BSc Hons Business Management: Dyson Marketing Campaign Portfolio

This portfolio presents an integrated marketing communication campaign designed for Dyson's new V15 Detect laser technology vacuum cleaner. The campaign objectives include promoting the product, generating awareness, and launching the product through proper positioning. Success is measured using tools like Facebook insights and Google Analytics. The campaign plan incorporates various social media platforms such as Facebook, Instagram, Twitter, YouTube, and a dedicated website to attract customers. The reflection on the campaign discusses the shift from traditional to modern marketing, emphasizing the use of digital tools and the importance of customer satisfaction. The report concludes by highlighting the role of communication tools and integrated marketing in promoting the product and brand.

BSc (Hons) Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Practical Skills Assessment Portfolio
Submitted by:
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Table of Contents
Introduction ...............................................................................................................................2
MAIN BODY ..........................................................................................................................3
Campaign objectives .............................................................................................................3
Measurement of success.........................................................................................................3
Campaign plan........................................................................................................................4
Communication 1: Facebook .................................................................................................4
Communication 2: Instagram.................................................................................................4
Communication 3: Twitter.....................................................................................................4
Communication 4: YouTube .................................................................................................5
Communication 5: Website ..................................................................................................5
Reflection on Campaign ........................................................................................................5
Conclusion..................................................................................................................................7
References .................................................................................................................................8

Introduction
Integrated marketing communication is the strategic and coordinated use of
promotional tools to create a consistent message across the various channels to make sure that
the maximum focus and impact should be on company's current and potential customers. This
term takes a 360 degree view of the customer (Pawar, 2020). The integrated marketing
communication promotes the long term relationships, along with that the technology is also
helpful in targeting the customers by eliminating the issues faced during the promotional
activities. This report will include the designing of an integrated marketing communication
campaign built around the new V15 detect laser technology equipped vacuum cleaner
developed by Dyson which is a multinational British retailer specializing in electronics and
home appliances.
MAIN BODY
Campaign objectives
The term campaign is defined as the series of various operations promoted to achieve a
particular goal or an objective. Following are the objectives of campaign.
 Promote the product
The term promoting involves various kind of activities such as, the creation of marketing
strategies, opting new ways to increase the sales, sharing knowledge about the product
launching in the market etc.
 Generate awareness
Generating awareness is considered as an important term related to the campaign objectives,
as it spreads the knowledge and information about the specific product that is offered by the
company, in comparison to the products offered by its competitors. This is a key step related
to the promotion of new product (Frig,Polsa,and Heliskoski,2022)
 Launch the product through proper positioning
This is basically a process, which usually begins with understanding the target customers.
The main aim of positioning is to create a position in the minds of the targeted customers. A
product can be positioned In various ways, like advertising, the product packaging and even
the way in which the product has been priced. This also helps and allows the firm to filter its
customers, marketing strategies and their perspectives.

Measurement of success
Following are the tools which can help in the measurement of the success of campaign.
 Facebook insights
This is basically an analytics which can be used to track the user's behavior and the pat
performances, given on the Facebook page. It also includes the page views and the post
reach, this platform also helps and recommends the competitor analyze and track the
functions and activities performed. This is an effective tool in the measurement of the
success.
 Google analytics
The term google analytics is an excellent tool for measuring the advertising return on
investment. It also keeps the track of the videos , other social networking sites and
applications. The google analytics is also a part of google marketing platform which is
available for free to anyone who is having a google account. This analytics basically collects
the information about the visitors of the site, it also provides excellent insight for the users
behavior collecting all the valuable data at a time (Nyambura Mwangi2018).
Campaign plan
This campaign plan will includes the promotion of the new product namely, V15 detect, by
Dyson. Which is great for the usage purpose as it is very easy and have more power than
other models, without costing that much money. Various social media platform will be
considered helpful in promoting the product digitally also. Some effective and useful sites are
as follows which can be effective in the promotion of V15 Detect by attracting the customers.
Communication 1: Facebook
Facebook is a well known platform for influencing the customers and promoting the new
products in the market. The business can use the various methods such as showing off the
skills by making a page or highlighting the features by creating catalogs etc.
Communication 2: Instagram
Instagram is the most used platform by today's youth. This application is useful in promoting
the digital marketing, by using appropriate hashtags, uploading photos of the products,

making short reels for showing the quality and creativity of the products, by making sure
that how their product is different from that of their competitors (Komala,2020).
Communication 3: Twitter
Advertising on twitter can be the most attractive and effective way to promote the product by
attracting the customers, as twitter is a well reputed social networking platform. This
application can help the business to grow their potential buyers, twitter is an interesting
platform, determining which promotional ads are relevant for the users, including whom the
user wants to follow and how the interaction is initiated through the tweet.
Communication 4: YouTube
You tube is the most searched engine on the online platform , it is also a safe application
which can be used to promote the product digitally, by posting the videos and the short
previews for the same. The YouTube basically builds a community for your content, by
encouraging videos through the help of subscribers. It can attract more customers by
generating high demand for the videos of your relative product or content etc, by serving it to
the large number of people visiting on the social networking site of you tube (Dovzhik,
Dovzhik, and Kurasova, 2021).
Communication 5: Website
The term website is considered as an effective tool if the company wants to generate its
product digitally, this application can also be useful to establish a strong position of the
business profile, so as to convey the relevant information to the customers to attract them
(Ilgaz Sümer,2020).
Reflection on Campaign
Traditional marketing is a type of marketing where a marketer uses offline marketing
or tradition platforms such as broadcast media, print media, etc. to promote their products
and services. Marketing is a method of attracting the customer to buy the product and
services and promote their brand along with this it includes various processes such as
planning, searching, promoting and selling the products . Traditional marketing has been a
part of the organization for a long time and every year the company invests it's money in
marketing because they know that competition is increasing day by day in market and

companies have an option of using various method to promote their product and compete
with their competitors. Before the demand of digital marketing and social media marketing,
most companies used traditional marketing to promote their products to the customer and
spent huge money towards these methods such as pamphlets and guerrilla marketing.
Digital marketing and social marketing is best choice for promoting their products to
wide range of people who use technology but traditional marketing has the ability to reach
those people who live in rural areas and do not use any digital media still it is expensive.
Modern marketing involves the use of various digital technologies which include Internet of
things (IOT), internet connected devices such as mobile phones, computers, laptops etc. and
integrating marketing communications tools which helps the company to encourage the
consumer to buy their products and now technology is transforming the market profession as
companies are using various new tools, techniques and strategies for promoting their product
for the consumer so marketers will have to be more creative and imaginative. They use
different digital tools like YouTube videos, social media profiles, post video and pictures on
Facebook and Instagram to attract the audience (Helianthusonfri,2019).
Marketing is not a new concept but due to technological development the method is
changed because traditional marketing is a product oriented concept in which the company
mainly focuses on increasing the sales and gaining more profit but modern marketing is
more consumer oriented as their main focus is consumers satisfaction with their brand. At
present modern marketing uses a digital platform to promote their brand and product , it is
more convenient because its easily covers the wide range of consumers to compare the
traditional marketing for example- E- Commerce websites helps the company to sell their
product online and allow the customers to purchase the product through their website and it
also covers large audience. Using social sites helps the company to track their performance
and conduct campaign which provide information related to the product along with that, they
also share the pictures and videos on Facebook and Instagram for maximum engagement.
I used campaign channels such as Dyson's you tube channel and its various social media
handles such as Facebook, Twitter, Instagram, digital marketing and IMC these methods
help the company to promote their product . Dyson's make a short video of new product
and post this video on you tube channel which helps the company to grow their audience
worldwide and they also have thousands of subscriber which helps to promote their
channel and buy their product . They can use their Facebook page because its is a great free
market tool for Dyson's and it helps to encourage the audience to buy their products . This
page help the company to identify the costumers taste and preferences better and also allow

them to connect with their target consumers socially and it is effective way to promote
their new products online. Now a days mostly youngster are using twitter and Instagram on
daily basis so Dyson's have a opportunity to increase audience through their page like
twitter helps to know that what happening in the world on daily basis along with they
connect the firm with public and also provide daily updates like how many consumer love
this product and they also take some review that what we need to improve in our new
product (Nyambura Mwangi,2018).
Dyson can also use Integrated Marketing Communications (IMS) tools such as online
marketing, advertising , public relation and sales campaigns these tools helps the company to
promote their product more effectively and efficiently . They also used digital marketing
method such as social media profiles , video content, make website and also doing search
engine optimization with google this tools allow the marketers to reach their prospects to
support their product and also give a chance to audience to follow their brand on social
media .
Conclusion
The above report went into detail regarding complex processes involved in the field of
integrated marketing communication which is the process to linked the all forms of
promotional tools together to promote their product and brand to among their target costumer
and briefly discuss the importance and application of digital marketing tools in contemporary
marketing . In this report we also discuss the role of communication tools in the company
to promote their product and lastly give a short reflation on company and describe that how
company use this tools for lunching their new product along with encourage the consumer to
buy their product .

References
Books and journals
Dovzhik, G.V., Dovzhik, V.N. and Kurasova, O.V., 2021. Empathy and Identification as an
Online Technology of Blogger’s Communication in Digital Marketing. In Socio-
economic Systems: Paradigms for the Future (pp. 1291-1301). Springer, Cham.
Dyson, J., 2020. The Seminal Seventies. Shaping the Landscape: Celebrating Dance in
Australia.
Frig, M.M., Polsa, P. and Heliskoski, J., 2022. Responsible markets and marketing.
In Transformative Action for Sustainable Outcomes (pp. 70-76). Routledge.
Helianthusonfri, J., 2019. Belajar Social Media Marketing. Elex media komputindo.
Ilgaz Sümer, S., 2020. A New Marketing Trend in the Digital Age: Social Media Marketing.
In Digital Business Strategies in Blockchain Ecosystems (pp. 133-151). Springer,
Cham.
Komala, C., 2020. Integrated Marketing Communication (IMC) Islamic Business Ethics
Perspective. Khazanah Sosial, 2(2), pp.57-62.
Nyambura Mwangi, R., 2018. Influence Of Integrated Marketing Communication On
Performance Of Hotels In The Hospitality Industry: A Study Of Small Catering
Firms, Narok Kenya.
Pawar, A., 2020. Evaluation of Impact of Instagram on Customer Preferences: The
Significance of Online Marketing. Varma, M., Dhakane, N., and Pawar, A.,
Evaluation of Impact of Instagram on Customer Preferences: The Significance of
Online Marketing. International Journal of Scientific & Technology Research, 9(2),
pp.548-554.