Cadburry Chocolate

Essay by jason14622 February 2014

download word file, 14 pages 0.0


1.0 Introduction

In this written assignment, we had chosen Tupperware Malaysia in the consumer market.

We aim to analysis and write a marketing report for Tupperware Malaysia such as

background of the company, marketing strategies, marketing environment, marketing mix

and proposal. The purpose of writing this marketing report is to help us understand what

marketing is about and how Tupperware Brands Corporation Malaysia manages to

survive in the competitive market and to be outstanding among all other companies with

different strategies and ideas.

2.0 Company Background

Tupperware make known to public at 1937, chemist and inventor Earl Silas Tupper

worked in DuPont's Chemical plant, developing experiment with using plastic. He found

a method to purify petroleum based by-product into substance that was elastic, tough,

non-porous, not greasy, odorless and semitransparent. In the late 1940s, a single mother

who named Brownie Wise without formal sales training started selling products of

Tupperware by way of home parties with great success. Since then Tupperware Parties

turned into a cultural phenomenon. The home party decided to remains the core of their

businesses, providing customer better services and offering individual with exciting

experience and attractive business opportunity.



Segmentation, Targeting and Positioning (STP) process is a method in which the whole

markets are classified into different segment. With the obvious rising of mature market,

the diversity of customer needs, and the ability to capture the niche segments, the use of

STP will be more frequent (Oxford University Press 2012).


Focus comparatively more attention to specific segments rather than other segments is

necessarily task for most of companies in order to serve their target market better. Based

on the Tupperware, Tupperware Brands Corporation has segmented their customers using

two main categories: demographic, psychographic. First of all, Tupperware Brands...