Marketing Report On Tupperware

Marketing Report

Shivani Sethi

CMBA5/1513Student ID20090122

INDIAN PLASTIC

INDUSTRY

Size Of Industry- 22,000 Plastic Processing Units; 150

Plastic Machine Manufacturers

Percentage In World Market- Less than 1%Exports

Worth US$ 3.2 Billion

Market Capitalization- India’s Consumption ( )

towards 8% GDP Growth

Earl Silas

Tupper-

Founder

Year 1946

Introduced an all

new range and

variation in

product line

Revolution in

Indian

Economy

Introduced

Bell Container

and

Wonderlier

Bowl

Educate,

Enlighten

and

Empower-

Mantra

Tupperware India

Party Plan Method of

Marketing by Brownie

Wise

First Party-1948

No Retail Outlets- Only

Parties

Qualities

• Tupperware offers a variety of plastic containers which introduced the qualities of-

• Air-tight Jars

• Non- Echoing

• Durable

• Food-friendly

• A completely new range of Kitchen Utensils- branching out into stainless steel cookware, fine cutlery, chef's knives, and other kitchen gadgets.

• Lifetime guarantee- 10 years

• Multi-purpose Jars

CONSULTANT

STAR-

CONSULTANT

SUB-GROUP

MANAGER

GROUP

MANAGER

DISTRIBUTOR

BUSINESS MODEL

2

10 Product

CategoriesPRODUCT

PRICE

PLACE

PROMOTION

Premium Pricing or Skimmed

Pricing Strategy

Network Chains Throughout the

country

Advertising and Direct

Selling

FLYERS

FLYERS

FLYERS

Segmentation

• Demeographic Segmentation :

Households

• Behavioural Segmentation :

Loyalty, Knowledge

• Psychographic Segmentation :

Lifestyle

Targeting

Households via

Women

Segmentation, Targeting And Positioning

High Price Low Price

Low Quality

High Quality

Positioning

Strenghts Weaknesses

Opportunities Threats

SWOT ANALYSIS

A. Authoritative

Brand Image

B. Market chunk

C. Research and

Development

D. Effective and

Efficient

Networking

E. World-Class

Brands

A. Huge

Potential

Market

B. Covinient

Consumer

Perception

C. Expandable

Business

A. Low Demand

B. Cheaper

Alternatives

C. Idea-Easily

Copied

A. Weak and

Time

Consuming

Distribution

System

B. Costlier

Affair

C. Bias

O

W

S

T

PESTEL ANALYSIS

PORTER’S FIVE

FORCES

CONCLUSION

The factors that define the emergence and success of the brand, along with the revolution that it brought in India, are :

• The development and achievements marked by the bottled water industry.

• Government Regulations because of environmental concern.

• Growing demand for plastic- Industrialization and Urbanization.

• Upgrading the products and no compromises with the quality so as the ensure a healthy competitive advantage.

• Demand for PET in growing packaging businesses.

That’s all. Thank you!