Etv 2010 09_21_dyson
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Believing in Innovation – Marketing as a Must Cuno Singer, lic.rer.pol Managing Director Dyson SA (Schweiz) Entrepreneurship in Technology Ventures ETH Zürich 21st September 2010
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Transcript of Etv 2010 09_21_dyson
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
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
