Tupperware in India
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Case Details:
Case Code : MKTG086
Case Length : 17 Pages
Period : 1996-2004
Pub Date : 2004
Teaching Note : Available
Organization : Tupperware
Retail ing
Countries : India
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Excerpts
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...
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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."...
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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... |
Exhibits
Exhibit I: Earnings of Tupperware (1998-2002)
Exhibit II: Tupperware's 'Food Preparation and Storage' Product Range
Exhibit III: Network Structure of Tupperware
Exhibit IV: Network Structure of Amway
Exhibit V: A Note on the Network Marketing Industry in India
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