INDEX

Sr. No. Topic

1. History of tupperware

2. Tupperware in India

3. Introduction to Tupperware microwave products

4. Microwave range of products with prices.

5. Demand of the microwave range of products

6. Demand and supply analysis

7. Strengths and weaknesses of tupperware

8. Demand forecasting

9. Competitors

10. Conclusion
ACKNOWLEDGEMENT

It gives us a great pleasure while submitting this project on the topic

“Demand and supply analysis of Tupperware”

We thank Prof. Mrs. Kavita Shetty for guiding us throughout this project

work and also for motivating us in different ways. She has been the

tremendous helping hand in completing this difficult task, had an easy or

any time access to such knowledgeable and guiding spirit.

We feel there is ample scope of improvement upon the work of this nature

and shall be thankful if any suggestion is offered for its improvement.

We express our deep gratitude towards family members, who helped us in

giving a final shape and structure to this project work.

We are also thankful to all those seen and unseen hands, which have been of

direct or indirect help in completion of this project work

History of company:

Tupperware Brands Corporation is based in Orlando, Florida and started

operations in 1946. In partnership with Sales Consultants worldwide,
Tupperware reaches consumers through informative and entertaining home
parties, special customer contact programs in malls and retail environment
and other convenient venues.
Tupperware Brands is a family of eight leading brands including
Nutrimetics, Avroy Shlain, BeautiControl, Nutrimetics, NUVO, Fuller
Cosmetics, NaturCare and Swissgarde. The Company offers rewarding
business opportunities to all women with a dream and become successful
while desire to working from home.
Tupperware in India:

Tupperware is one of world's leading direct selling companies with the

largest women network, marketing premium food storage, preparation and
serving items. Tupperware India Pvt. Ltd, is a wholly owned subsidiary of
the US based Tupperware Corporation, the world’s leading manufacturer of
high quality plastic food storage and serving containers.
Tupperware started its operations in India in 1996 and is a household name
today. The Tupperware Party Tupperware Plan method of selling is a unique
and extremely successful model of selling adopted by Tupperware. Through
this unique selling method, Tupperware has recorded remarkable acceptance
and success in India. Most marketers would agree that the diversities of the
Indian market warrant a truly Indianised approach. In a country where
change is accepted gradually, Tupperware has moved with due deference to
consumer trends but has also pioneered new ones in storing and serving. Its
products are renowned for their high quality and dependability. The
approach, however, was not easy. The idea of plastic as an effective cooking
and storing medium was nearly alien to the Indian housewife. This
Was a major hurdle but the able Tupperware Sales force has successfully
overcome this challenge. Today, Tupperware’s reputation has trickled into
most households. Normal multi-level marketing by companies.
The company has introduced 88 products (from Tupperware's International
range) in the Indian market and they are available across the country.
Tupperware is also a member of Indian Direct Sell to the hi ling Association
(IDSA).

Tupperware was basically in five markets, primarily in Mumbai, Delhi,

Chennai, Bangalore and Kolkata, when we started. It was only in the main
cities and was not a part of the satellite towns. They stayed in that way for
two and a half years and then they added more markets. Over the past eight
years, they are now present in over 40 cities and have a workforce of 55,000
consultants in India. They have now 85 distributors. Five years ago, they had
40 distributors. They have doubled the turnover and have just moved over
Rs. 100crore. Now, that the momentum has picked up. The prospects are
very bright in terms of turnover growth, expansion of workforce and
expansion of new markets.
Range of products:

Tupperware aims at enriching the lifestyles of its consumers. The entire

Tupperware range of products provides a one-stop solution for all food
storage, food preparation, microwave, lunch ‘n’ outdoors, refrigerator and
serving requirements as well as a special range for Kids. Tupperware
products are made from 100% food grade virgin plastic, they are stylish and
elegant, light-weight, non-toxic, and odour-less and come in beautiful
soothing colours which can compliment and brighten up every Indian home
and kitchen. The USP of Tupperware product lies it’s their special airtight
and liquid tight seals, which lock in freshness and flavor.

Products of Tupperware:

• Dry storage
• Food preparation
• Microwave
• Refrigerator
• Freezer
• Canisters
 • Classics
• Lunch and outdoors
• Tupper kids
• Clear and pure range
• Serving range
Manufacturing process of Tupperware product:
Tupperware products are produced at its only plant in India which is situated
at Hyderabad. The manufacturing process is most important because
manufacturing passes through various stages .The material used to make
Tupperware products are called “Virgin plastic”. These are specialized
plastic.

Firstly the virgin plastic is delivered in pea-size plastic pellets, which then
flows through the vaccum lines then they are stored in a tall tower like
storage system known as “Silo storage “, from here it is transferred to plant
hopper where mixing of colour and colour concentrated pellets are used,
then the mixture is heated, melted and forced into a mould to shape it into
different products. The product which is made is of a single plastic pellets,
then it passes through injection moulding machine where the moulding of
product is done and the products are made according to their ranges.

After the final product is out, the supervisor inspects the product thoroughly
and then sends it to printing area where the finished product is given the
final touch and some printing work like name of the company, model no.
etc. is done. At last the product is stored in warehouse and supplied as and
when required through distributors and agents.
Introduction to Tupperware microwave products:

In today’s fast lifestyle every person does not want to spend more time in the
kitchen. This has given rise to the microwave culture, which provides easy
cooking and clean up.

Microwave Tupperware especially is quite widely used because of its light

weight for most of the cooking task.

Tupperware product gives you the utility of re-heating as well as for cooking
process. Hence there are two main ranges in Tupperware, where in one deals
with just the heating and other range deals with cooking. This quality house
wares are made for the way you live.

MICROWAVE RANGE OF PRODUCTS WITH PRICES:

 Crystalwave
souper
1 cup
Rs 450/-
Crystalwave
Heat Divided
And Bowl
Eat 1 Litre
1 Cup Rs 365/-
Rs 470/-

Microwave Multicook
Rock Range with
And accessories
Serve 3.3 Litre
Rs 1305/- Rs 1305/-

Crystalwave Idlitray
600ml 1 tray with
1 cup spoon
Rs 450/- Rs 145/-

Multi cook: A multi function product that allows you to cook, steam,
strain, reheat and serve. With the convenience of microwave cooking. Self-
venting Cover for even steaming and keeping the right moisture balance.
The strainer fits in the container and has handles on both sides for easy
lifting. Has a self-venting cover. The domed shape of this cover makes the
steam/liquid coming from the food/vegetables stay on the cover and will not
drip down onto the food. Footed base allows for even heating in the
microwave by allowing maximum air circulation around the container.
Hence this product is widely in use.

Crystal Wave: Crystal Wave Divided Bowl is especially useful for heating
and serving an appetizing meal from the microwave oven at any time. There
are The Round Shape and size will fit into most microwave ovens with a
rotating base 3 Divisions so that three varieties of food can be kept and
reheated.

Idli tray: The Idli trays come with perfect pore/holes which are ideal for
steaming and do not allow the batter to drip and evenly steams the idli
batter. The idli trays also come with a convenient top handle which allows
you to easily lift up the idli trays once Idli is sturdy so that the trays do not
slip. Microwave friendly and goes in easily with the Tupperware MultiCook
range.

Rock n’ server: This is a container mainly for reheating small quantities of

food in the microwave. It has a unique rocker vent which allows steam to
escape.

Demand of the microwave Tupperware range of product:

 What is demand?
Demand: It is a quantity of goods and services that customers are willing
and able to purchase during a specified period under a given set of
economic condition.

Conditions for demand:

• Price of the good

• Availability
• Prices of competing goods
• Price expectations
• Income
• Tastes and preferences
• Advertising

Our market survey was some what based on these conditions. These are the
essential conditions from which a demand graph and its interpretation can be
made.

Demand and supply analysis:

For demand and supply analysis of microwave range of Tupperware we had
surveyed 25 people as customer which included
6 people – Affluent class
10 people- Upper-middle class
9 people –Middle class
5 people- agent / distributor

Customers view on the product:

A. Awareness of microwave

Awareness of Microwave products is less compared to other products of

Tupperware. Microwave range of products are new in the market as
compared to other ranges. If we see in affluent class, all the 6 people are
aware, in upper-middle class 9 people out of 10 are aware and in middle
class 6 people out of 9 are aware. The awareness is not much in middle class
as compare to other two because there is not advertisement strategy in this
product. Their promotion strategy was more based on the word of mouth.
Tupperware has direct selling chain which is through an agent and they are
more common in upper-middle class.
 Awareness about the product

Awreness 10

AC
5
UMC
0 MC
1 NA
classof people

Awareness about the product

16% 24%
AC
UMC
24% MC
NA
36%

AC- Affluent class, UMC- Upper middle class, MC- Middle class,
NA- Not applicable
B. Usage:

Microwave range of Tupperware is mostly used by upper middle class

people because the affluent class prefer the international brand of products.
Middle class people hardly prefer the microwave range as there are very less
percentage of these people who use microwave and even if they use, they
use whatever utensils they get as complimentary with the microwave.
 UsageOf theCustomer

15
usage
10
5 AC
UMC
0 MC
1 DU

categoryof people

UsageoftheCustomer

12%
AC
UMC
48%
36% MC
DU
4%

AC- Affluent class, UMC- Upper middle class

MC- Middle class, DU- Do not use

C. Cost

Microwave range of Tupperware is costliest among all Tupperware

products and the rate is specified to be around 6000/-(the entire range)
 Cost
No of people

15

10
Series1
5

0
Happy Unhappy Neutral
Satisfaction

Based on the cost graph it is very clear that only 12% of the people are
satisfied with the present cost of the Tupperware.

The graph shows 62% of the people are unsatisfied with the cost of
microwave range of Tupperware product. When analysis is further carried
out it is seen that there are also a set of people who are having a neutral
opinion about the cost. That constitutes to about 26%.

So to increase the demand of the product it will be necessary for the

company to cut down on the cost factor. This also shows that the key factor
to any demand is the cost.

D. Interest in new arrival:

 Every 3 months, the tupperware company comes out with new
exclusive arrivals with offers which are one of the main reasons for
attracting customers. They also come out with free complimentary
gifts. People are very much interested in the new arrivals as the upper
middle class people like to experiment their kitchen. So this kind of
strategy is helping the turnover of the company.

E. Credit facility & discount:

There is no credit facility or any sort of discount provide on a single

product. As it is single chain market through agent the price of
products remain fixed all over.

Supply analysis based on the Distributor/Agent:

What is supply?

Relationship between price and quantity supplied at a given price.

Supply of any commodity is the amount of commodity a producer is willing

to put in the market at a given time at a given price.

Conditions for Supply:

• Sales of the goods

• Price of production

• Price of goods

• Technology

• Profit margin

• Supply chain

Our survey with the agent was somewhat based on these conditions. These
are the very important part of the supply that based on this we can interpret
few things about the supply factor of Tupperware microwave range of
products.

Agent and distributors view:

1. Sales:

Sale of microwave range is less as compared to other range of

products like the refrigerator items and tiffin box which accounts
for maximium sales. Even middle class people prefer tiffin box as
cost of this range is less. The utility of this product is more as
compared to the microwave range.

S a le s

10%

6% F r id g e
40%
T if f in
m ic r o w a v e
o th e r
44%

2. Distribution channel:
 The distribution channel is widely spread in metropolitian cities
more compared to other cities. The ratio is about 3:2. Now they are
moving towards other cities. As people are becoming aware of the
product the company is trying to establish themselves in many
small towns and districts.

Distribution Channel

0%
MC-
40% MC
OC
60% RA

Metropolitan cities

OC-Other cities

RA- Rural areas

3. Profit margin:

The profit margin of agent is 25% flat irrespective of number of sales.

There is no incentive for extra sales. Hence the product which is in
 higher demand is sold than the one with lesser demand. Hence the
supply of the microwave range of Tupperware product is much lesser.

4. Delivery of products:

The products are usually delivered after 4-5days after the

placement of the order or sometimes may be more than that. The
orders are usually placed by seeing catalogue. There is also a
system of showing the item but the policy is not always adopted by
the agents.

5. New arrival:

Microwave range of Tupperware changes every month i.e. there is

always new arrival with some change in say color, size, shape etc.
This benefits both the agents as well as the supply because the
consumers are very much interested in getting different items
based on the colour, shape and size.

6. Warranty:

Tupperware provides full lifetime warranty against chipping,

cracking, breaking or peeling except if the damage is caused due to
rat bite or heat.
Strengths of Tupperware microwave range:

1. Quality:

Tupperware microwave products are although costly it has very high

quality and is highly long lasting. It can be used for a minimum period
of 10 years without any damage if used and maintained in a correct
manner.

2. Consciousness:

As people are more conscious about lavish kitchen hence Tupperware

microwave products form an essential part of their modular kitchen.

3. Warranty:

There is life time warranty on all Tupperware range for every thing
except damage due to rat bite or heat.

4. Light & easy cooking:

Tupperware microwave range are very light in weight and provide
easy and fast cooking & clean up.

5. Single moulded:

The quality of plastic used is of higher material and also it is a single

moulded piece i.e. no joints anywhere in product, hence the possibility
of breakage gets reduced.
Weaknesses of Tupperware microwave range:

1. Complementary with purchase:

Tupperware microwave products are not sold much compared to other range
of its products as microwave utensils generally comes complementary along
with purchase of microwave.

2. Reduction in cost:

Reduction in cost is not feasible as cost of production of Tupperware and its

manufacturing process is complicated.

3. Preference:

Some people prefer glassware in the microwave range hence they do not use
Tupperware microwave products as it is plastic based.

4. Social consciousness:

There is social consciousness that plastic contain chemicals and many do

not want these chemicals in their food. Hence, these kind of mind set of
people affect the sales of the product.
5. Promotion strategy:

Tupperware is targeted only at the masses through word of mouth. There

have been no advertising strategy used by the company for promotion of the
product. As there is no promotion the sales get reduced.

6. Availability:

Tupperware microwave range including other range is not available in local

market. They are sold only through agents. This affects their sales.
Demand Forecasting:

In its tenure of eight years in India, Tupperware India has emerged on top, as
the fastest growing markets for Tupperware in Asia. With revenues having
touched Rs.206 crore already, the company is gearing up to meet its target of
Rs.215 crore by 2009. Indigenous products will be one of the key growth
drivers in the future for Tupperware.

Tupperware Financial Forecast

Based on this forecast it is clear that the company’s forecasting strategy is

stupendous. The company is presently having a financial profit of about
1.09billion $ profit and is targeting at achieving a target of 3.17 billion $ by
2009.

Our view on the product:

1. Tupperware products including microwave range is sold through agent of

Tupperware who all are housewife. So this is good way of earning for
housewives.

2. There are many competitors of Tupperware internationally as well as

locally whose products are much cheaper than Tupperware range. In local
market, duplicate of Tupperware range is sold at 50% less than Tupperware
original range.

3. As Tupperware range are single moulded plastic items so chance of

breakage is very rare and durable compared to others. So people who are
brand conscious will definitely prefer Tupperware product.

4. If discount and credit facility is provided on product then customer will

get more attracted towards Tupperware microwave range.
Market Share:

In India the market of lock and key utensils has captured a market hold since
long. We can see the market share of Tupperware is high as compared to the
competitors. Even though the local smallscale industries have captured the
middle class market there is no change in the market share of the tupperware
product.

Tupperware:40%

Trio: 15%

Luminarc: 15%

Others: 30%
 Market Share

30%
tupperw are
40%
luminarc
trio
others
15%
15%

COMPETITORS:

For tupperware microwave range present competitors are Luminarc, Trio, Cutting
edge etc in the international market. Whereas in the Indian market companies like
power modern lock are booming.

Advantages of other brands:

• Main advantage of these product is that their price which is

comparitively lower. But as we know tupperware is made up of
 special type of plastic which can’t be reused. The processing becomes
expensive causing the hike in price.

• All these products are easily available in retail shops, in malls etc
whereas tupperware has to be got only from an agent so working
women and people who travel a lot find it difficult to purchase.
Contacting an agent also becomes a problem.

Disadvantages of the other brands:

• Luminarc, Cutting edge, Trio are basically companies which make

glass wares. These are widely used in microwave.

• Littlebit of negligence may cause breakage or crack to it.

• As they are heavy in weight as compared to tupperware it is hard to

handle. Hence washing and placing becomes difficult.
 • In brands like power modern lock the hinge of the top gets cracked
and becomes easily breakable in due course of time.

• Plastic used in these product starts staining and stinking after

sometime.

Conclusion:

The concept of matching supply with demand is straightforward. Just strike

the right balance between what your customers want and inventory
investment required to meet that demand. Of course it is not that easy.

Underestimating demand leads to backorders, cancellations, and unsatisfied

customers who turn to our competitors.
Taking this into consideration we should know likes and dislikes rater
Demand of customers. Accordingly we should operate the supply chain. As
every product has its own market we should know why is demand ? what is
demand? In answer we should give How is supply.

With respect to Tupperware we can say that the demand for the microwave
range at present is not there. But in years to come definitely the demand for
this product will increase. The main reason for this would be that every
household will have a microwave and so the utility will come into
consideration. As demand would increase the company will also try to
satisfy these demands. Hence this product will be a success for certain.