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TUPPERWARE IN INDIA a

Tupper Ware Direct Marketing

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Page 1: Tupper Ware Direct Marketing

TUPPERWARE IN INDIA

a

Page 2: Tupper Ware Direct Marketing

ABOUT TUPPERWARE

• Fonder : Earl Silas Tupper.• Founded in the year 1938.• First product.• Challenges faced.• Party plan.• Target market.• Various kind of products

Page 3: Tupper Ware Direct Marketing

Tupper Ware In India

• November 1996.• Focus on utility not on style.• Market in India.• Growth in India.

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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?

Page 5: Tupper Ware Direct Marketing

TUPPERWARE “MARKETING STRATEGY”

TUPPERWARE’ MARKETING STRATEGY WAS DESCRIBED BY IT’S THREE P’S.

PRODUCT PARTY PLANPEOPLE

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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”

-PRADEEP MATHUR (MANAGING DIRECTOR)

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“PARTY PLAN”

- CONCEPT OF PARTY PLAN- IN 1948 TUPPERWARE’S FIRST HOME PARTY

WAS CONDUCTED.

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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)

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ADVERTISING AND PROMOTION

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

ELLEFEMINA AND PARENTING.

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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)

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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

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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

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The Tupperware Model

• Three tier Network structure. Dealer Manager DistributerEmployees Recruited by them.Compensation plan.

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Distribution System

• Problems faced by them.• Multi warehousing system

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Advertising and promotion

• Party Plan.• Traditional Method. Magazines FMCG Whirlpool

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

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Oriflame Direct sales Model

• Catalogues Show • Invite Others• Hold Beauty Demonstration

Avon Beauty Direct Sales Model

• Door-to-Door sales people • catalogues to advertise

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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 its product.

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AMC Cookware Model

AMC promote its Multicooking system through consultants committed to working with national and international direct selling associations.

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Future outlook

• Party plan• Compete steal and glass container

manufacturers as per Indian taste• Break the Ice-wall, hit the middle class

consumer

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Thank you