Dyson Airblade Presentation

7/31/2019 Dyson Airblade Presentation

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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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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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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

Dyson Airblade Presentation

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