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TUPPERWARE

IN INDIA
Presented by
Uttam
ABOUT TUPPERWARE
• Fonder : Earl Silas Tupper.
• Founded in the year 1938.
• First product.
• Challenges faced.
• Party plan.
• Target market.
• Various kind of products
Tupper Ware In India
• November 1996.
• Focus on utility not on style.
• Market in India.
• Growth in India.
Q.2 TUPPERWARE CAME UP WITH AN
INNOVATIVE METHOD OF SELLING IT ’ S
PRODUCTS , THE`PARTY PLAN ’. IT ALSO USED AN
EFFECTIVE MARKETING AND ADVERTISING AND
PROMOTIONAL STRATEGY . WHAT ARE THE
ADVANTAGES AND DISADVANTAGES OF SUCH
STRATEGIES?
TUPPERWARE
“MARKETING STRATEGY”
TUPPERWARE’ MARKETING STRATEGY

WAS DESCRIBED BY
IT’S THREE P’S.

PRODUCT
PARTY PLAN

PEOPLE
PRODUCT
• THE TUPPERWARE
PRODUCTS
CARRIED A
LIFETIME
GUARANTEE.
• THE PRODUCT WITH
THE
REVOLUTIONARY
LID.
• OUR PRODUCT HAS
BEEN THE CORNER
STONE OF OUR
SUCCESS FOR
MANY YEARS”
“PARTY PLAN”
- CONCEPT OF PARTY PLAN

- IN 1948 TUPPERWARE’S FIRST HOME


PARTY WAS CONDUCTED.
PEOPLE
• “BUILD THE PEOPLE, AND THEY WILL BUILD
THE BUSINESS”
 -BROWNIE WISE
 (VICE-PRESIDENT)

• “PEOPLE ARE WHAT OUR BUSINESS IS ALL
ABOUT”
 -PRADEEP MATHUR
 (MANAGING
DIRECTOR)


ADVERTISING AND
PROMOTION
• PARTIES AND “WORD OF MOUTH”.
• TRADITIONAL METHOD
-ADVERTISED IN MAGAZINES SUCH AS

ELLE

FEMINA AND

PARENTING.


STRATEGIC PROMOTIONAL
ALLIANCE
• IN 2000-ALLIANCE WITH FMCG
MAJOR P&G
- IN 2001-CROSS-PROMOTIONAL

EXERCISE
• IN 2001-”CARAVAN AND
MELAS”JOINT PROMOTIONAL PLAN
WITH WHIRLPOOL
• IN 2002-JOINT MARKETING PROGRAM
WITH HINDUSTAN LEVER
LIMITED(HLL)
ADVANTAGES OF STRATEGIES
• TO OVERCOME FROM THE CHALLENGES IN
MARKETING IT’S PRODUCT.
• TO DEMONSTRATED THE BENEFITS AND
USAGES
• JUSTIFY THE HIGHER COSTS OF THE
PRODUCT
• ATTRACTING AND REACH TO TARGET
MARKET.
• EXPANSION OF BUSINESS AND
AWARENESS BY JOINT PROMOTIONAL
PROGRAMS


DISADVANTAGES
• HIGH COST INVOLED
• TEDIOUS/HERCULEAN TASK TO
INDENTIFY HOSTESS AND
PURSUADE THEM TO HOST THE
PARTY
• TIME-CONSUMING PROCESS
• EXCESSIVE RELY ON THE INFLUENCE
ON DEALERS


The Tupperware Model
• Three tier Network structure.
 Dealer
 Manager
 Distributer
Employees Recruited by them.

Compensation plan.


Distribution System
• Problems faced by them.
• Multi warehousing syatem
Advertising and promotion
• Party Plan.
• Traditional Method.
 Magazines
 FMCG
 Whirlpool

How Tupperware is placed in the highly
competitive direct selling Industry?


 Oriflame Direct sales
Model

• Catalogues Show
• Invite Others
• Hold Beauty Demonstration


Avon Beauty Direct Sales
Model

• Door-to-Door sales people


• catalogues to advertise


 Forever Living Products
Model

 FLP uses a system of multi-level


marketing (MLM) where distributors are
mainly part-time agents selling products
online and locally using in-person
presentations.

Modicare Model
 It uses pyramid structure

 direct selling model for



AMC Cookware Model
AMC
 promote its
Multycooking
system through
consultants
committed to
working with
national and
international direct
selling
associations.

Future outlook
• Party plan
• Compete steal and glass container
manufacturers as per Indian taste
• Break the Ice-wall, hit the middle
class consumer


 Thank you