In 1946 Earl Silas Tupper designed Tupperware while living in Leominster, Massachusetts. These were plastic, airtight containers that households used for holding food. At that time they had a patented “burping seal” and plastic that he’d invented in 1938. It became popular due to it being sold at parties where presentations were given.
Introducing the Tupperware Party
This is a direct selling method that was developed by the company itself. Through this marketing strategy, women in the 1940s were able to make money while their main focus still remained in the domestic domain. It was a great fit for many of these women because it relied on characteristics they generally assumed anyway – things like planning and hosting parties and having sociable relations with friends and neighbors.
The popularity and sales of Tupperware exploded in the early 1950s. This was partly because there were “jubilees” that also became famous during this time. These were a way in which the company celebrated women’s success by throwing a lavish, outlandish party. It was also partly because women who’d entered the workforce during World War II were being told to return to their domestic duties and this company provided them a way to participate in the postwar business boom.
Jubilee parties continue even today. There are rallies that are held within major cities to give recognition and rewards to top-selling and top-recruiting individuals and teams. By the time this business peaked in 1996 these parties were being held in the over 100 different countries where Tupperware was being sold. Unfortunately, these parties weren’t endorsed by Earl Tupper because these types of celebrations that were held frequently throughout the company were incurring him too much money.
Tupperware Parties Today
Today’s consultants still use the party plan to sell their products while earning rewards for themselves and for their hostesses. Free products are earned based upon the number of people who are invited to the party and how many sales the hostess is able to help the consultant make. These parties are also occurring in schools, workplaces, and within other community groups now.
Recently Tupperware has started to move towards a new business model in North America whereby more emphasis is placed upon direct marketing instead of depending on authorized distributorships to sell the product. This is why you can now find Tupperware being sold in stores and superstores throughout the United States and Canada. Unfortunately, they’ve said that this is something that’s hurt their sales and that their sales are doing best in those countries that still market its products through parties (e.g. Australia, Germany, New Zealand).
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