This document summarizes a presentation given by Cuno Singer, Managing Director of Dyson SA (Switzerland), about Dyson and its approach to innovation and marketing. It discusses the history of Dyson, founded by inventor James Dyson, and how he developed the first bagless vacuum cleaner after over 5,000 prototypes. It outlines Dyson's current product portfolio, global sales volumes, and company values of believing in innovation and challenging existing technologies. The presentation highlights Dyson's marketing approach, which focuses on communication through television, print, public relations, and aftersales support to promote its innovative products.
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)
9. 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.
16. 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
45. 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
50. 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.”