特百惠营销策略分析.doc

TupperwareSummaryTupperware Corporation, the famous plastic manufacturer, one of the most trusted names in housewares, leading the fashion of housewares. In the world, there are more than 70 subsidiaries and 100 direct distributors in almost 100 countries. In this report, we will analysis 5 aspect of the Tupperware Corporation. There are the environment, including the external environment and internal environment, SWOT analysis, STP analysis, marketing mix strategies, and some recommendation.Through the report you can understand the Tupperware Corporation, to know why they have high price, high reputation, good company image and beautiful, unique, durable products - Plastic Container. BackgroundTupperware Corporation was found by Mr. Earl Tupper who is an American chemist after the World War II in American. Tupperware made its debut in 1946 at the start of a revolutionary post-war period in history. Tupperware went into thousands of families as a brand of housewares. After a decade of success in the United States, Tupperware expanded into Europe in 1960 with a launch into the United Kingdom. In 1963, the company had a presence in six European countries and then launched in Japan and Australia. Tupperware also had sales offices in Africa and Latin America before 1970. Since then Tupperware Brands has expanded to almost 100 countries around the world under its eight brands Tupperware, Avroy Shlain, Beauticontrol, Fuller, Naturecare, Nutrimetics, Nuvo, and Swissgarde. They continue to break new ground.Today, Tupperware has more than 70 subsidiaries in the global, 15 subfactories, and more than 8000 products. The value is more than 2 billion dollars. Now, Tupperware Brands Corporation is the biggest manufacturer of Home Furishing in the world and a multi-brand, multi-category, direct sales company. Top 500 company in the world. The main product of Tupperware is plastic container. Use on Dry Storage, Fridge, Freezer, Serving, Preparation, Microwave Reheating, Microwave Cooking, Baby & Kids, On the Go, Tupper Clean products for the kitchen and home.Tupperware offers the highest quality products, with the finest design features to meet your special needs. Whether its getting a good, hot meal in the table at the end of a busy day, toting a nutritious lunch to work, or taking time to learn a new baking secret with your children - Tupperware makes it all possible!In 2008, Tupperware Brands Corporation ranked on Fortune Magazines coveted Most Admired Household Products list.Environment AnalysisThe external environment Competition There are 3 competitors in the world. Lock & Lock, LEYIDUO, ROPOWO.The main competitor is Lock & Lock among their three companies. Lock & Lock is founded in 1985, headquartered in Seoul, Korea, has become recognized in the world market by introducing a new concept in the food storage container category, Lock & Lock, with a 4-sided locking mechanism.Tupperware faces the competitors offensive; they focus on style, product, true-blue service and the dedication sprite to face their job.EconomicThe economy of world grows quickly. Peoples income is increase, so now they dont only need food, clothes, and other first need. Today, they will seek to get more comfortable and nice of their life. So they will be more sensitive to go into the high class to buy high-end product. So it is a good opportunity. It can increase the sales.The CEO Rick Goings of the Tupperware said if the American economy is fall, it also will not affect their profit, because their majority of profit is come from overseas market.TechnologyTupperwares technology is in the lead, the raw material is a kind of non-toxic, light, durable and strong plasticity. It can make the supernatural plastic container and a complete set of sealing cover to keep the food fresh.The internal environmentTupperware has more than 70 subsidiaries in the global, 15 subfactories, and more than 8000 products. And 100 direct distributors in almost 100 countries. For over 60 years Tupperware has made a difference in the lives of women around the world by offering an independent business opportunity.SWOT analysisSWOT is an analysis of the organizations strengths, weaknesses, opportunities and threats. It can help company knows the situation of it itself and to improve continually its strong points, find the solution of issues.Strengths 1. The company has strong brand and good reputation all over the world.2. It has good quality of raw material - non-toxic, good leak tightness, and it can reuse to protect the environment.3. Marketing Models are diversification.4. The product has broad ranges, including every living goods.5. Manufacture and sales are one stop services.6. Innovation. They focus on the creation, every year invest a mount of money to innovate new product, according to the needs of different market.7. The alliance expense is cheap, you only can use 60000-70000 to have an own store.8. In 2001, the Tupperware Corporation was awarded the National Design Award For Corporation Achievement by the American National Museum. It also has been named as Oscar on the industry design.Weaknesses1. A little expensive.2. It has a limit for the franchisee, only female.3. Due to plastic container, so it is not easy to wash.4. No promotion, no advertising and introduction.5. Upgrade of products is slowly, it is very hard to broken.Opportunities1. Capacity of the market is large, many clients.2. Nowadays, people seek to live a life with high quality, so high-end product can easy to be accepted.3. Now people advocate green products, so Tupperware is a good choice for them, because it is non-toxic.4. The competitors are less, so Tupperware has large market share.5. Tupperware consultant can sell products at home parties, market their business online, and use other direct sales methods.6. The Tupperware Corporation also offers the package of cosmetics and skin care through its subsidiary.Threats 1. Tupperwares technology of leak tightness has been public, so there are many substitutes and the price is cheaper.2. The price of oil is increase, so the cost will increase. It can make crisise for the company.STP analysisSTP means Segmentation, Target marketing and positioning. Company can use this analysis to divide market therefore it can find which part of market and which group of people are its main market.SegmentationGeographic segmentationTupperware divided the global market into the North American market, the American market, TEAM market (Europe, Africa and Middle East) and the Asia-Pacific market. TEAM market has the largest market share, half of the companys share of global. 85% of global sales come from outside the United States market.Demographic segmentationAccording to the product features, the product can be used by housewife, children, the old and the blind. For the housewife, the products are more focus on practicability. For the children, are more focus on the surface and shape, let it more beauty. For the old, company will design a product more convenience to take it. To be more human. For the blind, company will design a product which is very easy to take and recognize. It will have many ragging marks or ragged pattern. It will give people deep touch feeling.According to the sex, the products mainly offer to the female. because the female are in hold the family popularly. Such as housewife.According to the social class, the Tupperware Corporation focuses on the middle class and the upper class. Because the price is high.Psychographic segmentationThe Tupperware Corporation sells their product to the people who seek to get high quality and unique surface, who advocate healthy diet, and who are so busy, will bring the food to work. Behavior towards productThe products of Tupperware always have high quality, beautiful and unique surface and shape, and special material, non-toxic and very light. The products life cycle is much longer than others. it is very hard to broken. And also the customer loyalty is high, because Tupperware has the Home Party which can demonstrate to consumers about their products and their uses. These demonstrations help the company to explain to the customers, the quality, the usage and the reasons for higher cost of its products.Target marketingThe target market of the Tupperware Corporation is middle and upper social class. The company doesnt want to compete the lower social class. They comply the principle: sell the value, not sell the price. Their products have high quality, but not cheap.PositioningThe Tupperware Corporation concentrates on the high-end market. Their slogan is sell the value, not sell the price. They dont compete the low-end market. They use the customer loyalty to implement their market position.Marketing mix strategiesIn this part, the report will introduce the 4Ps strategies of The Tupperware Corporation; 4Ps strategies are the combination of product, price, place (distribution), and promotion.ProductThe Tupperware Corporation divides the product into 10 aspects. Dry Storage, Fridge, Freezer, Serving, Preparation, Microwave Reheating, Microwave Cooking, Baby & Kids, On the Go, Tupper Clean products on kitchen and home.PriceTheir price is a little expensive. Their slogan is sell value not sell price. They use “Home Party” to help the company to explain to the customers, the quality, the usage and the reasons for the higher cost of its products.Place (distribution)Tupperware sells their product in American, Europe, Africa, Middle East and Asia. The countries are Australia, Mexico, U.S.A., Japan, Korea, China, Indonesia, Philippines, Singapore, Malaysia, Thailand, India, Austria, U.K., Ireland, Belgium, Germany, France, Italy, Sweden, Poland, Russia, Greece, and South Africa.PromotionAt first, Tupperware adopts the promotion of direct selling. Tupperware pioneered the direct marketing strategy made famous by the Tupperware party. It adopts a three-tier network structure which made operations easier for the company. Tupperware products and the Tupperware party are sometimes alluded to in popular culture for comic effect, often making fun of middle-class aspirations or suburban life.Secondly, they use the viral marketing concept. It is a common method of online marketing. Usually, use it to brand promotion and website promotion. It is the principle of word-of-mouth spread.And then, implement the strategy of experience Marketing. Contact with the consumer deeply, devote to create a wonderful experience for the consumer to use the Tupperwares products. The main way is to hold a party about the Tupperwares product demonstrations to get high customer loyalty.And also they implement consumer membership and publish a magazine - Tupperized Life to publish the new product, promotion and many kinds of the knowledge about managing home. And the “Home Party” is unique.Recommendation1. Need to do more promotion. Use the advertising, magazine, TV, network and newspaper. Because not every know Tupperware, such as China market, many people dont know the company and the brand. And we are hardly to see the advertising about Tupperware.2. Reduce the price, to go into the low-end market, and also the high-end market, to get the all of the market. It can increase the reputation. Because nowadays, the technology of leak tightness is not a secret, other companies have known. So they use the technology to manufacture the product, but they chose the lower price, so we will suffer losses. Consequently, we need to reduce the cost to decrease the price, but keep the quality.3. Need to highlight the main product to build the company image. Such as Microwave, can focus on the product used to microwave, and then publicity and promotion.ConclusionThe Tupperware Corporation is the most famous plastic manufacturer, the most tru