Marketing Report - Tupperware

Vistas 2013 Group 36 Screen Burn Production

Table of Content

SI Number Content Pg. No.

1 Introduction

Industry Profile 3

Company Profile 3

2

New Product Concept Description:

4

3 USP 4

4

Need for this product

5

Objectives 5

5 Segmentation Targeting Positioning 6-7

6 Marketing Mix 8-13

7

SWOT ANALYSIS

13-14

8 Marketing Budget

9 o Print AD 15


Introduction

Industry profile:

In almost every household kitchen, one can see various boxes of different shapes and sizes that

contain a number of different food items. One thing that is very important is making sure that

this food does not get spoiled. Since so many people require utensils that would serve this very

purpose, the kitchen storage industry is extremely vast. Not only is it an industry whose products

are present in every house, it is also growing immensely quickly. People are looking for new

kinds of containers that will make their food spoil even more slowly than it already does, and the

companies that are a part of the kitchen storage industry are catering to their needs.

Company profile:

For over 60 years, Tupperware has been creating a niche for itself in the business world, making

a difference to the lives of millions through its innovative storage products and extremely

attractive business opportunity. In recent years, Tupperware has made tremendous inroads into

becoming a true global entity. In 2000, Tupperware brands corporation acquired Dallas-based

Beauti Control, followed by the acquisition of the Sara Lee Corporation‟s direct selling business

in 2000. These advancements brought an increasing product diversity to brand Tupperware. In

order to reflect this diversity, Tupperware Corporation changed its name to Tupperware Brands

Corporation in 2005.

Despite the success and astounding growth of Tupperware Brands, the Company‟s mission and

passion to enlighten, educate and empower customers and their families tops the priority list.

Enlighten - To share insights & provide products and knowledge that makes life simpler and

more enjoyable for families.

Educate - To provide smart, simple solutions that enable customers to save time, money and

effort while leading active and healthy lives.

Empower - To better the lives of women by giving them the confidence to live with respect in

the society and becoming independent.


New Product Concept Description:

Since time immemorial, Tupperware has been known in the kitchen world over for the sturdiness

of its products. We are now trying to get Tupperware into corporate market that is into B2B

business. We are introducing Tupperware new range of products that will serve as a packaging

solutions for the delivery of fragile items like television. The products provided by Tupperware

are airtight and strong, it gives them this selling point.

We are now introducing Tupperware products as “Upper care - customizable packaging

solutions”. Since this is a B2B venture, we will be supplying fragile products‟ manufacturers

with customizable huge packaging boxes that will help in the packaging of televisions and other

electronic goods that are prone to breakage, to ensure their safety at the time of their delivery.

We are also introducing another section within our Upper care concept, “The big basket

Container “ - They are huge Tupperware customizable containers which will serve as a solution

to the biggest grocery outlets to be able to store their perishable fruits and vegetables for a longer

period of time. These grocery outlets need these containers because it is becoming increasingly

difficult for them to sell all of their perishable merchandise before it gets spoiled.

Recyclable chain is the key factor of this concept– This product will be sold to manufacturers,

who use it to package their goods and send them to the wholesalers who, in turn, send the

packaged goods to the retailers. The retailers deliver the goods to the customer, and send

these packaging boxes back to the wholesalers, who send it back to the manufacturers.

Additionally, if the wholesalers have any changes in your product, we will be more than happy

to rescale the boxes to the appropriate size. For the customers who are planning to shift these

fragile products from one place to another and needs boxes to carry them, for them we have

introduced our service wherein they can rent out these boxes at a minimal cost from our

packaging service outlets. The size and requirement are to be mentioned 2 weeks prior the day of

requirement.

Unique Selling Proposition

“Upper Care – delivering healthy to render your

products‟ value”


Need for this product

Electronics goods manufacturers have huge problems when their products break or are damaged

in some way during delivery. This is more likely to happen with cardboard boxes than while

using our product. They will also have to bear the loss of a broken television or refrigerator. The

cost of packaging must be considered as a loss as well, because it failed to perform its primary

function. Recalling television sets that cost even 20,000-30,000 rupees will result in an enormous

loss.

For manufacturers who decide to buy our product, this would be a one-time cost. They will

invest in the minimum number of boxes that they would need at any given time, and will be able

to reuse these boxes for other, similar sized products of theirs. This is unlike cardboard boxes, of

which a new one is needed to be bought for every single product.


Objectives

Eliminate continuous paper consumption in packaging and eliminate post packaging wastage

Provide an opportunity to the manufacturers to avoid bearing recalling and breakage expenses.

Promote State of art packaging solutions

Segmentation-Targeting-Positioning

Segmentation

1. Demographic segmentation: These include factors like age, social esteem, and income levels

which purely relate to population related characteristics the masses possess. The market scope

for safe delivery of fragile products is huge in India because it is constantly gaining importance.

The market for this product is segmented on the basis of

Age

Income

Occupation

2. Psychographic Segmentation: These include lifestyle and personality of individuals. Many

of them are influenced by the image the company holds which in our case is „true value for

money‟ concept which is a general thinking of almost every customer in today‟s world.

We would segment our product based on the

People who are ready to bear onetime cost to ensure that their products do not break during

delivery

People looking for new opportunities to safeguard their products while delivery

People who are ready to accept the changes in technology and think out of the traditional

packaging


3. Geographical segmentation: This takes into consideration the region to which the customer

belongs to or prospects to visit. The prevalent atmosphere and lifestyle of the location will

determine the success of the service to a large extent. We would market our product in India in

• Cities with maximum number of manufacturing units of perishable and fragile products.

• Cities with maximum number of grocery outlet stores like Big Bajaar, Star Bazaar

• Cities with maximum accidents and breakage while delivery of fragile products

4. Behavioural Segmentation: It is based on the benefits sought in the service, usage rate of the

service and the social status enjoyed by the population. The benefits that the customer derives

from the service as well as the prospect‟s preferences determine the acceptance and complete

incorporation of the product. Again as we see, that we can only cater

People who are dealing with manufacturing of fragile products and wants to minimize their

breakage and recalling cost

People who always tries to innovate their packaging.

Targeting

Manufacturing companies dealing with production of fragile products such as televisions.

Big grocery outlets like Star Bajaar and Big Bajaar

Adults and youngsters involved in packaging processes

Initial stage - Metro cities in India, Second stage – All over India and third stage – Global

market.

Positioning

We have positioned ourselves as a company that understand the value of your product and

provides state of art packaging solutions for fragile products.


Marketing Mix

Product

While disposable plastic bags and paper cartoons are of much concern to the environment, many

continue to use them indiscriminately. This indifferent attitude is what is choking the planet even

as messages across the world are conveyed on the dangers of repeated use of such products and

the chemical degradation that follows. These products are not made to last.

Trusted for generations and designed for everyday use, Tupperware products have passed

stringent tests and are built to last. They are also designed to be used repeatedly, thus reducing

unwanted mountains of garbage.

World Standards

All Tupperware products are made from safe, non-toxic, non-carcinogenic materials; thus they

do not release harmful chemicals to food or liquid contents. Materials & Additives used exceed

US Food & Drug Administration (FDA) & Japan Polyolefin Hygienic Association standards.

What it means is that you can use with peace of mind every time!

Innovative Design

Tupperware products are designed to inspire. Unlike ordinary plastic products, many

Tupperware products have won worldwide awards such as Industrial Design Excellence Awards,

Reddot Award, IF Seal Award and numerous others. Indeed, one can use Tupperware with pride!

Color Safe

One can enjoy the attractiveness of Tupperware Products in fabulous trendy colors and be

assured that colorants used are all registered on the French Positive List, Circular Letter No. 176

(the most stringent in the world). It also complies with Council of Europe Committee of

Ministers Resolution AP (89) 1 requirements.


Top Quality and Finishing

All products have passed stringent tests and are built to last. Its design and smooth finishing

make Tupperware products a delight to hold and use for any occasion. The high quality and

standards are reflected in its typical single product mould costing over USD$100,000, a sum

equivalent to 7 mid-sized cars!

Environment Friendly

Tupperware plays its role in saving Mother Earth from further pollution and degradation as its

products are designed for long term use. On the other hand, plastic bags and paper cartoon

packaging are not made for repeated use, and thus adds to the mountain of garbage.

Safety Assurance

Tupperware has been synonymous with safety and quality for generations. Just look out for the

Tupperware™ logo printed on the bottom of each product, and be assured of the product‟s

authenticity. All Tupperware products have passed stringent tests and are built to last.

Tupperware products are very durable, and designed to be used for a lifetime. The materials used

are stable, and will not turn carcinogenic even after repeated use.

All Tupperware products are made from high quality materials that will not release harmful

chemicals into your food.

The materials used comply with international standards (US FDA (Food and Drug

Administration), Japan Polyolefin Hygienic Association Standards).

Warranty - Creativity meets Longevity

Anything beautiful must stay beautiful. For over 50 years, we at Tupperware have proudly

backed our products with a Lifetime Warranty so you can buy with confidence. All Tupperware

products carried under the Tupperware Trademarks are under warranty by Tupperware Brands..

We will replace, free of charge, any Tupperware product, or any part that, under normal

domestic use, shows a manufacturing defect.


Place

We have designed two new distribution channels: for the existing products of Tupperware and

for this new product. For this new product we have a B2B distribution channel wherein we have

our manufacturers to sales team and then to different business firms.

New distribution channels for existing products

1. We will have tie-ups with major retail groups like Future Groups, Reliance Mart, Tata Mart

and D-Mart. The commission that was originally given to each woman will be distributed among

these companies. This is to make sure that the distributors are not solely female.

2. Along similar lines, in metro cities, we find out about the major distributors, and give them the

commission that the women were originally getting.

3. Since we are not focusing only on metro cities, in every state we will select two major cities,

find the major distributors, and provide Tupperware products through them.

4. We are also looking to capture female markets (e.g. Chikpet in Bangalore) and open

Tupperware outlets in these areas. In these cases we will use female employees, but only those

who are willing to work for a minimum of eight hours a day.

Price

Promotion: Tupperware products in India have always been highlighted loudly and regularly in

public to ensure that the top-of-mind-recall phenomena makes it a strong buying proposition for

the buyers. Be it through Tupperware parties (which its representatives organise for potential

representatives and buyers), co-branding through in-film placements or the very detailed print

ads during festive seasons, the brand is always positioned as a supreme quality offering,

customised for Indian conditions. It has worked to its advantage so far.

Conventional Strategies:

1.Newspaper Advertisements

2.Magazines

3.Pamphlets

4.Banners and Standees


5.YouTube Videos:

6. Flash Mob

7.Car Cards

8.Bill boards

9.Posters

Unconventional: - Our Marketing Strategies

STAGE ONE: Curiosity

This stage aims at raising curiosity among the people and leaves them waiting for the new

Tupperware products.

1. Curiosity and Teaser ads – This strategy includes the putting up billboards on wheel in

public places with a picture of a Tupperware product on it. The Tupperware product will have a

huge question mark on it, indicating that this product is something that has never been seen

before. Below this picture a couple of statements will be written: Not Just for Housewives.

Coming Soon.

STAGE TWO: Introducing both aspects of the product

this stage consists of showcasing the new products that we are introducing.

1. Fall Out Boxes – This concept will be exhibited in public places where we get permission to

organize such a thing. The exhibition area will be about the size of a small room. A big

Tupperware box and some cardboard boxes will be taken. After placing a glass in a cardboard

box, it will be dropped from an altitude of about ten feet. The same will be done with the

Tupperware box. What will happen is that the glass in the cardboard box will break, and the one

in the Tupperware box will not. This shows the strength of our products.

2. Don’t Worry Concept – A person is carrying a huge carton and walking down a fairly busy

road. He falls and there is the sound of something breaking. When people come over and look

into the carton to see what it was that broke, they find a Tupperware box with a note attached to

the top. The note says: „Don‟t worry. We use Tupperware.‟


3. Shock advertisement – In public areas, a few people will move around holding broken

television sets. The television sets need not be real ones, they must merely look like broken sets.

These people will walk around asking the spectators why their television broke. Five to ten

minutes later, once people begin to wonder what is going on, a movable board will pass by. At

the top it will read „Tupperware‟ and will continue to display an ad copy. This copy will include

a description of how Tupperware has come up with a solution to making sure television sets do

not get broken during transportation. It will also include our USP: Upper Care – Delivering

healthy to render your product‟s value.

4. Compare check at stores – In grocery stores, two boxes with similar food items will be

placed in a prominent position. One of these boxes will be a normal storage box while the other

will be a Tupperware box. Below both the boxes, a digital clock will be counting up the seconds,

minutes, hours and even days. People who pass by will see that even though the food in the

normal box begins to spoil, the food in the Tupperware box remains as fresh as ever.

5. Cake Walk – During our special occasions and festivals, as well as during our product launch,

we will have a huge cake, made by Masterchef India Chefs, placed in one of our products. We

move this cake from place to place as we take it to the different exhibitions that will be going on

on festival days.

6. Break it Up – Our product will be placed in public areas where people are free to attempt to

break it. Whoever manages this impossible feat will be given a prize in the form of a gift voucher

from Tupperware.

7. A Bucket Full of Wishes – One of our products, shaped in the form of a bucket, will be

moved from place to place. These places will include universities, business areas and residential

areas. People, who may be male or female, will be given a chance to put their wishes into the

bucket. These wishes, however, will only be oriented towards woman empowerment. This

strategy will help to gather media attraction. Some of these wishes will be read out, and the

others will be put up on our website.


8. Unbreakable concept – This concept consists of putting a showpiece in one of our

products. This product, which snugly fits around the showpiece, will be placed in a car. This car

will be driven around, with all the bumps that any road journey would have. Once we take the

product out, we see that nothing has happened to the showpiece inside.

SWOT ANALYSIS

Strength

Well established, well reputed – Tupperware has been around since 1948, and is a common

household name. Just the thought of a container will bring a Tupperware product to many

people‟s mind.

Unbreakable, Air tight Waterproof and Scratch free- Each and every Tupperware product is

designed differently, in a very artistic way. These products are designed with features like

scratch free, airtight, unbreakable and water proof.

World Standards – All Tupperware products are made from safe, non-toxic, non-carcinogenic

materials. Storing eatables or drinkables in them will not lead to any harmful chemicals being

released in the contents.

Top Quality and Finishing – All products have passed stringent tests and are built to last. Their

design and smooth finishing make them a delight to use on any occasion.

Environment Friendly – Products from Tupperware are designed for long term use. This helps

in reducing the pollution and degradation of the earth.

Safety Assurance and Warranty – All Tupperware products are guaranteed against chipping,

cracking or peeling under normal commercial use for the lifetime of the product. If any product

shows a defect, the customer is more than welcome to get in touch with us for a free

replacement.

Innovative Packaging – Tupperware is the first company to have come up with this new form

of packaging that allows the safe distribution of televisions and other fragile electronic goods.

Weaknesses:

Low Level of Differentiation – There is hardly any differentiation between products in the

Housewares and Specialties Markets.


Low Level of Penetration – Even though Tupperware supplies to almost one hundred countries,

there is a low level of penetration in emerging markets outside of North America and Europe.

Declining Brand Identity – Despite Tupperware‟s high level of recognition, there is,

unfortunately a declining brand identity.

Opportunities:

Future Prospects – We are introducing a new product, the likes of which has never been seen

before. This has the potential to change the entire packaging industry in India.

The Face of the Industry – If manufacturers are satisfied with our products, Tupperware mght

even become the face of the packaging industry.

Not Just Safe, Safe and Strong – Tupperware has always been associated with quality and

safety. Now we bring that quality to a whole new level. Instead of being just safe, our products

are going to be safe and strong.

Threat:

Resistance to Change – Some people and companies have a traditional mindset and would not

like to change the way their products and packaged and shipped. Also, some customers like to

keep their cardboard boxes with them instead of getting rid of them.

Apprehension Towards Technology Adaption – Since this type of packaging is something

new in the market, manufacturers might, at first, be apprehensive about using this product. Some

other manufacturers do not give that much importance to their packaging, and this will lead to

them not wanting to try the product out at all.


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Marketing Report - Tupperware

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