Tupperware started in India in 1955 and since then has achieved near dominance. Asha Gupta, MD, Tupperware, tells us why continuous focus on word of mouth publicity and a home sales networks run by housewives is more important than selling through retail
Can you tell us about the journey of Tupperware in India?
The brand itself is a 55 years old. India is a very exciting channel. Globally, India is a very big market for us. When we started off, middle level families started to buy Tupperware. We have achieved a nice position. We are not a company which advertises too much. We use word of mouth, traditional social marketing and women selling to women technique. We want Tupperware to enter every home in India.
Can you explain your product selling technique? What exactly is the ‘Party Plan’?
We sell through our own network of demonstrators. It starts with a lady hosting a Tupperware party at her home and inviting her friends; and a Tupperware demonstrator demonstrates the product among the group of people. We call it the Tupperware Party where they get together and have fun, discuss recipes too – which adds value to people for spending time out together. The lady gives a date afterwards where she tells about the future Tupperware Party. She will actually endorse such parties with a network of few people where she gets to know more friends.
Who’s your target group (Are they just housewives?) and how do you reach them?
The decision maker in our product category are women. On one hand, we have a network of people who keep on moving along and penetrating home to network. Conventionally, we sell through a direct selling network. We have a tie-up with Big Bazaar, where we put up a show kiosk and provide people the opportunity to see, to touch and feel Tupperware products because everybody wants to buy Tupperware products but don’t know where to get them. So over there (at the kiosks), Tupperware people guide you.
Can we expect to see retail outlets of Tupperware?
We don’t plan to sell in any retail outlets as we are giving women the opportunity to run a business directly from their homes. There is fun in selling our products because they are sold from homes; if that product is available everywhere, then what’s the fun of selling it.
Can you tell us about the journey of Tupperware in India?
The brand itself is a 55 years old. India is a very exciting channel. Globally, India is a very big market for us. When we started off, middle level families started to buy Tupperware. We have achieved a nice position. We are not a company which advertises too much. We use word of mouth, traditional social marketing and women selling to women technique. We want Tupperware to enter every home in India.
Can you explain your product selling technique? What exactly is the ‘Party Plan’?
We sell through our own network of demonstrators. It starts with a lady hosting a Tupperware party at her home and inviting her friends; and a Tupperware demonstrator demonstrates the product among the group of people. We call it the Tupperware Party where they get together and have fun, discuss recipes too – which adds value to people for spending time out together. The lady gives a date afterwards where she tells about the future Tupperware Party. She will actually endorse such parties with a network of few people where she gets to know more friends.
Who’s your target group (Are they just housewives?) and how do you reach them?
The decision maker in our product category are women. On one hand, we have a network of people who keep on moving along and penetrating home to network. Conventionally, we sell through a direct selling network. We have a tie-up with Big Bazaar, where we put up a show kiosk and provide people the opportunity to see, to touch and feel Tupperware products because everybody wants to buy Tupperware products but don’t know where to get them. So over there (at the kiosks), Tupperware people guide you.
Can we expect to see retail outlets of Tupperware?
We don’t plan to sell in any retail outlets as we are giving women the opportunity to run a business directly from their homes. There is fun in selling our products because they are sold from homes; if that product is available everywhere, then what’s the fun of selling it.
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Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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