Tupperware

Tupperware logo

Tupperware is the brand name of a home products line that includes preparation, storage, and serving products for kitchen and home. The brand debuted in 1946, and products are developed, manufactured, and internationally distributed by its parent company Tupperware Brands Corporation and marketed by means of direct selling through an independent sales force of approximately 1.9 million. Tupperware is a wholly owned subsidiary of Tupperware Brands Corporation.

Company history

Tupperware was developed in 1945 by Earl Tupper (1907-1983) and consisted of plastic containers used in households to contain food and keep it airtight. The formerly patented "burping seal" is a famous aspect of Tupperware, which distinguished it from competitors.

Tupperware pioneered the direct marketing strategy made famous by the Tupperware party. Brownie Wise (1913-1992), a former sales representative of Stanley Home Products, developed the strategy. During the early 1950s, Tupperware's sales and popularity exploded, thanks in large part to Wise's influence, cult of personality among women who sold Tupperware, and some of the famous "jubilees" celebrating the success of Tupperware ladies at lavish and outlandishly themed parties. Tupperware was known, at a time when women came back from working during World War II only to be told to "go back to the kitchen", as a method of empowering women, and giving them a toehold in the post-war business world. The tradition of Tupperware's "Jubilee" style events continues to this day, with rallies being held in major cities to recognise and reward top-selling demonstrators, managers and distributorships.

In 1958, Earl Tupper fired Brownie Wise over general difference of opinion in the Tupperware business operation. It is believed that Tupper objected to the expenses incurred by the jubilee (and other similar) celebrations of Tupperware, and somewhat to Wise's style.

Tupperware spread to Europe in 1960 when Mila Pond hosted a Tupperware party in Weybridge, England, and subsequently round the world. Tupperware is now sold in almost 100 countries in the world, the top five consumers of Tupperware being: 1. Germany 2. USA 3. Mexico 4. France 5. Australia

Structure

An original Tupperware party was run by a Tupperware lady (so named due to the high prevalence of women) in the home of a host who invited friends and neighbors into her home to see the product line. Tupperware hosts are rewarded with free products based on the level of sales made at their party, and usually receive a gift valued between 15-30% of their party's retail sales.

Tupperware demonstrators are organised in a multi-level marketing structure with salespeople at the bottom, managers over them, and distributors at the top level. However, Tupperware differs significantly from most multi-level marketing companies in that high-level managers must be invited by the company before becoming a distributor, as distributorship opportunities are limited and controlled by the company. Distributorships are usually run by a Tupperware demonstrator and his or her spouse, and a Distributor's role differs significantly from a Demonstrator's or Managers in that they are no longer responsible for selling product, with their role existing to train, lead and support their sales force. A key to the company's continued growth is that new demonstrators can join the business with no cash outlay, their initial product kit being repaid from commission from their first few parties.

Tupperware employs state-of-the-art research and development techniques, and as such their product line is known for its innovation, functionality and quality. Most of their products come with a lifetime guarantee. The company is best known for its plastic bowls and storage containers, however in recent years have branched out into almost every aspect of kitchenware, including stainless steel cookware, fine cutlery and high-quality chef's knives. After experiencing a slump in sales and public image in the mid-1990s, the company created several new product ranges to attract a younger market, re-focusing not only on performance and durability but also on aesthetics. The company are pioneers in food storage, their products being considered state-of-the-art in terms of design and functionality.

Tupperware remains a strong brand name and is still sold through parties as well as kiosks in shopping malls and, in the United States, online.

Tupperware in the UK

In 2003 it was revealed by a reporter for London's Daily Mirror newspaper, posing as a domestic servant in Buckingham Palace, that Queen Elizabeth II's breakfast cereal is stored in Tupperware.

The resulting publicity and interest in Tupperware in the UK came too late, because Tupperware had already decided to close down UK operations in March 2003 in order to rethink its selling methods and pay and promotion systems, which had remained largely unchanged since Tupperware launched in the UK in 1960. Thousands of self-employed demonstrators lost their jobs. At the time of the closure, the company suggested that they would be back, selling the same products in a different way.

Tupperware has had a soft relaunch in the UK during 2005 and 2006, with a new varied range of products and a new-style interactive "Taste of Tupperware" cooking demonstration, a new type of home party. The company has also updated their consultant's rewards and management structure. As of summer 2006, Tupperware is building up its force of consultants again and there are around 200 Tupperware demonstrators in the UK. On the whole, Tupperware remains a company mostly run by and for women: just two of the new UK force of demonstrators are men, one in London and one in Blackpool.