Revamping Dyson's Airdryer: A Marketing Plan

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