case study: Tupperware Brands Corporation, formerly known as Tupperware Corporation, is a multinational direct marketing company. It is based in Orlando, Florida and started operations in 1946. In partnership with Sales Consultants worldwide, Tupperware reaches consumers through informative and entertaining home parties, special customer contact programs in malls and retail environment and other convenient venues. Tupperware entered India in November 1996 and started its operations from New Delhi with a focus on kitchenware and plastic products useful in three areas - food storage, food serving, and food preparation. In the first year of its inception in India, it appointed 15 distributors by directly recruiting candidates and training them, through a specially designed 14-week training program in Delhi and Mumbai. Considering the orthodox Indian culture, company had to sell both the direct selling concept and its party plan. It was not easy for the company to convince Indian women to come out of Indian houses and sell something in so called man dominated society. Tupperware, though a direct selling company adopted a three-tier network structure which made operations easier for the company. Today, three-tier network structure is one of the fastest growing methods of sales in the world. Millions of people of all nationalities are now enjoying the benefits of this method compared to the traditional way of selling through retail stores. This method of selling offers advantages for both the customers as well as people looking for an earning opportunity. In direct selling whether one wants to work part time or take this opportunity as a full-time career is entirely up to the individual. Either ways, one can decide one's working hours and one can remain one's own boss. Tupperware basically depends on women's sociability for its sales strategy, as it revolves around a specific domestic construction of women in its marketing. Product, party, and people are the three core anchors around which Tupperware's brand building and sales are built. In India, Tupperware design teams have noted chefs on board.The design teams create products suitable for Indian Kitchen e.g. masala containers and Multi-cook that can be used for cooking, steaming, straining, reheating as well as serving. Tupperware's famed 'Party Plan' strategy helped the company to connect with potential customers and generate sales from products which were priced at a premium as compared to similar products in the market. The company entered into tie-ups with FMCG players like P&G to increase visibility in the market.

From the case study and the concepts explain in detail

Q1. How did Tupperware use parties to increase sales of its products?

Q2."Tupperware's marketing strategy was described by its three Ps - Product, Party Plan, and People." What was unique about Tupperware's marketing?