Subject category:
Strategy and General Management
Published by:
Amity Research Centers
Length: 10 pages
Data source: Published sources
Topics:
Tupperware; Brownie Wise; Tupper; Direct selling model; Product innovation; Women; Bankruptcy; Sales
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