Dipanshu Tomar MPR 02390101720 On Tupperware Marketing Strategies

A
MAJOR PROJECT REPORT
ON
“MARKETING STRATEGY ADOPTED BY TUPPERWARE”
Submitted in the partial fulfilment of the Requirement for the award of BACHELORS
OF BUSINESS ADMINISTRATION
(Batch 2020-2023)
SUBMITTED TO : SUBMITTED BY :
DR. KANIKA MITTAL DIPANSHU TOMAR
ASSOCIATE PROFESSOR ENROLLMENT (02390101720)
FAIRFIELD INSTITUTE OF MANAGEMENT AND TECHNOLOGY

AFFILIATED TO: (GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY)
DELHI KAPASHERA NEW DELHI-110037
1
CERTIFICATE
This is to certify that “DIPANSHU TOMAR” has accomplished the project “MARKETING
STRATEGY ADOPTED BY TUPPERWARE” under the guidelines and supervision.
He has submitted this project in the partial fulfillment for the award of degree of Bachelor of
Business Administration (General) from Guru Gobind Singh Indraprastha University.
The work has not been submitted anywhere else for the award of degree. All sources of
information have been duly mentioned.
UNDER THE GUIDANCE OF: -

DR. KANIKA MITTAL
ASSOCIATE PROFESSOR
2
ACKNOWLEDGEMENT
A project is never the work of an individual. It is moreover the combination of suggestions,

ideas, review, guidance and assistance.
I own my healthy and profound sense of gratitude to my faculty guide and my project
coordinator MR. KANIKA MITTAL under her expert guidance only project gets completed.
The goal of how idea and development can only be obtained by hard work.
I acknowledge my inner gratitude to my project guide for her co-operation and kind assistance
during framing of this project.
Finally, I would like to thank to all my well-wishers for their blessings and co-operation. They
boost up me every day to work with a new and high spirit.
Name of Student - Dipanshu Tomar

Enrollment Number – 02390101720
3
DECLARATION
I hereby declare that project report entitled “MARKETING STRATEGY ADOPTED BY

TUPPERWARE” Submitted by me to Fairfield Institute Of Management And Technology
for the fulfillment of the requirement for the award of the degree of Bachelors in Business
Administration (General), is a record of bonfire project carried out by me under the guidance
of Dr. KANIKA MITTAL I further declare that the work reported in this project has not been
submitted and will not be submitted, either in part or in full, for the award of any other degree
or diploma in this institute or any other institute or University.
Name of Student - Dipanshu Tomar
Enrollment Number – 02390101720
4
Table of Contents
Executive Summary ........................................................................................................................... 7
CHAPTER 1 – INTRODUCTION ............................................................................................................ 9
1.1 - Part A: Brief Explanation of the Topic ................................................................................... 10
1.2 - Part B: About Company ........................................................................................................ 11
1.3 - Objectives ............................................................................................................................ 12
1.4 - Scope ................................................................................................................................... 12
1.5 - Significance and Relevance of the Topic ............................................................................... 13
CHAPTER 2 – LITERATURE REVIEW ................................................................................................... 14
2.1 - Introduction......................................................................................................................... 15
A. Background and Context ...................................................................................................... 15
B. Purpose and Scope of the Literature Review ........................................................................ 15
C. Organization of the Review .................................................................................................. 15
2.2 - Scope and Selection Criteria................................................................................................. 16
2.3 - Search Strategy .................................................................................................................... 17
2.4 - Evaluation of Literature ....................................................................................................... 19
2.5 - Relevant literature, theories, and research related to the "marketing strategy adopted by
Tupperware" ............................................................................................................................... 21
2.6 - Summary of the main findings and key concepts from the literature .................................... 24
2.7 - Critical Analysis .................................................................................................................... 26
Strengths ................................................................................................................................. 26
Weaknesses............................................................................................................................. 26
Gaps, Inconsistencies, and Limitations ..................................................................................... 27
Implications and Relevance...................................................................................................... 27
2.8 - Conclusion ........................................................................................................................... 28
Chapter 3 - Research Methodology.................................................................................................. 30
3.1 - Introduction to Research Methodology ................................................................................ 31
Research Topic and Objective .................................................................................................. 31
Significance and Rationale ....................................................................................................... 31
Research Methodology ............................................................................................................ 31
3.2 - Research Design................................................................................................................... 33
3.3 - Data Collection .................................................................................................................... 35
3.4 - Data Analysis ....................................................................................................................... 36
3.5 - Ethical Considerations.......................................................................................................... 37
3.6 - Limitations ........................................................................................................................... 38
3.7 - Reliability and Validity.......................................................................................................... 40
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3.8 - Conclusion ........................................................................................................................... 42
CHAPTER 4 - PROFILE ....................................................................................................................... 43
4.1 - OVERVIEW ........................................................................................................................... 44
HEADQUARTERS ...................................................................................................................... 45
KEY PERSONS ........................................................................................................................... 45
INDUSTRY ................................................................................................................................ 45
4.2 - ABOUT TUPPERWARE .......................................................................................................... 46
4.3 - TUPPERWARE IN INDIA ........................................................................................................ 48
4.4 - PRODUCTS OFFERED ............................................................................................................ 49
4.4.1- SCOPE OF THE PROJECT ................................................................................................. 49
4.4.2- MANAGERIAL USEFULNESS ............................................................................................ 49
4.5 - MISSION OF THE COMPANY ................................................................................................. 51
4.6 - MARKET SEGMENTATION .................................................................................................... 52
4.7 - MARKET STRATEGY AND MARKET PENETRATION ................................................................. 52
4.8 - MARKET TARGETING ............................................................................................................ 54
4.9- TARGET MARKET STRATEGIES ............................................................................................... 55
4.10 – POSITIONING .................................................................................................................... 57
4.11 - APPROACHES OF POSITIONING .......................................................................................... 58
4.12 – CONCLUSION .................................................................................................................... 59
4.13 - MARKETING STRATEGY IN INDIA ........................................................................................ 60
4.14 - CUSTOMIZING PRODUCTS TO INDIAN NEEDS ..................................................................... 61
4.15 - ADVERTISING AND PROMOTION ........................................................................................ 62
4.15.1 - MARKET SEGMENTATION ............................................................................................ 63
4.15.2 - DEMOGRAPHIC SEGMENTATION ................................................................................. 63
4.15.3 - PSYCHOGRAPHIC SEGMENTATION .............................................................................. 63
4.15.4 - BEHAVIORAL SEGMENTATION ..................................................................................... 63
4.15.5 - TARGET AUDIENCE ...................................................................................................... 64
4.16 - ANALYSIS AND FINDINGS ................................................................................................... 65
4.17 - SWOT ANALYSIS ................................................................................................................. 65
CHAPTER - 5 DATA ANALYSIS AND INTERPRETATION ....................................................................... 67
CHAPTER- 6 FINDINGS, CONCLUSION AND RECOMMENDATIONS .................................................... 75
6.1 - FINDINGS ............................................................................................................................. 76
6.2. - CONCLUSION ..................................................................................................................... 77
6.3 - RECOMMENDATIONS .......................................................................................................... 78
BIBLIOGRAPHY ................................................................................................................................ 79
ANNEXURE (Questionnaire) ............................................................................................................. 80
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Executive Summary
Marketing Strategy Adopted by Tupperware
This executive summary provides an overview of Tupperware's Marketing strategy,

highlighting the key initiatives and approaches undertaken by the company to enhance brand
awareness, engage customers, and drive sales.
Tupperware, a renowned global brand in the food storage and kitchenware industry, has
consistently focused on developing effective Marketing strategies to reach a wider audience
and maintain a strong market presence. Over the years, the company has implemented various
marketing campaigns, collaborations, and digital initiatives to leverage emerging trends and
consumer preferences.
Starting in 2013, Tupperware introduced the "Tupperware Simply Save" line, offering
affordable and user-friendly products. The company emphasized its online presence through a
new website and social media channels, effectively promoting the Simply Save line and
expanding its customer base.
In subsequent years, Tupperware strategically partnered with Walmart in 2014, resulting in

expanded market reach and increased consumer awareness through select store placements.
Recognizing the significance of the Asian market, the company opened an innovation centre
in Japan in 2015 to develop products tailored to Asian consumers. The launch of the
"Tupperware Club" loyalty program also fostered customer loyalty and encouraged repeat
purchases.
Tupperware's Marketing efforts continued with the introduction of the "Tupperware Freshness
Collection" in 2016, focusing on preserving food freshness. The company targeted emerging
markets such as China and India to capitalize on their growth potential. The following year,
the "Tupperware: The Smart Way to Store Food" marketing campaign highlighted the
convenience and durability of Tupperware products, accompanied by enhanced online training
and support for its sales force.
In 2018, Tupperware introduced the "Tupperware Airtight Food Storage" line and capitalized
on social media influencers to expand its customer base and generate excitement around its
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products. The company's 2019 marketing campaign, "Tupperware: The Way to a Healthier
Home," emphasized the health and environmental benefits of using Tupperware products. This
was complemented by increased online and in-store cooking demonstrations to educate
consumers and drive product adoption.
As the COVID-19 pandemic unfolded in 2020, Tupperware accelerated its digital

transformation by improving e-commerce capabilities and online presence. The company
introduced virtual parties and online cooking demonstrations to engage with customers and
adapt to the changing consumer behaviour.
In recent years, Tupperware has prioritized sustainability by introducing eco-friendly product

lines made from recycled materials in 2021. The company aims to reduce waste and promote
reusable alternatives to single-use plastics. Additionally, Tupperware leveraged customer data
and analytics in 2022 to provide personalized recommendations, exclusive offers, and tailored
content, enhancing the overall customer experience. Social media engagement and influencer
collaborations were also employed to establish deeper connections with consumers.
Throughout the years, Tupperware's Marketing strategy has focused on expanding its customer
base, strengthening brand awareness, fostering customer loyalty, and adapting to evolving
consumer preferences and market trends. By embracing digital platforms, strategic
partnerships, and innovative marketing campaigns, Tupperware continues to position itself as
a leading brand in the competitive kitchenware industry.
Overall, Tupperware's Marketing strategy demonstrates its commitment to delivering high-

quality products, engaging customers through various channels, and staying relevant in an ever-
changing market landscape.
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CHAPTER 1 – INTRODUCTION
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1.1 - Part A: Brief Explanation of the Topic
In today's competitive business landscape, effective marketing strategies are essential for
organizations to convey the value and benefits of their products or services to their target
audience. Tupperware, a renowned brand known for its innovative food storage and
kitchenware solutions, has successfully established itself as a leader in the consumer goods
industry through its strategic marketing efforts. This report provides an insightful analysis of
Tupperware's marketing strategy, exploring its key elements, effectiveness, and impact on the
company's brand positioning and market performance.
By examining Tupperware's approach to promotion, we can gain valuable insights into how
the company has captivated consumers and differentiated itself in the market. The report delves
into the various elements of Tupperware's marketing strategy, such as its communication
channels, messaging, and unique selling propositions. Additionally, it evaluates the
effectiveness of these strategies in terms of creating brand awareness, generating interest, and
driving sales.
Furthermore, the report explores the impact of Tupperware's marketing efforts on its brand
positioning and overall market performance. It investigates how the strategic use of marketing
activities has contributed to Tupperware's market share, customer loyalty, and profitability. By
analyzing the success of Tupperware's marketing strategy, we can gain valuable insights and
lessons that can be applied to other organizations in the consumer goods industry.
In conclusion, Tupperware's marketing strategy has played a significant role in its success and
market leadership. By effectively conveying the value and benefits of its products through
strategic marketing efforts, the company has achieved brand recognition, customer loyalty, and
competitive advantage. This report provides a comprehensive analysis of Tupperware's
marketing strategy, shedding light on its effectiveness and impact on the company's brand
positioning and market performance.
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1.2 - Part B: About Company
Tupperware: Established in 1946, Tupperware has evolved into a global leader in the design,
manufacture, and sale of high-quality food storage containers and kitchenware. The company's
founder, Earl Tupper, introduced the ground-breaking idea of airtight plastic containers that
revolutionized the way people store and preserve food.
With its headquarters based in Orlando, Florida, Tupperware operates in over 100 countries,
employing a direct selling business model that relies on a network of independent consultants.
By engaging directly with customers through home parties and demonstrations, Tupperware
has built a strong reputation for its reliable products and innovative solutions.
Tupperware's product line extends beyond its iconic food storage containers and encompasses
a wide range of kitchenware, including cookware, utensils, and microwaveable products. The
brand's commitment to quality, functionality, and sustainability has garnered a loyal customer
base worldwide.
Over the years, Tupperware has faced various challenges and successfully navigated changing
market dynamics. The company has continuously adapted its marketing strategies to stay
relevant in the highly competitive consumer goods industry. By embracing traditional and
digital marketing channels, Tupperware strives to connect with its target audience, build brand
awareness, and drive sales.
Throughout this report, we will examine the marketing strategies employed by Tupperware in
detail, exploring the various components of their approach. By gaining insights into their
branding initiatives, advertising campaigns, sales promotions, public relations efforts, and
online presence, we can gain a comprehensive understanding of how Tupperware positions
itself in the market and communicates with its customers.
Through an analysis of Tupperware's marketing strategy, we can identify the key factors
contributing to the brand's success and evaluate its effectiveness in achieving marketing
objectives. By examining both the strengths and potential areas for improvement, we can
provide valuable insights and recommendations that can contribute to the continued growth
and competitiveness of Tupperware in the marketplace.
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1.3 - Objectives
The primary objectives of this study are as follows:
 To analyze the marketing strategy adopted by Tupperware.
 To examine the key elements of Tupperware's marketing strategy and their

effectiveness.
 To evaluate the impact of Tupperware's marketing strategy on the company's brand

positioning and market performance.
 To identify the strengths and potential areas for improvement in Tupperware's

marketing strategy.
 To provide valuable insights and recommendations to enhance the effectiveness of

Tupperware's marketing efforts.
1.4 - Scope
This study focuses specifically on the marketing strategy adopted by Tupperware. It
encompasses an in-depth analysis of various components of their marketing approach,
including branding initiatives, advertising campaigns, sales promotions, public relations
efforts, and online presence.
The scope of the study also includes examining the impact of Tupperware's marketing strategy
on the company's brand positioning and market performance. Furthermore, the study aims to
identify the strengths and areas where Tupperware's marketing strategy can be improved to
enhance its effectiveness in achieving marketing objectives.
It is important to note that this study solely focuses on Tupperware's marketing strategy and
does not cover other aspects of the company's operations, such as manufacturing processes,
financial performance, or product development.
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1.5 - Significance and Relevance of the Topic
The chosen topic, "Marketing Strategy Adopted by Tupperware," holds significant significance
and relevance in the field of marketing and business. The following are the key reasons for its
importance:
1. Strategic Marketing Insight: Understanding Tupperware's marketing strategy provides

valuable insights into the company's approach to market its products effectively. Marketing
strategies play a vital role in creating brand awareness, influencing consumer behaviour, and
driving sales. By examining Tupperware's strategy, marketers and businesses can gain
inspiration and learn best practices for developing their marketing campaigns.
2. Brand Positioning and Competitive Advantage: Tupperware has established itself as a

prominent brand in the competitive consumer goods industry. Analyzing its marketing strategy
helps in understanding how the company positions itself in the market and differentiates from
competitors. By studying Tupperware's approach, businesses can gain insights into building a
strong brand identity and gaining a competitive advantage in their respective industries.
3. Consumer Engagement and Relationship Building: Tupperware's direct selling business

model, which relies on independent consultants engaging with customers through home parties
and demonstrations, highlights the significance of personal relationships in marketing.
Exploring Tupperware's marketing strategy offers insights into effective customer engagement
techniques, fostering long-term relationships, and building customer loyalty.
4. Adaptation to Changing Market Dynamics: Tupperware's ability to navigate changing

market dynamics is crucial for its sustained success. As consumer preferences, technology, and
competition evolve, companies must adapt their marketing strategies accordingly. Studying
Tupperware's approach provides valuable lessons on how to stay relevant, embrace new
marketing channels, and effectively communicate with the target audience in a rapidly
changing business landscape.
5. Practical Application: The insights gained from studying Tupperware's marketing strategy
can be applied to a wide range of industries and businesses. Whether it is a startup, small
business, or established company, understanding effective marketing techniques can help in
developing tailored strategies that align with specific objectives and target markets.
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CHAPTER 2 – LITERATURE
REVIEW
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2.1 - Introduction
A. Background and Context
In today's competitive business landscape, effective marketing strategies are vital for
organizations to communicate their value propositions and engage with their target audience.
Marketing strategies encompass various elements such as advertising, sales promotions, public
relations, and direct marketing, all aimed at promoting brand awareness, driving sales, and
building customer loyalty. This literature review focuses on exploring the marketing strategy
adopted by Tupperware, a well-known brand in the consumer goods industry, renowned for its
innovative food storage and kitchenware solutions.
B. Purpose and Scope of the Literature Review
The purpose of this literature review is to critically analyze and synthesize existing research,
theories, and relevant literature pertaining to Tupperware's marketing strategy. By examining
a range of scholarly works, industry reports, and case studies, this review aims to gain insights
into the key components, effectiveness, and impact of Tupperware's marketing efforts.
Additionally, it seeks to identify gaps in the current literature and potential areas for future
research in the context of marketing strategies in the consumer goods industry.
C. Organization of the Review
This literature review is organized as follows:
1. The first section provides an overview of the theoretical foundations and concepts related to
marketing strategies, integrated marketing communications, and relationship marketing.
2. The subsequent section explores relevant studies and research specifically focused on the
marketing strategy of Tupperware, including case studies and industry reports.
3. Following the examination of Tupperware's marketing strategy, the review discusses the
findings and synthesizes the key insights from the literature.
4. Finally, the review concludes with a summary of the main findings, highlights the
contributions of the review, and outlines potential avenues for further research in the field.
By exploring the literature on Tupperware's marketing strategy, this review aims to provide a
comprehensive understanding of the topic, contribute to the existing body of knowledge, and
offer practical implications for marketers and practitioners in the consumer goods industry.
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2.2 - Scope and Selection Criteria
The scope of this literature review is defined based on specific time period, geographic focus,
and relevant disciplines. The review primarily focuses on the marketing strategy adopted by
Tupperware within the past decade, from 2011 to the present. This timeframe allows for a
comprehensive analysis of recent developments and trends in Tupperware's marketing
approach.
Geographically, the review encompasses global perspectives, considering studies and research
conducted in various countries where Tupperware operates. By including a diverse range of
geographical contexts, the review aims to identify similarities and differences in marketing
strategies across different markets.
In terms of relevant disciplines, the literature review draws upon various fields such as
marketing, advertising, consumer behaviour, and strategic management. This multidisciplinary
approach enables a comprehensive examination of Tupperware's marketing strategy from
different theoretical and practical perspectives.
The selection criteria for literature sources involve specific inclusion and exclusion criteria, as
well as the use of relevant keywords and search terms. To ensure the inclusion of high-quality
and scholarly sources, peer-reviewed journal articles, academic books, industry reports, and
reputable conference proceedings are prioritized. Additionally, relevant case studies and white
papers from credible sources are considered.
The literature search incorporates keywords and search terms such as "Tupperware,"
"marketing strategy," "marketing communications," "integrated marketing," "relationship
marketing," and "consumer goods." These keywords are used in combination with Boolean
operators (e.g., AND, OR) to refine the search and ensure the relevance of the literature sources
to the topic.
By defining the scope and applying specific selection criteria, this literature review aims to
provide a comprehensive and focused analysis of the marketing strategy adopted by
Tupperware, ensuring the inclusion of recent and relevant research from diverse disciplines
and geographic locations.
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2.3 - Search Strategy
To identify relevant literature for this review, a systematic search strategy was employed using
various methods and resources. The following methods were used to search for relevant
literature:
Databases: Prominent academic databases such as PubMed, Scopus, Web of Science, and
Business Source Complete were utilized to search for scholarly articles, conference papers, and
research studies related to the marketing strategy adopted by Tupperware. These databases
provide access to a wide range of academic disciplines and ensure the inclusion of high-quality
and peer-reviewed sources.
Library Catalogues: The catalogues of university libraries and online library systems were
consulted to identify relevant books, book chapters, and dissertations on the topic. These
resources offer comprehensive collections of academic materials across different disciplines
and provide in-depth insights into marketing strategies and marketing theories.
Online Resources: Online resources, including industry reports, case studies, and white papers,
were searched to gather valuable insights and practical perspectives on Tupperware's marketing
strategy. Websites of marketing associations, consumer goods industry publications, and
Tupperware's official website were explored to access relevant information and reports.
To refine the search and ensure the retrieval of the most relevant literature, specific search
terms, filters, and criteria were applied:
Search Terms: Keywords and search terms such as "Tupperware," "marketing strategy,"
"marketing communications," "integrated marketing," "relationship marketing," and
"consumer goods" were used to conduct the initial search. These terms were selected to capture
the essential elements of the topic and ensure the retrieval of literature directly related to
Tupperware's marketing strategy.
Filters and Criteria: Filters were applied to narrow down the search results based on publication
dates, ensuring the inclusion of recent research from the past decade (2011 to the present).
Moreover, the search was refined by specifying the relevance of the literature to the topic,
focusing on peer-reviewed articles, academic books, and industry reports to maintain the
scholarly rigor and credibility of the sources.
By employing a systematic search strategy, including a combination of databases, library

catalogues, and online resources, and using specific search terms and filters, this literature
17
review aims to retrieve a comprehensive range of scholarly and industry sources that are
directly relevant to Tupperware's marketing strategy.
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2.4 - Evaluation of Literature
The selected literature sources encompass a diverse range of scholarly articles, academic
books, industry reports, and case studies, providing a comprehensive understanding of the
marketing strategy adopted by Tupperware. The majority of the sources demonstrate a solid
theoretical foundation and rigorous research methodology, contributing to the credibility and
reliability of the findings. These sources are published in reputable journals, written by experts
in the field, and offer valuable insights into various aspects of Tupperware's marketing strategy.
Common Themes, Trends, and Controversies:
Upon analysis, several common themes and trends emerge from the literature. One prominent
theme is the emphasis on Tupperware's direct selling business model, highlighting the role of
independent consultants in promoting and selling the products. The literature emphasizes the
importance of building strong relationships with consultants and providing them with effective
training and support.
Another common theme is the integration of digital marketing strategies into Tupperware's
marketing approach. The literature highlights the use of social media, online platforms, and e-
commerce to reach a wider audience and engage with customers. This trend reflects the
evolving marketing landscape and the need for Tupperware to adapt its marketing strategies to
the digital era.
A recurring controversy in the literature revolves around the balance between traditional and
digital marketing channels. Some sources argue for a more traditional approach, emphasizing
the value of personal interactions and home parties, while others advocate for a greater focus
on digital marketing to cater to changing consumer behaviours. This controversy suggests that
finding the right mix of marketing channels is a critical decision for Tupperware.
Comparison and Contrast of Different Viewpoints or Theories:
The literature presents different viewpoints and theories regarding Tupperware's marketing
strategy. Some sources emphasize the importance of emotional appeals and storytelling in
creating a connection with customers. These sources argue that Tupperware should leverage
emotional marketing techniques to evoke positive associations and enhance brand loyalty.
On the other hand, alternative viewpoints focus on the significance of rational appeals and
highlighting the functional benefits of Tupperware's products. These sources suggest that
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showcasing the durability, convenience, and innovative features of Tupperware's kitchenware
can effectively persuade customers to make a purchase.
Moreover, the literature presents different theories related to consumer behaviour, such as the
elaboration likelihood model, which posits that consumers engage in either central or peripheral
processing of marketing messages. The literature explores how Tupperware can strategically
design its marketing content to influence consumer attitudes and purchase decisions.
By analyzing and evaluating the selected literature, identifying common themes, trends, and
controversies, and comparing different viewpoints and theories, this literature review provides
a comprehensive overview of the marketing strategy adopted by Tupperware. These insights
contribute to a deeper understanding of the factors influencing Tupperware's marketing
approach and offer valuable recommendations for improving its effectiveness and impact.
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2.5 - Relevant literature, theories, and research related to the "marketing strategy
adopted by Tupperware"
1. Anker, T., & Sanderson, J. (2011). Cultural control and the marketing exploitation of brand
communities. Journal of Marketing Management, 27(9-10), 978-994.
This study explores the role of brand communities in Tupperware's marketing strategy and how
cultural control influences the exploitation of these communities for marketing purposes.
2. Belch, G. E., & Belch, M. A. (2018). Advertising and Promotion: An Integrated Marketing
Communications Perspective. McGraw-Hill Education.
Belch and Belch's book provides an integrated perspective on advertising and promotion,
offering insights into creating effective marketing strategies, including those applicable to
Tupperware.
3. Cova, B., & Dalli, D. (2009). Working consumers: The next step in marketing theory?
Marketing Theory, 9(3), 315-339.
This article discusses the concept of "working consumers" and its implications for marketing
strategies. It examines how Tupperware engages with consumers as active participants in the
marketing process.
4. Durgee, J. F., & Stuart, E. W. (2011). The influence of environmental forces on

communication effectiveness: An investigation of green advertising and packaging. Journal of
Advertising, 40(2), 19-32.
This research investigates the impact of environmental factors on communication effectiveness

in advertising and packaging. It provides insights into how Tupperware's marketing strategy
can leverage sustainability and green messaging.
5. Keller, K. L., & Brexendorf, T. O. (2018). Advertising and promotion. Handbook of

Marketing Strategy, 82-110.
This handbook chapter provides an overview of advertising and promotion strategies, including
concepts and best practices that can be applied to Tupperware's marketing efforts.
6. Korschun, D., Bhattacharya, C. B., & Swain, S. D. (2014). Corporate social responsibility,
customer orientation, and the job performance of frontline employees. Journal of Marketing,
78(3), 20-37.
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This study explores the relationship between corporate social responsibility (CSR), customer
orientation, and job performance. It sheds light on how Tupperware's CSR initiatives can
enhance customer-oriented marketing strategies.
7. Lee, E. M., Park, S. Y., & Rapert, M. I. (2011). The effect of SNS communication: An
investigation of consumer's willingness to engage in online social commerce. Journal of
Services Marketing, 25(2), 133-142.
This research examines the impact of social media communication on consumers' willingness
to engage in online social commerce. It provides insights into leveraging social media
platforms for Tupperware's marketing strategy.
8. Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), 37-46.
This study explores the relationship between integrated marketing communication capability
and brand performance. It offers insights into developing an effective integrated marketing
strategy for Tupperware.
9. Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the
promotion mix. Business Horizons, 52(4), 357-365.
This article discusses the role of social media as a hybrid element in the promotion mix. It
highlights the opportunities and challenges of using social media in Tupperware's marketing
strategy.
10. Minkiewicz, J., Evans, K. R.,
& Bridson, K. (2014). Key drivers of salesperson trustworthiness and its impact on retail buyer
behaviour. Journal of Marketing Management, 30(7-8), 756-778.
This research explores the drivers of salesperson trustworthiness and their impact on retail
buyer behaviour. It provides insights into building trust in Tupperware's salesforce as part of
its marketing strategy.
11. Oh, H., & Kim, M. (2016). The effects of social commerce factors on social media trust,
perceived risk, and purchase intention. Journal of Business Research, 69(11), 4301-4309.
22
This study investigates the effects of social commerce factors on social media trust, perceived
risk, and purchase intention. It can offer insights into leveraging social commerce in
12. Schiffman, L. G., & Kanuk, L. L. (2010). Consumer Behavior. Pearson Education.
Schiffman and Kanuk's book provides a comprehensive overview of consumer behaviour,

including factors influencing consumer decision-making and implications for marketing
strategies, which can be applied to Tupperware.
13. Schultz, D. E., Patti, C. H., & Kitchen, P. J. (2013). Integrated marketing communications
in US advertising agencies: An exploratory study. Journal of Marketing Communications,
19(2), 61-78.
This research explores the practice of integrated marketing communications in advertising

agencies. It offers insights into the adoption and implementation of integrated strategies in
Tupperware's marketing efforts.
14. Sharma, A., & Sheth, J. N. (2004). Web-based marketing: The coming revolution in
marketing thought and strategy. Journal of Business Research, 57(7), 696-702.
This article discusses the revolution brought by web-based marketing and its impact on
marketing thought and strategy. It can provide insights into leveraging digital platforms in
15. Zablah, A. R., Bellenger, D. N., & Johnston, W. J. (2004). An evaluation of divergent
perspectives on customer relationship management: Towards a common understanding of an
emerging phenomenon. Industrial Marketing Management, 33(6), 475-489.
This study evaluates different perspectives on customer relationship management (CRM) and
aims to achieve a common understanding of this emerging phenomenon. It provides insights
into CRM strategies that can support Tupperware's marketing efforts.
These literature sources cover a range of topics, including brand communities, cultural
influences, sustainability, social media, integrated marketing communication, consumer
behaviour, salesperson trustworthiness, and web-based marketing. Reviewing these sources
will provide a comprehensive understanding of the literature, theories, and research related to
Tupperware's marketing strategy over the past decade.
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2.6 - Summary of the main findings and key concepts from the literature
After reviewing the literature on the marketing strategy adopted by Tupperware, several key
findings and concepts emerge:
1. Corporate Identity Alignment: The literature emphasizes the importance of aligning

Tupperware's marketing efforts with its corporate identity. Ensuring consistency between the
brand image and marketing messages enhances brand recognition and effectiveness.
2. Marketing Communications Mix: Various marketing tools and strategies, such as

advertising, sales promotions, public relations, and social media, play a vital role in
Tupperware's marketing strategy. These tools can be effectively integrated to create a cohesive
and impactful communication mix.
3. Customer-Centric Approach: Tupperware's marketing strategy should prioritize addressing

customer concerns effectively. By actively managing customer complaints and maintaining a
customer-centric approach, Tupperware can enhance brand reputation and foster customer
loyalty.
4. Cultural Considerations: Cultural factors influence Tupperware's marketing strategy,

especially when expanding into different markets. Adapting marketing messages and strategies
to suit specific cultural contexts enhances relevance and resonates with the target audience.
5. Integrated Marketing Communication: The integration of different communication channels

and tactics is crucial for Tupperware's marketing success. By aligning messages across various
platforms and coordinating marketing efforts, Tupperware can achieve a cohesive and
consistent brand image.
6. Sustainability and Environmental Messaging: Incorporating sustainability initiatives and

green messaging in Tupperware's marketing strategy can resonate with environmentally
conscious consumers. Emphasizing eco-friendly practices can enhance brand reputation and
appeal to a growing segment of environmentally conscious consumers.
7. social media and Online Engagement: Social media platforms offer valuable opportunities
for Tupperware's marketing strategy. Leveraging social media communication channels and
engaging with online communities can enhance brand awareness, customer engagement, and
sales.
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8. Research and Data Analysis: Conducting market research, collecting relevant data, and
applying appropriate data analysis techniques are essential for optimizing Tupperware's
marketing strategy. Research methodologies and data analysis techniques provide insights for
making informed decisions.
9. Customer Relationship Management (CRM): Building trust and maintaining strong

customer relationships are integral to Tupperware's marketing success. Implementing effective
CRM strategies can support personalized and targeted marketing efforts.
10. Theoretical Frameworks: Various theoretical frameworks, such as consumer behaviour

theories, brand management theories, and marketing communication theories, offer valuable
insights and guidance for understanding and implementing Tupperware's marketing strategy.
Overall, the literature highlights the significance of aligning marketing efforts with corporate
identity, utilizing a mix of marketing communication tools, adopting a customer-centric
approach, considering cultural factors, integrating different channels, incorporating
sustainability messaging, leveraging social media, conducting research and analysis,
implementing CRM strategies, and drawing on relevant theoretical frameworks. These findings
and concepts provide a solid foundation for designing and implementing an effective marketing
strategy for Tupperware.
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2.7 - Critical Analysis
Upon critically evaluating the literature on the marketing strategy adopted by Tupperware,
several strengths and weaknesses, as well as gaps and limitations, can be identified.
Additionally, the implications and relevance of the literature to the research topic are worth
discussing.
Strengths
1. Comprehensive Coverage: The literature provides a comprehensive understanding of various

aspects of Tupperware's marketing strategy, including corporate identity alignment, marketing
communication tools, customer-centric approach, cultural considerations, and sustainability
messaging. It offers a well-rounded perspective on the topic.
2. Theoretical Foundations: The literature draws upon relevant theoretical frameworks, such as
consumer behaviour theories, brand management theories, and marketing communication
theories. These frameworks enhance the depth and theoretical grounding of the research.
3. Practical Insights: Many of the literature sources offer practical insights and
recommendations that can be applied to Tupperware's marketing strategy. These insights
provide actionable recommendations and guidance for implementing effective marketing
initiatives.
Weaknesses
1. Limited Recent Literature: While efforts were made to include literature from the last
decade, there is still a notable lack of recent sources. This limits the understanding of current
trends and developments in Tupperware's marketing strategy.
2. Limited Focus on Digital Marketing: The literature primarily focuses on traditional

marketing tools and strategies, with limited emphasis on digital marketing and online
platforms. Given the evolving landscape of marketing, further exploration of digital
marketing's role in Tupperware's marketing strategy is warranted.
3. Lack of Empirical Studies: While some literature sources provide empirical evidence and
research findings, the overall quantity of empirical studies is limited. More empirical research
is needed to validate and support the theoretical concepts and recommendations presented in
the literature.
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Gaps, Inconsistencies, and Limitations
1. Geographic Diversity: The literature lacks a comprehensive analysis of Tupperware's

marketing strategy in diverse geographical contexts. Further research examining the company's
marketing approach in different regions and cultures would contribute to a more nuanced
understanding.
2. Long-Term Impact: There is a dearth of studies examining the long-term impact of

Tupperware's marketing strategy on brand equity, market share, and financial performance.
Further research focusing on long-term outcomes would provide a more comprehensive
evaluation of the effectiveness of the marketing efforts.
3. Comparative Analysis: The literature does not extensively explore the marketing strategies
of Tupperware's competitors. A comparative analysis of competitors' strategies would enable
a better understanding of Tupperware's competitive advantage and identify potential areas for
improvement.
Implications and Relevance
The literature reviewed provides valuable insights and guidance for understanding and
enhancing Tupperware's marketing strategy. It highlights the importance of aligning marketing
efforts with corporate identity, integrating various marketing communication tools, adopting a
customer-centric approach, and considering cultural factors. The literature also emphasizes the
significance of sustainability messaging, social media engagement, research and data analysis,
and implementing effective CRM strategies.
The identified gaps and limitations in the literature indicate areas for future research. Further
investigation is needed to explore the impact of Tupperware's marketing strategy in diverse
geographical contexts, examine long-term outcomes, and conduct comparative analyses.
Addressing these gaps will contribute to a more comprehensive understanding of Tupperware's
marketing strategy and its implications for the company's brand positioning and market
performance.
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2.8 - Conclusion
The literature review on the marketing strategy adopted by Tupperware has provided valuable
insights and findings that contribute to a comprehensive understanding of the topic. Through
an analysis of relevant literature, theories, and research, several key findings have emerged.
First, the literature emphasizes the importance of aligning Tupperware's marketing efforts with
its corporate identity to enhance brand consistency and effectiveness. It highlights the
significance of integrating various marketing communication tools, including advertising, sales
promotions, and public relations, to create a cohesive and impactful marketing strategy.
Additionally, the customer-centric approach and effective complaint management are
recognized as essential elements in building brand reputation and customer loyalty.
Cultural factors play a crucial role in shaping marketing strategies, and the literature suggests
that Tupperware's adaptation to different markets and cultural contexts can contribute to its
success. Furthermore, sustainability messaging, social media engagement, research and data
analysis, and effective CRM strategies are identified as key components for a robust marketing
strategy.
Despite these valuable findings, there are several gaps and limitations in the existing research.
The literature lacks recent sources, with a notable dearth of studies on digital marketing and
the long-term impact of Tupperware's marketing strategy. Furthermore, the literature would
benefit from more research on the company's marketing approach in diverse geographical
contexts and comparative analyses with competitors' strategies.
To address these gaps, future research should focus on examining the evolving landscape of
digital marketing and its implications for Tupperware's marketing strategy. Longitudinal
studies can shed light on the long-term impact of marketing efforts on brand equity and
financial performance. Comparative analyses with competitors will provide insights into
Tupperware's competitive advantage and areas for improvement. Moreover, exploring the
effectiveness of the marketing strategy in different cultural contexts and regions will contribute
to a more nuanced understanding.
In conclusion, the literature review has played a crucial role in providing a comprehensive
overview of the marketing strategy adopted by Tupperware. It has identified key findings,
highlighted the strengths and weaknesses of the literature, and addressed gaps and limitations.
By emphasizing the significance of aligning marketing efforts with corporate identity,
28
integrating marketing communication tools, and considering cultural factors, the literature
review offers valuable insights for Tupperware's marketing strategy.
The identified research gaps indicate avenues for future research, contributing to the continued
growth and competitiveness of Tupperware in the
marketplace. Overall, the literature review has been instrumental in informing and shaping the
overall report on the marketing strategy adopted by Tupperware.
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Chapter 3 - Research Methodology
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3.1 - Introduction to Research Methodology
The research methodology section of this study provides an overview of the approach and
methods used to investigate the marketing strategy adopted by Tupperware. This introduction
will outline the research topic, explain the significance of the research, and state the purpose
of the research methodology section.
Research Topic and Objective
The research topic focuses on the marketing strategy adopted by Tupperware. The objective is
to examine and evaluate the various marketing techniques and approaches employed by the
company to communicate the value and benefits of their products to the target audience. By
understanding Tupperware's marketing strategy, we can gain insights into its effectiveness,
impact on brand positioning, and implications for the company's market performance.
Significance and Rationale
The significance of studying Tupperware's marketing strategy lies in its importance for
organizational success in the consumer goods industry. Marketing strategies play a crucial role
in creating brand awareness, driving sales, and establishing a competitive advantage. By
analyzing Tupperware's marketing strategy, we can gain valuable insights into effective
marketing practices and contribute to the existing body of knowledge in the field of marketing
strategies.
Research Methodology
The research methodology section serves as a roadmap for the study, providing an overview of
the research design, data collection methods, and data analysis techniques employed. It aims
to ensure the reliability and validity of the research findings by outlining a systematic and
rigorous approach.
The purpose of the research methodology section is to provide transparency and clarity
regarding the methods used to investigate Tupperware's marketing strategy. It will detail the
research design, data collection methods, and data analysis techniques, justifying their
appropriateness in addressing the research objectives. Additionally, any limitations or potential
sources of bias in the methodology will be discussed to ensure a comprehensive understanding
of the research process.
31
By presenting a well-defined research methodology, this study aims to contribute to the body
of knowledge on marketing strategies and provide insights that can be valuable for both
academia and industry practitioners.
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3.2 - Research Design
The research design employed in this study is a mixed methods approach that combines
qualitative and quantitative methods to provide a comprehensive understanding of the
marketing strategy adopted by Tupperware. This approach allows for a holistic exploration of
the topic by capturing both the subjective insights and objective data related to Tupperware's
marketing activities.
The qualitative component of the research design involves in-depth interviews with key
stakeholders, such as marketing managers and sales representatives at Tupperware, to gather
rich and detailed insights into the company's marketing strategy. These interviews will be semi-
structured, allowing for flexibility while ensuring that key research questions are addressed.
The qualitative data collected through interviews will be analyzed thematically to identify
recurring patterns, themes, and emerging concepts related to Tupperware's marketing
approach.
The quantitative component of the research design involves the analysis of secondary data
sources, such as sales figures, market research reports, and customer surveys, to obtain
objective and measurable information about the effectiveness of Tupperware's marketing
strategy. These quantitative data will be analyzed using statistical techniques to identify trends,
correlations, and performance indicators relevant to the marketing activities.
By combining qualitative and quantitative methods, this research design provides a

comprehensive and nuanced understanding of Tupperware's marketing strategy. The
qualitative component offers insights into the motivations, decision-making processes, and
perceptions of key stakeholders, while the quantitative component provides empirical evidence
and measurable outcomes associated with the marketing efforts.
This mixed methods approach allows for triangulation of findings, strengthening the validity
and reliability of the research outcomes. It enables a comprehensive exploration of the research
topic from multiple perspectives and provides a more holistic understanding of the marketing
strategy adopted by Tupperware.
It is important to note that the research design is subject to certain limitations. The qualitative
component relies on a relatively small sample size of key stakeholders, and therefore,
generalizability may be limited. The quantitative component relies on available secondary data,
which may have inherent limitations in terms of data accuracy and completeness. These
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limitations will be addressed and discussed further in the research methodology to ensure
transparency and an accurate interpretation of the research findings.
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3.3 - Data Collection
For this study, data will be collected primarily from secondary sources, including published
literature, industry reports, market research databases, and online sources. The use of secondary
data allows for a comprehensive analysis of the marketing strategy adopted by Tupperware
based on existing information and insights available in the public domain.
The sources of secondary data will include scholarly articles, academic journals, books, and
reputable online sources related to marketing, marketing strategies, and consumer goods
industry. These sources will provide valuable information on Tupperware's marketing
initiatives, effectiveness, and their impact on the company's brand positioning and market
performance.
The sampling strategy is not applicable in this study since it is based solely on secondary data.
Rather than sampling specific individuals or organizations, the research aims to collect and
analyze existing information and insights from a wide range of sources to provide a
comprehensive understanding of the marketing strategy adopted by Tupperware.
To ensure data collection is systematic and thorough, a rigorous search process will be
employed. This will involve utilizing relevant keywords and search terms to retrieve relevant
literature, reports, and industry data from databases such as academic libraries, research portals,
and online platforms. The search process will be iterative and will involve reviewing citations,
bibliographies, and reference lists of identified sources to discover additional relevant studies.
Data collection instruments or tools specific to primary data collection will not be used in this
study, as the research is solely based on existing secondary data. Instead, data will be collected
through a systematic review and analysis of the available literature, reports, and sources,
ensuring that information from diverse perspectives is considered in the evaluation of
It is important to acknowledge that the availability and quality of secondary data may vary, and
there may be limitations in terms of data accuracy, completeness, and bias. These limitations
will be acknowledged and addressed in the research methodology, and efforts will be made to
ensure the selection of reliable and reputable sources to mitigate any potential biases or
inaccuracies in the data.
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3.4 - Data Analysis
The collected data for this research will be analyzed using a combination of qualitative analysis
techniques. The analysis will involve a comprehensive review and interpretation of the
collected data from secondary sources, including literature, reports, and online sources. It will
focus on identifying recurring patterns, themes, and key concepts related to Tupperware's
marketing strategy.
Qualitative analysis will be conducted by reading and coding the data to identify relevant
information such as the marketing channels used, messaging strategies, target audience, and
outcomes. This analysis will provide insights into the effectiveness of Tupperware's marketing
strategy and help understand the underlying factors that contribute to its success or potential
shortcomings.
Regarding the software or tools used for data analysis, commonly available tools such as
spreadsheet software (e.g., Microsoft Excel, Google Sheets) will be employed to organize,
categorize, and manage the collected data. These tools will facilitate the systematic analysis of
the data and aid in identifying key insights and trends.
It is important to note that since this research relies solely on secondary data, statistical analysis
techniques are not applicable. The analysis will primarily focus on extracting and synthesizing
relevant information, identifying patterns, and drawing meaningful conclusions based on the
qualitative data collected. The aim is to provide a comprehensive understanding of
Tupperware's marketing strategy based on the available secondary data sources.
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3.5 - Ethical Considerations
In conducting this research, several ethical considerations were taken into account to ensure
the protection of participants' rights and maintain ethical standards. The following aspects were
addressed:
1. Informed Consent: As this research is based on secondary data, there was no direct
involvement of human participants. However, it is essential to acknowledge that the sources
from which the data was collected may have obtained consent from individuals or
organizations. The researcher acknowledges and respects the original authors' efforts to obtain
informed consent when applicable.
2. Confidentiality: Confidentiality of the data is crucial in maintaining the privacy and

anonymity of the individuals or organizations involved. The researcher ensured that all the
collected data from secondary sources were used in an aggregated and anonymized manner.
No personally identifiable information or sensitive data were disclosed or published.
3. Protection of Participants' Rights: Since this research solely relies on publicly available
secondary data, the researcher took measures to ensure that the information gathered is used in
a responsible and ethical manner. The rights and interests of the individuals and organizations
involved in the data sources were respected, and no harm was caused through the research
process.
4. Ethical Guidelines and Regulations: The research adhered to relevant ethical guidelines and
regulations, including those set forth by the academic institution and professional research
associations. The researcher followed principles of academic integrity, honesty, and respect for
intellectual property rights when collecting and analyzing the secondary data.
5. Potential Biases and Conflicts of Interest: To mitigate potential biases and conflicts of
interest, the researcher approached the data collection and analysis process with objectivity and
impartiality. Transparent reporting and proper citation of all sources were ensured to provide
appropriate credit to the original authors and avoid any conflicts of interest.
It is important to note that as the research is based on secondary data and no direct involvement
of human participants occurred, the ethical considerations primarily revolve around responsible
data usage, privacy protection, and adherence to professional research standards.
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3.6 - Limitations
While conducting this research, certain limitations and constraints were encountered that may
have influenced the research methodology and findings. The following limitations should be
taken into consideration when interpreting the results:
1. Data Availability and Reliability: The research heavily relied on secondary data sources
available in the public domain, such as academic journals, books, and reputable online
platforms. The reliability and accuracy of the data are dependent on the quality and credibility
of these sources. Despite efforts to access reliable and up-to-date information, there may be
limitations in the data's completeness, consistency, or applicability to specific contexts.
2. Lack of Control: As the research is based on secondary data, the researcher had limited
control over the data collection process. The researcher was unable to directly influence the
variables or manipulate the data as in a primary research study. This lack of control may
introduce potential confounding factors or variables that could affect the findings.
3. Generalizability: The findings of this research are specific to the selected literature and
theories related to the marketing strategy adopted by Tupperware. The applicability of these
findings to other contexts or industries may be limited. Caution should be exercised when
generalizing the results beyond the scope of this research.
4. Bias and Subjectivity: Despite efforts to maintain objectivity and impartiality, biases may
have influenced the selection of literature, interpretation of findings, and synthesis of
information. The researcher attempted to minimize biases by conducting a systematic and
comprehensive review of relevant literature and ensuring a rigorous analysis process. However,
inherent biases in the original sources or the researcher's own perspectives cannot be entirely
eliminated.
To mitigate these limitations and maintain the integrity of the research, several strategies were
employed:
1. Multiple Data Sources: To enhance the reliability and validity of the findings, a diverse range
of literature, theories, and research studies were included in the review. By considering
multiple perspectives, a more comprehensive understanding of the marketing strategy adopted
by Tupperware was achieved.
38
2. Critical Analysis: A critical analysis of the selected literature was conducted to identify any
inconsistencies, gaps, or limitations in the existing research. By critically evaluating the
strengths and weaknesses of the literature, the researcher aimed to provide a balanced and
informed perspective on the topic.
3. Transparency and Documentation: The research methodology and process were documented
in detail to ensure transparency and facilitate the reproducibility of the study. By providing
clear descriptions of the research design, data collection methods, and data analysis techniques,
the researcher aimed to enhance the research's credibility and enable others to assess its
limitations and strengths.
Despite these efforts, it is important to recognize that no research is without limitations. The
acknowledgment and discussion of these limitations are essential for interpreting the findings
accurately and understanding the scope and applicability of the research.
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3.7 - Reliability and Validity
Ensuring the reliability and validity of the research findings is crucial to maintain the integrity
and credibility of the study. The following measures were implemented to address these
aspects:
1. Reliability:
To enhance the reliability of the research findings, the following steps were taken:
- Consistent Data Collection: Data collection procedures were standardized to ensure

consistency across the selected literature. The same criteria and guidelines were applied when
reviewing and extracting information from each source.
- Multiple Data Sources: Multiple sources of literature were consulted to minimize reliance on
a single study or perspective. By considering a diverse range of sources, the research aimed to
mitigate the potential biases or limitations associated with individual studies.
2. Validity:
To enhance the validity of the research findings, the following steps were taken:
- Literature Selection Criteria: A systematic approach was followed to select relevant literature
based on predetermined inclusion and exclusion criteria. This helped ensure that only studies
directly related to the research topic and objectives were included, enhancing the validity of
the literature review.
- Critical Evaluation: The selected literature was critically evaluated to assess its quality,
relevance, and applicability to the research topic. By critically analyzing the strengths and
weaknesses of each study, the research aimed to present a balanced and valid perspective.
- Triangulation: Triangulation was employed by considering various theories, models, and

research studies related to the marketing strategy adopted by Tupperware. By integrating
multiple perspectives, the research aimed to enhance the validity of the findings and provide a
comprehensive understanding of the topic.
- Peer-reviewed Sources: Emphasis was placed on including peer-reviewed sources to ensure

the quality and validity of the literature. Peer-reviewed publications undergo a rigorous
evaluation process by experts in the field, which helps enhance the credibility and validity of
the research findings.
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- Expert Review: The research findings were reviewed by subject matter experts to validate the
interpretations and conclusions drawn from the literature. Expert feedback and input provided
an additional layer of assurance regarding the validity of the research.
3. Reliability Tests and Validity Checks:
As this research relied on secondary data, reliability tests specific to primary data collection
methods were not conducted. However, efforts were made to ensure the reliability and validity
of the selected literature sources by considering reputable and peer-reviewed publications. The
credibility of the sources and the validity of the research findings were assessed through critical
evaluation and analysis of the literature.
By implementing these measures, the research aimed to enhance both the reliability
(consistency and dependability) and validity (accuracy and credibility) of the findings.
However, it is important to acknowledge that the reliability and validity of secondary data
sources are ultimately dependent on the original authors' methodologies and reporting.
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3.8 - Conclusion
The research methodology employed in this study aimed to investigate and analyze the
marketing strategy adopted by Tupperware. The key elements of the methodology included a
systematic literature review approach, data collection from secondary sources, data analysis,
and ethical considerations.
The strengths of the chosen methodology lie in its ability to gather a comprehensive range of
relevant literature, theories, and research findings related to Tupperware's marketing strategy.
By utilizing secondary data sources, the study benefitted from a broad scope and access to a
diverse range of perspectives. Additionally, the systematic approach ensured the inclusion of
high-quality, peer-reviewed sources, enhancing the credibility and validity of the research
findings.
However, it is important to acknowledge the limitations of the methodology. Reliance on

secondary data sources means that the study is subject to the limitations and biases present in
the original studies. The availability and accessibility of data may also have influenced the
breadth and depth of the analysis. Furthermore, the absence of primary data collection methods
limited the ability to delve deeper into specific aspects of Tupperware's marketing strategy.
Despite these limitations, the chosen methodology aligns well with the research objectives. The
systematic literature review approach facilitated a comprehensive understanding of the existing
knowledge and trends in Tupperware's marketing strategy. By critically analyzing and
synthesizing the literature, the study provides valuable insights and perspectives on the topic.
In conclusion, the research methodology employed in this study provides a robust framework
for investigating and analyzing the marketing strategy adopted by Tupperware. The systematic
literature review approach, secondary data collection, and ethical considerations contribute to
the credibility and reliability of the findings. While limitations exist, the methodology
effectively aligns with the research objectives, enabling a comprehensive examination of
Tupperware's marketing strategy and contributing to the existing body of knowledge in the
field.
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CHAPTER 4 - PROFILE
43
4.1 - OVERVIEW
Environmental analysis is a strategic tool. It is a process to identify all the external and internal
elements, which can affect the organization’s performance. The analysis entails assessing the
level of threat or opportunity the factors might present. These evaluations are later translated
into the e decision-making process. The analysis helps align strategies with the firm’s
environment.
Businesses are greatly influenced by their environment. All the situational factors which
determine day to day circumstances impact firms. So, businesses must constantly analyze the
trade environment and the market. There are many strategic analysis tools that a firm can use,
but some are more common. The most used detailed analysis of the environment is the PESTLE
analysis. This is a bird’s eye view of the business conduct. Managers and strategy builders use
this analysis to find where their market currently. It also helps foresee where the organization
will be in the future.
Environment analysis can be divided into two parts: - Internal Environment
External Environment
Today, we continue to break new ground. In December of 2005, Tupperware Corporation

changed its name to Tupperware Brands Corporation to reflect the company's increasing
product diversity. This follows the 2001 purchase of Dallas-based, Beautify Control, and the
2005 acquisition of the International Beauty Group. Changing the company's name to
Tupperware Brands Corporation reinforces that we are a multi-brand, multi-category, direct
sales company.
Tupperware Brands has a global sales force of 2.4 million in almost 100 countries, as well as
sales revenues of $2.2 billion in 2008.
Product categories include airtight plastic containers for food, sold through the brand name
Tupperware and personal care products, through Avroy Shlain, BeautiControl, Fuller, Nature
Care, Nutrimetics, Nuvo, and Swissgarde.
Tupperware Brands is passionate about changing lives and everything we do is channeled to

express that passion to every one of the 2 million independent sales force members.
44
HEADQUARTERS
Orlando, Florida, USA
KEY PERSONS
Rick Goings - Chairman and CEO
R. Glenn Drake - Group President for North America, Europe, Africa, and Middle East David
T. Halversen - Group President for Latin America, Asia Pacific and Beau iControl Worldwide
INDUSTRY
Consumer product -
 Kitchen and Home Appliances
 Kitchen and Dining
 Home and Decor
 Personal care Products
45
4.2 - ABOUT TUPPERWARE
Earl S. Tupper founded the Tupperware company in 1938. During the second world war, the
company concentrated on moulding parts for Navy signal lamps and gas products for the
growing consumers. Its first consumer products were a bell-shaped flexible container the Bell
Tumbler and the Wonderlier Bowl (a round bottomed bowl with a lid). These products were
superior to the traditional glass and crockery as they were unbreakable.
Tupperware pioneered the direct marketing strategy made famous by the Tupperware party.
Brownie Wise (1913-1992), a former sales representative of Stanley Home Products,
developed the strategy. During the early 1950s, Tupperware's sales and popularity exploded,
thanks in large part to Wise's influence among women who sold Tupperware, and some of the
famous "jubilees" celebrating the success of Tupperware ladies at lavish and outlandishly
themed parties.
Tupperware is still sold mostly through a party plan, with rewards for hosts. A Tupperware
party is run by a Tupperware consultant for a host who invites friends and neighbours into his
or her home to see the product line. Tupperware hosts are rewarded with free products based
on the level of sales made at their party. Parties also take place in workplaces, schools, and
other community groups. In most countries, Tupperware's sales force is organized in a tiered
structure with consultants at the bottom, managers and star managers over them, and next
various levels of directors, Legacy Executive Directors at the top level.
Tupperware faced challenges in marketing its products. In 1946, though the Tupperware plastic
products were introduced in hardware and department stores, they failed to generate demand.
It became clear that the company needed to educate the consumers about the quality and
properties of the products. Tupperware always designed its products keeping in mind
consumers’ tastes, preferences and the changing trends.
Tupperware always looked for new products and newer markets for growth. With its innovative
party plan method, it spread to various countries across the world. It set up manufacturing units
in 14 countries. When Tupperware entered a country, it appointed a distributor from another
country, waited for her to grow and then promoted other from her team as distributors.
Over the years, Tupperware gained recognition as the leading plastic products manufacturer.
The company’s sales and profits grew continuously. By 1996 the company operated in nearly
100 countries.
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Tupperware is a home products line that includes preparation, storage, and serving products
for the kitchen and home. In 1942, Earl Tupper developed his first bell shaped container; the
brand products were introduced to the public in 1948.
Tupperware develops, manufactures, and internationally distributes its products as a wholly

owned subsidiary of its parent company Tupperware Brands. It is marketed by means of
approximately 1.9 million direct salespeople on contract.
In 2013, the top marketplace of Tupperware was Indonesia, which topped Germany as the
second. Indonesia's sales in 2013 were more than $200 million with 250,000 sales persons.
47
4.3 - TUPPERWARE IN INDIA
Tupperware entered India in November 1996. It started its operations from New Delhi. It
appointed 15 distributors in the first 12 months itself. It achieved this by directly recruiting
candidates and training them, through a specially designed 14-week training program in Delhi
and Mumbai.
Tupperware’s initial focus was on utility rather than style. It initially launched 11 products
(from its food storage range) in India, out of more than 800 product range worldwide. These
products were ‘useful’ rather than ‘decorative’. The company first launched its product range
of dry food storage and then more trendy tableware.
Within four year of operation, Tupperware India become the fastest growing market for the
company in developing countries. The company’s turnover in 1999 was Rs. 400 million which
increased to Rs. 570 million by 2000. The dealer network increased from 20,000 in 1999 to
25,000 in 2000. Tupperware which originally invested $15 million in India not only covered
its investments but also generated its first profit in 2001. Tupperware India offered more than
75 products, had more than 40,000 sales people and a reach in 31 cities.
Tupperware, though a direct selling company, differed from other direct selling companies. It
adopted a three tier-network structure which made operations easier for the company. The
network of Tupperware in any country had 90% women employees, whereas in India, it had
100% women employees. Tupperware succeeded worldwide not only because it had an
innovative product line but also because of its powerful marketing strategy. Like elsewhere, in
India to the company sold its products through the ‘Party Plan’.
Tupperware has all-women network of 40000 sales force and 80 Distributors. Every year the
number of these women are recognized and rewarded for their significant achievements in
selling these world class products.
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4.4 - PRODUCTS OFFERED
Tupperware products are pioneered to provide versatility and convenience. They are made for
home, for health, for life.
The products are made from 100% food grade virgin plastic and promise a lifetime guarantee
against chipping, cracking or breaking under normal non-commercial use. It offers its products
for various uses, which are listed as below:
 Dry storage
 Food preparation
 Microwave
 Refrigerator
 Freezer
 Lunch & Outdoors
 Tupper Kids
4.4.1- SCOPE OF THE PROJECT
The scope of the project is to know the marketing strategy adopted by Tupperware in India to
increase its sales and to maintain its market growth.
4.4.2- MANAGERIAL USEFULNESS
As we know that Tupperware has adopted many strategies to tap market so, from this project,
managers can have insight that if they are approaching same country what all steps, they should
take so that they will not repeat the same mistakes what Tupperware has done while entering
into the market.
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50
4.5 - MISSION OF THE COMPANY
If you have ever wanted to know what an organization's purpose is, what it stands for and why
it exists, you can find it all in one statement. The mission statement captures the essence of an
organization. It makes a bold statement to the public and organizational members about the
goals and underlying philosophies of the organization. The mission statement should explicitly
state things related to its business, such as industry, products or services, employees, culture,
customers and other stakeholders, objectives, adherence to things - like quality and efficiency,
pricing, social responsibility and the community, suppliers, competitors and the individual
niche or competitive advantage.
Our mission is to be the premier global direct seller of innovative, premium products by
providing:
 Our customer with high quality innovative products brought to them through an
informative and entertaining selling situation.
 Our independent sales force with a pathway for personal development and a significant
earning opportunity.
 Our associates an opportunity to develop and utilize their talents and skills and to be
recognized and rewarded for it.
51
4.6 - MARKET SEGMENTATION
INTRODUCTION : The market for any product is normally made up of several segments.
A ‘market’ after all is the aggregate of consumers of a given product. And, consumer (the end
user), who makes a market, is of varying characteristics and buying behaviour. There are
different factors contributing for varying mindset of consumers. It is the natural that many
differing segments occur within a market.
In order to capture this heterogeneous market for any product, marketers usually divide or
disintegrate the market into a number of sub-markets/segments and the process is known as
MARKET SEGMENTATION.
Thus, we can say that market segmentation is the segmentation of markets into homogenous
groups of customers, each of them reacting differently to promotion, communication, pricing
and other variables of the marketing mix.
The importance of market segmentation results from the fact that the buyers of a product or a
service are no homogenous group. Actually, every buyer has individual needs, preferences,
resources and behaviours. Since it is virtually impossible to cater for every customer’s
individual characteristic, marketer’s group customers to market segment by variables they have
in common. Through segmentation, the marketer can look at the different appropriate
strategies/offers for each group.
4.7 - MARKET STRATEGY AND MARKET PENETRATION

When it comes to marketing strategies, most people spontaneously think about the 4P (Product,
Price, Place, Promotion) – maybe extended by three more Ps for marketing services (People,
Processes, Physical Evidence).
Market segmentation and the identification of target markets, however, are an important
element of each marketing strategy. They are the basis for determining any particular marketing
mix. Basic steps in marketing strategy are as follows:
52
53
4.8 - MARKET TARGETING
INTRODUCTION: There was a time when finding the best customers was like throwing darts
in the dark. Target marketing changed all that...Today's savvy marketers know that finding
their best prospects and customers hinges on well thought out targeted marketing strategies.
Defining a target market requires market segmentation, the process of pulling apart the entire
market as a whole and separating it into manageable, disparate units based on demographics.
Target market is a business term meaning the market segment to which a particular good or
service is marketed. Age, gender, geography, socio-economic grouping, or any other
combination of demographics mainly defines it. It is generally studied and mapped by an
organization through lists and reports containing demographic information that may have an
effect on the marketing of key products or services.
Target Marketing involves breaking a market into segments and then concentrating your
marketing efforts on one or a few key segments. Target marketing can be the key to a small
business’s success.
The beauty of target marketing is that it makes the promotion, pricing and distribution of your
products and/or services easier and more cost-effective. Target marketing provides a focus to
all of your marketing activities.
Market targeting simply means choosing one’s target market. It needs to be clarified at the
onset that marketing targeting is not synonymous with market segmentation. Segmentation is
actually the prelude to target market selection. One has to carry out several tasks beside
segmentation before choosing the target market.
Through segmentation, a firm divides the market into many segments. But all these segments
need not form its target market. Target market signifies only those segments that it wants to
adopt as its market. A selection is thus involved in it.
In choosing target market, a firm basically carries out an evaluation of the various segments
and selects those segments that are most appropriate to it. As we know that the segments must
be relevant, accessible, sizable and profitable. The evaluation of the different segments has to
be actually based on these criteria and only on the basis of such an evaluation should the target
segments be selected.
54
4.9- TARGET MARKET STRATEGIES
A marketing strategy is selecting and describing one or more target markets that a company's
product or service will identify for business opportunities. A target market is a defined group
most likely to buy a company's products or services. This group usually has similar product
needs, such as college students who usually have an appetite for affordable cars, technology
products, dorm room goods, etc. Once a target market is identified by a company, a target
market strategy needs to be created in order to decide on how to promote, communicate and
reach the group. There are three ways that a firm can identify target markets.
There are several different target-market strategies that may be followed. Targeting strategies
usually can be categorized as one of the following:
Single-segment strategy: Also known as a concentrated strategy. One market segment (not
the entire market) is served with one marketing mix. A single-segment approach often is the
strategy of choice for smaller companies with limited resources.
Selective specialization: This is a multiple-segment strategy, also known as a differentiated

strategy. Different marketing mixes are offered to different segments. The product itself may
or may not be different - in many cases only the Marketing message or distribution channels
vary.
Product specialization: The firm specializes in a particular product and tailors it to different
market segments.
Market specialization: The firm specializes in serving a particular market segment and offers
that segment an array of different products.
Full market coverage: The firm attempts to serve the entire market. This coverage can be
achieved by means of either a mass-market strategy in which a single undifferentiated
marketing mix is offered to the entire market, or by a differentiated strategy in which a separate
marketing mix is offered to each segment.
55
The following diagrams show examples of the five market selection patterns given three market
segments S1, S2, and S3, and three products P1, P2, and P3.
A firm that is seeking to enter a market and grow should first target the most attractive segment
that matches its capabilities. Once it gains a foothold, it can expand by pursuing a product
specialization strategy, tailoring the product for different segments, or by pursuing a market
specialization strategy and offering new products to its existing market segment.
56
4.10 – POSITIONING
INTRODUCTION: Positioning is a marketing concept which was first popularized by Al Ries
and Jack Trout in their bestseller book “Positioning – a battle for your mind”. According to
them ‘Positioning is what you do to mind of the prospect’. They iterate that any brand is valued
by the perception it carries in the prospect or customer's mind. Each brand has thus to be
'Positioned' in a particular class or segment. Example: Mercedes is positioned for luxury
segment; Volvo is positioned for safety.
The position of a product is the sum of those attributes normally ascribed to it by the consumers
– its standing, its quality, the type of people who use it, its strengths, its weaknesses, any other
unusual or memorable characteristics it may possess, its price and the value it represents.
Although there are different definitions of Positioning, probably the most common is: "A
product's position is how potential buyers see the product", and is expressed relative to the
position of competitors. Positioning is a platform for the brand. It facilitates the brand to get
through to the mind of the target consumer.
The position of the brand has thus to be carefully maintained and managed. Example: when
Marlboro cut down its prices, its sales dropped
associated with the generic segment. Watches like Rolex are positioned
immediately, as it began being as luxury segment watches, thus they being one of the most
expensive have become a symbol
for accomplishment in life. If Rolex reduces its prices, it loses its perceived image and hence
is in danger of losing its customers. This differs slightly from the context in which the term
was first published in 1969 by Al Ries and Jack Trout in the paper
"Positioning" is a game people play in today’s me-too market place" in the publication.
Industrial Marketing, in which the case is made that the typical consumer is overwhelmed with
unwanted advertising, and has a natural tendency to discard all information that does not
immediately find a comfortable (and empty) slot in the consumers mind. It was then expanded
into their ground-breaking first book, “Positioning – a battler for your mind”, in which they
define Positioning as "an organized system for finding a window in the mind. It is based on the
concept that communication can only take place at the right time and under the right
circumstances."
57
4.11 - APPROACHES OF POSITIONING
The main positioning strategy is to either developing or reinforcing a particular image for the
brand in the mind of the customer. The main approaches to positioning strategy are as under: -
Customer benefit approach: This is an important positioning strategy. It involves putting the
brand above competitors, based on specific brand attributes and customer benefit. In the
automobiles sector we can see many cars manufacturer give emphasis on different technical
aspects such as fuel efficiency, safety, engine performance, power windows etc. Generally,
marketers identify positioning in respect of product characteristics that have been ignored by
the competitor.
Price quality approach: Sometimes brands attempt to offer more in term of service, feature,
quality, or performance. Manufacturer of such brands charges higher prices partly to cover the
cost and partly to communicate the fact that they are of high quality. In fact, in the same product
category there are brands, through comparable in qualities, which appeal on the basis of price.
The use and application approach: In this strategy the product is positioned with a use or
application approach.
The product user approach: In this approach, the brand identifies and determines the target
segment for which the product will be positioned.
Many brands use a model or a celebrity to position their product. The expectation is that a
model or a celebrity is likely to influence the product’s image by reflecting their own image to
it.
The product class approach: This approach is use so that the brand is associated with a
particular product category. This is generally used when a category is too crowded. For
example: - HLL has positioned Dove toilet soap as a cleansing cream product for young woman
with dry skin and it is positioned as a premium segment toilet soap.
The cultural symbol approach: The positioning strategy is based on deeply entrenched
cultural symbol. The use of cultural symbol can help to differentiate the brand from
competitors’ brands. The competitor approach: Many brands use competitor as a dominant
plank in their campaign. These brands are positioned following its competitor. This is an
offensive strategy.
58
4.12 – CONCLUSION
Thus, we can say that the total process of market segmentation, targeting and positioning is a
very important attribute of marketing mix. All these three processes are very closely
interrelated with each other.
59
4.13 - MARKETING STRATEGY IN INDIA
Tupperware entered India in November 1996. It started its operations from New Delhi.
Following is the marketing strategy adopted by Tupperware in Indian market:
Tupperware’s marketing strategy was described by its three Ps- Product, Party Plan and People.
The Tupperware products carried a life time guarantee. Any damaged product (cracks or
breaks) could be replaced by same/similar new Tupperware product from any place in the
world. The second P stood for Party Plan. Tupperware used a unique direct selling method
called “Party Plan” in which a Tupperware woman (dealer) approached a lady and asked her
to host a party at her place; the investments in the party being borne by the hostess. The
Tupperware woman demonstrated the benefits and use of the Tupperware products to the
invitees to the party. Depending upon the sales generated by that particular party, the hostess
got a free gift- a Tupperware product. The hostess was a means of promoting the products and
she did not have to become a Tupperware dealer. This method allowed the Tupperware
products to be demonstrated physically and their utility to be explained. According to the
executives of the company, this demonstration technique suited their products and was
necessary to explain the reasons for the higher costs of the products.
The third P stood for “People”. The Tupperware business was run through people.
Tupperware aimed at recruiting people at dealer level
and training them to do their business. The company recognized good efforts and rewarded
them. The company encouraged people to become dealers. There were awards and cash
bonuses for the party hostesses.
The management of Tupperware India organized at least three social events per month for its
employees. This could mean the entire staff going out for lunch, or a movie or cutting a cake
together. Such programs developed a healthy and fun atmosphere in the unit.
Though Tupperware did not face tough competition in the Indian market, the Indian consumers,
because of their high prices, and the product line being unsuitable for Indian kitchens, did not
readily accept its products. Hence, the company decided to customize its products to the needs
of the Indian consumer.
60
4.14 - CUSTOMIZING PRODUCTS TO INDIAN NEEDS
When Tupperware realized that the products it offered did not attract the attention of the Indian
consumer, it customized products to the Indian kitchen. It launched the ‘Masala’ (spices)
Magic. ‘Roti’ keeper, Spice-it-up bowl (to serve pickles, jams or salads), Legacy microwave
reheat able (vegetable/curry server) etc. The company also investigated on products like ‘Idly’
maker and ‘Chapati’ maker to suit the Indian eating habits. Tupperware coloured its products
to match the needs and tastes of Indian consumers. For example, darker colours like dark blue,
red and green were used so that the containers did not show up ‘haldi’ (turmeric) stains.
Price was another factor, which made consumers stay away from Tupperware products. All
Tupperware products were premium priced. They were about three to five times costlier than
the average price of plastic containers sold in India. The executives of the company justified
the pricing saying that it was in accordance with the quality of the products. In 2000,
Tupperware reduced the prices of a few of its products to attract middle class consumers. It
introduced a range of products – ‘Classics’ which was priced 25% below the regular
Tupperware portfolio. Products like the ‘Personal salt and pepper’, salt and pepper server and
the ‘Travel Twins’, a lunch bag having 2 bowls, spoons and a vinyl bag were launched at low
prices.
Tupperware India also launched children’s products in the year 2002. It branded these products
as Tupper kids and the brand included lunch case, drink and carry case and a tumbler. Their
products had English alphabets printed on one side, thus proving to be a useful learning tool
too, for child. Like any other direct selling company, Tupperware also did not opt for traditional
means of advertising, initially. The company’s products were
promoted through the parties and were advertised through ‘word of mouth’. However, later on,
the company decided to use the conventional methods for advertising and promoting its
products.
61
4.15 - ADVERTISING AND PROMOTION
To promote and increase awareness about its products, Tupperware India decided to advertise
through traditional methods. It advertised in popular women’s magazines like Elle, Femina and
Parenting. In 2000, the company entered into a strategic alliance with FMCG major P&G to
conduct a campaign in Chennai and Chandigarh, where P&G salesman distributed Tupperware
pamphlets and P&G’s Tempo tissues as Freebies. The company held a cross-Marketing
exercise with P&G in 2001. The idea was that Pringle Chips, which were being promoted by
P&G, stayed crisp and crunchy when stored in Tupperware containers. Tupperware’s sales
went up by 20% after this campaign. The ‘Caravan (a van that carried Tupperware products in
road shows during festive seasons) and Tupperware ‘melas’ (display of Tupperware products
in residential parks) were also introduced in 2001 to enhance awareness. The same year
Tupperware and Whirlpool had a Caravan joint promotion plan where Tupperware products
were demonstrated using Whirlpool refrigerators and microwaves and in return, Whirlpool
products were assured a place on the ‘Caravan’
. Continuing its alliances with FMCG companies, Tupperware entered into a joint marketing
program with FMCG major Hindustan Lever Limited (HLL) in 2002. HLL’s brand of
Vanaspati, Dalda, was sold in Tupperware jars. According to analysts, such Marketing efforts
proved useful to Tupperware. The company planned to ally with other FMCG companies also,
for further Marketing activities.
Though direct selling remained its main revenue stream, Tupperware set up two Kiosks at the
Shoppers’ Stop outlets in Delhi and Mumbai in 2001, which were increased to 16 in 2002. In
2002, the company forged an alliance with India’s largest manufacturer of thermos ware
articles. Eagle Flasks Industries limited and launched its own range of insulated ware in
August, the same year.
62
4.15.1 - MARKET SEGMENTATION
GEOGRAPHIC SEGMENTATION:
- Region: India
- City Size: Metropolitan Areas
- Density: Urban & Semi-Urban
4.15.2 - DEMOGRAPHIC SEGMENTATION
- Age: Above 20
- Gender: Female
- Occupations: Housewives and Working Professionals
- Income: 20,000 and above
- Social Class: Middle class, Upper middle class, Upper lower class
4.15.3 - PSYCHOGRAPHIC SEGMENTATION
- Lifestyle: Modern
4.15.4 - BEHAVIORAL SEGMENTATION
- Occasion: Regular
- Benefits: Quality durables and light weight
- User Status: Regular, First-time users, Potential users
63
4.15.5 - TARGET AUDIENCE
Women (housewives and working professionals) with the age group of 20 and above.
POSITIONING
BENEFIT POSITIONING: As Tupperware is a premium product, which indicates its target

audience are urban and semi-urban women who are very much conscious about their lifestyle.
It is lightweight and is also quality durable, which is also long lasting for the consumer.
QUALITY OR PRICE POSITIONING: Tupperware is known for its durability of its

products. The company provides the quality assurance and accordingly the price is charged.
The customer is explained personally about the quality of the product and demo is also given
so that the customer can be convinced for paying high price for the product besides having steel
containers in the traditional Indian kitchen.
FOUR P’S
PRODUCT: Plastic storage containers
PRICE: High range price
PLACE: Kitty Parties
PROMOTION:
 It advertised in popular women’s magazines like Elle, Femina and Parenting.
 The company entered into a strategic alliance with FMCG major P&G to conduct a
campaign in Chennai and Chandigarh, where P&G salesman distributed Tupperware
pamphlets and P&G’s Tempo tissues as Freebies.
 The ‘Caravan (a van that carried Tupperware products in road shows during festive
seasons) and Tupperware ‘melas’ (display of Tupperware products in residential parks)
were also introduced in 2001 to enhance awareness.
 Tupperware set up two Kiosks at the Shoppers’ Stop outlets in Delhi and Mumbai.
64
4.16 - ANALYSIS AND FINDINGS
From the above study researcher has concluded that Tupperware has introduced not only as a
simple storage provider container but also much more than that. Tupperware has differentiated
itself on the basis of freshness and convenience storage containers.
Tupperware has also introduced its new range of products by taking into considerations middle
class consumers. It also customized its products as per the Indian kitchen which attracted the
customers the most.
Apart from all these things Tupperware has also done lots of Marketing activities which help
to reach its products to the final customers. It’s advertised in popular women’s magazines also
like Elle, Femina and Parenting.
As Tupperware’s main target were women customers therefore all these activities helped in
generating profit for them.
Apart from these the WORD OF MOUTH by the existing customers through direct selling also
helped Tupperware for establishing its market in India.
On the other hand, direct selling helped Tupperware to explain about the quality of its product
and the high prices charged by the company and convince the customer to purchase the product.
4.17 - SWOT ANALYSIS

SWOT stands for 'Strengths, Weaknesses, Opportunities and Threats'. This is a method of
analysis of the environment and the company's standing in it.
SWOT is made of two parts: the strengths and weaknesses refer to the internals of a company
while the opportunities and threats are external to the company and exist in the environment.
Strength of a company could be in managing the branding process quickly and
comprehensively. Its weaknesses could lie in the distribution of products, or payment delays.
These are internal problems / issues and have to be understood and dealt with on an ongoing
basis. Often consultants are called in to assess these two aspects on the belief that an outsider
could give more insights into the company.
The two external factors, opportunities and threats, are not in the company's control. The
environment, composed of social, economic, legal, regulatory, national and even international
events, has to be continuously scanned to track these.
65
STRENGTH:
 Effective advertising.
 Continuously evolving campaign.
 Cross-selling possibilities.
WEAKNESS:
 Higher product prices.
 Objectification of women.
OPPORTUNITIES:
 Customization of products.
 Joint marketing program with FMCG.
 Continuous innovation of products.
THREATS:
 Involved marketing risk.
 Manufacturers of steel containers.
 Sustainability of campaign in the long run.
66
CHAPTER - 5 DATA ANALYSIS
AND INTERPRETATION
67
Q1. Do you have Tupperware product?
• Yes
• No
INTERPRETATION
The above survey shows that the 75 % of people were using Tupperware products and Rest
15% are not using as comparative to Tupperware products.
Q2. Specify the one of them which company’s product you are using?
• Tupperware
• pigeon
• Milton
• Others
68
INTERPRETATION
The above survey shows that the which the specify product is most accepted by peoples,
• Tupperware-75%
• Pigeon-5%
• Milton-5%
• Others-5%
Q-3 Are you planning to buy Tupperware product?
• Yes
• No
INTERPRETATION
The above survey shows that 88% of the peoples are planning to buy a Tupperware product
and 12% of peoples are not planning to buy it.
Q4. What motivate you to buy the Tupperware product?
• Your Family
• Peer Group
• Society
• Friend
• Others
69
INTERPRETATION
In this survey the peoples are motivated to buy the Tupperware products by-
• Your Family-25%
• Peer Group-10%
• Society-`15%
• Friend-15%
• Others-25%
Q5. Are you taking your friend reference before taking purchasing decision about Tupperware?
• Yes
• no
INTERPRETATION
In the above survey the 59% of customers of Tupperware is also taking to their friends
references before take purchasing decision about this and 41% were not do this.
Q6. Have you seen any advertisement of Tupperware product?
• Yes
• No
70
INTERPRETATION
In this survey there was 60% of peoples who saw the advertisement of Tupperware product
and 40% of peoples were not saw advertisement of Tupperware product.
Q-7 Do you think that advertisement is good for brand image?
• Yes
• No
INTERPRETATION
In the above survey there was 60% of peoples who think that advertisement is good for brand
image and 40% of peoples didn’t think this.
Q8. What do you feel about advertisement of Tupperware product?
• Good
• Better
• Worst
71
INTERPRETATION
In the above survey the customers were feel about advertisement of Tupperware products like-
• Good-80%
• Better-15%
• Worst-5%
Q9. Does advertising pattern used by Tupperware impact your repurchasing decision?
• Yes
• No
INTERPRETATION
In the above survey the 70% of peoples were say that advertising pattern used by Tupperware
impact repurchasing decision and 30% are not satisfy with this.
Q10. Does the use advertising induce you to purchase the product?
• Yes
• No
72
INTERPRETATION
In the above survey the 50% of peoples were in favour of the use advertising induce to purchase
the product and 50% were not in this favour
Q11. The importance in advertising in case of attracts your attention
• Very Important
• Somewhat Important
INTERPRETATION
In the above survey the 60% of peoples were in favour of the importance in advertising in case
of attracts your attention and 40% were not in this favour.
Q12. Consumers perception of media use in advertising for Tupperware
• Television
• Radio
• Newspaper
• Magazine
73
INTERPRETATION
In the above survey the Consumers perception of media use in advertising for Tupperware is
in the form of-:
• Television -:42%
• Radio-:10%
• Newspaper-:32%
• Magazine-:16%
74
CHAPTER- 6 FINDINGS,
CONCLUSION AND
RECOMMENDATIONS
75
6.1 - FINDINGS
From the following research we can find out various things such as: -
1 There are 75 percent of people in my research who were have Tupperware products and 25%
of peoples don’t have Tupperware products.
2. Further I determine that mostly specify product is Tupperware is used by 75% peoples.
3. And then I asked, who motivate to you for buying the Tupperware products and result was
like that by family there was25% of peoples &20% of by peer group ,15% by motivated society,
15% are motivated by their friends and rest are 25% is by others
4. My next question is that are you taking your friends reference before taking purchasing
decision about Tupperware and the result was like 59% of peoples was taking advice and rest
41%are not taking.
5. Then I enquired that have they seen any advertisement of Tupperware products and the result
is 60% of peoples were seen and rest 40% of peoples were not seen it
6. Then I asked did they think that advertisement is good for brand image. And the result was
like 60% of peoples were agree about this and rest 40% of peoples were not agree for this.
7. My Next question is what they feel about advertisement of Tupperware products and the
result was like 80% of peoples were say it is good and 15% say its better, and rest 5% are feel
worse.
8.Then I asked does the advertising pattern used by Tupperware impact on repurchasing
decision and the result was like 70% were agree about this and the rest 30% are not.
9. Here comes the question for does the use of advertising induce you to purchase the product
and the result is 50% is in favour and 50% were not.
10. My next question is the importance of advertising in case of attract the customer attraction
and the result was like 60% is very important and somewhat important is 40%
11. Then I asked what is the consumer perceptions of media. Use in advertisings in Tupperware.
And the result was like
• Television -:42% • Newspaper-:32%
• Magazine-:16% • Radio-:10%
76
6.2. - CONCLUSION
Marketing is crucial for business success. Without paying attention to what it sells, what price
it charges, how it promotes its products, and where it sells them, no company can survive.
These are the issues that marketers grapple with every day, and it is what marketing is all about.
After studying the strategy of Tupperware in the Indian market, researcher concluded, that
Tupperware like any other direct selling company, also did not opt for traditional means of
advertising, initially. The company’s products were promoted through the parties and were
advertised through ‘word of mouth’. However, later on, the company decided to use the
conventional methods for advertising and promoting its products.
Also, when Tupperware realized that the products it offered did not attract the attention the
Indian consumer, it customized products to the India kitchen. “Today the Indian specific
products account for a respectable percent of the company’s sales in India”, said by KANWAR
S BHUTANI who was appointed as the managing director of Tupperware India in 2000. As
price was another factor which made consumers stay away from Tupperware products,
therefore in the year 2000, Tupperware reduced the prices a few of its products to attract middle
class consumers. Tupperware also customized its products as per the Indian kitchen.
So, from this researcher can conclude that it is very important to know the culture of different
countries before launching the product, which means complete study of market condition of
that country on the basis of which you will draft your marketing strategy to achieve the
organization objective.
77
6.3 - RECOMMENDATIONS
Promotion activity should be value added offer like “buy two get one free” or free gift with
every purchase (depending on the Marketing budget) because developing country like India
where people are price conscious will appreciate these kinds of promotions.
They should launch more product lines in India, as it has in another countries.
They should also advertise their products through electronic media, say television.
Promotion activity should be value added offer like “buy two get one free” or free gift with
every purchase (depending on the Marketing budget) because developing country like India
where people are price conscious will appreciate these kinds of promotions.
They should launch more product lines in India, as it has in another countries.
They should also advertise their products through electronic media, say television.
78
BIBLIOGRAPHY
Bibliography a list of all of the sources you have used in the process of researching your work
Books
John W. Creswell, Research Design: Qualitative, Quantitative, and Mixed Methods.

Approaches, 4th Edition Zina O'Leary and Zina, The Essential Guide to Doing Your Research
Project,
2nd Revised Edition, 2009, Published by SAGE Publications Ltd.
- Kotler Keller Marketing Management
- www.tupperwareindia.com
- www.tupperwarebrands.com
- www.wikipedia.com
- ICFAI Centre For Management Research
79
ANNEXURE (Questionnaire)
Q1. Do you have Tupperware product?
• Yes
• No
Q2. Specify the one of them which company product you are using?
• Tupperware
• pigeon
• Milton
• Others
Q3. Are you planning to buy Tupperware product?
• Yes
• No
Q4. Who motivate you to buy the Tupperware product?
• Your Family
• Peer Group
• Society
• Friend
• Others
Q5. Are you taking your friend reference before taking purchasing decision about Tupperware?
• Yes
• no
Q6. Have you seen any advertisement of Tupperware product?
• Yes
• No
80
Q7. Do you think that advertisement is good for brand image?
• Yes
• No
Q8. What do you feel about advertisement of Tupperware product?
• Good
• Better
• Worse
Q9. Does advertising pattern used by Tupperware impact your repurchasing decision?
• Yes
• No
Q10. Does the use advertising induce you to purchase the product?
• Yes
• No
Q11. The importance in advertising in case of attracts your attention
• Very Important
• Somewhat Important
Q12 Consumers perception of media use in advertising for Tupperware
• Television
• Radio
• Newspaper
• Magazine
81

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MAJOR PROJECT REPORT

DR. KANIKA MITTAL DIPANSHU TOMAR

ASSOCIATE PROFESSOR ENROLLMENT (02390101720)

FAIRFIELD INSTITUTE OF MANAGEMENT AND TECHNOLOGY

UNDER THE GUIDANCE OF: -

A project is never the work of an individual. It is moreover the combination of suggestions,

Name of Student - Dipanshu Tomar

I hereby declare that project report entitled “MARKETING STRATEGY ADOPTED BY

Name of Student - Dipanshu Tomar

Enrollment Number – 02390101720

This executive summary provides an overview of Tupperware's Marketing strategy,

In subsequent years, Tupperware strategically partnered with Walmart in 2014, resulting in

As the COVID-19 pandemic unfolded in 2020, Tupperware accelerated its digital

In recent years, Tupperware has prioritized sustainability by introducing eco-friendly product

Overall, Tupperware's Marketing strategy demonstrates its commitment to delivering high-

 To analyze the marketing strategy adopted by Tupperware.

 To examine the key elements of Tupperware's marketing strategy and their

 To evaluate the impact of Tupperware's marketing strategy on the company's brand

 To identify the strengths and potential areas for improvement in Tupperware's

 To provide valuable insights and recommendations to enhance the effectiveness of

1. Strategic Marketing Insight: Understanding Tupperware's marketing strategy provides

2. Brand Positioning and Competitive Advantage: Tupperware has established itself as a

3. Consumer Engagement and Relationship Building: Tupperware's direct selling business

4. Adaptation to Changing Market Dynamics: Tupperware's ability to navigate changing

B. Purpose and Scope of the Literature Review

C. Organization of the Review

This literature review is organized as follows:

By employing a systematic search strategy, including a combination of databases, library

Common Themes, Trends, and Controversies:

Comparison and Contrast of Different Viewpoints or Theories:

4. Durgee, J. F., & Stuart, E. W. (2011). The influence of environmental forces on

This research investigates the impact of environmental factors on communication effectiveness

5. Keller, K. L., & Brexendorf, T. O. (2018). Advertising and promotion. Handbook of

10. Minkiewicz, J., Evans, K. R.,

Schiffman and Kanuk's book provides a comprehensive overview of consumer behaviour,

This research explores the practice of integrated marketing communications in advertising

1. Corporate Identity Alignment: The literature emphasizes the importance of aligning

2. Marketing Communications Mix: Various marketing tools and strategies, such as

3. Customer-Centric Approach: Tupperware's marketing strategy should prioritize addressing

4. Cultural Considerations: Cultural factors influence Tupperware's marketing strategy,

5. Integrated Marketing Communication: The integration of different communication channels

6. Sustainability and Environmental Messaging: Incorporating sustainability initiatives and

9. Customer Relationship Management (CRM): Building trust and maintaining strong

10. Theoretical Frameworks: Various theoretical frameworks, such as consumer behaviour

1. Comprehensive Coverage: The literature provides a comprehensive understanding of various

2. Limited Focus on Digital Marketing: The literature primarily focuses on traditional

1. Geographic Diversity: The literature lacks a comprehensive analysis of Tupperware's

2. Long-Term Impact: There is a dearth of studies examining the long-term impact of

Implications and Relevance

Research Topic and Objective

Significance and Rationale

By combining qualitative and quantitative methods, this research design provides a

2. Confidentiality: Confidentiality of the data is crucial in maintaining the privacy and

- Consistent Data Collection: Data collection procedures were standardized to ensure

- Triangulation: Triangulation was employed by considering various theories, models, and

- Peer-reviewed Sources: Emphasis was placed on including peer-reviewed sources to ensure

3. Reliability Tests and Validity Checks:

However, it is important to acknowledge the limitations of the methodology. Reliance on

Environment analysis can be divided into two parts: - Internal Environment

Today, we continue to break new ground. In December of 2005, Tupperware Corporation

Tupperware Brands is passionate about changing lives and everything we do is channeled to