Case Study on Tupperware

Topics: Marketing, Strategic management, Tupperware Pages: 7 (1131 words) Published: April 29, 2014

Table of Contents

2.0S.W.O.T. Analysis
3.0The 5 p’s of the Marketing Mix for Tupperware
4.0Marketing Solutions and Recommendations


In this report I will be analyzing a case study on Tupperware. I will be identifying the main problems faced by Tupperware and recommending solutions that could be used to help Tupperware. Tupperware was developed in the 1940’s by Earl Tupper. They consisted of various types of plastic containers used in households to contain food and keep it airtight. As innovative as the product was it was not an instant hit. The target market was woman and they were not buying the product and this meant that a different approach had to be taken in order to induce sales and get the product known. This led to the beginning of the Tupperware party as a sales tool. The Tupperware party was a gathering of women mainly housewives who came together to socialize but with Tupperware available for sale. This proved to be a useful sales technique. In the 1950’s the product was a perfect fit for women most being full-time homemakers which allowed them to be able pack food and leftovers for long periods of time. However since Tupperware was not sold in the stores in meant that women and housewives alike had to had to attend Tupperware parties in order to purchase them. In the 60’s and 70’s Tupperware sales increased dramatically. This was because the lifestyle of most women at the time suited a product like Tupperware, also coupled with the Tupperware parties which were a huge hit in the era. In the 80’s there was a there was a decline in sales, this according to the Tupperware ladies, may have been due to increase in divorces, childless, women being single and more independent. Tupperware maintains a reasonable market share internationally but has since seen a decline in both market share and sales domestically and struggles to find appropriate marketing strategies to implement.

2.0S.W.O.T Analysis

A SWOT analysis is an analytical method, which is used to identify and categorize significant internal factors (i.e. strengths and weaknesses) and external factors (i.e. opportunities and threats) an organization faces. I will be looking at the SWOT analysis for Tupperware and using it to identify the strengths, weaknesses, opportunities and threats that Tupperware have.


- Tupperware had a new innovative product at the time.
- Tupperware at the time had a specific target market i.e. Housewives. - Tupperware was a perfect fit for the 1950’s due to many women being homemakers - Tupperware parties were the only way to buy the products making them exclusive to other businesses. - Tupperware used their parties as a form of promotion by having games and giving out gifts. - Tupperware has high customer loyalty

- Between the 1950’s and 1970’s Tupperware was highly profitable


- Tupperware has not been able to preserve a way of life.
- Tupperware was a new and unknown product so when it came out there was no interest in it. - Tupperware could only be sold at Tupperware parties unlike other competitive products that were being sold in stores.

- In the past Tupperware could have sold their products in stores rather than just Tupperware parties. - Increase profitability by increasing marketing and advertising. - Increase domestic sales of Tupperware

- Competition from other companies like Rubbermaid.
- Changing environment and lifestyle.

3.0The 5 p’s of the Marketing Mix for Tupperware

The 5 p’s of the Marketing mix that I will be looking at in relation to Tupperware include product, promotion, price, place, people.

Tupperware consists of various types of plastic containers used...

References: Pride, W. M., Ferrell, O. C., Lucas, B. A., Schrembri, S., & Niinnen, O. (2012). Marketing Principles: Asia Pacific Edition. (1st
ed.). South Melbourne: Cengage Learning Australia.
Pride, W. M., & Ferrell, O. C. (2013). Foundations of Marketing (5th ed.). Mason, Ohio: South-Western Cengage Learning.
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