Dyson is a business most known for being innovative in the market of vacuum cleaners. This was achieved through many patented ideas such as Dyson's cyclone technology which increase overall performance of suction. This, as well as many other factors, helped Dyson become the market leader in vacuum cleaner's market with 21% market share of volume sales compared to the next best (Vax at 13%). Dyson is a business that has rapidly grown diversifying new products into different markets such as washing machines, fans and hand dryers. For this reason, Dyson's marketing strategy previously used on vacuum cleaners may not work for the new products. However, there are some key elements of their marketing strategy that will play into their hands when they enter new markets.
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expensive side of the market therefore Dyson need to lure customers in from the features and not price.