Slide share 1

1. 1. GOOD AFTERNOONTUPPERWAR E IN INDIA PRESENTED BY GR-01

2. 2. So they started the strategy to educate the customers about the quality and properties of
the product. Year 1946- products were displayed in hardware and department stores,
which failed in generating demands. Year 1946- designed the renowned air tight, liquid
proof lid. It started by using mold parts for navy signal lamps and gas masks. Its products
were durable and easy to handle. Year 1938- Earl S. Tupper founded the Tupperware
company.About Tupperware
3. 3. She removed all Tupperware products from retail outlets and marketed them through the
party plan method which was introduced by her earlier. Improvement made my Brownie
Wise- Home Party- Here what happened was that Tupperware’s products and usages were
demonstrated to the customers. Which justified the reasons for the high cost of Tupperware’s
products. Year 1948- First home party for Tupperware was conducted. She introduced
the unique “Party Plan” method of marketing. Late 1940’s – Brownie Wise a Sales women
who was selling household products for Stanley Home Products was hired by Tupperware
company.
4. 4. contemporary designs TupperWave Stack Cooker cooked meals for four in 30 minutes
and for those in a hurry Microsteamer cooked meals for two in 10 minutes. designed
containers which could be exclusively used for microwaves. designed toys for children
keeping in mind each stage of a child’s development. plastic carrying cases for women.
Products of tupperware- Tupperware always designed its products keeping in mind the
consumers taste, preferances and changing trends: Women were the prime sellers and
consumers for the company.
5. 5. When its profit increased it expanded its business into various lines such as beauty
control, jewellery, apparels Tupperware always looked for new products and newer
markets. It set up manufacturing units in 14 countries . When it entered a country it
appointed a distributor from another country waited for her to grow and then promoted others
from her team as distributors.
6. 6. Tupperware standards were maintained by selecting units in Bangalore and Baroda
Direct selling and party plan both was implemented. Tupperware India added new products
at regular intervals and dropped those which didn’t sell well. It launched 11 products in
India , which were useful rather than decorative. Appointed 15 distributors in the 1st 12
months. Its initial focus was on utility rather than style. These 15 were given training on a 14
week designed training program. It entered in India in the year 1996. started its operations
from New Delhi.Tupperware in India
7. 7. By 2002 Tupperware India had 75 products and more than 40,000 sales people and a
reach in 31 cities. Company’s Turnover- in 1999 it was 400 million and by 2000 it was Rs
570 million. Within four years of operation in India, Tupperware India became the fastest
growing market for the company in developing countries.
8. 8. As said by the executives that Tupperware only offered food storage products in India and
kitchens in India are primarily looked after by women, it was easier to promote products
through women. And they felt that Indian women were not comfortable working with men.
The network of Tupperware in any country had 90% women employees , whereas in India it
was 100% women employees. In case of Tupperware the network structure had three
levels. First the lowest level was the Dealer then was the Manager and Finally at the top
level was the Distributor. It adopted a three- tire structure Where as Amway another direct
selling company followed a model where the distributors were the center of the model.The
Tupperware Model
9. 9. Distributer made profit on sales of the entire distribution team. Manager made profit on
sales, training Dealers earned 25% commission on sales. Performance based
compensation was givenCompensation
10. 10. 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. Product – Tupperware products carried a lifetime
guarantee. Any damage to the product could be replaced at any point of time anywhere in
the world. 3. People 2. Party Plan 1. Product Its marketing strategy is the three
P’sMarketing Strategy
11. 11. People- Tupperware believed that there business success was through people therefore
Brownie had said “built the people, and they will build the business”. They had reward
system for employees. They organized three social events per month. 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. The Tupperware
women demonstrates the benefits and usages of the products to the invitees to the party.
And the hostess gets a free gift of tupperware product.
12. 12. As said by the executives that Tupperware only offered food storage products in India
and kitchens in India are primarily looked after by women, it was easier to promote products
through women. And they felt that Indian women were not comfortable working with men.
The network of Tupperware in any country had 90% women employees , whereas in India it
was 100% women employees. In case of Tupperware the network structure had three
levels. First the lowest level was the Dealer then was the Manager and Finally at the top
level was the Distributor. It was different from other direct selling companies. It adopted a
three- tire structure which made operations easier for the company.Question 1.
13. 13. TUPPERWARE DISTRIBUTER MANAGER DEALER
14. 14. Distributer made profit on sales of the entire distribution team. Manager made profit on
sales, training Dealers earned 25% commission on sales. Performance based
compensation was given
15. 15. A distributor at the top could earn even without selling Amway products through the
chain below. The distributors at the base of the hierarchy earned the least. They earned
commissions on the sales of the distributors under them. The compensation plan followed
by Amway resembled a pyramid structure with the people at the top (top distributors) earning
the most. Where as Amway another direct selling company followed a model where the
distributors were the center of the model.
16. 16. AMWAYSUPPLIER MOTIVATIONAL ORGANIZATION DISTRIBUT ER AMWAY
CONSUMER
17. 17. Joined with P In case of advertising and promotion it used traditional methods to
advertise and promote its products in India through popular magazines like Elle, Femina and
parenting It also used an effective marketing and advertising and promotional strategy
which is, its marketing strategy is the three P’s Product, Party Plan and people. Direct
selling was adopted. Tupperware came up with an innovative method for selling its
products the “party plan”Question 2&G , HLL, Whirlpool
18. 18. With the involvement with other companies helped in the promotion of Tupperware
products in India. Their focus on customization, product, people earned them a
recognition 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 through party plan. Women accepted it as part time job Reached to
individual customers.ADVANTAGES
19. 19. This type of party plan and direct selling did not attract the competent personnel.
Advertising and promotions created a suspicion that company is taking direct orders and
reducing their commissions Party plan requires the hostess bear the costs.
Disadvantages came on the part of employees who wanted a full time job.Disadvantages
20. 20. The innovation tQuestion 3.hat the company adopt to expand its market and become
profitable are1. Direct selling and party plan2. Tupperware’s network structure of three
 levels.3. Its decision on the distribution system to change to a multi warehousing system.4.
Its marketing strategy of 3 P’s product, party plan and people.5. Decision of customizing
products to the Indian kitchens.6. Decision of reducing prices on few of its products in order
to attract middle class customers7. Its advertising strategies through Elle, Femina and
Parenting. And cross promotional strategies with P&G, Whirlpool and HLL.
21. 21. According to analysts India offered a huge market for Tupperware and the companies
growth rate in India facilitated accelerated investment in the country. The company did not
face any major competition from other plastic wares in India due to its quality products.
Tupperware was gaining fast recognition in India. More than 40,000 sales people and a
reach in 31 cities. By 2002 Tupperware India had 75 products 2000 it was Rs 570
million. in 1999 it was 400 million Company’s Turnover- Within four years of operation in
India, Tupperware India became the fastest growing market for the company in developing
countries. The success of the company in India can be seen as:
22. 22. Extraordinary design for everyday living is what the Tupperware motto says.
Tupperware - All in the party! It comes under the category of Direct Marketing and can be
the ideal flexi time job. By 2002 Tupperware India offered more than 75 products, had more
than 40,000 sales people and a reach in 31 cities. SOME FACTS REGARDING ITS
GROWTH Tupperware is placed in the highly competitive direct selling industry because
Company’s Turnover- in 1999 was 400 million and by 2000 it was Rs 570 million.Question
4.
23. 23. Today, Tupperware is one of the worlds leading direct selling companies, with nearly
one million independent sales people bringing Tupperwares premium food storage
containers, serving products, microwave cookware and childrens toys to life in more than
100 countries. For almost 50 years, Tupperware has been making it all possible in homes
around the world - not just providing products, but giving women rewarding careers too.
Slide share 2

1. 1. Tupperware Marketing Strategy

2. 2. About • Year 1938- Earl S. Tupper founded the Tupperware company. • It started by using
mold parts for navy signal lamps and gas masks. Its products were durable and easy to
handle. • Year 1946- designed the renowned air tight, liquid proof lid. • So they started the
strategy to educate the customers about the quality and properties of the product.
3. 3. • Late 1940’s – Brownie Wise a Sales women who was selling household products for
Stanley Home Products was hired by Tupperware company. • She introduced the unique
“Party Plan” method of marketing. • Year 1948- First home party for Tupperware was
conducted. • Improvement made my Brownie WiseShe removed all Tupperware products
from retail outlets and marketed them through the party plan method . Women were the
prime sellers and consumers for the company.
4. 4. Their strategy was to save money, time, cabinet space. Contemporary designs 
Designed containers which could be exclusively used for microwaves.  Designed toys for
children keeping in mind each stage of a child’s development.  Plastic carrying cases for
women. Products of Tupperware Tupperware always designed its products keeping in mind
the consumers taste, preferances and changing trends:
5. 5. • Tupperware always looked for new products and newer markets. It set up manufacturing
units in 14 countries . When it entered a country it appointed a distributor from another
country waited for her to grow and then promoted others from her team as distributors. •
When its profit increased it expanded its business into various lines such as beauty control,
jewellery, apparels
6. 6. Cookware Kitchen Mates Serving Microwave Storage Water Storage Bulk Storage Cold
Storage Vegesafe Kid On The Go Gift Set Limited Release BeautiControl
7. 7. (1 to 4 Products) Cookware Kitchen Mates Serving Microwave Storage Water Storage
Bulk Storage Cold Storage Vegesafe Kid On The Go Gift Set Limited Release BeautiControl
24cm Fryer with Glass Cover 24cm Fryer with Glass Cover This see-through, heat tempered,
glass covered, deep fryer doubles up as a mini induction oven. Its versatility ensures that it
also provide hours of opportunity to discover new uses. Stock code: 48082 Details: 3.0L
RM273.00
8. 8. (2 to 4 Products) Cookware Kitchen Mates Serving Microwave Storage Water Storage
Bulk Storage Cold Storage Vegesafe Kid On The Go Gift Set Limited Release BeautiControl
Tupperchef Wok (1) - 38cm stock code : 55313 Tupperchef Wok (1) 38cm RM459.00
9. 9. (1 to 10 Products) Cookware 650ml Large Stor N Pour Set (3) Kitchen Mates Serving
Microwave Storage Water Storage Bulk Storage Cold Storage Vegesafe Kid On The Go Gift
Set Limited Release BeautiControl Preparation made easy The recipe for creating exotic
taste lies in the secret of marination and Tupperware has all the right ingredients to make
home cooking a wholesome experience. Aromatic spices. Exotic sauces. Fragrant cooking
oils. Creamy salad creams. Store them, use them conveniently and blend them to perfection
with Tupperware's kitchen essentials! Stock code: 53157 Details: 650ml 9.0cm (D) x 17.1cm
(H) RM61.50
10. 10. (5 to 10 Products) Cookware B2B Snack Store (1) Kitchen Mates Serving Microwave
Storage Water Storage Bulk Storage Cold Storage Vegesafe Kid On The Go Gift Set Limited
Release BeautiControl A versatile storage container to suit your mood for your favourite
snacks! Stock code: 54369 Details: 24.5cm(L) x 24.5cm(W) x 8.0cm(H), 2.9L RM34.50
11. 11. (2 to 7 Products) Cookware Legacy Floria Bread Server (1) Kitchen Mates Serving
Microwave Storage Water Storage Bulk Storage Cold Storage Vegesafe Kid On The Go Gift
Set Limited Release BeautiControl 56976 Legacy Floria Bread Server (1) 28.7cm (L) x
14.5cm (W) x 13.1cm (H) RM35.50
12. 12. (4 to 7 Products) Cookware Legacy Floria Dining Plate (6) Kitchen Mates Serving
Microwave Storage Water Storage Bulk Storage Cold Storage Vegesafe Kid On The Go Gift
Set Limited Release BeautiControl Legacy Floria Condimate Set 87861 RM63.00
13. 13. (1 to 6 Products) Cookware 1.5L Rock 'N Serve Medium Rectangular Kitchen Mates
Serving Store, reheat & you’re ready to eat. Microwave Storage Water Storage Bulk Storage
Cold Storage Vegesafe Kid On The Go Gift Set Limited Release BeautiControl Plan, prepare
and then microwave reheat your favourite meals… Virtually unbreakable and stain-resistant,
Rock N Serve containers carry your home-cooked meals to the fridge, then from the fridge to
the microwave and on to the table. Stock code: 56463 Details: 1.5L, 19.2cm (L) x 14.6cm
(W) x 10.2cm (H) RM59.80
14. 14. (2 to 5 Products) Cookware Kitchen Mates Serving Microwave Storage Water Storage
Bulk Storage Cold Storage Vegesafe Kid On The Go Gift Set Limited Release BeautiControl
14pc Modular Mates Essential Set Stock Code : 4003 14pc Modular Mates Essential Set
Comprises : * MM Square II(2) 18.2cm(L) x 18.2cm(W) x 11.5cm(H) * MM Square IV(1)
18.2cm(L) x 18.2cm(W) x 22.5cm(H) * MM Oval II (2) 18.3cm(L) x 9.3cm(W) x 11.5cm(H) *
MM Roundl IV (2) 9.0cm(D) x 22.5cm(H) * Gift Box RM199.00
15. 15. (1 to 6 Products) Cookware Kitchen Mates Serving Microwave Storage Water Storage
Bulk Storage Cold Storage Vegesafe Kid On The Go Gift Set Limited Release BeautiControl
14.5L Water Dispenser (1) This jumbo water dispenser is made for party serving. Up to 70
drink cups. Stock code: 54323 Details: 35.5cm(L) x 32.0cm(W) x 30.2cm(H) RM149.80
16. 16. (2 to 6 Products) Cookware Kitchen Mates 2L Fridge Water Bottle 55438 Serving
Microwave Storage Water Storage Bulk Storage Cold Storage Vegesafe Kid On The Go Gift
Set Limited Release BeautiControl Details: 28.4cm(H) x 11.8cm(W) x 11.8cm(L) RM37.80
17. 17. (1 to 1 Products) Cookware Kitchen Mates Rice Dispencer(1)10.5kg NEW! Serving
Microwave Storage Water Storage Bulk Storage Cold Storage Vegesafe Kid On The Go Gift
Set Limited Release BeautiControl 58086 Rice Dispencer(1)10.5kg Sticker(1) Rice for Life
Booklet(1) RM288.00
18. 18. (1 to 9 Products) Cookware Kitchen Mates Freezermate Essential Set Stock Code : 4016
Serving Microwave Storage Water Storage Bulk Storage Cold Storage Vegesafe Kid On The
Go Gift Set Limited Release BeautiControl Freezermate Essential Set RM193.00
19. 19. Tupperware in India • It entered in India in the year 1996. started its operations from New
Delhi. • Appointed 15 distributors in the 1st 12 months. Its initial focus was on utility rather
than style. These 15 were given training on a 14 week designed training program. • Direct
selling and party plan both was implemented.
20. 20. COMPENSATION • • • • Performance based compensation was given Dealers earned
25% commission on sales. Manager made profit on sales, training Distributer made profit on
sales of the entire distribution team.
21. 21. • • • • • Its marketing strategy is the three P’s 1. Product 2. Party Plan 3. People Product
– Tupperware products carried a lifetime guarantee. Any damage to the product could be
replaced at any point of time anywhere in the world. • 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.
Marketing strategy
22. 22. • The Tupperware women demonstrates the benefits and usages of the products to the
invitees 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. • People-
Tupperware believed that there business success was through people therefore Brownie had
said “built the people, and they will build the business”. They had reward system for
employees. They organized three social events per month.
23. 23. DISTRIBUTER MANAGER DEALER
24. 24. • In case of Tupperware the network structure had three levels. First the lowest level was
the Dealer then was the Manager and Finally at the top level was the Distributor. • The
network of Tupperware in any country had 90% women employees , whereas in India it was
100% women employees. • As said by the executives that Tupperware only offered food
storage products in India and kitchens in India are primarily looked after by women, it was
 easier to promote products through women. And they felt that Indian women were not
comfortable working with men.
25. 25. • Where as Amway another direct selling company followed a model where the
distributors were the center of the model. • The compensation plan followed by Amway
resembled a pyramid structure with the people at the top (top distributors) earning the most. •
They earned commissions on the sales of the distributors under them. • The distributors at
the base of the hierarchy earned the least. • A distributor at the top could earn even without
selling Amway products through the chain below.
26. 26. AMWAY AMWAY MOTIVATIONAL ORGANIZATION SUPPLIER DISTRIBUTER
CONSUMER
27. 27. • Tupperware came up with an innovative method for selling its products the “party plan”
• Direct selling was adopted. • In case of advertising and promotion it used traditional
methods to advertise and promote its products in India through popular magazines like Elle,
Femina and parenting • Joined with P&G , HLL, Whirlpool
28. 28. • Reached to individual customers. • Women accepted it as part time job • Their focus on
customization, product, people earned them a recognition • With the involvement with other
companies helped in the promotion of Tupperware products in India.
29. 29. • For almost 50 years, Tupperware has been making it all possible in homes around the
world - not just providing products, but giving women rewarding careers too. • Today,
Tupperware is one of the world's leading direct selling companies, with nearly one million
independent sales people bringing Tupperware's premium food storage containers, serving
products, microwave cookware and children's toys to life in more than 100 countries.
Marketing Mix of Tupperware – Tupperware Marketing Mix
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 multi level
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.

Product in the Marketing Mix of Tupperware :

Just because a product strategy has worked for me, it doesn’t mean that
the same strategy will work for you. Unlike most of the other companies
that depend on diversification to woo customers, Tupperware employs
specialisation.

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 behaviour 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.

Price in the Marketing Mix of Tupperware :

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.

Place in the Marketing Mix of Tupperware :

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/towns

Promotions in the Marketing Mix of Tupperware :

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.
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,
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, 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.
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 strategy
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.
A clear agenda with customised offerings
Tupperware was always very clear about what it wanted while entering the
Indian shores. Our expertise lay in the kitchenware products globally and that
is what we brought in here along with lots of innovation and a heavyweight
brand-name backing.
We 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 we did, priced the Tupperware products at a
slightly premium range backed with lifetime warranty and solid quality. And
today the result is for all of us to see as the Indian middle class household
swears by the product.
Encouraging women
At Tupperware, we have an all-women salesforce. There are 40000 sales
force and 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 our products, women are the key
decision makers and influencers of purchase. As such we find women take to
selling our products and our kitchen solutions with ease as it is second nature
to them.
Every year the number of these women are recognised 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 salesforce connected and motivated. Achievement of sales targets,
penetrating new markets etc are criteria for qualification for incentives and
trips. Our compensation plan offers rich graded rewards for sales
performance with attractive incentives which is shared by the company with
our distributors.
Competition
While generically in our product category, there is competition in retail, when
we consider functionality and price segment, we are unique. The recent
initiatives of promoting our brand through alternate media have been to
supplement the word of mouth generated by consumers and more importantly
to connect consumers to our Tupperware Salesforce rapidly. We 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 us despite the
premium price. In the long run, we see ourselves becoming a brand of choice
for every middle-class home. This way, we will displace the lower-priced
competition that currently exists in our market.
The network starts when
Any woman who wants to be a part of the Tupperware family, contacts our
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 training to help her kick-start a successful
career.
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. According to Pradeep
Mathur (Mathur), the then managing director of Tupperware India, as the concept of direct selling was
new to India, Tupperware had to sell both the direct selling concept and its 'Party Plan.'...

The Tupperware Model

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.

Amway, another direct selling company,

followed a model where the distributors were
the centre of the model.

They played multiple roles of

retailers/distributors, sales agents, advertisers
and promoters (word of mouth) for the
suppliers' products...

Marketing Strategy

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. Mathur said, "Our product
has been the corner stone of our success for many years."...

Future Outlook

Tupperware was gaining fast recognition in the

Indian market. Its 'Party Plan' worked well
because it fitted in the urban and semi urban
culture of 'kittie party. By 2002, the company
expanded its operations to more than 35 cities
in the country.

The company did not face any major

competition from other plastic wares in India, as
the quality of Tupperware goods was much
better. However, Tupperware India competed
with manufacturers of steel containers as Indian
consumers used steel containers to store and
carry food...