Believing in Innovation – Marketing as a Must

                     Entrepreneurship in
                     Technology Ve...
What is frustration?
Agenda

  1. Dyson (45 min):
     History
     Company values
     Technology/products


  1. Feedback (10 min)
Who is James Dyson?
Growing up in Norfolk (GB)
From a creative do-it-yourselfer …
… to an inventor




                   Sea Truck
Dyson history – the beginning




The James Dyson story begins in the late ‘70s. A small group of young design
           ...
Bags clog
From inspiration …
… to the first bagless vacuum cleaner in the world
Dyson is different
 Spinning air creates   Higher speed gives         More cyclones create higher
 centrifugal force.     ...
Constant suction
Other advantages of the cyclone system


 • No additional cost
   Bag/filter -> CHF 420 over 5 years

 • Less energy consu...
Other “bagless” vacuum cleaners clog
Clean expelled air
3 years and 5’127 prototypes later
Another 3 years and 5 continents later




G-Force
 1985
DC01
1993
Dyson today




 Source: - Dyson Limited
Dyson floorcare volumes 2009


                               Distributors
                                    2%
        ...
Dyson today (MAT 2009)


         36,8%
                   18,2%



     29,2%


          2
         13,9%               ...
Dyson today (MAT CH 2009)
Dyson today (MAT CH 2009)
Company values
Frustration
Frustration




     1862     1950   2008
Solution (2009)
Not every good idea is a success
Alec Issigonis with his first Mini
I’ve
I have not failed. I ve just
found 10,000 ways that
won’t
won t work.




                               Thomas Edison
Edgar Rutter
President Hoover
Believing in Innovation – Marketing as a Must




  Communication         NPD                   Distribution
  TV         ...
TV commercial 2010
Print
PR




                                                               Swiss Innovation Forum
                             ...
Dyson Academy
Dyson philosophy

                   “Design is not about the way a
                   product looks, but the way it works...
Balloons and Dyson Air Multiplier fans
Questions/Feedback
Etv 2010 09_21_dyson
Etv 2010 09_21_dyson
Etv 2010 09_21_dyson
Etv 2010 09_21_dyson
Etv 2010 09_21_dyson
Etv 2010 09_21_dyson
Etv 2010 09_21_dyson
Etv 2010 09_21_dyson
Etv 2010 09_21_dyson
Etv 2010 09_21_dyson
Etv 2010 09_21_dyson
Etv 2010 09_21_dyson
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Transcript of "Etv 2010 09_21_dyson"

  1. 1. Believing in Innovation – Marketing as a Must Entrepreneurship in Technology Ventures ETH Zürich 21st September 2010 Cuno Singer, lic.rer.pol Managing Director Dyson SA (Schweiz)
  2. 2. What is frustration?
  3. 3. Agenda 1. Dyson (45 min): History Company values Technology/products 1. Feedback (10 min)
  4. 4. Who is James Dyson?
  5. 5. Growing up in Norfolk (GB)
  6. 6. From a creative do-it-yourselfer …
  7. 7. … to an inventor Sea Truck
  8. 8. Dyson history – the beginning The James Dyson story begins in the late ‘70s. A small group of young design projects engineers gathered around James Dyson to work on different projects in Dyson’ Dyson’s garden shed.
  9. 9. Bags clog
  10. 10. From inspiration …
  11. 11. … to the first bagless vacuum cleaner in the world
  12. 12. Dyson is different Spinning air creates Higher speed gives More cyclones create higher centrifugal force. higher centrifugal force suction power
  13. 13. Constant suction
  14. 14. Other advantages of the cyclone system • No additional cost Bag/filter -> CHF 420 over 5 years • Less energy consumption CH average 2009; 1’806 watt Dyson; 650 up to 1’400 watt • Since 2008: 5 years guarantee
  15. 15. Other “bagless” vacuum cleaners clog
  16. 16. Clean expelled air
  17. 17. 3 years and 5’127 prototypes later
  18. 18. Another 3 years and 5 continents later G-Force 1985
  19. 19. DC01 1993
  20. 20. Dyson today Source: - Dyson Limited
  21. 21. Dyson floorcare volumes 2009 Distributors 2% Asia/Pacific UK 8% Europe 23% 21% Canada Japan USA 4% 8% 34%
  22. 22. Dyson today (MAT 2009) 36,8% 18,2% 29,2% 2 13,9% 13,2% 23,9% 20,1% 25,1% 15,7%
  23. 23. Dyson today (MAT CH 2009)
  24. 24. Dyson today (MAT CH 2009)
  25. 25. Company values
  26. 26. Frustration
  27. 27. Frustration 1862 1950 2008
  28. 28. Solution (2009)
  29. 29. Not every good idea is a success
  30. 30. Alec Issigonis with his first Mini
  31. 31. I’ve I have not failed. I ve just found 10,000 ways that won’t won t work. Thomas Edison
  32. 32. Edgar Rutter President Hoover
  33. 33. Believing in Innovation – Marketing as a Must Communication NPD Distribution TV Make things work Better floor PR better – as well in presence new categories More layers – more Trained and messages motivated store staff Aftersales Support – Call Center
  34. 34. TV commercial 2010
  35. 35. Print
  36. 36. PR Swiss Innovation Forum 20min: JDA NZZ: Airblade NZZ: DC31 Workshop Bilanz: press trip Saldo SF1: Press trip
  37. 37. Dyson Academy
  38. 38. Dyson philosophy “Design is not about the way a product looks, but the way it works. At Dyson over 450 scientists and engineers work in Research and Development. They’re employed as true innovators - challenging existing technology to create everyday products that work better for the consumer.”
  39. 39. Balloons and Dyson Air Multiplier fans
  40. 40. Questions/Feedback
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