B2B Live Project Submitted to: Prof Rohitesh Gidwani By- Akshpreet Narula Anand Hemani Ankit Singh Harkamal Singh Pallavi Jaiswal Sandeep Singh Sandhu
Contents 1. RFP 2. COMPETITOR ANALYSIS 3. STP 4. PRODUCT OFFERINGS 5. MARKETING PLAN 6. BUYING CENTER 7. CONCLUSION
Request for proposal
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)
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
Clients serviced International India Malaysia s Commercial- Air Jet Airways Asia Scandinavian Airlines ANA Spice Jet Go Air International India Armed Saudi Arabia forces- Indian Navy P- 81 Australia USA Indian Air force Tejas MK-1 Indian Air Force Tejas MK-2
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
STP
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. TO ALL THOSE WHO ARE IN NEED OF ALL THESE ENGINES CT7 ENGINES (1700-2800SHP)- SAAB 340 & CASA/IPTNCN 235 ASIAN & AFRICAN MARKET
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.
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
Commercial Commercial engines power aircraft in all categories of range: Short/medium Intermediate Long-range Executive and Regional aircraft.
Targeting Geographic : - China - Europe (Germany) - India - Brazil - Turkey Marine Industrial
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.
cont New, breakthrough technology Innovation Impact day to day life
Competitive analysis
Competitive Landscape MAJOR PLAYERS IN THE AVIATION MARKET.
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.
SALES IN MILLION $
COMPARISON COMPANY PRODUCTS REVENU E 2012 ($) GE AVIATION (PARENT COMPANY IS GE ) Turbofan, turboprop, and turboshaft engines for a variety of civil and military aircraft. 19.9bn REVENUE 2011 ($) 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
JOINT VENTURES COMPANY PARTNERSHIP AND OWNERSHIP PERCENTAGES THE ALLIANCE ENGINE 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%
BOEING 777 ENGINE MARKET SHARE GE AVIATION ROLLS ROYCE PRATT&WHITNE Y
FUTURE OUTLOOK
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.
Product offerings
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
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.
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.
GE AVIATION SERVICES ADVANCES IN ENGINE MAINTENANCE. SERVICE SOLUTIONS FUEL DATA REPAIR LIFE CYCLE SOLUTIONS
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.
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.
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.
FUEL AND CARBON SOLUTIONS Phase 1 Gather airline data. Phase 2 Relate data and prioritize solutions. Phase 3&4 Deliver and verify savings.
CONT. Phase 1 Flight planning, fuel loads, flight data. Engine operation and maintenance cost. Phase 2 Relating performance and monitoring performance. Flight planning, fuel conservation, fuel operations Phase 3&4 Operational techniques, fuel planning Clear core engine wash, emisions monitoring.
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
REPAIR TECHNOLOGY JOINING CORE REPAIRING TECHNOLOGIES CLEANING INSPECTION SPECIALIZED WELDING ADVANCE MATERIAL COATING METAL ADDITION GE INVESTS MORE THAN $100MN IN REPAIR DEVELOPMENTS
Marketing communication plan
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
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.
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
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.
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,
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.
Decision making Unit
INITIATORS INFLUNCERS GATEKEEPERS DM U USERS BUYERS DECIDER
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.
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
Conclusion
Conclusion- Source: Boeing, Current market outlook
India & China lead the global market in traffic growth
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
THANK YOU