Tupperware is a home-based product line that includes preparation, storage, and presentation products for kitchens and homes. In 1942, Earl Tupper developed the first bell-shaped container; brand products were introduced to the public in 1948.
Tupperware develops, manufactures and distributes its products internationally as a wholly owned subsidiary of its parent company Tupperware Brands. It is marketed by means of approximately 1.9 million direct salespeople in the contract.
In 2013, Tupperware's top market is Indonesia, which occupies Germany as the second. Indonesia's sales in 2013 are over $ 200 million with 250,000 sales staff.
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Company history
Tupperware was developed in 1946 by Earl Silas Tupper (1907-83) in Leominster, Massachusetts. He developed plastic containers used in households to hold food and keep it airtight. The "belching seal" that used to be patented is a well-known aspect of Tupperware, which sets it apart from competitors. Tupper had found plastic for Tupperware in 1938, but this product only works with the emergence of sales through presentations in party settings. In 1949, Tupperware introduced the 'Wonderlier Bowl' which became the beginning of revolutionary kitchen appliances.
Tupperware pioneered a direct marketing strategy made famous by Tupperware. The Tupperware Party enabled women in the 1950s to work and enjoy the benefits of earning without completely eliminating the independence given to women during the Second World War, when women first began to enter the labor market, while staying focused in the domestic domain. The "party plans" model builds on characteristics commonly developed by becoming housewives (eg, party planning, hosting parties, social relationships with friends and neighbors) and creating alternative choices for women in need or want to work.
Brownie Wise (1913-92) realized the potential of Tupperware as a fun commodity. He realized, however, that he had to be creative and therefore start throwing these Tupperware parties. Wise, former sales representative of Stanley Home Products, developed the strategy. Tupper was so impressed that Brownie Wise became vice president of marketing in 1951. Wise soon created Tupperware Parties Inc.
During the early 1950s, sales and popularity of Tupperware exploded, thanks in large part to Wise's influence among women selling Tupperware, and some famous "yubiles" celebrating the success of Tupperware ladies at fancy and fancy themed parties. Tupperware was known - when women returned from work during World War II only to be told to "return to the kitchen" - as a method of empowering women, and giving them a foothold in the postwar business world.
The Tupperware style "Jubilee" event tradition continues to this day, with rallies held in major cities to recognize and reward individual, team, and top selling and recruiting organizations.
In 1958, Earl Tupper fired Wise over public dissent in Tupperware's business operations. Officially, Tupper objected to the costs incurred by the yubileum and other similar Tupperware celebrations. However, the real reason is that Tupper is approached by several companies interested in purchasing it; he feels that he will not be able to sell with a woman in executive position. Rexall bought Tupperware in 1958.
Tupperware spread to Europe in 1960 when Mila Pond hosted a Tupperware party in Weybridge, England and subsequently worldwide. At that time, strict dress codes are required for Tupperware women, with skirts and stockings (pants) worn at all times, and white gloves often accompany clothing. A technique called "carrot calling" helps promote the party: a representative will travel from house to house in the neighborhood and ask the housewife to "run an experiment" in which the carrot will be placed in a Tupperware container and compared to "anything you would normally leave. " in "; it often results in scheduling Tupperware parties.
Rexall sold his drug store in 1977, and renamed Dart Industries. Dart joins Kraftco to form Dart & amp; Kraft. The company was removed, with the former Dart asset renamed Premark International. Tupperware Brands played from Premark in 1996; Premark was acquired by Illinois Tool Works three years later.
In 2003, Tupperware shut down operations in the UK and Ireland, citing customer dissatisfaction with their direct sales model. Since then, the distribution of importers has been limited. The company announced the official launch in the UK in mid-2011, and recruited UK staff, but in December the relaunch was canceled.
In May 2018, the Israeli daily TheMarker reported that Tupperware would withdraw from Israel causing 2,000 agents without work. The article links this decision to the regional headquarters managing other middle eastern countries.
Tupperware is now sold in nearly 100 countries, having reached more than a hundred after 1996.
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Tupperware Party
Tupperware is still sold mostly through party packages, in exchange for the host. The Tupperware party is run by Tupperware's "consultant" for hosts who invite friends and neighbors to their homes to see the product line. Tupperware hosts are rewarded with free products based on the level of sales made at their party. The party also takes place in workplaces, schools, and other community groups.
In most countries, Tupperware salespeople are organized into tiered structures with consultants at the bottom, their top managers and top managers, and the various levels of the next director, with the Legacy Executive Executive at the top. In recent years, Tupperware has rid of distributors in the United States. This has enabled Tupperware to be more flexible and cheap commissions and rewards for their consultants.
In recent years, Tupperware in North America has moved into a new business model that includes more emphasis on direct marketing channels and eliminates its reliance on authorized distributors. This transition includes sales through Target stores in the US, and Superstores in Canada, with disappointing results. Tupperware says this is a disservice to direct sales. In countries with a strong focus on marketing through parties (such as Germany, Australia and New Zealand), Tupperware's market share and profitability continues to decline.
In many countries, Tupperware products come with a lifetime warranty. In England/Ireland, the guarantee is 10 years. The company is famous for its plastic bowl and storage container. However, in recent years it has branched into stainless steel cookware, fine tableware, chef knives, and other kitchen gadgets. After a slump in sales and public image in the mid-1990s, the company created several new product lines to attract younger markets.
In some countries including Belgium, Australia, Ireland, and the United States, Tupperware markets their parties and career opportunities through mall kiosks from time to time.
In China, Tupperware products are sold through the franchise "entrepreneurial" franchise, where there are 1,900 in 2005, because the pyramid sales legislation came into effect in 1998. Chinese characters ??? used as a brand name, and translated as "a hundred benefits".
Gender and cultural impact aspects
The reciprocity that appears at the "party", which is traditionally made up of friends and family members of the hostess, creates a feeling of parenting without a feeling of direct selling. Studies show that the creation of the "Tupperware party" is a gender construct aimed at calming the common ethos of domestic arrangements from an era in which men are the only producers and it is the responsibility of women to manage domestic work. It was the Larkin company, but it was the pioneer of this "party", during the 1890s, popularized by organizations such as Tupperware.
Feminist views vary as to the format of Tupperware's sales through parties, and the social and economic roles of women depicted by the Tupperware model. The opposite view holds that gender-based product and sales campaigns are intended to further tame women, and maintain their primary focus on home-grown business. A positive feminist view assumes that Tupperware provides employment for women who are pregnant or otherwise are not guaranteed their positions in the workplace because of unequal gender laws in the workplace. The company promotes women's refinement and the endless opportunities Tupperware offers to women; whereas, negative views include restrictions on women to the domestic realm and limiting the apparent separation between running a household and a career. The emergence of Tupperware in the American market creates a new kind of opportunity for the demographics of completely undependable workforce; women, and especially suburban housewives, who then facilitate the call for equal rights between men and women in the workplace.
Product line
Tupperware product ranges are often marketed under different names in different markets, and the range of products and colors itself is different among markets. The most popular Tupperware paths include:
- Eleganzia (English, DE), Illusion (AU): the "glass" range of serving plates
- Wonderlier (US, Canada, United Kingdom), Bowl Maravilloso (URU): bright rounded colored storage bowl
- FlatOut! (US), MiniMax (English), Go Flex (AU), Software (URU): flat bowl for storage, and can be expanded when needed
- FridgeSmart (US, UK, AU), PrimaKlima (DE), Marine (URU): with air-control ventilation, Refrigerator Container is a modular container intended for refrigerated fruits and vegetables. Refrigerators have air control vents intended to allow varying levels of airflow around different types of fruits and vegetables, as well as undulating unders to allow them to safely store on refrigerator shelves.
- Stuffable (AS, AU), Bungee : refrigerator storage with flexible petals for overcharging.
- UltraPro (AS, DE, AU, UK), UltraPlus Ã,: plastic advertised oven appliances when used in conventional microwave or oven, with heating resistant properties.
See also
- Newell Rubbermaid
- Hana Cobi Plastic aka Lock & amp; Key
- Tub (container)
References
Further reading
- Charles Duhigg, "Why A Short Seller Wants to Destroy Tupperware's Party," New York Times, November 17, 2006.
- Elayne Rapping, "Tupperware and Women", Radical America , vol. 14, no. 6 (Nov.-Dec. 1980), pp. 39-49.
External links
- Official website
- Tupperware! program from PBS 'American Experience, 2005.
- George J. Yarbrough, Beautiful World of Tupperware. Orlando, FL: United Film Productions, n.d. [c. 1964]. - Film Public Relations.
Source of the article : Wikipedia
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