Tupperware
Marketing Strategy
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.
Late 1940s 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.
Products of Tupperware
Tupperware always 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 childs
development.
Designed containers which could be exclusively used for
microwaves.
Contemporary designs
Their strategy was to save money, time, cabinet space.
Tupperware always looked 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
Cookware
Kitchen Mates
Serving
Microwave
Storage
Water Storage
Bulk Storage
Cold
Storage
Vegesafe
Kid
On The Go
Gift Set
Limited Release
BeautiControl
(1 to 4 Products)
Cookware
Kitchen Mates
Serving
24cm Fryer with Glass Cover
24cm Fryer with Glass Cover
Bulk Storage
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.
Cold
Storage
Vegesafe
Stock code: 48082
Details: 3.0L
Microwave
Storage
Water Storage
Kid
On The Go
Gift Set
Limited Release
BeautiControl
RM273.00
(2 to 4 Products)
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
(1 to 10 Products)
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
(5 to 10 Products)
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
(2 to 7 Products)
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
(4 to 7 Products)
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
(1 to 6 Products)
Cookware
1.5L Rock 'N Serve Medium Rectangular
Kitchen Mates
Serving
Microwave
Storage
Water Storage
Bulk Storage
Cold
Storage
Vegesafe
Kid
On The Go
Gift Set
Limited Release
BeautiControl
Store, reheat & youre ready to
eat.
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
(2 to 5 Products)
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
(1 to 6 Products)
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
(2 to 6 Products)
Cookware
Kitchen Mates
Serving
Microwave
Storage
Water Storage
Bulk Storage
Cold
Storage
Vegesafe
Kid
On The Go
Gift Set
Limited Release
BeautiControl
2L Fridge Water Bottle
55438
Details: 28.4cm(H) x
11.8cm(W) x 11.8cm(L)
RM37.80
(1 to 1 Products)
Cookware
Kitchen Mates
Serving
Microwave
Storage
Water Storage
Bulk Storage
Cold
Storage
Vegesafe
Kid
On The Go
Gift Set
Limited Release
BeautiControl
Rice Dispencer(1)10.5kg
NEW!
58086
Rice Dispencer(1)10.5kg
Sticker(1)
Rice for Life Booklet(1)
RM288.00
(1 to 9 Products)
Cookware
Kitchen Mates
Serving
Microwave
Storage
Water Storage
Bulk Storage
Cold Storage
Vegesafe
Kid
On The Go
Gift Set
Limited Release
BeautiControl
Freezermate Essential Set
Stock Code : 4016
Freezermate Essential Set
RM193.00
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.
COMPENSATION
Performance based compensation was given
Dealers earned 25% commission on sales.
Manager made profit on sales, training
Distributer made profit on sales of the entire distribution team.
Its marketing strategy is the three Ps
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
The Tupperware women 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.
DISTRIBUTER
MANAGER
DEALER
In case of 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.
Where as Amway 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.
AMWAY
AMWAY
MOTIVATIONAL
ORGANIZATION
SUPPLIER
DISTRIBUTER
CONSUMER
Tupperware came up 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
Reached to individual 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.
Tupperware Catalogue Highlights 2013.mp4
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.
