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. It has a rich heritage in customer management. 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 without appropriate customer management.
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. (Fernandes, 2000)
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.
In case of the consumer base enjoyed by the company, there is a sharp segmentation in terms of the target group. The basic target group of the company includes people in the upper income group starting from the age of 30 and above. Further, the people who have retired and are in the age group of 50 and above, serve as a major source of profitability. Another important source of income for the product is the Internet. Therefore, the important element in the application of the entry point strategy for Tutbury's is to recognise the age and income groups that predominantly define the demographics in India, before going on to carry out segmentation and reach suitability in terms of the marketing mix. In this case, the entry point strategy may be used as a preliminary process that will help develop the marketing mix. This entry point strategy has been defined throughout the paper in the various elements of the marketing mix so as to find a suitable base for segmentation and subsequent brand positioning.
Entry Point Strategy
The first element when entering a new market is the risk factor. For Tutbury's there has been a strategic management of