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MARKETING MANAGEMENT PROJECT

ANALYSIS ON TUPPERWARE PRODUCTS

DIVYA ANN P10122 PGDM 2010-12

20.12.2010

About Tupperware:
Tupperware is one of world's leading direct selling companies with the largest women network, marketing premium food storage, preparation and serving items. Tupperware started its operations in India in 1996 and is a household name today. This success can be attributed to the high-quality products with lifetime warranty and the rewarding business opportunities provided by the Company. The entire Tupperware range of products provides a one-stop solution for all food storage, food preparation, microwave, lunch n outdoors, refrigerator and serving requirements as well as a special range for Kids.. The line of Tupperware products has expanded over the years with products such as Modular Mates, Fridge Smart, One Touch canisters, the Rock 'N Serve microwave line, Oven Works and silicon baking forms for microwave or oven use, Open House and Elegant serving lines, the Chef Series knives and cookware, plus many specialized products for kitchen and home. The Legacy of Tupperware: The confluence of a revolutionary product and its unique utilitarian designing based on a simple principle of what you see, is what you get, along with perfection of home-based sales technique of a cross cultural home party philosophy, Tupperware has since its inception become a cult through several decades and still on the top of its game.

Purpose of the study:


The goal of this study is to refine our understanding as to whether Tupperware has been successful in fulfilling what it communicates to the customers and also to record any changes the customers think is necessary while communicating and delivering the product.

What does Tupperware communicate?


Tupperware stands for high quality products ensuring healthy lifestyle for its consumers and wide product range available for use

The USP of Tupperware product lies in their special airtight and liquid tight seals, which lock in freshness and flavor. Tupperware products are made from 100% food grade virgin plastic and go through stringent quality checks. The products are stylish and elegant, light-weight; non-toxic and comes in beautiful soothing colors.

Promise a lifetime guarantee or 10 year guarantee depending on the country, against chipping, cracking or breaking under normal non-commercial use. Tupperware is known for its Lunch Boxes with their liquid tight seals. Tupperware lunch boxes are termed as the best in the industry. Tupperware is also very famous for its Dry Storage products with their air tight seals. Tupperware storage containers keep grocery fresh for long apart from keeping it pest and rodent free.

The company has always been an innovator and has also recently offered their fabulous microwave range to the Indian consumer. The Water Storage category was introduced to address the acute shortage of drinking water in the country.

In every country customization of product line to local culture is the key to Tupperwares success. This is clearly reflected in products designed specifically for the Indian market like the Idli maker (Multicook), Masala keeper etc.

Respondents:
The respondents consisted of 25 consumers which include students, homemakers and office goers.

Results of the study and analysis:


92 % of the people surveyed were of the opinion that Tupperware indeed kept up to its USP and that the containers are airtight, spill proof and that they lock in freshness and flavor. However in this 92%, three people complained about some kind of odour which remains in the container

after storing oily stuff though they agreed that the freshness is maintained. The remaining 8% were of the opinion that sometimes liquids have spilled and it is very difficult to close some of the containers properly. Another complaint by 32% of the total respondents was that some containers start to peel with age. All the respondents have unanimously agreed that Tupperware provides a wide and innovative product range which goes in to fridge, freezer or can be used for long time storage. The guarantee the company promises has also been satisfactory for the customers, as according to them the products are practically unbreakable and the majority commented that the 10 year guarantee offered is seldom used(just 2% disagreed) From the customers, it was understood that the direct selling method employed by Tupperware helps in giving each customer a personalized demonstration which explains to the customers, the quality, the usage and the reasons for higher cost of its products. Hence though the products are premium priced, 3 to 5 times costlier than normal plastics, it is justified to the consumers, and they are satisfied. To quote one respondent, Hanish Khona Tupperware products are high quality plastics and hence worth spending extra. There is also a suggestion from majority of the respondents that Tupperware should advertise more, especially visually as a lot of people are losing out on the best as they are unaware of the products. 32% had made a suggestion that Tupperware should be made available in retail and commercial outlets for ease of buying. From this review it can be seen that the Tupperware Company is offering a range of household products, and they have been able to maintain high quality with which the customers are mostly satisfied give and take some odd complaints. Their fresh and flavor lock system is one which have definitely provides it with an edge over other competitors and has kept the customers loyal to the company. Tupperware can definitely benefit from marketing by reaching out more to the customers. The main challenge is to locate a unique angle and marketing advantage for the Tupperware wherein it can retain its unique identity and position.

Tupperware is one of the most trusted brand names in housewares, and for more than 60 years has made a difference in the lives of women around the world by offering an independent business opportunity. Today, we continue to break new ground. In December of 2005, Tupperware Corporation changed its name to Tupperware Brands Corporation to reflect the company's increasing product diversity. This follows the 2001 purchase of Dallas-based, BeautiControl, and the 2005 acquisition of the International Beauty Group. Changing the company's name to Tupperware Brands Corporation reinforces that we are a multi-brand, multi-category, direct sales company. Tupperware Brands is passionate about the quality and integrity of our products. Our product brands and categories include design-centric preparation, storage, and serving solutions for the kitchen and home through the Tupperware brand and beauty and personal care products for consumers through the Armand Dupree, Avroy Shlain, BeautiControl, Fuller Cosmetics, NaturCare, Nutrimetics, Nuvo, and Swissgarde brands. Tupperware Brands continues to change lives, one at a time. Everything we do is channeled to express our commitment to every one of our 2.4 million independent sales force members in almost 100 countries, and we are proud to Enlighten, Educate, and Empower women and their families. Specialties storage, preparation, organization, kids, microwave, serving, on the go

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