Tupperware is the brand name of a home products line that includes preparation, storage, and serving products for the kitchen and home, which debuted in 1946.
Tupperware develops, manufactures, and internationally distributes its products by its parent company Tupperware Brands Corporation and it is marketed by means of direct sales through an independent sales force of approximately 1.9 million consultants. Tupperware is a wholly owned subsidiary of Tupperware Brands Corporation.
In 2004, Tupperware Brands Corporation began using egg whites in the container manufacturing process. Although this cuts down on their greenhouse gas emissions, the process has been criticized for its wasteful nature.
In 2008, Tupperware Brands Corporation ranked #2 on Fortune Magazine’s coveted ‘Most Admired Household Products’ list.
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 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 recognize 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.
Tupperware spread to Europe in 1960 when Mila Pond hosted a Tupperware party in Weybridge, England, and subsequently around the world. In 2003, Tupperware closed down operations in the UK, but relaunched in 2005.
Tupperware is now sold in almost 100 countries. The top eleven consumers of Tupperware are:
In most countries, Tupperware's sales force is organized in a tiered structure with salespeople at the bottom, managers over them, and distributors at the top level. Most distributorships are run by married couples, with the former manager in charge of all salesforce related issues, and their partner responsible for warehousing and administration.
In recent years, Tupperware in North America has been moving to a new business model which includes more emphasis on direct marketing channels and reduced its dependency on authorized distributorships. This transition included such strategies as selling through Target stores in the US, and Superstores in Canada, with disappointing results. Although this marketing channel was discontinued in 2003, it had a significant negative effect on the core sales channel's ability to recruit and host parties. In countries with a strong focus on marketing through parties (such as Germany and Australia/New Zealand), Tupperware's market share and profitability continue to grow.
In many countries, Tupperware products come with a lifetime guarantee. In India, there are some restrictions on the lifetime guarantee clause. The company is best known for its plastic bowls and storage containers, however in recent years has branched out into stainless steel cookware, fine cutlery, chef's knives and other kitchen gadgets. After experiencing a slump in sales and public image in the mid-1990s, the company created several new product lines to attract a younger market.
In South East Asia, Australia and US, Tupperware market their parties and career opportunities through mall kiosks from time to time.
Tupperware's product ranges are often marketed under different names in different markets, and the product ranges and colors themselves differ between markets. Some of Tupperware's most popular lines include:
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