Dyson AM01 is a new generation in fan industry. Its difference from normal fans is that it does not have any blade. Due to the new technology called Air Multiplier, this bladeless table fan generates smooth and uninterrupted airflow. It has many benefits that attract customers’ attention. For instance, since the structure of Dyson table fan is simply consisted of a circle which is used to generate airflow and an elliptical base which has switches. Therefore, it is very easy to clean because people do not need to take it apart as traditional ones before clean it. Also, because there are no blades, people will not hurt themselves when their hands are in the fan by accident. This is essentially important as many children hurt themselves by being cut by fan blades. Furthermore, the shape and looking of Dyson table fan are also reasons why people like it. It looks modern and high tech, and most importantly, it breaks the traditional idea of fans in people’s mind. The positioning of Dyson table fan is clear and specific. Firstly, they target on people who like modern style and working in office. The fan is small but efficient and also easy to clean for busy people. Then, housewives and families with children are their second target. Dyson focuses on safety and easy to clean while they are promoting their product to this group of people. The perceptions of consumers Dyson’s product are mainly vision and touch. As I mentioned above, on one hand, some people like it because of its modern looking color and appearance. On the other hand, some consumers like the airflow that it makes and feel comfortable. The motivation that drives people to consume Dyson table fan is their new idea of fan. People nowadays are more willing to try new things than they are in the past; therefore, it is not a problem for Dyson to consider if their new product will be accepted or not. In most western countries, families are not allowed to install air conditioners due to the protection of friendly environment. Thus, the only thing that they can use in hot weather is fan. However, traditional fans have many issues, such as hard to take apart and clean, unsafe to touch blades and big and heavy. These facts give Dyson a good opportunity to introduce their product without any of these problems to the market. As a result, those who are tired with traditional fans are naturally attracted and motivated to purchase Dyson’s product. The core value of Dyson table fan is innovation. They designed a new generation of fan and make it more effective in every aspect. From my perspective, Dyson definitely has a high self-esteem, because they are willing to take risks and eventually successful. Also, Dyson has its own personality which is creativity. It dedicates to make people have better and easier life; at the meantime, they can have a high technology experience. These are also defined as the lifestyle that Dyson wants to give its target customers.