Tupperware
From Wikipedia, the free encyclopedia
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.
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[edit] Company history
Tupperware was developed in 1945 by Earl Tupper (1907-1983) in the USA and comprised 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 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.
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
Production has been announced on a feature film version of the Tupperware story, called "Tupperware!", due for release in 2007. The script is by Jim Taylor who won an Academy Award in 2005 for his script for Sideways. Co-producer is Laurie Kahn-Leavitt who produced, wrote and directed the 2004 documentary feature of the same name made for the American Experience strand on PBS in the US, and screened in cinemas around the world.
[edit] Structure
A Tupperware party is run by a Tupperware consultant in the home (or sometimes the workplace) of a host who invites friends and neighbors into their home to see the product line. Tupperware hosts are rewarded with free products based on the level of sales made at their party.
In most countries, Tupperware's sales force is 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. Most distributorships are run by married couples.
In many countries, Tupperware products come with a lifetime guarantee. 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 and 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.
Tupperware is still sold through parties as well as kiosks in shopping malls and, in the United States and Canada, online.
[edit] Tupperware Ranges
The product ranges sometimes have different names in different countries, even across different English-speaking markets. Compare the names used in the US, UK/Ireland (UK) and Australia (AU). Some names from the German (DE) market also included for interest:
- Modular Mates (US, AU), Space Savers (UK), Kompakt-System (DE): Stack in a modular fashion to save you space and make your pantry staples visible at a glance
- Rock 'N Serve (US, AU), CrystalPlus (UK): Microwavable containers are freezer safe, stackable and dishwasher safe
- FridgeSmart (US, UK, AU), PrimaKlisma (DE): With unique air control vents, is brilliantly effective modular storage for your refrigerated fruits and vegetables promising to keep eveything fresher for longer
- OvenWorks (US, AU), UltraPlus (UK, DE): plastic casseroles that can be used in a conventional oven, with extraordinary heat resistant properties.
- Sheerly Elegant (US), Eleganzia (UK, DE), Illusions (AU): Elegant, glass-like range for serving
- FlatOut! (US), MiniMax (UK, DE), Go Flex! (AU): Revolutionary bowls stored flat to save space in your cupboard and in your bag, and expands to your needs while the virtually air tight and liquid tight seals keep food fresh and secure
- Stuffables (US, UK), Bungee (DE): refrigerator storage with flexible lids for overfilling
