - GE's “ecomagination" product portfolio
GE’s business strategy to develop new, cost-effective
technologies that enhance customers' environmental and
operating performance.
Delivers 15 percent better specific fuel consumption.
Combustor - dramatically reduces NOx gases – 56% below
today's regulatory limits.
GEnx's emissions for other regulated gases - 94.5% below
current regulatory limits, ensuring clean compliance.
Power Boeing 787 Dreamliner
and the Boeing 747-8
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Commercial
Commercial engines power
aircraft in all categories
of range:
Short/medium
Intermediate
Long-range
Executive and
Regional aircraft.
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Targeting
Geographic :
- China
- Europe (Germany)
- India
- Brazil
- Turkey
Marine
Industrial
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Positioning Positioned : Gold standard
Customer centred
GE focuses on a “what to make for the markets”
approach instead of reverting to a “make and sell”
approach.
Key factors such as environment, health and resource
optimization play an important role. GE ensures that
these factors are carefully considered during product
development.
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…cont
New, breakthrough technology
Innovation
Impact day to day life
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Competitive analysis
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Competitive Landscape
MAJOR PLAYERS IN THE AVIATION MARKET.
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OVERVIEW GE Aviation is a top supplier of aircraft engines for a majority
of aircraft around the world. In terms of competitors, GE
Aviation only has two -- Rolls-Royce and Pratt & Whitney.
Commercially, it supplies engines for Boeing's 747-8 and
Boeing's new 787. For the government, it has built engines for
the F18/A Hornet, Super Hornet, engines for the Black Hawk
and Apache helicopters, as well as other military equipment.
This division of GE has come off a strong quarter whereby it
increased revenue by 2% and orders are up 18%. And the
future continues to look bright for this division.
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SALES IN MILLION $
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COMPARISON COMPANY PRODUCTS REVENU
E 2012 ($)
REVENUE 2011 ($)
GE AVIATION (PARENT COMPANY IS GE )
Turbofan, turboprop, and turboshaft engines for a variety of civil and military aircraft.
19.9bn 18.9bn
PRATT & WHITNEY (PARENT COMPANY IS UNITED TECHNOLOGIES CORP)
Turbofan and turboprop engines for a variety of civil and military aircraft.
14bn 13.4bn
ROLLS ROYCE Turbofan, turboprop, and turboshaft engines for a variety of civil and military aircraft
12.1bn 11.1bn
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JOINT VENTURES
COMPANY PARTNERSHIP AND OWNERSHIP PERCENTAGES
THE ENGINE ALLIANCE
GE AVIATION - 50% PRATT & WHITNEY - 50%
CFM GE AVIATION - 50% SNECMA MOTEURS – 50%
IAE ROLLS ROYCE – 32.5% PRATT & WHITNEY – 32.5% JAPANESE AERO ENGINE CORP – 23% MTU AERO ENGINES – 12%
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BOEING 777 ENGINE MARKET SHARE
GE AVIATION
ROLLS ROYCE
PRATT&WHITNEY
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FUTURE OUTLOOK
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Cont….
GE Backed orders worth $9bn adding to the $6bn deal already procured this year from united airlines.
The company also expects orders of 1000 engines worth $13bn.
On the other hand PW secured orders for 730 engines for EMBARER regional sales.
Also inked $1.4bn deals to supply 84 engines for Chile’s latam airline.
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Product offerings
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PRODUCT OFFERING
GE PRODUCES VARIETY OF ENGINES FOR
BUSINESS AND GENERAL
PURPOSE,MILITARY,COMMERCIAL AND MARINE.
TURBOJETS
HIGH AND LOW-BY PASS TURBOFANS
HIGH BY PASS TURBOFANS
TURBOPROPS/PROPFANS
TURBOSHAFTS
VEHICLE PROPULSION
INDUSTRIAL AERO-DERIVATIVE AND MARINE
PROPULSION
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SYSTEMS Air Traffic Optimization Services-GE's Air Traffic
Optimization Services is working with airlines, air
navigation service providers, aviation regulators and
airports to solve air traffic problems and make the way we
fly more efficient.
Avionic Systems-Aviation computing systems, controls and
interface systems, crew interface systems, navigation &
guidance systems, IVHM and mission systems.
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Mechanical Systems-Already a leading supplier of aerostructures,
nacelles, propellers, landing gear and aerial refueling systems, GE
Aviation's Systems business is investing in new technologies to
create the next generation of integrated mechanical systems for
civil and military applications around the world. This fresh
approach to systems integration helps customers increase
capability, improve functionality and lower costs of ownership.
Integrated Power Systems
By developing state-of-the-art technology, GE is creating
advanced energy management, including electric power
generation, control, distribution, conversion and storage. Our
integrated power systems deliver electric power efficiently and
robustly for military and civil customers.
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GE AVIATION SERVICES
ADVANCES IN ENGINE MAINTENANCE.
SERVICE SOLUTIONS
• FUEL
• DATA
• REPAIR
LIFE CYCLE SOLUTIONS
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ON POINT SOLUTIONS
Each OnPoint Solution is unique and draws on the breadth
and depth of GE Aviation’s overall experience and expertise
as they work collaboratively with the customer to arrive at
an ideal combination of products and services.
This approach also considers special needs, such as pricing
terms and payment structure. Flexible financing options
transfer risks from the customer to GE Aviation for reduced
financial and operational uncertainty. This can involve
everything from time on wing and cost per shop visit to
long-term cost of ownership, short-term cash flow risk or
lease return condition risk.
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ENGINE DATA COLLECTION GROWING
Types of Data Collected
•Engine temp, oil pressure, fuel flow, core speed.
•On-condition fault & excedance reports.
•Failure modes: e.g, blade distress, vibration.
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DIGITAL SOLUTIONS
Fleet planning
Asset tracking
during shop visit
Decision support
New & used material options & ordering
Technical insight
Engine performance
monitoring & alerts
Compliance
SB/AD availability &
incorporation status
Desktop access via web portal Mobile access via smart phone
NEW TOOLS WILL DELIVER SOLUTIONS THROUGH MULTIPLE CHANNELS .
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FUEL AND CARBON SOLUTIONS
Phase 1
• Gather airline data.
Phase 2
• Relate data and prioritize solutions.
Phase 3&4
• Deliver and verify savings.
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CONT….
Phase 3&4
Operational techniques, fuel planning Clear core engine wash, emisions
monitoring.
Phase 2
Relating performance and monitoring performance.
Flight planning, fuel conservation, fuel operations
Phase 1
Flight planning, fuel loads, flight data.
Engine operation and maintenance cost.
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Clear core engine wash systems.
GE Diagnostics
Wash requirement identified
GE Clear Core
Equipment or service
Complete effluent capture
GE Fuel and Carbon
Post wash tracking and quantification.
CREATING VALUE WITH ENHANCED OFFERINGS
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REPAIR TECHNOLOGY
CORE REPAIRING TECHNOLOGIES
INSPECTION
JOINING
SPECIALIZED
WELDING
COATING
METAL ADDITION
ADVANCE MATERIAL
CLEANING
GE INVESTS MORE THAN $100MN IN REPAIR DEVELOPMENTS
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Marketing
communication plan
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Social Media Content
They have 16K followers on Twitter and 4,000 Facebook fans.
What they do well
They give their followers a nickname as "AVgeeks."
They share content other than their own
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The Producer: Mark Begor, GE Capital’s real estate business produces a weekly 5-10 minute video for his division.
The Distributor: Louraine Bolsinger, VP and GM of GE Aviation Began blogging a few years ago; developed a 360 blog where all her direct reports blog with her; 12 regular contributors
GE have attractive and catchy videos and website to convey there messages on various websites.
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Over 100 years of brand building
2003 imagination at work
1980s+ We Bring Good Things to Life
1970s Progress for People Men Helping Man
1960s+ Progress is Our Most Important Product
1950s We’ve Got A Patent on Progress
1940s You Can Put Your Confidence in General Electric
1930s+ Live Better Electrically
1920s Initials of a Friend…GE
1915 Largest Electrical Manufacturer in the World
1912 The Guarantee of Excellence on Goods Electrical
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GE Campaign and promotion
In 2003 GE launched a major new campaign, "imagination at work.
The campaign promoted GE's B2B units such as GE Aircraft Engines, GE Medical Systems, and GE Plastics. The goal was to unify these divisions under the GE brand while giving them a voice.
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GE Partners With Buzz Feed for B-to-B Native promote GE's presence at the Paris Air Show. The campaign includes
sponsored posts such as the article "16 Amazing Things You'll See at an Air Show"
the custom video "Incredible Flight Discoveries That You Didn't Know About.“
A new computer game-like way of navigating the site, called "Flight Mode,“
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In addition to a weeklong industry event that ended Sunday, the campaign touted the new GE 90 turbofan.
GE works campaign “Every 2 seconds, a GE-powered aircraft takes off. “
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Decision making Unit
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DMU
INITIATORS
GATEKEEPERS
BUYERS
DECIDER
USERS
INFLUNCERS
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ASSUMPTIONS India Takes Flight: GE Aviation partners with Jet
Airways.
With thousands of GE engines installed on the global fleet of commercial, business and general aviation aircraft, GE is helping power the aircraft that are moving India. There are over 450 engines in service across India using GE technology and another 200 on order with local Indian carriers.
GE engines set the industry standard for fuel efficiency, reliability and outstanding service. India's commercial airline fleet is expected to grow quad-fold in the next two decades and GE Aviation is poised to meet the challenge of that rapid growth.
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DMU TEAM OF GE-Aviation. Initiator: Executive Director
Users: Employees and Owners
Buyer/ Gatekeepers : Purchase Manager/Production manager
Influencers: Packaging team
Deciders: Sales team & Marketing team
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Conclusion
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Conclusion-
Source: Boeing, Current market outlook
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India & China lead the global market in traffic growth
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HOW GE CONCLUDE
Great GE business that invests and delivers
Winning products on winning airplanes
Unprecedented installed base … and growing
Continuous investment across the portfolio
GE commitment to technology leadership
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THANK YOU