Tupperware - Influencing Opinions through Word-of-Mouth*

            


Details


Case Code : CLCB024
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length : 04 Pages
Price : Rs. 100

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Key words:

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

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:
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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.

Issues:

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 selling to generate revenues

Introduction

Tupperware, a direct selling company entered India in November 1996. Tupperware adopted a three-tier network structure. At the lowest level was the Dealer.


One rank above the dealer was the Manager who operated a team of six dealers. The manager also had to sell like the dealers, in addition to motivating and training dealers. She got a commission on the sales of her team...

Questions for Discussion:
1. How did Tupperware use parties to increase sales of its products?

2. "Tupperware's marketing strategy was described by its three Ps - Product, Party Plan, and People." What was unique about Tupperware's marketing?


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