Business strategy · Academic project
Dyson Strategy & Benchmarking
A business communication and strategy project on how Dyson could make the value behind its premium pricing easier for customers to feel, benchmarked against Lululemon’s customer experience model.
Overview
Dyson sells premium products in categories where lower-priced alternatives are easy to find. Our team studied how customers perceive that premium, and what Dyson could do to strengthen the link between the price they pay and the value they experience.
Challenge
Premium positioning only works when customers believe the experience justifies the price. The question we explored: how could customer experience become a source of differentiation for Dyson, not just product engineering?
My role
My contribution was the stakeholder analysis and the benchmarking of Dyson against Lululemon’s customer experience model.
Actions
- Mapped Dyson’s key stakeholders and what each group expects from the brand.
- Benchmarked Dyson against Lululemon, a brand that turns customer experience and community into part of its premium.
- Together, the team examined competitive alternatives and customer perceptions of premium pricing.
- Contributed to the team’s proposed concept: a traveling “Dyson First Impression” pop-up experience.
Results
- A strategic recommendation linking premium price to tangible customer experience.
- A proposed pop-up concept grounded in the stakeholder and benchmarking analysis.
This was an academic project. The “Dyson First Impression” pop-up was a proposed concept and was not implemented by Dyson. This project is not affiliated with or endorsed by Dyson or Lululemon.
Evidence
