GROUP MEMBERS: ANURAG MISHRA - B13013 CHANDAN KESHARWANI - B13020 MAHIMA JHUNJHUNWALA - B13031 MOHD. UMAIR ATHAR - B13035

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

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 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

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

Premier Brand Target high class market segment USP is quality and innovation

Launched products for Middle Income Groups Launched food preparation Utensils and Cutlery Launched products for School and Office goers Launched Microwave Safe containers Entered into Water Purifier Segment

Advertising –  Direct Selling  Through Parties Sales Promotion –  Encouraging Women

Geographic Segmentation Demographic Segmentation –  Life Cycle Stage  Age  Income Lifestyle Segmentation

Aquasafe Canisters Dry Storage Food Preparation Freezer Lunch ‘n’ Outdoor Fridge Smart Microwave Refrigerator Serving

Generic Competitor –  Polystyrene containers  Glass utensils  Aluminium and Steel utensils  Wooden Utensils Other Competitor –  Pearl pet  Cell  Milton  Signoraware  Local Brand

Party Plan 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.

Focus on Core Business World Class Quality for Indian Products Product Shape Modification Customized Product Localized Production

Target Lower Segment Expand its Distribution Channel Expand its Advertising Strategy

Tupperware is a substitute of Traditional Containers used in Indian Household  It offers unique benefits that traditional containers do not Tupperware is used in household because consumer feel it is of good quality  Tupperware’s USP lies in its quality and innovation. Diversification of Tupperware into water purifier segment is catering to the need of customer  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?

Instruments of Data Collection  Questionnaire Method Close-end questions Open-end questions  Telephonic survey Data Analysis Tools  Pie Chart  Histogram  Likert Scale

Sampling Plan –  Females  Age group (Married Women)  Women using at least some plastic containers  West Bengal Area Sample Size –  30

Q1A) What type of storage containers among these do you use in your kitchen? 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? 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.

Q3A) Which Brand comes to your mind when you think of Plastic storage containers? Note: The above add to more than 100% as it is a multiple choice question

Q3B) Which Brand among these have you used? 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? 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 1Column 2 Column 11 Column

Q4) Rate the following brands on the basis of the attributes given below. (5 being the highest and 1 being the lowest) 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) 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) 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) 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?

Q6) In future if Tupperware comes out with other product, which of these would you want to use?

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? 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