BMP4004 Marketing Portfolio: Dyson's Contemporary Marketing Issues

This portfolio provides an analysis of Dyson's digital marketing strategies, focusing on campaign objectives, success measurement, and the use of various communication platforms such as Facebook, Instagram, Twitter, YouTube, and the company website. It highlights the importance of digital marketing in enhancing brand popularity and sales, particularly for Dyson's hair dryer product. The report discusses strategies like online advertising and social media engagement, emphasizing their role in increasing customer satisfaction, market share, and overall profitability. The reflection section underscores the significance of digital marketing's accessibility, flexibility, and tracking capabilities in optimizing marketing efforts and expanding business activities. The study concludes that effective digital marketing is crucial for maintaining positive customer relations and sustaining a competitive brand image.

Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Practical Skills Assessment Portfolio
Submitted by:
Name:
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Contents
Introduction 3
Campaign objectives 3
Measurement of success 3
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
Digital marketing is basically defined as an process which is utilized by many
companies for enhancing the popularity and sale of their services and goods at higher rate.
Here also company used specific and effective techniques in this process for enhancing their
market share and revenue at higher level. Those techniques are online advertising, allocation
of budget, sales promotion, use of effective supply chain management and so on (Amin,
2021). Here the chosen organization is Dyson for understanding the nature and concept of
digital marketing. The company was established in 1991 and this company is mainly dealing
with various household home appliances goods. The report will cover measurement of
success, campaign objectives, campaign plan, communication platforms which includes
Instagram, twitter, Facebook and you tube. This report will be prepared on the basis of
utilizing secondary data which includes journals, magazines, newspapers and others.
Campaign objectives
In context to Dyson, the top level management are considered various objectives
during the time of conducting effective marketing campaign for their product and services.
Their main products are air purifier, vacuum cleaner, heaters, blade less fans, hair dryer and
so on. But out of these products hair dryer is the highly valuable and useful product to all
categories of customers. The main objectives during the time of attending this campaign are -
 With help of facilitating high tech features and specifications in this product the above
mentioned company is able to maintain the satisfaction level of customers in long
time.
 Due to facilitating this type of valuable product to users, their money and time are
easily saved at maximum level at the time of putting various cloths.
 Due to facilitating hair dryer and other goods of Dyson to customers in best quality
their profit margin and market share are highly enhanced within low time.
 Due to facilitating these type of products to consumers management of Dyson is able
to increase their desires and needs at maximum level.
Measurement of success
Measurement of success is basically refer to a process which is carried by the
management of Dyson in aspect of evaluating the previous and current performance of their
workers. That means effective success rate of employees within company is very essential for

facilitating goods and services to customers according to the quality standard of organization.
For measuring the success rate of company in effective manner management need to use
various techniques which are described below -
 Checking satisfaction level of consumers – Maintaining customer satisfaction level
is a very important concept for above mentioned company. It leads to sustain positive
relationship with all categories of users effectively. Due to this the profit of
organization is easily enhanced at higher rate within short time. In respect of Dyson,
higher authority always evaluate the feedback of their previous and new client
effectively regarding their goods and services. Due to the effective analysis firm is
able to identify and solve their real problems quickly.
 Analyzing business financial statement – It is also the one type of technique which
is required to utilize by organization (Chatzigeorgiou and Christou, 2019). Because
due to the effective analysis of financial statement such as cash flow statement,
income statement and balance sheet statement, management easily identified that in
which area improvement is requirement. Then after the effective identification Dyson
is able to facilitate strong solution to their employees which leads to enhance their
work efficiency effectively for long time.
 Stay current on market - It is also a very important concept for organization
because here management always need to upgrade their knowledge and technology.
Due to the effective up gradation organization is able to sustain their brand value and
brand image in market and in customers minds effectively. This method also assist the
organization for enhancing innovation and quality in their products such as vacuum
cleaner, hair dryer etc . Due to this the popularity of their product are easily
sustained in long term.
Campaign plan
Here the selected product from the above mentioned company for understanding the
concept of marketing campaign is hair dryer. The campaign plan is basically defined as the
final execution of various plans by top level management for sustaining mission, vision and
objectives in long term. Due the effective use of this type of plan management is able to
accomplish the requirements of their employees and customers in time. The other benefit
during the time of conducting this campaign is that Dyson is able to develop strong
communication with all customer segments and also with various employees for long time. In
this procedure different types of strategies are used by the organization for increasing the

popularity of their specific product like hair dryer. Those type of strategies are use of social
media platforms, online advertising, digital marketing etc. With help of these type of
strategies organization easily enhanced the value of their products in the minds of users at
high rate.
Communication 1: Facebook
It is basically refer to the social media platform where variety of data are shared with
each other with bless time. It is not only a social media platform because in this platform
professional information are also shared between multiple customers . Due to the effective
utilization of various services and functions of Facebook all categories of customers are
connected effectively with organization. In respect of Dyson authority must utilize social
media platforms in effective manner for enhancing the sale and awareness of their new
product in market. The main benefit during the time of utilizing Facebook is that organization
have the option for spreading the specifications of their product at higher rate. Due to
highlighting specifications in their product desires and wants of customers are easily
increased at maximum level within short duration.
Communication 2: Instagram
It is also the one type of social media platform which is highly important for
organization for enhancing the awareness of their product effectively in market (Kardos,
Gabor and Cristache, 2019). The main function of this social media platform is to sharing the
information's of various goods and services to users quickly. In relation to Dyson authority
must use this social media platform also for developing strong relations with customers
within low time. The main benefit during the time of using Instagram is that the organization
is able to create length video in the form of reels about their product. Due to this customers
are easily attracted in large number for buying this product. It leads to enhance the revenue
and profit margin of company at large scale in less time.
Communication 3: Twitter
It is also the one type of social media platform which is highly important for
organization in aspect of sustaining their goodwill and productivity in long term. Twitter is
also known as app which is highly consumed by young generations with help of mobiles
because it is a very eco friendly and advanced facility for them. Due to having this type of

facility customers have the options for access or search the various types of information
quickly. In relation to Dyson, due to the effective use of this social media management easily
facilitates reliable and meaningful data to users regarding their hair dryer quickly. The main
advantage during the time of using this social media is that Dyson easily target those type of
consumers who is highly beneficial for them in aspect of increasing their profit and goodwill
in market.
Communication 4: YouTube
You tube is also the one type of social media platform which is easily used by
organization but here difference is that here information are shared with customers in visual
mode. In comparison with other methods such as Twitter, Facebook and Instagram, you tube
is a very strong and effective strategy for enhancing the wants and desires of users at higher
rate. Due to enhancing their desires and wants the sale of their new product is easily
increased effectively increased for long duration. The other advantage for using this method
is that here company is able to repeat their adds without any type of delay (Mwale,
Simuchimba and Cheyeka, 2021). In relation to Dyson, authority must utilize this strategy in
aspect of repeating the specifications in their product in front of customer’s eyes on regular or
weakly basis.
Communication 5: Website
Here the main role of website is to facilitate meaningful and accurate information to
their customers. Therefore, it is essential for Dyson that they must develop strong and
attractive portal for facilitating information and services regarding their product effectively.
Due to facilitating honest and meaningful information to customer, the positive relations are
easily sustained with them for long time. But in some situation if the data is not mentioned
properly then customer get confused and also creates negative impression towards company
goodwill at maximum level. Due to facing negative thoughts or impression firm is not able to
sustain their productivity level effectively for long time. Due to these for solving these issues
company need to put attractive designs and extra security features in their official websites in
systematic manner.
Reflection on Campaign
After the analysis of above information it concludes that the strategy and concept of
digital marketing plays the important role for enhancing the revenue and popularity of
organization at maximum level. With help of effective marketing strategy or digital

marketing firm is able to develop strong coordination with consumers for long duration. The
other significance in the aspect of digital marking is that easily accessible and with help of
this facility convenience are easily enhanced for customers regarding searching various types
of information quickly. Due to receiving information in time the sale of their hair dryer is
easily increased within low time. The next importance is flexibility and due to managing
flexibility in their services and products users are able to availing their new product in less
time. Flexibility is also essential for doing fast money transaction between customer and
organization in any situation. The other importance is expansion of organization, that means
due to increasing the profit of organization, management have the opportunity for expanding
their services and business activities in different locations. The last and foremost importance
is effective utilization of social media (Naseri, 2021). Here consumers tend to engage mostly
with the materials of marketing which is responsible for combining multiple types of content.
Those contents are audio, video clips and photos. In the form of tracking also digital
marketing plays the important role for customers. Besides communicating with customers,
digital marketing lets you track their activities. This also shows that which marketing
methods are most effective, allowing you to refine and improve your strategy.

Conclusion
After the analysis of above information, it is concluded that digital marketing is very
important for maintaining positive relations between firm and customer for long time. With
help of various marketing strategies firm is able to run their business in smooth manner.
Various marketing strategies includes online advertising, digital marketing and sales
promotion organization easily enhanced their portfolio effectively. Good marketing process
also helped the company for maintaining effective relations with consumers for long
duration. Because without better relation the brand image of the organization are not
sustained between other other competitors easily. Effective marketing also helped to increase
awareness of the product by using different types of strategies which online advertising,
digital marketing and sales promotion.

References
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