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Tupperware Marketing Strategy
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.
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Tupperware Marketing Strategy
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- 2. About • Year 1938-Earl S. Tupper founded the Tupperware company. • It started by using mold parts for navy signal lamps and gas masks. Its products were durable and easy to handle. • Year 1946- designed the renowned air tight, liquid proof lid. • So they started the strategy to educate the customers about the quality and properties of the product.
- 3. • Late 1940’s– Brownie Wise a Sales women who was selling household products for Stanley Home Products was hired by Tupperware company. • She introduced the unique “Party Plan” method of marketing. • Year 1948- First home party for Tupperware was conducted. • Improvement made my Brownie WiseShe removed all Tupperware products from retail outlets and marketed them through the party plan method . Women were the prime sellers and consumers for the company.
- 4. Products of Tupperware Tupperwarealways designed its products keeping in mind the consumers taste, preferances and changing trends: Plastic carrying cases for women. Designed toys for children keeping in mind each stage of a child’s development. Designed containers which could be exclusively used for microwaves. Contemporary designs Their strategy was to save money, time, cabinet space.
- 5. • Tupperware alwayslooked for new products and newer markets. It set up manufacturing units in 14 countries . When it entered a country it appointed a distributor from another country waited for her to grow and then promoted others from her team as distributors. • When its profit increased it expanded its business into various lines such as beauty control, jewellery, apparels
- 6. Cookware Kitchen Mates Serving Microwave Storage Water Storage BulkStorage Cold Storage Vegesafe Kid On The Go Gift Set Limited Release BeautiControl
- 7. (1 to 4Products) Cookware Kitchen Mates Serving Microwave Storage Water Storage Bulk Storage Cold Storage Vegesafe Kid On The Go Gift Set Limited Release BeautiControl 24cm Fryer with Glass Cover 24cm Fryer with Glass Cover This see-through, heat tempered, glass covered, deep fryer doubles up as a mini induction oven. Its versatility ensures that it also provide hours of opportunity to discover new uses. Stock code: 48082 Details: 3.0L RM273.00
- 8. (2 to 4Products) Cookware Kitchen Mates Serving Microwave Storage Water Storage Bulk Storage Cold Storage Vegesafe Kid On The Go Gift Set Limited Release BeautiControl Tupperchef Wok (1) - 38cm stock code : 55313 Tupperchef Wok (1) 38cm RM459.00
- 9. (1 to 10Products) Cookware 650ml Large Stor N Pour Set (3) Kitchen Mates Serving Microwave Storage Water Storage Bulk Storage Cold Storage Vegesafe Kid On The Go Gift Set Limited Release BeautiControl Preparation made easy The recipe for creating exotic taste lies in the secret of marination and Tupperware has all the right ingredients to make home cooking a wholesome experience. Aromatic spices. Exotic sauces. Fragrant cooking oils. Creamy salad creams. Store them, use them conveniently and blend them to perfection with Tupperware's kitchen essentials! Stock code: 53157 Details: 650ml 9.0cm (D) x 17.1cm (H) RM61.50
- 10. (5 to 10Products) Cookware B2B Snack Store (1) Kitchen Mates Serving Microwave Storage Water Storage Bulk Storage Cold Storage Vegesafe Kid On The Go Gift Set Limited Release BeautiControl A versatile storage container to suit your mood for your favourite snacks! Stock code: 54369 Details: 24.5cm(L) x 24.5cm(W) x 8.0cm(H), 2.9L RM34.50
- 11. (2 to 7Products) Cookware Legacy Floria Bread Server (1) Kitchen Mates Serving Microwave Storage Water Storage Bulk Storage Cold Storage Vegesafe Kid On The Go Gift Set Limited Release BeautiControl 56976 Legacy Floria Bread Server (1) 28.7cm (L) x 14.5cm (W) x 13.1cm (H) RM35.50
- 12. (4 to 7Products) Cookware Legacy Floria Dining Plate (6) Kitchen Mates Serving Microwave Storage Water Storage Bulk Storage Cold Storage Vegesafe Kid On The Go Gift Set Limited Release BeautiControl Legacy Floria Condimate Set 87861 RM63.00
- 13. (1 to 6Products) Cookware 1.5L Rock 'N Serve Medium Rectangular Kitchen Mates Serving Store, reheat & you’re ready to eat. Microwave Storage Water Storage Bulk Storage Cold Storage Vegesafe Kid On The Go Gift Set Limited Release BeautiControl Plan, prepare and then microwave reheat your favourite meals… Virtually unbreakable and stain-resistant, Rock N Serve containers carry your home-cooked meals to the fridge, then from the fridge to the microwave and on to the table. Stock code: 56463 Details: 1.5L, 19.2cm (L) x 14.6cm (W) x 10.2cm (H) RM59.80
- 14. (2 to 5Products) Cookware Kitchen Mates Serving Microwave Storage Water Storage Bulk Storage Cold Storage Vegesafe Kid On The Go Gift Set Limited Release BeautiControl 14pc Modular Mates Essential Set Stock Code : 4003 14pc Modular Mates Essential Set Comprises : * MM Square II(2) 18.2cm(L) x 18.2cm(W) x 11.5cm(H) * MM Square IV(1) 18.2cm(L) x 18.2cm(W) x 22.5cm(H) * MM Oval II (2) 18.3cm(L) x 9.3cm(W) x 11.5cm(H) * MM Roundl IV (2) 9.0cm(D) x 22.5cm(H) * Gift Box RM199.00
- 15. (1 to 6Products) Cookware Kitchen Mates Serving Microwave Storage Water Storage Bulk Storage Cold Storage Vegesafe Kid On The Go Gift Set Limited Release BeautiControl 14.5L Water Dispenser (1) This jumbo water dispenser is made for party serving. Up to 70 drink cups. Stock code: 54323 Details: 35.5cm(L) x 32.0cm(W) x 30.2cm(H) RM149.80
- 16. (2 to 6Products) Cookware Kitchen Mates 2L Fridge Water Bottle 55438 Serving Microwave Storage Water Storage Bulk Storage Cold Storage Vegesafe Kid On The Go Gift Set Limited Release BeautiControl Details: 28.4cm(H) x 11.8cm(W) x 11.8cm(L) RM37.80
- 17. (1 to 1Products) Cookware Kitchen Mates Rice Dispencer(1)10.5kg NEW! Serving Microwave Storage Water Storage Bulk Storage Cold Storage Vegesafe Kid On The Go Gift Set Limited Release BeautiControl 58086 Rice Dispencer(1)10.5kg Sticker(1) Rice for Life Booklet(1) RM288.00
- 18. (1 to 9Products) Cookware Kitchen Mates Freezermate Essential Set Stock Code : 4016 Serving Microwave Storage Water Storage Bulk Storage Cold Storage Vegesafe Kid On The Go Gift Set Limited Release BeautiControl Freezermate Essential Set RM193.00
- 19. Tupperware in India •It entered in India in the year 1996. started its operations from New Delhi. • Appointed 15 distributors in the 1st 12 months. Its initial focus was on utility rather than style. These 15 were given training on a 14 week designed training program. • Direct selling and party plan both was implemented.
- 20. COMPENSATION • • • • Performance based compensationwas given Dealers earned 25% commission on sales. Manager made profit on sales, training Distributer made profit on sales of the entire distribution team.
- 21. • • • • • Its marketing strategyis the three P’s 1. Product 2. Party Plan 3. People Product – Tupperware products carried a lifetime guarantee. Any damage to the product could be replaced at any point of time anywhere in the world. • Party Plan- Tupperware used a direct selling method called the “party plan”. In this the women dealer approaches a lady and asks her to host a party at her place, the investment in the party was borne by the hostess. Marketing strategy
- 22. • The Tupperwarewomen demonstrates the benefits and usages of the products to the invitees to the party. And the hostess gets a free gift of tupperware product. • This method allows the Tupperware products to be demonstrated physically and their utility explained and by this process they justify the reason for the higher costs of the products. • People- Tupperware believed that there business success was through people therefore Brownie had said “built the people, and they will build the business”. They had reward system for employees. They organized three social events per month.
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- 24. • In caseof Tupperware the network structure had three levels. First the lowest level was the Dealer then was the Manager and Finally at the top level was the Distributor. • The network of Tupperware in any country had 90% women employees , whereas in India it was 100% women employees. • As said by the executives that Tupperware only offered food storage products in India and kitchens in India are primarily looked after by women, it was easier to promote products through women. And they felt that Indian women were not comfortable working with men.
- 25. • Where asAmway another direct selling company followed a model where the distributors were the center of the model. • The compensation plan followed by Amway resembled a pyramid structure with the people at the top (top distributors) earning the most. • They earned commissions on the sales of the distributors under them. • The distributors at the base of the hierarchy earned the least. • A distributor at the top could earn even without selling Amway products through the chain below.
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- 27. • Tupperware cameup with an innovative method for selling its products the “party plan” • Direct selling was adopted. • In case of advertising and promotion it used traditional methods to advertise and promote its products in India through popular magazines like Elle, Femina and parenting • Joined with P&G , HLL, Whirlpool
- 28. • Reached toindividual customers. • Women accepted it as part time job • Their focus on customization, product, people earned them a recognition • With the involvement with other companies helped in the promotion of Tupperware products in India.
- 30. • For almost50 years, Tupperware has been making it all possible in homes around the world - not just providing products, but giving women rewarding careers too. • Today, Tupperware is one of the world's leading direct selling companies, with nearly one million independent sales people bringing Tupperware's premium food storage containers, serving products, microwave cookware and children's toys to life in more than 100 countries.