Direct Selling Concept

case study
 Overview of Case
 1938-Earl S. Tupper founded the Tupperware company

 1946-Tupperware came in various attractive colors and shape

 1951-Brownie Wise was appointed the Vice President of the

Tupperware company

 Brownie Wise followed a unique ‘Party Plan’ method of

marketing

• Tupperware concentrated on women as their prime sellers

and
Happy consumers
You
Healthy You
 Tupperware In India
• 1996 Tupperware came in India
• Began operation in Delhi with 15 distributors within
one year
• Tupperware’s initial focus was on utility rather than
style
• It’s product were “useful” rather than “decorative”
• 1997 began operation in Mumbai, Pune,
Chandigarh and Hyderabad
• In 2000, company set up a manufacturing plant in
India with an investment of $2 mn
Network Structure of Tupperware

Distributor
(overall management of the unit)

Manager
(Manages a team of six dealers)

Dealer
(organizes Tupperware parties through housewives)
 Marketing Strategies in India

• Tupperware’s marketing strategy was

described by its three product –
Product
Party Plan
People
 Product
• The Tupperware
products carried a Life
Time Guarantee
• Its product with
revolutionary lid offer
quality and durability
• Our product has been
the corner stone of our
success for many years
 Party Plan
• It’s unique direct selling
method called party plan
• The method allowed the
Tupperware products to be
demonstrated physically
and their utility to be
explained
• In 1948 Tupperware 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”
• Advertising in popular women’s magazines like Elle,
Femina and Parenting
• In 2000 alliance with P&G to conduct a campaign of
“pringle chips”
• Tupperware’s sales went up by 20% after this campaign
• In 2001 – “caravan” and “melas” joint promotional plan
with whirlpool
• In 2002- joint marketing program with Hindustan Lever
Limited (HLL)
Analysis
 Strengths
• Good brand image
• Life time warranty on products
• Exclusive innovation “party plan”
• Design product according consumer taste and
the changing trend
• Top quality and finishing
• Environment friendly
 Weakness
• High cost involved

• Tedious task to identify hostess and persuade

them to host the party

• Time- consuming process

• Excessive rely on the influence on dealers

 Opportunities
• Product innovation and product range
• Target the rural market
• Chain of confidence:-
 Enlighten
 Empower
 Educate
 Threats
• Manufacture of steel containers

• Local manufactures of plastic container

 Segmentation, Targeting, Positioning
Segmentation
• Demographic
- All age group
- Upper income household
• Geographic
-cities- Delhi, Mumbai, Pune ,Bangalore,
Chennai, Hyderabad and Chandigarh
- In 2002 expand operation more than 35
cities in the country
 Segmentation, Targeting, Positioning

Targeting
Higher income group and middle class consumer
Positioning
- Exclusive distribution
- launch book by the name of
“Tupperware cooks”
- Associated with in-film branding
- Launched “wealth of wellness” in India to promote
health life style of school program
 Recommendations
• Availability of product also in retail market

• Extend target customer

• Capital equipment, raw material and plastic

moulds also use of Indian origin to reduce the
cost
 Sources of Information
• www.google.com
• www.marketingteacher.com
• Presentations given by Sir in class
THANKS