CHRIST CHURCH BUSINESS SCHOOL
MSc International Business Suite/MBA Graduate
Student Name:
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Student No:
1000xxxxx
Tutor’s Name:
Dr. Katy Warden
Module:
International Business Communications and Marketing ( MIBBU4IBC)
Assessment No:
Assessment 2
Submission Date:
05/01/2022
Word Count:…2,400… (excluding abstracts, appendices,
direct quotes, bibliography, diagrams and illustrations)
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to show that they have read and adhered to the University plagiarism
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1
INTERNATIONAL BUSINESS COMMUNICATION
ASSESSMENT 2: DYSON PRODUT LAUNCH IN NIGERIA
2
Executive Summary
The air purifier is one of the products that Dyson offers to its customers in varied markets. The
product comes in three basic models i.e., Dyson purifier cool, Dyson purifier cool formaldehyde,
and Dyson pure cool. Dyson air purifiers could be regarded as quiet and effective devices, but they
are also a little costly for consumers. They come in different ranges and the prices vary
accordingly. Entering new markets is mostly a challenge for businesses and they are keen to ensure
that effective market entry strategies are developed in accordance with the product and the market
in which it is being offered. Dyson with its promotional and marketing strategies, should not
advertise the products targeting specifically the elite class. The presentation of the images and
videos must be based on targeting the population in general. Before launching the product, they
can start an awareness campaign related to air pollution and its consequences. They can use
different mediums to spread awareness and to increase the focus of the public on this issue. Dyson
is required to perform risks analysis with time and evaluate strategies to sustain a strong position
in the market. It has been identified that with time, the preferences of the customer's change,
therefore, they might face a drop in sales if they do not update their products with time. Moreover,
by selling the product at a fixed price, they might be able to target only the upper class. Hence,
they might lose the huge audience that belongs to the middle class. Dyson can effectively launch
the product in the Nigerian market. However, this plan can become effective if the right
communication strategies and planning is used. In different regions, there are different ays of
communication, behaviour, preferences, needs, status, economy and wants. Therefore, before
launching any product in a new market, their factors are required to be evaluated. Even after the
launch of the product, they will be required to conduct risk analysis with time to overcome the
related risks. Latest technological tools and software can be used that can be helpful for effective
communication not only between the employees and managers but also with the customers. With
effective use, the needs and wants of the customers can be accessed as well and strong connections
can be made.
3
Table of Content
1.
Introduction .........................................................................................................................4
2.
Product Information .............................................................................................................4
3.
Entry Characteristics ............................................................................................................5
4. Communication Plan ...............................................................................................................6
4.1
Communication Tools ...................................................................................................8
4.2
Types of Medium ..........................................................................................................8
4.3
Core Types of Messages ...............................................................................................9
4.
Limitations/Challenges ........................................................................................................9
5.
Conclusion ......................................................................................................................... 10
7. References............................................................................................................................. 11
8. Appendix ( Creative Brief)……………………………………………………………………………………………………………….. 13
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1.
Introduction
In the field of project management, a communication plan is used to outline how the
company use different ways to communicate the information and discuss different issues within
the company and with the stakeholders. The development of an effective communication plan
helps the company to implement effective strategies and to overcome the related risks (Lo Presti
and Marino, 2020). Developing an effective marketing communication strategy could be highly
imperative for all types of businesses today. Work complexities and competition has augmented
so much in the modern environment, that developing effective marketing communication strategy
has become increasingly critical to sustain and grow (Stoychev et al., 2019). Dyson Limited could
be regarded as a British technology organisation that got established in the year 1991, in the UK.
The firm is involved in manufacturing and designing household appliances such as air purifiers,
vacuum cleaners, hairdryers, heaters, lights, and more of such products (Kim et al., 2021). This
report focuses mainly on developing a marketing/communication strategy for the brand Dyson.
The product that has been taken into consideration is the air purifier, which is aimed to be launched
in the Nigerian market. The report provides information on the product, entry characteristics,
communication plan, and limitations.
2.
Product Information
The air purifier is one of the products that Dyson offers to its customers in varied markets.
The product comes in three basic models i.e., Dyson purifier cool, Dyson purifier cool
formaldehyde, and Dyson pure cool. Dyson air purifiers could be regarded as quiet and effective
devices, but they are also a little costly for consumers. They come in different ranges and the prices
vary accordingly. The different variety of models of the purifiers could accommodate varied sizes
of rooms, and the functions of it also could be controlled from the devices in accordance to the
needs. As the name suggests, the product purifies air for humans and pets, providing them with
cleaner air to breathe. These purifiers are more useful and significant to people who have allergies,
who own pets, or who live in polluted areas (Fong et al., 2020). The purifier of Dyson intelligently
cools and purifies, and is re-engineered to deliver 50% cleaner air (Adeitan et al., 2021). The
product further traps gases, allergens, smoke, and bacteria, making it healthier for individuals to
breathe. One of the features of the product is that it reports the pollution in real-time, and is linked
with the Application of Dyson to be controlled from it. Dyson provides a two-year warranty for its
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product, and a money-back guarantee under a 30 day return policy. The quality of the product is
really good, and the company aims to further improve its functionality in the coming models
(Shimabukuro et al., 2020). The most attractive thing the company offers is the free delivery and
2-year warranty of the product. By giving the warranty, it becomes easy to attract customers and
to win their trust. On the other hand, with the service of free delivery, customers get attracted to
save their money from paying delivery charges.
3.
Entry Characteristics
Entering new markets is mostly a challenge for businesses and they are keen to ensure that
effective market entry strategies are developed in accordance with the product and the market in
which it is being offered. There are various dynamics and elements that need to be taken into
consideration by companies while entering into new markets and expanding their presence, and
these need to be effectively inculcated in the market strategy to optimise the results and outcomes
in terms of sales and revenue generation (Masiero et al., 2017). With regards to the case of Dyson,
entering the market of Nigeria with its product of Air purifiers through proper channels of sales.
The target market is of Air purifiers, and the company is keen to ensure that the product is well
accepted in the market by consumers.
Dyson focuses on maintaining the quality of its products and this is one of the reasons why
the prices of its products are comparatively higher (Alfian, 2021). The target market of the
company is the business professionals and Elite class. Considering the product that is being
offered, and the prices charged for the offerings the most suitable and appropriate class of
consumers are these. As the product could be considered as a luxury item, it is only consumable
by individuals who are at the higher end of society, and who are willing to spend money on such
items for a healthier living (Alfian, 2021). The lower or middle socio-economic class is often not
very conscious about such products, as their main focus is towards meeting their basic needs and
wants. With regards to the entry characteristics, Dyson could be identified as using price skimming
as the approach to offer its product to the consumers. With this pricing strategy, the firm would
keenly focus on targeting the particular market segment and offer its product to potential buyers.
Dyson with its promotional and marketing strategies, should not advertise the products
targeting specifically the elite class. The presentation of the images and videos must be based on
targeting the population in general. Before launching the product, they can start an awareness
6
campaign related to air pollution and its consequences. They can use different mediums to spread
awareness and to increase the focus of the public on this issue (Alfian, 2021). Later, they can
launch the product by targeting it as the solution to prevent the public and specifically children
who are the most affected by air pollution and germs. This strategy will help the company to grab
a huge audience and to increase their interest in buying the launched products.
4.
Communication Plan
A marketing communication plan could be considered as a strategy or approach for
informing the target audience about the service or product that is being offered in the market.
Companies often go through rigorous processes and procedures to develop a product and make it
available in the market for consumers to purchase (Mudzanani, 2015). While designing and
producing the product is highly daunting, it is equally daunting for the firm to present the products
and services in the market to its potential target market. There are various ways and methods that
firms adapt to offer their products, and each of them has its limitations and benefits (Mudzanani,
2015). With rising complexities and intricacies in the market, businesses now have become keener
in deciding the ways by which the product must be made available to the consumers so that it could
attract the maximum number of individuals possible (Blakeman, 2018). With increasing
competition in most industries, the marketing communication plan has gained significant
importance and value, and this remains of high value for almost every business that aims at
launching new products or entering new markets. Keeping customers aware of the new offerings
is highly imperative for businesses today, and businesses tend to use varied methods and
techniques to carry out the required activity (Blakeman, 2018).
The marketing communication mix is of immense significance and value, and it mainly
consists of three main elements i.e., communication tools, core types of messages, and types of
medium. A graphical presentation of the marketing communication mix has been provided below:
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Figure 1: Marketing Communication Mix
Source: Bormane (2019)
While there are various elements related to the marketing mix, and different models have
been presented regarding it, the three major components could be regarded as types of medium,
core types of the message, and communication tools (Bormane, 2019). Communication tools are
the techniques and approaches used to present goods and services to consumers such as personal
selling, advertising, sales promotion, direct marketing, public relations, and more (Luxton et al.,
2015). Types of mediums, on the other hand, are regarded as the medium through which the
products reach the consumers such as digital, broadcast, print, in-store, outdoor, and more. A
company may use more than one medium to offer its products and services, in accordance with
the type of product and market in which the offering is being made. Lastly, core types of messages
inculcate emotional messages, informational messages, branded content, and user-generated
content. The type of messages that the companies could use to reach out to the customers also rely
mainly on the nature and type of product, and the target audience to whom the offerings are being
made (Mihaela, 2015). Dyson will use the communication plan by considering the elements of the
marketing communication mix in the following ways:
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4.1
Communication Tools
The company can use effective communication tools and software to remain connected
with the customers, employees and headquarters. They can use Zoom where 100s of mobiles can
be connected to conduct meetings. With such platforms, companies become able to remain
connected with the employees present in any region of the world where internet access is available.
In the covid-19 pandemic situation, the need for such tools has been increased (Ugwuoke et al.,
2021). Many people in Nigeria are bound to remain home to prevent the spread. Therefore, in such
situations, video conferencing can be done with the employees. Moreover, with the application of
instant messages, the company can send messages to enormous people to increase their interest in
the products (Oyedele et al., 2021). The implication of the software related to effective
communication such as Microsoft Teams, Zoom, Office 365, Vevox and JIRA Cloud etc. can be
used effectively in the organisation to remain connected to design the best promotional strategies
(Oyedele et al., 2021). Moreover, Dyson can update their website with advanced programming
with the use of machine learning and artificial intelligence in which the customer queries can e
were based on the predictions. However, such situations can occur in which the customers may
not get the desired answers to their questions, in this situation, the customer care department can
connect with the customers directly (Adeitan et al., 2021).
4.2
Types of Medium
Since 2020, the trend of using information technology has been increased. The companies
working in different industries are using advanced technologies and platforms to serve the
customers and to reach them effectively and timely (Onwujekwe et al., 2021). It has been evaluated
that in 2020, the total number of social media users in Nigeria is reported around 28 million
(Adeitan et al., 2021). This showed that Dyson can take this opportunity and with digitalisation
promote its product. It can use emails, text messages to reach the audience. Moreover, they can
use different social media platforms such as Facebook, Instagram and Snapchat to connect with
people. However, they can not use Twitter here for promotion and marketing. The reason behind
this is since June 2021, Twitter is banned in Nigeria and no one under the premises of Nigeria can
use it (Adeitan et al., 2021). Therefore, only it cannot be used to remain connected with people
(Ugwuoke et al., 2021). On the other hand, to boost promotion and marketing, the company can
use advanced technology that can help them to identify the needs of the customers and to maintain
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a strong connection with them. The company may find huge competition to promote the products
online and to grab a new audience. The reason behind this is the company may find several
competitors internationally such as Coway AP-1512 HH Mighty, Honeywell HPA300 and Austin
Air HealthMate. On the other hand, in the internal market of Nigeria, the company can huge
competition as well such as Aquafield Water Services (Baba and Enemali, 2021).
4.3
Core Types of Messages
The company can use different ways to promote its product. These may include verbal,
non-verbal, visual and written (Sabri et al., 2021). Dyson can use verbal communication methods
to directly connect with people via on telephone and face-to-face in the market. It is an effective
way to convince the clients and to make them satisfied. To use non-verbal communication in
Nigeria, company staff and managers are required to evaluate the meaning of the non-verbal
communication types here (Obasi et al., 2021). The reason is people take different perspectives of
different signs and gestures. It has been evaluated that the people of Nigeria use different gestures
while talking. They smile to hide their true feelings and maintain eye contact while speaking to
show respect (Adeitan et al., 2021). Similarly, they can observe the posters, blogs, articles and
other ways of written communication used by the competitors so that they can also implement the
best ones to grab the audience. The visual means can be used to make the social media posts and
posters attractive so that they can stop by to read them. The design can be made as per the
preferences of the Nigerian population and in their language so that everyone can understand it
(Oyedele et al., 2021).
4.
Limitations/Challenges
In the Nigerian business environment, there are several issues of corruption and fraud,
therefore the company might face difficulty in gaining the trust of the customers in a short time.
Inflation is also another issue (Oyedele et al., 2021), therefore, people from low or middle-class
backgrounds may not buy the product due to high prices. It has been evaluated that the market of
Nigeria is complex and evolving. Therefore to sustain a strong position in the market, Dyson is
required to perform risks analysis with time and evaluate strategies to sustain a strong position in
the market. It has been identified that with time, the preferences of the customer's change,
therefore, they might face a drop in sales if they do not update their products with time. Moreover,
10
by selling the product at a fixed price, they might be able to target only the upper class. Hence,
they might lose the huge audience that belongs to the middle class.
5.
Conclusion
From the overall study, it can be concluded that Dyson can effectively launch the product
in the Nigerian market. However, this plan can become effective if the right communication
strategies and planning is used. In different regions, there are different ays of communication,
behaviour, preferences, needs, status, economy and wants. Therefore, before launching any
product in a new market, their factors are required to be evaluated. Even after the launch of the
product, they will be required to conduct risk analysis with time to overcome the related risks.
Latest technological tools and software can be used that can be helpful for effective communication
not only between the employees and managers but also with the customers. With effective use, the
needs and wants of the customers can be accessed as well and strong connections can be made.
11
6. References
Adeitan, M.A., Onyechi, N.J. and Omah, O., 2021. COVID-19 containment and control:
Information source credibility and adoption of prevention strategies among residents in
South West Nigeria. Journal of African Media Studies, 13(2), pp.235-251.
Alfian, A., 2021. The favored language learning strategies of Islamic university EFL
learners. Studies in English Language and Education, 8(1), pp.47-64.
Alfian, A.F., 2021. Technology Entrepreneurship Project (ENT 600): Dyson Ltd.
Baba, D.D. and Enemali, A.R., 2021. Strategic Plan As The Aspiration Of The Institution: The
Language Of A Strategic Plan In The Polytechnic Sector In Nigeria.
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Bormane, S., 2019, May. Trends in the development of integrated marketing communication in
the context of digital marketing. In SOCIETY. INTEGRATION. EDUCATION.
Proceedings of the International Scientific Conference (Vol. 6, pp. 84-95).
Fong, W.C.G., Grevatt, S., Potter, S., Tidbury, T., Kadalayil, L., Bennett, K., Larsson, M., Nicolas,
F., Kurukulaaratchy, R. and Arshad, S.H., 2021. The Efficacy of the Dyson Air Purifier in
Improving Asthma Control: Protocol for a Single-Center, Investigator-Led, Randomized,
Double-Blind, Placebo-Controlled Trial. JMIR research protocols, 10(7), p.e28624
Kim, J., Jeong, B. and Kim, D., 2021. Is Innovation Design-or Technology-Driven? Dyson.
In Patent Analytics (pp. 117-126). Springer, Singapore.
Lo Presti, L. and Marino, V., 2020. Is online public engagement a new challenge in the university
communication plan? A managerial perspective. Studies in Higher Education, 45(7),
pp.1380-1397.
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability and
brand performance. Journal of Advertising, 44(1), pp.37-46.
Masiero, G., Ogasavara, M.H. and Risso, M.L., 2017. Going global in groups: a relevant market
entry strategy?. Review of International Business and Strategy.
Mihaela, O.O.E., 2015. The influence of the integrated marketing communication on the consumer
buying behaviour. Procedia Economics and Finance, 23, pp.1446-1450.
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Mudzanani, T., 2015. A review and analysis of the role of integrated marketing communication
message typology in the development of communication strategies. African Journal of
Marketing Management, 7(8), pp.90-97.
Obasi, N.T., Okpara, C.V., Okpara, F.T., Itiav, V.J. and Gever, C.V., 2021. Effect of theatre for
development as a communication intervention strategy on behavioural intentions towards
painting, weaving and fashion and design among victims of conflict in Nigeria. African
Security Review, pp.1-13.
Onwujekwe, O., Agwu, P., Onuh, J., Uzochukwu, B., Ajaero, C., Mbachu, C., Orjiakor, C.T., Odii,
A. and Mirzoev, T., 2021. An analysis of urban policies and strategies on health and
nutrition in Nigeria. Urban Research & Practice, pp.1-26.
Oyedele, O.J., 2021. Gender, Media, and Contraceptive Use in Nigeria: Men Need Help, Not
Women. Journal of International Women's Studies, 22(5), pp.266-283.
Sabri, S., Suhatman, S. and Nasfi, N., 2021. N Nagari or Village Government Communication
Strategies in Improving Rural Economic Development. International Journal of Social and
Management Studies, 2(2), pp.56-65.
Shimabukuro, P.M.S., Duarte, M.L., Imoto, A.M., Atallah, Á.N., Franco, E.S.B., Peccin, M.S. and
Taminato, M., 2020. New Products for Dyson Air Purifier Replacement Filter Fit Tp02
Tp03 Tower. Sao Paulo Medical Journal, 138(6), pp.505-514.
Stoychev, L.Y., Dimitrova, T.V. and Desev, K.V., 2019. Planning and effectiveness evaluation of
marketing communication. Балканско научно обозрение, 3(1), pp.93-96.
Ugwuoke, J.C., Talabi, F.O., Adelabu, O., Sanusi, B.O., Gever, V.C. and Onuora, C., 2021.
Expanding the boundaries of vaccine discourse: impact of visual illustrations
communication intervention on intention towards COVID-19 vaccination among victims
of insecurity in Nigeria. Human Vaccines & Immunotherapeutics, pp.1-7.
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Appendix 1: CREATIVE BRIEF
CLIENT: Dyson Limited
BRAND: Dyson Air Purifier
PROJECT NO:
1. Where are we now? [our business situation, market context, competitive activity, etc.]
The brand is currently situated in UK. Market share is now over 30% by value in Britain, reported revenues of
5.4 billion British poundS for previous year. Sold in over 65 countries, ranked number 181 in the list of Global Best
Brand
2. What do we want to achieve? [i.e. what change in consumer attitudes or behavior we want to achieve through
communication activities]
Increase Dyson sales in the Nigeria air-purifier market by creating awareness through social media,
3. How do we want to do/change it? [what do we want to communicate, what means and methods we can use?]
That they can take control of their environment with Dyson air purifier, through Social Media Marketing,
direct marketing, blogs and articles.
4. Who is the audience for our communication? [= who is our target group?]
Elite Class, business professionals.
5. Consumer Insight: [beliefs, motivations, needs of the recipient, his way of thinking and his expectations]
The needs of the consumers is to have a cleaner and clearer air environment,they expect something that can
capture dust, allergens and bacteria and filters the air Those who believe in living with a fresh environment.
6. What is the key message? [our key statement, main benefit, promise]
Breathing air with quality. Take control of their environment. Provide a cleaner and safer breath of fresh air.
7. Why is this message true? [RTB - reason to believe, arguments to justify our promise]
Dyson is known for its high-quality appliances, scientifically tested to capture particles as small as allergens and
H1N1 virus, senses and displays real time air quality. Won the trusted reviews award 2021.
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8. Expected consumer response: [what the recipient should think/feel/do after exposure to our message]
It is expected the consumer will feel the need to have a cleaner air so as to improve their health by purchasing
Dyson air purifier and they will have more trust in the quality of the product.
9. Tone of Voice: [climate, tone of the message): [what is the style and aura of our message]
The tone of the message will be formal but sound the urgency for the need to purify the air we breathe..
10. What is the brand personality and brand character? [what features best define our brand?]
Style, comfortability, quality, and design.
11. Mandatories: [what must be included in the message - e.g. page address, Infoline phone number, social
media etc.]
Product details, social media address, product designs.
12. What is there to prepare: [what specific elements of the projects we need to have e.g. film storyboard, sketch
of the advertisement, prototype of the landing page, etc.]
Social media page on Facebook, Instagram, and snapchat.
www.HEURISTICA.pl