Friday, May 22, 2009

Would you pay $599 for this vacuum cleaner

The Dyson ball is a monument to what can be accomplished by marketing. While a person could easily go to Walmart and purchase a vacume cleaner for $50, people are marching out and spending $599 and telling their friends that they have to have one also.

How can Dyson charge such a premium for their product while also taking over the market share? They have figured out how to appeal to something which other home appliance manufactured have ignored. I will call it the techie factor. All the other home appliances we buy like fridges, stoves, freezers, or washing machines are in nice white packages, completely hiding their functionality.

Dyson products broadcasts their functionality. Buying a Dyson is a lot more then buying an home appliance, it is buying a statement of technological progress and innovation. Think of the conversation starters when your friends are over at your house and you can pull out your Dyson and show how it works.

The marketing of the Dyson with is transparent cyclone and all the visible moving parts appeals to a generation that has a new attraction with technology. They do not want things in nice packages where all the working components are hidden from view. They want to feel like they understand what is going on inside the machine. These are the same type of people the buy computer mice made with transparent plastic so all the electronics are visible. They are also the same type of people that bought the original hummers which declared functionality (low center of gravity, wide wheel base, high ground clearance) above pleasant looks.

Dyson has done an excellent job at identify this "techie" market and selling a premium product which is taking over market share.

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