Why do mothers love Tupperware more than their children?
I watched a video and remembered how much my mom loves Tupperware, and I asked myself why? Here is a long answer to it.
I watched this video and remembered how much my mom loves Tupperware, and I asked myself why? Here is a long answer to it.
The products' benefits are divided into four categories. These include physical, functional, emotional, and social advantages. If you have a product, you can easily list these advantages and develop a value proposition for your company. Let's write them down and look for ways to differentiate it from its competitors.
Material quality (better than competitors)
Performance (better than competitors)
Resource consumption (better than competitors)
It has quality (better than its competitors),
It makes you healthier (than its competitors).
It makes it safer (than its competitors).
It saves you money ((better than competitors).
It educates you (better than competitors).
It gives you status (better than its competitors).
It makes you feel better.
It makes you feel special (better than its competitors).
It makes you feel successful (better than its competitors).
It feels like self-realization (better than its competitors).
You need this to understand what is your brand's frame. I use these benefits to find the brand's value proposition.
After finding the product's benefits, we can now adjust our value proposition.
"Tupperware extends the expiration date of your food better than other products, and it reduces food waste. If you use Tupperware, your food will be safer and healthier, so you won't have to cook as much. Reduced food waste allows you to save money. Our "Tupperware Parties" will teach you how it will affect your life. Purchasing Tupperware indicates that you are concerned about your family's health and money. If you use Tupperware because you want the best for your family and are astute enough to recognize its value, you can achieve this and feel great about yourself at the same time."
Here are some Tupperware ads in the magazines. This is how a brand was born and built 80 years ago and still uses the same "frame" for its brand. This is how a branding strategy works.
Tupperware's success is also due to other factors. One is that it is promoted exclusively through direct sales channels. It is not the same as selling products in stores or online. Pricing is a second significant factor. Tupperware is more expensive than its rivals and less expensive than jewelry made of gold or diamonds. When you purchase Tupperware, you feel as though you are treating yourself to something expensive without feeling guilty about it. You know in your heart that you deserve it, and having it will elevate your status.
I've written before that "when we consume brands, we produce meaning." While shopping for Tupperware, our mothers tell us,
"I deserve Tupperware because I care and work hard for my family." I'm not like the average person, and Tupperware has rational reasons to be purchased."
Tupperware is a love mark for mothers because the company has an excellent marketing and branding strategy that leverages meaning for mothers. For 80 years, Tupperware has consistently communicated the same concepts.
What an impactful brand!