The direct marketing business model of Tupperware

1. Consumer Behavior Case Study
CASE STUDY PREPARED BY GROUP 9:
KEDAR TAMMANA (221063) , MAHESH PAINULY (221068) , NANDHAGOPAL
MURALITHAR (07335) , NEHAL KHETAN (221076) , PREETY RATERIA (221097) ,
RAHUL CHHABRA (221106)

2. 1996:
Entered
into
Indian
market
About the Company
Earl Tupper
Brownie Wise
Headquartered
at Orlando,
Florida
Consumer
storage products
Patented the
“burping seal”
Direct Selling No retail outlets
Founded. Made
mold parts for gas
masks and navy
signal lamps
Women: Prime
sellers and
customers
Brownie Wise
introduces the party
plan model of selling
Extended product
range, and entered
international markets
1938 Early 1940s Late 1940s 1950s – 1970s 1980s – 1990s
Bell tumbler and
TupperSeal introduced
Shift in the market:
Plastic becomes
preferred material
Source: Tupperware India Website
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3. Tupperware in India
Entered India in
1996
Tupperware India Product Range (75 products by 2002)
Aquasafe Canisters
Food
Preparation
Lunch and
Outdoor
Started in New
Delhi and Mumbai
Dry
Storage
Freezer
Fridge
Smart
Microwave Serving
Source: Tupperware India Website
15 distributors,
with 14 weeks
training
Focus on utility
rather than style
‘96
Tupperware
India Turnover
100
Mil ’98
40%
growth
rate
1999
400 Mil
India:
Fastest growing
market
2000
570 Mil
Success attributed to high quality product and
TupperSure warranty
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4. Tupperware Marketing Strategy
Segmentation
and Targeting
Women
House wives
Socializing
behavior
Focus on
premium
image
International
Entry Strategy
Source: Tupperware India Website
Fully Owned
Subsidiary
Global brand
integrity
Global sales &
distribution
model
Localization as
per demand
Direct Sales
Network Sales
Referent Group
Sales
Positioning Statement
“What you see, is what you get.”
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5. Reference Groups
Group
 Two or more individuals
 Share a set of norms,
values and beliefs
 Implicitly/explicitly
defined relationships
 Interdependent behavior
Reference
Group
Any group whose presumed
perspectives or values are
being used by an individual
as the basis for current
behavior
Source: Case Analysis
Types of reference groups
Informal Formal
Primary Family/Peer Group
School/Business
Group
Secondary
Shopping/Sports
Group
Alumni Group
Types of influence
Informational Comparative Normative
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6. Tupperware’s Marketing and Distribution Model
Conventional
Marketing
Strategy
Tupperware’s
Marketing
Strategy
Product Price Place Promotion Packaging
Product Party Plan People
Tupperware’s
Distribution
Model
Source: Case Analysis
Distributor Manager Dealer Customer
Independent Sales Force Direct Selling only Lifetime Warranty
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7. 3 P’s of Tupperware
Product Party Plan People
Localized
Product
Global
Standards
Roti keeper
and Masala
box
Quality and
Durability
Focus on utility
Reverse
Innovation
Pricing and positioning as a premium
product
Source: Case Analysis
Similar
concept to
“Kitty party”
Easy
Acceptance
Recipes and
tips
exchanged
Comparative
reference
group made
Product
Demonstration
Hostess
Rewarded
Shift in behavior with identification
of consumers in referent group
Social events
conducted
every month
Empowerment
through part
time careers
“Chain of confidence” instilled in
women
Leverage local talent
Touch & Feel
Model
Consumer
socialization
Expert &
Referent power
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8. Communication Modes used
Initially, only “word of
mouth” mode used
Source: Case Analysis
Main focus on Direct
Selling and
Demonstration
Conventional print
and television ads
to supplement
1960s
onwards
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9. Media Campaigns and Corporate Social Responsibility
Collaborations
Campaigns
Pringles in a
Tupperware
(2001)
Caravan and
Tupperware
Mela (2002)
She can you
can (2012)
Smart ideas
for a healthy
kitchen (‘09)
Do the burp
(2004)
She can you
can (2012)
CSR Focus and Initiatives
Women
Empowerment
Unemployment
Education
Support
Source: Case Analysis
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10. Thank You
Queries?
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