Product details

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Case
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Reference no. 323-0194-1
Published by: Amity Research Centers
Published in: 2023
Length: 10 pages
Data source: Published sources

Abstract

Earl Tupper founded Tupperware in 1946 and created a revolution. The company made durable and good quality bowls, tumblers and kitchen storage products in radiant colours. After experimenting with departmental stores with no success, the company indulged in direct selling model with women at the front and centre of the sales model. These products were demonstrated and sold through social parties organised by women for women and very soon sales sky rocketed and Tupperware became synonymous with kitchen and household items and storage solutions. However, things took a turn for worse when Tupperware's patent expired and many look alike products flooded the market. The slide which commenced thereafter could not be arrested by any means. Eventually, lack of product innovation, failure to attract young consumers and several other factors led to the progressive decline of the company. By 2023, bankruptcy stared at the brand. What should Tupperware do?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2023.

Geographical setting

Region:
World/global

Featured company

Tupperware
Type:
Public company
Industry:
Kitchen storage

About

Abstract

Earl Tupper founded Tupperware in 1946 and created a revolution. The company made durable and good quality bowls, tumblers and kitchen storage products in radiant colours. After experimenting with departmental stores with no success, the company indulged in direct selling model with women at the front and centre of the sales model. These products were demonstrated and sold through social parties organised by women for women and very soon sales sky rocketed and Tupperware became synonymous with kitchen and household items and storage solutions. However, things took a turn for worse when Tupperware's patent expired and many look alike products flooded the market. The slide which commenced thereafter could not be arrested by any means. Eventually, lack of product innovation, failure to attract young consumers and several other factors led to the progressive decline of the company. By 2023, bankruptcy stared at the brand. What should Tupperware do?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2023.

Geographical setting

Region:
World/global

Featured company

Tupperware
Type:
Public company
Industry:
Kitchen storage

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