International Marketing Mix Tutbury Crystal - Case Study Example

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. The basic people this plan caters to are the stakeholders. Following are the points pertaining to Anukul Designs and its operations: The demand for Dipti's products grew and there was a market for interior decoration. By 1993, Dipti was busy undertaking several turnkey projects for complete furnishing of guest houses, hotels, as well as the Governor's residences in the state of Orissa.

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.New Product Development: Range of Furnishing Items by Anukul DesignsTable 1.

Where Are the New-Product Opportunities' Product typeAdvantagesDisadvantagesExamplesTrue break- throughHigh profitHigh failure rateHigh R&D expenseEpilady hair removerBetamax VCRSelectavision by RCALactaid (enzyme for break- Ing down milk sugar)Adaptations of existing productGreater chance of successMore predictable sales pattersLow R&D costSmall piece of large pieLess prestigeCan become very CompetitiveIBM personal computerColgate baking soda toothpasteHealthy Choice frozen DinnersLine extensionsPresold audienceKeeps brand fresh and newInferior product can dilute core brandHealthy Choice soupsCompaq laptop computerHaagen Daz frozen yogurtSony walkman variationsNew useNo new manu- facturing costsIncremental sales opportunityArm & Hammer baking soda as refrigerator