They conduct different campaigns specifically designed for these industries. On the one hand, the company needs to address specific strengths and weaknesses in these different products and use them in their advertising and awareness campaigns. This will help to create brand awareness in the B-to-B market. On the other hand, GE has to unite these different industries under one company name and a logo. It is important for smooth operating of the company. Command and control operations of the company can also be very inconvenient if the different industries grew independent from core-company. Therefore developing a brand name under which all the sub-departments and industries can unite and recognized is particularly important to GE.Purpose of launching “imagination at work” was to highlight GE’s focus on innovation and new technology. Survey results after launching this new campaign showed that GE was now recognized as a high-tech, contemporary and innovative company. Therefore tagline has successfully communicated GE’s focus to the customers. Similarly “Ecomagination” focused on environment-friendly technologies such as solar power, lower emission engines, and water purification systems while “Healthymagination” focused on advances in medical technologies in the world. Customer Research Strategy of Pfizer, Inc.
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