Creating a Market Strategy to Promote Dyson's Vacuum Cleaner

This report develops a comprehensive marketing strategy for Dyson's new vacuum cleaner, focusing on key elements of the marketing mix. It begins by analyzing the product strategy, emphasizing the need to meet consumer needs through quality and innovative features like advanced swivel steering and LED lights. The pricing strategy considers production costs and competitor analysis to achieve a competitive advantage, while the distribution strategy suggests using retail channels with intensive distribution to maximize product availability. The promotion strategy advocates for a blend of traditional and modern advertising tools, leveraging social media and digital communication to attract younger audiences, alongside traditional media for older demographics. By effectively implementing these strategies, Dyson can enhance its market position and drive sales for its new vacuum cleaner. Desklib provides a platform for students to access similar solved assignments and past papers.

Market Strategy

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Introduction
The combination of all marketing goals into one of the comprehensive plan; the plan
is known as the market strategy. The company designs the market strategy by focusing on the
market mix in order to achieve the maximum profit and boosting the sale of the product. The
marketing mix is a model of marketing which helps in taking the decision of broad levels
such as product, price, promotion and place strategy. To develop the strategy the company
has to set the target market (Fan, Lau, & Zhao, 2015). In this report, Dyson is taken into
consideration to develop the market strategy for the new vacuum cleaner. Dyson Ltd. is a
British technology company; it manufactures the vacuum cleaner, heaters, bladeless fans,
hand dryers, and many others. In the recent time, the company introduces the new vacuum
cleaner (Dyson, 2018). In this report, the marketing strategy will be developed to promote or
to increase the sale of the vacuum cleaner.
Marketing strategy
Product strategy
This strategy refers to the item which is ready to deliver to the customer. The product
must deliver with the minimum level of qualities which satisfy the consumer needs. It is
necessary to maintain the quality of a product for the company to boost the sale or to attract
the consumers towards the product (Bahadir, Bharadwaj, & Srivastava, 2015). It has been
seen that the company target the women and families for the product. Consumers of the
product want a fast and easy way to clean the house. The vacuum cleaners are the only
solution which satisfies the consumer needs. The company has to follow this strategy to
analyse consumer behaviour towards the product and its services. The company has to adopt
the more techniques which fulfil the consumer needs and also add new features which make

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the work easier. The product should contain the advanced swivel steering, LED lights, and
which consume less electricity. New features make the product different from the other
product of the company. The company should contain these features and makes the product
different so that a large number of consumer attract towards the vacuum cleaner.
Pricing strategy
In this strategy, the price of a product depends on the cost of production. The
company gets the competitive advantage by selling the product at a low cost. There are
various types of strategies which are tied into a business plan which is used to differentiate
and enhance the image of a product. It is a strategy which is the only marketing mix variable
which helps the company in generating the income. The company has to analyse the price of
competitors of the product (Huang, & Sarigöllü, 2014). The company should adopt the new
technology which helps to reduce the production cost of the product. The company gains the
competitive advantage by reducing the cost. Low product cost and the high selling price helps
the company in generating the high income (Nagle, & Müller, 2017).
Distribution strategy
It is a strategy which is developed to serve the services to the target customers
through the supply chain. Distribution channel should be appropriate to reach the customer;
the channel is designed according to the target customer. Dyson has to distribute the vacuum
cleaner through the retail channel so that the product can easily available to the consumers.
Retailers can easily influence the target customer towards the product and they can also
provide the information to the consumers related to the product. Retailers are the
intermediaries of the product which influence the women and families by elaborating the
qualities and features of a product (Chatterjee, & Kumar, 2017). The company can distribute
the product to the retailer by using intensive distribution under which the company sell the

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product in the widest area and cover as many outlets. Intensive distribution would be
beneficial for the company because it covers the possible area by selling the product in the
market.
Promotion strategy
It is an essential strategy to boost the sale or generating the high income. Promotion
strategy is the most visible element of a market strategy. In this strategy, the company
promotes the product through advertisement tools such as traditional and modern tools. The
advertisement contains two tools such as tradition and modern; traditional tools contain the
newspaper, radio, television and many others. The modern tool of the advertisement includes
digital communication. Nowadays, people are getting attractive toward the social media and
social web. People use smartphones to do the whole work online; the company should
analyse the market and then decide the communication channel (Jhally, 2014).
Dyson has to adopt both tools because there are many old ladies who require the
cleaners but did not aware about the new trend. The company can use the newspaper and
radio to inform the old people. To attract the young generation, the company can analyse the
taste of the consumer towards the product of the company by seeing the reviews on social
media. As per the analyses, the company can promote the product in the market so that a
large number of consumers attracts towards the product. Dyson communication strategy
includes the various tools to communicate with the customers. The company can easily
communicate with the customer directly through social media or by updating their own
webpage. The company can post their latest product images with the features and offers the
discount on the special occasion to promote the product in the market. The young generation
wants comfort in life so that they are more attracted towards the product. They also use social
media more instead of traditional tools so that digital communication would be beneficial for

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the company. By using both types of tools; the company will reach at a large number of
consumers (Moriarty, et al., 2014).
Conclusion
From the above analysis, it has been concluded that the company gets the advantage
by developing the market strategy. The market strategy includes the four strategies such as
product, promotion, prices and distribution strategy. The product should satisfy the consumer
needs with the reasonable prices. Price makes the product different from other companies and
attracts more consumers. The company has to use the retailing channel to reach the
consumers with the intensive distribution. The new vacuum cleaner of Dyson will achieve
high growth in the market by following market strategy.

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References
Bahadir, S. C., Bharadwaj, S. G., & Srivastava, R. K. (2015). Marketing mix and brand sales
in global markets: Examining the contingent role of country-market characteristics.
Journal of International Business Studies, 46(5), 596-619.
Chatterjee, P., & Kumar, A. (2017). Consumer willingness to pay across retail channels.
Journal of Retailing and Consumer Services, 34, 264-270.
Dyson. (2018). Overview. Retrieved From: https://www.dyson.com/for-business/dyson-
business/dyson-for-business.html
Fan, S., Lau, R. Y., & Zhao, J. L. (2015). Demystifying big data analytics for business
intelligence through the lens of marketing mix. Big Data Research, 2(1), 28-32.
Huang, R., & Sarigöllü, E. (2014). How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp.
113-132). Springer, New York, NY.
Jhally, S. (2014). The codes of advertising: Fetishism and the political economy of meaning
in the consumer society. Routledge.
Moriarty, S., Mitchell, N. D., Wells, W. D., Crawford, R., Brennan, L., & Spence-Stone, R.
(2014). Advertising: Principles and practice. Pearson Australia.
Nagle, T. T., & Müller, G. (2017). The strategy and tactics of pricing: A guide to growing
more profitably. Routledge.