TUPPERWARE BRAND DOSSIER

TUPPERWARE BRAND DOSSIER

GROUP MEMBERS:ANURAG MISHRA - B13013CHANDAN KESHARWANI - B13020MAHIMA JHUNJHUNWALA - B13031MOHD. UMAIR ATHAR - B13035

Agenda

• Early History & Evolution• Positioning and Repositioning• Advertising & Sales Promotion• Segmentation• Product Analysis & Competitor• Distribution & Marketing Strategy• Recommendations• Hypothesis• Data Analysis Tools• Sampling Plan & Sample Size• Summary & Net Take Away

Early History

• Company History – 1938 Earl S tupper established tupperware 1946 designed, renowned air tight lid and products 1948 First home party for Tupperware was conducted 1950’s Tupperware's sales and popularity increased And set up manufacturing units in 14 countries

• Tupperware in India – 1996, started it operations from New Delhi. Appointed 15 distributors in the 1st 12 months aunched 11 products in India, Direct selling and party plan both was implemented

Evolution Over Time

• 1942 – Tupperware launched “ The Bell Tumbler “ and “ The Wonderlier Bowl “

• 1946 – Tupperware introduced air-tight seals called Tupperseal

• 1948 – The first Tupperware Home Party was held

• Then, Tupperware launched its Microwave safe containers

• Recently, Tupperware has entered into water purifying segment

Positioning

• Premier Brand

• Target high class market segment

• USP is quality and innovation

Repositioning

• Launched products for Middle Income Groups

• Launched food preparation Utensils and Cutlery

• Launched products for School and Office goers

• Launched Microwave Safe containers

• Entered into Water Purifier Segment

Advertising & Sales Promotion• Advertising –

Direct Selling Through Parties

• Sales Promotion – Encouraging Women

Segmentation

• Geographic Segmentation

• Demographic Segmentation – Life Cycle Stage Age Income

• Lifestyle Segmentation

Product Analysis

• Aquasafe• Canisters• Dry Storage• Food Preparation• Freezer• Lunch ‘n’ Outdoor• Fridge Smart• Microwave• Refrigerator• Serving

Competitors

• Generic Competitor – Polystyrene containers Glass utensils Aluminium and Steel utensils Wooden Utensils

• Other Competitor – Pearl pet Cell Milton Signoraware Local Brand

Distribution Strategy

• Party Plan

• Direct Selling Method -

Three Tier Structure with Compensation

i. Dealer – 25% commission on salesii. Manger – Profit on salesiii. Distributor – Profit on entire distribution process.

Marketing Strategy

• Focus on Core Business

• World Class Quality for Indian Products

• Product Shape Modification

• Customized Product

• Localized Production

Reccomendations

• Target Lower Segment

• Expand its Distribution Channel

• Expand its Advertising Strategy

Hypotheses and Its Justification• Tupperware is a substitute of Traditional

Containers used in Indian Household It offers unique benefits that traditional containers do

not• Tupperware is used in household because

consumer feel it is of good quality Tupperware’s USP lies in its quality and innovation.• Diversification of Tupperware into water

purifier segment is catering to the need of customer

Tupper Sure which is a water purifier that runs without electricity and comes with a life time warranty like all its other products.

Hypotheses and Its Justification

Information required to be collated:

• Whether the consumers are willing to substitute Tupperware in place of their traditional storage containers?

• Whether the consumers perceive Tupperware products to be of Best Quality?

• Whether consumers are willing to accept Tupper Sure as their next water purifier?

Data Analysis Tools

• Instruments of Data Collection Questionnaire Method

Close-end questionsOpen-end questions

Telephonic survey

• Data Analysis Tools Pie Chart Histogram Likert Scale

Sampling Plan & Sample Size

• Sampling Plan – Females Age group 20-60 (Married Women) Women using at least some plastic containers West Bengal Area

• Sample Size – 30

HYPOTHESIS 1 ANALYSIS : Tupperware is a substitute of Traditional Containers used in Indian Household

Q1A) What type of storage containers among these do you use in your kitchen?

Wooden Steel/Aluminium Plastic Glass0

5

10

15

20

25

30

Types of Sotrage Containers Used

Note: The above add to more than 100% as it is a multiple choice question

HYPOTHESIS 1 ANALYSIS : Tupperware is a substitute of Traditional Containers used in Indian Household

Q1B) For only the categories you have selected. Imagine that you have 10 storage containers in your house, how would you divide this 10 into the categories selected?

Wooden Steel/Aluminium Plastic Glass0123456

Mean Score of the Categories of Storage Containers

Note: The above add to more than 100% as it is a multiple choice question

HYPOTHESIS 1 ANALYSIS : Tupperware is a substitute of Traditional Containers used in Indian Household

Q2) Thinking of the storage containers in your kitchen, what do you expect to happen in 2 yrs from today.

3%7%

90%

Expected Impact on Plastic Contains 2yrs from now

No. of plastic con-tainers will reduceNo. of plastic con-tainers will remain the sameNo. of plastic con-tainers will increase

HYPOTHESIS 1 ANALYSIS : Tupperware is a substitute of Traditional Containers used in Indian Household

Q3A) Which Brand comes to your mind when you think of Plastic storage containers?

Milton Cello Tupperware Nayasa Pearlpet0

5

10

15

20

25

Total Awareness

SpontaneousAidedUnaware

Note: The above add to more than 100% as it is a multiple choice question

HYPOTHESIS 1 ANALYSIS : Tupperware is a substitute of Traditional Containers used in Indian Household

Q3B) Which Brand among these have you used?

Milton Cello Tupperware Nayasa Pearlpet0

5

10

15

20

25

Total Usage

Note: The above add to more than 100% as it is a multiple choice question

HYPOTHESIS 1 ANALYSIS : Tupperware is a substitute of Traditional Containers used in Indian Household

Q3C) For the categories selected in the above questions. Imagine that you have 10 storage containers in your house, how would you divide this 10 into the categories selected?

Milton Cello Tupperware Nayasa Pearlpet0

0.51

1.52

2.53

3.54

4.5

Mean Score of Brands of Storage Con-tainers

Note: The above add to more than 100% as it is a multiple choice question

HYPOTHESIS 1 ANALYSIS : Tupperware is a substitute of Traditional Containers used in Indian Household

Correlation between the Number of Plastic Storage Containers and the Number of Tupperware Storage Containers. (Refer Q1B and Q3C)

Correlation

  Column 1 Column 2

Column 1 1  

Column 2 0.613524 1

HYPOTHESIS 2 ANALYSIS : Tupperware is used in household because consumer feel it is of good quality

Q4) Rate the following brands on the basis of the attributes given below. (5 being the highest and 1 being the lowest)

Milton Tupperware Pearlpet Cello Nayasa0

0.51

1.52

2.53

3.54

4.55

Durability

Note: The above add to more than 100% as it is a multiple choice question

HYPOTHESIS 2 ANALYSIS : Tupperware is used in household because consumer feel it is of good quality

Q4) Rate the following brands on the basis of the attributes given below. (5 being the highest and 1 being the lowest)

Milton Tupperware Pearlpet Cello Nayasa0

0.51

1.52

2.53

3.54

4.5

Value for money

Note: The above add to more than 100% as it is a multiple choice question

HYPOTHESIS 2 ANALYSIS : Tupperware is used in household because consumer feel it is of good quality

Q4) Rate the following brands on the basis of the attributes given below. (5 being the highest and 1 being the lowest)

Milton Tupperware Pearlpet Cello Nayasa0

0.51

1.52

2.53

3.54

4.55

Airtight

Note: The above add to more than 100% as it is a multiple choice question

HYPOTHESIS 2 ANALYSIS : Tupperware is used in household because consumer feel it is of good quality

Q4) Rate the following brands on the basis of the attributes given below. (5 being the highest and 1 being the lowest)

Milton Tupperware Pearlpet Cello Nayasa0

0.51

1.52

2.53

3.54

4.55

Overall High Quality

Note: The above add to more than 100% as it is a multiple choice question

HYPOTHESIS 2 ANALYSIS : Tupperware is used in household because consumer feel it is of good quality

Q5) When I say “Life time Warranty”, which of the following brands would you select?

10%

60%

7%

3%

20%

Life Time warranty

MiltonTupperwarePearlpetCelloNayasaDon't know/ Can't say

HYPOTHSIS 3 ANALYSIS : Diversification of Tupperware into water purifier segment is catering to the need of customer

Q6) In future if Tupperware comes out with other product, which of these would you want to use?

33%

10%

43%

10%3%

Brand Diversification of Tupperware

Pressure CookerChimneyWater PurifierMicrowaveRefrigerator

HYPOTHSIS 3 ANALYSIS : Diversification of Tupperware into water purifier segment is catering to the need of customer

Q7) Answer only if you have selected 'Water Purifier' in the question above:If you are thinking of buying a Water Purifier, would you go for Tupper Sure: a Water Purifier by Tupperware?

Definite

ly buy a Tuppers

ure

Buy a Tuppers

ure

May/M

aynot b

uy a Tuppers

ure

Not buy a

Tuppersure

Definite

ly not buy a

Tuppersure

012345

Buying Intension

Note: The above add to more than 100% as it is a multiple choice question

Summary and Net Take Away• Potential of replacing Traditional storage

containers used in Indian households• Purchased by consumers because of its

superior quality• New product Tupper Sure is a logical extension• Market share of Tupperware is expected to rise• Should enter into newer segments of the

market • Should launch cheaper products for price

sensitive customers

Thank You