Paul Writer launches Innovative Marketer Dialogue , 
Video interview series with CMOs highlights marketing best practices
Anshu Bagai
Ex-CMO
Tupperware
On use Innovative technology and Marketing
A few years ago, Tupperware was perceived as an innovative product when they were considered expensive so we created a product which a lot of households could try, especially for those who were willing to experiment with new house hold products. However, majority of those are still using stainless steal and because of this hurdle we were not able to breakthrough in many households and hence we had to come up with a product which stands for what Tupperware stands for which is good quality plastic products with a lifetime warranty. It also had to appeal to the value conscious in India, in this regard I worked with our design centres in Oralndo and Belgium and came up with a technology which we had never used before in the world of Tupperware and it was called blow moulding.
We developed a very good value for money blow moulded bottle. This was the first of its kind in the world of Tupperware in India. Developing the product was the first part, the second part was promoting it effectively through mass media and social media. We wanted to reach out to maximum households in India and this turned out to be the first Tupperware product that most of the households bought. Having tried this product, we gave an opportunity to touch and feel our product through TL initiatives. Once having tasted Tupperware quality, they were far more willing to try the rest of our range. This was one initiative which opened so many doors for us, it was a big penetrative product. It was not only a big hit in India but it was the first product India exported to the rest of the world; US, Europe and Asia Pacific has launched it and e been a big hit so this was the innovation in India that came out in the last couple of years.
“Tupperware was perceived as an innovative product when they were considered expensive so we created a product which a lot of households could try, especially for those who were willing to experiment with new household products. However, majority of them were still using stainless steal and because of this hurdle we were not able to breakthrough in many households and hence we had to come up with a product which stands for what Tupperware stands for which is good quality plastic products with a lifetime warranty.”
