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Karthik

Tupperware deals with the production of plastic food containers in India. It uses a direct selling model through a network of over 50,000 women agents to sell its products, which are designed to provide hygienic food storage solutions. Tupperware's target consumer is women, and it organizes "party selling" events in residential areas to introduce and demonstrate its products. While Tupperware does not use a multi-level marketing format, it operates on a two-tier sales structure of consultants and managers. Recently, it has also started sharing distribution with Whirlpool to reach more customers.

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Banala Karthik
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97 views12 pages

Karthik

Tupperware deals with the production of plastic food containers in India. It uses a direct selling model through a network of over 50,000 women agents to sell its products, which are designed to provide hygienic food storage solutions. Tupperware's target consumer is women, and it organizes "party selling" events in residential areas to introduce and demonstrate its products. While Tupperware does not use a multi-level marketing format, it operates on a two-tier sales structure of consultants and managers. Recently, it has also started sharing distribution with Whirlpool to reach more customers.

Uploaded by

Banala Karthik
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

DIRECT

SELLING :
TUPPERWARE

BY
KARTHIK
DIRECT MARKETING

 Direct marketing is demassified


marketing.
 It deals with customers one-to-one.
 Deals with them directly.
 It is channel less.
DIRECT SELLING MERITS
 Direct selling scores over mass-marketing
significantly as it confers many unique benefits. Some
of the are :
 Delivers near perfect solutions to consumer problem.
 Gives individual attentions to consumers.
 Facilitates finalizing through interaction.
 Enables customization.
 Helps achieve excellence in products/services.
 Eliminates hassles of going through distribution
channels/stores.
INTRODUCTION OF THE COMPANY
 Tupperware deals with the production of
plastic food containers in INDIA.
 Food grade storage in INDIA is estimated at
RS.4000 crore and the potential user base is
150 million.
 The company’s main mission is to provide
hygienic option in food storage.
The Product
 They are of high price ,Tupperware products with
traditional marketing through conventional retail have
never got into retail shops.

 The product design team include noted chefs.

 They are able to create product suitable for the Indian


kitchen, such as masala containers and multi
cookware.
THE TARGET CONSUMER SUIT
DIRECT SELLING
 Women-housewives as well as office goers are
Tupperware’s target.
 Through its direct selling 1-to-1, 1-to many-format,
it address some relevant concerns of women.
 Women care for –kitchen, home, locality and their
children.
 They know the mess that is created by the leaky
lunch boxes, water bottles & drinking containers.
 Tupperware offers solutions for these problems.
NO STORES & NO ADVERTISING

 Tupperware sells through women agents,


numbering over 50,000.
 It has presence in all the major cities and is
expanding in all tier-two cities.
 It avoids traditional/mass advertising, its agent
spread the message by word of mouth.
PARTY SELLING
 Tupperware organizes party selling in residential areas
,assembling prospects, mainly women.
 While enjoying the party they can have a look at the
TUPPERWARE products.
 PRODUCT,PARTY and PEOPLE are the three
anchors around which Tupperware brand is building
and sales take place.
MULTI-LEVEL MARKETING
 It is a modified version of direct selling, also referred
as NETWORK MARKETING, MEMBER GET
MEMBER programme.
 Only firms which do not mind experimenting in
reaching out to the consumers practice it.
 Avon, Amway, Oriflame are the largest MLM out fits
in the world
HAS NOT GONE FOR MLM FORMAT
 Tupperware does not use MLM format .
 It works on a Single level Marketing(SLM) format
with two-tiers of selling persons.
 A selling person joins Tupperware as a consultant and
on doing a certain level of business, graduates to be a
manager.
 Tupperware restricts the number of managers.
Shares The Retail Network OF
Whirlpool
 Tupperware, has started sharing the retail network of the white
goods major whirlpool which, in turn, is using former’s direct
selling expertise and resources for promotion its products.
 The two companies are extending their international
marketing partnership to INDIA.
 Whirlpool offers complimentary Tupperware microwave-able
products with the purchase of select whirlpool microwaves.
 Tupperware is now looking at additional distributional
channels such as shopping malls
THANK YOU

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