Tupperware Marketing Communication Plan Marketing Plan by Hans

A marketing communications plan for Tupperware using the SOSTAC model.
# 150816 | 2,682 words | 13 sources | APA | 2012 | GB
Published on Apr 25, 2012 in Business (Marketing) , Business (General)

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This report presents a marketing plan for the UK operations of the Tupperware company that is based around the execution of the SOSTAC model, examining the company's situation, objectives, strategy, tactics, action and control. The paper concludes that if Tupperware implements the recommendations of this plan, the organization will achieve a successful revitalisation of the brand.


From the Paper:

"At present, the marketing mix would appear to be relatively poor with little consideration given to the promotional elements of the marketing mix with the exception of word of mouth (WOM) marketing (Jobber, 2007). While the company offers a high quality product linked to a 99 year guarantee, the diminishing value of the distribution network means that the company is unable to put its guarantees into practise thus questioning the validity of the business model. Due to the demographic changes described above (Lim, 2011) one may also question the place element of the marketing mix in that it may be the supermarket and high street that offers a better return to the brand than continuing to promote the product in the home.
"The pricing strategy of Tupperware may be seen as one barrier to success at present. Here Tupperware is marketing the product as a premium line (Brassington and Pettit, 2006) however, this may be seen as conflicting with both the nature of the product and the considerations of the current economic environment (OECD, 2009, 2010). As such, one may consider that a back to basics approach may be better for Tupperware promoting the cost saving benefits of the product in the current economic climate rather than trying to market what is a standard and generic product at a premium price (Brassington and Pettit, 2006)."

Sample of Sources Used:

  • Belch, G, E. Belch, M, A. 2009. Advertising and promotion. 8th ed. Boston: McGraw-Hill.
  • Brassington, F, Pettitt, S. 2006. Principals of marketing. 2nd ed. Harlow: FT Prentice Hall.
  • Frain, J. 1999. Introduction to marketing. 4th ed. London: Thomson Business.
  • Hall, R. 2009. Brilliant marketing. Harlow: Pearson Prentice Hall.
  • Jobber, D. 2007. Principles and practice of marketing. 5th ed. London: McGraw Hill.

Cite this Marketing Plan:

APA Format

Tupperware Marketing Communication Plan (2012, April 25) Retrieved August 08, 2022, from https://www.academon.com/marketing-plan/tupperware-marketing-communication-plan-150816/

MLA Format

"Tupperware Marketing Communication Plan" 25 April 2012. Web. 08 August. 2022. <https://www.academon.com/marketing-plan/tupperware-marketing-communication-plan-150816/>