tupperware ppt

Direct Selling Conceptcase study

Overview of Case 1938-Earl S. Tupper founded the Tupperware company

1946-Tupperware came in various attractive colors and shape

1951-Brownie Wise was appointed the Vice President of the Tupperware company

Brownie Wise followed a unique ‘Party Plan’ method of marketing

• Tupperware concentrated on women as their prime sellers and consumersHappy You

Healthy You

Tupperware In India• 1996 Tupperware came in India• Began operation in Delhi with 15 distributors

within one year• Tupperware’s initial focus was on utility rather than

style• It’s product were “useful” rather than “decorative”• 1997 began operation in Mumbai, Pune,

Chandigarh and Hyderabad• In 2000, company set up a manufacturing plant in

India with an investment of $2 mn

Network Structure of Tupperware

Dealer(organizes Tupperware parties through housewives)

Manager

(Manages a team of six dealers)Distributor

(overall management of the unit)

Marketing Strategies in India

• Tupperware’s marketing strategy was described by its three product –

ProductParty PlanPeople

Product• The Tupperware

products carried a Life Time Guarantee

• Its product with revolutionary lid offer quality and durability

• Our product has been the corner stone of our success for many years

Party Plan• It’s unique direct selling

method called party plan• The method allowed the

Tupperware products to be demonstrated physically and their utility to be explained

• In 1948 Tupperware first home party was conducted

People• “Build the people, and they will build the

business” Brownie Wise (vice president)• “People are what our business is all about” Pradeep Mathur (managing director)

Advertising and Promotion• Parties and “word of mouth”• Advertising in popular women’s magazines like Elle,

Femina and Parenting• In 2000 alliance with P&G to conduct a campaign of

“pringle chips” • Tupperware’s sales went up by 20% after this campaign• In 2001 – “caravan” and “melas” joint promotional plan

with whirlpool• In 2002- joint marketing program with Hindustan Lever

Limited (HLL)

Analysis

Strengths• Good brand image• Life time warranty on products• Exclusive innovation “party plan”• Design product according consumer taste and

the changing trend• Top quality and finishing• Environment friendly

Weakness• High cost involved

• Tedious task to identify hostess and persuade them to host the party

• Time- consuming process

• Excessive rely on the influence on dealers

Opportunities• Product innovation and product range• Target the rural market• Chain of confidence:- Enlighten Empower Educate

Threats• Manufacture of steel containers

• Local manufactures of plastic container

Segmentation, Targeting, Positioning

Segmentation• Demographic - All age group - Upper income household• Geographic -cities- Delhi, Mumbai, Pune ,Bangalore, Chennai, Hyderabad and Chandigarh - In 2002 expand operation more than 35 cities in the country

Segmentation, Targeting, Positioning

Targeting Higher income group and middle class consumer

Positioning - Exclusive distribution - launch book by the name of “Tupperware cooks” - Associated with in-film branding - Launched “wealth of wellness” in India to

promote health life style of school program

Recommendations

• Availability of product also in retail market

• Extend target customer

• Capital equipment, raw material and plastic moulds also use of Indian origin to reduce the cost

Sources of Information

• www.google.com• www.marketingteacher.com• Presentations given by Sir in class

THANKS