Marketing for Managers Assignment: Sentiment Analysis of Dyson

This report provides a comprehensive analysis of Dyson's marketing strategies, focusing on sentiment analysis to understand customer behavior, the use of digital elements, and customer experience. The report begins with an introduction to marketing concepts and Dyson's value proposition, highlighting its product differentiation and competitive landscape. It then delves into sentiment analysis, examining customer responses on social media platforms to evaluate the effectiveness of Dyson's marketing approaches, particularly for its Supersonic hair dryer. The findings discuss consumer behavior, the use of digital elements, and customer experience, revealing both positive and negative feedback. The report identifies areas for improvement, such as product availability and customer service, while acknowledging the positive impact of product design and features. The analysis incorporates the IDIC framework to assess customer relationship marketing. The report concludes with recommendations for enhancing Dyson's marketing efforts and gaining a competitive advantage in the digital environment. The report provides detailed insights into Dyson's marketing efforts, incorporating sentiment analysis to assess customer behavior, the utilization of digital elements, and the overall customer experience. The analysis also incorporates the IDIC framework to assess customer relationship marketing.

Running head: MARKETING FOR MANAGERS
Marketing for managers
Name of student
Name of University
Author note

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Table of Contents
1. Introduction..........................................................................................................................3
2. Sentiment analysis................................................................................................................4
3. Findings and discussions......................................................................................................7
3.1 Consumer behaviour..........................................................................................................8
3.2 Use of digital elements.......................................................................................................8
3.3 Customer experience..........................................................................................................9
4. Conclusion and Recommendations.....................................................................................9
References...............................................................................................................................10

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1. Introduction
The report is prepared to discuss about the marketing concepts and how these are
managed by the business organisation to ensure successfully marketing in the digital
environment, while at the same time, align with the behaviours and motivations of the people
within the target market quite comprehensively (Rawwas, Arjoon and Sidani 2013). The
brand Dyson is good at designing, manufacturing and production of good quality household
appliances as well as hair car instruments such as air purifiers, vacuum cleaners, hand dryers,
hair dryers, etc., that have fulfilled the needs and preferences of clients largely. The company
is specialised for its good quality hair dryers that have allowed the company to create values
and benefits so as to fulfil the needs of customers and even influence them to make purchases
from Dyson consistently (Lantos 2015).
The value proposition of Dyson lies in its great quality design, which ensures easily
differentiating the product from its competitors. This could not only allow the company to
differentiate its products from its competitors but would also allow for easily grabbing the
attention of consumers through extensive design and unmatchable quality. As part of the
differentiation, not only does the product designed has delivered better performance, but also
has allowed the company to customise the solution for meeting the specific needs of people
to ensure improvement of usability along with the reduction of risks and errors too to a large
extent (Peck et al. 2013).
The competitors of Dyson are Electrolux, Rusk, Shark/ Ninja, Conair, Midea, in terms
of overall competition within the marketplace while when compared in basis of the products,
i.e., the hair dryers, there are multiple competitors such as the Rusk W8less, Infiniti Pro by
Conair and others as well.

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Based on the marketing mix components, it can be understood that the product, price,
place and promotions are major factors that contribute to the effectiveness of marketing
process for Dyson, Thailand. The product component represents the Dyson Supersonic hair
dryer that has been a joy to use and quite convenient as well considering its unique design
features, simple to sue switches and great styling, thus raised the scope for making it function
in an easier manner (Rahimnia and Hassanzadeh 2013).
The price range starts from $ 400, which is quite effective and reasonable considering
the availability of other rivalries in the marketplace. The competitive pricing has been set to
ensure sustenance in the competitive business environment and keep customers’ buying
behaviours influenced too. The place means the distribution of product in various places such
as in retail stores, inline as well as in regular stores, which make it easily accessible for the
customers (Chaffey et al. 2013). The promotions have been done via advertisements on
newspapers, televisions, magazines, and internet websites while the social media platforms
have been integrated to ensure greater outreach to different market segments consisting of
customers as well.
The design and easy to manage controls are essential components that have allowed
the company to differentiate the Supersonic hair dryer from other company products,
furthermore, ensure influence on consumers’ buying behaviours largely too. Also to be noted
that the sentiment analysis’ purpose will be to understand the responses of customers and
what things worked right for them, based on which, their buying behaviours have been
influenced (Tiago, M.T.P.M.B. and Veríssimo 2014). The areas consisting of the negative
responses have also been considered here to make sure that necessary changes or
improvements are done for smooth transition of elements and to facilitate the marketing
efficiency too for Dyson to sell its Supersonic hair dryers in Thailand.

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2. Sentiment analysis
The use of various marketing techniques on the digital environment is common
nowadays, with the advancement of technology and communication process. Not only does
the assignment provides insight about how the company named Dyson has managed to
market its product, i.e., the Supersonic hair dryers in the marketplace, but also has shed light
on the way of targeting the right market segments consisting of the customers and even
addressed the different needs of various stakeholders involved in business as well (Kumar et
al. 2013). The brand not only has maintained a positive brand image and equity, but also has
marketed its products and services online with the help of using social media platforms as
well as by using various promotions and advertisements required to enhance brand awareness
and extend outreach to the customers largely.
To improve the marketing effectiveness, the company has also made sure to maintain
a website where the products and its up to date information are provided as content so as to
grab the attention of the consumers while the sending of emails to them illustrating about the
new products, has created higher awareness among them regarding the products and services
too (Rydén, Ringberg and Wilke 2015). The online chat, online trouble shooting as well as
the use of social media platforms have also created better scopes and opportunities for the
business to facilitate the online content creation and create positive perceptions among them
to influence their buying behaviour and choices largely too. The excel sheet presents relevant
data and information on the basis of responses and feedbacks provided by the respondents
and these data and information are needed to be analysed for determining how effective the
company’s marketing approaches are and how well the Supersonic hair dryers have been
marketed in different targeted market segments as well (Felix, Rauschnabel and Hinsch
2017).

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Considering the acqusitions of data and information presented in the excel sheet, it
has been found that most of the responses tend to be positive as well as negative responses
provided on the social media platform, i.e., Facebook. Based on the experiences of the
customers, it has also been found that most of the positive responses fall in the category of
purchased, which meant that most of the customers have purchased products largely. As the
analysis of sentiments has been done here, so the ‘ease of use’ is an important factor, where
the company has fared well as the products have been found by most individuals to be
effective, quite easier and convenient to use the product or service too (Shin 2013). Only one
individual has provided negative response, which is negligible and thus the customer
experience seemed to be quite effective and proper considering the convenience and ease in
using the product effectively. In terms of the pro product availability, the negative responses
outweigh the positive responses, which creates some area for improvements. The company,
i.e., Dyson must focus on the availability of pro product and ensure that those are accessible
for the customers to know about the values and benefits offered and how those could meet
their requirements largely (Kumar, Choi and Greene 2017).
The value proposition of the organisation is its design and most importantly, the
design of the products has been considered as effective, because it has not only helped in
differentiating the product from its competitors, but also has grabbed the attention of
consumers quite easily. Due to this, the responses have also been positive, as provided in the
form of 36 positive responses, which has been quite higher, when compared to the negative
responses provided, as recorded from the social media platform (Hattula et al. 2015). The
features of the product have been quite good as well, such as the Supersonic hair dryer
boosts of extensive features including the no vibration working, simple to switch magnetic
attachments, easy to use functions as well as the faster drying of hairs through 70 mph air
flow and 150 °F temperature. The exclusive design has further made it perfect and easily

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differentiable from its competitors as well (Muruganantham and Bhakat 2013). All these
design features have been accepted by most of the respondents and thus the responses have
been mostly positive as well while only one negative responses has been provided and one
remained neutral in the statement, i.e., neither positive nor negative.
The quality of a product has been considered by many as a major factor that
contributed to their buying behaviours and thus here also the majority could be seen for the
positive responses, i.e., 86 positive responses while 38 of the responses provided on the
survey process held at Facebook also proved that many were not satisfied with the quality of
product maintained here (Agyeman 2014). The video demonstration for the product has been
presented wisely, which also seemed to be positive and appropriate while only one negative
responsive was presented here. In terms of servicing, the customers’ experiences have been
mixed, as equal numbers of positive as well as negative responses have been provided, which
represented the fact that the servicing needs to be improved, which could influence the
marketing efforts and also raise the brand’s awareness and ability to influence the buying
behaviours of consumers largely (Malik et al. 2013). Thus, the analysis of sentiments has
been considered as the analysis of response, which represent an essential part of the research
based methodology, where the reviews, sentiments and responses have been analysed. The
majority of the responses have been product focused base on its features, its quality,
convenience and ease of usage along with the ability to present online content, which created
positive perceptions among the consumers to influence buying choices (Xiang et al. 2016). In
terms of online chat online troubleshooting, email and website management, the responses
seemed to be negative for the digital elements, which could also be a major limitation, Thus,
the level of analysis and interpretation could also help to influence the validity, reliability and
authenticity of the research largely too.

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3. Findings and discussions
Based on the data and information analysed, the findings and discussions could
present valuable data and information about the marketing of Dyson’s supersonic hair dryer
and also ensure that the company’s marketers could ensure targeting the market segments,
identify the customers, address their needs and fulfil those properly. The sentiment analysis
has also helped in understanding the efficiency of the brand and its marketing efforts,
thereby, ensure better experience and benefits provided to the customers along with
facilitating the differentiation of products, allow for interaction with the clients and ensure
customisation process too (Raheem, Vishnu and Ahmed 2014).
3.1 Consumer behaviour
The buying behaviours of consumers are mostly influenced according to the quality of
product, its effectiveness in meeting their needs and preferences and also on the basis of
product advocacy, gifts and discounts offered to them along with the brand advocacy too. The
brand, Dyson has made sure to establish brand as well as product advocacy so as to gain
insight about the consumers’ requirements and their behaviours, which could also help in
carrying out a detailed analysis of the customers’ profiles and foster the effectiveness of
results on the basis of sentiment analysis. Based on the various aspects, the company has
enabled brand advocacy with the help of developing brand advocates with the influencer
event series (Ramya and Ali 2016). This has helped in gaining insight about the development
of new products and deliver superior performance through various interactive sessions
demonstrating the way of developing and producing the supersonic hair dryers by making
those available in the marketplace. One such mentionable aspect could be Social Soup’s
partnership with Dyson across various evens, which supported the introduction of the new
supersonic hair dryer and even fostered the management of an immersive brand experience
(Floh and Madlberger 2013). This has not only created influence among the networks, but has

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also created positive sentiment and advocacy of the brand while creating a sustainable
position and enabling innovation as its cornerstone too.
Based on the IDIC framework, for the purpose of identification of the product, the
brand advocates have been developed with the influencer event series. Considering the focus
on customers, the company has successfully identified the customers as well, mainly the
female customer who are concerned with hair and are often interested in hair care and
treatment procedures. The popularity of hair dryer usage among the male consumers has also
been prominent, because of which, the company has also targeted the male dominated
customer segments too. The product, i.e., the supersonic hair dryer has been differentiated
with the help of implementing features such as ease of functionality, a better design and
premium price set for the products, which represented the quality of the product and ensured
that the product could be easily distinguished from its competitors.
3.2 Use of digital elements
The interaction or communication of the brand with the customers is essential and
Dyson has made sure to maintain a website, which could easily help the customers to get
acknowledged and informed about the information about products that are up to date.
Moreover, the company has sent emails making the customers know about the newly
launched supersonic hair dryer while at the same time, make them feel valued by the
organisation, the use of online chat has helped in communicating with the clients effectively
and ensured asking for the opinions and feedbacks of theirs regarding the product,
furthermore, understand their needs and requirements largely too (Forbes 2013). This would
not only help the company to deliver the products accordingly to meet their requirements, but
would ensure higher level of customer satisfaction too.

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To manage interactions of the brand with its customers, the company has maintained a
website where the customers would be able to share their views and experiences and even get
their queries resolved through responses provided by the company. The company has also
made sure to respond to the queries of clients through social networks in the form of
comments and posts, which also established good relationship between the brand and its
customers. The sending of emails and consistent telephonic conversations also proved to be
beneficial for managing good interaction. The use of social media platforms, especially,
Facebook posts have drawn a lot of comments, which have been responded too properly and
with the online content creation, the customers’ perceptions have changed and their buying
behaviours influenced too.
3.3 Customer experience
The customers’ buying behaviours are dependent upon various factors and few of
those include the customers’ services, quality of product, price value, servicing, design its
features and also the availability based on the networks for distribution. Based on the
sentiment analysis, the majority of people though satisfied with the product’s ease of use, its
features, its quality and price value, but a majority of the section of people believed that the
servicing has not been appropriate and effective, which also created some problems and
affected the brand image (Peck et al. 2013). Thus, the scopes and opportunities to improve
have increased for Dyson, which also helped in marketing products online through the use of
social media platforms. This has helped in allowing the brand to interact with the customers
by responding to their queries in the form of comments. Therefore, by improving the
servicing aspect, the sales would largely be influenced and also a better customer experience
should be delivered, furthermore, influence their buying behaviours largely (Lantos 2015). ]
To manage customisation according to the IDIC framework and improve their
experiences, the company has customised the offers and even provided discounts, which

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enabled the company to adapt to various behavioural aspects. The customers’ needs and
values have been addressed well, which facilitated the relationship of the brand with its
customers, thereby, ensured tailoring every aspects of the services delivered to them for
enhanced level of customer satisfaction too.
4. Conclusion and Recommendations
The major recommendations for the company to market Supersonic hair dryer are as follows:
 It is recommended for the brand to bring good relationships with the customers by
delivering customers’ services through responding to their queries and feedbacks on
the social media platforms consistently
 Dyson is also recommended to differentiate its product, i.e., the supersonic hair dryer,
which could help in focusing on the packaging and distribution too, thereby, grab the
attention of consumers and influence consumers’ buying behaviours largely
 As the product falls in the premium segment, it is also recommended to provide some
gifts, discounts and additional offers to the products during purchase, which should
keep them inclined with the brand and make repeated purchases consistently too
Based on the report, it could be understood that the sentiment analysis has been
carried out, which represented the fact that most of the responses have been positive and the
company has prioritised on the quality, its design, its ease of use and also adopted the right
digital marketing efforts to reach out to most customers all over the world. Dyson’s
supersonic hair dryer has been accepted by most of people not only because of the extensive
design and quality, but also because of the online promotions and marketing done via
Facebook. The sentiment analysis further helped in brining key findings associated with the
positive responses, which also demonstrated the fact that the consumer shave been satisfied
with the product, but not with the servicing. Thus, the brand has emphasized on few areas

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that require improvements and aimed at bringing marketing efficiency within the digital
environment while marketing the supersonic hair dryer effectively.
References
Agyeman, C.M., 2014. Consumers’ buying behavior towards green products: An exploratory
study. International journal of management research and business strategy, 3(1), pp.188-197.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Chaffey, D., Smith, P.R. and Smith, P.R., 2013. eMarketing eXcellence: Planning and
optimizing your digital marketing. Routledge.
Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media
marketing: A holistic framework. Journal of Business Research, 70, pp.118-126.
Floh, A. and Madlberger, M., 2013. The role of atmospheric cues in online impulse-buying
behavior. Electronic Commerce Research and Applications, 12(6), pp.425-439.
Forbes, L.P., 2013. Does social media influence consumer buying behavior? An investigation
of recommendations and purchases. Journal of Business & Economics Research (JBER),
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Hattula, J.D., Schmitz, C., Schmidt, M. and Reinecke, S., 2015. Is more always better? An
investigation into the relationship between marketing influence and managers' market
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Kumar, V., Chattaraman, V., Neghina, C., Skiera, B., Aksoy, L., Buoye, A. and Henseler, J.,
2013. Data-driven services marketing in a connected world. Journal of Service Management,
24(3), pp.330-352.