GROUP MEMBERS: ANURAG MISHRA - B13013 CHANDAN KESHARWANI - B13020

GROUP MEMBERS:
ANURAG MISHRA - B13013
CHANDAN KESHARWANI - B13020
MAHIMA JHUNJHUNWALA - B13031
MOHD. UMAIR ATHAR - B13035
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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
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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
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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
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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
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Premier Brand
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Target high class market segment
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USP is quality and innovation
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Launched products for Middle Income Groups
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Launched food preparation Utensils and Cutlery
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Launched products for School and Office goers
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Launched Microwave Safe containers
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Entered into Water Purifier Segment
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Advertising –
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Direct Selling
Through Parties
Sales Promotion –
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Encouraging Women
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Geographic Segmentation
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Demographic Segmentation –
 Life Cycle Stage
 Age
 Income
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Lifestyle Segmentation
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Aquasafe
Canisters
Dry Storage
Food Preparation
Freezer
Lunch ‘n’ Outdoor
Fridge Smart
Microwave
Refrigerator
Serving
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Generic Competitor –
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Polystyrene containers
Glass utensils
Aluminium and Steel utensils
Wooden Utensils
Other Competitor –
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Pearl pet
Cell
Milton
Signoraware
Local Brand
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Party Plan
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Direct Selling Method 
Three Tier Structure with Compensation
i.
Dealer – 25% commission on sales
ii.
Manger – Profit on sales
iii.
Distributor – Profit on entire distribution process.
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Focus on Core Business
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World Class Quality for Indian Products
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Product Shape Modification
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Customized Product
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Localized Production
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Target Lower Segment
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Expand its Distribution Channel
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Expand its Advertising Strategy
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Tupperware is a substitute of Traditional Containers
used in Indian Household
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It offers unique benefits that traditional containers do not
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Tupperware is used in household because consumer
feel it is of good quality
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Tupperware’s USP lies in its quality and innovation.
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Diversification of Tupperware into water purifier
segment is catering to the need of customer
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Tupper Sure which is a water purifier that runs without
electricity and comes with a life time warranty like all its
other products.
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?
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Instruments of Data Collection
 Questionnaire Method
 Close-end
questions
 Open-end questions
 Telephonic survey
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Data Analysis Tools
 Pie Chart
 Histogram
 Likert Scale
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Sampling Plan –
 Females
 Age group 20-60 (Married Women)
 Women using at least some plastic containers
 West Bengal Area
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Sample Size –
 30
Q1A) What type of storage containers among these do you use in your
kitchen?
Types of Sotrage Containers Used
30
25
20
15
10
5
0
Wooden
Steel/Aluminium
Plastic
Glass
Note: The above add to more than 100% as it is a multiple choice question
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?
Mean Score of the Categories of Storage Containers
6
5
4
3
2
1
0
Wooden
Steel/Aluminium
Plastic
Glass
Note: The above add to more than 100% as it is a multiple choice question
Q2) Thinking of the storage containers in your kitchen, what do you expect
to happen in 2 yrs from today.
Expected Impact on Plastic Contains 2yrs from now
3%
7%
No. of plastic containers
will reduce
No. of plastic containers
will remain the same
No. of plastic containers
will increase
90%
Q3A) Which Brand comes to your mind when you think of Plastic storage
containers?
Total Awareness
25
20
15
Spontaneous
10
Aided
Unaware
5
0
Note: The above add to more than 100% as it is a multiple choice question
Q3B) Which Brand among these have you used?
Total Usage
25
20
15
10
5
0
Milton
Cello
Tupperware
Nayasa
Pearlpet
Note: The above add to more than 100% as it is a multiple choice question
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?
Mean Score of Brands of Storage Containers
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
Milton
Cello
Tupperware
Nayasa
Pearlpet
Note: The above add to more than 100% as it is a multiple choice question
Correlation between the Number of Plastic Storage Containers and
the Number of Tupperware Storage Containers. (Refer Q1B and Q3C)
Correlation
Column 1
Column 1
1
Column 2
0.613524
Column 2
1
Q4) Rate the following brands on the basis of the attributes given below. (5
being the highest and 1 being the lowest)
Durability
5
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
Milton
Tupperware
Pearlpet
Cello
Nayasa
Note: The above add to more than 100% as it is a multiple choice question
Q4) Rate the following brands on the basis of the attributes given below. (5
being the highest and 1 being the lowest)
Value for money
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
Milton
Tupperware
Pearlpet
Cello
Nayasa
Note: The above add to more than 100% as it is a multiple choice question
Q4) Rate the following brands on the basis of the attributes given below. (5
being the highest and 1 being the lowest)
Airtight
5
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
Milton
Tupperware
Pearlpet
Cello
Nayasa
Note: The above add to more than 100% as it is a multiple choice question
Q4) Rate the following brands on the basis of the attributes given below. (5
being the highest and 1 being the lowest)
Overall High Quality
5
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
Milton
Tupperware
Pearlpet
Cello
Nayasa
Note: The above add to more than 100% as it is a multiple choice question
Q5) When I say “Life time Warranty”, which of the following brands would
you select?
Life Time warranty
20%
10%
Milton
0%
3%
Tupperware
Pearlpet
Cello
7%
Nayasa
Don't know/ Can't say
60%
Q6) In future if Tupperware comes out with other product, which of these
would you want to use?
Brand Diversification of Tupperware
10%
3%
34%
Pressure Cooker
Chimney
Water Purifier
Microwave
Refrigerator
43%
10%
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?
Buying Intension
5
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
Definitely buy a
Tuppersure
Buy a Tuppersure May/Maynot buy
a Tuppersure
Not buy a
Tuppersure
Definitely not
buy a Tuppersure
Note: The above add to more than 100% as it is a multiple choice question
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
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