TUPPERWARE – INFLUENCING OPINIONS THROUGH WORD-OF-MOUTH

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:
How did Tupperware use parties to increase sales of its products?

“Tupperware’s marketing strategy was described by its three Ps – Product, Party Plan, and People.” What was unique about Tupperware’s marketing?