Group Number:
Names:
GE Lullaby: Customer model
Clinics serving low income
babies/moms (60%)
1. Brand GE lullaby
2. Category Neo-natal temperature
control device
3a. Target Segment: Needs Eliminate infant mortality,
temperature calibration,
digital monitoring, physical
flexibility, durable,
reusability, simplicity,
hygienic, outage, price,
portability, voltage
fluctuations
3b. Target Segment: Descriptors Low Income, Living in rural
area
4. Positioning Points 1) Temperature calibration
2)Price of device
1
Clinics serving mid-income
babies/moms
(30%)
GE lullaby
Neo-natal temperature control
device
Eliminate infant mortality,
comfort, durability, voltage
fluctuations, temperature
calibration, hygienic
Middle income, Living in either
rural or urban area
1) Temperature calibration
2)Voltage fluctuations
Clinics serving upper class
babies/moms (10%)
GE lullaby
Neo-natal temperature
control device
Eliminate infant mortality,
comfort, durability, voltage
fluctuations, temperature
calibration, hygienic
Upper middle income, Living
in Urban area
1) Temperature calibration
2)Voltage fluctuations
 3)Voltage fluctuations 3)Price of device 3)Hygienic/comfort

GE Lullaby: Execution Model

Positioning Point/ Clinics serving low income Clinics serving mid-income Clinics serving upper class
Customer Needs babies/moms (60%) babies/moms babies/moms (10%)
(30%)
Execution Points Execution Points Execution Points

Temperature Calibration -Ability to warm-up a new -Ability to warm-up a new born -Ability to warm-up a new born
born baby baby baby
- -Ability to have temperature
sensors
Price of Device -Maintain or lower the price
of device

Voltage Fluctuation

Hygienic/comfort

2
 GE Lullaby: Financial Model

Positioning Point & Related Activity Yearly Cost Notes/Reference

REVENUE

SPENDING

3
Cash Remaining