CASE

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

Source: Tupperware India Website

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DIRECT SELLING INDUSTRY IN INDIA
Top 10 direct selling companies in India as of early 2017

No Companys Name Product line

1 Amway Home care, personal care, cosmetics, nutrition

2 Hindustan Unilever Ltd Home and personal care, everyday use products.

3 Vestige Health care, personal care, cosmetics.

4 Dewsoft Software

5 Unicity Personal care, nutrition, weight management.

6 Tupperware Plastic moulded kitchen containers.

7 Avon Personal care, cosmetics,

8 Herbalife Weight management

9 Oriflame Beauty products, cosmetic, food supplement.

10 Altos Health care, personal care, beauty products

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

Lunch and Success attributed to high quality product

Microwave Serving
Outdoor and TupperSure warranty

Source: Tupperware India Website

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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

Source: Tupperware India Website

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POSITIONING
High Quality

Low High
Price Price

Low Quality

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Source: Quora
 Upper class

Only Single &

MLM MLM
structure structure

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

Independent Direct Selling

Lifetime Warranty
Sales Force only
Source: Case Analysis

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 3 PS OF TUPPERWARE
Product Party Plan People

Roti keeper Similar Social events Empowerment

Localised Easy
and Masala concept to conducted through part
Product Acceptance
box Kitty party every month time careers

Chain of confidence instilled in

Recipes Comparative women
Global Quality and
and tips reference
Standards Durability group made
exchanged

Leverage local talent

Focus on Reverse Product Hostess

utility Innovation Demonstration Rewarded Consumer
Touch & socialization
Feel
Shift in behavior with Expert &
Pricing and positioning as a Model
identification of consumers in Referent
premium product
referent group power
Source: Case Analysis

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Brownie Wise words of wisdom that relates to 3Ps

build the people, and they will build the business

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 CUSTOMISED PRODUCT
Product design based on local consumer
feedback

Product localisation via ground up design

and innovation have become crucial
catalyst to growth in India
Roti keeper , masala (Spice) box
Coloured its product to match the needs
and taste of customers.
Dark colours were used to hide turmeric
stains
Reverse Innovation Eco friendly bottles
a global block buster
 MEDIA CAMPAIGNS AND CORPORATE
SOCIAL RESPONSIBILITY

Collaborations

Pringles in a Caravan and

She can you
Tupperware Tupperware
can (2012)
(2001) Mela (2002)

Campaigns

Smart ideas
Do the burp Care4Food
for a healthy
(2004) (2013)
kitchen (09)

CSR Focus and Initiatives

Women Education
Unemployment
Empowerment Support

Source: Case Analysis

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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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15
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

Reached to individual customers. Disadvantages came on the part of

Women accepted it as part time job
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 through party plan.
employees who wanted a full time job.
Party plan requires the hostess bear the
costs.
Advertising and promotions created a
suspicion that company is taking direct
orders and reducing their commissions

Their focus on customization, product, This type of party plan and direct selling did
people earned them a recognition not attract the competent personnel.

With the involvement with other companies

helped in the promotion of Tupperware
products in India.

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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

Direct selling and party plan

Tupperwares network structure of three levels.
Its decision on the distribution system to change to a multi warehousing system.
Its marketing strategy of 3 Ps product, party plan and people.
Decision of customizing products to the Indian kitchens.
Decision of reducing prices on few of its products in order to attract middle class customers
Its advertising strategies through Elle, Femina and Parenting. And cross promotional
strategies with P&G, Whirlpool and HLL.
The success of the company in India can be seen as:
Within four years of operation in India, Tupperware India became the fastest growing
market for the company in developing countries.

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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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