- Index hide
Earl Silas Tupper, a chemical engineer from Berlin, New Hampshire, invented and developed the material that is the basis for Tupperware plastic products today.
Tupperware arrived in Mexico more than 50 years ago and since then it has positioned itself as a recognized brand of containers and kitchen utensils.
A brand must be known by the market or it cannot be considered and consequently its products will not be bought, as indicated by marketing experts.
Tupperware, a brand known for its food and beverage storage products, is facing a crisis, today its shares fell 49 percent. This brand carries a debt of almost 700 million dollars, according to information from Bloomberg, all this despite the fact that the first year of the pandemic increased its sales. While the New York Stock Exchange has warned that Tupperware shares are in danger of being delisted after the company fail to file the required annual report. Through a statement, CEO Miguel Fernández said: “Tupperware has embarked on a journey to turn our operations around and today marks a critical step in addressing our capital and liquidity position.”
This brand not only innovated in the way of storing food, but also in its way of distribution, better known as direct sales system But few brands are truly iconic. For nearly 70 years, Tupperware has helped women around the world achieve a better future for themselves and their families.
And it is that many brands become references, thanks to the fact that they have known how to position themselves in the market. For example, Kleenex, owned by Kimberly Clark Mexico, with more than 50 percent market share in the categories of toilet paper and napkins, and 90 percent in handkerchiefs. Another brand that became a reference precisely is Tupperware, whose generic is tupperslike Pritt, brand of the German firm Henkel.
top of mind
In order to carry out an adequate construction of the brand, advertising strategies and development of creative messages are used that mainly seek identify the brand with the line of business in order to: generate a brand-target connection, persuade competitors and attract the target audience to make purchases and repurchases. That is why one of the key points is the brand recallbetter known as Top of Mind, because the higher the percentage of people with a brand, the greater the relevance for the consumer and the easier it is for them to buy it.
Examples: instead of asking for tissues, the consumer asks for Kleenex, instead of asking for an adhesive pencil, he asks for Pritt, instead of asking for a refractory, ask for a tupperware. To these examples we can add an endless number of brands that have managed to position themselves such as Kellog’s Cornflakes, Gerber from Nestlé, Post-it from the transnational 3M, among others.
Experts say that for a brand to become a benchmark it is necessary to invest in marketing and focus on the quality of the product.
now read
Royal Family debuts emoji for the coronation of Carlos III
Faitelson mocks Salinas Pliego for falling on the Forbes list
Nike applied it to the Formula 1 driver, Max Verstappen