Summary of the product
DCO7 All Floors Dyson vacuum cleaner by Dyson Mechanics is a floor cleaner and is marketed throughout the US but without much success. The Dyson vacuum cleaners come in a variety of range of vacuum cleaning makes. Each of these makes is meant for the well-being of the customers. In fact, they are designed keeping in mind the nooks and corners of the customer’s satisfaction graph. Cleaning is the main moving force of any vacuum cleaner and it performs its duty with superlative ease and comfort but what sets it apart is its high-speed performance details. Along with all these when one considers the basic features of this DCO7 All Floors Dyson vacuum cleaner the price seems even more reasonable. But in the context of marketing, the project is not successful.
Advertising means employed by Dyson
With the end of the recession period, there is a possibility of a boom in household products. It can well be assumed that there would be a heady demand for the household products and thus the market can be stated as well secured. Under such circumstances, it would relevant to mention that the basics of the product are positioned as the DCO7 All Floors Dyson vacuum cleaner thus could have a favored position in the market with proper marketing techniques. Alongside it was important to develop the service skills of the staff along with the motivating skills of the managerial levels with the help of proper training schedules. Similarly, the price was kept at a competitive level in accordance with the tariff of the competitors. However, there should be some extra facilities like discounts and free gifts for the clients to make them feel comfortable and render their money’s worth. Accordingly, there was be a wide range of advertising campaigns through mass media like TV, Magazines, the internet, and hoarding to keep a deep impact on the minds of the potential customers. These campaigns and promotions were carried out all through the year to sustain a continuous impulse at the consumer level. Nevertheless, it lacked a vital point. (King, 2008)
Causes of failure
To be successful in any business planning is essential. Even more essential is the implementation of the plan and the key to achievement is innovation. Planning is not a static issue. It is inherently iterative. This is where business models come into play. Nevertheless, the actual definition of a business model remains ambiguous. Rightly so, because it is something perceived by a manager who is an individual entity and each individual has his own perception. The concept of business model gained popularity only in the recent past. Owing to reduced processing costs, accumulating and distributing information to business units and other intermediates and finally to the client became possible. Innovation became the order of the day which lead to mature products and services and an increased customer base. The company indeed used much of its resources for promotion in radio, Television, magazines, and the internet. However, all these failed due to a lack of brand creation. This would be achieved through innovative advertisement. (Kar, 2008)
Recommendation
The methods for innovative advertisings and promotions of the product are through a variety of ways such as TV, magazines, direct mail, public relations, and radio and these are the best methods of creating brand awareness only if the components of brand management are properly utilized. It could be mentioned that creative brand management methods create constant hits in the mind of the consumer making the consumer more aligned towards the product. Apart from these methods, there are other ways of creating a significant brand and creating brand awareness. These would be a public display of customer benefits and occasional and seasonal competitions. Formulation of these techniques would create brand awareness among potential customers. Once the brand awareness is created the industry would be more favorable for the company as being a brand name there would be a certain amount of faith and compatibility attached with the company and these are high valued products in the industry. This is because once the customer faith can be generated then the market segments would be more aligned towards the company. (Lamb, 2007)
Alongside, it should be stated that Market research indicated that there should be a number of variables that should be maintained in order to gain a competitive advantage in the business. On seasonal period it is essential for the product to increase casual staff. It is also important that Effective service improvement strategies will be accomplished through training of employees that should include providing adequate training for employees to possess the skills that are required in performing their job tasks and develop an Efficient internal communication between hotel managers and employees which will help employees to realize and understand what management expects (internal e-mail, blackboard). It is also essential to realize and understand the customers’ needs for employees. This aspect could have been negated by creative campaigns that would have increased the employees’ interest but it was not used. Thus, it is recommended that the target of creative advertising should include employees too as targets.
References
Kar, P. (2008). History of Industrial Economics and Related Applications. Kolkata: Dasgupta & Chatterjee.
King, H. (2008). Advertisement: Principals Today; Auckland: HBT & Brooks Ltd.
Lamb, D. (2007). Cult to Culture: The Development of Civilization. Wellington: National Book Trust.