International Marketing Mix – Tutbury CrystalByDevangini Mahapatra ChauhanLifestyle products have seen many takers from a variety of income and social backgrounds in the recent past. This has triggered various empirical studies into the nature of the market forces that determine the operational realities of these products in terms of brand identities and knowledge. The branding and positioning of a high end lifestyle product like crystal is of utmost importance to give its market value a lift. The crux of our paper is the development of an international strategy for the marketing of the crystal produced by Tutbury – a British manufacturing company.
A family owned business that churns out the highest quality of cut glass and allied products that come under the lifestyle category, Tutbury is a name to reckon with. Given its history and the prestige attached with owning pieces produced by this company, it would be a tough job to market this effectively in a region where little would be known about this exclusive brand. In this regard, the paper will present factual based strategies throughout in order to maintain a strong context in terms of the branding and marketing mix that would suit this company the most.
This will be done with a strong focus on the operational realities within which the company has been functioning in Europe so as to find a suitable model for application in the country of our choice. In this regard, it is imperative to loosely define international marketing before moving on. International marketing is that sphere of activities that is aimed at introducing a product in a country or group of countries with the aim of creating sales and some amount of awareness regarding the brand (Bennett et al, 2002).
Therefore, for a lifestyle product like crystal, what better than a country where lifestyle solutions are becoming a rage and the norm of the day - India. This Asian country is fast moving away from its traditional colonial bearings to discover style and charm in urban living. The new generation in India does not mind doling out that extra amount of cash to spend on good lifestyle products that will make a statement about their homes, lives and times.
Welcome to the new Indian – Sassy, stylish and very, very choosy as discussed by Fernandes, 2000.This is the reason for choosing India as the country where a suitable marketing mix for a brand like Tutbury’s will be suggested. Also, in this regard, the paper will carry out a discussion of Tutubury’s current marketing and segmentation strategy in order to arrive on the aspects where the entry mode strategy can be introduced and defined to suit the consumer preference in India. About Tutbury’s: Born and marketed during the 1920s to the 1960s, Tutbury’s was named Thomas, Webb and Corbett to start with until it was known by its present name in 1984, owing to the spot of it factory which was in a 15th century village named Tutbury.
2006 saw a strategic move on Tutbury’s part where its factory chose to be based at Stroke – on – Trent, instead of Tutbury’s. The branding of Tutubry’s has been largely based on norms that revolve around exclusivity and a certain amount of mystery with the nitty gritties of the company.
The basic finding that this paper will work on is that Tutbury’s has capitalised on the lifestyles of a certain section of people so as to form a brand identity of its won.