Abstract

Tupperware’s famed ‘Party Plan’ strategy helped the company to connect with potential customers and generate sales from products which were priced at a premium as compared to similar products in the market. The company entered into tie-ups with FMCG players like P&G to increase visibility in the market. The caselet also mentions how Tupperware developed a fun atmosphere in the company.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Effectiveness of peer group promotions over traditional mode of promotions like advertising. How alliances help in improving visibility among the brands involved in the alliance. The need to look for alternative sales generating options other than direct

Keywords

Tupperware India, Direct selling company, Three-tier network structure, Dealer, Distributor, Marketing strategy, Party Plan, Network structure, Procter and Gamble (P&G) and Brand awareness