Tupperware Brands CEO Rick Goings recently sat down with the team of “CBS This Morning” to discuss the multibillion-dollar company. With operations in 100 markets worldwide, Tupperware is actively adapting and refining its strategy to meet the demands of diverse markets.
Tupperware generates 90 percent of its sales in international markets, where Goings says the focus often shifts from price to quality. Rather than competing with discount food storage brands, the company provides quality products that facilitate easy, efficient food prep. “We have had to contemporize the product line. … We moved to hi-tech products that really are effective for busy working women,” said Goings.
Goings points out that, despite evolving methods of communication, women continue to value the personal connection at the core of the business. As the company responds to the needs of consumers, they tell their friends. “We’ve changed what we offer to women today, and she’s jumped on it,” said Goings.