Dyson Company Analysis

This assignment delves into a comprehensive analysis of Dyson, a prominent global company known for its innovative vacuum cleaners. It examines the company's origins, product range, commitment to sustainability, and its influence within the household appliance market. The analysis considers Dyson's financial performance, key decisions like relocating headquarters to Singapore, and the challenges and opportunities presented by a changing global economic landscape.

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MARKETING COMMUNICATIONS
DYSON MARKETING REPORT
LECTURER: Amirt Kaur
Chen Haibin
CT0248426
15 OCTOBER 2020

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TABLE OF CONTENT
1. Executive Summary
2. Introduction of the Company & the New
Products
3. Situational Analysis & Marketing
Communications Objectives
4. Marketing Communications Strategy &
Implementation Tactics
5. Proposed Evaluation & Control Methods
6. Sample Print Advertisement
7. Recommendations & Conclusions
8. Reference List

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1. Executive Summary
Dyson Ltd. is a company committed to design, research, and
innovation which has revolutionized consumer markets and
participate in global competition. Dyson cornered the household
appliance market design and manufacture hairdryer, vacuum
cleaner, heaters, lights, hand dryer, blade-less fan, and air purifier
etc. Dyson has a long-standing commitment which is dedicated to
developing in engineering and design household appliances.
( Dyson, J. 2020 )
This is a synthetical marketing plan intended to outline the
promotion of a new hair washing machine by Dyson for further
expand its product frontier. This marketing plan will be based on
situational analysis and marketing communication objectives to
implement marketing communication strategies and tactics,
following with proposed evaluation and control methods. This
analysis investigates target market opportunities that will assure a
successful product launch and create more values for the company.
Dyson needs to seize the growing opportunities in the
household appliances market. Currently, in the household

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appliances market, there’s no hair washing machine product
available, the entire market was totally blank. The household hair
washing machine is a unicorn product, by capitalizes Dyson’s brand
recognition and the high quality of innovative products Dyson hair
washing machine has unlimited potential.
2. Introduction of the Company & the New
Product
Dyson Ltd. is a British, private company founded in 1991 by
James Dyson. Headquarters in Malmesbury, Wiltshire, UK. Dyson
Ltd. is a global company by selling its products in over 65 countries
across the globe. ( Bennett, B. 2020 ) Currently, Dyson has 12,000
employees worldwide, generate 4.4 GBP billion revenue in 2018. (
Stupples, B., & Metcalf, T. 2019 )
On 22 January 2019, Dyson announced to move its headquarters to
Singapore inasmuch as near its biggest growing market, Asia. Not
only-but also the Brexit has huge uncertainty impact to its business
operation. ( Sandle, P. 2019 )
The new Dyson hair washing machine is a unique product that

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offers superior automatic hair washing experience, together with
head massage functions. Dyson has the golden opportunity with this
release to occupy the product market share with a competitive price
at 1,288 SGD and sell 500,000 units in the Asia Pacific region by end
of 2021.
The Dyson hair washing machine is an unplugged
waterproof machine which can use inside the shower room as well
as bedroom, the mobile-ability significantly increase its
practicability. The hair-washing machine is revolutionary products
which perfectly solved the inconvenience of people washing their
hairs and free their hands, coupled with professional head massage
function. This product will be designed to meet the consumer’s
expectation of luxurious head massage enjoyment and superior hair
cleaning experience. This pivotal description narrated the basic
functions of the new innovative product, also explain the needs of
the peoples.
3. Situational Analysis & Marketing
Communications Objectives
3.1 PESTEL Analysis
This analysis considers external environment factors which can
aid on the new product promotion, comparatively with the negative

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influence identification which has profound impacts on the business
operation as well as the new product launch. This influence includes
politics, economic, social-cultural, technological, environmental, and
legal factors.
-Political factors
The change of political climate has a tremendous impact on
the business operation and the consumer market. Political factors in
Singapore and other countries could potentially affect the business
operation of Dyson, due to the restriction of foreign labour force
policy might increase the manufacturing cost. It is important to
consider that the rising tension between China and US’s tariff war as
well as the unsettling Brexit issues with EU would affect Dyson’s
revenues too, for fear that of the new product price setting.
-Economic factors
The world bank has released its 2020 Global Economic
Prospects on June 2020, described that the world is experiencing the
deepest global recession in 21st century which is even more worst
than the 2008 Subprime crisis, ( World-Bank, 2020 )This would
reduce consumers purchasing power. By the same token by lots of
countries government are taking monetary easing on the finance

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policy including Singapore, this might trigger high inflation rate
which would affect Dyson revenue as well.
-Social-cultural factors
The interchange of customer behaviour and market landscape
in the consumer market can be attributed to social-cultural factors.
In the Internet era, customer can access the product information
easily, and the customer's review has a great impact on the
promotion of the new product. On the bright side, the internet also
easier to made Dyson’s customer adopt the new product and new
technology. On the cultural factors shows there's demand from the
consumer market for more tech features in household appliances to
make life easier and less stressful through utility and convenience,
which the new Dyson hair washing machine perfectly fulfil the needs
from people. Moreover on another key cultural factor is the growing
number of the married working woman. According to ASEAN Today,
there’s 63.3% married woman remained in the workforce to support
the family in Singapore. ( Liew, M. 2019 ) The dual-income family
has higher disposable money spend on household appliances, which
might benefit Dyson’s new products promotion.
-Technological

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In the light of technological trends are the key factors to the
success or failure regarding Dyson’s new product. The smart home
appliances are cornering the lifestyle products market by creating
autonomous reformation devices with intelligent programming and
technological advanced esthetic. Dyson has always been on the
cutting edge of the household appliances technology, by investing
more on their engineering and R&D, it will gain its brand recognition
increase products sale eventually.
-Environmental
Environmental factors described public concern regarding the
companies corporate social responsibility. Currently, Dyson DC01
was the first vacuum cleaner separate dust from the air without
consumables bags in the world. ( Dyson. 2020 ) Dyson committed to
‘’reduce, reuse, recycle’’ policy which synonymous with international
environmental policy, this will improve companies reputation equally
increases market confidence in the new product launch.
-Legal
Lastly, Dyson is an international organization with strong corporate
policies that adhere committed to the legal obligation. Dyson has to obey the
local laws and regulations regarding introducing the new product launch. Still,

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Dyson has to duly handle its patent infringement lawsuit against competitors,
it might hurt companies image.
3.2 SMART Objectives
Dyson can use direct channel and retailer channels to sell its new
product. The direct selling channel will establish on Dyson official shopping
website, at the same time choose trustworthy retailers this include locals
stores and online platform. Dyson can start its distribution on 1 October 2020.
Optimistically sell 10,000 units in the first three months to break-even cost of
product development, sell 500,00 units in Asia pacific region by end of 2021.
Firstly, Dyson has to launch its official shopping website which can deliver the
goods cross the Asia pacific region and produced 50,000 units in advance as
an inventory. Secondly, collaborate with well-known retailers, such as BEST,
COURTS, and Challenger to establish a point-of-purchase in the store.
Correspondingly, the online retailer platform will cover Lazada, Shopee,
Taobao. Lastly, focus on promoting and popularize new product through
internet as well as a traditional media platform. The household appliances
segment is projected to reach 9.4 GBP billion GBP in 2020 and market growth
by 20.8% according to Statista, ( Statista. 2020 ) moreover, the growing Asia
market has huge potential, especially greater China region. In 2017 The world
bank has released its purchasing power parities report (PPPs) showing that
China surpassed the US become No1 buying power, ( F, Tang. 2020 ) Dyson

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needs to seize the opportunities to secure its market leadership. An
achievable market objective for Dyson in this new product launch to increase
6-12% of global market share within the first year of releases. Dyson can start
to deliver goods on 1 October and It is estimated to break-even in three
months 10,000 units need to be sold, and sell 500,000 units in the Asia Pacific
region by end of 2021 generate 600 million SGD revenue to the company. It is
pertinent that Dyson brand recognition and products quality make this product
launch profoundly promising in Asia.
4. Marketing Communications Strategy &
Implementation Tactics
4.1 Advertising
The Advertising strategies of a new product is crucial, which it indirectly
determine the success or failure of the new product. Dyson advertising plan
will use mass communication channel to reach out large audience to inform
the audiences about the Dyson hair washing machine and increase brand
awareness, in the second place use psychological and social influence to
attempt influence on consumer behavioral change. Lastly, at the product
mature stage remind and reinforce product awareness.
First of all, Dyson’s in house advertising marketer has proved its
competence by its successful advertising campaign of vacuum cleaner and

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hairdryer. Therefore for the new hair washing machine advertising campaign
will still lead by the in-house advertising executive. Dyson advertising
objectives will be to develop product awareness and change customer beliefs
and attitudes. Dyson hair washing machine’s advertising budget is 3% of its
revenue, which is about $120 million. The hair-washing machine is a
revolutionary innovative product which will completely free people from daily
personal hygiene chore turn it into pleasure, by enhancing these products
benefits Dyson can convey this information to the audiences. Dyson should
indicate the distressing while people washing their hairs, the time
consumption as well as the personal ineffective manual washing methods.
Eventually, relative comparison the differences between Dyson hair washing
machine and the manual washing results. This message will deliver to the
audience by using visuals encoding methods. Firstly, Dyson can let hair and
scalp health expert endorses the benefit of Dyson hair washing machine.
Secondly, present the products in a futuristic way which will increase products
attractiveness. Lastly, apply brand appeal in the advertisement utilizes Dyson
brand recognition.
All things considered, Dyson’s video advertisement will present the
product promise, a healthy hair and scalp are peoples right, following with
Dyson positioning statement. The video will target middle-class audience,
illuminate Dyson mission is to make every person have a healthy hair and

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scalp. Correspondingly provide scientific facts of product benefits, then with
products demonstration in a futuristic way reflects Dyson advanced
technology. Lastly, indicate purchase channel information. The advertisement
video can outsource to professional video creators. Publish through television
and internet media by use continuity methods maximum product exposure
rate.
4.2 Personal selling & Sales promotions
Today, Personal selling is effective marketing communication tools to
influence consumers purchase decisions in the methods of person to person
communications. It involves trained salesperson direct communication with
the prospective buyer to attempt positive influence and persuade them in the
direction of buying the company products. Dyson will establish point-of-
purchase in the local store, a perfect stage to allocate professional
salesperson reach out potential buyer. In the light of greater China region,
TikTok unveils first shoppable live-stream platform, which significantly benefits
to Dyson,( Williams, R. 2020 ) Dyson can collaborate with internet
influencers or celebrities to promote the products reach out a large audience.
Besides personal selling, Dyson also can use sales promotion method
to increase sales. Sales promotion enhance customers perceived value
attracts first-time buyers, in contrast, it could devalue brands equity and

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erosion of brands loyalty, Dyson should prudently use sales promotion. Dyson
can make use of sales festival to apply price off tactics, such as Black Friday
and Taobao 11 November mega sales festivals, to reduce the damage of
brands valve. Moreover, on the bundled packs promotion tactics, Dyson can
use its other products to make a valve pack. For example, hair washing
machine plus hairdryer or hair washing machine with a vacuum cleaner with a
lower price. Proper utilization of sales promotion will bring consumer
emotionally closer to the brand, eventually boosts brand image as well as
benefit from sales.
4.3 Public Relations
Public relations consists of marketing communications activity
undertaken by the company which designed to build a good relationship with
consumers, stakeholders, and the general public. Currently, Dyson has
already established the James Dyson Award and the James Dyson
Foundation reward students in engineering and provide a workshop for young
people. In November 2016, James Dyson announced to open a higher
education institute in the UK, hence Dyson also can plan to open a school in
Asia as well, to improve its company image by caring the future generation in
its target market. Besides, Dyson also can establish an electronics recycle
program for its corporate social responsibility approach, customer can trade-
off they broke electronic products to receive a Dyson shopping gift card for the

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new product. As a result, Dyson can earn public acceptance by its pro-
environmental activities also increase new product sales.
4.4 Direct & Interactive Marketing
Direct marketing is a system of marketing by the company directly
communicate with target customers to generate a response or transaction.
The traditional direct marketing tools its too inefficient, such as television
shopping channel or telemarketing, hence Dyson can use direct response
advertising method. Dyson can choose high TV rating channels to display its
latest product advertisement, increase brand exposure rate as well as the
product information and immediate purchase channel. On the other hand,
Dyson also can apply interactive marketing strategy on the product. Firstly,
Dyson needs to cooperate with Google, Facebook and Weibo ( similar
platform as Facebook operate in China ) collect large audience information
and then select the potential buyer information to form a strong database.
Secondly, select multiple platforms which have a large number of user or
viewers, such as Facebook or the rising Tiktok. Finally, cooperate with those
platforms accurately deliver ads to them. The rising communications
technologies have completely changed people’s way of life, by utilizing the
internet ads customers can purchase a product with a single click. Dyson
should take full advantage in the internet era.

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5. Proposed Evaluation & Control Methods
Dyson marketing plan will be based upon product-market performances.
Dyson has to closely monitor the customer feedback on the new product
launch, by analysis the customer feedback makes necessary change or
improvement to provide a better version of products for them. There will also
have a budget for development and research cost because it will affect
products final pricing strategies. Moreover, on the target market sales, Dyson
needs to analysis the market sales regularly and implement different pricing
strategies for a specific target market or countries. For those has high
spending power market Dyson can apply mass media and direct marketing
methods to reach a large audience, uniquely use sales promotion method for
high price sensitivity market. This is ensuring the product achieve target
market sales in time. Lastly, Staying within the marketing budget, monitoring
marketing spending. Since Dyson using mass communication marketing
strategy, there will be heavy expense goes to TV commercials, Dyson needs
to monitor how effective those advertising responses in product sales, if it did
not effectively benefit to product sales, Dyson should consider shifting the
expense to more effective channels so the resources wouldn't be wasted,
make good use of marketing budget.

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6. Sample print advertisement
7. Conclusion & Recommendations

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Marketing communication plan refers to a company used all marketing
communication tools, channels, and sources to deliver a uniform and
persuasive message to the target audience. It determines the company how
and with what tools and resources to accomplish marketing objectives.
Dyson hair washing machine is specialty product, which it has solved
customer hair washing problems, and provide an easier and better quality of
lifestyle. Dyson marketing communication plan its recommended to focus on
value creation, Dyson brand has huge added value, it can be utilized in the
new product launch to increase products original value. Furthermore, on
marketing channels, Dyson can use vertical marketing system. The customer
shopping behaviour has radically changed since the internet shopping has
been introduced, such like Amazon and Taobao, Dyson should use selective
distribution strategies by choosing a reliable platform or online retailers
support product sales, take advantage of the internet channels to boost of
product sales. Lastly, Dyson can use market-skimming pricing strategies on a
new product launch. The hair-washing machine as a unique innovation
product first-time introduced into the consumer market, the quality of the
product and brand recognition can support higher pricing strategies and the
competitors also can not easily enter the market and undercut the high price.
In the final analysis, Dyson is an innovative technology company, which
produced high-quality innovative product with great design. But Dyson’s

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product price is much higher than competitor, high price is a double-edged
sword, this can be a great weakness for the company, especially in the high
price sensitivity market, it might tend to lose market share in the long run.
Dyson needs to take customers attitude regarding new product pricing
strategies into account and make necessary changes in future competition.
8. Reference List
Dyson, J. (2020). About Dyson. Retrieved September 15, 2020, from
https://www.lb.dyson.com/en-LB/Community/AboutDyson.aspx
Bennett, B. (2020, September 11). Best cordless vacuum for 2020: From Shark,
Dyson, Bissell, Moosoo and more. Retrieved September 15, 2020, from
https://www.cnet.com/news/best-cordless-vacuum-for-2020-from-shark-dyson-
bissell-moosoo-and-more/
Stupples, B., & Metcalf, T. (2019, January 22). James Dyson Richest British Person
on Vacuum Maker (DYS) Profit. Retrieved September 15, 2020, from
https://www.bloomberg.com/news/articles/2019-01-22/dyson-tops-list-of-
richest-brits-on-vacuum-maker-s-record-profit
Sandle, P. (2019, January 22). Brexit backer Dyson moves vacuum giant's HQ to
Singapore. Retrieved September 15, 2020, from
https://uk.reuters.com/article/uk-britain-dyson-singapore-idUKKCN1PG20M
World-bank. (2020). The Global Economic Outlook During the COVID-19
Pandemic: A Changed World. Retrieved September 18, 2020, from
https://www.worldbank.org/en/news/feature/2020/06/08/the-global-economic-
outlook-during-the-covid-19-pandemic-a-changed-world
Liew, M. (2019, April 08). A cultural and economic challenge: Increasing female
participation in Singapore's workforce. Retrieved September 18, 2020, from
https://www.aseantoday.com/2019/04/a-cultural-and-economic-challenge-
increasing-female-participation-in-singapores-workforce/

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Dyson. (2020). Sustainability. Retrieved September 18, 2020, from
https://www.dyson.com/inside-dyson/community/sustainability
Statista. (2020). Household Appliances - worldwide: Statista Market Forecast.
Retrieved September 18, 2020, from
https://www.statista.com/outlook/256/100/household-appliances/worldwide
Tang, F. (2020, May 21). China ranks No 1 in buying power, but still clings to
developing status. Retrieved September 18, 2020, from
https://www.scmp.com/economy/china-economy/article/3085501/china-
overtakes-us-no-1-buying-power-still-clings-developing
Williams, R. (2020, August 24). TikTok unveils first shoppable
livestream with Ntwrk. Retrieved September 27, 2020, from
https://www.mobilemarketer.com/news/tiktok-unveils-first-
shoppable-livestream-with-ntwrk/583992/