Tupperware Marketing Mix

2.0 Company Background

Tupperware is the well-known brand of a home products line that includes preparation, storage, containment, and serving products for the kitchen and home. In 1942, Earl Tupper developed his first bell shaped container; the brand products were introduced to the public in 1948.Tupperware develops, manufactures, and internationally distributes its products as a wholly owned subsidiary of its parent company Tupperware Brands. It is marketed by means of approximately 1.9 million direct salespeople on contract. In 2013, top marketplace of Tupperware was in the Indonesia. Indonesia's sales were more than $200 million with up to 250,000 sales persons. (Tupperware Malaysia, 2015)

Vision and mission of the Tupperware corporate are “To be the premium global direct seller of premium, innovative product” and “We are passionate about changing line, especially for women by enlightening, educating and empowering”. (Tupperware Malaysia, 2015)

Tupperware has conduct theirs management structure by using the decentralized company business structure in which daily operations and decision-making responsibilities are delegated by top management to middle and lower-level mangers within the organization, allowing top management to focus more on major decisions.

2.1 SWOT Analysis

Strengths

Tupperware is one of the well know container brand in worldwide. They have an extremely strong brand name in the market once the people mention about the container product the customer will straight away think on Tupperware brand. Besides that, the product produce by Tupperware is quite easy to differentiate with the competitors product due to Tupperware has produce the unique design of the product to attract the customers. In the same time, the product quality of Tupperware is considering good and high durability no easy to damage or broken. Even face any of the damage to the product customers also could be replace at any point of time anywhere in the world due to Tupperware product has carried a lifetime guarantee. (Appendix 2.1.1)This benefit consider as one of the strong strength or competitive advantage of Tupperware brand due to others competitors didn’t provide this guarantee as well. (MarketLine, 2014)

Weaknesses

The weaknesses of the Tupperware corporate are lack of physical store that only available of the distribution store which allow for the direct seller to redeem theirs products. Lack of physical store will influence the customer purchase intention due to without the physical or tangible feeling on the particular product. They will lack of confidents about the product quality even though Tupperware is a well know container brand as well the customers behaviours always require for the tangible feeling about the product only can convince them to purchase the product.