What exactly do you consider as competition ?
Every storage container available in the market is our competitor. But the parameter and the policies we have, make us unique. So I would say we do not have any competition. There are many products in the market, which say they are warm and airtight, but they end up in having worms and stale food.
We have never seen much glamour from your side. Why has Tupperware shied away from the ad world?
Our brand itself has so much of a glamor quotient. Our brand is our brand ambassador which speaks much for itself and outside. We don’t have many endorsers. I believe only 12-13% of population go for ads, rest of the population takes only what they feel is good. For example, if a friend of yours posts on Facebook that they didn’t watch a certain movie as it was a waste of time, you would generally trust him/her rather than a newspaper review. That is the way we sell – by building the chain of confidence.
What other market segments is Tupperware heading towards?
We are looking at cookware as our new showcase. Cookware has tied up very well with out product. We know about the market in India quite thoroughly and how people behave. We are going to bring in very high quality cookware and help Indian housewives to save on gas and cook healthy food. Through cookware, we will be completing the whole kitchen: from cooking to preparation, to serving, to taking food out and saving it to the refrigerator.
And any CSR activities of Tupperware?
Yes. We have focused our target on young girls, helping them get educated. We also have an association called Literacy India. So every time a Tupperware product is sold, there is an amount which is being sent to the fund maintained by Literacy India. Through that, these kids get education, training in paper making, handicrafts, colour paper etc. We help them selling their products by promoting them and buying them ourselves (for the company).
For more articles, Click on IIPM Article.
Every storage container available in the market is our competitor. But the parameter and the policies we have, make us unique. So I would say we do not have any competition. There are many products in the market, which say they are warm and airtight, but they end up in having worms and stale food.
We have never seen much glamour from your side. Why has Tupperware shied away from the ad world?
Our brand itself has so much of a glamor quotient. Our brand is our brand ambassador which speaks much for itself and outside. We don’t have many endorsers. I believe only 12-13% of population go for ads, rest of the population takes only what they feel is good. For example, if a friend of yours posts on Facebook that they didn’t watch a certain movie as it was a waste of time, you would generally trust him/her rather than a newspaper review. That is the way we sell – by building the chain of confidence.
What other market segments is Tupperware heading towards?
We are looking at cookware as our new showcase. Cookware has tied up very well with out product. We know about the market in India quite thoroughly and how people behave. We are going to bring in very high quality cookware and help Indian housewives to save on gas and cook healthy food. Through cookware, we will be completing the whole kitchen: from cooking to preparation, to serving, to taking food out and saving it to the refrigerator.
And any CSR activities of Tupperware?
Yes. We have focused our target on young girls, helping them get educated. We also have an association called Literacy India. So every time a Tupperware product is sold, there is an amount which is being sent to the fund maintained by Literacy India. Through that, these kids get education, training in paper making, handicrafts, colour paper etc. We help them selling their products by promoting them and buying them ourselves (for the company).
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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