Revamping Product for Marketing Management: A Case Study of Dyson

This report analyses the concept of product revamping and its importance for a company. It covers components that impact the procedure of product revamping, micro and macro factors analysis, marketing mix, and recommendations to improve the organisational reputation and brand of company's products.

Marketing
management

Executive summary
In this report, this analysis will describe about marketing management where an
organisation revamp its product to enhance their sales and loyal customer base. Main aim of this
report is to get understand about the concept of product revamping and why it is important for a
company. This report analysis that components which impact the procedure of product revamping.
This study will make able to gain knowledge about micro and macro factors analysis, Marketing
mix that help the company to identifies those factors which has direct affect on company's product
or its promotional activities. So, this report will be on the basis of different approaches in
marketing management.

Table of Contents
INTRODUCTION ............................................................................................................................4
Brief description of company and product line for revamping.....................................................4
Competitive organisational environment by applying environmental analysis tools....................5
Marketing mix and recommendation for the organisation...........................................................7
How the brand can be improved and its impact on brand position...............................................9
CONCLUSION ...............................................................................................................................11
REFERENCES.................................................................................................................................12

INTRODUCTION
Marketing management is an activity in which it control the marketing aspects and set
organisational gaols by plan step by step to execute their strategic decision a company. It is a way
that find out profitable opportunities and satisfy customers in order to create such opportunities.
The marketing management is based on the the products, price, place and other promotional
strategy in order to attract more customers. It deals to make the inflow of these components for the
business survival. It has direct responsibility to identify those area where the product and service
of a company fail to meet or fulfil the customers expectation and needs (Annosi and et. al., 2021).
The marketing manger need to find those services that can satisfy company's customers. The
organisation chosen in this study is Dyson which is technology company, founded in 1991 and
situated at Malmesbury, Wiltshire, United Kingdom. It manufacture and design the household
appliance such as air purifier, vacuum cleaners, heaters, hand dryers, lights and blade less fans.
This report will cover the description of chosen company, PESTLE and SWOT analysis,
marketing mix, recommendations to improve the organisational reputation and brand of company's
products.
TASK
Brief description of company and product line for revamping
Dyson is a British company situated in UK, it is founded by James Dyson during 1991. this
company deal in manufacturing the household appliances including hair dryers, hand dryers,
vacuum cleaners, heaters, air purifiers, blade less fans ant lights. It has more than around 12000
employees across the world. In January 2019, it had declared that the Dyson would move their
headquarter to the Singapore to ramp up its manufacturing for its electric vehicle stating Asia
trade will be its main focus. James Dyson set up its Dyson appliances limited during 1991 by
using income from Japanese licence. The company built its first dual cyclone vacuum under
Dyson name that is DA 001. it was produced by the American company that is Phillips Plastics
( Datar, 2021).
The Dyson is going to revamp its product that is vacuum cleaner in such a manner that it will
conation sanitizer. When peoples uses this vacuum then it automatically will sanitize the floor and
other things. This revamping is undertaken by considering the health benefits of peoples. As

during the COVID 19 or the use of sanitizer is increased among peoples. To avoid or minimize the
unhealthy situation the company is bring this product by revamping it. By this strategy they can
gain several competitive advantages as it help them to contain a large market share and also
increased their sale which lead to enhance in profit margins of the company. This product will
carry a high price as a revamp make customers believe that they are getting a product with
superior to original. It make aware the consumer about the company's brand and it will be helpful
to eliminate poor image of the company. This product is also beneficial for the consumers as it
will give health benefits to the consumer by protect them from various types of disease.
Competitive organisational environment by applying environmental analysis tools
SWOT analysis
This matrix is used by many business organisation as it is very common analysis tool. It
help the companies to evaluate he internal and external environment. It is an essential part of
business's strategic planning process. By using this analysis a company make enable to making
strategic planing and decision taking process by introducing available opportunities to the
organisation (Ekici and Toksoz, 2021). In context of Dyson there is an analysis of the micro
environmental components are given below:
Strength Weakness
 Dyson manufacture innovative products
and design them with a great care. Their
each product is goes through the quality
check.
 It product product with great and new
design for every product. Its product are
unique and manufactured with bright
colour which go with design and
product.
 The company has a motivated team and
having diverse skill among all of its
 The product's of Dyson are very
expensive as compared to other
competitors. It is a great weakness for
the respective company as it might tend
to lose its customers.
 The company face tough competition
from its rivals as they have high brand
power ( Shahani, 2020).
 Dyson is home focused, lacking any
product and experiencing selling for the
commercial use.

employees in order to produce god
quality product.
Opportunity Threats
 Dyson has a lot of great opportunities if
it want to expand their production and
sales across the world.
 It can include the new feature with in
their products to meet the customer's
requirement as it will provide them a
rich customer experience ( Shan and
Tahir, 2021).
 U.K. has strong requirement for home
décor as it evergreen market there. It
provide the opportunities for the
respective company to expand its
business growth.
 Availability of the cheaper products in
market is a big hurdle for the company.
Due to this, customers tend to buy
cheaper products that hit the business of
Dyson.
 In U.K., the housing market has always
fluctuated, so it is a serious threat for the
respective company.
 When the company is delay to launch
their product then a big threat there can
be that the similar product is introduced
by its rivals.
PESTLE analysis
Dyson is an international enterprise that deal with the manufacturing of household
appliances such as fans, hair dryers, vacuum cleaners heaters etc. it machinery is operating in
more than 65 countries successfully. Considering the PESTLE analysis there is realization the
affect of external factors on Dyson's working operations in international market (Farrukh and et.
al.,2021).
 Political- These factors are related to the government interfere within the economy as it
include tax policy, trade restrictions, and political stability. In relation to Dyson, in recent
time UK's government expected go through the unstable condition due to which, the
business of respective company is affected. This instability impact company's sales, supply
chain and cost that incurred during production.
 Economic- These factors drastically impact the operation of a business including inflation
rate, exchange rate, economy rate and the interest rate. In context of Dyson, if the growth

rate is high in the country then the company's sale is expected to increase. Whereas if the
inflation rate goes high then it will reduce the customer's buying power and thus the sale
of Dyson also goes down.
 Social culture- Theses factors are related to the health and cultural aspect of society and it
involve age distribution, population growth rate and career attitude. In relation to Dyson,
it is very consistent to provide an innovating technology to meet the customer's needs. If
the lifestyle of customers matches with what Dyson offer then the sale of respective
company as expected to increase (Faust, 2020).
 Technology- These elements impact a business essentially as it include the technology
incentives, rate of technical changes, automation and many other. In case of Dyson, it
always adopt the latest and innovative technology trend in order to be ahead of its
competitors. They invest heavily in research and development so that they can provide
solution for its customers.
 Legal- These factors impact how a business operates, demand for their product and its
costs. It include the safety law, employment law, consumer law, discrimination and health
law. In relation to Dyson, it is an international company so it is essential for them to
comply with the rules and regulation of different countries to sell its products legally with
in these market. By following these rules they can build its good bran image ans increase
their sales (Hassan and et. al., 2021).
 Environmental- In this, these factors contain ecological and the environmental aspects
such as climate, weather and environmental offsets. In context of Dyson, it is investing in
the projects including ecological investment as it make them enable to enhance their sales
and peoples become more aware than ever. By this, the company is playing its role in to
save the environment.
Marketing mix and recommendation for the organisation
The marketing mix analysis refer to a set of different action used by the business to
promote and build their services and product to target customers. This tool help the company to
decide that it able to provide right product, to the accurate customer at right place and correct
time. In context of Dyson, here are four Ps of the marketing mix that are mentioned below:

 Product- It is a product that the company offer to its customers to satisfy their wants and
needs. It is either intangible services and tangible products that seem to fulfil customer's
demand or need. Product follows the logical product life cycle, it also essential for the
marketer to understand various stages or its unique challenges. The potential customers of
the product require to be known and understood. In context of Dyson, its vacuum cleaner
was main reinvention, it was first bag- less cyclonic, light weight, durable, good quality
and very convenient to use. It is enforced with new vacuum cleaner by making this a
complete reflection of Dyson's best design, quality control and engineering ( Magistretti,
Pham and Dell'Era, 2021).
 Price- It is the actual amount that the final user is expected to pay in exchange of a
product. The product's price directly impact sales. It is linked with perceived value of a
product is to the buyer rather than the goal costing of a product. The company need to
analyse when and if the discounting is appropriate. The product's price also be impacted by
value chain cost, distribution plan and the markup and how rivals competitor price. In
relation to Dyson, the owner made simple strategies regarding price as he made customers
to believe that they are buying a high quality product of modern technology. He design his
vacuum cleaner by focusing on flaws of their contemporaries by despite price tag people
trust that this bran is worth every penny (Xing, Tan and Wang, 2021).
 Place- It is about that how the product will be provided to target customers. The
distribution is key component of placement. This placement strategies help the business to
assess most suited channel for product delivery. It show about how the products are
accessed by the final user also require to compliment the rest of product strategy. It involve
the decision regrading to the placing of a product in stores and display them on a specific
stores. In context of Dyson, it has to maintain complex global supply chain in order to
reach into every regional market. Recently it has decided to re- engineer their logistic and
the supply chain mechanism. Now, it will harness the control centre which will use an
advanced logistic technology and a software in order to mange distribution's aspects. This
software will be used as a three- tier system so that it can tack the transportation and
evaluate the efficiency by using shipping data (Makedon and et. al.,2020).
 Promotion- The techniques and marketing communication strategies all fall under
promotion heading. It include the sales promotion, public relations, advertising and special

offers. What ever communication channel is used by the company, it is very essential to be
suitable for given product and end user this is being marketed to. There is a difference
between promotion and marketing, promotion is a communication aspect of entire
marketing function. In relation of Dyson, its promote vacuum mainly on television advert.
By the television advertising, they become enable to convenience its customers that this
vacuum is best. Their new marketing communications strategy is to relay on company's
values and missions. This company always invest in the employees training and
development in order to promote company's ethical aspects.
Recommendation
It is an act of saying that something is good and also deserve to be selected suggestion and
advice about what there should be done and explain that why a person or company is appropriate
(Mogaji, Maringe and Hinson, 2020). In context of Dyson, there are some recommendation which
may be helpful for them in order to make their brand product very effective.
 It is recommend to the Dyson, that they revamp their vacuum in such a way that it
become easy to use by the peoples. This vacuum should contain the facility of sanitizing
as it will sanitize during dusting as it is very beneficial for the health. In this pandemic
situation it will be a good step of the company to manufacture these type of vacuum
cleaners it will lead to high sale as health conscious peoples prefer these kins of product
to avoid the disease.
 They should fix its price that can be affordable for most of peoples because its products
are very expensive. They revamp the vacuum cleaner in a smaller size and shape due to
the inability to cope with its tedious work as the departmental store janitor.
 There should be the facility of convenient availability this product so that customer can
buy it easily. To make the target audience aware about their new product, the Dyson
should advertise their product online as it is very effective way to spread their message to
a wide range of customer in less time. They should design this product in a way that
attract customers and make them able to buy it at the mentioned price.

How the brand can be improved and its impact on brand position.
Brand is a business concept which help to identify product, company and individual. An
organisation cane improved its brand by several methods. In context of Dyson, these are some
way to improve its bran given below:
 Authenticity- A organisation should be authentic to who they are, the values they have
and skills they excel at. An authenticity is imperative to the branding success. Dyson
should avoid the pressure to constantly reinvent itself and inflate their message or
information. A simple articulation of who they are and what they are good at shared clearly
will suffice to nail down their brand (Morgado, 2020).
 Target brand message- The company have to find out a group which desperately cares
about what the company has to say. Dyson should target those customer who are interest
in their product. It brand name should contain a meaning with a symbol status.
 Maintain high standard for design- It is the visual communication such as shape, colour,
and organise component on the website page and email campaign. The Dyson also should
manufacture its vacuum in a unique design in order to maintain its high standard among
people
Impact on the brand positioning
Positioning is refer to establishment of the product's uniqueness as compared to
competition. Branding is a process to give meaning to a specific company, product, service and
organisation by creating or shaping a bran in the consumer's mind. When a company bring a
product with some new modification the it affect its positioning. The Dyson also bring its vacuum
cleaner with a revamp so it impact in its positioning within the market. It affect the brand
positioning in several way which are given below;
 Uniqueness- By launching a new product the company's brand get a unique as it offer
some new features. Dyson, introduce its vacuum cleaner with latest feature due to which it
get recognition among the people. This quality of product make enable the company to
compete within the market.
 Bring competitive advantage- A company extend its bran positioning by offer a product
with some new quality. Dyson also bring its vacuum with some beneficial quality which

help it to gain many competitive advantage. It also help the business to extend brand with
improving its image and reputation in market ( Punamiya, Loya and Tekwani, 2020).
 Acquire market share- If a product is come with the new features and relaunch some
campaign give awareness to the customers which help to acquire more market share. In
case of Dyson, people are very aware about the product and they have the knowledge of
product's feature. Due to this, Dyson is able to get more market share.
CONCLUSION
From the above report it is concluded that, product revamping will change the look of an
item in some way. It can be in the form of different design and packing. For an organisation, it is
very beneficial to revamp its product as it will help to gaining many competitive advantages and
offer a new variety to the customers. During the product revamping, a company should analysis
the macro and micro environmental factors to determine those components that may impact the
specific product in positive or negative way, the marking mix analysis make enable to the
company to make some promotional strategy for product in market which help them to cover the
market are on the basis of their analysis. They should make some effort on order to improve its
product and the marketing mix strategy to launch its revamping product efficiently. The product
revamping help the company to improve their market positioning and make enable them to
compete with the competition by their rivals. By this the organisation can gain some competitive
advantage. So to improve a company's brand efficiently the product revamping is a good method
in an organisation.

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