CW2 Brand Extension Report for Dyson: Principles of Marketing

Module: Principles of Marketing
Project Title:CW2 Brand Extension Report
Word Count:
Date Due:
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Executive Summary
The study is done on the principles of marketing which defines the mixture of marketing
mix. The product chosen was Dyson and technology-based company. The aim of the study is
to develop new product in the market by analysing the PESTEL and Ansoff model. In this
study Kapferer’s Brand Identity Prism was used to the market share and brand values of the
product.
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Table of Contents
Executive Summary...................................................................................................................2
Introduction................................................................................................................................4
Methodology..............................................................................................................................4
Findings......................................................................................................................................4
Comparative Analysis................................................................................................................6
Conclusion..................................................................................................................................6
References..................................................................................................................................7
Appendices ................................................................................................................................8
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Introduction
The principles of marketing defines an organisation of activity which exchanges
product and services and value to customers is provided. The aim of report is produces an
effective marketing plan for which DYSON is selected (Aggarwal and et. al., 2019). It is a
British technology founded in 1991 by James Dyson in UK. It designs and manufactures
household appliances such as vacuum cleaner, hand dryers, etc. The market share of Dyson is
27%. The market size is about USD 20.66 billion.
Methodology
This defines to path for conducting research and problem and objective of research is
presented by collecting data. The competitor research is related to strategic research which
provides the information regarding rivals firms. This is an tactic used for knowing
competitors in respect to product, strategies which involves SWOT research. The primary
research is based on data collection for the very first time which offers an accurate
information and including quantitative techniques. The secondary research is related to data
collection for past which needs to be used and involves internal and external sources.
For conducting research the secondary and competitor research is been carried to have
vast knowledge about product and its competitors.
Findings
Existing brand and Brand Values
The term brand defines to name, design, symbol or other feature for goods
identification of seller being different from other sellers. The brand provides benefit to
customers, owners and shareholders by having acknowledgement, creating and storing value
as brand equity. The brand value is related to financial amount of brand worth and brand
equity is related to customer perception on product how they feel.
The Dyson is concerned with manufacturing and designing of household appliances
for women which wants to have brand extension in market by determining the needs and
preferences of customers (Beirman, D., 2020). This offers unique range of products in 1996
Kapferer brand identity prison model was developed by Jean-Noel which is related to sic
elements of brand equity.
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