Washing Machine: Contrarotator: not a good international brand name.
Contra – rotates in opposite directions to wash products to improve quality of the wash.
Colour: Stepped aside from the brand.
Other brands were offering a wash with less water – cheaper to the consumer.
Economy – less water
Environmental – less water
Dyson Washing Machine failed even though performance was better.
Spent £25 million on this product!
Clothes were already being washed fine so pay a premium – not different enough for consumers to pay so much for!
Ansoff Matrix – product development – washing machine was not needed!
Vacuum Cleaners were still successful!
What next for Dyson? Hand dryer – good with air technology – stick to what they are good at – colour is recognisable so back on brand.
Paper towels = expensive/wasting paper so not environmentally friendly/not as hygienic/very high service jobs – people have to come in and clean.
Selling to businesses that are paying for their washrooms.
Towel on a roll – not hygienic!
Hand dryer – takes so long
Dyson – fast launch, had to be secret, Jamie Oliver installed them first.
Places with paper towels often did not have electricity in the toilets.
Strategically new product development and new market – targeting businesses. No consumer market but there is a potential.
Big international market starting to build.
Big issue is imitation of the dryer.
Next was The Dyson Fan – simple, effective, innovative.
Colour – blue shows air, brand strong enough to move away from core colours, stays out in the house.
Product for new and existing customers.
Launch in Victoria station