TUPPERWARE IN INDIA

Presented byUttam

ABOUT TUPPERWARE

• Fonder : Earl Silas Tupper.• Founded in the year 1938.• First product.• Challenges faced.• Party plan.• Target market.• Various kind of products

Tupper Ware In India

• November 1996.• Focus on utility not on style.• Market in India.• Growth in India.

Q.2 TUPPERWARE CAME UP WITH AN INNOVATIVE METHOD OF SELLING IT’S PRODUCTS,THE`PARTY PLAN’.IT ALSO USED AN EFFECTIVE MARKETING AND ADVERTISING AND PROMOTIONAL STRATEGY.WHAT ARE THE ADVANTAGES AND DISADVANTAGES OF SUCH STRATEGIES?

TUPPERWARE “MARKETING STRATEGY”

TUPPERWARE’ MARKETING STRATEGY WAS DESCRIBED BY IT’S THREE P’S.

PRODUCT PARTY PLANPEOPLE

PRODUCT• THE TUPPERWARE

PRODUCTS CARRIED A LIFETIME GUARANTEE.

• THE PRODUCT WITH THE REVOLUTIONARY LID.

• OUR PRODUCT HAS BEEN THE CORNER STONE OF OUR SUCCESS FOR MANY YEARS”

-PRADEEP MATHUR (MANAGING DIRECTOR)

“PARTY PLAN”

- CONCEPT OF PARTY PLAN- IN 1948 TUPPERWARE’S 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”.• TRADITIONAL METHOD-ADVERTISED IN MAGAZINES SUCH ASELLEFEMINA AND PARENTING.

STRATEGIC PROMOTIONAL ALLIANCE

• IN 2000-ALLIANCE WITH FMCG MAJOR P&G - IN 2001-CROSS-PROMOTIONAL EXERCISE• IN 2001-”CARAVAN AND MELAS”JOINT

PROMOTIONAL PLAN WITH WHIRLPOOL• IN 2002-JOINT MARKETING PROGRAM WITH

HINDUSTAN LEVER LIMITED(HLL)

ADVANTAGES OF STRATEGIES

• TO OVERCOME FROM THE CHALLENGES IN MARKETING IT’S PRODUCT.

• TO DEMONSTRATED THE BENEFITS AND USAGES• JUSTIFY THE HIGHER COSTS OF THE PRODUCT• ATTRACTING AND REACH TO TARGET MARKET.• EXPANSION OF BUSINESS AND AWARENESS BY JOINT

PROMOTIONAL PROGRAMS

DISADVANTAGES

• HIGH COST INVOLED• TEDIOUS/HERCULEAN TASK TO INDENTIFY

HOSTESS AND PURSUADE THEM TO HOST THE PARTY

• TIME-CONSUMING PROCESS• EXCESSIVE RELY ON THE INFLUENCE ON

DEALERS

The Tupperware Model

• Three tier Network structure. Dealer Manager DistributerEmployees Recruited by them.Compensation plan.

Distribution System

• Problems faced by them.• Multi warehousing syatem

Advertising and promotion

• Party Plan.• Traditional Method. Magazines FMCG Whirlpool

How Tupperware is placed in the highly competitive direct selling Industry?

Oriflame Direct sales Model

• Catalogues Show • Invite Others• Hold Beauty Demonstration

Avon Beauty Direct Sales Model

• Door-to-Door sales people • catalogues to advertise

Forever Living Products Model

FLP uses a system of multi-level marketing (MLM) where distributors are mainly part-time agents selling products online and locally using in-person presentations.

Modicare Model It uses pyramid structure

direct selling model for its product.

AMC Cookware Model

AMC promote its Multycooking system through consultants committed to working with national and international direct selling associations.

Future outlook

• Party plan• Compete steal and glass container

manufacturers as per Indian taste• Break the Ice-wall, hit the middle class

consumer

Thank you