Tupperware

CHAPTER – 1 INTRODUCTION Tupperware is the name of a home products line that includes preparation, storage, containment, and serving products for the kitchen and home, which were first 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 and it is marketed by means of direct sales through an independent sales force of approximately 1.9 million consultants.

OBJECTIVES OF STUDY The main objectives of undertaking Tupperware‘s Strategy : 1. To understand the Growth of Tupperware in India (The 100% women dominated business) 2. To understand and evaluate to Marketing Strategy adopted by Tupperware. 3. To understand the key factors for success of Tupperware. 4. To evaluate how strong Tupperware is.? (Through SWOT Analysis)

CHAPTER – 2 RESEARCH METHODOLOGY

Research method Primary data

Secondary data

Primary Data These are the following sources from which primary data is taken: 1. Questionnaire 2. Interview Primary Data is data which is available by having conversation, research, etc. So here In Questionnaire method question were been asked to the existing customers of Tupperware in order to understand the Image of company in the minds of customers. On the other hand Interview was taken of Agent of the Tupperware Company to understand about its marketing Strategy.

Secondary Data These are the following sources from which secondary data is taken: 1. Newspapers 2. Tupperware Brochures and Catalogue 3. Websites

Secondary Data is data available or is already available in printed or online format. In this Various article on Tupperware are every now and then published in Newspapers like Business Standards, Hindustan Times, etc. Brochures and Catalogues available with the Agents were used to analyse the Marketing Strategy. Websites like Wikipedia, tupperware‘s Website,etc.

CHAPTER – 3 COMPANY PROFILE Tupperware was developed in 1948 by Earl Silas Tupper (1907–83) in Leominster, Massachusetts. He developed plastic containers used in households to contain food and keep it airtight. The formerly patented "burping seal" is a famous aspect of Tupperware, which distinguished it from competitors. Tupperware pioneered the direct marketing strategy made famous by the Tupperware party. Brownie Wise (1913–92), 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 was known—at a time when women came back from working during World War II only to be told to "go back to the kitchen" —as a method of empowering women, and giving them a toehold in the post-war business world. The tradition of Tupperware's "Jubilee" style events continues to this day, with rallies being held in major cities to recognize and reward topselling and top-recruiting individuals, teams, and organizations.

TUPPERWARE IN INDIA Tupperware entered in India in 1996 and started its operation from the capital of India i.e. New Delhi. Appointed 15 distributors in 1st 12 months. Its initial focus was on utility rather than style. These 15 distributor were given training on a 14 week designed training program. It launched 11 products in India which were useful rather than decorative. Initially standards were maintained by selecting units in Bangalore and Baroda. Within four years of launch in India Tupperware India become fastest growing market for the company in Developing countries. Company Turnover: In 1999 it was 400 million and by 2000 it increased to 570 million. By 2002 tupperware india had 75 products and more than 40,000 sales people and reached in 31 cities of India.

PRODUCTS OFFERED BY TUPPERWARE  Aquasafe Water bottles, water dispensers, jumbo tumblers, cool jugs, etc.  Dry storage Big storage tiffins, airtight tiffins, etc  Food preparation Hand grater, Vegetable peeler, Multi masala storage, etc.  Freezer Products for freezer use like Freezer mate(set of tiffin boxes)  Fridge smart Products for storing food in fridge like air tight boxes, etc.  Lunch ‗n‘ Outdoor Kids tiffins, office Tiffins, slim tiffins, sandwich keeper, etc.  Microwave Microwave proof bowls, crystal wave bowl, divided bowl (2 preparation at a time)  Serving Clara Bowl, crystal plates, etc.

CHAPTER – 4 COLLECTIONS OF DATA AND ANALYSIS DATA COLLECTION TUPPERWARE : UNIQUE BUSINESS STRATEGY Growing at a compounded annual rate of 30 per cent, Tupperware is a leading kitchenware brand in India and is completely into direct selling; it started its operations in 1996. The way the brand has charted out its success path is unique. Asha Gupta, MD,

Asha Gupta, MD, Tupperware India Tupperware India shares some novel business strategies that made Tupperware feature among India‘s top 3 per cent of brands across all categories and segments (as rated by Superbrands), with Varun Jain. The kitchenware market worth was estimated to be over Rs 12 billion in 2008 and had seen a 12 per cent annual rise from what it was in 2003.

TUPPERWARE SELECTED DIRECT SELLING OVER RETAILING Tupperware products are very unique and need to be demonstrated to the end user before being sold. We promote via direct selling salesforce, who perform home demonstrations to groups of people and sell to end consumers. This helps the user to get optimal performance from our products. We also offer advice and tips on food preparation, storage and organisation to our users. All this can be best done in the comfortable setting of a home rather than in retail. Our business model is similar to that of franchising, in the sense that we create business leaders whom we call distributors in every city or town, we are in. They are the ones who appoint

salesforce and train them to success duly supported by the company. This model is easily replicable everywhere.

A DIFFERENT MARKETING STARTEGY It‘s marketing strategy is the three P‘s: 1. Product 2. People 3. Party plan

Product – Tupperware products carried a lifetime guarantee. Any damage to the product could be replaced any point of time anywhere in the world.

People - Tupperware believed that there business success was through people therefore they had said ―built the people, and they will build the business‖. They had reward system for employees. They organized three social events per month.

Party Plan – Tupperware used a direct selling method called the ―party plan‖. In this the women dealer approaches a lady and asks her to host a party at her place, the investment in the party was borne by the hostess. The Tupperware women demonstrated the benefits and usages of the products to the invites to the party. And the hostess gets a free gift of Tupperware product. This method allows the Tupperware products to be demonstrated physically and their utility explained and by this process they justify the reason for the higher costs of the products.

TUPPERWARE PARTIES In the time that it takes to read this sentence, a handful of Tupperware parties all across the world have probably just started. The company estimates that a new Tupperware party kicks off somewhere every 3 seconds, but the gatherings aren't limited to the American suburbs where they first took off. Despite their kitschy reputation, Tupperware parties take place in more than

100 countries, with 520,000 happening every year in France alone. The get-togethers have also become popular elsewhere, including in India, with Tupperware managers hosting 3,000 every week in Delhi. And that's only a snapshot of the total number of Tupperware parties happening across the Asian country, where tens of thousands of women sell the plastic products. To throw a Tupperware party, consultants first find a customer willing to host it in his or her home. The host then invites friends, coworkers, family members and other potential customers for a Tupperware-themed event, during which guests can get an up-close look at the various products. Often, Tupperware party organizers will serve and possibly prepare food and beverages in Tupperware products to demonstrate their usefulness. Guests can then place orders for their own Tupperware products, which the consultant will process. In exchange for opening up their homes, Tupperware party hosts typically receive merchandise gifts proportional in value to the amount of Tupperware sold. Tupperware parties remain the primary sales vehicle for the plastic kitchenware, but in 1988, the company made a radical change by offering catalogue shopping for the first time. Since 1951, parties had been the only outlet for people to purchase Tupperware. Yet as profits and the Tupperware sales force shrank in the early 1980s, the company decided to expand its sales strategy to include catalogues and has since opened up online sales as well. In fact, Tupperware consultants can now throw virtual parties, which allow guests to browse and place orders online during a designated time frame. Although it's Earl Tupper's invention that made the Tupperware Party possible, he can't take credit for this brilliant marketing strategy. Although the initial credit for in-home sales parties goes to Stanley Home Products salesman Norman Squires, a divorcee from Detroit turned Tupperware Parties into an American institution and a revolutionary way for married women to earn income.

BASIC POINTS BEHIND FORMING MARKETING POLICY: 1. A clear agenda with customized offerings

Tupperware was always clear about what it wanted while entering the Indian shores. Tupperware expertise lay in the kitchenware products globally and that is what they brought in here along with lots of innovation and a heavy weight brand name backing. They researched the market and learnt the aspiration level of the Indian middle-class consumers. They aspire to buy/wear/use a brand if it comes at an affordable price. And this is what Tupperware did, priced the Tupperware products at a slightly premium range backed with lifetime warranty and solid quality. And today the result is for everyone to see as the Indian middle class household swears by the product. 2. Encouraging women At Tupperware, they have an all-women sales force. There are 40,000 sales force and more than 80 distributors. This has been a conscious decision with a view of empowering women with a career opportunity, which they can pursue with flexibility. A women only business model in an Indian concept has found social acceptance and this is evidenced by the level of comfort that family members have in letting the lady of the house pursue a business opportunity in a safe setting. Further, given the category of Tupperware products, women are the key decision makers and influencers of purchase. As such we find women take to selling Tupperware products and kitchen ware solutions with ease as it is second nature to them. 3. Rewarding the woman’s Every year the number of these women are recognized and rewarded for their significant achievements in selling these world class products. Rewards and recognition are at the very core of a direct selling business. It is the glue that keeps sales force connected and motivated. Achievement of sales targets, penetrating new markets etc are criteria for qualification for incentives and trips. Tupperwares compensation plan offers rich graded rewards for sales performance with attractive incentives which is shared by the company with their distributors. 4. Competition

While generically in Tupperware product category, there is competition in retail, when they consider functionally and price segment, they are unique. The recent initiatives of promoting their brand through alternate media have been to supplement the world of mouth generated by consumers and more importantly to connect consumers to tupperware‘s sales force rapidly. They offer a value-for-money product, which is backed by a life-time warranty. Consumers who buy Tupperware see this value and continue to choose Tupperware despite the premium price. In the long run, they see themselves becoming a brand of choice for every middle-class home. This way, they will displace the lower-priced competition that currently exists in their market. 5. The network starts when Any women who wants to be a part of the Tupperware family, contacts distributor who is in closest proximity to where she lives and attends the business opportunity presentation by the distributor. Subsequently, she is served a starter kit (the cost of the starter kit is Rs.686, which includes the product the lady can sell) and free traning to help her kick-start a successful career.

MISSION AND STRATEGY ANALYSIS  Vision ―To change lives… one at a time (Tupperware Brands).‖  Mission To become the leading worldwide direct seller of premium and original products (Tupperware Brands). This mission is slated to become a reality by providing consumers with products that are original in nature and of high quality, as well as by means of an educational and enjoyable sales atmosphere (Tupperware Brands). The independent sales consultants also benefit from this mission as they are given the freedom and flexibility to grow their independent businesses as they see fit and to seek an unlimited earning potential (Tupperware Brands). Tupperware also empowers their associates to make use of their talents and skills. In return they get recognition and rewards for their achievements (Tupperware Brands).

Tupperware utilizes a variety of strategies in order to realize the corporations‘ vision and mission.

Key to their strategies include: o Selling their products through independent sales consultants as oppose to through retail shops (Tupperware Brands). By doing this Tupperware brands is able to offer their customers an enjoyable, entertaining, and fun sales atmosphere. o Allowing their independent sales consultants to reach unlimited growth and earning potential (Tupperware Brands). Tupperware gives their consultants the freedom and flexibility to operate their independent business at their discretion and at their own pace. o Creating confidence and trust for the brands they offer in the minds of their consumers (Tupperware Brands). This is done through environmental friendly product offerings that can be reused and easily recycled. o Tupperware also provides step-by-step training for their associates and independent consultants ensuring that they have the tools to become successful in their business ventures (Tupperware Brands). Success then leads to ―take your breath away‖ recognition. Recognition can come in the form of cars, dream vacations, jewelry and onstage recognition, just to name a few (Tupperware Brands). o Diversification in that their products are of high quality, last a lifetime, and can be passed down from generation to generation (Tupperware Brands). o Merging or exiting weak businesses so that they do not divert management‘s focus from priorities (Tupperware Brands).  Other current operations specific to their strategy include: o

Tupperware Brands globally manufactures and sells products ranging from food storage to beauty and personal care products.

o

As Tupperware Brands has already captured the hearts and minds of their U.S. based market their new focus is growing their brands in the South and Central America, Europe, and Asia Pacific markets.

o

Tupperware Brands is committed to leaving a legacy that drives positive change in the lives of women and families all across the globe (Simon). Over the past three fiscal years ranging from 2007 to 2009 Tupperware Brands has managed to keep their net income out of the red and continually keep growing despite the recession. In the fiscal year of 2007, Tupperware Brands reported a net income of $141.2 million. In the fiscal year of 2009, this net income jumped to $195.7 million (Tupperware Brands). This increase of $54.5 million since 2007 is evidence of successful strategy formulation and implementation by the Tupperware Brands Corporation (Tupperware Brands). Tupperware Brands business strategies and social investments are aligned to enlighten, educate, and empower women and girls. They aim to build generations of confident, accomplished women who will sustain the societies around them (Tupperware Brands).

WAYS OF MARKETING TUPPERWARE: The concept of having Tupperware parties, where Indian women(agents of Tupperware) share recipes, cooking advice and health tips while meeting a prospective agent, is a different approach to marketing as well as distribution. The strategy has been instrumental in the success of Tupperware. Tupperware can be accredited to have changed the habits of many Indian households, as they switched from their traditional metal food containers to the plastic ones that catered to the local food habits. Tupperware is a household name today, and the Tupperware kitchen products can be found in nearly every household the world over. What‘s more, Tupperware is also one of the most popular network marketing opportunities that comes replete with a whole line of home and kitchen storage products. With a sales force of more than 2 million in over a 100 countries across the globe, Tupperware continues to offer some of the most innovative kitchen products. This global company enables

millions of women, and even men, to start and build their own home-based businesses and it gives them a chance to build their futures.

Although Tupperware sells itself, it is very important for you to work on it in order to get money. However, this is the case with any network marketing business. But unlike all other businesses, with Tupperware there is just no limit to your earning potential! If you are interested in investing in Tupperware as a home-based business, then it is important to learn some valuable tips and strategies to help you master the world of network marketing.

So, what are the secrets to marketing Tupperware kitchen products? In order to generate any sort of income, it is extremely important to have a large consumer base. This way you will generate income through commission, retail and bonuses. However, to gain any kind of income it is very important to expose your products through stringent marketing strategies. Here are 5 surefire ways to market your Tupperware kitchen products: 1. Social Networking:

Using social networking to market your Tupperware kitchen products is a great way of gaining exposure. Sites like Facebook are extremely popular social networking sites that can link you to millions of people. Create a fan page for your Tupperware home business and invite everyone you know to join it. Make frequent posts about new products and special offers and always host parties! Twitter is another great site in which you can share the same information. Moreover, you could even start

your own personal Tupperware website. Most people like to shop online for their products and it is very important promote your URL and give them easy access to your site at all times. 2. Online Marketing:

Effectively marketing your Tupperware kitchen products online is a great way to gain recognition. The Internet will expose you to a large audience base, and it is up to you to come with a number of strategies attract more clients. There are 2 extremely helpful ways of helping people find you instead of chasing them. When you start your own Tupperware website, make sure the landing page is absolutely brilliant. Your site should always be user-friendly. When a prospect lands on your page, in most cases, they already know what they want to do on your site. So, make it as appealing to them. Show them what you have to offer and always make sure they can clearly see what is waiting for them on the MAIN MENU. Once a client opts in to your landing page, your goal is to ensure they add themselves to your auto-responder email list. This can only be done if you give them an appetite for what you have for them. Tell them about the benefits of joining the Tupperware community and what they can expect to gain. Next is keyword research. This is a method used to find the right solution for a question posed by someone on a search engine. Always make sure to do thorough keyword research. So choose keywords that a potential customer will be interested in. For example, if a person is interested in Tupperware or Tupperware kitchen products, then the keywords he may type would be ―Tupperware products‖, ―Tupperware reviews‖ or ―Tupperware kitchen products‖. Also you could write short articles on Tupperware kitchen products and link

them to your site right at the bottom to let your reader visit your site and gather more information. 3. Theme Parties:

Be creative and host as many home theme parties as you can. Include games and a lot of fun activities. This way, your clients will always be interested in your products and it will encourage them to purchase more from you. Holiday theme parties and Tupperware presentations are a great way to market your brand. Valentine‘s Day, Halloween, Easter, the Fourth of July, Thanksgiving and Christmas are some of the major holidays. Host simple parties like asking members to bring in homemade treats in Tupperware containers. Playing games will ensure your guests are entertained and make sure that there are prizes to be won and discounts offered. Some other theme party ideas include baby showers, wedding showers and even girls‘ night out. Theme parties are a great way to get your guests interested in your product, and a great way to convince your guests to sign up with you. 4. Gift Sets:

Since the Tupperware brand is already so well known, most people know how to use its products. However, help them look at your products as something beyond mere utility sets. Present your products in an attractive way and this will help increase your sales.

Show your guests that the Tupperware products are not specifically used for kitchen purposes but can also be used as a creative set or a gift set. Give them creative ideas and gift options, and show them how by adding just a few Tupperware products, they can have a complete gift set! Wrap the set in cellophane or tulle so they see the end product. This strategy is extremely useful especially during the holiday season when people are constantly on the lookout for good gifts. 5. Bring Value to your Products:

With so many similar disposable products available today, it is very important to bring value to your Tupperware products. Inform people about the benefits of choosing Tupperware products over all other options and give them a cost comparison to show that Tupperware products are more cost-effective and durable. At parties, show your guests that Tupperware is more than just a kitchen product. Also show them the alternative uses to the products to make sure they thoroughly understand the value of Tupperware. Marketing your Tupperware kitchen products can be very challenging. But when you get it right, which eventually you will, the profits will just keep rolling in! 6. Newspapers and magazines Tupperware started giving advertisements in newspapers and popular magazines so that the can efficiently explains the benefits if their products to target customers.

7. Campaigns Most recent campaign

Tupperware, one of the world‘s leading direct selling companies offering premium food storage, preparation and serving items has announced its latest campaign which is titled ‗She Can, You Can‘. Focusing on empowering the women of today, the campaign endeavours to bring out the hidden achievers while helping the womenfolk lead a self reliant lifestyle. It is in this regard that Tupperware has initiated its latest campaign which highlights the vision of Tupperware to ‗Enlighten, Educate and Empower‘ women across the globe wherein the exposure is sure to make them more confident of themselves. The campaign conceptualized and executed by IBD India- A Percept-Hakuhodo Company, while aiming to highlight young women achievers who had the zeal to think out of the box and go the

extra distance to realize their dreams, intends to bring to the fore unsung achievers through Tupperware‘s untold success stories. Roping in two strong role models like Chhavi Rajawat and Saloni Malhotra, who brought about changes in the lives of the people around them; the campaign intends to give a human touch to the brand Tupperware and inspire the modern women to create a path of their own. Adopting a 360° media amplification strategy, Tupperware India in its campaign encompasses TVCs, print advertisements, social media, BTL activities and on-ground activations like seminars and workshops for enlightening women across the country. Bringing in acclaimed adfilmmaker and Director of the recent hit movie Vicky Donor- Shoojit Sircar, who has directed the TVCs for the campaign, Tupperware intends to engage the womenfolk with the ideology and help them take a step towards realizing their dreams. It is here that by creating an emotional connect with the success stories of Chhavi and Saloni, the modern woman can relate to them which will act as a source of motivation for them. Based on the ideology of ‗She Can, You Can‘, where anybody who can dream, shall dream and will achieve it; the campaign is conceptualized, strategized and executed by Percept Group companies like IBD Brands, Percept Profile and Allied Media. Anshu Bagai, Marketing Director, Tupperware India comments, ―There are two aspects to brand Tupperware. On one hand, we have innovative kitchen solutions and for that you have seen a lot of creative campaigns from Tupperware over the last couple of years. These have clearly established Tupperware as a leader in this category. However, the other part of Tupperware is Women Empowerment which is very deeply ingrained in the DNA of Tupperware. Being a direct selling organisation, we have an all-women sales force where a lot of them come from a very simple background but go on to achieve big things in life. They not only earn money which helps them to support their families, but the exposure they get when they join Tupperware makes them far more confident individuals. It is this that we are celebrating in this campaign.‖ Jyotsna Chauhan, COO, IBD Brands says, ―For over 16 years Tupperware has been giving women in India a platform to exercise their economic freedom. ―With ‗She Can, You Can‘, the idea is take this philosophy to the next level by setting up role-models who can be emulated and also to highlight how Tupperware has been a catalyst of this change.‖

―The idea was based on a simple insight: in the face of a challenge one always responds ‗If you can, why can‘t I?‘. This bravado is deeply ingrained in our psyche. We just had to bring together visual role models and connect them with the audience and let their words of inspiration do the rest. The idea was more of a dream at Tupperware which we let take its own path and chart its own course of action.‖ added Jyotsna. Jai Singh, Senior Creative Director, IBD Brands, said, ―The Tupperware ‗She Can You Can‘ campaign is all about celebrating the successes of simple, ordinary women who have had the courage to dream big…and the power to realise them. In doing this, thecampaign seeks to inspire many more women, to come forward to start dreaming and start achieving. At the core of the idea was Tupperware‘s basic ideology of empowering women and giving them wings to fly. Through this campaign we wish to connect the millions of desires to the achieved dreams of our protagonists who will act as the guiding light to innumerable successes waiting to happen. In a first, the campaign will on an ongoing basis create celebrities out of relatively unknown achievers.

COLLECTION ANALYSIS SWOT

(STRENGTHS,

WEAKNESSES,

OPPORTUNITIES

AND

THREATS) Strengths Include:  High level of brand recognition  Expertise employing a direct sales channel of distribution in which it utilizes 2.4 million professionals working as part of an independent sales team (Sec fillings).  Ability to take advantage of negative correlation with respect to the ability to recruit new sales professionals in economic recessions.  Decreased risk and leverage within selling and administrative costs due to sales commissions to independent professionals varying highly with sales.  Weak Buyer Power o Tupperware has an advantage against its competitors in that instead of marketing to large buyers such as Wal-Mart, Target, and Macy‘s, it markets its products directly to the end consumer via its independent sales network (DataMonitor).  Weak Supplier Power o Most of the goods purchased by Tupperware are not highly differentiated, as they are common commodity/raw material goods. This reduces supplier power, and gives Tupperware more negotiating leverage.  Low Threat of Substitutes o There is naturally a large threat of substitutes in this industry, but a few differences in Tupperware‘s business model differentiate them.  Due to Tupperware‘s direct marketing strategy, Tupperware does not have supply contracts with retail outlets, but they do have a higher level of customer loyalty to the brand, and to the individual sales representative.  Tupperware‘s strategy to make product innovation a priority enables them to differentiate their product enough to increase profit margins and reduce the threat of substitutes.

 Moderate Barriers to Entry o Competing with Tupperware‘s international sales team, as well as their reduced costs due to established manufacturing processes running at large scale, would be very difficult for a startup to poach a substantial portion of Tupperware‘s market share.

Weaknesses Include:  Low differentiation between products in the Housewares and Specialties Market.  Low level of penetration in emerging markets outside of North America and Europe.  High costs to create a beauty product that is highly differentiated, though marketing costs are reduced using the current sales model.  Declining brand identity despite high levels of recognition.

Opportunities Include:  Expand sales network and increase penetration in emerging markets, such as South America and Africa.  Enhance sustainability goals and capitalize on buyer preferences for ―green‖ products by marketing products constructed with sustainable materials such as bamboo or recycled paper (Tupperware Brands).  Increase brand identity and profitability by following through on mission to keep Tupperware products innovative.

Threats Include:  Relatively easy for customers to switch brands.  Competition from retail and online rivals.

 Weak Barriers to Entry - With relatively low levels of government regulation, start up costs, and proprietary value, it is easy for a small firm to enter the marketplace and market a competing product.  Strong Degree of Rivalry - There is considerable rivalry among all of Tupperware‘s brands,

especially among the original Tupperware.

 The industry/market is mature and saturated as rivals compete over their respective market shares. The overall findings of the analysis of the strengths, weaknesses, opportunities, and threats of the Tupperware Brands Corporation is that they continue to maintain a strong position within the direct marketing industry.

CHALLENGES FACED BY TUPPERWARE Tupperware biggest challenges include:  Making profits from the new markets the company is trying to penetrate: o In the past few years, Tupperware has made many big investments with the purpose of researching and testing new markets in which the company is trying to compete.  The big challenge will be capturing a sales force, as well as a consumer base that can substantiate the big investment made by the company to enter these new markets.  Creating and launching new products to compete in different segments of the beauty business. o This challenge requires a big investment for research, development, and marketing to come up with the best product and launch strategy for these products.  Maintaining and increasing brand identity, as well as continuing to be one of the top direct sales companies, is a challenge that Tupperware will always have. o The company has been expanding consistently which makes it more prone to failure.

 The fear of failing to successfully compete in new markets or losing sales around the world, represent a big challenge for Tupperware that could bring either lucrative success or big losses for the whole company.

CHAPTER – 5 CONCLUSION Tupperware launched its products in India in 1996 for the first time. And within few years it was amongst the top growing industries in India. It adopted Direct Selling Marketing Strategy instead of adopting Retailing. But the Strategy of Direct Selling proved to be successful for them. Tupperware key factors for Success were its product; even if their products were costly then other products in market people still today prefer buying Tupperware Products because of their long life factor and best quality. Plastic used to produce Tupperware products is of high quality which helps to keep food products fresh and health even after days. Another key factor for Success was its Unique Strategy and 100% women involvement. As Tupperware offers deals in wide range of Kitchen Ware Products, women were the best source of marketing it because if one woman is satisfied she can successfully convince other woman‘s for the same. Hence, Tupperware selected woman and found out strategy of theme party where one woman organizes party at her place and explains about the products in details. Hence, from the above we can conclude that finding out the best Strategy which suits your business is very necessary, which Tupperware did and because of which it is one of the successful companies with a wide range of customers and employees.

CHAPTER – 6 SUGGESSTIONS  Company main concept of Marketing is through Party Plan which is working successfully till now, but in today‘s world to compete with other products same like Tupperware Company needs to find out even another ways of effective marketing.  Company‘s product prices are higher than other substitutes in the market but even after this company is able to sell its products efficiently so if company tries to reduce its costs down then it can capture greater market share then now.  Company can expand its sales network and increase penetration in emerging markets, such as South America and Africa.  Enhance sustainability goals and capitalize on buyer preferences for ―green‖ products by marketing products constructed with sustainable materials such as bamboo or recycled paper (Tupperware Brands).  Thought Company has adopted Online Marketing even in recent times but that is not up to the mark. Company can structure a standard format or Software keeping in mind views of customers which may help them to do Online Marketing as well.

CHAPTER – 7 APPENDICES INTERVIEW (Asked to agent of Tupperware) 1. What are the numbers of new products in market? 2. What according to you are the key factors for success of Tupperware? 3. What is marketing strategy adopted by Tupperware? 4. What is so Unique in Tupperware‘s Marketing Strategy? 5. What exactly the Party Plan is? 6. What are points taken into consideration while forming marketing policy? 7. What are the ways by which marketing is done? 8. Will Tupperware be able to still Survive in the market? If Yes, why?

QUESTONNAIRE (Asked to customers of Tupperware) 1. Are the products offered to you of the same quality which are shown to you in demonstration? 2. Can you see any advertisement of Tupperware in any Newspapers? 3. Do you feel Agents of Tupperware trained well to explain you about the products? 4. If there are many other same ranges of Products available in the market then would you still like to continue buying Tupperware products?

CHAPTER – 8 BIBLIOGRAPHY The above project is taken from the following sources:  Tupperware Catalogue, August 2013.  Tupperware Start-up Brochure for New Agents,2012.  Newspapers 

Tupperware goes more premium Date: 10th July 2013 Source: Business Standards



Smart Kitchen Solutions Date : 26th June 2011 Source : Hindustan Times – HT City

CHAPTER – 10 WEBLIOGRAPHY  http://en.wikipedia.org/wiki/Tupperware http://tupperwarebrands.com/company/vision.html  http://davevirdee.com/2011/03/04/5-most-effective-ways-to-marketing-tupperware-mlm/  http://www.scribd.com/doc/50569402/Tupperware-2  http://people.howstuffworks.com/tupperware1.htm