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TUPPERWARE BRAND DOSSIER

GROUP MEMBERS: ANURAG MISHRA - B13013 CHANDAN KESHARWANI - B13020 MAHIMA JHUNJHUNWALA - B13031 MOHD. UMAIR ATHAR - B13035. TUPPERWARE BRAND DOSSIER. Agenda. Early History & Evolution Positioning and Repositioning Advertising & Sales Promotion Segmentation Product Analysis & Competitor

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TUPPERWARE BRAND DOSSIER

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  1. GROUP MEMBERS: ANURAG MISHRA - B13013 CHANDAN KESHARWANI - B13020 MAHIMA JHUNJHUNWALA - B13031 MOHD. UMAIR ATHAR - B13035 TUPPERWARE BRANDDOSSIER

  2. 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

  3. 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

  4. 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

  5. Positioning • Premier Brand • Target high class market segment • USP is quality and innovation

  6. 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

  7. Advertising & Sales Promotion • Advertising – • Direct Selling • Through Parties • Sales Promotion – • Encouraging Women

  8. Segmentation • Geographic Segmentation • Demographic Segmentation – • Life Cycle Stage • Age • Income • Lifestyle Segmentation

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

  10. Competitors • Generic Competitor – • Polystyrene containers • Glass utensils • Aluminium and Steel utensils • Wooden Utensils • Other Competitor – • Pearl pet • Cell • Milton • Signoraware • Local Brand

  11. Distribution Strategy • Party Plan • Direct Selling Method - • Three Tier Structure with Compensation • Dealer – 25% commission on sales • Manger – Profit on sales • Distributor – Profit on entire distribution process.

  12. Marketing Strategy • Focus on Core Business • World Class Quality for Indian Products • Product Shape Modification • Customized Product • Localized Production

  13. Reccomendations • Target Lower Segment • Expand its Distribution Channel • Expand its Advertising Strategy

  14. 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.

  15. 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?

  16. Data Analysis Tools • Instruments of Data Collection • Questionnaire Method • Close-end questions • Open-end questions • Telephonic survey • Data Analysis Tools • Pie Chart • Histogram • Likert Scale

  17. 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

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

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

  20. 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.

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

  22. HYPOTHESIS 1 ANALYSIS : Tupperware is a substitute of Traditional Containers used in Indian Household Q3B) Which Brand among these have you used? Note: The above add to more than 100% as it is a multiple choice question

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

  24. 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)

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

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

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

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

  29. 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?

  30. 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?

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

  32. 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

  33. Thank You

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