Dyson Brand Extension Strategy: Principles of Marketing Report MG412

This report provides an analysis of a brand extension strategy for Dyson, a British technology company known for its household appliances. The report begins by introducing Dyson, its existing brand, and brand values, followed by an application of Kapferer's Brand Identity Prism model. It identifies the target market for a new product, a hair dryer, focusing on consumers who value advanced technology and fall within the middle-to-high income bracket. The report includes a PESTEL analysis to understand the external market dynamics and utilizes the Ansoff matrix to explore growth strategies. It explains the new product in detail, highlighting its unique design and faster drying capabilities. A comparative analysis is conducted against competitors like Samsung Electronics and Bosch. The report concludes that the new product has the potential to be successful and suggests penetration pricing and competitive pricing strategies. It references various academic sources to support its analysis.

Principles of marketing
Name & ID

Contents
1. Introduction
2. About Dyson
3. Existing brand and Brand Values
4. Kapferer brand identity prison model
5. Target Market
6. Analysis of the New Market, Including Trends
7. An Explanation of the New Product
8. Comparative Analysis

Introduction
The principles of marketing defines an organisation of
activity which exchanges product and services and
value to customers is provided. The aim of report is
produces an effective marketing plan for which
DYSON is selected (Aggarwal and et. al., 2019).

About Dyson
It is a British technology founded in 1991 by James Dyson in
UK. It designs and manufactures household appliances such as
vacuum cleaner, hand dryers, etc. The market share of Dyson
is 27%. The market size is about USD 20.66 billion.

EXISTING BRAND AND BRAND VALUES
The term brand defines to name, design, symbol or other feature
for goods identification of seller being different from other
sellers. The Dyson is concerned with manufacturing and
designing of household appliances for women which wants to
have brand extension in market by determining the needs and
preferences of customers (Beirman, D., 2020).

KAPFERER BRAND IDENTITY PRISON
MODEL
• Brand Physique
• Brand personality-
• Brand culture
• Brand relationship
• Brand reflection
• Brand self-image

TARGET MARKET
The target market of for the Dyson are consumers who value their technology advanced products.
It will target to middle-high income along with male and female of age group between 25-45. The
segmentation is a process of dividing large market into segments by putting focus on particular
group.

ANALYSIS OF THE NEW MARKET,
INCLUDING TRENDS
PESTEL analysis
It is a technique of external environment which provides understanding of market dynamics and
business growth.
• Political factor
• Economic factor
• Social factor-
• Technological factor-
• Environmental Factor
• Legal factor-

CONTINUE…
Ansoff model
The Ansoff matrix defines a strategic tool that supports and guides companies in making decisions
about growth. It is influenced by external and internal factors.
• Market penetration
• Market development
• Product development
• Diversification

AN EXPLANATION OF THE NEW PRODUCT
In the existing product line of Dyson, the product can be
expanded such of hair dryer which will help woman in
Drying their wet hair. The Dyson will use the option of
product development by establishing new product. The
product look of hair dryer will be unique that will dry hair
50% faster. It brings the innovation technology in product
and gained market leadership.

COMPARATIVE ANALYSIS
Dyson Samsung electronics Bosch
It deals in company
manufacturing electric domestic
appliances.
Samsung Electronics is a company
engaged in the manufacture and
distribution of electronic products
(Lindgreen and et. al., 2020).
The Bosch Group is a global
supplier of technology and
services that operates in four
business sectors: Mobility
Solutions, Industrial Technology,
Consumer Goods, and Energy and
Building Technology.
Established in 1991 1938 1886
There are various competitors for Dyson dealing in same industry such as Samsung electronics, Bosch etc.

CONCLUSION
The company can develop the new product and would be successful as it attracts
everyone. The company can use the new product penetration pricing strategy to keep the
price down for more attractiveness, and after the year of growth and profit, it can use the
competitive pricing strategy to differentiate its product.