Tupperware
Tupperware began operations in 1946 and manufactures and markets consumer products for the home under the brand name Tupperware. Tupperware products include food storage continers, children's educational toys, tumblers and mugs, serving centers, utensils and other products. For the three months ending 04/01/00, net sales rose 7% to $268.6 million. Net income rose 8% to $19.2 million. Results reflect higher sales in Asia, Latin America and the U.S. and improved margins and lower promotion expenses.
Upper level executives with offices run Tupperware worldwide. Reporting to them are regional directors and managers who supervise various teams and direct sellers. The direct sellers are the consultants who offer and sell the product to hosted parties.
Situation Analysis
Tupperware Corporation, a $1.1 billion multination company, is one of the worlds leading direct selling companies, with nearly one million independent sales people bringing Tupperware's product to life in more than 100 companies. They continue to introduce new designs and colors in its product lines, and to extend existing products into new markets around the world. The product, which is primarily designed as a food storage and preservation, has expanded into serving products, microwave and over cookware, and children's toys.
The company is uniquely run, in that its product is not available at stores like its competitors. Tupperware was originally brought to fame by selling its product in consumer's homes via demonstrations. This is primarily how Tupperware continues to be sold. Recently, Tupperware has become available on the Internet, thanks to thousands of personal home pages of Tupperware consultants who provide an on-line catalog of the products and accepts orders through the Internet, or by phone, fax or even old-fashioned U.S. mail. Tupperware has just announced its newest venture as of May 1999 sand that is it is teaming up with the home Shopping Network and will be peddling its wares on several television specials. The industry of shopping from home is one of the fastest growing.
Market Summary
Tupperware consumers are generally targeted as educated with above average disposable income. Young professional families lead the customer base. They are sometimes referred to as the "cocooning generation" because they prefer the ease and convenience of shopping from home, rather than venturing out to the stores to make their purchases.
Product innovation is not limited to Tesco’s food ranges, but its growing non-food ranges too have introduced choices of many new product lines: from sporting goods including equestrian equipment to new ranges of ‘homeware’ and recently PC software.
...ghner, 1993). It is the authors belief that consumers are aware of their consumption, as well as realize how wasteful they are with food in general For the students who do not fit into Eighner's wasteful category, he presents a grouping of frugal consumers who, "carefully wrap up even the smallest leftover[s] and shove it into the back of the refrigerator for six months or so before discarding it" (Eighner, 1993).
Lowe’s is leading the way by example. Lowe’s believes that creating long-term partnerships is a win-win situation for both sides of the deal. Lowe’s is the second largest home appliance retailer in the country, by working hand in hand for twenty-six years with Whirlpool, the largest marketer and manufacturer of home appliances. Whirlpool and Lowe’s have worked together to become unmatched in bringing their customers a high quality product and a very low competitive price. Through a tremendous logistical effort Whirlpool and Lowe’s have created a one of a kind Innovation Tour. A semi-trailer transforms itself into a functioning kitchen to show customers cutting edge appliances that will be available at Lowe’s in the future from Whirlpool and Kitchen Aid. As Lowe’s motto states, Lowe’s truly is “Improving Home Improvement”. (http://www.businesswire.com/)
Consumers become more interested in what brand they buy, and that what they want does not reflect their needs. While there are different products having the same features, people are still giving attention to the brands’ name. When people go shopping at the mall, they do care how the stores present their commodities, which brands use to target their consumers, especially women, and teenagers because they spend more time at the mall, so they are more likely to spend money on useless features’ commodities. Shopping at home, the salesperson explains the features of the product so that another will offer to buy it. Also, at home is the easiest way to buy useless
When one looks at the characteristics of an 80’s yuppie, one can see how they are clearly still represented today. Although the yuppie title may have fallen out of favor, we can see that the traits that defend them are still alive and still in advertisements today. Whether it is their workaholic lifestyle, their fitness craze or their choices in mates; Yuppies are still here and are still shown on the pages of magazine ads. Today the average consumer might not be able to spot a Yuppie in an ad, but they will still be able to relate in some way to the yuppie on the page.
Home Depot is the brainchild of Bernard Marcus and Arthur Blank and came about after both men lost their job in the home improvement industry in 1978 (Parnell, 2014). Home Depot has acquired several smaller home improvement stores in both the U.S. and abroad through the years which enabled it to position itself as the world’s largest home improvement chain (Parnell, 2014). Home Depot focuses on the do-it-yourself segment of the market and sells sells tools, construction products and services. Marketing is a strong point for the company. They are able to maintain a competitive advantage by keeping themselves available to their customers at all times. Home Depot has been using both online and offline marketing efforts. The internet has become a very useful tool for the company and part of the reason that they are leading the market in DIY stores. Home Depot currently provides DIY videos on YouTube and Vine that cover current topics that consumers are likely to be interested in. They also have social media pages on Facebook and Twitter, where they have a huge following. They provide online communities where actual employees answer consumer’s questions and provide assistance on
Part of the demographic of shoppers in Home Depot retail outlets need an item or product immediately, and that brand recognition and in stock purchase option is vital to maintaining the competitive advantage of the organization.
The grocery industry is a huge, fragmented and enormously competitive environment and there are currently several examples of grocery companies that are making effective use of the internet as a link with customers (Delaney-Klinger, 2003). In particular, Tesco currently have internet channels for selling groceries that are profitable (Hall, 2001; Koller, 2001).
consumers, they are still young at heart. The big question mark for industry forecasters is,
Household and personal care product companies are making efforts to stimulate sales in a variety of ways, such as entering new markets, creating new product categories, adding new distribution channels, and acquiring (and divesting) businesses to be able to compete in this highly competitive industry.
Consumerism has always been a big part of society back in the golden days. In today’s society, the ongoing debate of wants and needs are not justified by an individual’s wealth, but it is rather opinionated by the generalized public. Not only are the consumers getting caught in this mess, but many retailers are being sucked in as well. Retailers, have to stay up to date with the latest trends, to make sure they get their products across. Human identity is no longer determined by how much a person makes an hour, but by the commodities they possess. Consumers are so centralized on the materialistic items, that they forget what is more valuable and important. Unfortunately, the frivolous consumption has taken over the
Within the sales division of Frito-Lay the management system runs as a chain of command with the sales representative being the last line of defense between the company and the customer. The sales representative receives his sales plans and product placement orders form the district sales leader who receives his orders from the zone sales manager and so on up the chain. Ultimately the role of increasing sales and product recognition rest on the shoulders of the sales representative.
Of course with any age group not everyone who populates it will be a firm consumer of the product concerned. Evidence suggests however that the over 50’s could be a profitable target audience. Studying consumer behavior Kellogg’s quite rightly stated over 50’s behavior suit breakfast products, commenting 65+ year olds “Spend longer on breakfast” (Kellogg’s) emphasizing that breakfast does feature if not more in the over 50’s market segment than others. Economics also determine the potential of this market s...
would be focussed on their kids’ needs and upbringing. This consumer target segment is likely to
Campbell Soup Company, also known as Campbell’s, is a global food company reported to be the U.S. market leader in wet soup. Established in 1869, this company has been around for almost 150 years with products available to all U.S. States and more than 100 countries. They have annual sales of more than $8 million and employ around 20,000 employees worldwide with their main headquarters being in Camden, N.J. The Campbell’s brand itself leads sales, but the company has also extended beyond their soup and simple meals and bought out several other reputable brands such as Pepperidge Farm cookies and bread; Goldfish crackers; V8 juices; Bolthouse Arms beverages; Plum Organics premium organic baby food, Swanson broths and stock, Arnott’s, Kjedsens