Abstract

This caselet throws light on the multi-level marketing and single level marketing models used by direct marketers worldwide. It briefs about the direct marketing strategy of Tupperware India Pvt Ltd., the wholly owned subsidiary of Tupperware Corporation, USA. The caselet describes the ‘Party Plan’ concept of the company and analyzes the reasons for its success. It also discusses the different sales promotions pursued by the company to counter competition and penetrate the smaller cities and towns.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Single level marketing model as a promotional tool
• Role of customer involvement in marketing communications
• and Significance of network- marketing.

Keywords

Tupperware India Pvt. Ltd., Eureka Forbes, Amway, Party Plan, Single level marketing, Multi level marketing, Direct marketing, Indian Olympic Association and South Asian Federation (SAF)