Tupperware in India |
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» Marketing Case Studies Please note: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source. |
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Background Note Contd...He created many light weight, non breakable containers such as cups, plates, bowls etc, with this substance. Earl S. Tupper founded the Tupperware company in 1938. During the Second World War, the company concentrated on molding parts for Navy signal lamps and gas masks.
Tupperware also designed the renowned air-tight, liquid proof lid in 1946. It was modeled on the inverted rim of a paint can. This lid prevented spillage and wiltage of the stored items and kept them fresh for a longer time. From its inception, Tupperware faced challenges in marketing its products. In 1946, though the Tupperware plastic products were introduced in hardware and department stores, they failed to generate demand.
Brownie Wise was appointed the Vice President of the Tupperware company in 1951. She removed all Tupperware products from retail outlets and marketed them through the Party Plan method. The company concentrated on women as their prime sellers and consumers... 3] A company selling home products through parties. |
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