The Maytag name is heard of over here. It was used in the early 2000's to sell a few US built Hoover machines, like the Sattelite and the Windtunnel. The name is associated with the USA so people would know it was an American brand. Could the likes of the Riccar Brillianace be marketed under the Maytag name? (same cleaner, different badge).
The main market would be bagged uprights in the UK where new models are needed. There are many more bagged canisters here that already sell well from Miele and Numatic, but neither of these companies produces a well sold bagged upright. Orecks are popular here with the older generation - they sell well also to those who cannot lift a heavier machine, and I belive the 8 pounder is the same type of machine as the Oreck XL.
The new Maytag lines would need to be extensively advertised and also tried to be supplied to the independent dealers. They would also sell well online if customers are given plenty of info and advertising.
Bag availability is also important with these machines and bags need to be well priced and easy to buy. Miele sell a 4 pack of Hyclean bags in the UK for around the £10 mark ($17) and SEBO sells the X and Felix series bags in 8 packs for about the same money. Filters and spares also need to be available, especially if the machine is to cost more than £150 ($250) as that's the point at which people start to think "would a Vax be better for me"?
Hoover UK market the Purepower bagged upright range at the £90 ($150) price point and these have been selling steadily for the last 17 years. Its likely to be discontinued in September this year with the advent of the new EU power regs.
Maytag could make that a marketing bonus that their machines are all new and green eco machines, as many 1600W plus machines will be phased out soon, leaving gaps in the market.
Truvox will be the ideal distributors for the machines as we said - but they will need to stock spares and consumables too, to ship out as needed.
An all new range of bagged machines built in the USA rather than China should create interest, with many people now finding out Dyson aint quite so wonderful any more. Now is the ideal time to deal a big hefty blow to Dyson's share of the EU market, and to his arrogance that people only want bagless machines. People want what they are told to want - and again, heres where good marketing comes in. Its about time Dyson was toppled from his high and mighty throne.
Effective advertising on TV, and online will be key to success though. Play Dyson at his own tactics, and highlight the benefits of modern bagged machines, as opposed to dirty, dusty bagless ones.
