dyson

2. Company Competition
Customer
The Dyson Business Model

3. 1993
Launch of the first
vacuum cleaner DC01
Launch of CR01,
the revolutionary
washing
machine
2000
2013
The Airblade Mk2
hand dryer
The 360 Eye robot
vacuum cleaner
2014
2015
The AM06 Air
Multiplier fan
Jake Dyson Ariel
Downlight
2015
The Company
Supersonic Hair Dryer
2016

4. Product Portfolio

5. The Mission
Value Proposition: “EFFICIENCY - it’s in our DNA”
“Building the future”
“Resolute. Relentless. We believe there is always a better
way”
T
echnology
Engineering
Sustainability
Design
Efficiency
Innovation
Performance
Investigate
Quality

6. • Quality and design
• High costs
• Colorful yet timeless
designs
Brand
Identity
• Timeless looks
• Lifestyle product
• Innovative & simple
designs
Brand Image
• Household name
• Voice: careful,
clever, innovative
• Creative
forethought
Brand Personality
• High customer
loyalty
• Less price
sensitivity to
competitors
• Owner reward
membership
• High perceived
quality
Brand
Equity
• Focus on
innovation,
functionality,
aesthetics
• ‘Luxurious’ product
• Most intuitive
products
Brand Value
The Brand

7. Middle to high Income
High level of brand loyalty
Strong brand presence in
the Chinese market
Female household
The Customer

8. The Competition

9. 2020, unveiling…
…

11. The new market
CHINA
Frame of reference:
Premium luxurious
market
Competition:
 Tesla
 Mercedes EQC
 Audi E-Tron
 BMW i-series
 Porsche
 Volvo
 Toyota
 BJEV
 BYD
 NIO

12. All-electric future:
complete ban on
internal-combustion
engines, predicted to
happen before 2040.
Almost half of the
world’s electric
cars are sold in
China.
In 2040, almost
two-thirds of all
cars in China will
be electric.
Chinese
consumers are
leading the
world's boom In
Electric Vehicles
Electric
vehicle
sales
grew
53% in
2017

13. Highly exposed to
the western culture
and lifestyle trends
Post-90s
generation
born in the digital
age
This generation will
account for over 20%
of total consumption
growth in China by
2030
Happiness seekers:
willing to pay extra
for environmentally
friendly products
The new consumer market
Aged 18 to 28
In the
workforce

14. Recommendation: Marketing Strategy for Electric Car
Segmentation
Targeting
Positioning
4P’s of Marketing

15. ANSOFF Matrix
Market Penetration Product
Development
Market Development Diversification
Existing Product New Product
Existing Market
New Market

16. Segmentation
Demographic Geographic Psychographic
Middle to High
income
Age: 25-35
Large Chinese cities with
an established network of
electric charging stations
People who value
prestige, uniqueness
and design

17. Targeting

18. China
US
Germany
64
%
37%
19
%
I N - C A R
C O N N E C T I V I T Y
willing to switch brands
for better in-car
connectivity

19. Positioning

20. 4P’s of Marketing
01 02 03 04
Promotion
Product Price Place

21. 01
04
02
03
E-commerce
Shared mobility
Street
advertising
Showroom
Launch
Event
The Distribution Channel

22. Y2
Exploit the
rest of the
Asian market
Y1
Launch the
car in the
Chinese
market
Y3
Launch in
ROW
The first three years