Believing in Innovation – Marketing as a Must

Cuno Singer, lic.rer.polManaging Director Dyson SA (Schweiz)

Entrepreneurship in Technology Ventures

ETH Zürich21st September 2010

What is frustration?What is frustration?What is frustration?What is frustration?

Agenda

1.1.1.1. Dyson (45 min): Dyson (45 min): Dyson (45 min): Dyson (45 min): HistoryCompany values Technology/products

1.1.1.1. Feedback (10 min)Feedback (10 min)Feedback (10 min)Feedback (10 min)

Who is James Dyson?

Growing up in Norfolk (GB)

From a creative do-it-yourselfer …

Sea Truck

… to an inventor

Dyson history – the beginning

The James Dyson story begins in the late The James Dyson story begins in the late The James Dyson story begins in the late The James Dyson story begins in the late ‘‘‘‘70s. A small group of young design 70s. A small group of young design 70s. A small group of young design 70s. A small group of young design engineers gathered around James Dyson to work on different projeengineers gathered around James Dyson to work on different projeengineers gathered around James Dyson to work on different projeengineers gathered around James Dyson to work on different projects in cts in cts in cts in DysonDysonDysonDyson’’’’s garden shed.s garden shed.s garden shed.s garden shed.

Bags clog

From inspiration …

… to the first bagless vacuum cleaner in the world

Dyson is different

Spinning air createscentrifugal force.

Higher speed gives higher centrifugal force

More cyclones create higher suction power

Constant suction

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

Other “bagless” vacuum cleaners clog

Clean expelled air

3 years and 5’127 prototypes later

GGGG----ForceForceForceForce

1985198519851985

Another 3 years and 5 continents later

DC01DC01DC01DC01

1993199319931993

Dyson today

Source: - Dyson Limited

UK

23%

USA

34%

Japan

8%

Asia/Pacific

8%

Canada

4%

Europe

21%

Distributors

2%

Dyson floorcare volumes 2009

Dyson today (MAT 2009)

15,7%

23,9%

13,2%13,9%

25,1%

36,8%

20,1%

2

18,2%

29,2%

Dyson today (MAT CH 2009)

Dyson today (MAT CH 2009)

Company values

Frustration

Frustration

1862 1950 2008

Solution (2009)

Not every good idea is a success

Alec Alec Alec Alec IssigonisIssigonisIssigonisIssigonis withwithwithwith his his his his firstfirstfirstfirst MiniMiniMiniMini

I have not failed. II have not failed. II have not failed. II have not failed. I’ve just ve just ve just ve just

found 10,000 ways that found 10,000 ways that found 10,000 ways that found 10,000 ways that wonwonwonwon’t work.t work.t work.t work.

Thomas EdisonThomas EdisonThomas EdisonThomas Edison

Edgar RutterPresident Hoover

Believing in Innovation – Marketing as a Must

Communication

TV

PR

More layers – more messages

NPD

Make things work better – as well in new categories

Distribution

Better floor presence

Trained and motivated store staff

Aftersales Support – Call Center

TV commercial 2010

Print

PR

NZZ: DC31

NZZ: Airblade20min: JDA

Swiss Innovation Forum

SF1: Press tripBilanz: press trip

Workshop

Saldo

Dyson Academy

“Design is not about the way a product looks, but the way it works.

Dyson philosophy

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.”

Balloons and Dyson Air Multiplier fans

Questions/Feedback