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Dyson Ltd
Founded 1992
Founder Sir James Dyson
IndustryDomestic Appliances
Products Vacuum Cleaners, Washing Machines,Hairdryers, Desk Fans
Employees 2,461
Managing Director Sir James Dyson
Deputy Managing Director Deirdre Dyson
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InventorSir James Dyson
Owner of Dyson Ltd
Sole Shareholder ofDyson
Net Worth : 920m(2010- The SundayTimes Rich List)
The Inventor of DualCyclone Bagless VacuumCleaner
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S.W.O.T
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S
trengthsEnergy Efficient/ Eco Friendly
Hygiene
Saves 80% Carbon Emission
Dry peoples hand in 10-12 seconds
99.9 % bacteria removal
dirty air in, clean air out
Patented motor
Many awards
Touch Free Operation
Dries 19 pairs of hands for the price of 1 paper towel
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w
eaknessesThe size of the product
Price of the product
Concept of the product is not original
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O pportunitesNiche marketTwo different models for two different markets
Could go into the domestic market (if they develop asmaller version)
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ThreatsThere is a similar productCompetition can occur easily
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PRESTCOM
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PoliticalReduces Carbon FootprintSaves Energy and Energy Costs
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RegulatoryHygiene Standards NSF
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EconomicDemand of the product will rise due to thepopularity and unique functions.
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Socialsuits male and female needsDysons name
Women and young people are more likely to careabout how long it takes to dry their hands thanmen
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TechnologicalInfra-red activationDyson Digital Motor 88,000 rpm
Patented Motors
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CompetitiveMitsubishi Jet Towel Heated Hand Dryer (similarto the Dyson Air blade)Warner Howard
Techniflow Hand Dryers
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OrganisationalInventor James DysonVarious of domestic products
Many Patented Motors
James Dyson sole shareholder
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MarketTwo models for two different markets
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TotalProduct
Concept Diagram
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Core Benefits/ Core
Product Designed By Dyson To Dry Peoples hands
Purchased by Businesses andorganisation.
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Basic Product
Invented, created and designed byDyson
Very High Quality Standard Level dueto the brand Dyson
Dyson Excellent Reputation andpublicity. Massive Success
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Augmented Product
Dyson Airblade has been tested. Physical andchemical abuse. (video)
5 year Guarantee
Installation would arranged straight after the orderhas been accepted Dyson will try to despatch the product within 3 days The company has a helpline where customers can ring
up and ask enquires. (0800 245 7788) Dyson has a website just on the Dyson Airblade with
detailed information on the product.
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Perceived Product Additional Benefits
Energy Efficient Most Hygenic Hand Dryer quoted by NSF
Fastest Hand dryer in the market. Excellent Brand Image because the product is
Dyson and many customers know this companyis high quality due to their success over the
years. Indicates good perception from customers
and people.
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How it is Targeted
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Target Buyers
Hospitals
Schools
Universities
Offices
Museums
Other building with toilet facilities
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Dyson Airblade Models
AB01 AB03
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Dyson Airblade Models
There are two models, one made from apolycarbonate casing and the other from analuminium casing.
The polycarbonate casing models targetsplaces like schools and universities andrestaurants where is likely to be used a lotand quality isnt the essential factor.
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Dyson Airblade Models
The aluminium model is aimed at more higherclass places like hospitals and museums wherequality and practicality are needed.
Both models have undertaken a durability testand have with stood vandalism and chemicalabuse.
The polycarbonate casing hand dryer isslightly cheaper than the aluminium one, whichmeans businesses can opt for which they thinkis worth it.
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Colours
There are two available colours, white andsilver.
This means that businesses and buyers canchoose which they think will look better intheir environment and could possibly followtheir own colour scheme.
Wider choice in models due to colour.
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Dysonand Its Competitors
- Perceptual maps or positioning maps are often used tohelp an organisation identify a positioning strategyfor a product or services.
- A perception map can be used to compare differentproducts and services in terms of factors such asprice, quality, importance, size, taste, complexity andeven practicality.
- As we are looking at the Dyson Airblade and itscompetitors, we have chosen to compare the Airbladein terms of price and quality.
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Market PositioningPerception Map
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PRICE
QUALITY
Mitsubishi Jet Towel
Techniflow HandDryers
Mediclinics: Matchflow
Mediclinics:Saniflow
Dolphin Air SpeedWarner Howard
Dyson Airblade
PERCEPTION MAP
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PerceptionMapAnalysis
From looking at the perception map above, it is obvious tosee that the Dyson Airblade is of the highest price and ofthe highest quality in terms of all of its main competitorsin the market.
As the Mitsubishi Jet Towel has very similarcharacterises to the Dyson Airblade, in terms ofcompetition, the Mitsubishi Jet Towel is not that farbehind. The main difference between these two productsis that Dyson has a bigger and better brand image.
The product that is priced at the lowest and has thelowest quality is the Mediclinics: Saniflow. We have chosento put this there as it is the least hygienic of all the handdryers we have presented to you.
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Segmentation
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B2B Market Segmentation
Geographic location
Type of organisation
Industry grouping/business sector Customer size
User status
Trade category
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Dyson Airblades Segmentation
Trade category (agents, wholesalers,retailers, etc).
Dyson Airblades market would only be a
customer, not a consumer. Dyson wouldsell their Airblade handryers to a retailer
who then sells it on the consumer
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Example
A company refurbishing bathrooms andare looking for a more eco friendlydevice to save money + energy etc.
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Company refurbishing would then go to awholesalers to purchase the Dyson
Airblade
Dyson would sell their Airblade to thewholesalers for a fixed price and then
allowing the wholesaler to create a
profit on their sale of the Airblade.
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Alternatively
The company that wants the DysonAirblade can either rent from DysonDirect or Buy from Dyson Direct.
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ThankYou For Listening