Direct Marketing strategies by Tupperware and how they can gain more customer data

1. DIRECT MARKETING
FOR TUPPERWARE
Ashish Jhanjee
Abhrajyoti Saha
Shagun Sharma
Sourav Ghosh
Nikhil Kawale
Umesh SIngh

2. BUSINESS UNIT IN INDIA
May 1996: Tupperware entered India.
Head-Office Gurgaon
Manufacturing plant in Dehradun, which has its own
moulds and machines which differ from every other
country.
Over 50 cities in India and close to 2,00,000
housewives are in charge who are not employees but
just a retailer level employee with the distributor.
Region wise divided, RSM assigned with required
support staff.

3. HIERARCHY OF LEADERSHIP
There is no specific time
period of each level,
promotions are based on
performance.
Executive distributor
Founder Distributors
Distributor
Super executive manager
Executive Manager
Group manager
Manager
Star Consultant
Consultant

4. INCENTIVES TO SELL
 With every promotion after becoming a manager a trip to a
foreign country is fully sponsored to the lady by Tupperware
 Tupperware premium products are given out as incentives
when targets are achieved
 25% for margin for every consultant on MRP
 Additional commission
 Manager – 3 to 5.5% on the group sales
 Executive Manger – 3 to 5.5% on the area sales
 Distributor gets on the total sales over and above the other
margins and benefits received.
 All these provided by the company.

5. TUPPERWARE IN INDIA
 Asha Gupta, GM, Tupperware
 Objective: Sales through women
empowerment
 Goal: Transform women into first generation
entrepreneurs
 Methodology: Reduce the operational layers
between consumers and marketers while
making it easy and simple to track sales
For the SEC A women, Tupperware is not a
means to an additional source of income. For
them, these products are add-ons for their kitchen
and they are happy with it. In comparison, for
women in the SEC B, B-, Tupperware is an
incentive for additional income.

6. TUPPERWARE’S DIRECT MARKETING
• The direct marketing methodology is divided into two
categories:
Multi-Level-Marketing (MLM)
Single-Level-Marketing (SLM)
Tupperware essentially follow an SLM model with a
compensation-driven structure. It’s a direct-to-consumer
approach.
The Tupperware Home Party Plan is their single most
innovative and powerful vehicle for direct sales and marketing

7. THE TUPPERWARE HOME PARTY
The Party Plan:
Hostess
Guests
Dealers
3 Types of Parties:
Home Parties
Club Parties
Repeat Sales

8.  The core business is to showcase the products in a
party culture in which, food is prepared using
Tupperware products and show the ease of using it.
The party consists of a group of ladies who
showcase this to other women of their locality and
spread the word.
 Assembly is also a vital part. Where in the women,
receive their previous orders, punch in new orders
and are informed about the schemes and offers for
the coming week.
 Assemblies are area wise controlled by a
distributor/executive manger
 Replacement of tupperware products, every product
holds a lifetime guarantee and can be exchanged
anywhere in the world.
THE TUPPERWARE HOME PARTY

10. MOTIVATIONAL FACTORS
 Regularly organised distributors meet. At such get-
togethers, discussions about how the money earned can be
used sensibly take place. Because the reality is, the
additional income is bound to impact their lifestyle. For
example, many of our distributors are widely travelled now.
Through Tupperware, many of these women have been to
Dubai, Australia, Thailand; those stamps on their passport
serve as a great motivator to perform better.
 That praise showered on our workers is a great
confidence booster. At home, their role is almost taken for
granted.
 Tupperware builds long term relationships. And this
relationship building is intrinsically supported by the
structure of the organisation.

13. Tupperware seasonal
and general
brochures target all
kinds of customers
w.r.t the kind of
events and festivals.
These brochures are
sent both via
electronic mail and
by post

14.  Sales force team is 2,00,000 people strong who come from 50 cities. A cross-section of this
population reveals sharp attitudinal differences in consumers from the South, West, East and
North.
 The consumers in the South are largely value-driven individuals. And, they are slow to change.
But once they adopt a Tupperware product or any other product for that matter, it is for life. This
attitude is in sharp contrast to the consumers in the North, who are willing to try. They are
people of fads and fashion. Give them something new and they will hungrily lap it up.
 In comparison, consumers from the West are open to trying out new things, but the
commitment towards a certain brand comes only after they are assured of its quality and value.
They are value and functionality driven consumers. Because of their problem-solving attitude, they
are in fact, early adopters. Mumbai has a huge population of working women. And because of that
women are open to business opportunities.
 Working with a consumer in the East is a different experience. They are very price-conscious.
According a recent study done by AC Nielson, the Tupperware consumer is totally convinced
about the product. But the non-Tupperware consumer is very happy using the Horlicks
container and sees no reason to switch to Tupperware.
 Now if you tell a Southern consumer that her food item could get spoilt, if she keeps using
containers such as Horlicks bottles, she would listen and would be willing to experiment. The
same isn't the case in the East.
ANALYSIS OF DATA AND INFERENCES

15. WHY NO RETAIL MERCHANDISING?
When Tupperware began operations in the US, it was through the
retail format. But it was not successful. There are were reasons for it.
 First, the nature of the product itself. Tupperware is a touch-feel
product. Therefore women needed to see it for themselves and
then perhaps a purchase could happen.
 The second is, when Tupperware sits alongside other plastic
products in retail showroom, it competes with poor quality
products on price. Moreover, the USP of Tupperware gets lost in
the maze of those fancy looking plastics.
 By taking Tupperware away from this area and introducing it into
the home party circuit, they created an exclusive market for
themselves. Here prospective consumers are allowed to feel the
product. They sell the product on the power of our demonstration.

16. SUGGESTIONS
 The new concept will be the “Smart
Kitchen“.
 Representatives from Tupperware
go to new recruits and
inform/suggest them about how to
fill out their new kitchen in the
stipulated budget and according to
their taste and preferences.
 Set up Kiosks
 Tracking sales of refrigerators,
modular kitchens and renovations
 Tracking new residential
constructions

17. THANK YOU!