Three-track brand strategy

The Nice-based company International Power Tools (Europe), or IPT for short, offers a broad range of hand and power tools. The portfolio also includes garden equipment and bench tools, as well as automotive accessories, compressors and generators, plus solar products. Not only is IPT a supplier to the retail trade, but the company also regards itself as a specialist in the field of OEM. Everything is available from the one source: design, marketing, sales and aftersales service. There are two offices in China, one in Ningbo and the other in Hong Kong. Ningbo has responsibility for procurement, while design, commercial operations and shipping are located in Hong Kong.IPT is pursuing a three-brand concept. First come the company's own brand names: Krüger, which covers the price entry level, along with Alyns and E. Panchard. Then there are the licensed brands, Hyundai, Stanley and Jeep, while McKenzie, BG Bestgreen and Practus are available as private labels. IPT offers a box pallet solution for the POS that is easy to handle. It is particularly suitable for special promotions and secondary positioning, and the brand is conspicuously displayed. There is a choice of 80 x 120 cm pallets, half pallets or quarter pallets. Managing director Jean-Marc Chipot attaches special importance to continuous quality control of the products. Which is why he employs three internal and two external factory inspectors in Ningbo, and one engineer in Hong Kong. There is also an engineer in France to supervise the quality of the products.On articles that are distributed as private labels IPT gives a two to three year warranty, and a five-year warranty on licensed goods. IPT was founded in Hong Kong in 2001. To start with the company supplied Littlewoods, the UK mail order business, with its "Tools of the Trade" private label products. Just one year later came the setting up of sales branches in Britain and France, where the DIY retailer Bricomarché now numbers among the company's customers.
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