Social Listening
72 years and counting. Changing Lives…One
at a Time, by Enlightening, Educating and Empowering. The company I am going to write about today is Tupperware. I'm talking about Real Tupperware, the only airtight food storage product that is guaranteed for life. Not Gladware, Sterilite, Rubbermaid, or any other brand you can buy in a retail establishment. They primarily sell airtight food storage containers. Over the years, they have expanded to airtight freezer containers, microwave cooking containers, cookware, knives, and food preperation devices.
I was hoping to find a variety of postings and comments on things like Facebook and Twitter, but the comments I found were on a website called pissedconsumer.com. There were both positive and negative comments. Some of the comments were about customer service issues more than they were about the products though.
There were some complaints about the lifetime guarantee, and about how they think it is a scam. One customer mentioned how she was told that because the formula had changed in the plastic, they were unable to replace her item. What she didn't bother commenting on was that most likely, she got a credit towards a comparable item, or the item in a different color. Another customer commented about how her lids didn't fit on the items she purchased. However, she did mention how her consultant did tell her to soak them in hot water, to make them more pliable, then put the lid on the item, and to leave it on until it cooled. This is a way to assure that the lid will fit that container specifically. This is a very accurate suggestion, and many times, on instructions, that come with the products, there are instructions on how to help make the product, more pliable if needed, and the proper way to put a lid on.
Since almost all of the reviews I found were similar, I decided to talk to the lady I live with. She has used Tupperware for over 40 years. She even still has many items she received from her mother. She is very satisfied with her products. The ones that do have pits and dings in them, she admits to putting it in the microwave, even when she was told it wasn't a microwavable item.
Many times, this is how the biggest issues arise. Most people do not pay attention to the consultant or the directions on the paper that comes with the item they order. Just like clothing, and other items you purchase, there are proper care instructions, and certain limitations to the warranties. Some things do require a certain type of care to get the longest life span out of it.
One of the strongest aspects of marketing the Tupperware Brand is their lifetime limited warranty. So, all consultants are supposed to mention the different limitations and proper care instructitons, when demonstrating the products. The newer items, made since 2010, are now BPA free. This is also another strong marketing aspect for the company.
Some of the marketing challenges that are now facing the brand are many people feeling the plastic isn't as durable, now that the BPA has been removed. Because they have these feelings, many people feel like the product is now over priced.
I believe, the opinions of those who feel that the product is now over priced, along with so many people trying to do parties through social media, are two of the biggest marketing challenges the company is facing. I believe this is also why the sales were down in 2017.
If i was the brand manager, I would respond to the negative comments with the explanations on why the plastic has changed over the years, and I would reply to the comments stating what happens with the warranty program, when an item has become obsolete. One complaint I did comment on, I explained how consultants are Independent Contractors/Consultants for the company, and unfortunately don't always have the best training in customer service. However, I made it clear that they do not represent Tupperware as a whole, and therefore not all consultants would have responded in the way that one did. I would also lead them to the main Tupperware website, so that they could see what Tupperware really does stand for and show them all the things they put back in the communities all over the world.
Even though there is usually a page or 2 in the catalog, that is dedicated to talking about whatever charity certain purchases benefit each catalog, if I was part of the marketing team, I would suggest that we create some sort of pamphlet or flyer, that consultants could order, for free, to pass out to the customers that showed more of what Tupperware does for consultants and their families and the communities they live in. I also would create just one or 2 multimedia ads that would be televised once or twice, during the launch of each new catalog. I would even consider doing some sort of tv special once or twice a year, that spotlights the charities that we support and showed the uniqueness of how our products are made.
This assignment has shown me, once again, how our country has gotten so accustomed to instant gratification, and are always acting as though they are entitled to perfection in everything. They forget that first of all, everyone is human, and nobody on this earth is perfect. They expect perfection, when there is no such thing as perfection on this earth. More people need to realize that no matter what you purchase, or where you purchase something, that not everything is going to be up to par. Every product in every company, is going to have hiccups and occasionally there is going to be duds.
Marketing is a frame of mind. We all are marketers in one way or another. However, when we are working for a company, or promoting a product that we truly believe in and support, and UNDERSTAND THE VALUE OF, the passion that is needed to be a got marketing representative, is there. That passion will make your job a lot easier, and helps you think of more ideas to market your products.
I was hoping to find a variety of postings and comments on things like Facebook and Twitter, but the comments I found were on a website called pissedconsumer.com. There were both positive and negative comments. Some of the comments were about customer service issues more than they were about the products though.
There were some complaints about the lifetime guarantee, and about how they think it is a scam. One customer mentioned how she was told that because the formula had changed in the plastic, they were unable to replace her item. What she didn't bother commenting on was that most likely, she got a credit towards a comparable item, or the item in a different color. Another customer commented about how her lids didn't fit on the items she purchased. However, she did mention how her consultant did tell her to soak them in hot water, to make them more pliable, then put the lid on the item, and to leave it on until it cooled. This is a way to assure that the lid will fit that container specifically. This is a very accurate suggestion, and many times, on instructions, that come with the products, there are instructions on how to help make the product, more pliable if needed, and the proper way to put a lid on.
Since almost all of the reviews I found were similar, I decided to talk to the lady I live with. She has used Tupperware for over 40 years. She even still has many items she received from her mother. She is very satisfied with her products. The ones that do have pits and dings in them, she admits to putting it in the microwave, even when she was told it wasn't a microwavable item.
Many times, this is how the biggest issues arise. Most people do not pay attention to the consultant or the directions on the paper that comes with the item they order. Just like clothing, and other items you purchase, there are proper care instructions, and certain limitations to the warranties. Some things do require a certain type of care to get the longest life span out of it.
One of the strongest aspects of marketing the Tupperware Brand is their lifetime limited warranty. So, all consultants are supposed to mention the different limitations and proper care instructitons, when demonstrating the products. The newer items, made since 2010, are now BPA free. This is also another strong marketing aspect for the company.
Some of the marketing challenges that are now facing the brand are many people feeling the plastic isn't as durable, now that the BPA has been removed. Because they have these feelings, many people feel like the product is now over priced.
I believe, the opinions of those who feel that the product is now over priced, along with so many people trying to do parties through social media, are two of the biggest marketing challenges the company is facing. I believe this is also why the sales were down in 2017.
If i was the brand manager, I would respond to the negative comments with the explanations on why the plastic has changed over the years, and I would reply to the comments stating what happens with the warranty program, when an item has become obsolete. One complaint I did comment on, I explained how consultants are Independent Contractors/Consultants for the company, and unfortunately don't always have the best training in customer service. However, I made it clear that they do not represent Tupperware as a whole, and therefore not all consultants would have responded in the way that one did. I would also lead them to the main Tupperware website, so that they could see what Tupperware really does stand for and show them all the things they put back in the communities all over the world.
Even though there is usually a page or 2 in the catalog, that is dedicated to talking about whatever charity certain purchases benefit each catalog, if I was part of the marketing team, I would suggest that we create some sort of pamphlet or flyer, that consultants could order, for free, to pass out to the customers that showed more of what Tupperware does for consultants and their families and the communities they live in. I also would create just one or 2 multimedia ads that would be televised once or twice, during the launch of each new catalog. I would even consider doing some sort of tv special once or twice a year, that spotlights the charities that we support and showed the uniqueness of how our products are made.
This assignment has shown me, once again, how our country has gotten so accustomed to instant gratification, and are always acting as though they are entitled to perfection in everything. They forget that first of all, everyone is human, and nobody on this earth is perfect. They expect perfection, when there is no such thing as perfection on this earth. More people need to realize that no matter what you purchase, or where you purchase something, that not everything is going to be up to par. Every product in every company, is going to have hiccups and occasionally there is going to be duds.
Marketing is a frame of mind. We all are marketers in one way or another. However, when we are working for a company, or promoting a product that we truly believe in and support, and UNDERSTAND THE VALUE OF, the passion that is needed to be a got marketing representative, is there. That passion will make your job a lot easier, and helps you think of more ideas to market your products.
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