Caselet Code : CLCB024
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length :
 4 Pages
Price :  Rs. 100 (Detailed Pricing Info)

To download this short case study (No. CLCB024) click on the link below, and select from the list:

» Consumer Behavior Caselets

» Marketing Case Studies **

» ICMR Case Collection

 
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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.

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

 
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.

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?