Dyson Airblade Presentation d421l

Dyson Ltd Founded – 1992 Founder – Sir James Dyson Industry – Domestic Appliances

Products – Vacuum Cleaners, Washing Machines, Hairdryers, Desk Fans Employees – 2,461

Managing Director – Sir James Dyson Deputy Managing Director – Deirdre Dyson

Inventor Sir James Dyson • Owner of Dyson Ltd • Sole Shareholder of Dyson

• Net Worth : £920m (2010- The Sunday Times Rich List) • The Inventor of Dual Cyclone Bagless Vacuum Cleaner

S.W.O.T

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trengths Energy Efficient/ Eco Friendly Hygiene Saves 80% Carbon Emission

Dry people’s 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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eaknesses The size of the product Price of the product Concept of the product is not original

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pportunites Niche market Two different models for two different markets Could go into the domestic market (if they develop a smaller version)

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hreats There is a similar product Competition can occur easily

PRESTCOM

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olitical Reduces Carbon Footprint Saves Energy and Energy Costs

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egulatory Hygiene Standards – NSF

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conomic Demand of the product will rise due to the popularity and unique functions.

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ocial suits male and female needs Dyson’s name Women and young people are more likely to care about how long it takes to dry their hands than men

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echnological Infra-red activation Dyson Digital Motor – 88,000 rpm Patented Motors

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ompetitive Mitsubishi Jet Towel Heated Hand Dryer (similar to the Dyson Air blade) Warner Howard Techniflow Hand Dryers

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rganisational Inventor – James Dyson Various of domestic products Many Patented Motors James Dyson – sole shareholder

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arket Two models for two different markets

Total Product Concept Diagram

Core Benefits/ Core Product

• Designed By Dyson • To Dry Peoples hands • Purchased by Businesses and organisation.

Basic Product • Invented, created and designed by Dyson • Very High Quality Standard Level due to the brand Dyson • Dyson – Excellent Reputation and publicity. Massive Success

Augmented Product • Dyson Airblade has been tested. Physical and chemical abuse. (video) • 5 year Guarantee • Installation would arranged straight after the order has 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.

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 company is high quality due to their success over the years. • Indicates good perception from customers and people.

How it is Targeted…

Target • • • • • •

Buyers

Hospitals Schools Universities Offices Museums Other building with toilet facilities

Dyson Airblade Models

• AB01

• AB03

Dyson Airblade Models • There are two models, one made from a polycarbonate casing and the other from an aluminium casing. • The polycarbonate casing models targets places like schools and universities and restaurants where is likely to be used a lot and quality isn’t the essential factor.

Dyson Airblade Models • The aluminium model is aimed at more higher class places like hospitals and museums where quality and practicality are needed. • Both models have undertaken a durability test and have with stood vandalism and chemical abuse. • The polycarbonate casing hand dryer is slightly cheaper than the aluminium one, which means businesses can opt for which they think is worth it.

Colours • There are two available colours, white and silver. • This means that businesses and buyers can choose which they think will look better in their environment and could possibly follow their own colour scheme. • Wider choice in models due to colour.

Dyson and Its Competitors - Perceptual maps or positioning maps are often used to help an organisation identify a positioning strategy for a product or services. - A perception map can be used to compare different products and services in of factors such as price, quality, importance, size, taste, complexity and even practicality. - As we are looking at the Dyson Airblade and its competitors, we have chosen to compare the Airblade in of price and quality.

Market Positioning •Perception Map

PERCEPTION MAP PRICE Dyson Airblade Mitsubishi Jet Towel

Dolphin Air Speed Warner Howard Mediclinics: Matchflow Techniflow Hand Dryers

Mediclinics: Saniflow

QUALITY

Perception Map Analysis • From looking at the perception map above, it is obvious to see that the Dyson Airblade is of the highest price and of the highest quality in of all of its main competitors in the market. • As the Mitsubishi Jet Towel has very similar characterises to the Dyson Airblade, in of competition, the Mitsubishi Jet Towel is not that far behind. The main difference between these two products is that Dyson has a bigger and better brand image.

• The product that is priced at the lowest and has the lowest quality is the Mediclinics: Saniflow. We have chosen to put this there as it is the least hygienic of all the hand dryers we have presented to you.

Segmentation

B2B Market Segmentation • Geographic location • Type of organisation • Industry grouping/business sector • Customer size • status • Trade category

Dyson Airblade’s Segmentation • Trade category (agents, wholesalers, retailers, etc). • Dyson Airblade’s market would only be a customer, not a consumer. Dyson would sell their Airblade handryers to a retailer who then sells it on the consumer

Example • A company refurbishing bathrooms and are looking for a more eco friendly device to save money + energy etc.

• Company refurbishing would then go to a wholesalers to purchase the Dyson Airblade • Dyson would sell their Airblade to the wholesalers for a fixed price and then allowing the wholesaler to create a profit on their sale of the Airblade.

Alternatively • The company that wants the Dyson Airblade can either rent from Dyson Direct or Buy from Dyson Direct.

Thank You For Listening