Tupperware's Success In China And India, Green Marketing Vs Greenwashing, And Market Segmentation By An Amusement Park Essay.

1. Tupperware uses a business model that relies on women running their own businesses as agents of Tupperware. Tupperware successfully exports to China and India. Explain why these countries provide attractive markets for Tupperware.

2. What is the difference between green marketing and greenwashing?

3. A large chain amusement park sells tickets at its main gate for guests who are visiting the park for just that one day. The park also sells seasonal passes that can only be used on weekdays. What market segmentation is being implemented by the amusement park?

Explanation of Tupperware's Success in China and India

1. As per the case study, it can be observed that Tupperware successfully exports products to China and India. In this context, Tupperware gained 11.5 percent on the first quarter of 2017. In the opinion of Hollensen (2015), it can be mentioned that the organization can meet the taste and preferences of the consumers of India and China. Tupper ware uses polycarbonates in their products. This is the highest quality and most durable goods for the customers. In addition, it can be mentioned that the consumers of these countries are looking for durable and the microwave-safe items and therefore, polycarbonate is the good choice for meeting the requirements. As per the governmental scrutiny, it can be stated that the materials of Tupperware is identified as safe.

Tupperware is benefitted from the growing middle class especially in the place like China and India as the over population of these places are highly spending on food. According to Kotler et al., (2015), as the economies is growing more robust customer classes, the products of Tupperware will be in the greater demand to the stores to leftover the foods. On the other hand, the women of these two countries would get the opportunities to earn something. As per the review, it can be mentioned that this would increase the sales growth of Tupperware by 7 percent. The unemployment rate of these two countries would be decreased. Therefore, exports of the products of Tupperware is increasing to this two countries has been increasing with the passage of time. In the points of Foxall (2014), Tupperware would leverage the huge middle class section of India and the sales in this country would be increased. In this connection, it can be mentioned that in the next two to three years, this organization would focus to the underpenetrated group.

On the other hand, it can be mentioned that Tupperware has started to sale in these two countries. In order to survive in the market of these countries, Tupperware requires to improve the service quality of the products. Therefore, the demand for the beauty products would be increased in the markets of India and China. It is known that Tupperware has a good reputation in the manufacturing of other products; therefore, the consumers would like to purchase the beauty products from this organization.

According to Baker & Parkinson (2016), it can be mentioned that the price of the products of Tupperware is cheaper and affordable and the quality of the products is good. Therefore, the consumers would like to avail these beauty products from Tupperware.

2. As opined by Ekpo et al., (2015), it can be mentioned that green washing implies to mislead claims regarding the green, sustainable, eco, carbon neutral and planet friendly of the products. The claim may be unintentional, but either manner and cannot be baked up with appropriate evidence. On the other hand, green marketing is the genuine and reliable sustainable goods and services. In case of green marketing, the organizations require to be specific and transparent, which assures that it is necessary to provide information as much as the organization would claim. Next, the organization also requires to show it’s improvement. It is the easiest way to do this through online or also through everyday communications with the help of consumers and also with the help of the clients. In this connection, Penaloza, Toulouse & Visconti (2013) opined that more the organization show the environmental journey, which is evolved, more the organization would like to do the right things.

Difference between Green Marketing and Greenwashing

Moreover, it can be added that the organizations do not need to be afraid to communicate the struggles and failures, although these are not the centre of communication. On the contrary, Wilkinson (2013) argued that none of the organizations follow the businesses rules. There are several cases where the businesses have been accused for making non-genuine claims. The reason can be explained as green claims are covered by the trading practices act 1974.

In the words of Dolnicar et al., (2014), it can be mentioned that green marketing is the marketing things, which are environmentally safe. It encompasses all of the areas of the distribution and the production process. The FTC on the voluntary basis controls green marketing. This means that many organizations can stamp a FTC stamp on the goods and services and then make sales based on the group of consumers. This strategy is fruitful in case of today’s world marketing model (Weinstein & Cahill, 2014).

On the other hand, green washing is the approach of making the organization and products emerge to be green. The system is depending on the public buying the entire game. It is assumed as the game. More specifically, it can be mentioned that this is a marketing game, which works effectively and most of the businesses uses the primary techniques in case of the marketing strategies. Cross, Belich & Rudelius (2015) cited that million dollars have been spent on the eco marketing across the procedure of green washing.

Additionally, it can be mentioned that green marketing is an approach of making marketing mix decisions, which are earth friendly and profitable. On the other hand, green washing is effectively the opposite approach of green marketing. Green washing refers to a strategy of claiming that a good is better for the environment compared to consider the advantage of the trend in the direction of the environmentalism (Hollensen, 2015).

3. As per the case study, it can be observed that the amusement park sells tickets for the visitors for that day. On the other hand, the park also sells seasonal passes, which are used in the weekdays. In this connection, it can be stated that the amusement park differentiated the visitors into two potential groups. As per the statement of Foxall (2014), it can be mentioned that the first group considers those guests who will visit the park only one specific day. This being the day, the tickets of the park are purchased. On the other hand, the second group considers those visitors, who are like to visit to the parks more than one occasion. In addition, it is noted that the specific day of these visits may not be recognized at the time of purchasing tickets. Nevertheless, each of the guests only uses these tickets of the park on the weekdays, not on the weekend. The segmentation is being incorporated by the amusement park is being used occasions.

Therefore, in this context, it can be mentioned that the authority of the amusement park follows several strategies as their marketing segmentation. The authority charges higher prices for the first type of visitors. On the other hand, the authority of the park charges less that uses to visit to the park more than one time. The visitors would be satisfied with the entry fees and would like to visit the park. According to Baker & Parkinson (2016), it can be mentioned that market segmentation is the procedure of dividing the entire consumers into the sub groups of customers. In this point, the amusement park has set their strategy not to charge higher prices as the entry fees in the regular visitors. Therefore, it can be clearly mentioned that the authority would like to increase the number of visits of the second type of customers and make them satisfy in order to improve the financial performance of the business (Penaloza, Toulouse & Visconti, 2013).  

References

Baker, M. J., & Parkinson, S. T. (2016). Organizational buying behaviour: purchasing and marketing management implications. Springer.

Cross, J. C., Belich, T. J., & Rudelius, W. (2015). How marketing managers use market segmentation: An exploratory study. In Proceedings of the 1990 Academy of Marketing Science (AMS) Annual Conference (pp. 531-536). Springer International Publishing.

Dolnicar, S., Grün, B., Leisch, F., & Schmidt, K. (2014). Required sample sizes for data-driven market segmentation analyses in tourism. Journal of Travel Research, 53(3), 296-306.

Ekpo, A. E., Riley, B. K., Thomas, K. D., Yvaire, Z., Gerri, G. R. H., & Muñoz, I. I. (2015). As worlds collide: The role of marketing management in customer-to-customer interactions. Journal of Business Research, 68(1), 119-126.

Foxall, G. (2014). Strategic Marketing Management (RLE Marketing) (Vol. 3). Routledge.

Hollensen, S. (2015). Marketing management: A relationship approach. Pearson Education.

Kotler, P., Keller, K. L., Manceau, D., & Hémonnet-Goujot, A. (2015). Marketing management (Vol. 14). Englewood Cliffs, NJ: Prentice Hall.

Penaloza, L., Toulouse, N., & Visconti, L. M. (Eds.). (2013). Marketing management: A cultural perspective. Routledge.

Weinstein, A., & Cahill, D. J. (2014). Lifestyle market segmentation. Routledge.

Wilkinson, F. (Ed.). (2013). The dynamics of labour market segmentation. Elsevier.