The paper "Tupperware: The Global Direct Selling Distribution Model" is a great example of a marketing case study. Tupperware Brands Corporation majorly relies on direct selling to consumers as a model of distribution of its products where the chain is constructed by different levels of direct buyers/distributors making direct links between Tupperware and the consumers. Direct selling as a distribution model is characterized by all the product movement from the manufacturer to the final consumer through face-to-face contact between the manufacturer itself and the consumer, or through different face-to-face intermediaries (Jui-Yen et al 2008; Aguglia 2009).
A similar description of direct selling model is given by World Federation of Direct Selling Association (WFDSA) that direct selling method of distribution is the involvement of face-to-face contact of the importer or the manufacturer and the intended consumer whilst creating location and possession utility of a product in question. Tupperware Brands Corporation has for many years employed this type in the distribution of its products amongst its world market consumers. It has enabled the company to reach large global market consumers with relatively high efficiency.
It is due to the bellow stated direct distribution strategies that have been enabling Tupperware to reap intended success in marketing its products globally. The nature of Tupperware’ s products considers a direct selling a liable and efficient strategy of distribution. It majorly deals with kitchen plastic products where illustration and demonstrations of their uses is a requirement. This can effectively and efficiently be provided by the direct selling model. Tupperware applied the principle of women being the best consumers of direct selling. According to (Fronda 2016), direct selling as a distribution model works best when females are involved, especially if the products are of personal use as Tupperware’ s are.
This strategy was used by Tupperware to promote its brands where “ party” was formed to facilitate discussion of kitchen requirements amongst others. This helped the company to promote and distribute its products. Since the main users and buyers of kitchen plastic products are women, the selection of this strategy can hence be considered to have been well thought. Advantages and Disadvantages of Direct selling Distribution Model Advantages It is evident that Tupperware Brands Corporation has enjoyed the vast volume of its market by use of direct selling as its distribution model.
This is because this model of distribution has some advantages associated with it, and reduced vulnerability to distribution channels problems that are experienced in the other channels (Grayson & Berry n. d.); making it possible for large manufacturing companies as Tupperware to exploit the advantage and make good revenue out of it. Some of the advantages that Tupperware Brands Corporation has been enjoying as far as this model of product distribution are: Low start-up and running cost: According to Grayson and Berry, direct-selling distribution model, as practised by Tupperware Brands Corporation, is easy to start and run as far as the start-up cost is concerned.
The company just identified major direct buyers of their products which they consider to be their independent distributor. By this, the products end up securing numerous other direct buyers/distributer under them and the chain continues until the direct influence of the company reaches the direct consumer. It only entails finding and promoting major dealers of Tupperware products as the primary buyers, which are motivated by certain rewards increasing the volume of the product they purchase.
Aguglia, L, Santis, F. & Salvioni, C, 2009. Direct Selling: a Marketing Strategy to Shorten Distances between Production and Consumption.
Fronda, J.G. 2016. The Business Environment of Selected Direct Selling Companies. International Journal of Management and Commerce Innovation, Vol. 4, No. 1. Available from www.researchpublish.com.
Grayson, K. & Berry, R, n.d. The strategic advantages of direct selling.
Jui-Yen, Y, Mei-Liang, C. & Yi-chien, C, 2008. The Study of Direct Selling Management Strategy: An example of the Avon Cosmetics Company in Taiwan. Journal of International Management Studies.
Workman, D, 2016. Top Ten Russian Imposts: World Top Exports. Available from http://www.wte.com
Yano Research Institute, 2004. Japan’s Toy Industry. Japanese Economy Division.