BROWNIE WISE TUPPERWARE WOMAN

Promotion and marketing of products depend on product design. Without taking into account the marketing techniques that they should implement to enable the huge sales to the clients, many businesses have started generating products for sale. When presenting a new product to the market, the product's design is very important. From warehouse sales to home-based sales that are made to the end customer, many designers and marketers have switched. The promotion strategy has altered, changing the designer's social, economic, historical, and political facets. This paper will focus on Brownie Wise, the Vice President of Tupperware Company that manufactured ceramics and air-tight containers that allowed food to be preserved and stored for an extended period of time to identify and explain the significant contributions of the designer.

Early designs of 1950 involved subjects such as Earl Tupper who struggled to bring his business off the ground until he met Brownie Wise who changed the marketing and economic context of the Americans. The end of World War II availed more plastics and polyethylene to the market in the hope of finding new uses for the materials. Tupper conducted the DuPont Company to order for supply of the plastics that he shaped them into sealable airtight food storage containers that he named as Tupperware. His plastics were being sold everywhere except Florida State that was not receiving enough of the plastic wares. Tupper had to consult with Brownie Wise, a Vice President of Tupperware Patio Parties to assist him market and sell his goods. Brownie was outgoing and vivacious. She worked as a sales person for Stanley Home products, a company that sold goods through in-home sales parties. Brownie identified an opportunity his colleague Tupper was missing. Wise recognized that Tupper's products needed a personal touch and one-on-one explanation for the customers to understand the goods. She opted to promote the goods through carrying out home parties where she could demonstrate the products to elaborate on the durability and lightness of the goods. The firsthand demonstration of the use of the products to the final consumer was an appealing selling strategy that Brownie used raising her to be the queen of Tupperware. The home sales were efficient in that no distractions and inhibitions were allowing ample time to discuss and demonstrate the product to the user. Moreover, the women would picture the modern designs on the Tupperware and see it the best and right for their kitchens. The many advantages associated with the home marketing and promotions promoted the sales force of the Tupperware commodities. The home visits and parties to improve the kitchen ceramics also strengthened the social ties of the people that were almost breaking loose during the Second World War.

Brownie Wise designs were relevant with the economic times. People had tasted the economic freedom after the World War II, and thus many women wanted something that was more than homemaking designs. The Tupperware parties intended to make sales were perfect. The economic periods necessitated the creation of the Tupperware Home Parties Incorporation by Earl Tupper and Brownie Wise that promoted the latter to the position of the Vice President. The agreement was that Tipper would manufacture the ceramics and Wise would sell them. Brownie being a dynamic and creative woman, she came up with a new type of sales network that incorporated fun sales, jubilees, skits, and awards. The selling strategy was filled with fun thus attracted many of the consumers. Brownie can be considered as an all-woman sales force who took the selling methods to a high level of marketing that created an impact on all Americans. The business was growing and booming though not for a long time. Wise became bossy and arrogant, while Tupper was testy and jealous of her successes. Brownie's image was the new style of the marketing that praised a female executive who had excelled in business. Therefore, Tupper got jealous of Wise because the society considered her as the force behind the success of Tupperware. The two could not hold the partnership together, and thus they split, and Tupper sold the company to Rexall Drug Stores. It is evident that economic success depends on the cohesion and coexistence between the parties. If the people bring personal, social, political, and economic differences in the business, there is a possibility of incurring losses and failure within the company setup. Business activities especially promotion, marketing, and sales must be free from personal interferences and external forces that may cause friction within the parties.

Brownie Wise developed modern designs such as using innovations like sales Jubilee to promote and sell her products at home parties. This factor contributed to the success of the company. After the transfer of ownership to the Rexall enterprise, the company thought of removing the modern designs Brownie had established such as branding, but the employees were quick to inform the president that the action would cause a disaster to the Tupperware products. They never wanted to mess with the success of the product. The brands' sales rose to 2.7 billion US dollars in 2013, and the profits were attributed to the efforts and innovations of Brownie Wise. The modern designs of holding parties and attending jubilees to promote products is still a practice that is being propagated in the contemporary American society. It is spreading to other countries thus a new way of making sales that have reduced warehouse activities. Wise, a sales executive woman is remembered for coming up with a marketing strategy that was creatively designed to reach the ordinary citizen and the final user of the product. Her method of selling was customer-based, and she directly dealt with her consumers. The plan involved hosting home parties to practically demonstrate the use of the Tupperware ceramics in a fun setting. She also trained other women to host parties on their own thus offering them an opportunity to make sales.

Brownie also contributed to the growth of sales industry, and in 1951 she was named as the vice president of marketing for the Tupper Company. She is also known for her efforts to move the company head offices Florida State where they are based up to today. Florida was considered the region where the business had failed, however, with Wise, the location has grown to account for billions of money the Company gets from the sales of the plastics. Considering her success, Brownie can be regarded as the most successful and influential American businesswoman of the 20th century. She was the icon that made it possible for women to make money and become successful entrepreneurs. The women had not discovered their potential in doing business. With the role model of Brownie and her training to host home parties and brand jubilees', she made it possible for every woman of her time to think innovatively and creatively to earn income and thus promote the economic growth of the United States. Moreover, Wise can be seen as the symbol of all American homemakers of the 1950s. Despite being a lady, she succeeded in business and rose to the top executive positions of the company as the vice president. Her success can be emulated by all women who believed that men could only make marketing and selling. Earl Tupper, a male could not succeed in his business, and thus he had to consult with Brownie Wise who was the center core for the success of the company. She is a real example to the women who have not yet realized their potential and are struggling in reaching economic freedom.

Besides, Brownie Wise contributed massively to the empowering of the American women. Her strategy of organizing and facilitating home parties enabled the women to work and make sales that would improve their financial status. Wise is not considered as a feminist rather a hard working single woman who was trying to earn money to cater for her child's needs. She contributed a lot to the liberation of women by giving the American ladies a road map to get them from the kitchen to enter the business and corporate world. The success of the business came with the personality growth. Her name became renown throughout American, and she was the first woman to appear on the cover of the Business Week Magazine. Her remarkable ability to communicate effectively with her customers and inspire them was a great achievement she can attest to. Her mystical power to connect to her clients cannot be overlooked. She can be considered as a woman who opened doors for other businesswomen to join the market. She was the pioneer and the starter of economic liberation of all American women. She acted as the template for the most successful woman in business today. Every individual knew her by name and her rank in the company. Many people appreciated her efforts in spearheading women to take up leadership and business roles in the society. Her great contributions and legacy are viewed as the impact she made on others particularly the women of her time. Wise inspired women to do things they never felt like doing especially in the field of business.

Brownie Wise contributed to the growth of economy after the period of Great Depression. The Second World War killed the economy of the Americans by throwing millions of the citizens out of work. Many unemployed people opted to make direct sales so as to cater for their living. The increase in door-to-door selling raised complaints from the homeowners moving directs sales further indoors that was facilitated by women. The practice of home-made product demonstrations and illustrations was beneficial and attracted a lot of clients because they had a better understanding of the type and use of the commodity. Wise would reward women who would organize private home groups for the demonstration. Her actions motivated the clients who in turn held more home parties thus promoting the sales of the ceramics. Brownie succeeded because of her prowess and tactics in handling business issues. For example, she sold Tupperware commodities in wholesale for the women to resale. The channel of distribution would not be broken, and the distributors always ensured that the goods were available for sale in the market.

Moreover, Brownie Wise contributed to the integration of Tupperware to the American culture. Although she had limited knowledge in business, Wise understood the psychology of her consumers who were primarily the housewives. She knew that modern designs such as electric vacuum and washing machines deprived the women of the social life despite making the work easy. Technology era enabled a single woman to maintain a house. Wise wanted to create a fun strategy that would bring women together as well as sell her products. Therefore, she concentrated on organizing home parties that brought ladies together in a social setting. She demonstrated her Tupperware products in a fun way that included parties and serving pieces. It changed the women role as being regarded as housewives to be home hostesses. It is evident that the Tupperware party was both a social marketing strategy as well as friendly gathering. Her innovation was an organized sales team that improved the women’s social networks and expanded the Tupperware sales. Millions of companies followed her strategy in marketing to improve their sales. Currently, in America, the women’s efforts in business continue to be strong. Wise's activities and strategy have been integrated into the American businesses thus becoming the culture of the society. The culture has been built upon women-focused firms that have created feminism within firms. Many organizations are employing women to market commodities to other women. The ladies have used the opportunity of social obligation to build an industry that addresses the needs of women employees and employers. It is evident that women are meeting household requirements together with bringing family income. Wise motivation is still alive up to today and women have embraced the strategy with a lot of vigor and readiness to achieve success. Brownie Wise motivations are still living to date, and many women are passing the plan to their generation.

Brownie Wise is remembered for her significant contributions to the field of modern design. Though she died, her work is still living because the impact she made on women has remained as part of the American culture. Her success in marketing and selling strategies was passed to the American housewives transforming them to product designers and sales personnel. Wise remains an important icon in the history of American design, and she can be considered as the queen of Tupperware. Brownie Wise is a pioneer in the business market who used creativity and innovations to create modern designs.

















Annotated Bibliography

Cahill, G., and S Van Antwerp. “The Wisdom of Tupperware: On Field Building and Finding the Right Container.” Social space (2013).

The two authors acquaint the readers with the role of social innovation labs and the need to have field building works. Brownie Wise was always on the field organizing home parties for product selling. Her success depended on the efforts she employed on her field work in training the other women.

Clarke, A. J. “Tupperware: The Promise of Plastic in 1950s America.” Journal of Design History 14, no. 3 (2001): 245–248.

The author discusses the efforts of a woman known as Brownie Wise, a sales and marketing personnel in transforming selling practices from warehouses to the house. She incorporates the housewives in her business thus realizing lots of sales from the marketing of Tupperware ceramics.

Gidlow, L. “The Deeper Meaning of Tupperware: Consumer Culture and the American Home.” Journal of Women’s History. 24, no. 3 (2012): 195–203.

Gidlow provides an argument that the American used their homes to construct their cultural boundaries after the Second World War. The home was used as a place of selling and doing social marketing. The Americans homemakers were no longer viewed as housewives rather as business women. The home setting was the main setting where business took place.

Kreydatus, B. “Enriching Women’s Lives. The Mary Kay Approach.” Business and Economic History 1, no. 32 (2005).

The author discusses how Brownie Wise empowers women by training them on marketing and selling strategies. The small home parties she organized served as an important eye opener for females to take up responsibilities and excel in life. The women can become business executives they desire to be and shine in the product design field more than the men.

Munk, E. “Plastic Appeal.” Central European Economic Review 7, no. 7 (1999): 1–19.

The author evaluates the sales' approach which is direct and involves social pressure. It was then; Brownie Wise decided to train housewives to sell plastics at parties in private homes. This was a way of empowering them and preparing them for duty as family providers.

Young, P. “The Brownies’ Book (1920–1921): Exploring the Past to Elucidate the Future of Instructional Design.” Journal of Language, Identity, and Education 8, no. 1 (2009): 1–20.

The author explores the culture-based design of Brownie Wise that is still persistent in the society today. The remains of the cultural practices serve as evidence that creates contemporary products that integrate culture.















Bibliography

Cahill, G., and S Van Antwerp. “The Wisdom of Tupperware: On Field Building and Finding the Right Container.” Social space (2013).

Clarke, A. J. “Tupperware: The Promise of Plastic in 1950s America.” Journal of Design History 14, no. 3 (2001): 245–248.

Gidlow, L. “The Deeper Meaning of Tupperware: Consumer Culture and the American Home.” Journal of Women’s History. 24, no. 3 (2012): 195–203.

Kreydatus, B. “Enriching Women’s Lives. The Mary Kay Approach.” Business and Economic History 1, no. 32 (2005).

Munk, E. “Plastic Appeal.” Central European Economic Review 7, no. 7 (1999): 1–19.

Ravelli, B. Exploring Sociology. Canada: Pearson Education Limited, 2016.

Young, P. “The Brownies’ Book (1920–1921): Exploring the Past to Elucidate the Future of Instructional Design.” Journal of Language, Identity, and Education 8, no. 1 (2009): 1–20.