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PART 1 :

EXECUTIVE SUMMARY


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EXECUTIVE SUMMARY

Tupperware began operations in 1946 andmanufactures and markets consumer products

for the home under the brand nameTupperware.


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PART 2 :

SITUATION ANALYSIS


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SITUATION ANALYSIS

Tupperware Corporation, a $1.1 billion multinationcompany, is one of the worlds leading direct sellingcompanies, with nearly one million independent sales

people bringing Tupperwares product to life in morethan 100 companies.

The company is uniquely run, in that its product is notavailable at stores like its competitors. Tupperware

was originally brought to fame by selling its product inconsumer`s homes via demonstrations.


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MARKET SUMMARY

Tupperware consumers are generally targeted aseducated with above average disposable income.

Young professional families lead the customer base.

Because they prefer the ease and convenience ofshopping from home, rather than venturing out to thestores to make their purchases.

These are people who are managing their timeintelligently by purchasing their product quickly, easilyand in most cases, at best cost.


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TARGET MARKET (cont.)

1) Geographic

Area: Shah Alam

Size of city population: 671 282

2) Behavioral

User status: Regular usage

Attitude towards the product: Tupperware productswork to make your kitchen more organized and easierto maintain.


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TARGET MARKET

3) Demographics

Income : Under RM500 RM10000 and over.

Sex : Female Age: 18 to 45 or over.

Family size : 1,2,3-4,5 or more.

Family life cycle : young, single and married.

Occupation: students, working women and housewives. Social class: Middle and lower class people


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MARKET NEED

1) Health and SafetyAll Tupperware products are made from safe, non-toxic, non-carcinogenic

materials, thus they do not release harmful chemicals to food or liquid contents.

2) High QualityTupperware is also very famous for its Dry Storage products with their air tightseals.

3) Lifetime WarrantyThe Tupperware products carry a lifetime guarantee. Any damaged product

(cracks or breaks) could be replaced same/similar new Tupperware productfrom any place in the world.


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MARKET TREND

1) Environment Friendly

2) Color Safe

3) Microwave Safe


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MARKET GROWTH

Tupperware currently has 5% organic growth and 3% growthfrom mergers and acquisitions (Tupperware, 2010).

Tupperware is good at developing, recruiting, and acquiring

companies and products that are successful and increase theirbottom line, the company must continually find ways tostrengthen these numbers.

The company must be vigilant about threats and weaknesses,must take full advantage of its strengths and opportunities, and

must maintain the notion that the market is constantly evolving,or risk losing market share to its competition.


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SWOT ANALYSIS (cont.)

Strengths High level of brand recognition

Ability to take advantage of negative correlation withrespect to the ability to recruit new salesprofessionals in economic recessions.

Decreased risk and leverage within selling and

administrative costs due to sales commissions toindependent professionals varying highly with sales.


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Weaknesses Low differentiation between products in the Housewives

and Specialties Market. High costs to create a beauty product that is highly

differentiated, though marketing costs are reducedusing the current sales model.

Declining brand identity despite high levels ofrecognition.


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Opportunities Expand sales network and increase penetration in

emerging markets, such as Petaling Jaya and Kajang. Enhance sustainability goals and capitalize on buyer

preferences for greenproducts by marketing productsconstructed with sustainable materials such as bamboo orrecycled paper (Tupperware Brands).

Increase brand identity and profitability by followingthrough on mission to keep Tupperware productsinnovative.


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SWOT ANALYSIS

Threats Relatively easy for customers to switch brands.

Competition from retail and online rivals. Weak Barriers to Entry

With relatively low levels of government regulation, start up costs, and proprietary

value, it is easy for a small firm to enter the marketplace and market a competingproduct.

Strong Degree of RivalryThere is considerable rivalry among all ofTupperwares brands, especially among

the original Tupperware.


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PRODUCT OFFERING

Water container

Babies' needs

Picnic and portable lunchboxes range

Dry Food storage Wet food storage

Food preparation

Kitchen helper

Refrigerator Storage Freezer Storage

Microwave

Stainless Steel Cookware and kitchen utensils


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KEYS TO SUCCESS

High level of brand recognition

Expertise employing a direct sales channel of

distribution in which it utilizes an independentsales team


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CRITICAL ISSUE

Making profits from the new markets thecompany is trying to penetrate

Creating and launching new products tocompete in different segments of the beautybusiness.

Maintaining and increasing brand identity, as

well as continuing to be one of the top directsales companies, is a challenge thatTupperware will always have.


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PART 3:

MARKETING STRATEGY


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MARKETING STRATEGY

Marketing strategy is a process that can allow

an organization to concentrate its limited

resources on the greatest opportunities to

increase sales and achieve a sustainablecompetitive advantage


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MISSION

Tupperware mission is to be the premier global direct sellerinnovative, premium products by providing:

Our customer with high quality innovative productsbrought to them through an informative and entertainingselling situation.

Our independent sales force with a pathway for personaldevelopment and a significant earning opportunity.

Our associates an opportunity to develop and utilize theirtalents and skills and to be recognized and rewarded forit.


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MARKETING OBJECTIVES

a) Obtain a minimum of 100 regular customersat our kiosk in Giant, Shah Alam in the first

year of operation.b) To promote repeat buying among existing

customers.

c) Experience an increase in direct customers

who are turned into long term customers.

d) Build customer loyalty.


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FINANCIAL OBJECTIVE

Our financial objectives will be:

a) Maintain a significant income of RM3,000 permonth that can covers our expenses (kioskrental)

b) Achieve first year sales to be promoted to StarConsultant rank.

d) Increase sales by 200% by the end of year


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TARGET MARKET

Our ideal customer is between the ages of 18 and 45, and canbe segmented into three target population:

a) Individuals

Group of people either students, professionals who work closeto Giant, Shah Alam and shoppers with income groupbetween RM1,500 RM3,000

b) Families

Group of people either relatives, friends and neighbors.

c) Online customers

Represent a growing population of Internet users.


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POSITIONING

Tupperware has position its products as a highquality wares helping in leading active and healthylives. The positing themselves as:

Top quality and finishing Healthy living World Standard

Loyalty Environment Friendly


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MARKETING MIX

a) Pricing:This will be based on catalogue price,promotion price and member price.

b) Distribution:i- Kiosk Giant, Shah Alamii- Residenceiii- Social media

c) Promotion:Push and pull promotional strategy


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STRATEGY

i- Open kiosk

Location: Giant, Shah Alam.

Hire 1 assistant

ii- Party Plan Method

Invite families, friends, neighbors and officemate andorganizing creative theme parties.

Explain and show our guest alternative uses to the productsand make them understand the value

Example: Mothers Day, Themed Birthday Party, Must HaveKitchen Gadgets Party!


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STRATEGY (cont)

iii- Offer Installment scheme with zero interest to our closestfriends and families

iv - SMS blaster easy tools to send personalized bulk SMS to our clients.

ideal for sending out announcements, information andmarketing campaigns to hundreds or even to thousands inan instant.


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STRATEGY (cont)

v. Social Network Medium

Create own Website and Facebookfan page andTwitter.

- Allow visitors to share the experience of Tupperwarelifestyle, delicious recipes, health tips and smart, simplesolutions to improve the consumers' life when usingTupperware products

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