DIRECT

SELLING :
TUPPERWARE

BY
KARTHIK
 DIRECT MARKETING

 Direct marketing is demassified

marketing.
 It deals with customers one-to-one.
 Deals with them directly.
 It is channel less.
 DIRECT SELLING MERITS
 Direct selling scores over mass-marketing
significantly as it confers many unique benefits. Some
of the are :
 Delivers near perfect solutions to consumer problem.
 Gives individual attentions to consumers.
 Facilitates finalizing through interaction.
 Enables customization.
 Helps achieve excellence in products/services.
 Eliminates hassles of going through distribution
channels/stores.
 INTRODUCTION OF THE COMPANY
 Tupperware deals with the production of
plastic food containers in INDIA.
 Food grade storage in INDIA is estimated at
RS.4000 crore and the potential user base is
150 million.
 The company’s main mission is to provide
hygienic option in food storage.
 The Product
 They are of high price ,Tupperware products with
traditional marketing through conventional retail have
never got into retail shops.

 The product design team include noted chefs.

 They are able to create product suitable for the Indian

kitchen, such as masala containers and multi
cookware.
 THE TARGET CONSUMER SUIT
DIRECT SELLING
 Women-housewives as well as office goers are
Tupperware’s target.
 Through its direct selling 1-to-1, 1-to many-format,
it address some relevant concerns of women.
 Women care for –kitchen, home, locality and their
children.
 They know the mess that is created by the leaky
lunch boxes, water bottles & drinking containers.
 Tupperware offers solutions for these problems.
NO STORES & NO ADVERTISING

 Tupperware sells through women agents,

numbering over 50,000.
 It has presence in all the major cities and is
expanding in all tier-two cities.
 It avoids traditional/mass advertising, its agent
spread the message by word of mouth.
 PARTY SELLING
 Tupperware organizes party selling in residential areas
,assembling prospects, mainly women.
 While enjoying the party they can have a look at the
TUPPERWARE products.
 PRODUCT,PARTY and PEOPLE are the three
anchors around which Tupperware brand is building
and sales take place.
 MULTI-LEVEL MARKETING
 It is a modified version of direct selling, also referred
as NETWORK MARKETING, MEMBER GET
MEMBER programme.
 Only firms which do not mind experimenting in
reaching out to the consumers practice it.
 Avon, Amway, Oriflame are the largest MLM out fits
in the world
 HAS NOT GONE FOR MLM FORMAT
 Tupperware does not use MLM format .
 It works on a Single level Marketing(SLM) format
with two-tiers of selling persons.
 A selling person joins Tupperware as a consultant and
on doing a certain level of business, graduates to be a
manager.
 Tupperware restricts the number of managers.
 Shares The Retail Network OF
Whirlpool
 Tupperware, has started sharing the retail network of the white
goods major whirlpool which, in turn, is using former’s direct
selling expertise and resources for promotion its products.
 The two companies are extending their international
marketing partnership to INDIA.
 Whirlpool offers complimentary Tupperware microwave-able
products with the purchase of select whirlpool microwaves.
 Tupperware is now looking at additional distributional
channels such as shopping malls
THANK YOU