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Questions for Discussion

1. Write a market-oriented mission statement for Dyson.
The market-oriented mission statement for Dyson is to revolutionize the traditional
sink faucet.
2. What are Dyson’s goals and objectives?
★ Dyson’s goal of doubling its annual revenues of $1.5 billion and expand its
market throughout the world. Moreover, Dyson also sees another big move in
its future—a chain of company stores.
★ Objectives:
First, every Dyson product must provide real consumer benefits that make life easier.
Second, each product must take a totally unique approach to accomplishing common,
everyday tasks.
Finally, each Dyson product must infuse excitement into products that are so
mundane, most people never think much about them
3. Does Dyson have a business portfolio? Explain.
Yes, they have.
● Dyson includes a range of products such as vacuum cleaners, hand dryers, and
fans unlike anything else on the market. Dyson uses an approach it calls
“interrogating products” to develop new products that produce real solutions
to customer problems.
● Simple principles:
 ○ First, every Dyson product must provide real consumer benefits that
make life easier.
○ Second, each product must take a totally unique approach to
accomplishing common, everyday tasks.
○ Finally, each Dyson product must infuse excitement into products that
are so mundane, most people never think much about them.
● Although Dyson sees itself as a technology-driven company, it develops
products with the end-user in mind. But rather than using traditional market
research methods, Dyson avoids the kind of focus group techniques that are
completely averaging.
● The development model of Dyson focuses on their shortcomings, and
improves them to the point of reinvention. Overall, Dyson's business portfolio
is focused on innovation and technology, with a range of products and services
that cater to different consumer needs.
4. Discuss Dyson’s marketing mix techniques and how they fit within the context
of its business and marketing strategy.
Dyson's marketing mix techniques align closely with its centered around innovation,
problem-solving, and delivering high-quality products.
● Product:
Dyson's approach to product development is driven by identifying shortcomings in
existing products and finding unique solutions. Dyson aims to reinvent everyday
products to make them more efficient, effective, and enjoyable to use.
The focus is on providing real consumer benefits and infusing excitement into
mundane products.
● Price:
Adopts a premium pricing strategy to communicate the quality and value of its
products. The high price points of Dyson's products convey a sense of exclusivity,
superior performance, and advanced technology. This strategy helps position Dyson as
a high-end brand and creates an image of luxury and innovation.
● Promotion:
Takes a straightforward and rational approach to promotion.
Their advertising campaigns are simple, direct, and focused on explaining the
product's features, benefits, and how it solves customer problems.
They avoid using conventional advertising tactics and gimmicks, instead letting the
product speak for itself. Dyson invests in television advertising, complemented by
digital efforts and strategic public relations to generate positive reviews and
word-of-mouth recommendations.
 ● Place:
Targeting multiple channels to ensure widespread availability of its products.
Initially, Dyson relied on mail-order catalogs and small appliance chains to sell its
vacuum cleaners. As the brand gained recognition, it expanded its distribution to large
department stores and entered global markets.
Dyson's products are now sold in over 50 countries, catering to emerging and
developed economies.
5. Is Dyson a customer-centered company? Explain.
Yes, as demonstrated by Dyson's actions:
- Dyson's products all come from making consumers' lives easier and more
convenient, solving consumer problems that conventional products are limited.
(Example: The vacuum cleaner is three times faster than any vacuum cleaner on the
market, the bagless design differentiates from traditional bag-changing designs; the
Airblade Tap dishwasher faucet helps “reinvent the way” we wash our hands” with
integrated washing and drying faucet)
- Using a completely new and practical customer survey method: “Dyson avoids all
kinds of focus group techniques. Instead, Dyson's uses a method they call "product
interrogation" to develop new products that create real solutions to customers'
problems. After identifying the most glaring deficiencies in everyday products, it
seeks to improve them. It then tests prototypes with real consumers under strict
non-disclosure agreements. This way, Dyson can observe consumer reactions in the
context of real people using the product in their real life.