Case 3.1: Tupperware India Pvt. Ltd.

Tupperware is the world's largest plastic food container company. It markets its products in over
100 countries across the globe and is today a household name in every corner of the world.

Tupperware India Pvt. Ltd. is a wholly owned subsidiary of the US-based Tupperware
Corporation, the world's leading manufacturer of high-quality plastic food storage and serving
containers. The company started its operations in India in 1996 and the country has been
recognized as the fastest growing market by Tupperware Worldwide. Its products were launched
in Delhi (November 1996) followed by Mumbai in (April 1997) and in Bangalore and Chennai in
(October 1997). Pune, Chandigarh and Hyderabad followed in 1998.

Starting off with just 12 products, Tupperware India today sells over 70 products that meet
Tupperware's stringent international quality standards. At present, the company sells its products
in over 35 cities through a sales network comprising over 35,000 consultants, 1500 managers and
75 distributors. Backed by a committed and dedicated staff, region offices in all metros,
Tupperware India has the pride of being the fastest set-up operation in the history of Tupperware.
The company has been growing so fast that today it is approximate)/ three times larger than any
other company in its products' category. The company's turnover as of now is over US $11.5
million.

A full-fledged manufacturing facility is today the nerve-centre of Tupperware's Indian operations.

Located in Hyderabad, this plant employs state-of-the-art technology to manufacture over 65
products, each of them meeting stringent quality standards laid down by Tupperware's
international norms. Set up in a record time of three months, this facility could soon gain for an
expansion to meet the ever-increasing demand for Tupperware. The moulds used to make
Tupperware are hand-tooled stainless steel and these moulds are common for all countries and
move in different countries as per the requirements.

The company classified its products under various categories depending upon the purpose they
serve. The main product line of the company is grouped as follows:

• Dry storage - Modular mates, canisters, etc.

• Tableware - Bread server, butter dish, curry server, etc.

• Food preparation 7 Mosaic keeper, magic flow, quick shakes

• Microwave - Soup mugs, crystalwave medium

• Refrigerator Cool n fresh series, wondlier bowls, ice-trays

• Lunch and outdoors - Tumblers, lunch boxes

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• Canister - Store-all-canisters, oasis jug

• Classics - Classic slim launch, tropical cups.

Tupperware India has specially designed select tailormade products for the Indian homemaker to
fulfil the unique needs of the Indian kitchen. 'Cinnamon microwave dish' in a dark blue colour
keeps in mind ha/di stains, 'Masala storage box' which can store up to seven dry spices, and a
range of thalis, katoris, roti-keeper, pickle and oil containers have already been introduced in the
market. These products combine .aesthetics and functionality. They are ingeniously designed to
offer versatility and convenience. Tupperware products have won several design awards
worldwide. The products are manufactured with 100 per cent food grade virgin plastic and offer a
lifetime guarantee against chipping, cracking or breaking under normal non-commercial use. They
are light, unbreakable, non-toxic and odourless. They also have special airtight and liquid tight
seals which lock in freshness and flavour. The products are not only designed elegantly and add
functionality but also add vibrancy and colour to any kitchen and dining table. The products are
available in soothing colours such as red, blue, pastels and green to match kitchen decor and
consumer preference.

Tupperware India, at present, faces competition from stainless steel utensils and low-end plastic
products both available at retail outlets across India. However, with increasing awareness of high-
end food storage containers, the company will soon see itself up against more intense competition.
Already companies Medicare, Cutting Edge and Real Life have entered this segment, albeit with
lower prices.

The company is growing rapidly and uses a direct selling method to reach its end customers. An
empiric study was undertaken to understand the perception of consumers and dealers (consultant).

The study assumes significance since the outcome of this research would help Tupperware identify
the areas in which the perception is poor and would, therefore, be able to identify the problem
areas so as to take remedial action. This is necessary because Tupperware is facing competition
from Modicare, pearl Pet and Reallife and the results of the study will help it in consolidating its
market position by identifying its strengths and weaknesses. Further, it would indicate why and
on what parameters the perception of consumers versus non-consumers is different. This could
enable the company to formulate appropriate, strategy to attract the non-consumers use its product.

The objectives of the study were:

1. To understand the perception of Tupperware product users about the company. Specifically we
want to answer the following questions:

(a) What is the profile of the users of Tupperware product?

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(b) What is the awareness level (both aided and unaided recall) of the users of Tupperware
products?

(c) Is the perception different for a user belonging to a nuclear or a joint family?

(d) Does the perception vary across marital status?

(e) Does the perception vary across professions?

(f) Does the perception vary across age groups?

(g) Does the perception vary across education levels?

(h) Does the perception vary across income groups?

(i) What are the underlying significant factors of the perceptions of users?

2. What is the perception of the non-users of Tupperware products about the company?
Specifically, we would attempt to answer the following questions:

(a) What is the profile of the non-users of Tupperware product?

(b) What is the awareness level (both aided and unaided recall) of the non-users of Tupperware
products?

(c) Is the perception different for a non-user belonging to a nuclear or joint family?

(d) Does the perception vary across marital status?

(e) Does the perception vary across professiones?

(f) Does the perception vary across age group? (g) Does the perception vary across education
levels?

(h) Does the perception vary across income groups?

(i) What are the underlying significant factors of the perceptions of non-users?

3. Is the overall perception different for user and non-user of the Tupperware product? To carry
out the objectives, a study was conducted. The following questionnaire was used for the purpose.

Questionnaire for User/Non-user Research

1. What type of storage food container do you use in your kitchen? (Please tick one or more)

(a) Stainless Steel

(b) Plastic Products

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(c) Glass containers

(d) Any Other (Please specify)

2. (a) In case you use plastic containers for storage, are you aware of the company/companies
manufacturing it?

Yes [ ]

No [ ]

(b) If yes, name them ___________________

___________________

___________________

___________________

3. Which of the following plastic container manufacturing companies are you aware of? (Please
tick the appropriate box, you may tick more than one.

(a) Cutting Edge [ ]

(b) Modicare [ ]

(c) Real Life [ ]

(d) Tupperware [ ]

(e) Any other (please specify) [ ]

4. In case you have ticked Tupperware, please tell us as to how did you come to know about the
product 'Tupperware' (Please tick the appropriate box, you may tick more than one)

(a) Advertisements [ ]

(b) Party plan [ ]

(c) Internet [ ]

(d) Women's magazines [ ]

(e) Word of mouth [ ]

(f) Any other (please specify) [ ]

5. Do you use Tupperware products?

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Yes [ ]

No [ ]

(If the answer is No, you will still be having some perception about Tupperware's products, its
quality and price. Therefore, please move to question 11 directly)

6. If answer to above question is yes, did you

(a) Buy the product [ ]

(b) Received as a gift [ ]

(c) Both [ ]

7. If you bought the product as mentioned in the question 6 above, did you buy

(a) Through party plan [ ]

(b) Telephoning the dealer [ ]

(c) Both [ ]

8. How often do you buy Tupperware products?

(a) Once a month [ ]

(b) Twice a month [ ]

(c) More than two times in a month [ ]

9. How much money do you spend in a month on the purchase of Tupperware

products?_____________________

10. In your last purchase which of the following items were bought by you. (Please tick as many
as you like)

Dry storage [ ]

Tableware [ ]

Food preparation [ ]

Microwave containers [ ]

Refrigerator containers [ ]

Lunch and outdoor containers [ ]

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Canister [ ]

Classics [ ]

11. Given below are some statements, you are requested to state your degree of agreement/
disagreement on each of the statements as mentioned below on a 5-point scale.

Statement Completely Disagree No Agree Completely

Disagree Opinion Agree
A Tupperware
products are made
with the state-of the-
art technology
B Tupperware
products are ideal
for gifts
C Tupperware
products are not
available in different
sizes
D The products are
available in
attractive colours
E The products do not
provide good value
for money
F I feel proud to serve
food to my guests in
Tupperware
products
G My peer groups do
not use Tupperware
products
H The products are not
easily available
I The designs of the
products are such
that they occupy a
lot of shelf space
J The products
provide a good look
to the kitchen
K The spices kept in
Tupperware
containers retain
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 their original flavour
for long
L Tupperware
products are very
expensive
M Tupperware
products offer a
lifetime warranty
without any
requirement of proof
of purchase
N The products go
with my lifestyle
O Tupperware
products are for
daily use
P The products require
special cleaning
agent
Q Tupperware
products retain stain
marks (e.g.,
turmeric) after
cleaning
R Parents feel very
safe while their
children handle the
products
S The products usages
are well
demonstrated in the
home party
T The company
provides timely
information on new
products
U The products are not
air/water-tight
V The products are
inconvenient to use
W I have no inhibition
in using products in
a large gathering of
guests
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 X Tupperware keeps
adding new products
to its range to suit
the kitchen
requirements
Y The shape of the
products are very
eye-catching
Z Tupperware
products are quite
sturdy
aa The products are
non-toxic and
odourless
ab The products are
very heavy in weight
to carry from one
place to another

12. You belong to a

Nuclear family [ ]

Joint family [ ]

13. Marital status

Single [ ]

Married [ ]

Widow/divorced- [ ]

*The case is c based on a project report 'Perception Study of Tupperware India Pvt. Ltd,' by
Gautam Screen, Raman Chawla, Sandeep Bonsai, participants of PGPM (2001-04), International
Management institute, New Delhi.

14. If married, are both of you working or only one

Both [ ]

One [ ]

15. In case you are working, you are employed in

Private sector [ ]
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Public sector [ ]

Self-employed [ ]

Govt. service [ ]

16. You belong to age group

20 - 30 years [ ]

31 - 40 years [ ]

41 - 50 years [ ]

51 and above [ ]

17. Your education

Less than graduation [ ]

Graduate [ ]

Postgraduate and above [ ]

18. Your monthly household income

Upto 15000 [ ]

15001 - 30000 [ ]

30001 - 45000 [ ]

45001 and above [ ]

19. Do you or your spouse own the following:

(a) Credit card Yes [ ] No [ ]

(b) Four wheeler Yes [ ] No [ ]

(c) House Yes [ ] No [ ]

(d) Club membership Yes [ ] No [ ]

(e) Microwave oven Yes [ ] No [ ]

Please note that in the question no.11 statements numbers a, b, d, f, j, k, m, n, o, r, s, t, w, x,y,z,

aa are favourable statements. The remaining are unfavourable statements.

Questions
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(i) Indicate the type of measurement (nominal, ordinal, interval or ratio) which is being
used in each of the above questions.
(ii) Identify the questions which will be relevant for each of the objectives of the study.

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