Tupperware Marketing Strategies

Essay by cavepilotUniversity, Master'sA+, June 2005

download word file, 4 pages 3.0

A plastic food container with the word Tupperware embossed on it became a "must have" for all kitchens in the 1950's. Earl Silas Tupper was a dreamer. He was constantly searching for some way to make his mark on history by bettering the world. He invented the product known as Tupperware when he realized that polyethylene plastic could be injected-molded into flexible yet sturdy bell-shaped containers.

Mr. Tupper designed many food storage containers of all shapes and sizes. Initially sales lagged in retail stores, due to the skepticism about plastic. Despite this set back, Earl Tupper continued to press-on with the determination that his convenient and practical product would someday be in every household. As luck would have it, Earl met a middle-aged single mother named Brownie Wise. Ms. Wise started to peddle the Tupperware door-to-door. Door-to-door hucksters were widely distrusted so it hardly seemed that this was the route to mass-market success.

Regardless, Ms. Wise was determined. She targeted stay at home mothers and would have them gather for in-home demonstrations, since this was a product that could save you time and money in the kitchen. Sales rocketed and Mr. Tupper pulled his entire product inventory from retail stores and relied solely on in-home parties for sales until 1999.

To this day, Tupperware still relies on in-home parties for a vast majority of its' sales but its' approach has changed. Instead of solely targeting stay at home moms they needed to reach out to include everyone with a kitchen and anyone that eats. With that in mind, their approach was going to have to appeal to a vast array of different personalities. Couples with no children, single adults and professionals were all targeted as potential customers. Updates and improvements needed to occur to make the products more viable.