Revamping Dyson's Airdryer: A Marketing Plan

This report highlights how a business takes up one of the marketing strategy that is, revamping the existing product in a way which would guarantee engagement of new customers with the business. The company chosen for this report is Dyson, a household appliances company based in the UK. It is situated in Wiltshire, United Kingdom. The report will further discuss the macro external environment of Dyson and the SWOT analysis for same. Marketing mix of the company is also highlighted following the recommendations that are needed to be followed in order to gain maximum profits from the revamping strategy.

Marketing Plan

Executive Summary
In this report, this investigation will depict about marketing governance where an organization
mend its commodity to heighten their gross revenue and loyal client base. Main aim of this
document is to realize about the idea of commodity revamping and why it is essential for an
organization. The revamping can be done in many ways. It is a beneficial step for the business if
the product is already having a greater sales in the market as the customers would want to buy a
new innovated product more over the old one. The product revamping requires a great amount of
research and development and the business should analyse it s macro external environment and
its factors that how they will react to the change in the products. The report has highlighted the
how Dyson can revamp its Airdryer product which would suit these times of covid-19 threat. The
hand dryer product of Tyson is required to dry the hands of the users and with that, sanitize their
hands as well. The business can gain a competitive advantage in the market by this. The report
has also highlighted some recommendations that should be processed by the business.

Table of Contents
Executive Summary ........................................................................................................................2
INTRODUCTION ..........................................................................................................................4
TASK...............................................................................................................................................4
Discussion about the company and the product which requires innovation...............................4
Detailed analysis of the competitive environment of the company chosen (PESTLE and
SWOT analysis)..........................................................................................................................5
Marketing mix of the company followed by recommendation to the organisation....................7
Steps to improve the brand position............................................................................................9
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing Management refers to the planning, organising, controlling and directing the
marketing activities of a business which would help the business to achieve its organisational
goals in a strategic way. The strategic managers of the business formulate these activities and
find the ways which would market the business's products in the marketplace and make aware
the consumers to engage with the business and its products. An efficient marketing strategy helps
the business to make its brand image and enhance their brand value in the industry. The
marketing strategy is made in order to attract more customers (Bao, 2018). This report highlights
how a business takes up one of the marketing strategy that is, revamping the existing product in a
way which would guarantee engagement of new customers with the business. The company
chosen for this report is Dyson, a household appliances company based in the UK. It is situated
in Wiltshire, United Kingdom. The report will further discuss the macro external environment of
Dyson and the SWOT analysis for same. Marketing mix of the company is also highlighted
following the recommendations that are needed to be followed in order to gain maximum profits
from the revamping strategy.
TASK
Discussion about the company and the product which requires innovation
Dyson is a U K based company founded in the year 1991 by James Dyson. The company
mainly deals in household appliances. The company manufactures and sells domestic appliances
like hair dryers, vacuum cleaners, air conditioners, fans and lights. The company has employed
more than 12000 employees from all around the globe. Dyson moved their headquarters in
Singapore to manufacture and sell its new product, electric vehicle. The main focus of Dyson has
been Asia for the same. In the year 2020, the company made 8.2 billion dollars of revenue.
In this report, the discussion will be of how the business is going to revamp one of its
product which is not performing well in the market. This kind of product is, Dyson Airblade
hand dryer. The innovation that is being done in the product is that, whenever an individual puts
their hands forward to dry them, the machine will automatically sanitize their hands. The
sanitization will be done using liquid sanitizer which can be refilled. This innovation is being
done by considering the health precautions of the users in the times of Covid-19 (Bernstein,
2021). This will increase sanitization among the people and keep them safe from the virus. This

is a new kind of innovation in the market and the business will gain a competitive advantage
over its rivals in the market. The company also has the potential to gain new customers which in
turn will increase the profit margins of the business. This innovated product will cost a little high
as the consumers believe that this will enhance the sanitization among the users of the hand
dryers. Free hand dryers with this technology will be given to regular customers as an
advertisement expense.
Detailed analysis of the competitive environment of the company chosen (PESTLE and SWOT
analysis)
PESTLE Analysis
Any business has to deal with different factors which forms up its environment and influence the
working of the business. Dyson, being an international business has to deal with different factors
while working to achieve the predetermined objectives and earning profits. These factors will be
discussed now in detail with the help of PESTLE analysis (Chernev, 2020). PESTLE analysis is
a tool used by businesses to determine how external macro environment influence.
Political: This refers to the factors related to the political or governmental polices that are
formulated by them which influence the working of a business in one way or other. It includes
the tax policies, trade restrictions, political stability of a country. These factors has a positive or a
negative impact on a business. Relating to Dyson, UK government is on the verge of going into a
pool of stability due to which the business of Dyson is in grey area as it can not be ascertained
whether the new government will be business positive or not. This affects its sales and supply.
Economic: These refers to the impact of inflation, exchange rate, interest rates in an economy on
the working of a business (Ziyayeva, 2018). Dyson is required to have a detailed knowledge
about the growth rate which is high in the U K and its sale is expected to increase. If the inflation
rate rises, the buying power of the customers will decline which in turn would affect the sales
and revenue of D yson.
Social: These factors refers to the trend of purchasing of the consumers with the cultural aspect
which influence the buying of the customers from a business (Βολίκα, 2020). These aspects
involve age, career, gender, population growth rate etc. In accordance to Dyson, it has to come
up with such products which meets the needs of the customers. It has to go through what the
public demands and what products would match the lifestyle of the consumers.

Technological: This refers to the technological advancements that are occurring in the market
which saves the different type of costs of the business and make the production cheaper for the
business with increased profits. Dyson is working in an appliances industry and technologies
used in this industry changes very frequently, hence the business needs to change their own
product's according to these technologies or it might lose its position in the market.
Legal: These are the factors which relates to how the different laws and regulations of a
company regulates working of the businesses. The laws include, employment law, wage related
regulations, discrimination law etc (Dominique-Ferreira, Viana, and Prentice, 2021). Dyson
being an international company needs to follow the laws of all the countries and work in
accordance with these defined laws. The company may have to close its working in a country if
it declines to follow a law related to same.
Environmental: These factors refers to the ecological and environmental related factors which
are influenced by the working of a business. The business is required to work in accordance with
the betterment of environment. Dyson is investing in a huge ecological investment plan to
comply with its CSR roles.
ng in a huge ecological investment plan to comply with its CSR roles.
SWOT Analysis
This is a internal environment study of a business which provides information about the
working of the business as its impact in its environment. This is an essential tool used by the
strategic managers of a business to formulate different strategies to make a business more
successful. SWOT analysis is a common tool used by mostly everyone who needs to plan and
take a decision. Following is a detailed SWOT analysis done for Dyson plc. It is prepared in a
matrix form.
STRENGTHS WEAKNESS
 The products manufactured by Dyson
are innovative and are designed
effectively which provides a good
usage to its users with advanced
quality.
 The products produced by Dyson are
always unique and has vibrant designs
 One of the main weakness Dyson is
facing is its products being too
expensive compared to the other
players in the market (Edmondson, and
Matthews, 2021). The customers may
switch to them if they does not find any

which makes them more appealing to
the customers.
 One of the important strength of Dyson
is its motivated team. The workforce is
skilled and is focused to get the goals
of the business achieved.
value in Dyson's products.
 The competitors of Dyson have a
greater brand value which is another
weakness for the business.
 The business of Dyson is all focused in
selling household appliances and does
not sell any commercial products which
is another weakness as the competitors
may tap this opportunity and diversify
their product line.
OPPORTUNITIES THREATS
 Dyson is majorly working in the UK. It
has great potential to expand its
production and sales world wide.
 Dyson can diversify its product line and
shall provide items for home décor as
well as the UK has a huge demand for
such items and the business may gain
more customers for these new products/
services.
 To provide its customers with rich
experience, Dyson can introduce new
features and innovation to its existing
customers.
 The fluctuations in the housing market
of the U K pose a great threat for the
working of Dyson as it depends mostly
on the sale of household electrical
products. The revenue of the business
may reduce taking into account the
same.
 The rival firms of Dyson have cheaper
products in the market and the
customers may tend to buy cheaper
products (White, 2019).
 Any delay in production or launching
of products in the market may give an
opportunity to its rivals to introduce
similar products in the market before
Dyson.

Marketing mix of the company followed by recommendation to the organisation
The marketing mix is a tool in marketing theory which refers to a set of tactics that are
used by the business to promote its brand (Gil, 2019). This technique helps in distinguishing a
company from its competitors in the marketplace. This helps a business to determine whether
they will be able to provide right product or service to the right customer at a right period of time
and at a right place. Following is a detailed description about the 4Ps that are required by Dyson
to determine before introducing the advanced hand dryer:
Product: It is a commodity that the organisation is offering to its consumers to fulfill their
neediness and demand. It is either abstract work and real commodity that look to carry out
customer's supply or need. Commodity move the formal merchandise being series, it also
indispensable for the seller to realize different phase or its unique state of affairs. The possible
customers of the good necessitate to be known and appreciated (Hoare, 2018). In discourse of
Dyson, its Hand dryer was chief innovation, it was basic bag- less cyclonic, light weight, long-
lasting, good prime and very handy to utilization. It is implemented with new hand dryer by
making this a complete reflection of Dyson's best plan, attribute control and engineering
Price: It is the real magnitude that the ultimate person is anticipated to give in conversation of a
commodity. The merchandise price immediately effect merchandising. It is joined with sensed
value of a commodity is to the client sooner than the goal cost accounting of a commodity. The
company need to analyse when and if the investigation is suitable. The production value also be
wedged by value chain cost, arrangement plan and the net profit and how challenger rival cost.
In relation to Dyson, the owner made simplex plan of action regarding price as he made
customers to disbelieve that they are purchasing a high choice commodity of contemporary
application. it designs its hand dryers by concentration on defect of their contemporaries by
disdain price tag people holding that this product is worth all cent
Place: It is about that how the merchandise will be supply to target consumers. The organisation
is key part of locating. This location scheme help the business is to evaluate almost proper
passage for merchandise transportation. It show some how the production are admittance by the
final user also require to compliment the rest of product strategy. It involve the decision leveling
to the placing of a commodity in shop and show them on a particular fund. In context of Dyson,
it has to keep tangled planetary supply series in order to limit into every location marketplace.

Promotion: The method and selling connection scheme all fall under content aim. It consider the
sales publicity, unexclusive dealings, publicity and especial offers. Whatever connection
impression is used by the institution, it is precise indispensable to be appropriate for given
commodity and end user this is being industry to (Kumar, 2018). There is a divergence 'tween
publicity and selling, publicity is a human activity aspect of entire marketing function. In relation
of Dyson, its boost hand dryer chiefly on broadcasting ad. By the television advertising, they
turn vary to comfort its consumers that this hand dryer is top-grade. Their new selling subject
area scheme is to shift on company's values and missions. This institution always commit in the
worker grooming and improvement in order to advance organization moral characteristic.
RECOMMENDATION
Recommendation refers to an act of advising on a thing to the said entity about how and
what is required to be done which will be appropriate for the predetermined goals (Lengua
González, 2017). The above discussion has been concluded with the following recommendations
which would help the business make their brand value and product more effective.
 Dyson has been recommended that the revamping of their Airblade hand dryer should be
done in such a way the product becomes easier for the users to use. The air dryer has to
contain the new innovation of facility of sanitizing the hands of the users who are there to
dry their hands. This has to add to the value in the eyes of the users. It will be a great
initiative done by the company and the people will also get to know that the business care
about the health hazards of the users in the pandemic .
 The price of this new innovated product has to be set in such a way that the business does
not boost their profits all along and earn an ample amount of profit from the sale of this
product. The research and development for this new product would be more as the
pandemic has occurred recently and the company has to take everything related to it into
consideration.
 To make this new product visible, the company should invest a huge amount into the
advertisements of the same. It is recommended that the company provide free innovated
hand dryers to its regular customers as this will earn their trust in the company and others
will get to know about this innovated product as well.

 The design of the product should be attractive and it should be automatic to reduce the
human contact with the machinery.
Steps to improve the brand position
Branding is one of the marketing concept which helps a business make presence in the market.
Through proper branding, the product and company are easily identified by an individual. A
business can improve its brand image in the market by several ways. Some of these ways are
discussed below in context to Dyson plc.
Authenticity: The business is required to be integral with the organisations goals and policies
that are formulated by them. The business should follow the values and form new skills which
would help them attain the objectives the business (McMurtry, 2017). Dyson need to maintain
some standard in its products and not keep investing in the research and development to invent
new products as the market needs time to digest the already existing products of the business.
Target brand message: A company is required to search for such group of people who are
trusted customers of the business. Dyson should find and target such stakeholders and make
them believe about the policies of the business. This will enhance their brand image.
Maintain high standard for design: the design and appearance of the product helps the
customers distinguish a company's product from that of its competitors. Dyson should focus on
making the hand dryer look attractive while maintaining the standard of the product.
Brand positioning and Impact on the same
Brand positioning means the position a business's product holds in the market as
compared to the same product of a competitor firm. Branding refers to the act of giving a
business and its product a face by which they would be identified in the market. Whenever a
company introduces new changes or modifications to its existing products, the positioning of the
company is affected. Dyson is modifying its hand dryer by modifying it in such a way that it will
also sanitize the hands of it users with considering impact of covid-19. The impact of this on the
brand positioning is discussed below:
Uniqueness: The new features that are introduced to the products of a company make its brand
value unique in the market. The hand dryer with sanitizer is a unique feature which will surely
get recognition from the public (Mendes da Silva, Peano, and Giuggioli, 2021). The company
needs to focus on the quality of the product as this will determine the competitive edge to the
product of the company.

Provides competitive advantage: The new and advanced products of a company provides a
competitive edge to the business in the market as these give more options to the customers to
engage with the business. In the times of Covid-19, Dyson will surely get this competitive
advantage from its new hand dryer with the ability to provide sanitizer and keep its users safe
from the germs that may be present onto different surfaces.
Acquire market share: The business gets to enjoy new market share if they launch their
products with advanced features as it influences more new customers to engage in the products
of the business (Rodríguez, and Egüez, 2020). Dyson will be able to gain more market share as
they are investing more in the advertisement of this new and advanced hand dryer, this will help
more people to get to know about the product and the business of Dyson.
CONCLUSION
From the above mentioned report it can be concluded that, product revamping is a good
technique that can be taken up by the business to bring something new in the existing products
which would change it in some way. The revamping can be done in many ways. It is a beneficial
step for the business if the product is already having a greater sales in the market as the
customers would want to buy a new innovated product more over the old one. The product
revamping requires a great amount of research and development and the business should analyse
it s macro external environment and its factors that how they will react to the change in the
products. The report has highlighted the how Dyson can revamp its Airdryer product which
would suit these times of covid-19 threat. The hand dryer product of Tyson is required to dry the
hands of the users and with that, sanitize their hands as well. The business can gain a competitive
advantage in the market by this. The report has also highlighted some recommendations that
should be processed by the business.

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