to monitor than the older one and hence capable of being scalable as a jewelry business. "Synthetics will never be as big as our natural business, and our investments into the space are dwarfed by those elsewhere," Mr. Cleaver said. "But we have a massive advantage over everyone else, given the know-how and infrastructure provided by Element Six. So it's something we have decided to be very serious about." (A $94 million plant that De Beers is building in Gresham, Ore., is expected to generate half a million rough carats a year after its completion in 2020.) Sally Morrison, the head of marketing for Lightbox (De Beers' synthetic stone brand), said the brand's products were meant to be viewed by consumers as playful accessories. "Everyone who is in this space is focusing their marketing on the bridal category," Ms. Morrison said. "And we believe they are missing an incredibly interesting opportunity: the self-purchasing professional and younger woman, the older woman who already has a jewelry collection," and any woman "who doesn't want the weight and seriousness of a real diamond for everyday life."
If Lightbox was a new synthetic stone product line with a cheaper price point, but still intended for and marketed to the bridal market, what product and market entry strategy would De Beers be using?
a. Market Penetration
b. Diversification
c. Market Development
d. Product Development