Tupperware Home Parties - Mixing Business with Fun*

Details

Mini Case Code : CLIM027
Publication date : 2005
Subject : International Marketing
Industry : -
Length : 05 Pages
Price : Rs. 100

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Key words:

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

Note

* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

 

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.

Issues: » 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 Introduction Tupperware Corporation (Tupperware) was one of the most successful plasticware selling organizations in the world.

The company was founded by Earl Tupper (Tupper) in 1938. By 2005, Tupperware was operating in more than 100 countries.

Tupperware provided a wide range of products such as storage containers, microwave cookware, children's toys, beauty and skin care products, etc. The company was considered one of the most trusted names and was well known for its high quality and fine designs...

Questions for Discussion:

1. Discuss how Tupperware Corporation applied the innovative business concept Tupperware Home Parties to reach the target customers.

2. Discuss the various measures taken by Tupperware Corporation to motivate its sales force.

Cases on related topics

1. Tupperware in India

2. Women Sales Force at Tupperware

3. Tupperware India's 'Party Plan'