In this written assignment, we had chosen Tupperware Malaysia in the consumer market.
We aim to analysis and write a marketing report for Tupperware Malaysia such as
background of the company, marketing strategies, marketing environment, marketing mix
and proposal. The purpose of writing this marketing report is to help us understand what
marketing is about and how Tupperware Brands Corporation Malaysia manages to
survive in the competitive market and to be outstanding among all other companies with
different strategies and ideas.
2.0 Company Background
Tupperware make known to public at 1937, chemist and inventor Earl Silas Tupper
worked in DuPont's Chemical plant, developing experiment with using plastic. He found
a method to purify petroleum based by-product into substance that was elastic, tough,
non-porous, not greasy, odorless and semitransparent. In the late 1940s, a single mother
who named Brownie Wise without formal sales training started selling products of
Tupperware by way of home parties with great success. Since then Tupperware Parties
turned into a cultural phenomenon. The home party decided to remains the core of their
businesses, providing customer better services and offering individual with exciting
experience and attractive business opportunity.
3.0 SEGMENTATION, TARGETING AND POSITIONING (STP)
Segmentation, Targeting and Positioning (STP) process is a method in which the whole
markets are classified into different segment. With the obvious rising of mature market,
the diversity of customer needs, and the ability to capture the niche segments, the use of
STP will be more frequent (Oxford University Press 2012).
Focus comparatively more attention to specific segments rather than other segments is
necessarily task for most of companies in order to serve their target market better. Based
on the Tupperware, Tupperware Brands Corporation has segmented their customers using
two main categories: demographic, psychographic. First of all, Tupperware Brands
Corporation focuses on the demographic factor in separating the Tupperware markets,
which is gender. Therefore, Tupperware Brands Corporation focuses the Tupperware
mostly on women but also produced the bottle which can be consumed by male
customers. Besides, is the Phychographic factor which is lifestyle. Tupperware are aimed
for people who have a good habit lifestyle. For example, people who concerned about the
condition of the earth will be more likely to buy Tupperware for achieving the practice of
Reduce, Reuse, and Recycle.
It is a process of separating a market into segments and then concentrating the marketing
efforts on one or a few key segments. It can be the key to determine a company
business's success (Susan Ward, 2013). The usefulness of target marketing is that it will
make the pricing, promotion, and distribution of the company's products as well as the
services more readily and more cost-effective. A focus for all the...