Integrated Communication Plan for
HappyApe Banana Box Launch
Integrated Communication Plan
Integrated Communication Plan for HappyApe Banana Box Launch
Table of Contents
EXECUTIVE SUMMARY
6
SITUATIONAL ANALYSIS
6
EXTERNAL INFLUENCES
7
Economy
7
Environmental awareness
8
Trend
8
Demographics
8
COMPETITIVE ANALYSIS
8
Food Storage Competitors
9
BRAND ANALYSIS
10
SWOT ANALYSIS
11
KEY MESSAGES
12
TARGET MARKET
13
Primary (sales)
13
Secondary (sales)
13
Primary (informational)
14
MARKETING OBJECTIVES
14
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COMMUNICATION GOALS
15
THEORETICAL APPROACH
15
MARKETING COMMUNICATION STRATEGIES
16
SUCCESS MEASURES
17
MARKETING COMMUNICATION MIX
17
Design
Presentation
Press release/Press conference
Website
YouTube video
Freebies
Printed ads
Social media
In-house Newsletter
Introductional letter to executives
Integrated Salesforce Training
Reference in annual economic report
18
18
19
19
19
19
19
19
20
20
20
20
CREATIVE COMMUNICATION TOOLS
21
Presentation
21
Press release/Press conference
22
Website
26
Youtube video
27
Freebies
29
Printed ads
30
Social media
31
Inhouse Newsletter (Memo)
37
Introductional letter for executives
39
Integrated Salesforce Training
41
Reference in annual business report
42
RESPONSIBLE
43
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WORKS CITED
43
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Executive Summary
Tupperware Brands Corporation, headquartered in Orlando, FL, is a global direct
seller of innovative, premium products across multiple brands and categories through an
independent sales force. Product brands and categories include design-centric preparation,
storage and serving solutions for the kitchen and home through the Tupperware brand and
beauty and personal care products through its Armand Dupree, Avroy Shlain,
BeautiControl, Fuller, NaturCare, Nutrimetics, and Nuvo brands.
Tupperware is a company that is relentless about quality and acts as a good steward
of the environment. What we do today matters tomorrow (Blomberg, 2011, 2012). Our
philosophy and beliefs drive our policies and practices to support our commitment to social
investment, environmental responsibility, quality innovation, and the education and
empowerment of women and girls in their roles as builders of strong and healthy families
and communities (Hinrichs, 2010). Tupperware Brands has an extensive new and ongoing
product development program, which constantly strives to provide our customers with
products of the highest quality in design and manufacture, which can be experienced by
our newest launch. This plan reveals comprehensive background information and analyses
as well as detailed information about strategies and the line of action for a successful
product launch of our brand new HappyApe banana box.
Situational Analysis
Tupperware Brands is a participant in a highly saturated food storage market that
has been challenged by a struggling economy in most food storage segments, minimal
innovation of product and packaging, and growing environmental awareness that favors
reusable products rather than disposable ones.
For decades, Tupperware Brands is the market leader in the food storage segment.
Tupperware Brands set benchmarks in product quality as well as customer satisfaction and
was regarded as trendsetter even during the economy’s recent downturn. Since 2007
competitors focused on the food storage market and aimed to dispute Tupperware Brands’
leadership role in creating new products, but could not compete with Tupperware Brands
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solid market knowledge, sophisticated sustainability strategy and a clear focus on a health
related product range, which all are topics that rank high in today’s customers’ popularity.
Tupperware aims to launch the “HappyApe” banana box” to close an existing gap in
Tupperware’s food storage supplies for school lunches, that was caused by the competitor
Wuppertare’s patent that just ran out. The new product supplements the established
product line of Tupperware Brands. Although the customers’ awareness of health-related
issues caused by some sorts of plastic and an increased consciousness for environment
related aspects recently led to critical buying behavior, the sales volume of Tupperware
Brands continuously increased throughout the last year and enables the launch of such a
small niche product. As the main pillars of Tupperware sales are direct selling and online
retail, the sales strategy focuses on online media without omitting the traditional ways of
communication.
Watch Tupperware Brand’s CEO Rick Going introducing new products:
Rick Going shows how to use Tupperware products
External Influences
Economy
The company recorded revenues of $2,585 million during the financial year ended
December 2011 (FY2011), an increase of 12.4% over FY2010. The operating profit of the
company was $342.3 million during FY2011, an increase of 3.9% over FY2010. The net
profit was $218.3 million in FY2011, a decrease of 3.2% compared with FY2010.
Tupperware Brands values eco-friendly production processes and assures lifelong
guarantee for its products, which results in higher prices. Albeit, the United States are still
recovering from a recession and people spend money carefully.
(http://research-store.com)
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Environmental awareness
Tupperware Brands responded to an increased awareness of environmental issues
with new and eco-friendly manufacturing technologies and everyday practical tips and
guide for sustainable living.
Tupperware's Sustainability Story
Trend
The company focused on the increased customer awareness in terms of
environmental sustainability and health protection and made these topics the main
communication tools for the organizational communication general as well as for the launch
of the HappyApe banana box in particular.
Tupperware - good for life
Demographics
For Tupperware Brands’ communication strategy demographics play an important
role. Therefore, we concentrate our attention on two key audiences. Although in recent
years more and more men joined the Tupperware Brands’ sales force and the traditional
domestic role pattern changed slightly, our main audience is female both in our sales force
and among our customers. Over time, women became the families’ key decision maker.
Within the family they became more independent and trend-setting for the family needs,
caring increasingly for health and environmental issues (Hinrichs, 2010; Blomberg 2011,
2012). The second important demographic trend concerns our stockholders. Other than our
sales force and product customer, the male : female – ratio of our stockholders is 3:1.
Although females gain influence in the families’ financial affaires, the stock market is still a
masculine domain.
Competitive Analysis
For many years, Tupperware Brands is considered as market leader of food storage
products in the United States. There are two primary competitive factors, which affect
Tupperware Brands’ business:
1. competition with other “direct sales” companies for sales personnel and party dates;
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2. competition in the markets for food storage, serving and preparation containers, toys
and gifts in general. Tupperware has differentiated itself from its competitors through
product innovation and quality. Tupperware believes it holds a significant market
share in each of these markets in many countries.
Food Storage Competitors
Newell Rubbermaid Inc. and recently Wuppertare Inc. are the main competitors of
Tupperware Brands.
Brand
Location
Market
Distribution
Rubbermaid
Atlanta, GA
Household
International
Food storage
Wuppertare
San Francisco, CA
To go
National U.S.
Food storage
Newell Rubbermaid

Newell Rubbermaid is a global marketer of consumer and commercial products.

Compnay characteristics are:

Sales in more than 100 countries

Loyal consumers

Broad product portfolio

Traditional organization

Understanding of the constantly changing consumers’ needs

Continuous growth

Mature company
Wuppertare

Founded 2006, fast growing company

Focused on food storage products for kids and “to go” instead of food storage at home

Fancy, trendy products in lower price segment
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
About to build consumer community

Clearly on the rise
Both companies Rubbermaid and Wuppertare offer food storage prodcts. But
whereas Rubbermaid’s portfolio does offer any comparable products for kids lunches and
Wuppertare serves another customer group (women 20 – 30), Tupperware Brands creates
with the HappyApe banana box another item to underscore the company’s unique selling
proposition of selling life-long lasting, eco-friendly, and high quality products.
Brand Analysis
For over 60 years Tupperware Brands has made a difference in the lives of women
around the world by offering an independent business opportunity. Today, Tupperware
continues to break new ground. In December of 2005, Tupperware Corporation changed its
name to Tupperware Brands Corporation to reflect the company's increasing product
diversity (www.tupperwarebrands.com).
Tupperware Brands focuses on the understanding of the changed needs of its
consumers, and is therefore consistently creating new products. The recent item of the
Tupperware Brands family is the “HappyApe banana box” that is meant to close an existing
gap in Tupperware’s food storage supplies range for school lunches. The new product
supplements the established product line of Tupperware Brands. Although the customers’
awareness of health-related issues caused by some sorts of plastic, and an increased
consciousness for environment related aspects led to more critical buying behavior, the
sales volume of Tupperware Brands continuously increased throughout 2012 and enables
the launch of a niche product like HappyApe. Although Tupperware sales parties are still
the main distribution channel, the sales strategy for HappyApe focuses on online media.
This is due to the age and habits of the clientele (women age 25 – 30).
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SWOT Analysis
SWOT Analysis of Communication Issue/Need (since the company is divided in
two industry branches (cosmetics and food storage) this mock SWAT only focuses on the
food storage segment)
Strengths

Strong brand

High brand awareness

High credibility

High quality products

Lifelong product guarantee

Trust in brand

Brand is household word

Long tradition in the market

Stable finances, listed on stock-exchange

Independent sales force

Powerful target group (women)

Existing distribution chain

Successful product portfolio
Opportunities

Increased awareness for health and health-related issues , especially concerning
kids

Increased sense for environmental issues and sustainability

Enhanced publicity

Expansion of market leadership
Expansion of new markets (Internet)
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Weaknesses

Competitors: Not the only product on the market (product was patented until
recently)

High priced product (like all Tupperware products)

No presence in stores
Threats

Highly saturated market

Struggling economy, low spending capacity

Consumer consciousness about the
usage of plastic products in households (environment)

Consumer consciousness raises concerns about health threatening plastic
ingredients

Competitor sells same product for less

Discounter and dollar stores sell similar products for less

Rising commodity costs may negatively impact Tupperware’ s operating margin
 Banana prizes increase, people buy less bananas (like in Europe a coupe of years
ago) and product fails to hit the bench mark.
Key messages

Tupperware brands introduces new HappyApe banana box to the market on January
02, 2013.

It’s about an easy way to help preventing kids’ obesity and provide healthy food at
school (Hinrichs, 2010; Li & Hooker, 2010)

It’s about using re – usable items to save the environment (Blomberg, 2010;
Blomberg, 2011)

It’s about the social responsibility of Tupperware to care for both kids and
environment
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Target Market
Primary (sales)
Women (25-30)

Quality-conscious

Environmentally conscious

Health-conscious

Willing to pay higher price for quality

Internet savvy

Care for kids
Teachers

Environmentally conscious

Health-conscious

Multiplier

Third person endorsement
Journalists

Multiplier

Third person endorsement
Blogger/ Social Media User

Multiplier

Third person endorsement

Trend setter
Secondary (sales)
Sales Force

Multiplier

Trend setter
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
Environmentally conscious

Health-conscious
Kids TK-6

Demander

Trend setter

Multiplier
Teenager

Demander

Trend setter

Multiplier
Primary (informational)
Tupperware employees

Multiplier

Quality guaranty

Corporate identification
Executive

Decision maker and support
Shareholders

Interested in stock market
Marketing Objectives

To launch the HappyApe banana box

To increase awareness of Tupperware’s sustainability activities

To establish Tupperware Brands as the best supplier of food storage items
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
To maintain and enhance consumers awareness of sustainability and social
responsibility of Tupperware Brand products
Communication Goals

To create positive emotional appeal to new product in primary sales target group

To increase consumer acceptance and disposition to buy product

To increase brand loyalty

To maintain and enhance consumers awareness of sustainability and social
responsibility of Tupperware Brand products

To increase awareness for kids’ obesity and healthy food at school

To create and maintain credibility for product and company
Theoretical approach
Besides the communication goals, Tupperware Brands aims to sell about 20.000
banana boxes in the first 6 month after the launch. Therefore, the theoretical approach for
the following tactics is based on the Two-way asymmetric public relations model of Grunig
and Hunt (as described in Seitel, 2011). This model calls for developing a more persuasive
communication style that focuses on achieving (at least) short-term attitude changes.
Although it incorporates lots of feedback from target audiences, it does not make
Tupperware Brands change decisions. This form of communication is not meant to change
the organization but make customers believe in the quality and their need of Tupperware
products.
Since executives, employees, and shareholders play an important role in supporting
the product and the product range of Tupperware Brands food storage items, they need to
be informed about new products, the launch dates, and the sales success. Therefore,
Grunig and Hunt’s model of Public information ((as described in Seitel, 2011) serves as
foundation for the tactics that are meant to inform these stakeholders rather than to involve
them in two-way-communication.
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Marketing Communication Strategies
Total budget: 100.000 USD
Tactics
1
Presentations (at
Duration
Total Cost
12 events a 3 hours
8.400 USD
Press releases /
3 at main conferences
2.000 USD
mini press
Jan, Feb, March
kids relevant
locations and
events)
2
conferences
(linked to an
educational event,
like EdCon)
3
Website
Production, editing for
1.000 USD
product launch
4
Video YouTube
Production, editing for
1.500 USD
product launch
5
Freebies
At all events (a 0.5
1.000 USD
hours)
6
Print ads in
January – March 2013
educational,
Second flight August /
parents, and kids
September (school start)
70.000 USD
magazines
7
Twitter campaign
January – March 2013
2.000 USD
Second flight August /
September (school start)
8
Facebook post
January – March 2013
2.000 USD
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Second flight August /
September (school start)
9
Blogging
Feb – March 2013
3.000 USD
competition
10 Pinterest
3.000 USD
competition
11 Ad in Tupperware
2013
1.500 USD
catalog
12 In-house newsletter
End of December 2012
200 USD
for employees
13 Sales force training
December 2012 – Feb
5.000 USD
2013
14 Sample and
December 15 -17 2012
250 USD
March 2013
200 USD
Introduction letter
for executives
15 Reference in
economic report
Success Measures
An indicator for success is first and foremost the sales volume. Additionally, the number of
published articles is a leveling rule for the launch’s success. Although difficult to measure,
the positive appeal to the product and a positive word-of-mouth on the social media
platforms indicates a successful launch as well.
Marketing Communication Mix
Tupperware Brands’ goal is the successful commercial launch of the new HappyApe
banana box. In order to make it a success Tupperware Brands is going to use a variety of
communication channels.
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Stakeholder
1
Women
Teachers
2
3
4
5
6
7
8
9
10
11
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
Sales Force
Kids TK-6
12
x
x
14
15
x
x
x
x
Teenager
x
x
x
x
x
x
x
x
Blogger
x
x
x
x
x
Tupperware
x
x
x
x
x
x
x
x
Print
13
x
x
x
Journalists
employees
Executives
Shareholders
x
x
Design
The communication plan embraces a variety of media outlets. All of them will use the same
tone, colors, key image, and message to provide consistency and the highest recall value
possible among the stakeholders.
Tupperware’s main communication channels are both face-to-face and online. Therefore,
the target audience is ready to receive messages through these channels prlimearily.
Presentation
Presentations are supposed to create a memorable and emotional experience. The
HappyApe banana box will be displayed and can checked out during the presentation.
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Press release/Press conference
The media is going to be involved to let a broader audience hear and read about the new
product and the key messages of Tupperware Brands.
Website
The website speaks for the company 24/7. Since online marketing is a Tupperware brands
sales strategy, the new HappyApe banana box is going to be displayed on the homepage
for a whole month.
YouTube video
There will be two videos available. One is a motivational video to make customers being
interested in getting the box. It is also about the use of the box and can as well be shown
during presentation. The second one is about Tupperware brands’ efforts to contribute to
climate protection.
Freebies
Give aways and samples enhance the lived experience and create a snowball effect, as
people show the box to friends, class- or team mates, and colleagues.
Printed ads
Printed ads are going to be displayed in educational and parental magazines as well as in
the 2013 Turpperware catalogue to feature the new product.
Social media
The online activities will be the core of the launch.
Facebook
The HappyApe banana ox will be added to the existing Facebook page. Activities like
presentations and events will be posted and two-way communication will be enhanced.
Twitter
#HappyApe, #banana box, and @HappyApe will be used to build and maintain a box user
community and to provide interested followers with news, announcements and experience
reports of other users.
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Blogs
Third person endorsements are the goal of enforced blogging activity. Since blogging is a
powerful source opinion shaping, Tupperware Brands is going to start a new path of
communication.
Pinterest
Since kids less than 15 years are not aloud to create accounts, the Pinterest contest is
meant to reach out to teenagers, who can easily upload pictures they shot of their banana
box experience. The created collage on Pinterest will be further used for the next flight of
print ads and website images.
In-house Newsletter
Employees are Tupperware Brands’ best role models. If they like and use their company’s
product they will help maintaining and enhancing Tupperware Brands’ credibility as a
supplier of high quality food storage solutions.
Introductional letter to executives
The company’s executive level has to be in the same boat. The upper level management
needs to sign for the launch’s cost and they are the target of potential critique in case of
unexpected circumstances. They need to know about every step of the ICP and the actual
launch. Therefore, we’ll provide the ICP as preview along with a written preannouncement
and a sample of the HAppyApe banana box.
Integrated Salesforce Training
Since face-to-face communication is the second important sales strategy, our sales force
needs to be familiar with new products, features and advantages for example through new
production technology or eco-friendly materials. The trainings will be integrated in biannual
trainings.
Reference in annual economic report
Shareholders and investors will learn about the success of HappyApe through a feature in
the annual business report of Tupperware Brands.
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Creative Communication Tools
Presentation
Any of the three conventions will host an exhibition. Tupperware Brands is going to display
the HappyApe banana box. Samples will be distributed to visitors along with real bananas
that will be donated by Chiquita (pre-arranged, contract already fixed).
The stand will be framed by two roll ups (screens) on each side of a table showing the
Tupperware sustainability logo. A big screen behind the table will show altering pictures of
the ad theme, the sustainability YouTube video, and the ad video on YouTube.
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Press release/Press conference
3 mini - press conferences at three major conventions
1. EdCon, January 12, 2013, Orlando, FL, 10:30 AM
2. KidsHealth, February 06, 2013, San Francisco, CA, 10:30 AM
3. SchoolFuture – FutureSchool, March 09, 2013, Denver, CO, 10:30 AM
Set up for press conferences:
Press conferences will be prepared by Will Getitdone (cell: 1 (730) 123 3322)
Contacts:
•
VP: Tom Hopp, Tupperware Brands press relations officer (cell: 1 (730) 123 4329)
•
Spokesperson: Amy Miller Jones, Tupperware Brands spokesperson (cell: 1 (730)
123 3248)
•
Audio Video Personnel: Lynda Walker (cell: 1 (730) 123 4233)
•
Communications Coordinator: Will Getitdone (cell: 1 (730) 123 3322)
The press kit will be set up after the banana box launch in January in order to include
articles and screenshots from social network sites. It will include:
•
A list of press conference participants.
•
A print of the given press release
•
Background information about the launch of the HappyApe banana box , the launch,
and first reviews.
•
Black & white glossy photographs
•
Quotes and reviews of users
•
Related news stories from prestigious national publication
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World Headquarters
14901 S. Orange Blossom Trail
Orlando, FL 32837
Mailing Address:
News Release
Post Office Box 2353
Orlando, FL 32802-2353
FOR IMMEDIATE RELEASE
CONTACT: Antje Bruegmann
704-246 8716
antje.bruegmann@tupperware.com
Orlando, Fla., August 25, 2012 – (NYSE: TUP)
Tupperware is going to launch a brand-new banana box at the nation’s biggest education
convention “EdCon” on January 12, 2013 at 10:30 AM in Orlando, FL. The box aims to establish the
educators’ and consumers’ understanding of environmental sustainability and aims to support of
taking healthier food to lunch tables at school.
The new reusable, plain-colored box is of food safe, long lasting plastic. When ordered online, it can
be customized with nametags or favorite symbols motivating kids to take their healthy fruit lunch to
school and unpack it without being damaged.
“ This launch underlines our social responsibility and will definitely help to enhance the variety of
healthy food at school”, states Chairman & CEO Rick Goings.
Tupperware Brands Corporation is a portfolio of global direct selling companies, selling
innovative, and premium products across multiple brands and categories through an independent
sales force of 2.6 million. Product brands and categories include design-centric preparation, storage
and serving solutions for the kitchen and home through the Tupperware brand and beauty and
personal care products for consumers through the Armand Dupree, Avroy Shlain, BeautiControl,
Fuller Cosmetics, NaturCare, Nutrimetics and Nuvo brands.
###
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For media information please contact:
Client contact
Phone: +1 704 xxx xxxx
Skype: Antje.Bruegmann
ab@tupperware.com
Spokesperson
Phone: +1 704 xxx xxxx
Skype: Matt.Smith
ms@tupperware.com
General Press
Phone: +1 704 xxx xxxx
Skype: Tupperware.Brands
press@tupperware.com
NEW BANANA BOX ROCKS
SCHOOL LUNCH



Launch at the nation’s biggest education convention
“EdCon” on January 12, 2014 at 10:30 AM in Orlando, FL
Eco-friendly, food safe box for healthier school lunch
Customize online
Message from the
Chairman and CEO of
Tupperware Brands,
Mr. Rick Goings.
Watch sustainability video on
Youtube:
Read more
How to use the box
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Integrated Communication Plan
Tupperware Brands Corporation is a portfolio of global direct selling companies, selling
innovative, premium products across multiple brands and categories through an independent sales
force of 2.6 million. Product brands and categories include design-centric preparation, storage and
serving solutions for the kitchen and home through the Tupperware brand and beauty and personal
care products for consumers through the Armand Dupree, Avroy Shlain, BeautiControl, Fuller
Cosmetics, NaturCare, Nutrimetics and Nuvo brands.
The Company’s stock is listed on the New York Stock Exchange (NYSE: TUP). Statements
contained in this release, which are not historical fact and use predictive words such as "outlook",
“plans,” “expects” or "target" are forward-looking statements. These statements involve risks and
uncertainties as detailed in the Company's Annual Report on Form 10-K for the fiscal year ended
December 25, 2010.
•
Site Map
Careers
Legal Information
Contact Us
Copyright Notice Copyright © 2008-2012 Tupperware Brands. All Rights
Reserved
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Website
New item will be integrated into homepage and linked to
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Youtube video
All videos will be shared on Twitter and Facebook as well as the website continuously
throughout January 2013.
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Freebies
total count : 1000
700 each to be distributed at:
1. EdCon, January 12, 2013, Orlando, FL, 10:30 AM
2. KidsHealth, February 06, 2013, San Francisco, CA, 10:30 AM
3. SchoolFuture – FututreSchool, March 09, 2013, Denver, CO, 10:30 AM
300 to be distributed at Tupperware Brands HQ, Orlando, FL, along with letters to
executives and memos to employees.
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Printed ads
Printed ads are going to be displayed in educational and parental magazines as well as in
the 2013 Tupperware catalogue to feature the new product. They all contain the main
theme: kids in colorful t-shirts expressing joy and fun related to the HappyApe banana box.
Advertisements will run January 2013 to March 2013 in 5 major parental and educational
magazines as well as the Tupperware catalogue 2013.
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Social media
The social media online activities will be the core of the launch. The below shown ad theme
will be integrated into all social media appearances (Twitter, Facebook, and Pinterest).
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Facebook
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Twitter
#HappyApe, #banana box, and @HappyApe will be used to build and maintain a box user
community and to provide interested followers with news, announcements and experience
reports of other users.
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Blogs
Bloggers are asked on Twitter and Facebook to post their blogs about their experiences
with and thoughts about the HappyApe banana box on the Tupperware Facebbook page.
Constructive criticism is as much appreciated as commendations. The sales campaign runs
from January to March.
Facebook teaser: Yes, we care! Share your HappyApe thoughts and experiences on
Facebook. Sign up for HappyApe group, post your blog, and get a chance to win one of our
bi-weekly drawn gift certificates of 100 $ each. Runs from January through March 2013!
Winners will be notified by personal Facebook message.
Twitter teaser: Share your HappyApe thoughts and experiences on Facebook. Win gift
certificate! http://bit.ly/WWc4milJ
Links to description of procedure on Tupperware Brands Website (terms and conditions)
All senders participate in a bi-weekly drawing. The winner gets a 100$ gift certificate for the
Tupperware online store order.tupperware.com.
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Integrated Communication Plan
Pinterest
Facebook teaser: Yes, we care! Share your HappyApe images on Pinterest. Sign up for
HappyApe group, post your favorite HappyApe picture, and get a chance to win one of our
bi-weekly drawn gift certificates of 100 $ each. Runs from January through March 2013!
Winners will be notified through personal message.
Twitter teaser: Share your HappyApe images on Pinterest. Win gift certificate!
http://bit.ly/WXc43ilmJ
Links to description of procedure on Tupperware Brands Website (terms and conditions)
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Inhouse Newsletter (Memo)
Memo
To:
[Name of employee]
From: Antje Bruegmann, International PR Manager
CC:
Michael Schmidt, Director International PR
Date: 3/12/2016
Re:
Launch of Happy-Ape banana box
Dear [Name],
today, we would like to introduce our newest member of the Tupperware Brands family that
hits the marked on January 02, 2013:
The HappyApe banana box! It is designed to make school
lunches for kids healthier and, of course, it is a eco-friendly
alternative to the common Zip loc-bags.
We would like to invite you to satisfy yourself that HappyApe is
a great addition to our existing lunch box product range. Please, stop by your Head of
department’s assistance to get your personal free sample.
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Integrated Communication Plan
For any further questions, please call Antje Bruegmann (ext. 1234)
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Integrated Communication Plan
Introductional letter for executives
Letter to Tupperware Brands’
executives:
[Date]
Launch of Happy-Ape banana box on January 02, 2013
Dear [NAME]
We are happy to announce the upcoming launch of the new HappyApe banana box on January
02, 2013 into the US market. Since you might have been involved in different stages of the
elaborate preparations you receive our detailed integrated communication plan for your
information. You will find all events as agreed, as there are, press conferences, presentations,
website promotions and printed ads. Please note our focus on social media activities, since this
is a new communication path to Tupperware Brands.
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Integrated Communication Plan
Along with the ICP you will receive a sample of the new HappyApe banana box for your
personal use. We hope, you are as exited as we are.
Thanks for your support and belief in this great product.
Sincerely,
Michael Schmidt,
Antje Bruegmann,
Director International PR
PR Manager
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Integrated Communication Plan
Integrated Salesforce Training
Tupperware Brands’ sales force already received a presentation of HappyApe and a
personal sample at their latest training in October 2012. The staff acquainted them to the
facts and details of the product.
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Integrated Communication Plan
Reference in annual business report
Shareholders and investors will learn about the success of HappyApe through a feature in
the annual business report of Tupperware Brands. (draft, needs to be adjusted in case of
different sales volume)
The HappyApe banana box topped expectations
The recent launch of the HappyApe banana box turned out to be another tool to add to the
success story of Tupperware Brands. With more than 20.000 sold boxes during the first
quarter 2013 the box topped Tupperware Brands’ expectations by 3%.
The banana box is designed to make healthy school lunches more
attractive for kids, and to help reducing kids’ obesity as well as to
provide an re-usable food storage product in order to reduce plastic
disposable items. The product is orderable online or at Tupperware
sales parties.
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Integrated Communication Plan
Responsible
PR Department
Antje Bruegmann
Tupperware Brands
World Headquater
14901 S. Orange Blossom Trail
Orlando, FL 32837
Phone: +1 704 246 8671
ab@tupperwarebrands.com
Skype: Antje.Bruegmann
Works cited
Blomberg, L. (2011). THE GREAT PACIFIC GARBAGE PATCH. E: The Environmental
Magazine, 22(3), 8.
Blomberg, L. (2012). Plastic Ocean Debris Spikes in Past 40 Years. E This Week, 6.
Hinrichs, P. (2010). The effects of the National School Lunch Program on education and
health. Journal Of Policy Analysis & Management, 29(3), 479-505.
Li, J., & Hooker, N. H. (2010). Childhood Obesity and Schools: Evidence From the National
Survey of Children's Health. Journal Of School Health, 80(2), 96-103.
Seitel, F. P. (2011). The practice of public relations. Upper Saddle River, NJ: Prentice Hall
Marketing Analysis Data: food storage market: retrieved from http://store.mintel.com
Market Analysis Data retrieved from http://seekingalpha.com/article/970011-tupperwarebrands-for-growth-and-income
Company information: www.tupperwarebrands.com
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Integrated Communication Plan
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