Marketing Plan for Tupperware
Marketing Plan for Tupperware
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A sustainable storage alternative that keeps food fresh longer
A sustainable storage alternative that keeps food fresh longer
Tupperware, a company that has endured for over seven decades, was founded by Earl Tupper in 1946.
The company's inception was motivated by a desire to provide innovative and efficient food storage solutions to households, addressing the challenges of food preservation and waste.
Tupperware is facing a dual challenge. On one hand, the proliferation of plastic waste from Tupperware products poses a severe environmental threat.
On the other hand, the brand has witnessed a decline in awareness and relevance due to shifting cultural attitudes towards storage containers.
My Contributions
Summary
Tupperware, renowned for its seven-decade legacy, faces pivotal challenges amid shifting consumer preferences towards disposable alternatives, necessitating immediate action.
The primary objective is to orchestrate a repositioning strategy addressing environmental responsibility and brand resurgence.
The multifaceted strategy encompasses product innovation, strategic alliances, retail expansion, community engagement, and customer outreach.
Initiatives include a redesign project to enhance food storage, the "Tupperware Green Community" initiative, and collaboration with social media influencers.
Targeted consumer segments encompass Food Safety Enthusiasts, Elderly Customers, Commuters, and Families, with educational institutions presenting unique collaboration opportunities.
Global expansion aims to mitigate market dependency, spanning Asia, South America, North America, and Europe.
Implementation will be closely monitored through Key Performance Indicators (KPIs), ensuring alignment with objectives and financial projections. (slide 25)
Financial projections aim to sell 12 million units, with total revenue projected at $166,000,000 and a commendable contribution margin of $3.68 per unit.
By prioritizing eco-friendliness, community engagement, and innovation, Tupperware seeks to empower families and make a positive impact on the planet, reaffirming its position as a cherished household brand.
Role
As the Product Coordinator for Tupperware's marketing plan, I spear-headed the strategic development and implementation of initiatives to revitalize the brand's positioning and address environmental concerns.
Collaboration
Collaborated with cross-functional teams including marketing, product development, sales, and finance.
Worked closely with product designers to innovate and redesign products.
Partnered with marketing teams to develop comprehensive marketing strategies.
Collaborated with sales teams to ensure effective distribution and promotion.
Outcome
Successfully developed and implemented a two-fold strategy to enhance sustainability and reposition the brand.
Introduced eco-friendly product designs, forged strategic partnerships, and launched innovative community engagement initiatives.
Revitalized the brand's image and regained relevance among consumers.
Exceeded financial projections with impressive sales figures and a positive contribution margin.
Effectiveness of marketing efforts and strategic initiatives confirmed.
Commitment to sustainability and community engagement resonated with consumers.
Empowered Tupperware to maintain its status as a cherished household brand while making a positive impact on the planet.
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