Case 3.1: Tupperware India Pvt. Ltd.

Tupperware is the world's largest plastic food container company. It markets its products in over

100 countries across the globe and is today a household name in every corner of the world.

Tupperware India Pvt. Ltd. is a wholly owned subsidiary of the US-based Tupperware

Corporation, the world's leading manufacturer of high-quality plastic food storage and serving

containers. The company started its operations in India in 1996 and the country has been

recognized as the fastest growing market by Tupperware Worldwide. Its products were launched

in Delhi (November 1996) followed by Mumbai in (April 1997) and in Bangalore and Chennai in

(October 1997). Pune, Chandigarh and Hyderabad followed in 1998.

Starting off with just 12 products, Tupperware India today sells over 70 products that meet

Tupperware's stringent international quality standards. At present, the company sells its products

in over 35 cities through a sales network comprising over 35,000 consultants, 1500 managers and

75 distributors. Backed by a committed and dedicated staff, region offices in all metros,

Tupperware India has the pride of being the fastest set-up operation in the history of Tupperware.

The company has been growing so fast that today it is approximate)/ three times larger than any

other company in its products' category. The company's turnover as of now is over US $11.5

million.

A full-fledged manufacturing facility is today the nerve-centre of Tupperware's Indian operations.

Located in Hyderabad, this plant employs state-of-the-art technology to manufacture over 65

products, each of them meeting stringent quality standards laid down by Tupperware's

international norms. Set up in a record time of three months, this facility could soon gain for an

expansion to meet the ever-increasing demand for Tupperware. The moulds used to make

Tupperware are hand-tooled stainless steel and these moulds are common for all countries and

move in different countries as per the requirements.

The company classified its products under various categories depending upon the purpose they

serve. The main product line of the company is grouped as follows:

Dry storage - Modular mates, canisters, etc.

Tableware - Bread server, butter dish, curry server, etc.

Food preparation 7 Mosaic keeper, magic flow, quick shakes

Microwave - Soup mugs, crystalwave medium

Refrigerator Cool n fresh series, wondlier bowls, ice-trays

Lunch and outdoors - Tumblers, lunch boxes

1 Canister - Store-all-canisters, oasis jug

Classics - Classic slim launch, tropical cups.

Tupperware India has specially designed select tailormade products for the Indian homemaker to

fulfil the unique needs of the Indian kitchen. 'Cinnamon microwave dish' in a dark blue colour

keeps in mind ha/di stains, 'Masala storage box' which can store up to seven dry spices, and a

range of thalis, katoris, roti-keeper, pickle and oil containers have already been introduced in the

market. These products combine .aesthetics and functionality. They are ingeniously designed to

offer versatility and convenience. Tupperware products have won several design awards

worldwide. The products are manufactured with 100 per cent food grade virgin plastic and offer a

lifetime guarantee against chipping, cracking or breaking under normal non-commercial use. They

are light, unbreakable, non-toxic and odourless. They also have special airtight and liquid tight

seals which lock in freshness and flavour. The products are not only designed elegantly and add

functionality but also add vibrancy and colour to any kitchen and dining table. The products are

available in soothing colours such as red, blue, pastels and green to match kitchen decor and

consumer preference.

Tupperware India, at present, faces competition from stainless steel utensils and low-end plastic

products both available at retail outlets across India. However, with increasing awareness of high

end food storage containers, the company will soon see itself up against more intense competition.

Already companies Medicare, Cutting Edge and Real Life have entered this segment, albeit with

lower prices.

The company is growing rapidly and uses a direct selling method to reach its end customers. An

empiric study was undertaken to understand the perception of consumers and dealers (consultant).

The study assumes significance since the outcome of this research would help Tupperware identify

the areas in which the perception is poor and would, therefore, be able to identify the problem

areas so as to take remedial action. This is necessary because Tupperware is facing competition

from Modicare, pearl Pet and Reallife and the results of the study will help it in consolidating its

market position by identifying its strengths and weaknesses. Further, it would indicate why and

on what parameters the perception of consumers versus non-consumers is different. This could

enable the company to formulate appropriate, strategy to attract the non-consumers use its product.

The objectives of the study were:

1. To understand the perception of Tupperware product users about the company. Specifically we

want to answer the following questions:

(a) What is the profile of the users of Tupperware product?

2(b) What is the awareness level (both aided and unaided recall) of the users of Tupperware

products?

(c) Is the perception different for a user belonging to a nuclear or a joint family?

(d) Does the perception vary across marital status?

(e) Does the perception vary across professions?

(f) Does the perception vary across age groups?

(g) Does the perception vary across education levels?

(h) Does the perception vary across income groups?

(i) What are the underlying significant factors of the perceptions of users?

2. What is the perception of the non-users of Tupperware products about the company?

Specifically, we would attempt to answer the following questions:

(a) What is the profile of the non-users of Tupperware product?

(b) What is the awareness level (both aided and unaided recall) of the non-users of Tupperware

products?

(c) Is the perception different for a non-user belonging to a nuclear or joint family?

(d) Does the perception vary across marital status?

(e) Does the perception vary across professiones?

(f) Does the perception vary across age group? (g) Does the perception vary across education

levels?

(h) Does the perception vary across income groups?

(i) What are the underlying significant factors of the perceptions of non-users?

3. Is the overall perception different for user and non-user of the Tupperware product? To carry

out the objectives, a study was conducted. The following questionnaire was used for the purpose.

Questionnaire for User/Non-user Research

1. What type of storage food container do you use in your kitchen? (Please tick one or more)

(a) Stainless Steel

(b) Plastic Products

34

(c) Glass containers

(d) Any Other (Please specify)

2. (a) In case you use plastic containers for storage, are you aware of the company/companies

manufacturing it?

Yes

[ ]

No

[ ]

(b) If yes, name them ___________________

___________________

___________________

___________________

3. Which of the following plastic container manufacturing companies are you aware of? (Please

tick the appropriate box, you may tick more than one.

(a) Cutting Edge

[ ]

(b) Modicare

[ ]

(c) Real Life

[ ]

(d) Tupperware

[ ]

(e) Any other (please specify) [ ]

4. In case you have ticked Tupperware, please tell us as to how did you come to know about the

product 'Tupperware' (Please tick the appropriate box, you may tick more than one)

(a) Advertisements

[ ]

(b) Party plan

[ ]

(c) Internet

[ ]

(d) Women's magazines

[ ]

(e) Word of mouth

[ ]

(f) Any other (please specify) [ ]

5. Do you use Tupperware products? 5

Yes

[ ]

No

[ ]

(If the answer is No, you will still be having some perception about Tupperware's products, its

quality and price. Therefore, please move to question 11 directly)

6. If answer to above question is yes, did you

(a) Buy the product

[ ]

(b) Received as a gift

[ ]

(c) Both

[ ]

7. If you bought the product as mentioned in the question 6 above, did you buy

(a) Through party plan

[ ]

(b) Telephoning the dealer [ ]

(c) Both

[ ]

8. How often do you buy Tupperware products?

(a) Once a month

[ ]

(b) Twice a month

[ ]

(c) More than two times in a month [ ]

9. How much money do you spend in a month on the purchase of Tupperware

products?_____________________

10. In your last purchase which of the following items were bought by you. (Please tick as many

as you like)

Dry storage

[ ]

Tableware

[ ]

Food preparation

[ ]

Microwave containers

[ ]

Refrigerator containers

[ ]

Lunch and outdoor containers [ ]6

Canister

[ ]

Classics

[ ]

11. Given below are some statements, you are requested to state your degree of agreement/

disagreement on each of the statements as mentioned below on a 5-point scale.

Statement

Completely

Disagree

Disagree

No

Opinion

Agree

Completely

Agree

A Tupperware

products are made

with the state-of the

art technology

B Tupperware

products are ideal

for gifts

C Tupperware

products are not

available in different

sizes

D The products are

available in

attractive colours

E

The products do not

provide good value

for money

F

I feel proud to serve

food to my guests in

Tupperware

products

G My peer groups do

not use Tupperware

products

H The products are not

easily available

I

The designs of the

products are such

that they occupy a

lot of shelf space

J

The products

provide a good look

to the kitchen

K The spices kept in

Tupperware

containers retain 7

their original flavour

for long

L

Tupperware

products are very

expensive

M Tupperware

products offer a

lifetime warranty

without any

requirement of proof

of purchase

N The products go

with my lifestyle

O Tupperware

products are for

daily use

P

The products require

special cleaning

agent

Q Tupperware

products retain stain

marks (e.g.,

turmeric) after

cleaning

R Parents feel very

safe while their

children handle the

products

S

The products usages

are well

demonstrated in the

home party

T

The company

provides timely

information on new

products

U The products are not

air/water-tight

V The products are

inconvenient to use

W I have no inhibition

in using products in

a large gathering of

guests8

X Tupperware keeps

adding new products

to its range to suit

the kitchen

requirements

Y The shape of the

products are very

eye-catching

Z

Tupperware

products are quite

sturdy

aa The products are

non-toxic and

odourless

ab The products are

very heavy in weight

to carry from one

place to another

12. You belong to a

Nuclear family

[ ]

Joint family

[ ]

13. Marital status

Single

[ ]

Married

[ ]

Widow/divorced-

[ ]

*The case is c based on a project report 'Perception Study of Tupperware India Pvt. Ltd,' by

Gautam Screen, Raman Chawla, Sandeep Bonsai, participants of PGPM (2001-04), International

Management institute, New Delhi.

14. If married, are both of you working or only one

Both

[ ]

One

[ ]

15. In case you are working, you are employed in

Private sector

[ ]9

Public sector

[ ]

Self-employed

[ ]

Govt. service

[ ]

16. You belong to age group

20 - 30 years

[ ]

31 - 40 years

[ ]

41 - 50 years

[ ]

51 and above

[ ]

17. Your education

Less than graduation

[ ]

Graduate

[ ]

Postgraduate and above [ ]

18. Your monthly household income

Upto 15000

[ ]

15001 - 30000

[ ]

30001 - 45000

[ ]

45001 and above

[ ]

19. Do you or your spouse own the following:

(a) Credit card Yes [ ] No [ ]

(b) Four wheeler

Yes [ ] No [ ]

(c) House

Yes [ ] No [ ]

(d) Club membership

Yes [ ] No [ ]

(e) Microwave oven

Yes [ ] No [ ]

Please note that in the question no.11 statements numbers a, b, d, f, j, k, m, n, o, r, s, t, w, x,y,z,

aa are favourable statements. The remaining are unfavourable statements.

Questions10

(i)

Indicate the type of measurement (nominal, ordinal, interval or ratio) which is being

used in each of the above questions.

(ii) Identify the questions which will be relevant for each of the objectives of the study