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Case Study: Direct Selling Concept

This document provides an overview of the direct selling concept through a case study of Tupperware in India. It discusses how Tupperware was founded in 1938 and introduced its unique "party plan" marketing strategy in 1951. It then summarizes Tupperware's expansion to India in 1996 and its initial focus on utility products. The document also outlines Tupperware's network structure and marketing strategies in India, including its emphasis on product, party plan, and people. It analyzes Tupperware's strengths, weaknesses, opportunities, and threats, and discusses its segmentation, targeting, and positioning in India. The document concludes with recommendations for Tupperware.

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3K views20 pages

Case Study: Direct Selling Concept

This document provides an overview of the direct selling concept through a case study of Tupperware in India. It discusses how Tupperware was founded in 1938 and introduced its unique "party plan" marketing strategy in 1951. It then summarizes Tupperware's expansion to India in 1996 and its initial focus on utility products. The document also outlines Tupperware's network structure and marketing strategies in India, including its emphasis on product, party plan, and people. It analyzes Tupperware's strengths, weaknesses, opportunities, and threats, and discusses its segmentation, targeting, and positioning in India. The document concludes with recommendations for Tupperware.

Uploaded by

bansi2kk
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Direct Selling Concept

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

 1946-Tupperware came in various attractive colors and shape

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


Tupperware company

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


marketing

• Tupperware concentrated on women as their prime sellers


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

Distributor
(overall management of the unit)

Manager
(Manages a team of six dealers)

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

• Tupperware’s marketing strategy was


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

• Tedious task to identify hostess and persuade


them to host the party

• Time- consuming process

• Excessive rely on the influence on dealers


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

• Local manufactures of plastic container


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

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

• Extend target customer

• Capital equipment, raw material and plastic


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

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