Marketing Campaign for Dyson Hair Dryer: AIDA Model and Promotional Mix

This report discusses the marketing campaign for Dyson's hair dryer, including campaign objectives, measurement of success, campaign plan, and communication methods. It also covers the AIDA model and marketing promotional mix, which are essential for effective promotion strategies.

Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Practical Skills Assessment Portfolio
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Table of Contents
Introduction ...............................................................................................................................3
Campaign objectives .................................................................................................................4
Measurement of success.............................................................................................................4
Campaign plan ...........................................................................................................................4
Communication 1: Facebook......................................................................................................5
Communication 2: Instagram.....................................................................................................5
Communication 3: Twitter ........................................................................................................5
Communication 4: YouTube .....................................................................................................6
Communication 5: Website ......................................................................................................6
Reflection on Campaign ............................................................................................................6
Conclusion..................................................................................................................................8
References .................................................................................................................................9

Introduction
Marketing in the business organization is defined as the process of making audience
aware about the business products and services in order to sell them and earn profits for the
sustainability of the business. The framework of the marketing is very large and changes
regularly in the marketplace. Marketing refers to all the activities that promotes and sell
products and services to the potential buyers. The major component in the marketing includes
the communication that company's make with the people. Communication can be made in
many ways , it can be face to face or online. This report is being made in the context of
Dyson company which sells electric products and the product that promoted is hair dryer.
Dyson have its headquarter in the Singapore(Arapi and Beqiri, 2019) . The aim of the report
is to highlight understanding of the marketing promotional mix and the AIDA model in the
context of the company. There is a need to establish effective communication between the
buyers and the company with the different social media networks and tools.
Campaign objectives
The basic aim of the marketing campaign is to increase sells through improving
awareness and building demands around the new products. It also increases the profitability.
The main objectives of the marketing campaign is to communicate well with the customers
with different methods and understand the needs and the wants of the customers (Assfaw,
2021) . The Dyson company is having objectives to sell their new innovative product which
is hair dryer. In order to sell the product of the company there is a need to formulate different
marketing strategy to achieve business objectives by setting promotional strategies.
Measurement of success
The basic aim of the business is to setting up the process that makes the business
successful. The in order to check the performance of the business there is a need to
implement the appropriate measures which measures the performance of the business. There
are measures in the market that check weather the business is conducting its services well or
not. TN order to achieve the success in according to the desired goals by the Dyson to
promote the hair dryer there is need to maintain the business performance(Farouk, 2020) .
With the help of AIDA model that generates the customers and with the helps on marketing

mix promotional strategies , the performance and the success of the business can be
measures.
Campaign plan
The plan of the campaign that is to promote the product of the Dyson company which
is hair dryer in the market. To set a campaign to promote hair dryer in the market includes the
application of different marketing strategies by the company , there should be implementation
of the marketing promotional mix strategy to generate the information about the market and
the business policies to understand the dynamics(Kitsios and Kamariotou, 2019). The
campaign includes the evaluation of the needs and the wants of the customers and the current
trends that make effective marketing plan. In the company there is urgent need to understand
that what type of people that are conscious about their looks and want to enhance their look.
Communication 1: Facebook
To build the effective marketing strategy there is need to promote the product in the
online promotion strategy because most of the people are connecting with each other with the
social media and the promotion on the social media networks helps a lot in developing
promotional activities. Facebook is the social platform on which people connects with the
each other and express their thoughts as well as promotes many product and services(Kumar,
2019) . In the context of Dyson , their new product which is hair dryer, it is very important
for the company to make audience aware about the product. By making effective ads and
videos on the hair dryer. Company can also conduct survey and get the reviews of the public
from the Facebook.
Communication 2: Instagram
Instagram is the platform where millions of people are connecting with each other in
terms of sharing their lifestyle and the thoughts. For the business of Dyson , they are selling
hair dryer and for the effective selling there is a need to make public aware about the
products and Instagram is very effective platform that builds effective communication
(Matanhire, Vingirayi and Manyanga, 2021) . Instagram have the different options through
which Dyson can promote their product as by the reels and with the videos they can make
creative ads which make impact on the audience.

Communication 3: Twitter
Twitter is the social media platform on which people connects with each other by the
chats and tweets that express their thought process with that is also promotes many products
and services on it. In the context of Dyson , it can be prove beneficial for the company as
through the survey and the reviews, company get to know about the needs a and the wants of
the people and what type of changes they want in the products. Company can also make
conservation with the customers to make effective strategies.
Communication 4: YouTube
YouTube is the very large platform which provides many ways of communication and
the promotion with the people. Company can reach to the potential buyers by the advertising
through videos ads and by the voting surveys. They can make ads with the help of fashion
influencers to make impact of the people who are more likely want to enhance their
personalities and themselves.
Communication 5: Website
Every company is having their personal website through which they can make direct
communication with the potential buyers which also helps in understanding the needs of the
people and solving their queries. The company Dyson can make promotion on the website
easily and get the reviews from the customers and the feedback that helps company to make
changes in the hair dryers.
Reflection on Campaign
The reason to set up a campaign is to make promotion of the products of the Dyson
company which is hair dryer. The campaign includes the different promotional activity by the
company with this it consist the implementation of the AIDA model. The implementation and
the stages of the model are given below:
AIDA model is the complete journey of the customer that started with the knowledge of the
product and ends with the purchasing of the products. this model identifies the stages that a
consumer goes from in the procedure of buying a product and the services (Nusem,
Matthews and Wrigley, 2019) . It consist a funnel through which consumer go and
experience of ecery stage in terms of making final purchase. It is not only builds a connection

between the buyers and the organization but also extended the work of social media by
making different goals. AIDA model have five stages that helps customer to reach final
purchasing of the product. That are given below:
 Awareness- It is the first stage of the model that includes the creation o the brand
awareness to the audience or giving them knowledge about the products. In the
context of Dyson , they firstly have to make public aware about the hair dryer that
they are offering. By the different types of advertising online and offline and with the
help of known personalities , they have to make audience aware about the rage of hair
dryers and its features which make its different from the other hairdryers.
 Interest- Generating interest in the products by providing the benefits of the goods
and the services and build a interest that increases the consumer's interest in order to
encourage them to buy the product and initiate the research of the product ahead. In
the context of Dyson, they have to make ads and make the audience aware and make
them inquire about the company products (Yeniaras, Kaya and Dayan, 2020). This
can also be done with the help of the known personalities.
 Desire- It is the third stage that makes the connection of the with the consumer by
creating connect and transform the liking of the consumer to wanting it. It includes
the company to shoe their product to the public personally. In the context of Dyson,
they have to show their hair dryer range to the audience and trails of the products.
 Action- It is the stage that involves the communication and the interaction of the
organization with the potential buyers to make them reach to final step that is
purchasing. This can be done by different ways such as making interaction with the
people by the phone calls, connecting them with the live chats and by making
brochure. In the context of Dyson they can communicate by the audience and make
public aware about the effective feature of the products.
 Retention- It is the stage that cross-sells the products to the customers. In the
context of Dyson they have made different actions that encourages the buyers to
purchase products again.
The compaign for the selling hair dryer in the market needs the complete evaluation of the
market and the needs and the wants of the people with the factors that are affecting them in
making purchase. Thee is a needs to generate the information about the customers and the
elements that make impact in the selling and marketing. In the context of Dyson, they have to
evaluate the suitable marketing techniques to make effecting selling of the hair dryers and for
the implementation of the marketing promotional mix which would be best suitable for

forecasting what people want. By this framework which provides different factors that affects
the sales of the business ,these four factors are given below:
 Products- This the main entity that makes to satisfy the needs of the consumers, it
can be intangible and tangible services. Each product goes through the life cycle
which is necessary elements for the marketers to generate the action plan . In the
context of Dyson, their hair dryers range is for the people who like to enhance their
look and are more fashion conscious.
 Price – This the most essential factor that makes the impact on the purchasing
decision of the customers. It evaluate what customer is to pay for the particular
product. It helps in determining the amount that customer is ready the pay for
services. In the context of Dyson, hey have to set the price of the product by
analysation and by making balance between the expanses and the profit that they want
for their company.
 Place- It is defined as the location from which the product can be purchased and the
marketing activity can be proceed. It helps in determining the perfect place from
where customer can easily get access of the company products and the services. In the
context of Dyson, They have to decide the place for the marketing and selling activity
for the product by determining the interest of the people and by understanding the
needs.
 Promotion- It is most important aspect of marketing mix as by this company can
make public aware about the company products and services. It set the
communication process for selling the product and making profits. In the context of
Dyson, they have to make their promotional strategy by making impact on the
customers. They should conduct free trails of the hair dryer range.
Conclusion
From the above report it is concluded that communication plays a very vital part on the
organization as in the terms of marketing. To build effective and efficient promotion
strategies it is necessary to create communication between the people and company in order
to make them aware about the product and services. This report contains the campaign
objectives and the measurement of the success. There are different communication methods
in the social media such as Facebook, Instagram, YouTube, Twitter and other websites.

These are the social media handles that helps in communication and making impact on the
potential customers . The campaign of promotion of Dyson to promote hair dryers that
needed deep analysation of many factors which includes AIDA model and marketing
promotional mix.
References
Arapi, R. and Beqiri, G., 2019. Promotion Mix and Beverage Manufacturing Enterprises:
Consumer and Buyer Perspective.
Assfaw, T., 2021. Effect of Promotion (Mix) on Insurance sales performance in case of
Africa Insurance SC (Doctoral dissertation, uog).
Farouk, M., 2020. Comparative study of hexagon & square windcatchers using CFD
simulations. Journal of Building Engineering, 31, p.101366.
Kitsios, F. and Kamariotou, M., 2019, September. Digital business strategy and information
systems planning: Determinants of success. In International Conference on Innovation and
Entrepreneurship (pp. 514-XX). Academic Conferences International Limited.
Kumar, M., 2019. Sustainable development in SMEs through social media
channels. Sustainable Development in SMEs Through Social Media Channels.
Matanhire, E., Vingirayi, I. and Manyanga, W., 2021. The Impact of Digital Marketing in
Financial Organizations in Zimbabwe. International Journal of Information, Business and
Management, 13(2), pp.1-20.
Nusem, E., Matthews, J. and Wrigley, C., 2019. Toward design orientation and integration:
Driving design from awareness to action. Design Issues, 35(3), pp.35-49.
Yeniaras, V., Kaya, I. and Dayan, M., 2020. Mixed effects of business and political ties in
planning flexibility: Insights from Turkey. Industrial Marketing Management, 87, pp.208-
224.