We have all seen Tupperware products for several years. I believe it should be over a decade and someone even briefed me about the MLM opportunity in Tupperware business. Today it is very unfortunate to see the company filing bankruptcy. I was wondering what could be the reason for this and I came up with some points that I think might have been the reason for the decline in their business. But before commenting, I'm not sure if their business was great before but I know for a fact that it was at least popular.
It is very common that we learn from the mistakes but it is very good to learn from the mistakes of others if we are into business and if we are planning to sell products in the future. This business model can be a good learning curve for us to understand what is good and what is bad and what can be better and we can do the same in our business.
Awareness against plastic usage
The first very important reason what I see for the decline in the business is the awareness against plastic usage. We don't need more details on this topic because the awareness is everywhere. In China research finds out that microplastics are even in semen of human causing infertility. Usage of plastics is something that we have to definitely consider. Tupperware products are made of plastics and I stopped using Tupperware products long back and even made my family not use it. We disposed some of the Tupperware boxes we had.
They used MLM
MLM is a strategy to take the product to the common people but at the same time people have had a lot of failures in MLM and many people started to ignore this business model. When marketing happens through MLM, many people hesitate to purchase and they even ignore the product even if it is very good. I understand that Tupperware was a genuine product in the market and it had a successful usecase but this MLM cannot happen for several years. There has to be an alternative business solution to take the product to the common people.
Product upgrade was not that great
The product should have evolved with the market needs. For example the product should have considered upgrading to a lot more safer options. Today there are many products out in the market that looks exactly like plastic but they are not plastics and they are biodegradable and completely safe. I believe the company should have invested more on the R&D part and should have evolved with the thought process of the consumers.
Poor digital marketing
Many product companies are very popular in the market. They do a lot of marketing and they sell products online. It took a lot of time for the Tupperware company to start their business online and sell products online. Ecommerce is something that is highly efficient and expected in today's world. This is something that the company might have missed understanding or they might have been late to the market. There are many competitive safe products now available in the market for a competitive price.
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