1. © easilyinteractive.com 20091 Dyson’s new product Article, Telegraph.co.uk, 10/09 Show the video to your class and pause after a few seconds. Ask your students to guess what it is.

2. © easilyinteractive.com 20092 A brief history of Dyson products * Dyson Ballbarrow 1974 DC01 upright vacuum cleaner, 1993 DC16 handheld vacuum cleaner Apex G-Force DC02 Dyson Airblade 2007 Dyson washing machine, 2000

3. © easilyinteractive.com 20093 And the next one… * Show the video to your class (in the article, right) and pause after a few seconds. Ask your students to guess what it is. Article, Telegraph.co.uk, 10/09

4. © easilyinteractive.com 20094 Dyson’s new product discussion questions  Discuss this product launch in relation to Ansoff’s Matrix  Draw a product life cycle and Boston Matrix placing all of Dyson’s products appropriately  Justify your decisions  Discuss whether, in your opinion, this new product represents innovation or invention  In groups discuss a marketing strategy for this product and prepare to present it to the class  Don’t forget to carefully consider your target market  The winning bid wins the advertising contract!!! * Some thoughts:  Ansoff’s Matrix: This is diversification - new product and new market. Especially since the Dyson home market is unlikely to be a major target. Only the second Dyson product to be targeted at businesses (after the Airblade)  Product life cycle: It’s in the launch stage. Airblade is possibly still in growth (the world market is a big place!); the vacuum cleaners are in various stages of maturity, although many models have been withdrawn; the washing machines have been withdrawn  Boston Matrix: The vacuum cleaners are cash cows; the airblades are stars (?); washing machines were a dog, as is possibly the hand-held vacuum cleaner; will the fan be a problem child?  Innovation: Arguably this technology has been developed from the aircraft industry – jet technology as opposed to propeller. No doubt a few new inventions are buried within it too

5. © easilyinteractive.com 20095 Dyson’s new product AS course review questions (1/2)  What makes James Dyson such as successful entrepreneur?  He is estimated to be worth £760 million!  Why is it important that he protects his idea?  How can he do this?  What sector is this business in and how has he added value?  Dyson is a private limited company. What are the benefits and drawbacks of this structure?  Why is Dyson not a plc? *

6. © easilyinteractive.com 20096 Dyson’s new product AS course review questions (2/2)  What market research would you have advised Dyson to undertake before launching this product?  Explain your answer.  What segment of the market is this product aimed at?  Why do you think this?  Dyson is a successful Ltd with profits of £88million in 2008  What sources of finance are available to it to continue with its expensive research into new products?  Which source of finance should it use to fund a £10 million new invention?  Explain your answer *

7. © easilyinteractive.com 20097 Sources  Dyson website  Wikipedia  Images found on Google*  Questions on slides 5 and 6 by nattybee on the TES website  For more well-crafted, highly interactive PowerPoint resources please visit easilyinteractive.com * Images from Google have been used without seeking permission since this product has been produced for non-commercial purposes