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Thursday, March 18, 2004
Tupperware targets 39% RP sales growth
TUPPERWARE Philippines Inc. (TPI) is targeting a 39 percent growth in its sales this year.
This was revealed yesterday by Jose de Jesus Buenrostro, president and managing director of TPI, in a press conference at Waterfront Cebu City Hotel.
He said last year’s sales were slightly down from 2002. This is why the top-of-mind name in plastic household products will improve its strategies this year, including through the expansion of its current sales force of 70,000 and reinventing the Tupperware parties to make them not just product demonstrations but a more interactive experience.
According to Maribel Sindico, marketing director, Tupperware is already in nine out of 10 households in the Philippines.
Tupperware entered the country in 1966. Out of 15 markets in Asia Pacific, the Philippines is now ranked third, she said.
On questions regarding the competition posed by less expensive but similar-looking home storage products, Gaylin Olson, president of Tupperware Asia Pacific and emerging markets, emphasized Tupper-ware’s edge as “the leader in technology.”
“Tupperware is never going to be the lowest priced. That’s not our strategy. We spend (a lot) on research and development,” he said.
Lifetime
“We are so comfortable with our quality that we offer a lifetime guarantee,” added Buenrostro.
He also said Tupperware had gained the approval of the United States Food and Drug Administration for the use of its plastic products for food.
In contrast, “with cheap plastic products, there is a transmission of chemicals from the plastic into the food,” he warned.
Some 95 percent of the Tupperware products sold in the Philippines are produced at the company’s seven- to eight-hectare plant in Laguna.
The Laguna plant exports from 15 to 30 percent of its yearly production to Australia, Japan, Thailand, Indonesia and Malaysia, officials said.
Distributors
TPI has 70 distributors in the country, five of which are in Cebu.
Buenrostro revealed that Cebu accounts for about 10 percent of the Tupperware sales in the country, with Davao being the top seller followed by Metro Manila.
The number one distributor, however, is in Cotabato City.
Tupperware is a direct selling firm. Yesterday it unveiled its new picnic and outdoor food lines sporting air-tight and water-tight seals. The large containers can double as bins for non-food items, the company said.
Tupperware is a $1.1-billion company selling products in over 100 countries, Sindico said. CTL
(March 18, 2004 issue)
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