Abstract

The caselet turns the spotlight on Tupperware’s direct marketing strategies. It focuses on how a novel direct marketing practice, the Tupperware Home Party (THP), adopted by the company was responsible for its success. The caselet explains how the THPs were a major driving force in attracting a huge customer base and how they provided a source of income to women attending these parties.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• How Tupperware achieved success through direct selling
• Tupperware Home Parties - Tupperware’s direct marketing strategy
• The role played by women in the success of THPs
• The various benefits reaped by Tupperware through the innovative concept of THPs.

Keywords

Tupperware Corporation (Tupperware), Earl Tupper, plasticware, storage containers, microwave cookware, Yankee trader, DuPont Chemical Company, consumer products, demonstration, direct selling method, door-to-door, Tupperware Home Parties, dealer, full-time manager, distributor, Tupperware distributorships, sales personnel, Tupperware Sparks, promotional strategies, jubilees, kitchen tools, the double Colander, contemporary styles, Rush hour and Office parties, Value for Time classes, Custom Kitchen Planning demonstrations, online parties, full-time consultants, direct selling organizations, independent sales people