Being a niche market in India, Tupperware still leads the plastic industry of India with the maximum market share. Here's how tupperware came into the scenario and the indepth marketing research and analyisis of the same. Take a look!

1. Marketing Report
Shivani Sethi
CMBA5/1513
Student ID
20090122

2. INDIAN PLASTIC
INDUSTRY
Size Of Industry- 22,000 Plastic Processing Units; 150
Plastic Machine Manufacturers
Percentage In World Market- Less than 1%Exports
Worth US$ 3.2 Billion
Market Capitalization- India’s Consumption ( )
towards 8% GDP Growth

3. Earl Silas
Tupper-
Founder
Year 1946
Introduced an all
new range and
variation in
product line
Revolution in
Indian
Economy
Introduced
Bell Container
and
Wonderlier
Bowl
Educate,
Enlighten
and
Empower-
Mantra
Tupperware India
Party Plan Method of
Marketing by Brownie
Wise
First Party-1948
No Retail Outlets- Only
Parties

4. Qualities
• Tupperware offers a variety of plastic containers which introduced the
qualities of-
• Air-tight Jars
• Non- Echoing
• Durable
• Food-friendly
• A completely new range of Kitchen Utensils- branching out into
stainless steel cookware, fine cutlery, chef's knives, and other kitchen
gadgets.
• Lifetime guarantee- 10 years
• Multi-purpose Jars

5. CONSULTANT
STAR-
CONSULTANT
SUB-GROUP
MANAGER
GROUP
MANAGER
DISTRIBUTOR
BUSINESS MODEL

6. 2
10 Product
Categories
PRODUCT
PRICE
PLACE
PROMOTION
Premium Pricing or Skimmed
Pricing Strategy
Network Chains Throughout the
country
Advertising and Direct
Selling

7. FLYERS

8. FLYERS

9. FLYERS

10. Segmentation
• Demeographic Segmentation :
Households
• Behavioural Segmentation :
Loyalty, Knowledge
• Psychographic Segmentation :
Lifestyle
Targeting
Households via
Women
Segmentation, Targeting And Positioning

11. High PriceLow Price
Low Quality
High Quality
Positioning

12. Strenghts Weaknesses
Opportunities Threats
SWOT ANALYSIS
A. Authoritative
Brand Image
B. Market chunk
C. Research and
Development
D. Effective and
Efficient
Networking
E. World-Class
Brands
A. Huge
Potential
Market
B. Covinient
Consumer
Perception
C. Expandable
Business
A. Low Demand
B. Cheaper
Alternatives
C. Idea-Easily
Copied
A. Weak and
Time
Consuming
Distribution
System
B. Costlier
Affair
C. Bias
O
W
S
T

13. PESTELANALYSIS

14. PORTER’S FIVE
FORCES

15. CONCLUSION
The factors that define the emergence and success of the brand,
along with the revolution that it brought in India, are :
• The development and achievements marked by the bottled water
industry.
• Government Regulations because of environmental concern.
• Growing demand for plastic- Industrialization and Urbanization.
• Upgrading the products and no compromises with the quality so
as the ensure a healthy competitive advantage.
• Demand for PET in growing packaging businesses.

16. That’s all. Thank you!