The Dyson marketing mix framework has helped the technology company in creating a viable Dyson marketing plan and branding strategy based on thorough market research and different economic factors to target affluent consumers, increase sales, and gain a higher market share in the home appliances target market.

The strategic planning involved in creating the Dyson marketing plan and tactics has been immense as the company of Sir James Dyson wants to beat most competitors especially the established brands as well as other brands at their own game through quality products, new technology, and innovative designs.

Today Dyson’s success depends upon its marketing mix elements that focus on quality products, innovative features, product innovation, innovative designs, new technology, supply chain management, brand management, e-marketing, Dyson product distribution strategy, pricing strategy, digital marketing, social media influencers, and social media marketing to achieve business objectives and make the company one of the driving forces in both new markets and other markets like the air purifier, hair dryer, and vacuum cleaners market.

About Dyson

• Country: Singapore-based
• Origin Country: UK
• Founder: Sir James Dyson
• Founded: 1991 in the UK
• Headquarters: St. James Power Station, Harbourfront, Singapore
• Dyson’s Employees in 2023: 14,000
• Annual Revenue in 2023: 6.5 billion EUR
• Net Income in 2023: 1.3 billion EUR
• Market Cap in 2023: 20 billion USD

The Singapore-based Dyson Limited is originally a UK company that moved to Singapore from the UK in the year 2019. It is a multinational technology firm founded by Sir James Dyson that is associated with the home appliances industry.

Dyson Company started its journey in the home appliance market with the Dyson vacuum cleaner and with time has increased its global market presence to include several other products.

Today Dyson is one of the established brands in the global markets that designs and manufactures various household appliances like vacuum cleaners (cordless vacuum cleaner and bagless vacuum cleaner), heaters, hair dryers, bladeless fans, battery power, LED lights, Dyson Airwrap, hand dryers, and air purifiers.

Dyson Company’s products have been developed with the help of in-house as well as market research teams in the marketing and research departments. The business policies are a credit to the founder of the company Sir James Dyson who also served as the chief engineer of the company.

Target Market: Dyson Company Marketing Mix

The marketing mix of Dyson Company has created a marketing plan and branding strategy that will help the marketing department to reach its target market. The company has positioned itself as a premium brand in the home appliances business and targets both middle-income groups and affluent consumers as its core target audience.

Dyson targets technologically stimulated customers between the age group of 25 – 35 years old who are looking for high-quality home appliances gadgets like vacuum cleaners, heaters, hair dryers, bladeless fans, battery power, LED lights, Dyson Airwrap, hand dryers, and air purifiers for their convenience.

With Dyson Airwrap the technology company is targeting women with all hair types and with Dyson vacuum cleaner busy families with small children, elderly people, working professionals, commercial places, pet owners, and single individuals who do not have the time or inclination to do the household chores.

Dyson is striving to attract new markets with its technologically advanced company products, modern designs, and powerful performances. The company has positioned itself as one of the established brands in the home appliance market especially the vacuum cleaners market compared to other brands and continues to target other markets besides the new markets in the industry.

Dyson Marketing Strategy & Marketing Mix (4Ps)

The Dyson marketing strategy aligns the two factors: the market research and the marketing mix elements to focus on Dyson’s products, new technology, innovative designs, product innovation, brand management, branding strategy, economic factors, supply chain management, product distribution, pricing strategy, e marketing, digital marketing, social media influencers, social media marketing, and promotional mix.

This is because today Dyson aims to create a marketing plan that will help to gain a better market share in the home appliance market especially the other markets like the vacuum cleaners’ market and of course new markets and the target markets.

Most competitors are established brands with a fair market share and customer base in the global market hence this is why the marketing department of Dyson aims to target affluent consumers through its strong marketing plan and marketing strategy so that it can create a high brand awareness, increase sales, boost its market share, and gain a competitive advantage over other brands.

Dyson’s Product Strategy

Today Dyson company is one of the prominent names in the home appliance market. The company manufactures and designs household appliances like vacuum cleaners (cordless vacuum cleaner and bagless vacuum cleaner etc.), hair dryers, heaters, bladeless fans, LED lights, battery power, hand dryers, and air purifiers.

The value proposition of Dyson Company is based on product innovation, product quality, product features, reliance on battery power, design, and technological capability.

The Dyson company is known for its primary research projects on robotic vacuum cleaners. In 2016 and 2021 Dyson launched 360 Eye and 360 Heurist respectively. The Dyson company has spent a lot on investigation and research of next-generation Dyson digital motor drives and motors.

In 2019, Dyson announced that it would manufacture and design electric vehicles but later dropped the idea. In the year 2020, Dyson unveiled N526, an EV prototype that is displayed in the company headquarters.

Dyson’s success to a great extent depends upon its product strategy, product line, reliance on battery power instead of coded-electricity power, and the quality of products manufactured and designed by the company.

Most competitors in the home appliance market sell the same products as vacuum cleaners or air purifiers etc. This is why the marketing strategy of Dyson focuses on product innovation so that other brands cannot copy the innovative features and designs of its quality products quickly.

Dyson Product Mix

Dyson is one of the established brands in the home appliance market which has cemented its position with the help of innovative company products. The uniqueness of a product is attributed to the innovative feature that reflects its core competency. The innovative feature of the Dyson bagless vacuum cleaner makes it one of the most in-demand products from the Dyson company.

Dyson Company products in Dyson’s marketing strategy and marketing mix include –

Dyson Vacuum Cleaner

Dyson’s products in the Dyson vacuum cleaner segment of the marketing mix strategy includes corded, hard floor, and cordless vacuum cleaner along with accessories, parts, and batteries for the vacuum cleaners. Dyson vacuum cleaner with its innovative feature of powerful suction helps in quick cleaning of any space. Some of the prominent vacuum cleaners from the Dyson company are –

• DYSON V15 DETECT ABSOLUTE CORDLESS VACUUM CLEANER
• DYSON OMNI-GLIDE HARD FLOOR VACUUM CLEANER
• BALL ANIMAL 3 COMPLETE VACUUM CLEANER
• ACCESSORIES FOR VACUUM CLEANERS – EXTENSION HOSE, VACUUM STANDS ETC.

Hair Care

Dyson’s products in the hair care segment of the marketing mix strategy include hair dryer, hair styler, hair straightener, hair care accessories, and hair styling guides. Dyson launched the hair care technology to provide consumers with suitable protection against heat damage. Dyson Airwrap is the only multi-styler to hide, shape and curl flyaways with the use of the Coanda Effect instead of extreme heat.

• DYSON SUPERSONIC HAIR DRYER PROFESSIONAL EDITION
• DYSON AIRWRAP MULTI-STYLER COMPLETE LONG
• DYSON CORRALE STYLER STRAIGHTENER
• DYSON AIRWRAP ATTACHMENT UPGRADE COMPLETE LONG

Dyson Air Purifier

Dyson’s products in the Dyson Air Purifier segment of the marketing mix strategy include purifier filters, air purifier + heat, air purifier + humidifier, and air purifier.

• DYSON AIR PURIFIER COOL FORMALDEHYDE TP09 (NICKEL/GOLD)
• DYSON PURE HOT + COOL HP01 PURIFYING HEATER + FAN (BLACK/NICKEL)
• 360 COMBI GLASS HEPA + CARBON AIR PURIFIER FILTER

Headphones

Dyson’s products in the headphones segment of the marketing mix strategy include headphones made from the latest technology. The company products with extended battery power are designed to provide advanced noise cancellation and low sound distortion features.

• PURE DYSON AUDIO

Lighting

Dyson’s products in the Dyson lighting segment of the marketing mix strategy include desk lamps and floor lamps. The company’s products are designed to support task performance with Heat Pipe Technology so that customers can get the best possible products.

• DYSON SOLARCYCLE MORPH FLOOR LAMP
• DYSON SOLARCYCLE MORPH DESK LAMP
• DYSON LIGHTCYCLE TABLE LAMP

Place Strategy in Dyson’s Marketing Mix

James Dyson Company was primarily established in the UK but shifted its base to Singapore from the UK after 28 years. Currently, its base of operations as well as headquarters is no longer in the UK but in Singapore. The technology company has also established hubs for the design, engineering, primary research, and market research teams in Singapore itself.

Dyson’s success to a great extent depends upon a strong marketing plan and branding strategy and this is why the company conducts advanced, commercial manufacturing as well as supply chain management operations from its headquarters base itself.

The Dyson company manufactured washing machines and vacuum cleaners in Malmesbury, UK till 2002 when the Dyson vacuum cleaner production was shifted to Malaysia. In 2004 the technology company formed a partnership with Meiban Group Ltd and transferred production to Malaysia for cost savings.

In the year 2007 Dyson Company entered a partnership with VS Industry Bhd so that the company could take on an active role in the supply chain management from sourcing, raw materials, production, distribution, and supply of finished goods to Dyson’s global markets like America, Japan, UK, etc.

In the year 2009, SKP Resources Bhd became the contract manufacturer of the Dyson company by supplying an upright vacuum cleaner. Even the first Dyson hair dryer was manufactured by SKP.

In the year 2013, Dyson launched a manufacturing plant in Tuas, Singapore for manufacturing digital motors. Since then, the plant produces 11 million units of digital motors annually.

In the year 2017 Dyson company opened a new technology campus in Wiltshire, UK as a primary research center that will focus on robotics and battery technologies.

Dyson’s marketing strategy ensures that there is a clear distribution strategy in place so that the finished products can reach the end customers quickly. The brand has a proper supply chain management team so that every element of the supply chain is working effectively.

The product distribution and supply chain network includes –

Physical or Retail Stores

The marketing strategy distributes Dyson products to consumers with the help of retail stores. These are physical stores located at strategic places to ensure the maximum presence of the customers. Dyson’s products are also available at all the physical outlets that offer products of several brands. Consumers can visit the retail stores of their choice and buy company products.

Virtual Stores

Consumers can buy Dyson’s products through the company website as well as other shopping portals like Amazon, and Flipkart that sell Dyson products in the global market.

Pricing Strategy of Dyson

The Dyson marketing strategy has realized the importance of a suitable price plan that aligns with the company products to generate both sales and revenues.

The vacuum business is the most profitable segment for the James Dyson company as most of the revenues are expected from the sale of different types of vacuum cleaners like cordless vacuum cleaner and bagless vacuum cleaner. This is because of quality vacuum cleaners with innovative features and designs that are in high demand in the global markets.

The next most profitable business after the vacuum business segment of the home appliances company is the hair dryer segment followed by the Dyson air purifier and Dyson Airwrap business.

Price is the most important marketing mix element as an effective pricing strategy will lead to increased sales and ultimately higher profits. Customers see the pricing strategy as value whereas a business sees it as a medium to generate revenues. It becomes doubly important to adopt a pricing strategy that aligns the interest of the business as well as the customers.

Dyson products like the vacuum cleaner and the Dyson Airwrap are some of the best in the market in terms of quality, features, innovation, and technology. The target market of the company is the upper middle class and affluent consumers who want good quality irrespective of high prices.

The marketing strategy of Dyson has adopted the following pricing strategy for all the Dyson products in the global markets.

Premium Pricing Strategy

Dyson’s marketing mix element price plays an important role in the marketing plan of the company as the brand has presented itself as a premium brand to its target market. The company has been successful in adopting and maintaining the premium pricing strategy for all the company products. The premium pricing shows the customers that the value of the products is on the higher side, and this is one of the primary reasons for higher profits since the company was established.

Promotional Strategy of Dyson

The marketing mix and marketing strategy of the Dyson company has created a marketing plan that focuses primarily on two factors: word-of-mouth publicity and digital marketing.

Dyson company has also used other promotional tools like the James Dyson Foundation, James Dyson Awards, social media marketing, social media influencers, and ad campaigns to promote Dyson products in new markets as well as other markets, gain a competitive advantage over most competitors, increase its market share in the global market and boost brand awareness amongst the affluent consumers.

The different promotional tools adopted via the marketing strategy of Dyson include –

Word-of-Mouth Publicity

Dyson company focuses on providing the best customer experience through its qualitative products so that the satisfied customers become the brand ambassadors and spread positive reviews about the product through word-of-mouth.

Digital Marketing

Dyson, like other brands, has put a lot of effort into its digital strategy to increase brand visibility in the target market. The company takes the help of social media sites to post relative content. The digital marketing strategy ensures better customer engagement and higher brand visibility in the global market.

Social Media Influencers

Social media influencers have a lot of followers who are ready to buy on their recommendation. Mira Rajput and Masaba Gupta are prominent social media influencers who have been seen with the Dyson Air Purifier thus promoting both the Dyson brand and the product Dyson Air Purifier.

After-Sales-Service

The Dyson Company has always relied on creating quality products that other brands would struggle to match. Besides high-quality products, the marketing department of the brand offers after-sales service through its online business and retail outlets. For example, the cordless vacuum cleaner, as well as the bagless vacuum cleaner segment, shows the customers a convenient way to clean their houses or offices and how both vacuum cleaners could be used to clean hard-to-reach spaces

The James Dyson Foundation

Dyson launched The James Dyson Foundation, a charitable trust to support the CSR activities of the company. The James Dyson Foundation offers scholarships and bursaries to aspiring engineers. Dyson launched the design engineering James Dyson Award for international students. It is also handled by the James Dyson Foundation which presents the awards to students and the university they belong to.

Digital Campaigns

Dyson Pure Cool

The ad campaign “Dyson Pure Cool” was a massive digital marketing hit for the air purifier brand as it resulted in very high sales.

Vacuum Cleaner

The ad campaign “Vacuum Cleaner” published as a print media ad by Miami Ad School in 2018 managed to hit all the right notes to promote the brand’s products.

Key Takeaways from the Dyson Marketing Strategy and Marketing Mix

The key takeaways from Dyson’s marketing mix and marketing strategy are

• Focus on product innovation and product lines
• Ensure a concise branding strategy and marketing plan
• Create a robust promotional strategy

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