Tupperware in India
Tupperware in India
Tupperware in India
STUDY
IN INDIA
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ABOUT TUPPERWARE
Consumer Headquartered
Patented the
storage at Orlando, Earl Tupper
burping seal
products Florida
Women: Prime
No retail
Direct Selling sellers and Brownie Wise
outlets
customers
Founded. Made
Brownie Wise Extended product
mold parts for gas
introduces the range, and entered
masks and navy
party plan model international markets
signal lamps
of selling
1996:
1938 Early 1940s Late 1940s 1950s 1970s Entered
1980s 1990s into
Indian
market
Bell tumbler and Shift in the market:
TupperSeal Plastic becomes
introduced preferred material
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DIRECT SELLING INDUSTRY IN INDIA
Top 10 direct selling companies in India as of early 2017
2 Hindustan Unilever Ltd Home and personal care, everyday use products.
4 Dewsoft Software
Source: http://www.trendingtopmost.com
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TUPPERWARE IN INDIA
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Started in Focus on
Entered India distributors,
New Delhi utility rather
in 1996 with 14 weeks
and Mumbai than style
training
Tupperware
Tupperware India Product Range (75 products India:
India
by 2002) Fastest
Turnover
growing
100 market in 4
Mil years
Dry
Aquasafe Canisters 98 2000
Storage
40% Rs570 Mil
growth 1999
rate 400 Mil
Food Fridge
Freezer
Preparation Smart
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TUPPERWARE
MARKETING STRATEGY
Women
Loyalty, Direct Sales
Knowledge
Segmentation
and Targeting
Network Referent
Household Lifestyle Sales Group Sales
Global sales
Fully Owned
& distribution
Subsidiary
model
International
Entry
Strategy
Localization
Global brand
as per
integrity
demand
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POSITIONING
High Quality
Low High
Price Price
Low Quality
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Source: Quora
Upper class
Middle class
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SWOT ANALYSIS
Quality
Warranty
Light & easy cooking
SW
Single moulded Reduction in cost
Preference
Social consciousness
Costly
Weak distribution system
Bias
OT
Low demand
Cheaper alternatives
Easily copied ideas
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TUPPERWARES MARKETING AND
DISTRIBUTION MODEL
Conventional
Marketing Product Price Place Promotion
Strategy
Tupperwares
Marketing Product Party Plan People
Strategy
Tupperwares
Distribution Distributor Manager Dealer Customer
Model
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3 PS OF TUPPERWARE
Product Party Plan People
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Brownie Wise words of wisdom that relates to 3Ps
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CUSTOMISED PRODUCT
Product design based on local consumer
feedback
Collaborations
Campaigns
Smart ideas
Do the burp Care4Food
for a healthy
(2004) (2013)
kitchen (09)
Women Education
Unemployment
Empowerment Support
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CARE 4 FOOD CAMPAIGN (2013)
Every step towards saving food can help combat food problem to a
great extent. Pledge today to never waste food again! Care for your
food by storing it in a healthy way.
https://www.youtube.com/watch?v=5DjNN1-
YPh4&feature=iv&src_vid=DmT9LwJvi3U&annotation_id=cha
nnel%3A5188ce6e-0-254e-8523-47d7b3a88f6
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QUESTIONS FOR DISCUSSIONS
Questions 1:
Tupperware, a direct selling company, adopted a unique network structure and compensation model when
compared to its competitors in the direct selling industry. How does Tupperware model works and how does it
differ from models of other direct selling companies?
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Questions 2:
Tupperware came up with innovative method of selling its products, the party plan. It also
used an effective marketing and advertising and promotional strategy. What are the
advantages and disadvantages of such strategies?
ADVANTAGES DISADVANTAGES
Their focus on customization, product, This type of party plan and direct selling did
people earned them a recognition not attract the competent personnel.
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Question 3
Discuss the strategies adopted by Tupperware to adapt its products pricing and promotion to
suit the Indian market. What kind of innovations did the company adopt to expand its market
and become profitable? How far have these changes contributed to the success of the
company In India?
The innovation that the company adopt to expand its market and become profitable are
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Question 4
By the early 2000s, there were many direct selling companies operating in India. How do u think
Tupperware is placed in the highly competitive direct selling industry?
Tupperware is placed in the highly competitive direct selling industry because Companys Turnover- in
1999 was 400 million and by 2000 it was Rs 570 million.
It comes under the category of Direct Marketing and can be the ideal flexi time job.
Tupperware - All in the party!
Extraordinary design for everyday living is what the Tupperware motto says.
For almost 50 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.
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THANK YOU
Q & A sessions
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