GE homeowrk

GE homeowrk - Mike Vontobel Intro to Marketing Professor...

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Mike Vontobel Intro to Marketing Professor McGinnis March 26, 2008 GE: Homework #3 1) Fred Albano suggested that GE use individual branding instead of line/brand extension. Albano suggested GE use individual branding because consumers want the high level brands such as Viking and Sub-Zero. So, if GE takes its name off the Monogram line then people can see the product as a new company who is trying to crack into the market instead of GE. It seems that in this article GE does not have a good name in the high end appliance market, so if their name is taken off the product then more people would be at least willing to try the Monogram line. 2) GE is using the selective distribution strategy for its Monogram line. GE has a showroom in Louisville, Kentucky. In the showroom they have set up their whole Monogram line where people can come in and actually cook on the appliances and see how they work and if they like them or not. GE is also planning to set up a showroom in New York at the Architects
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GE homeowrk - Mike Vontobel Intro to Marketing Professor...

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