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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Background Note Contd...
He created many light weight, non breakable containers such as cups, plates, bowls etc, with this substance. Earl S. Tupper founded the Tupperware company in 1938. During the Second World War, the company concentrated on molding parts for Navy signal lamps and gas masks.
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After the war, the company turned its attention to manufacturing plastic products for the growing consumer market. Its first consumer products were a bell shaped flexible container called the Bell Tumbler and the Wonderlier Bowl (a round bottomed bowl with a lid).
These products were superior to the traditional glass and crockery as they were unbreakable. Tupperware products were durable and were also easy to handle. They came in various attractive colours and shapes. At a time when Americans used glass and crockery to store and serve food items, Tupperware provided a more durable and reliable alternative.
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Tupperware also designed the renowned air-tight, liquid proof lid in 1946. It was modeled on the inverted rim of a paint can. This lid prevented spillage and wiltage of the stored items and kept them fresh for a longer time. From its inception, Tupperware faced challenges in marketing its products. In 1946, though the Tupperware plastic products were introduced in hardware and department stores, they failed to generate demand.
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It became clear that the company needed to educate the consumers about the quality and properties of the products. In the late 1940s, Brownie Wise, who was selling household products for Stanley Home Products3 was hired by Tupperware.
She gave Tupperware its unique "Party Plan" method of marketing. In 1948 Tupperware's first Home Party was conducted. Here, Tupperware products and their uses were demonstrated to consumers.
These demonstrations helped the company to explain to the customers, the quality, the usage and the reasons for higher cost of its products. |
Brownie Wise was appointed the Vice President of the Tupperware company in 1951. She removed all Tupperware products from retail outlets and marketed them through the Party Plan method. The company concentrated on women as their prime sellers and consumers...
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