Principles Of Marketing - Dyson
The Dyson Ltd was founded in 1992 by Sir James Dyson. A artist and engineer, Dyson set out on an idea to improve a product that had been for the most part the same for almost one hundred years. Although he had some prior inventions such as a wheel barrel with a ball as a wheel called a ball barrow, his true success came when he became frustrated with his vacuum. In 1979 Dyson purchased a Hoover Junior vacuum. The machine continued to become clogged and would lose suction. Dyson took the machine apart and found a small layer of dust that clogged the mesh bag. Regardless of how much he cleaned the bag, the vacuum simply would not maintain suction. Dyson set out to fix the problem. Dyson lived close to a sawmill and watched how a large industrial cyclone removed dust from the air creating a cleaner environment for the workers. Dyson used that concept to create his vacuum. He made over five thousand prototypes of his vacuum before he was satisfied with a product that could go to market. Dyson tried to sell his product to the leaders in the industry but was turned down. He finally was able to license his product to Japan which enabled him to produce the vacuum himself. The DC01 was born.
Principles Of Marketing Dyson
Dyson went to market with a simple but effective promise to consumers. I made a better product. The very first Dyson was the DC01. The first vacuum that would not lose suction. Here is how the product works according to one of Dysons on line parts vendors Espares 1. "Dirty air is drawn by a fan.
2. This air goes into the top corner of a drum or bin. The angle at which the air enters causes it to spiral round the drum. This creates centrifugal forces that cause the larger dust particles to spin out of the air stream and fall to the bottom of the bin. 3. The air then flows through a filter, which catches more dust particles. 4. It then flows into a conical cylinder, which is housed within the bin. The angle at which the air enters and the sloping walls of the cylinder combine to cause the air, containing the smallest dust particles, to spin down to the bottom of the cone at an increasing speed. 5. Centrifugal forces acting on the air stream increase, forcing the dust particles against the sides of the cone and through the hole in the bottom of the cone, while the air escapes up the centre. Simply put, the Dual Cyclone by Dyson is a double chamber cleaning technology, which simultaneously optimizes the suction power of your vacuum cleaner and prevents dirt from being blown back into the room. When dirt and dust enter the Dual Cyclone tube, they are initially swirled around at an immense speed by the first cyclone, its gravitational forces causing bigger and immediately visible particles to sink to the bottom of the "clear bin", a robust and transparent dust container. At the same time, hair and fluff are prevented from passing through to the second Finally, the smallest bits enter the second compartment at the core of the Dual Cyclone, where wind speed is highest and even the finest dust is forced to fall down. The air which leaves Dyson’s Dual Cyclone is perfectly clean, odorless and void of any dust or allergens – in fact, it is cleaner than the regular room-air around you." Dyson did not stop at just improving suction. He also identified other issues the conventional vacuum had. The DC01 had a suction hose that reached all the way to the top of the stairs. The model was built with a tough ABS plastic to prevent cracking. The machine had on board attachments for those hard to reach areas like corners. It also had a clear container so that the user could see how much dirt the machine was picking up. In short the vacuum was different than anything on the market. Dyson had built a better mouse trap and within two years of introduction would become the largest seller of vacuums in Great Britain.
In Great Britain the...