Advertising Campaign Overview of Dyson products

Headquartered in the UK, technology firm, Dyson, designs and makes vacuum cleaners, heaters, hand dryers, and bladeless fans. It has recently ventured into the hairdryer product category. The company’s most popular offering is its range of ‘bag- less’ vacuum cleaners. According to its trademark, Dyson vacuum cleaners never lose suction. Established in the year 1978 by inventor James Dyson, the inspiration for this corporation came to the entrepreneur when he pulled his vacuum cleaner apart and discovered that the cleaner’s bag was dust- clogged, resulting in the cleaner losing suction. Dyson used his newly- developed cyclone, designed for the purpose of separating air and paint through centrifugal force within a tower fan, and tried to separate dust present within the air by utilizing his cyclone within a vacuum cleaner. Following 5, 127 prototype tries, Dyson was able to create the world’s first bag- less vacuum cleaner (Dyson, 2017).

At present, the company stands among the world leaders in providing multiple products in the vacuum cleaner category, including hand vacuums, upright vacuums, and canisters. The corporation has devoted itself to contributing to sustainability through concentrating on healthy living and efforts geared at decreasing its environmental footprint. The firm believes in the need for a safe work atmosphere and the economic progress of local communities wherein its facilities are operational, worldwide (Dyson, 2017).

The company’s brand comes under the ‘product brand’ class. In other words, its offering is developed on the basis of organizational experiences with its products. At present, the firm is aiming for the carpet cleaner niche. Seven years ago, the firm was focused only on vacuum cleaners. It is, relatively, a newcomer in the market of hair dryers, hand dryers, fans, and heaters. This shift in emphasis will move its key niche of floor care towards that of floor care, on the whole (Dyson, 2017).

Carpet cleaners will make up the unfilled niche for Dyson, thus extending their already successful floor care range. The company erred majorly by venturing into the area of heaters and bladeless fans, rather than concentrating on extending its floor care range. In the capacity of advertising and marketing advisor to the company, the most trying task will be making it concentrate on a given niche market (Dudovskiy, 2015). Marketing consultants who advise their client to commence with a tiny, specialized niche normally receive the reply that their offerings may be purchased by all and restriction of their market will result in them losing out on earnings. But, in the capacity of Dyson’s advisor, I aim to explain to the executive team that for floor care product line expansion, there is a need to accommodate carpet cleaner technology within their R&D budget.

Thus, my recommendation would be that: for becoming successful within the contemporary hyper- competitive market, they ought to target their production and marketing efforts towards catering to a small, though sufficiently- populated, specialized niche. The logic is, overtaking competition through applying inventive technology, equipped with a low marketing budget. The corporation will profit from having minimal marketing expenditure and enjoying increased revenues from their offering. Hence, the company can take advantage of the success of its vacuum cleaners and ease into the carpet cleaner category. In case the company fails to follow the suggestion to undertake floor care range expansion, the niche would remain unfilled, or another inventive firm may improve on the product, as currently, carpet cleaners are largely similar and experience identical issues. But, were the executives to agree to concentrate on this unique market opportunity, the likelihood of achieving success without risk (or with minimal risk) will increase.

The company has a well- recognized brand image all over the globe owing to the presence of numerous units in a number of nations. Its brand image has effectively crossed national as well as cultural boundaries and obstacles, thereby garnering global attention. Right from the outset, during summer 1991, when Dyson introduced DC- 01, its first vacuum cleaner, into Japanese markets, the company’s brand has been superior to rival firms’ brands on account of its guarantee of never losing suction (Parente & Strausbaugh-Hutchinson, 2014). The above contributed to creating a ‘bag- less’ vacuum cleaner niche for Dyson, paving the way for its success within the market for vacuum cleaners. Its offering was considered unique and groundbreaking as, in that period, cyclone technology was unduplicated. Then on, Dyson’s brand image continued to improve in countries worldwide, serving as a brand advertisement instrument.

At present, the company continues to run strong with over twenty years of history to support it. Still, the company may be considered fairly new considering its rivals have operated for no less than a hundred years, though they continue to encounter issues with their offering. The Dyson brand’s achievement has gone down in brand marketing history, as well as British history. Its brand image functions as an indication of upmarket living, on account of its offering’s price point (Parente & Strausbaugh-Hutchinson, 2014).

According to Dyson management, the company’s brand image constitutes a key element massively impacting its sales. The brand enjoys the advantage of global recognition, and needs to apply its image on the universal values of satisfaction and efficiency. Buyers consider this upmarket brand’s offering as an efficient cleaning tool.

Ads represent a sponsor- paid non- personal message with regard to an organization, service, item or concept. Dyson resorts to aggressive advertising and promotion approaches (Kumar & Gupta, 2016). According to the aforementioned description of an ad, this marketing element constitutes a salient instrument that the company can use to its benefit to target consumer markets. The company adopts diverse ideas and themes when attempting to market its offering. Its advertising channels include both in- store ads and mass media. Via these ads, the company creates brand awareness and develops its image. Furthermore, the company engages in sales promotion efforts, targeted at boosting its product sales. This instrument has been applied by Dyson’s marketing in the following forms: trade and consumer, to achieve appreciably improved sales.
Advertising campaigns by Dyson aim at attaining certain set goals. Clearly, the chief aim of the company is maximizing its profit, owing to the fact that it is a commercial organization. Every operational effort the organization makes contributes to the accomplishment of the above chief aim. One may identify many ways in which the company’s ad campaigns play a part in achieving its chief goal of maximizing profits.

According to Varey (2002), a marketing communications campaign can serve as many as eight aims, all of which have been scrutinized below for ascertaining whether or not the marketing communications campaign of the company strives to accomplish them.

1) Creation of awareness with regard to Dyson and its offering: The firm is working towards attaining this marketing aim, and towards attaining high brand and product recognition.
2) Education and informing of brand purchasers and end users. This sort of marketing goal has great relevance for the company, on account of the presence of several instructive and positive informational aspects linked to Dyson technology, which may be taken advantage of (Dudovskiy, 2015).
3) Promoting preference for the firm’s offering over the offering of rival firms. This constitutes another major goal pursued by the organization’s marketing campaigns. The international technology market is extremely competitive. Among the major approaches the corporation follows entails engagement in intensive marketing.
4) Encouragement of product trials by prospective buyers of the company’s products. The company seldom pays attention to this marketing goal. Further, the goal is focused on only within new markets.
5) Increase in sales in the short run through stimulating action. Dyson is seen frequently pursuing this particular marketing aim (Dudovskiy, 2015).
6) Providing reassurance to clients and reinforcing desired purchase behaviors. Dyson’s ad campaigns focus on this marketing goal by means of incorporating technology utilization into consumer lifestyle, thereby ensuring it attains the lifelong loyalty of its users.
7) Generation of information from its clients. On account of the company’s nature, this kind of marketing aim has been commonly pursued by Dyson Company.
8) Development of sales leads. This marketing goal is widely pursued by corporations who adopt the push marketing approach.
This approach is described as one where the marketing efforts of a firm are directed at middlemen or retailers rather than the end users. Dyson employs pull as well as push marketing approaches, with its marketing communication and efforts targeted at end users as well as distributors. Hence, generation of sales leads proves important for the company (Dudovskiy, 2015).
To sum up, Dyson Company has continued to enjoy a favorable competitive position, given it is a firm that is relatively new in the market. It has grown constantly in prominence, owing to the superiority of its floor care offerings, over rivals’ offerings. The company effectively and efficiently utilizes its advertising and promotional mix and, as a result, has attained high sales growth.