MARKETING STRATEGY f

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University of Notre Dame *

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Marketing

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Nov 24, 2024

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Executive Summary Introduction In the presented work we provide an overview of the current marketing situation of Tupperware in Malaysia and present a plan for rebranding, repositioning, and re-marketing the company to regain market relevance and competitiveness. Problem Statement The once-revolutionary food storage company Tupperware is having trouble retaining its market dominance and relevance in Malaysia. .The Company’s long-standing direct selling method is losing effectiveness, especially with younger clients who prefer ease and digital communications. The market's oversaturation with less priced alternatives and eco-friendly products has also lessened Tupperware's uniqueness. Sales have decreased and debt has accumulated as a result of a lack of innovation and a failure to react to shifting consumer tastes. Objective The marketing approach aims to revive the Tupperware brand, grow market share, and win back the trust and loyalty of customers. Launching innovative items, enhancing online presence, enhancing distribution strategies, and building strong brand recognition are all part of the plan. Strategy The marketing plan is centred on reinventing Tupperware as a cutting-edge company that values sustainability and supports female emancipation in order to achieve the goals. The strategy capitalizes on of the well-known Tupperware brand, emphasizes its long history and commitment to quality, and highlights its flexibility in responding to changing consumer needs. A larger audience can be reached through increasing the online presence, collaborating with e-commerce

platforms, and using social media marketing. Additionally, the strategy calls for the launch of fresh product lines that meet market demands and trends, notably for practical and eco-friendly food storage options. Conclusion: Tupperware in Malaysia needs to implement a thorough rebranding, repositioning, and re- marketing plan to recover market relevance and competitiveness. Tupperware can work to restore its iconic status and ensure a prosperous future in the Malaysian market by leveraging its high brand recognition, embracing sustainability, boosting innovation, and adapting to changing consumer preferences. The proposed marketing plan is designed to revitalize the brand, increase distribution, target particular market segments, and present Tupperware as a cutting-edge, creative supplier of top-notch food storage services. Current marketing situation of Tupperware Tupperware confronts considerable difficulties in preserving its relevance and market share versus rivals in Malaysia as it approaches its 77th year on the market. Due to a number of issues, the formerly groundbreaking brand that was closely associated with food storage is currently having trouble. The company's primary business strategy, which mainly relied on independent salespeople hosting Tupperware parties to increase sales, presents a significant problem. Even if this strategy has been beneficial in the past, it is currently losing favour, especially with younger customers who prefer convenience and digital interactions. Due to Tupperware's inability to adjust to the shifting marketing environment, sales have decreased and debt has accumulated. Additionally, cheaper alternatives provided by rivals have flooded the Malaysian market, undermining Tupperware's uniqueness and value proposition.

The rise of environmentally friendly products like beeswax paper has also altered consumer preferences, affecting the positioning of the brand. Tupperware has attempted to modernize its product line and target a younger population, but these efforts have not been enough to stop the decreasing trend. The company's ability to effectively engage with both the younger and older demographic segments has been hampered by a lack of innovation and a refusal to change with the times. Additionally, Tupperware has had trouble communicating its admirable history and the female empowerment it originally offered in its marketing messages, which would appeal to today's socially conscious consumers. Tupperware in Malaysia urgently needs a thorough rebranding, repositioning, and remarketing strategy in light of these difficulties. The business must capitalize on its well-known brand, review its distribution options, switch to contemporary marketing strategies, and underline its dedication to sustainability and women's empowerment in order to reestablish its market relevance and competitiveness. Tupperware can work to regain its former legendary status and ensure a prosperous future in the Malaysian market by resolving these issues. Marketing Trends Affecting Tupperware Success Market trends refer to the patterns, shifts, and changes in consumer behavior, preferences, and industry dynamics within a specific market. These trends provide insights into the evolving needs, demands, and expectations of customers, as well as the overall direction of the market (CITE). The market trends in Malaysia indicate significant shifts in consumer preferences and buying behaviors, posing both challenges and opportunities for Tupperware. Understanding these trends is crucial for repositioning and rebranding the company to regain its relevance in the market.

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To begin with, the current trend can be associated with customers who are environmentally conscious. Malaysian consumers are becoming more conscious about the environmental impact of their purchasing decisions. There is a growing preference for products that are eco-friendly, reusable, and promote sustainable living. Considering that Tupperware is mainly involved with plastics this could proffer a rationale for low customer engagement. On the other extreme, the Malaysia market has been described by increased rise of E-Commerce and digital transformation. The digital revolution has transformed the way consumers shop and engage with brands. Online shopping platforms and social media influence purchasing decisions. For example, an article by (CITE) posits the number of users of the e-commerce market has continuously increased over the past years and is estimated to continue increasing estimated to reach 19.64 million users and therefore a new peak in 2027(CITE). Tupperware uses the traditional approach of selling which is going against the trend. As such, this affects how the company design products, and how they make internal decisions. Another trend that is likely to affect the company is increased health and wellness awareness. Malaysians are placing greater emphasis on health and wellness, including the adoption of healthier eating habits and meal preparation at home. Tupperware can capitalize on this trend by highlighting the benefits of its airtight and food storage solutions, positioning them as essential tools for preserving freshness and promoting healthier lifestyles Current market for Packaging Material The market for food storage containers in Malaysia has witnessed steady growth over the years, driven by factors such as changing lifestyles, increasing urbanization, and a rising awareness of food preservation and sustainability and mostly convenient technology. The overall

market for food storage containers in Malaysia and in the world at large has been characterized by moderate to strong growth, with consumers seeking convenient and durable solutions for preserving food . The global food container market was valued at USD 148.5 billion in 2021 and is expected to grow at a CAGR of 4.4% during the forecast period(CITE). The plastic segment accounted for 36.92% of the global container market in 2021 in terms of revenue (CTE). The demand for food containers is expected to rise as plastics are extensively used in bakery food, meat products, dairy products, fruits & vegetables, and others, owing to the larger benefits that it offers. How Change in Products Preference affecting Tupperware ? In this section, the work aims to scrutinize the change in packaging in products. Using this approach, we will be able to comprehend the need for specific approach when designing and marketing product. In recent years the type of packaging has changed significantly. The current market trend is dominated by eco-friendly and innovative packaging materials. For example, the contemporary time has been marked by development of packaging systems such as intelligent packaging, vacuum packaging, active packaging, edible coating, and others increases the shelf life and provides better and quality food to the consumers which are expected to propel the growth of the container market. Intelligent packaging is a type of packaging system where a class of packaging material can make the customer aware of the condition of the packaged eatables or the food environment inside the package through detecting, sensing and tracing. This system is broadly classified into three categories: sensors, indicators, and radiofrequency identification (RFID) systems (CITE). Intelligent packaging is a type of packaging system where a class of packaging material can make the customer aware of the condition of the packaged eatables or the food environment

inside the package through detecting, sensing and tracing. This system is broadly classified into three categories: sensors, indicators, and radiofrequency identification (RFID) systems (CITE).  Example of Intelligent package with sensors, indicators, and radiofrequency identification Image source; Dairy Reporter Active packaging is a kind of packaging system where the constituent is either added in the headspace or included within the packaging material that helps preserve food safety, quality and shelf life. Vacuum packaging is a method of removing air from the package to provide longer shelf life for the consumables. It is considered a form of Modified Atmosphere Packaging (MAP). The proper vacuum bags can reduce freezer burn. It is a widely chosen form of packaging for meat storage across the globe. Despite the overall market growth, Tupperware's market share has declined due to several factors. Increased competition from local and international brands offering innovative and cost-effective alternatives has posed a significant challenge to Tupperware's traditional business model.  Example of Active packaging

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Source: Dairy Reporter Strength, Weakness, Opportunity and Threats (SWOT) Analysis In this section we will scrutinize the SWOT analysis of Tupperware. This approach, aims to proffers us with rationale of what aspects needs to be changed, enhanced or leveraged when re-branding, re-positioning and re- marketing of Tupperware in Malaysia. Strength The strengths of Tupperware underlie in its earlier established brand and already established distribution network. Tupperware has a strong brand name and recognition globally, including in Malaysia. It has a legacy of being a pioneer in air-tight and water-tight containers, which can be leveraged to regain market share. Additionally, Tupperware has an existing network of distributors and salespeople, which can be utilized to reach consumers effectively in Malaysia. Weakness On the other extreme, there are weaknesses associated with the brand. To begin with is the outdated business model. Tupperware's reliance on the traditional direct selling model has become less popular in recent years, making it less appealing to younger consumers who prefer

online shopping and convenience. Furthermore, lack of innovation fosters another weakness for this company. The company has been criticized for not being innovative enough in terms of product development and keeping up with changing consumer preferences. This has led to a decline in sales and competitiveness. Opportunities As we perceive, is a recognized brand as such, Tupperware can capitalize on its legacy and history to reposition itself as a modern and innovative brand in Malaysia. This can involve introducing new product lines that align with current consumer trends and needs. Another opportunity is that the Company can enhance its o nline presence. Expanding Tupperware's online presence and e-commerce capabilities can help reach a wider audience, especially the tech-savvy younger demographic. This can include launching a user-friendly website, partnering with e- commerce platforms, and utilizing social media marketing. Threats In the current packaging market there is intense competition as such Tupperware will face competition from both traditional kitchenware brands and new entrants offering cheaper alternatives. Competitors may have stronger marketing strategies, broader product ranges, and better online presence, which pose a threat to Tupperware's market share. Another threat is changing consumer Preferences. Consumer preferences in Malaysia are constantly evolving, and Tupperware must adapt to shifting trends and demands. Failure to address these changing preferences may result in further decline in sales and market relevance. Marketing Strategy Objectives

The mission of this marketing strategy covers broader areas. To begin with, this marketing approach is aimed to revitalize the brand and reclaim its position as a trusted and innovative provider of high-quality food storage solutions. As such, the objective will be to regain consumer confidence and increase brand loyalty among both existing and new customers. To achieve this, the marketing strategy is aimed to increase market share in the food storage industry in Malaysia. Furthermore, this marketing strategy is aimed implement effective marketing strategies that aligns with the current trend, expand distribution channels, and target both residential and commercial customers to capture a larger portion of the market. Additionally, we discern that the company has weaknesses when it comes to innovation. As such the current marketing strategy is aimed to introduce new and innovative food storage products that meet the evolving needs and preferences of Malaysian consumers. This will include sustainable and environmentally-friendly options, as well as convenient and versatile storage solutions. By continuously improving and diversifying our product offerings, we can stay relevant and competitive in the market. In the current situation, strengthening the company’s distribution channels is also essential for Tupperware in Malaysia. As such, this marketing campaign is steered to optimize the company distribution channels to ensure wider availability and accessibility of the products throughout the country. This includes establishing strategic exploring e-commerce platforms, and leveraging social media and online marketing to reach a broader audience and increase product visibility. Building strong brand awareness and recognition is a also priority in this marketing approach. As such, the objective will be to ensure that the Tupperware brand is top-of-mind when consumers think of food storage solutions. This will be achieved through targeted advertising, public relations, influencer collaborations, and engaging social media campaigns.

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Target Market In repositioning and remarketing Tupperware in Malaysia, identifying the target market is crucial to develop an effective marketing strategy. The target market for Tupperware in Malaysia should encompass a diverse range of consumers who value quality food storage solutions and have an inclination towards sustainable and eco-friendly products. One segment to focus on is health-conscious individuals and families who prioritize nutritious home-cooked meals and strive to maintain the freshness and quality of their food. This group is likely to appreciate Tupperware's airtight and water-tight containers, which help preserve food for longer periods, reducing food waste. Another target market will be working professionals and busy families who seek convenience and efficiency in their daily lives. Tupperware will position itself as a time- saving solution for meal prep and organization, providing easy-to-use and portable containers for on-the-go meals. Moreover, Tupperware will target environmentally conscious consumers who are concerned about reducing single-use plastic waste. This market responds well to marketing that highlights the strength and reusability of Tupperware goods by providing them with a greener option to single-use bags and containers. Positioning Repositioning the enterprise in consumers' thoughts will be a key component of the marketing strategy to restore Tupperware's brand image and return it to the Malaysian market. The term "positioning" describes how a brand is viewed by its target market in comparison to its rivals. The new positioning will be based on Tupperware's rich heritage and history while highlighting innovation, modernism, and sustainability. As a result, it's critical to highlight Tupperware's distinctive selling propositions and set it apart from its rivals in order to reposition the brand. First, the lengthy history and tradition of Tupperware as a pioneer in airtight food

storage will be emphasized, highlighting its dependability and excellence. In order to appeal to consumers' increased concern for the environment, the business should also underline its dedication to sustainability and eco-friendly operations. The business must also emphasize its early contributions to empowering women and promoting social relationships. As a result of the social trend toward the desire for equality, the company will appeal to nostalgia and elicit positive feelings in its customers by establishing itself as a business that empowers women. Additionally, the brand must show her ability to adapt to the present and future needs of customers, offering eco-friendly and cutting-edge food storage solutions. Positioning Tupperware as a symbol of timeless quality and reliability, while embracing environmental consciousness, will help attract both the older and younger demographic. Furthermore, Tupperware should position itself as a modern and innovative brand by showcasing its new and improved product range that caters to the changing needs of consumers. This can include showcasing its latest designs, materials, and technological advancements that offer convenience, durability, and versatility. Price For companies packaging services in Malaysia prices ranges from RM2.60 to RM16.50 a piece depending on size and material; large packages RM101.2 to RM126. A prominent packaging company in Malaysia like Daibochi offers various packaging solutions for industries such as food and beverage, personal care, and pharmaceuticals. Their pricing strategy is based on the specific packaging requirements of their customers. Prices are typically determined by factors like the material used, design complexity, and volume ordered. As such, this company focuses on upper social and middle upper class packaging. And the company package rates

ranges from RM7.0 to RM16 depending on the smaller size of commodity being packed. On the other extreme, the packaging cost ranges from RM120 ad above for large packages. As such we can discern that this company mainly focuses on upper class customers. Another company that offers packaging services is scientex Packaging. Scientex Packaging is known for its flexible plastic packaging solutions. They cater to a wide range of industries, including food, beverages, and household products. Scientex adopts a competitive pricing strategy that aims to provide cost-effective packaging solutions to lower class customers. The Company package rates ranges from RM2 to RM16 depending on the smaller size of commodity being packed. On the other extreme, the packaging cost ranges for less than RM100 and below for large packages. As such, it is important for Tupperware to leverage their vertically integrated supply chain to offer competitive prices without compromising on quality. In order to target for middle and higher income group, Tupperware needs to come up with a price that suits customers vertically. As such we recommend that Tupperware to use cost-plus pricing and competitive price strategy. In this case, the company will calculate the cost of material costs and add a mark-up that is competitive from other companies . Promotion Besides the price Tupperware, needs to do a lot more publicity to bring in its hearing aids into Malaysian market which she has lost over the past years. As a result we will aim to do both customer and product promotion.

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Customer Promotion Consumer promotion is a marketing strategy that increases brand awareness and entices a customer to purchase a product. These promotions are often temporary, designed to generate interest and excitement, increasing sales for a limited time (CITE). Tupperware will introduce limited-time promotions, discounts, and exclusive deals tailored to Younger customer segments. This approach will help in nattering young customers. Furthermore, the company will come up with an implementing a customer loyalty program that will provide incentives for repeat purchases and referrals. Offering exclusive rewards, early access to new product launches, and personalized recommendations based on customers' preferences will enhance the overall customer experience and strengthen their connection with the Tupperware brand. Product Promotion (Advertisement) As such it is important to incorporate a promotion approach that resonates with the current trends. As such, Tupperware needs to promotion digitally trough and on printed media. Furthermore, we cannot downplay the importance of the importance of traditional approaches of advertisement therefore; we will incorporate traditional methods of advertisement. Digitally ;  Instagram and YouTube feeds are the most common. Videos, posts, and photos will be utilized to promote new products the brand. Organizing interactive cooking and storage demonstrations in platform such as Instagram and YouTube feed can be a powerful

promotional tool. Also Tupperware need to use paid Ads. These ads will be placed on content creators on digital platforms which will help the company reach broader audience.  Website for Tupperware, featuring links to corporate and sponsor web pages. This attracts a sizable audience.  Direct Emails. Tupperware Management (TM) send email mainly concerned with marketing opportunities offered to readers and essential current Tupperware news. Printed;  Free Magazines: The SEYNIUM Marketing monthly is published in Malaysia. News, notifications, available positions, and recent brands are spread throughout this media platform. The free magazine should be partnering and advertising the Tupperware brand.  Tupperware Magazine. A monthly subscription magazine with a monthly subscription fee. It includes comprehensive wearing styles, professional people's product lines, and many features. Traditionally;  Use of Television (TV) advertisement: This will involve use of making three adverts in television in a day. This approach is compelling and cheaper advertisement radio hence more effective.

Place Tupperware needs to ensure its products are readily available and accessible to the target market. Firstly, Tupperware will focus on expanding its distribution channels to reach a wider audience. This will involve partnering with established retail chains and supermarkets in Malaysia, such as Tesco, AEON, or Giant, to showcase and sell its products. Additionally, Tupperware needs to consider opening its exclusive branded stores in key urban areas, where customers can directly experience the products and receive personalized assistance. Furthermore, the company will invest in e-commerce platforms and develop a user-friendly online store. This allows customers to conveniently purchase Tupperware products from the comfort of their homes, catering to the growing trend of online shopping in Malaysia. To enhance customer experience, Tupperware should also explore collaborations with local kitchenware or home goods stores. This strategic partnership can create dedicated sections within these stores that feature Tupperware products, attracting customers who are already interested in similar items. Financial Advertisement As we have discerned, we will be advertising through digital and traditional media. And here is the budget for advertisement and printing media. Activity Quantity Frequency (year) Total yearly Expense in (RM) YouTube (Paid AdSense) 20AdS @ RM8.2 each 1 1640 Web designing ____________________ 1 1000 Web Maintenance Once per month @ RM200 1 4200 Paid Magazine Once per month @ 1 600

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RM50 Television (TV) advertisement Thrice in a day @ RM1 1 1080 Research and development __________________ __________________ 2000 Total ____________________ ____________________ 10,520 Projected Profit and Loss Statement Tupperware Profit and Loss (P& l) Statement (RM thousand ) ___ ______________________________________________________________ Jan Feb Marc Apr May Jun Jul Aug. Sep Act Nov Dec Revenue stream 1 523.5 525.0 535.0 555.4 580.7 584.5 585.8 590.0 593.5 605.5 620.9 Revenue stream 2 430.5 435.8 440.1 452.1 457.2 458.0 462.1 463.0 465.0 471.2 476.8 Returns &Discounts (55.3) (45.0) (50.50) (46.0) (48.0) (56.0) (47.0) (48.0) (52.0) (51.2) (41.7) ___________________________________________________________________________________ Gross Profits 898.7 915.8 924.6 961.6 989.9 986.5 1000.1 1 005 997.5 1025.6 1056. Total Profits Before Expenses(RM millions) 10, 674, 686.1 Expenses Activity Quantity Frequency (year) Total yearly Expense in (RM) YouTube (Paid AdSense) 20AdS @ RM8.2 each 1 1640 Web designing ____________________ 1 1000 Web Maintenance Once per month @ RM200 1 4200 Paid Magazine Once per month @ RM50 1 600 Television (TV) advertisement Thrice in a day @ RM1 1 1080 Research and development __________________ __________________ 2000 Total Expenses ____________________ ____________________ 10,520 NET EARNING (RM million) 10,664, 166.1

Controls Controls refer to the mechanisms and processes put in place to monitor and evaluate the performance of the marketing initiatives, measure progress towards objectives, and make necessary adjustments as needed. Regular Performance Tracking and Analysis To effectively control the re-branding and re-positioning efforts for Tupperware in Malaysia, several key elements can be considered. First, regular performance tracking and analysis should be conducted to assess the impact of marketing campaigns, product positioning, and brand perception among the target market. This can involve monitoring sales figures, market share, and customer feedback through surveys and online reviews. Setting Specific Marketing Objectives Articulating clear marketing goals and key performance indicators (KPIs) will make it possible to measure success. For instance, goals could be established for boosting brand recognition, expanding the market reach, or growing revenues within a certain time range. Regularly conducting marketing audits and reviews will make it easier to see any deviations from the intended strategies and enable prompt remedial action. These audits may look at things like consumer trends, competition analyses, and the efficiency of marketing communication channels. Establishing effective communication Setting up efficient channels of communication and feedback with clients, retailers, and sales teams will provide insightful data for continuing analysis and marketing strategy

improvement. The marketing plan will need to be adjusted as appropriate, and problems will be discussed during regular meetings and reports.

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MARKETING STRATEGY f

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