Tupperware entered the Indian market in 1996 using a multi-level marketing structure of dealers, managers and distributors to sell its products. It marketed through home parties where dealers would demonstrate products to potential customers and earn commissions. This "party plan" strategy allowed customers to see products and understand their benefits. Tupperware also focused on recruiting and training people to grow its sales force. While initially relying on word-of-mouth, it later used magazines and partnerships with P&G to promote brands and boost awareness through various campaigns and events.
The document provides information about the sales, recruitment, and compensation processes of Tupperware, Dell, IBM, and Amway. It discusses how each company utilizes direct sales and multi-level marketing. Tupperware focuses on home parties, Dell pioneered online direct sales, IBM employs a signature selling method, and Amway utilizes a binary tree network compensation model. The recruitment processes involve applications, interviews, and testing with a focus on evaluating qualifications and cultural fit for the role. Compensation includes commissions, bonuses, and incentives based on sales performance and team production.
Tupperware Corporation is a US-based multinational consumer product company founded by Earl Silas Tupper in 1946. It has total assets of $2.136 billion and employs around 15,000 people worldwide. Tupperware sells products through home parties hosted by independent sales consultants, providing a flexible earning opportunity for women. It partners with over 2.4 million consultants in nearly 100 countries. In India, Tupperware's 51,000-member all-women sales force operates across 41 cities using a party plan model and compensation is based on individual performance. The company has seen strong growth in India, with turnover increasing from Rs. 400 million in 1999 to Rs. 570 million by 2000.
Tupperware has been operating since 1938 and is known for its airtight food storage containers. It pioneered the "party plan" direct sales model, where women would host in-home parties to demonstrate and sell Tupperware products. This model was very successful as it allowed women to earn extra income as independent salespeople. Tupperware focuses on high quality products and compensation plans that reward salespeople based on their performance.
Dalda Foods has launched a new tea whitener called CupShup to capitalize on Pakistan's popularity of tea whiteners. CupShup's brand mantra is "Rishte hai ghapshup se aur chai ho cupshup se", which translates relationships are strengthened by gossiping over a cup of CupShup tea. The mantra positions CupShup as prolonging conversations by making tea thicker and creamier. The emotional brand mantra focusing on relationships has helped CupShup perform well in terms of growth and market adoption.
The document is a cover letter from Krishna Subramanian applying for a marketing position. He has over 30 years of experience in media marketing, advertising, and introducing new advertising concepts and media avenues to corporate clients. He is seeking to leverage his expertise and experience to help the media house achieve higher targets and revenues. Krishna is optimistic, innovative, and successful in media marketing roles in the past.
Brand Academy provides details brand analysis, research, article and insights for free.
Contact us :
brandsmentor@gmail.com
https://www.facebook.com/1stbrandsacademy
Tapal Family Mixture Brand analysis for MBA, BBA and other marketing, branding, advertising and business students.
Slide contains
The document provides information about the sales, recruitment, and compensation processes of Tupperware, Dell, IBM, and Amway. It discusses how each company utilizes direct sales and multi-level marketing. Tupperware focuses on home parties, Dell pioneered online direct sales, IBM employs a signature selling method, and Amway utilizes a binary tree network compensation model. The recruitment processes involve applications, interviews, and testing with a focus on evaluating qualifications and cultural fit for the role. Compensation includes commissions, bonuses, and incentives based on sales performance and team production.
Tupperware Corporation is a US-based multinational consumer product company founded by Earl Silas Tupper in 1946. It has total assets of $2.136 billion and employs around 15,000 people worldwide. Tupperware sells products through home parties hosted by independent sales consultants, providing a flexible earning opportunity for women. It partners with over 2.4 million consultants in nearly 100 countries. In India, Tupperware's 51,000-member all-women sales force operates across 41 cities using a party plan model and compensation is based on individual performance. The company has seen strong growth in India, with turnover increasing from Rs. 400 million in 1999 to Rs. 570 million by 2000.
Tupperware has been operating since 1938 and is known for its airtight food storage containers. It pioneered the "party plan" direct sales model, where women would host in-home parties to demonstrate and sell Tupperware products. This model was very successful as it allowed women to earn extra income as independent salespeople. Tupperware focuses on high quality products and compensation plans that reward salespeople based on their performance.
Dalda Foods has launched a new tea whitener called CupShup to capitalize on Pakistan's popularity of tea whiteners. CupShup's brand mantra is "Rishte hai ghapshup se aur chai ho cupshup se", which translates relationships are strengthened by gossiping over a cup of CupShup tea. The mantra positions CupShup as prolonging conversations by making tea thicker and creamier. The emotional brand mantra focusing on relationships has helped CupShup perform well in terms of growth and market adoption.
The document is a cover letter from Krishna Subramanian applying for a marketing position. He has over 30 years of experience in media marketing, advertising, and introducing new advertising concepts and media avenues to corporate clients. He is seeking to leverage his expertise and experience to help the media house achieve higher targets and revenues. Krishna is optimistic, innovative, and successful in media marketing roles in the past.
Brand Academy provides details brand analysis, research, article and insights for free.
Contact us :
brandsmentor@gmail.com
https://www.facebook.com/1stbrandsacademy
Tapal Family Mixture Brand analysis for MBA, BBA and other marketing, branding, advertising and business students.
Slide contains
Tupperware was founded in 1938 and is known for its airtight, liquid-proof plastic containers. It struggled initially selling through stores but found success using a "party plan" marketing strategy pioneered by Brownie Wise in the late 1940s. This involved demonstrating products at home parties and justifying their higher cost. Tupperware expanded globally using this model and a three-tier network structure of dealers, managers, and distributors. In India, it launched in 1996 and grew rapidly, becoming the fastest growing market for the company within four years due to its focus on utility products, 100% women workforce, and innovative strategies.
Earl Tupper founded Tupperware in 1938 and created the first Tupperware products from polyethylene. Brownie Wise introduced the direct sales "party plan" method in the late 1940s which removed products from retail and had women sell through home demonstrations, fueling the company's success. Tupperware tailored products to consumers and expanded globally, entering India in 1996 where it grew rapidly through its direct sales model focused on women distributors and customers.
Tupperware entered the Indian market in 1996 and has since grown to over 200,000 sales representatives across 50 cities. It uses a direct sales model where representatives hold home parties and demonstrations to showcase products. Representatives are organized in a hierarchy and can be promoted based on sales performance. Incentives include commissions, trips abroad, and premium products. The core business involves home parties where food is prepared using Tupperware and its ease of use is demonstrated to potential customers.
This document summarizes a marketing assignment submitted by Priyansh Chunawala about Tirupati Sunflower Oil. It provides details about the history of sunflower oil, Tirupati's products and their benefits. It discusses Tirupati's marketing strategy of using a simple distribution channel and advertising campaigns featuring Sonam Kapoor to promote health and fitness. Social media platforms like Facebook and Instagram as well as e-commerce sites are used for advertisements. The conclusion expresses hope for Tirupati's continued success and inspiration to other industries.
Dabur India Ltd is the 4th largest FMCG company in India. It uses the AIDA model in its marketing strategy. The AIDA model involves 4 steps - Attention, Interest, Desire, and Action. To gain attention, Dabur uses celebrity endorsements, billboards, and product promotion campaigns. It demonstrates benefits to build interest. Dabur creates desire by convincing customers its products satisfy needs. Finally, it leads customers to action through brand trust and high product usage. Using AIDA, Dabur has become a market leader in India.
This document discusses the brand Dove and its marketing strategies. It provides background on Dove's history starting in 1957 and its expansion into international markets. It then analyzes Dove's brand portfolio, branding elements, pricing, distribution, and marketing campaigns focused on promoting positive body image. Key campaigns discussed include "Real Beauty" from 2007 and "My Beauty My Say" from 2016. The document also examines Dove's brand associations, brand resonance pyramid, and SWOT analysis.
This document provides information about Parle Agro Pvt. Ltd., an Indian beverage company. It discusses the company's organizational structure, leadership, teamwork, and human resource development projects. The company aims to motivate its channel members through various programs and works to reduce conflicts between members through cooperation initiatives. Leadership at Parle Agro focuses on understanding operations at all levels and introducing new brands through strategic planning.
Developing an effective promotional mix using 10 different promotional toolsWaliul Islam
In this study we are promoted CLEAR MEN Anti- Dandruff Shampoo and trying to give the information that how different promotional tools are worked to increase a regular sales in a specific period of time.
This document summarizes a student's journal entry about advertisements. It discusses how advertisements create markets by spreading knowledge of new products and persuading people to buy them. The student analyzes an advertisement for Luvoco coffee that promotes its health benefits and portability. The ad uses an attractive male model to appeal to its target female customers, representing a form of gender stereotyping. In conclusion, while advertisements aim to persuade customers through concepts like health and convenience, they sometimes also rely on stereotypes that could potentially offend or hurt feelings.
This document provides information about different types of broadcast advertising across TV, radio and cinema. It discusses conventions for each medium, including typical ad lengths. For TV, ads are usually 10-45 seconds. Radio ads often use jingles to stand out without visuals. Cinema trailers are typically 30-90 seconds to generate interest without spoiling the film. Examples of specific ads are then analyzed in more detail, including a Pukka Tea TV ad and L'Oreal print ad campaign. Conventions for different advertising types, like wellness and print ads, are also outlined.
AM COMPANY PROFILE NEW 2017 NEW SML.PDFDawn Tlhapane
This document provides an overview of African Mediums Advertising (Pty) Ltd, a South African advertising agency. It includes their contact information and offices in Durban, Johannesburg, and Cape Town. It then outlines their services, which include branding, graphic design, media planning, printing, signage and more. It describes their values like client satisfaction, quality work, and empowering employees. It also lists the qualifications and memberships they have attained.
The document discusses 10 common propaganda techniques used to influence audiences, including card stacking, name-calling, plain folks, glittering generalities, soft soap, bandwagon, testimonial, transfer, simplification, and loaded words. These techniques are aimed at presenting selective information to attract interest and persuade people's attitudes, perspectives, and emotions toward supporting a particular cause or position. Examples are provided to illustrate how each technique can be employed in advertising, political campaigns, and other forms of communication.
Unilever uses an integrated promotional mix approach including advertising, personnel selling, sales promotion, and public relations. For advertising, Unilever utilizes various traditional media channels like print, television, radio and outdoor advertising as well as digital channels. Unilever also employs personnel to conduct direct selling activities and sales promotions such as discounts, coupons, samples and bonus offers to boost sales. Additionally, Unilever focuses on building strong public relations with customers, distributors, retailers and street vendors through relationship-building programs.
Hindustan Unilever Ltd (HUL) has a wide range of products across multiple categories that make up its extensive product portfolio. It uses competitive pricing strategies to reach a large customer base across different income segments. HUL has a vast distribution network of over 2 million outlets to ensure its products are widely available. It spends heavily on promotional activities like advertising, celebrity endorsements, and discounts to create brand awareness and drive demand for its products. HUL's effective use of the marketing mix elements of product, price, place, and promotion have contributed to its success in India.
Dove is a personal care brand owned by Unilever that was launched in India in 1995. It markets products like soap, shampoo, deodorant, and moisturizer. Dove differentiated itself through campaigns focusing on real beauty and promoting self-esteem for all women. It gained popularity in India through competitive pricing and effective advertising campaigns comparing Dove favorably to other brands.
Patanjali Ayurveda Ltd. was founded in 2006 by Acharya Balkrishna and Baba Ramdev as an Indian FMCG company selling ayurvedic products. It has become the fastest growing FMCG company in India through its wide range of affordable, natural products and extensive promotion through Baba Ramdev. Patanjali aims to create a healthier India and has seen tremendous success through its marketing strategies like competitive pricing, large production, and promotion of Indian goods and self-sufficiency. It now generates over Rs. 5000 crores annually and continues to expand its product lines and global reach.
Tupperware was founded in 1938 and is known for its airtight, liquid-proof plastic containers. It struggled initially selling through stores but found success using a "party plan" marketing strategy pioneered by Brownie Wise in the late 1940s. This involved demonstrating products at home parties and justifying their higher cost. Tupperware expanded globally using this model and a three-tier network structure of dealers, managers, and distributors. In India, it launched in 1996 and grew rapidly, becoming the fastest growing market for the company within four years due to its focus on utility products, 100% women workforce, and innovative strategies.
Earl Tupper founded Tupperware in 1938 and created the first Tupperware products from polyethylene. Brownie Wise introduced the direct sales "party plan" method in the late 1940s which removed products from retail and had women sell through home demonstrations, fueling the company's success. Tupperware tailored products to consumers and expanded globally, entering India in 1996 where it grew rapidly through its direct sales model focused on women distributors and customers.
Tupperware entered the Indian market in 1996 and has since grown to over 200,000 sales representatives across 50 cities. It uses a direct sales model where representatives hold home parties and demonstrations to showcase products. Representatives are organized in a hierarchy and can be promoted based on sales performance. Incentives include commissions, trips abroad, and premium products. The core business involves home parties where food is prepared using Tupperware and its ease of use is demonstrated to potential customers.
This document summarizes a marketing assignment submitted by Priyansh Chunawala about Tirupati Sunflower Oil. It provides details about the history of sunflower oil, Tirupati's products and their benefits. It discusses Tirupati's marketing strategy of using a simple distribution channel and advertising campaigns featuring Sonam Kapoor to promote health and fitness. Social media platforms like Facebook and Instagram as well as e-commerce sites are used for advertisements. The conclusion expresses hope for Tirupati's continued success and inspiration to other industries.
Dabur India Ltd is the 4th largest FMCG company in India. It uses the AIDA model in its marketing strategy. The AIDA model involves 4 steps - Attention, Interest, Desire, and Action. To gain attention, Dabur uses celebrity endorsements, billboards, and product promotion campaigns. It demonstrates benefits to build interest. Dabur creates desire by convincing customers its products satisfy needs. Finally, it leads customers to action through brand trust and high product usage. Using AIDA, Dabur has become a market leader in India.
This document discusses the brand Dove and its marketing strategies. It provides background on Dove's history starting in 1957 and its expansion into international markets. It then analyzes Dove's brand portfolio, branding elements, pricing, distribution, and marketing campaigns focused on promoting positive body image. Key campaigns discussed include "Real Beauty" from 2007 and "My Beauty My Say" from 2016. The document also examines Dove's brand associations, brand resonance pyramid, and SWOT analysis.
This document provides information about Parle Agro Pvt. Ltd., an Indian beverage company. It discusses the company's organizational structure, leadership, teamwork, and human resource development projects. The company aims to motivate its channel members through various programs and works to reduce conflicts between members through cooperation initiatives. Leadership at Parle Agro focuses on understanding operations at all levels and introducing new brands through strategic planning.
Developing an effective promotional mix using 10 different promotional toolsWaliul Islam
In this study we are promoted CLEAR MEN Anti- Dandruff Shampoo and trying to give the information that how different promotional tools are worked to increase a regular sales in a specific period of time.
This document summarizes a student's journal entry about advertisements. It discusses how advertisements create markets by spreading knowledge of new products and persuading people to buy them. The student analyzes an advertisement for Luvoco coffee that promotes its health benefits and portability. The ad uses an attractive male model to appeal to its target female customers, representing a form of gender stereotyping. In conclusion, while advertisements aim to persuade customers through concepts like health and convenience, they sometimes also rely on stereotypes that could potentially offend or hurt feelings.
This document provides information about different types of broadcast advertising across TV, radio and cinema. It discusses conventions for each medium, including typical ad lengths. For TV, ads are usually 10-45 seconds. Radio ads often use jingles to stand out without visuals. Cinema trailers are typically 30-90 seconds to generate interest without spoiling the film. Examples of specific ads are then analyzed in more detail, including a Pukka Tea TV ad and L'Oreal print ad campaign. Conventions for different advertising types, like wellness and print ads, are also outlined.
AM COMPANY PROFILE NEW 2017 NEW SML.PDFDawn Tlhapane
This document provides an overview of African Mediums Advertising (Pty) Ltd, a South African advertising agency. It includes their contact information and offices in Durban, Johannesburg, and Cape Town. It then outlines their services, which include branding, graphic design, media planning, printing, signage and more. It describes their values like client satisfaction, quality work, and empowering employees. It also lists the qualifications and memberships they have attained.
The document discusses 10 common propaganda techniques used to influence audiences, including card stacking, name-calling, plain folks, glittering generalities, soft soap, bandwagon, testimonial, transfer, simplification, and loaded words. These techniques are aimed at presenting selective information to attract interest and persuade people's attitudes, perspectives, and emotions toward supporting a particular cause or position. Examples are provided to illustrate how each technique can be employed in advertising, political campaigns, and other forms of communication.
Unilever uses an integrated promotional mix approach including advertising, personnel selling, sales promotion, and public relations. For advertising, Unilever utilizes various traditional media channels like print, television, radio and outdoor advertising as well as digital channels. Unilever also employs personnel to conduct direct selling activities and sales promotions such as discounts, coupons, samples and bonus offers to boost sales. Additionally, Unilever focuses on building strong public relations with customers, distributors, retailers and street vendors through relationship-building programs.
Hindustan Unilever Ltd (HUL) has a wide range of products across multiple categories that make up its extensive product portfolio. It uses competitive pricing strategies to reach a large customer base across different income segments. HUL has a vast distribution network of over 2 million outlets to ensure its products are widely available. It spends heavily on promotional activities like advertising, celebrity endorsements, and discounts to create brand awareness and drive demand for its products. HUL's effective use of the marketing mix elements of product, price, place, and promotion have contributed to its success in India.
Dove is a personal care brand owned by Unilever that was launched in India in 1995. It markets products like soap, shampoo, deodorant, and moisturizer. Dove differentiated itself through campaigns focusing on real beauty and promoting self-esteem for all women. It gained popularity in India through competitive pricing and effective advertising campaigns comparing Dove favorably to other brands.
Patanjali Ayurveda Ltd. was founded in 2006 by Acharya Balkrishna and Baba Ramdev as an Indian FMCG company selling ayurvedic products. It has become the fastest growing FMCG company in India through its wide range of affordable, natural products and extensive promotion through Baba Ramdev. Patanjali aims to create a healthier India and has seen tremendous success through its marketing strategies like competitive pricing, large production, and promotion of Indian goods and self-sufficiency. It now generates over Rs. 5000 crores annually and continues to expand its product lines and global reach.
1. Tupperware: Influencing Opinions through Word-of-Mouth
Tupperware, a direct selling company entered India in November 1996. Tupperware adopted a
three-tier network structure. At the lowest level was the Dealer. One rank above the dealer was
the Manager who operated a team of six dealers. The manager also had to sell like the dealers, in
addition to motivating and training dealers. She got a commission on the sales of her team. She
could also promote a dealer to manager level for which too she got a commission. The top level
was the Distributor, who was registered with the company. She did not keep any stock but was
responsible for recruiting many dealers and maintaining a healthy atmosphere in the unit (the
dealers and the managers working under her). She could promote managers to distributor levels.
The dealers could work part time but the manager needed to be more focused.
The distributor needed to be a full-time Tupperware worker. Tupperware’s marketing strategy
was described by its three Ps – Product, Party Plan, and People. Tupperware products carried a
lifetime guarantee. Any damaged product (cracks or breaks) would be replaced with the
same/similar new Tupperware product from any place in the world. Pradeep Mathur (Mathur),
MD, Tupperware’s India operations said, “Our product has been the corner stone of our success
for many years.”141 The products with the revolutionary lid offered unique advantages to
consumers in terms of quality and durability.
The second P stood for Party Plan. Tupperware succeeded worldwide not only because it had an
innovative product line but also because of its powerful marketing strategy. The company sold
its products through the ‘Party Plan’. The ‘Party Plan’ was a unique direct selling method in
which a Tupperware dealer approached a lady and asked her to host a party at her place, the
investment for the party being borne by the hostess. The Tupperware woman demonstrated the
benefits and use of the Tupperware products to the invitees to the party. Depending upon the
sales generated by that particular party, the hostess got a free gift – a Tupperware product. The
hostess was a means of promoting the products and she did not have to become a Tupperware
dealer. This method allowed the Tupperware products to be demonstrated physically and their
utility to be explained. According to the executives of the company, this demonstration technique
suited their products and was necessary to explain the reasons for their higher costs.
The third P stood for ‘People’. Tupperware aimed at recruiting people at the dealer level and
training them to do their business. The company recognized good efforts and rewarded them.
Mathur commented, “People are what our business is all about. We don’t really worry when the
next sale is coming. But we do worry about when the next person will join our business, where
she comes from, and how she is trained and motivated.”142 The company encouraged people to
become dealers. There were awards and cash bonuses for the party hostesses. The management
of Tupperware
India organized at least three social events per month for its employees. This could mean the
entire staff going out for lunch or a movie or cutting a cake together. “We don’t lose any
occasion to celebrate,” said Mathur. Such programs developed a healthy and fun atmosphere in
the unit.
Initially, Tupperware did not opt for the traditional means of advertising. The company’s
products were promoted through the parties and were advertised through ‘word of mouth’. But
later, the company decided to use the conventional methods for advertising in promoting its
products. Tupperware India advertised in popular women’s magazines like Elle, Femina, and
Parenting. In 2000, the company entered into a strategic alliance with FMCG major P&G to
conduct a campaign in Chennai and Chandigarh, where P&G salesmen distributed Tupperware
2. pamphlets and P&G’s Tempo tissues. The company held a cross-promotional exercise with P&G
in 2001.
The idea was that Pringle chips, which were being promoted by P&G, stayed crisp and crunchy
when stored in Tupperware containers. Tupperware’s sales went up by 20% after this campaign.
The ‘Caravan’ (a van that carried Tupperware products in road shows during festive seasons) and
Tupperware ‘melas’ (display of Tupperware products in residential parks) were also introduced
in 2001 to enhance awareness.
Though direct selling remained its main revenue stream, Tupperware set up two kiosks at the
Shoppers’ Stop outlets in Delhi and Mumbai in 2001, which were increased to 16 in 2002.
Supporting the move, Kanwar S. Bhutani, who joined as the managing director of Tupperware
India in 2000 said, “The move is aimed at lead generation (enhancing the recruitment set-up, in
other words), upping brand awareness, and reaching out to potential customers unable to attend
Tupperware
Questions for Discussion:
1. How did Tupperware use parties to increase sales of its products?
2. “Tupperware’s marketing strategy was described by its three Ps – Product, Party Plan, and
People.” What was unique about Tupperware’s marketing?