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Similaire à Believing in Innovation and Marketing Success for Technology Ventures
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Believing in Innovation and Marketing Success for Technology Ventures
- 1. Believing in Innovation – Marketing as a Must Entrepreneurship in Technology Ventures ETH Zürich 21st September 2010 Cuno Singer, lic.rer.pol Managing Director Dyson SA (Schweiz)
- 4. Agenda 1. Dyson (45 min): History Company values Technology/products 1. Feedback (10 min)
- 5. Who is James Dyson?
- 6. Growing up in Norfolk (GB)
- 7. From a creative do-it-yourselfer …
- 8. … to an inventor Sea Truck
- 9. Dyson history – the beginning The James Dyson story begins in the late ‘70s. A small group of young design projects engineers gathered around James Dyson to work on different projects in Dyson’ Dyson’s garden shed.
- 11. Bags clog
- 13. … to the first bagless vacuum cleaner in the world
- 14. Dyson is different Spinning air creates Higher speed gives More cyclones create higher centrifugal force. higher centrifugal force suction power
- 15. Constant suction
- 16. 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
- 17. Other “bagless” vacuum cleaners clog
- 19. 3 years and 5’127 prototypes later
- 20. Another 3 years and 5 continents later G-Force 1985
- 21. DC01 1993
- 22. Dyson today Source: - Dyson Limited
- 24. Dyson floorcare volumes 2009 Distributors 2% Asia/Pacific UK 8% Europe 23% 21% Canada Japan USA 4% 8% 34%
- 25. Dyson today (MAT 2009) 36,8% 18,2% 29,2% 2 13,9% 13,2% 23,9% 20,1% 25,1% 15,7%
- 26. Dyson today (MAT CH 2009)
- 27. Dyson today (MAT CH 2009)
- 28. Company values
- 30. Frustration
- 32. Frustration 1862 1950 2008
- 33. Solution (2009)
- 34. Not every good idea is a success
- 36. Alec Issigonis with his first Mini
- 39. I’ve I have not failed. I ve just found 10,000 ways that won’t won t work. Thomas Edison
- 45. Believing in Innovation – Marketing as a Must Communication NPD Distribution TV Make things work Better floor PR better – as well in presence new categories More layers – more Trained and messages motivated store staff Aftersales Support – Call Center
- 47. Print
- 48. PR Swiss Innovation Forum 20min: JDA NZZ: Airblade NZZ: DC31 Workshop Bilanz: press trip Saldo SF1: Press trip
- 49. Dyson Academy
- 50. Dyson philosophy “Design is not about the way a product looks, but the way it works. 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.”
- 51. Balloons and Dyson Air Multiplier fans