ICFAI BUSINESS SCHOOL

SUBMITTED BY:
NIKITA SONI – 20BSP1466

SUBMITTED TO:
Prof. PRAKASH PANDIT
 INTRODUCTION

Tupperware Brands Corporation is an industry benchmark and Gold line that any multi-level
marketing company or business intending to conquer the Indian market would want to study about.
The company is a global food-storage container manufacturer & distributor that has a remarkable
successful storyline in the Indian market. Adapting the multilevel marketing model, the company
used can give you a fantastic market share of the second most-populated nation in the world.

Globally, Tupperware was found in the 1940’s by Earl Tupper who developed the first plastic
container in 1942 but it was not until 1948 that the products were introduced to the market. In
India, where it is enjoying a lot of dominance, The Company started from nowhere just two
decades ago in 1996. Its quality of product and a well-lubricated market mix is responsible for
its positioning as a formidable company in India.

Tupperware providing kitchen storage and cooking storage in excess of 100 nations, is a
worldwide direct showcasing organization. A definitive achievement can be credited to the high-
quality with lifetime guarantee and the rewarding business opportunities provided by the
company. Tupperware has all-ladies system of 1.9 million deals power and 80 distributors

COMPANY BACKGROUND

Tupperware is not just a company but a social revolution that is deploying its assets to improve
the socio-economic status of women in emerging markets. Tupperware offer the highest quality
products, with the finest design features to meet your special needs.

VISION

 “We are committed to accelerating profitable revenue growth for the benefit of all our
stakeholders”
 The majority of its customers soon turned into its business group once they are joined to
the brand and see the advantages offered.

MISSION

The focus is to inspire woman to lead a more independent lifestyle by creating their own career
path.
 Enlighten - To share insights & provide products and knowledge that makes life simpler
and more enjoyable for families.
 Educate - To provide smart, simple solutions that enable customers to save time, money
and effort while leading active and healthy lives.
 Empower - To better the lives of women by giving them the confidence to live with
respect in the society and becoming independent

OBJECTIVES

 Tupperware aims to educate the customers about properties of the product

 Tupperware items are produced using 100% nourishment review virgin plastic, they
are polished and rich, light-weight, non-poisonous, and smell less and come in
delightful relieving hues which can compliment and light up each home and kitchen.
 Tupperware goes for improving the socio-economic status of women in emerging
markets.
 Tupperware helps the women by sharing some learning skills, create networks, and
share information
 Tupperware Brands’ Chain of Confidence - provides and celebrates the “bond” of
friendship that connects women.

COMPETITORS OF TUPPERWARE
 TARGETING

 Demographic: -
 Woman
 Why?
 what’s good for women are good for business
 How target works by application: -
o A loyalty card can get personal data
o Data target purchased about consumer
o Data target
 what consumer buys, how often consumer brand switching pattern, consumer responses
to promotional offer.
 POSITIONING

• Set up consumer’s mind that almost all different brand of storage food known as
“Tupperware”. How positioning is doing: -
 define the market, buyers and competition
 how market situation, what buyers needs and use benchmark as competition
 identify key attributes and research consumers’ perceptions.
 identify the size, price, product and make some research consumers’ perception
 research consumers’ perception on competing offerings.
 determine preferred combination of attributes.
 develop positioning concept that communicates attributes as benefits.

MACRO -LEVEL EXTERNAL MARKETING

1. DEMOGRAPHIC ENVIRONMENT
- Tupperware is a family-oriented product
- Catered to different ethnicity group, age

2. ECONOMIC ENVIRONMENT
- Consumer psychology: Tupperware helps consumer
Save money

3. THE SOCIOCULTURAL ENVIRONMENT

- Tupperware is aware with society, involved with
UN’s movement
- Changing Lives, Living Smart and Acting
Responsibly,
4. THE NATURAL ENVIRONMENT
- Sustainable environment
- Tupperware itself supports global Sustainable Development Goal 12 by the United Nations
5. THE TECHNOLOGICAL ENVIRONMENT
- All of Tupperware products are manufactured using advanced technology to ensure quality and
performance.
- Tupperware products follow standards (US FDA (Food and Drug Administration), Japan
Polyolefin Hygienic Association Standards).

6. THE POLITICAL-LEGAL ENVIRONMENT

- Tupperware is a company incorporated under the laws of Malaysia
- Selling a safe and good quality product

INTERNAL ENVIRONMENT
1. RESOURCES
- Tupperware offers household goods that is from storage containers to personal care products,
huge line of products

2. EMPLOYEES SKILL AND MIX

- Tupperware accountable to ensure that employees are being treated right.
- Motivate subordinates (give rewards)

3. CAPABILITIES AND CORE COMPETENCIES

- Always doing research to extend capabilities

4. MANAGEMENT VALUES AND CORPORATE CULTURE

- Tupperware knows and aware with their goals that they need to achieve and it is reflecting the
company itself

PRODUCT LIFE CYCLE

Stage: Maturity
- A lot of competitors competing with Tupperware by selling similar products
- Tupperware to do innovations, quality improvements

1.Tupperware to do innovations, quality improvements

- Tupperware is listed as one of the greatest inventions of the 20th Century by the Guinness
Book of World Records

2. Style improvement
- The brand will gain the appeal and interest from the consumer.

3. Broad communication
- Brands can attempt to inform, persuade and letting customers know whether it is direct or
indirect regarding the products they offer
SWOT analysis of Tupperware
1.Strength

 Strong brand name in the food storage solutions market: Tupperware has
been able to generate immense credibility globally in the food storage
solutions industry. The company has a strong brand equity and recall which
has made it the most popular brand in the industry.

 Direct selling approach: Tupperware has a strong network of direct selling

its products in both the categories, i.e. food storage as well as beauty
products. With the direct distribution model, it has a strong sales force which
has been one of the strengths of Tupperware.

 Strong Global Presence: Tupperware has a very strong global presence

being operational in over 100 countries. Tupperware has identified the
potential in the emerging markets and has penetrated in the emerging markets
in the last decade. Tupperware has successfully diversified its global
presence to reduce business risk of overdependence on certain markets.

 Wide product portfolio reduces business risks: Tupperware has 7 different

brands under its portfolio. The brands are Tupperware, Avroy Smith,
BeautiControl, Fuller Cosmetics, NaturCare, Nutiments and Nuvo. While
Tupperware being in the food storage solutions industry, other brands are
cosmetics brands present in niche segments.

2. Weakness
 Decrease in Sales from developed countries: Tupperware has experienced a drop in
sales from its most established markets like Western Europe and North America. The
decrease in sales from certain markets reflects heavily on overall sales of Tupperware and
thus it has a bad impact on Tupperware’s revenue growth.

 Expensive Products: Tupperware offers quality and credibility of a brand. This makes
Tupperware’s products expensive and thus other local brands take advantage of the
situation by offering lower priced low-quality products.

3.Opportunities
  New product launches: Tupperware has been extending its product line by launching new
products under its armory. It recently launched Microwave Pressure Cooker and Rice
Dispenser in the storage category. Similarly, its cosmetics brands are also bringing out new
products to the market. These new product launches are increasing revenue for
Tupperware.

 Growth in Cosmetics market in the emerging countries: With improving lifestyle and
increasing disposable income in the emerging markets, Consumption in the cosmetics
market is growing. The market has grown at a CAGR over 8% in the last 5 years and is
expected to continue the trend in the years to come.

4.Threats

 Competition with Local players: In the food storage category, Tupperware competes
with various local players across all markets. The local products offer lower priced
products and also gain local popularity.

 Strong competition in Cosmetics Industry: The Cosmetics brands of the company

compete with globally renowned companies like L’Oréal, Procter & Gamble, Unilever and
Avon Products etc. Such strong competition affects market share and
induces pricing pressure in the industry.

 Counterfeit Products: Counterfeit products of same brands affect the sales and
impact brand name. Counterfeit products of Tupperware are in abundance which affects
the brand name of Tupperware.

MARKET TREND
Various product provided by Tupperware are through Social media and through online. Some of
the campaigns are as follow:

Tupperware’s She Can You Can

Tupperware, a brand that caters primarily to women, has made an attempt to reach out to its
target audience with its new campaign ‘She Can You Can’, on the lines of Femina’s ‘Believe’
campaign.

Armed with a website and a strong Facebook and YouTube presence, the campaign is primarily
directed towards female entrepreneurs. The tagline is “Dreams come true with Tupperware” and
the social media partner for this campaign is SocialKonnekt.
 Seal your love with Tupperware, get old or damaged seals replaced

Tupperware launches ‘Seal the Love’ campaign at all distributor locations across India for the
month of February. As a part of this campaign, customers can come and get the damaged seals of
their old containers replaced or purchase new seals. Tupperware as a brand enjoys a strong
following, based on long-standing trust and loyalty from its consumers. From the very beginning,
Tupperware’s lifetime warranty has been a rewarding proposition for consumers and this campaign
is a testimony to the brand’s promise of ‘Tupperware for Life’.

‘Seal the Love’ campaign is aimed at reducing plastic waste, as all damaged seals collected via
this activity will be duly recycled by Tupperware to create non-food applications like flower pots.
Tupperware products are covered against chipping, cracking, breaking or peeling under normal,
non-commercial use for the lifetime of the product*. Tupperware recycles or reuses 90% of all the
products that they manufacture.

As an environmentally conscious company, Tupperware is continuously evaluating how they can

further reduce their social and environmental impact at all levels with the organization, including
production, distribution and design. Tupperware has invested $3.2 million over the past three
years, for environmental improvements in their manufacturing facilities.

MARKETING MIX STRATEGIES

1. PRODUCT
Products was to be a formidable market force in kitchenware only. Their product which is
kitchenware is made of plastic and mainly food containers. It comes with a range of kitchenware
products used for food preparation, containment, serving, and storage. Tupperware also design
their product which are changing trends, consumer taste and preferences. Design such as plastic
for carrying cases for women, designed containers which is can be used in microwaves.
Designed toys which is can attracted the kids and contemporary design.

As it entered in India, the company’s purpose was to be a formidable market force in kitchenware
only and that is exactly what it does and has achieved. Its kitchenware is made of plastic and is
mainly food containers. In fact, the company can be credited for creating a revolution in India.

The brand comes with a range of kitchenware products used for food preparation, serving,
containment, and storage. It is a revolution that changed the Indian consumer behavior from one
that depends on traditional metal food containers to one that is plastic based. One thing that is for
sure with Tupperware products is the fact that no matter what, the product quality will have to be
maintained.

2.PROMOTION

May consider some strategies which can be used for this aspect of marketing. Promotion
includes elements like: advertising, public relations, social media marketing, email marketing,
search engine marketing, video marketing and more. It makes an advertising or a social media
marketing which is have attracted many customers from internet users.

Tupperware prefers the use of direct selling over retailing strategy. Compounded with its unique
and quality products, middle-income earners are able to afford to equip their kitchens with
unique elegant products. Home demonstrations are performed to enable users to get the best out
of the Tupperware products. Such demonstrations are given before the products are sold to the
end users. Together with that, food preparation tips and advice is given by the company.

3.PRICE

The company’s policy is to produce quality products at the least possible price. Most of their
products are therefore lowly priced. Though a number of their kitchenware may be termed as
premium rated, the value-for-money that a consumer gets makes them consider these products to
be cheap.

It is because of their low rating that many middle-income earners have become important
stakeholders or rather customers of Tupperware. As far as lower price competition is concerned,
Tupperware has displaced almost all competitors in any market that they have already penetrated.
The basic pricing policy they are using is to assess the price of products already in the market and
mark a comparative price tag on theirs.

4.PLACE

The company is all over the world but more dominant in India, Indonesia and Germany, targeting
mainly the middle-income earners though high-income earners have also ended up falling in love
with these products. New Zealand, Australia and USA are also countries where the product has a
considerably good market share.

Due to its use of multi-level marketing, and cutting the long chain that always involves the
manufacturer selling the product to the distributor, then to a wholesaler, retailer and lastly to the
consumer, most of the money that could have been spent across this chain is saved hence enabling
the consumer to get the products at an affordable price.

The company thus employs a business type akin that of franchises where business leaders are
created in every town and city. These leaders appoint sales forces, train them and send them to
execute the company’s agenda. So far, it is operational in 59 cities/town.

5.PEOPLE

Important part in marketing mix. It included management, employees, renumeration, and

individuals. Tupperware’s personal selling. They will go from house to house and show their
product and show some demonstration of the strength of the product. They will try to persuade
the customer to buy that product or order the product which is can be choose in catalogues.

6.PROCESS
To launch their product or to increase their own income, they need customer focus to improve
their weaknesses. Have process on selling the product start with sell the product until paying and
also delivery process.

7.PHYSICAL EVIDENCE

Is included sales/ staff, contact experience, look and feel or product packaging. The customer
wants to know how the packaging of the product either in boxes or in the paper bag. If the
packaging is nice and can attract customers, this one factor of physical evidence successfully
caught customer’s attention. They will provide good and quality of product packaging.
Packaging which can give a safety of product from any damage. Packaging mostly are suitable
with that item which is we can put it back easily after we used it.
 CHALLENGE

- The risen of counterfeit products

- The price of Tupperware is higher than competitors

RECOMMENDATIONS

- Give awareness to consumers about the differences of the counterfeit and a legit product
- Give awareness to consumers on products which does has lifetime warranty.
- conduct the research and development product continuously

CONCLUSION

Tupperware will expand and develop the company to increase sales and profits. They will try
many ways to get close to the customers and be the number one in their heart.
In order to achieve that goals, they must advertise more through social media, billboard,
magazine and website.