Tupperware India Private Limited: Tupperware is one of world’s leading direct selling companies with the largest women network, marketing premium food storage, preparation and serving items. Tupperware started its operations in India in 1996 and is a household name today. This success can be attributed to the high-quality products with lifetime warranty and the rewarding business opportunities provided by the Company.
The new entrance of Tupperware in market is Water Cooler segment in 2009.
Key Points of Tupperware:
Integrated Marketing Communication (IMC) Plan
Satisfying our customers by providing those best qualitative & unique designs in view their comforts & excellence.
1) Situation Analysis
There is a brief overview of the current situation. It is assessment of internal and external factors affecting a product, brand or organization.
The Tupperware India Pvt. Ltd. is continuously maintaining 30-40% growth from last few years. The company launches more than 100 products in the market, & each product reach their peak point & make a successful brand image in the market. Thus company has the full confident & their commitment for their work would make the successful in water cooler product.
It consists of all what is done in SWOT analysis of the product. The Water Cooler is to be newly introduced in the market having good designs as shown below:
To make the strong position in the market, we need to analyse the competitive situation in the market. To entrance in the market, we have some uniqueness or creativeness in our products from our competitors, so customer go for our products because of differentiation. The various competitors in this business are highlighted below:
The Channel of distribution includes:
Wholesalers State wise
Wholesalers or Retailers Area wise
The target audience is every group people. Water coolers are basic need of all the customers. Every consumer wants cool, clean & cold water in summer season & in collages & professional places is whole time requirements. So it is difficult to segment on different ages, demographic etc. In Women segment, Tupper ware is well established but company need to be target men’s audience because water cooler is more usually professional product not highly home product.
2) Determine a problem or opportunity
Situation analysis done above helps in identifying the problems and opportunities concerning communications. The opportunities and problems identified are:
3) Determine the communication objective
IMC objectives are in accordance with the marketing objectives. First we decide the marketing objectives and then IMC objectives are formulated. Both these objectives are given below:
4) Determine the Budget
The budget for IMC plan is Rs.5 crore. Proper utilization of this budget is to be ensured in proper communication mix and other expenses incurred in IMC. This is the main strength of our company that other companies are not spending much on the IMC and have less budgets for this purpose. The budget allocated to various communications mix can be presented as:
Television has been allotted highest budget because it is the best mean to create awareness at masses level and has a large approach to audience.
5) Determine IMC STRATEGIES
Target audience: All Group People.
IMC mix will include:-
6) IMPLEMENT STRATEGIES AND MONITOR ACTIVITIES
Successful implementation calls for breaking up the plans into micro-level activities, timing, and scheduling them, assigning them to people -in-charge, coordinating their efforts and monitoring the execution process. Further implementation includes organizing, managing, co-ordinating and controlling all the activities so that the IMC plan is properly implemented.
It also involves contacting with the advertising agencies and other persons which result in the implementation of the plan.
7) EVALUATE THE PLANNING PROCESS
Evaluation of an IMC plan is not easy because often communications effects are difficult to measure. At times they may not even have a direct impact on sales or profitability; effects may be delayed, etc. Therefore it is important to set the objective or “standards for measuring performance” in specific, measurable terms to make the evaluation possible.
In this case IMC plan cannot be evaluated as a new product is to be launched and evaluation can be done only on the basis of the result on the target
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