Quote from M00seUK on 03/11/06 at 1:04pm:
On this point, might it not be that it's part of Dyson's strategy to make a decision on introducing DC15 at a later date? With new product marketing, keeping the message as simple as possible is key. Introducing a brand in a market with 'does bagless better than others, because...' 'and also has this ball thing, which is good because...' would dilute the message.It's also another set of models to mechanise into the stores. They've started with entry-level DC07 and premium DC14 models. Super-premium by way of DC15 can gain additional publicity another day.
No mights in the USA. This was the strategy with the launch of the DC15 in the USA in April 2005. What happened? The strategy "planned" did not become the strategy "accomplished."
Due to lack of interest and sales prices on the DC15 Ball All Floors and Animal dropped $100 in October 2005. As was pointed out by Jim B on another thread, this price drop forced the DC14 Animal into the premium dyson product position in the USA lineup. NOt by dyson choice but by circumstances and events. Jim B put a good spin on this and is worth a read to get the company line. The dyson Ball strategy failed in the USA because the product failed just as it did in the 1960's in the USA when GE tried. Do you think it will work in Canada? I say "No."
Carmine D.
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