Benefits and Value Derived by the Customers of Dyson Ltd - Case Study Example

The DYSON LTD. THE CONTRAROTATOR WASHING MACHINE INTRODUCTION In the current scenario of fast moving world where change and innovation have become the mandates for survival, entrepreneurs have been emerging at a very rapid pace but only few of them really manage to cling on and prove their real worth and capabilities. Constraints are faced by all whether financial, time or resource by nature. For some entrepreneurs the constraints may be confronted at a very extent while for few others on a medium or small scale but every aspirer has to face the struggles and hardships to make a stand among his rivals. One such name which inspires me to delve deeper at the grass root level and extract information about the most amazing technologies and innovations carried on till date is none other than ‘Dyson’ . Today every home in Britain has a Dyson product which 15 years ago was a just name to fantasize as it was hardly affordable to keep a Dyson product (Lester D, 1992). Dyson Ltd. is a British appliances manufacturer who specializes in producing its core product line of vacuum cleaners that use cyclonic separation along with other varied products such as washing machine, etc. The propunder of the company James Dyson came up with the novel concept of centrifugal particle separation . Not only this, in times of financial downturn and market turbulences, the entreprenuer’s vision is far sighted. Dyson proved the general view of commercial ruthlessness and innovation as two absolutely different concepts completely insignificant , according to him both creativity and commercialism could co-exist, he permeated the decision to cut off 600 jobs from his Malmesbury production line and re located the production of both his vacuum cleaners and washing machines to Malaysia (Wallis I, 2004). The man born with unmatchable intellect ‘James Dyson’ is one of the most passionate entrepreneurs who think of himself as a designer rather than an entrepreneur. The most fascinating thing about the company Dyson and its products which has actually inspired me to carry forward such intricate work is popular brand image and the enormous profit margins the company is able to achieve in the past years. James Dyson was the pioneer to develop numerous vacuum cleaner model ranges and still continues to innovate and offer consumers new alternatives to old appliances. One such unique category in which Dyson entered quite recently was the washing machine segment. In 2000 the company launched its first ever washing machine called as the ‘Contrarotator washing machine’ and took the market by storm (Lester D, 1992). Contrarotator is an invention of a design-led firm which strongly believes that design and innovative thinking are at the central focal point of any value generation and competitive advantage (Beverland M, Farrelly F, retrieved on 12th December, 2008). The distinct technology of contrarotator which had never been applied by any other firm was the prime reason foe selecting the specific product for the critique along with its struggle to make place in the market despite being of high quality and higer standards. One can be curious to instigate further based on the fact that James Dyson as an individual possesess unique quality of placing great importance on the power of observation especially related to the invention of new materials and technological advancements which complements the traditional ways of performaing tasks. A state of constant ethnography (Beverland M, Farrelly F, retrieved on 12th December, 2008) actually supports designers like James Dyson to choose ideas which involve social concerns and have equal challenging environment for successful launch of their products. Adoption of non-conventional strategies itself is a reason to select an influential brand like Dyson. The idea of combining traditional techniques for hand-washing with new technical advancement alongwith a meticulous approach towards environmental concerns over water usage has been a great source of influence for the selection of the specific product ‘Contrarotator washing machine’ and the company ‘Dyson’ . X: The benefits and value derived by the clients or customers, or recipients, The value and benefits derived from the Contrarotator are incredible as far as the concept, the technology and the vision is looked for in its manufacturing process keeping aside its high cost and exorbitant pricing and other minor faults. The two drum technology incorporated in the products design provides benefit of taking larger load capacities and faster cycle times as the product has special features such as a high performance sports care bearing , DesignSpace from ANSYS to ensure that large amount of quantities cab be entertained at one time. A natural extension to the physical prototyping is also provided to the customers (Normile D, 2002). Special protective features like child lock, two doors locking, and unique programming facilitates the utility of the product. The machine was one of its own kinds to inculcate a technology whereby the real washing scenario used by the normal people was taken into consideration, that is the eight shaped movement or rotation giving the feeling of hand washed clothes. Moreover the attractive designing, color schemes and the brand itself were the additional advantages derived by the consumers. Dyson in his research and development phase of the machine actually explored that a single drum used by the traditional washing machines has a thick rubber seal which restricts the drum to the cabinet due to which the seal is stretched and compressed as the drum moves while the machine is in use which further results in accumulation of dirt and it becomes necessary to pull out clothes over the seal to remove them from the washing machine you have to pull your clothes over the seal to remove them from the machine. Such tasks become tedious and testing for the customers as loading and unloading becomes a difficult exercise all through. To overcome the above mentioned barriers and loopholes, use of double drum system was made with deeper and larger circumference which resulted in creating a centrifugal force for fewer revolutions. The drums aided in allowing the water to release faster (Harper C, retrieved on 12th December, 2008). Moreover the larger drums help in spreading the clothes evenly so that the water does not slip in through thick layers and would need less time for drying after wash. Such advantages which the customer could intricately think off were not available in other models of washing machine available in the markets at that time. The value of the product was also derived, as people wanted easy operations and less of botheration. The advanced programming of the machine helped in providing immense satisfaction to its users, the automatic detection at the time of faulty instructions, protective negligence etc helped to avoid unwanted accidents. Users also value products which itself are technology oriented, and are different from the rest of the products in the market. Contrarotator in no ways was an imitation of the existing products in the market but an entirely diversified product. X: The uniqueness of its design elements - shape, color, design, imagination, relevance Design and Shape Dyson also developed the CR01 Contrarotator as the world's first ever washing machine working on the principle of two counter-rotating drums spinning in opposite directions for better enhanced performnace. The machine was designed in such a manner that it had 5,000 spin perforations for drier clothes at the end of the cycle incomparison to about 1,000 perforations which the conventional machines exhibited . The machine had the most novel use of the sensor technology for balancing the load. The machine’s programming and other eletronic features supported water temperature control and levels along with the other general programme management. The CPU of the Contrarotator was field-upgradable (Electronic Times, 2000). The high tech design of the machine seemed to take it stand apart from other washing machines. The design also claimed that the methodology opted it the development of the product made the fabric more flexed in comparison to the conventional washers, the machine was capable of taking heavy loads and faster washing (Liszewski A, 2006). The Dyson engineers have put in years of effort in coming up with a distinct design whereby washing by hand gave better wash results than single drum machines. The design of the product is built on the concept that while the laundry is constantly on the move, it is controlled and contracted which exposes the fabric to the detergent and helping to releasing muck in a shorter span and effectively. Two aligned drums were special fitted in order to rotate in the opposite directions at the same time to constantly move the laundry. The Contrarotator has special features including interlocking double doors, child lock, wipe-able control panel, and hygienic long-life seal. Unlike the other machines which rotate in a single direction at a particular moment of time, the contrarotators twin drum technology operates simultaneously , thereby dropping the old system of ‘dropping and flopping’ and adopting the new contemporary method of constantly moving in an intricate tumble to flex the fabric and open the entwine. Dyson has incorporated a unique element austenitic stainless steel into the development of their twin drum washing machine which actually is responsible to extend the service life of the product. This unique element added special features in the durability of the product such as corrosion resistance, ductility, good weldability and resistance to high and low operating temperatures. Dyson incorporated a special design element known as the finite element analysis as a part of the entire process which in many terms restricted the flexibility and creativity of the product (Normile D, 2002). Iterative development was the concept by the Dyson engineers whereby they preferred making one change at a time. Complete testing, approval, and verification of the former stage led to the next move. Engineers also concentrated on testing the reliability and durability of each and every component of the machine. After attaining positive results for the concept of two drums rotating in opposite directions, the engineers worked on the trial product. The engineer’s imagination was too far where they even built a replica human finger in order to repeatedly test every button on the control panel atleast 10,000 times. The company ensured that they programmed the control panel atleast 30,000 times, they opened and shut the soap tray atleast 10,000 times and they opened and shut the double doors 30,000 times to built up a verified, strongly tested and reliable product. The contrarotator was supposed to be competent enough to simply halve the normal washing cycle by almost 50 percent of the usual time . The Contrarotator has double doors and with an intelligent interlock system which secures the doors when the drums are moving and automatically releases it when the washing cycle is over. The outer door of the machine is built up with a polycarbonate substance for instance crash helmets and riot shields. The design also comprises of other innovative features such as a hygienic long life seal which protects the clothes and does not obstruct slime, transparent trap to trap buttons and coins, easy access to the filter, king size duvet wash, Rollerjack handle to handle the machine efficiently (Sean H, 2001). The CR-01 makes use of a single high-performance sports car bearing to provide support to its two drums instead of two lower grade bearings. The FEA did help the design engineers to develop computerized models of linear, planar and solid engineering product. The methodology applied helps in optimizing a perfect blend of interconnectedness of various elements specifically related to the model specific engineering phenomena and give out the best performance under heavy load conditions. Designing of the product is one of the key USP for Dyson’s products and makes sure that the company does not comprise on the creativity aspects. The mix of dispersed designing of Contrarotator could have offered great advantage but the machine was nothing but an unfortunate launch. The company also used FEA for design fatigue tests arrangements. The company generally initiates every possible step to overcome all the future possible risks but somewhat couldn’t figure out the incompetencies related with Contrarotator. Imagination When James Dyson thought about developing a washing machine, he asked his engineers to experiment with every possible imaginable way of washing, testing all the permutations and combinations such as with and without detergent; with detergent but without movement; without water and even by hand to exactly locate the deficiencies and inadequacies of the conventional washing machines. The company marketed the washing machine under the catchphrase “two drums are better than ocompany came out with two more washing models the CR02, further divided into two versions called the Flowcheck and Allergy models. But gradually the company discontinued the product line as they were unprofitable in the long run. But currently it has been stated by the owner James Dyson that they are redesigning the Contrarotator washing machine for a looming impending worldwide marketing of the great machine. Dyson's launched double-barrelled washing machine, the Contrarotator was launched with a vision which incorporated a leading edge in the electronic segment (Liszewski A, 2006). The amount of imagination which was poured into the construction of an absolutely different patented product could be well analyzed by the fact that the Contrarotator took four long years and a million of working hours in its developmental and production phase. A 40 per cent glass filled polypropylene tub was used for the Dyson Contrarotator washing machine being moulded at Moll Industries in Gloucester which worked on a custom-designed handling and production system. James Dyson is a firm believer and highly supports the fact that investing time, effort and money in research and development is critical when developing any truly innovative product. His imagination and vast achievements have resulted in ownership of intellectual property patents which enables him and his brand name to stand class apart from his competitors. Two drum technology in washing machines is patented by Dyson which means that the company has the complete rights to stop someone else who indulges in an illegal act of making or selling the patented product or component in the country in which the patent is granted, as in this case UK. Relevance The Dyson Contrarotator is a good example of proving that testing alone is insufficient to ensure the quality of a product, but can be beneficial in the preliminary phases of the design process as a unique approach to try and test new and imaginative solutions. The Dyson team initiated the concept of Contrarotator by first testing different ways to get clothes clean. The company had the confidence in their capabilities because of which they didn't copy the design of existing washing machines. The relevance of the product was somewhat controversial with its utility factor. The Contrarotator created in 2000 was the first ever machine to be built on the concept of two drums but couldn’t survive for long and the production ceased in the year 2005 due to its poor sales, high prices and noisiness when in action. The machine started off as a high price appliance and soon faced certain quality issues as well. The Dyson Contrarotator washing machine was in accordance with the terms of relevancy and application as it was approved by Woolmark both on the terms of hand wash and wool washes programmes. The technology also promoted the advancements in effortless care and ease of technology to the consumer (Sean H, 2002). The innovative Contrarotator washing machine launched in 2002 is still making revenue, despite constant criticism that it is too expensive to sell widely. Dyson held a strong view that his firm had to make its own advances in artificial intelligence before launching it. X: Its appeal as a brand in contemporary markets. Dyson Ltd is regarded as one of the most innovative UK firm and the inventor of Contrarotator washing machine which is appreciated for its continual research and development which the firm specializes into and re-invests 17 percent of its profits in the R&D (Hidden Wealth, 2003). When James Dyson thought about reinventing the washing machine, he started from the basics, coming up with an altogether different concept as that of Contrarotator , its appeal in the contemporary market in the initial stages of its launch was that it was regarded as a stylish, reliable and efficient machine, with a protective door made from the same material used for riot shields. Certainly the machine wasn’t cost effective but highly desirable. But the appeal gradually declined due to a number of justified reasons mentioned below. However the product could not generate enough customers despite its strong brand appeal in the contemporary markets, due to fall in expected revenues from the product it was decided by James Dyson that Contrarotator washing machine may not be resurrected though it was still on the company’s list but there exist no specific plan to re-enter the market. One of the major reasons for the failure of the product was its expensive pricing for the customers as well as the company; however the company still stands by exploring ways to find a cheap way of making it. The machine was too big in comparison to a standard size machine, its modern looks it suited well to be placed in a kitchen (ModBod, 2007) .In 2005 Dyson stated that he would no longer manufacture the Contrarotator after five years as it was” too expensive to manufacture”. Adapting oneself to a rapidly changing environment, improving service delivery, become thought leaders and driving policy, empowering people, increasing employee satisfaction and retention, increasing organizational profile are few of the innovational edge features that help in making a strong brand appeal in the market just as what the Dyson Ltd does by way of inventing products like the Contrarotator. Reviews of the Machine from the general public Some of the reviews collected about the performance of the Contrarotator present conflicting viewpoints for instance one of the customer said that the machine “has been making an awful noise for several months and the noise generated by the use of machine is too loud and sounds almost like two pieces of metal rubbing and grinding against each other” (Laura, 2008) Another customer was quite satisfied but at the same time annoyed with the funny noises the machine made. The customer commented “I am happy with the huge drum which the machine has, helping in holding a large quantity of clothes as compared to other washing machines but is too noisy”. (Laura, 2008) Other customers have also expressed their views that the machine actually damaged their clothes by rigorous rubbing which tends to make the cloth out of shape and that the clothes are not cleaned enough. One of the customer commented on the machines high pricing disadvantage and low performance output. (Laura, 2008) We also have some very happy customers for whom the Contrarotator is simply the best because it is simple and takes around double the load of all the others, it cleans well and conveniently adjusts itself when wrongly programmed which is unlikely in the other similar utility models. The machine is programmed in such a manner that it automatically starts a new program when confronts and sort of change in clothing (ModBod, 2007). A prompt service cell was also appreciated by the user which in no time would rectify the mistake or problem. The reviews could be depressing when the ratings on the net were identified based on various attributed of performance for the Dyson CR02 flowcheck contrarotator washing machine. On a scale of ten , the following attributes scored the folowing ratings Ease of Use: 8.6 – quite commendable, which means customers find the product quite convenient to operate on. Durability: 5.4 – even the use of special quality austenitic stainless steel couldn’t satisfy the customers on the long lasting durability attribute of the product. Style: 8.3 – the appearance of the product scored really high which clearly indicates that restructuring of the model apart from its few drawbacks can certainly attract customers on account of its external appearance. Service and Support: 5.6 – the service needs a second thought, because the results indicate that customers were not contented with the quality of service imparted through the machine. Vale of Money: 5 – it’s already been stated earlier that the product was too expensive to be afforded, moreover the value extended in return of the machine did not match its worth. Hence the company certainly needs to cut down the price along with increasing the efficiency and overall utility of the product. Reviewer rating: 5.6 – Reviewer ratings have also scored too low on the chart, hence discontented responses. Overall Rating: 6.1 – overall ratings of the Contrarotator have been reported on the marginal front which is just not enough to sustain its competitive advantage in the market. Additional features have to be incorporated and deficiencies have to be bridged and irrelevant features to be eliminated. (Review center, retrieved on 12th December, 2008) Unfortunately, the Contrarotator washing machines are no longer in production. The reasons for such a decision are regarded to be the numerous claims made by the other manufactures that tend to be in conflicting views with Dysons advertising claims. Consumers rating were above average and thoughts above resuming production are under consideration.  When the Contrarotator was exposed in the market it was sold for 1,000 pounds, and featured 120 patents and patent applications (Wells J, 2007) out of which two contra-rotating drums was the finest feature that operated in opposite directions and caused clothes to circle in a figure-eight motion just in accordance with the hand washing process. The Contrarotator was specifically designed for the UK market, hence did not qualify to gain acceptability in the global markets. Due to lack in required efficiencies. The Contrarotator is not completely off the charts of the company but is supposed to have taken a temporary withdrawal in order to put more research work to develop a completely reincarnated piece of work (Wells J, 2007). Dyson’s commitment to innovate and produce the best quality products would certainly make the re-launch of Contrarotator a success in the future times. 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Review center, dyson cr02 flowcheck contrarotator washing machine reviews.retrieved on 12th December, 2008, http://www.reviewcentre.com/reviews85356.html ModBod, 21st April, 2007, Dyson Contrarotator can it be bettered ?, retrieved on 12th December, 2008, http://www.ciao.co.uk/Dyson_Contrarotator__Review_5642872 Electronic Times, 13th November, 2000, Dyson launches Contrarotator washing machine, retrieved on 12th December, 2008, http://findarticles.com/p/articles/mi_m0WVI/is_/ai_67154455 Read More