Marketing Plan for General Electric

2949 WordsFeb 2, 201012 Pages
Executive SummaryAccording to the National Fire Protection Association (NFPA, 2008), "cooking fires are the #1 cause of home fires and home fire injuries" resulting in hundreds of deaths and hundreds of millions of dollars of damage each year. With such troubling reports kitchen safety has become increasingly important to consumers. In order to demonstrate commitment to consumer safety General Electric is pleased to introduce its latest innovation in cooking products development - the GE Cook Alert. GE is committed into achieving leadership by developing global technical capabilities, increasing new product growth, and investing in global research. With today's competitive environment GE's commitment to quality is a top priority to the…show more content…
The second method will consist of survey research. This will be conducted in two ways. First, a massive mailing distribution will allow the marketing department to reach a large amount of people. These surveys will be used to reach as many people as possible. In spite of the low response rate this method typically provides marketing believes that it will yield beneficial data. The second survey will be conducted via the Internet by placing a banner and GE promotional "free giveaway sweepstakes" entry form on the Google homepage. This relatively new survey method is growing in popularity and allows GE marketing to reach a larger section of the consumer population. Target MarketThe GE Cook Alert is a specialty item that would be incorporated into GE's existing and upcoming line of household cooking ranges for a small additional charge. The sensor would appeal to residential homeowners currently using or considering the purchase of gas or electric range units. The target consumer falls within the middle to high income demographic and values safety in the home due to the presence of young children. This segment will be buying major appliances due to the starting of new careers, growing families, or upgrading of existing appliances within the household. Location of the target demographic is global; however, initial focus will begin primarily within the United
Open Document