Dyson launches a new premium product

James Dyson is at it again - launching a desktop fan at a price that is almost ten times the average price of a standard blade-based fan…

A terrific amount of business studies material in here for students at all levels, including:

- The impact of the Dyson design process (the product is four years from concept to launch)
- A unique selling point: bladeless technology + smoother and more powerful airflow
- The importance of retail distribution
- Pricing: skimming pricing strategy to maximise profits from the early-adopters
- Manufactured overseas rather than in the UK - to keep down unit costs