tupperware ppt
TRANSCRIPT
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