Marketing Currents - Business and Marketing Current Events

Tupperware wants to jump from grandma’s cupboard into the cool kids’ homes


Tupperware wants to be where the cool kids play. 

The 76-year-old brand is on a quest to grab the attention of Millennials and Gen Zers, and wants to become as relevant in their everyday lives as it was for their grandmas and moms.

Click here to read the story at

Discussion Questions:

  1. What is a target market?
  2. What is market segmentation?
  3. If a brand wants to target Millenials, what type of segmentation might that represent?
  4. Why would Tupperware want to target Millennials?
  5. What is positioning?
  6. What is repositioning?
  7. Why is Tupperware repositioning the brand?
  8. How are they repositioning based on what you learned in this news story?
  9. What is distribution?
  10. How does distribution represent the “place” function of the marketing mix?
  11. How is Tupperware shifting their distribution strategy?
  12. How might that help them to sell more product?
  13. What is innovation?
  14. Why is innovation important in business?
  15. Why is it especially important to Tupperware?
  16. What is an example of an innovative new product from Tupperware?
  17. How will marketing help them to sell more of that product?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.