Ma partie va concerner laspirateur Dyson en France by chenboying


									by Anatole, Bastien, Jeremy and Styven


Dyson is a British appliances manufacturer. Its main products are vacuum cleaners that use cyclonic separation. The founder, James Dyson, used centrifugal particle separation to maintain the suction power. Innovation and Design, all the Dyson’s products respect the vision of the chairman : “I just want things to work properly.”

Dyson, a little history
In 1978, James Dyson noticed that the air filter of the workshop where the spraying finishing operations on Ballbarrow models was constantly obstructed powder particles (like a vacuum cleaner bag is blocked by dust). He has designed and manufactured industrial cyclone tower, which removed the powder particles by exerting a centrifugal force 100 000 times the force of gravity. The same principle could he operate in a vacuum? James Dyson began to work. Five years and 5,127 prototypes later, the first Dual Cyclone bagless Vacuum cleaner was created. Uninterested in new technology and wedded to vacuum bags (worth £250 million every year), major manufacturers turned James and his invention away. James eventually licensed his design in Japan, the home of high-tech. The Japanese loved the pink G-Force, which was sold $2000 in 1993 and obtain the International Design Fair Prize. The royalties allowed James to manufacture a machine under his own name, DCO1. An inventor pays substantial fees to renew patents every year. Though he brushed with bankruptcy during the development years, for James, it was money well spent. In 1999, after a lengthy court battle, Hoover was found guilty of infringing James’ patent. Other manufacturers, unable or unwilling to develop their own vacuum cleaners, still try to copy Dyson technology to no avail. In 2002, Dyson move its manufacturing to Malaysia, so the company could concentrate on Research and Development.

Turnover At the beginning in 1993, the turn over of Dyson was around 2,4 million pounds. This amount is still rising today, as we can see on the chart below:
Turnover on the last four years in UK 600 500 400 300 200 100 0 2003 2004 2005 2006

Almost 300 million in 2003, 400 in 2004 and 515 million in 2006. The company count more than 500 engineers, and every year Dyson spends £70 million in Research & Development. But in 2002, the production has been transferred in Malaysia. Just to know the story, 800 jobs were lost, the reason invoked by Dyson, an investment in Research & Development. Today, Dyson employs more people in UK than before the move to Malaysia.

Dyson, Innovative Company
With 500 engineers the company wants to be the most innovative company possible. This creative team develops nearly 1 patent a day to keep the company on top of the latest technology and always improve their products.

The Ballbarrow The ballbarrow is like a classical barrow but instead of a wheel, James Dyson designed a ball. That’s make easier to use it in soft or wet ground. That was also a critical and commercial success.This barrow was launched in 1975 and withdrawn in 1990, and the cost at launch was about 20 pounds. It also won Building Design magazine's Innovation Award.

The vacuum cleaner

Like in the advertise: “No clogging, no loss of suction!”, suction remains constant, room after room after room… And this is not the only one advantage of this cleaner, if you know that a vacuum cleaner can cost up to £169 over five years… Dyson makes you saving money. Also, Dyson vacuum cleaner expels up to 150 times less pollen, bacteria and mould spores than the air you breathe. Dyson vacuum cleaners are built to last: during development, they beat, bash, freeze and drop their machines to test if they are robust or not (more information on ).

The hand dryer Another creation of Dyson is the hand dryer. It does already exist in a tissue version, paper version or also the air one. But James Dyson was bored of stuck or empty hand dryer, or the air hand dryer which roast your hands like in a toaster. So, Dyson design his own hand dryer and he called it “Airblade”:

Dyson highlights some advantages of this dryer, like the fact that the Airblade uses up to 80% less energy than usual warm air hand dryers and it dries your hands in just 10 seconds. Moreover the Dyson hand dryer purifies the air before blowing it onto your hands, and this is one of the reasons why the Airblade is accredited by institutions like The Royal Institute of Public Health, The British Skin Foundation and the National Sanitation Foundation.

Washing machine This is not the last product of Dyson, but the first mistake of the company. They wanted to build an efficient washing machine, and they did. They called it “Contrarotator”, It’s a washing machine with two counter-rotating drums (spinning in opposite directions) which makes it much more efficient and it uses less water. The bet was won, but one mistake was fatal, the price: this washing machine was three times more expensive than a classical one.

But nowadays, people are aware about questions of quality, ecology and some others values. So Dyson is thinking about launching again this washing machine on the market. Maybe ideas of Dyson were too early for people.


James and his engineers develop inventions, but also improve existing Dyson technology.

They’re rather fastidious. Dyson machines now have smaller multiple cyclones, which create creater centrifugal forces, capturing more microscopic dust.

Dust you can’t see. All Change

Another problem to solve: normal upright vacuum cleaners have fixed wheels, running on a fixed axle. They only move in straight lines. Like a pram.

A Dyson Ball™ machine is different. It rides on a ball, pivoting on a single point, allowing it to go in any direction.

Carbon Free

Conventional electric motors haven’t changed much in 100 years. Bulky and fragile. The brushes wear down and emit carbon dust. The Dyson digital motor works differently. Controlled by microchip it spins at 98,000 rpm – five-times faster than a Formula 1 car engine. Because of its speed, the digital motor is half the size and half the weight of conventional motors. With no brushes or fixed magnets, it doesn’t emit carbon either.

Dyson: The Man

Born May 2 1947 Cromer, Norfolk, England Knighted in 2007 Founder of the company and only shareholder, his estimated fortune at £760m makes him the 98th richest in Britain and Ireland. James has always pulled things to pieces, interested in how they work, asking “why does it do that?” “Just because it does” has never sufficed as an answer.

The James Dyson Foundation

The James Dyson Foundation was established in 2002 to promote charitable giving, especially to charities working in the fields of science, engineering, medicine and education. As a company, Dyson has always been passionate about charitable giving and educational work, but the Foundation enables this altruistic work to be more structured, considered and democratic. With a committee to manage giving, and registered charity status, it is intended that the James Dyson Foundation will assist educational institutions working in the field of design, technology and engineering, as well as charities carrying out medical or scientific research, and projects which aid the local community around Dyson, in Malmesbury, Wiltshire. The James Dyson Foundation tries to create a school of engineering and design but due to fund issues with the government, the project was abandoned.

The James Dyson Award The James Dyson Award is an annual design competition which recognises young designers and engineers who demonstrate Dyson’s design philosophy - the ability to think differently, persist in the face of set-backs and create functional, innovative products that improve the way we live. The winner is selected from the shortlist of national winners from Dyson’s Design Award programme, currently held in 14 countries.

The Award is an exciting opportunity for aspiring design engineers to compete on an international platform for a total prize fund of €10,000.

Winner of 2008 award

Name Winner

Reactiv Michael Chen

Graduated Middlesex University Country UK

Michael was inspired by the Nintendo Wii to come up with Reactiv - a responsive cycling jacket.

units sold

11% 20%


12% 10%
Dyson hoover miele philipps rowenta electrolux others



Hoover the first firm has marketed the product since 1908. Rowena from Germany have marketed its first Vacuum Cleaner since 1974. Miele (heizerbrock) famous for a mean device life cycle of 20 years, superior mean to 6 years compare its competitors from 1932. Electrolux from Sweden since 1910, Electrolux is one of the world's leading manufacturers of household appliances with 28% global market of the domestic equipments. Philips vacuum cleaner since 1960, Philips is one of the largest worldwide in terms of electronics, appliances and music publishing. Dyson exist since 1992.

2 1,5 1

400,00 300,00 200,00 100,00 0,00

Dyson DC 23

Dyson DC20 Animalpro

Bosch BSD2880

Electrolux Ergorapido ZB 2811

Philips Marathon bagless

Dyson DC19 Origin

Dyson DC20 Allergy

Criterion of selection
Criterion of selection consumer survey
Price Power 15% 5% 12% 17% 21% 30% External cost Noise Length of supply wire Esthetic look

- The price stills the main argument. - Then, the power of the engine which guarantees an optimal inhalation, this parameter is link to device efficiencies do convert power to useful power vacuum. - Then comes the noise of the machine on the march which has to emit least as it’s possible - Taken sector with more or less of the length of the argument the supplied cordon is link to the space room from 6m to 9m, avoid disconnecting too often the connector power. - Build to last the majority of the persons who vacuum cleaner breakdown buy a new one rather than to have it repaired because the repair cost the spare parts because there no details part purchases system on the market. - Extra costs The presence or not of the dust bag which, by passing over years, extra costs estimate by Dyson to half cost of a new complete device.

Philips Marathon bagless

Electrolux Ergorapido


Dyson strategies
- No loss of suction the device use centrifugal force. It doesn't rely on a filter to separate all the dirt from the airflow, so suction remains constant, room after room after room. - Clean expelled air Dyson technology captures particles as small as pollen, bacteria and mould spores. That's why the air a Dyson vacuum cleaner expels up to 150 times less pollen, bacteria and mould spores than the air you breathe. - Built to last - During development, we beat, bash, freeze and drop our machines before we're satisfied with them. That's how we know they work properly. No extra costs.

=> The big brands take advantage of this demand for ever to bring innovations to the vacuum cleaner, and it is not ready to stop of so early.

Difference between France and England
This part will talk about the hoover Dyson in France and England. How is it perceived, what are its sales curves, etc. We can already report that the vacuum cleaner market in France is rapidly growing. The transition from a hoover using bags to a hoover without bag is making step by step and sales are in constant evolution (growth).
1600000 1400000 1200000 1000000 800000 600000 400000 200000 0 2004 2005 2006 2007 No bag Bag

Today, one hoover out of two has no bag and 75% of the households have a hoover in France. Then, you have to know that in France, for 10 vacuum cleaners without bag sold, 3 are a Dyson.

Why this success and what are the differences with France? In France, a Dyson costs twice as much the price of another one but according to a study realized in 2006 and demonstrated by the testing movie (, the Dyson is the most resistant, and has a longer lifetime than the traditional vacuum cleaners.

Dyson has rapidly sold his products worldwide (at the international). Today, Dyson sells about 80% of his products overseas as against 20% three years ago. Dyson sells in more than 45 countries including France.

The success is here as: 30% of the vacuum cleaners sold in the USA, 20% in Canada (whereas they have launched the first Dyson in 2006 over there) and 27% in France.

What are the differences with the UK?

The main difference is only due to the sale of the vacuum cleaner itself. In France, the principal types of Dyson vacuum cleaners sold are the cylinder and without bag ones. Indeed, in the UK, the typical vacuum cleaner that exists since decades remains the vertical vacuum cleaner. It’s still the main sales of Dyson.

Main sales in France and England (respectively left and right)

Why? In fact, houses and flats in England are smaller, so the smallest place saved is substantial.

That’s why, English people like the vertical and without bag hoover, which saves place, rather than the cylinder one. However, Dyson sells cylinder hoovers less and less bulky.

Moreover, a recent study indicates that the esthetic is more and more important in the French mind. 20% prefer buying a hoover which seems “high-tech”. Now, we can see the turnover of the last four years in France. After a small decrease in 2005-2006, the firm goes back to a good financial health.
Turnover on the last three years in France 1200000 1000000 800000 600000 400000 200000 0 2004 2005 2006 2007

Strategy of the success
To understand Dyson success, we can analyze the advertising methods of the firm in order to show the impact of his marketing strategy and discover his corporate image. Website comparison

English website (

French website (

After visiting these two websites, we can conclude three facts. First, the English website is more accessible and attractive than French one, as his website is better designed. Therefore, the English website strategy is to sell and show products whereas the French website is only to present products. So we can buy vacuum cleaner online on the English web shore. Then, we can still understand that the principal sales are not the same for English or French people. In the English version, vacuum cleaner is the Upright range and for the French one it’s the Cylinder range. In other words, two different products for a same strategy: sell more and more.

Advertising comparison

English Version

French version

In the English advertising strategy, vacuum cleaners are sold on James Dyson picture, on his success story and the nobility of his work. In France, products are sold for the product itself, his resistant composing and high-tech design. In France, we buy a fashion object ; in England, we help the English Economy.

And many things The reflection in the mirror of the Dyson firm is very good as James Dyson has created his entire story with his mind. But it doesn’t stop there! Dyson has developed his corporate image with many charity actions like the James Dyson Foundation, the James Dyson Award, and has built a perfect consumer service as well.

With Market Share rising all over the World, the Dyson Company is becoming one of the most important firm in the appliances manufacture. Designed products, built to last and on top of technology, this company may fulfill the Dream of his creator: “That one day, Dyson will replace 'Hoover' and become a noun, a verb, out there on its own, long after I am forgotten.”

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