{"id":2622,"date":"2023-04-12T20:01:45","date_gmt":"2023-04-12T20:01:45","guid":{"rendered":"https:\/\/fonexmedya.com\/?p=2622"},"modified":"2023-04-12T20:01:51","modified_gmt":"2023-04-12T20:01:51","slug":"tupperware-markasi-o-kadar-esanlamli-hale-geldi-ki-bircok-kisi-eski-plastik-kaptan-bahsederken-adini-kullaniyor","status":"publish","type":"post","link":"https:\/\/fonexmedya.com\/?p=2622","title":{"rendered":"Tupperware markas\u0131, o kadar e\u015fanlaml\u0131 hale geldi ki, bir\u00e7ok ki\u015fi eski plastik kaptan bahsederken ad\u0131n\u0131 kullan\u0131yor."},"content":{"rendered":"
\n
\n

Tupperware markas\u0131, g\u0131da depolama ile o kadar e\u015fanlaml\u0131 hale geldi ki, bir\u00e7ok ki\u015fi herhangi bir eski plastik kaptan bahsederken ad\u0131n\u0131 kullan\u0131yor.<\/span><\/b><\/p>\n<\/div>\n<\/div>\n

\n
\n

Ancak 77 ya\u015f\u0131ndaki ABD \u015firketi, kendisini \u00fcnl\u00fc yapan, bir zamanlar devrim yaratan hava ge\u00e7irmez s\u0131zd\u0131rmazl\u0131k i\u015finde, artan bor\u00e7lar ve d\u00fc\u015fen sat\u0131\u015flarla, yat\u0131r\u0131m yap\u0131lmadan iflas edebilece\u011fi uyar\u0131s\u0131na yol a\u00e7an \u00e7atlaklar\u00a0<\/span>g\u00f6r\u00fcyor<\/span>\u00a0.<\/span><\/p>\n<\/div>\n<\/div>\n

\n
\n

Son y\u0131llarda \u00fcr\u00fcnlerini tazeleme ve daha gen\u00e7 bir kitleye kendini konumland\u0131rma giri\u015fimlerine ra\u011fmen sat\u0131\u015flar\u0131ndaki d\u00fc\u015f\u00fc\u015f\u00fc durduramad\u0131.<\/span><\/p>\n<\/div>\n<\/div>\n

\n
\n

Firman\u0131n ‘Tupperware partileri’, onu 1950’ler ve 1960’lardaki t\u00fcketici devrimi s\u0131ras\u0131nda bir ikon haline getirdi ve hava ge\u00e7irmez ve su ge\u00e7irmez kaplar\u0131 piyasada f\u0131rt\u0131na gibi esti.<\/span><\/p>\n<\/div>\n<\/div>\n

\n
\n

Ancak esas olarak kendi evlerinden sat\u0131\u015f yapan serbest meslek sahibi sat\u0131\u015f g\u00f6revlilerini kullanma \u015feklindeki temel i\u015f modeli bir s\u00fcredir modas\u0131 ge\u00e7mi\u015f durumda ve 2003 y\u0131l\u0131nda Birle\u015fik Krall\u0131k’ta tamamen emekliye ayr\u0131ld\u0131.<\/span><\/p>\n<\/div>\n<\/div>\n

\n
\n

Art\u0131k \u015firket patronlar\u0131, yeni bir finansman olmaks\u0131z\u0131n, ortak tabirle kullan\u0131lan bir marka ad\u0131n\u0131n piyasadan silinebilece\u011fini kabul ettiler.<\/span><\/p>\n<\/div>\n<\/div>\n

\n
\n

Perakende analiz \u015firketi Savvy Marketing’in kurucusu Catherine Shuttleworth, “Bir marka i\u00e7in olduk\u00e7a s\u0131ra d\u0131\u015f\u0131 bir isim olarak onu (Tupperware) kullan\u0131yoruz” dedi.<\/span><\/p>\n<\/div>\n<\/div>\n

\n
\n

“Bence bir\u00e7ok gen\u00e7 insan bunun ba\u015fl\u0131 ba\u015f\u0131na bir marka olmas\u0131na \u015fa\u015f\u0131racak.”<\/span><\/p>\n<\/div>\n<\/div>\n

\n
\n

Bayan Shuttleworth, Tupperware’in onlarca y\u0131l \u00f6nce ilk sat\u0131ld\u0131\u011f\u0131nda “mucizevi bir \u00fcr\u00fcn” olmas\u0131na ra\u011fmen, son y\u0131llarda pazar\u0131n daha ucuz alternatifler sunan \u015firketlerle dolup ta\u015ft\u0131\u011f\u0131n\u0131 da s\u00f6zlerine ekledi.<\/span><\/p>\n<\/div>\n<\/div>\n

\n
\n

\u0130nsanlar\u0131n evde pi\u015firmeye ve pi\u015firmeye daha fazla ba\u015flamas\u0131yla canlanan Covid-19 salg\u0131n\u0131 s\u0131ras\u0131nda yeniden canlanma, Tupperware’in hisse fiyat\u0131ndaki keskin d\u00fc\u015f\u00fc\u015fleri tersine \u00e7evirdi.<\/span><\/p>\n<\/div>\n<\/div>\n

\n
\n

Ancak y\u00fckseli\u015fin ge\u00e7ici oldu\u011fu ortaya \u00e7\u0131kt\u0131.<\/span><\/p>\n<\/div>\n<\/div>\n

\n
\n

Bayan Shuttleworth’a g\u00f6re sat\u0131\u015flar, b\u00fcy\u00fck \u00f6l\u00e7\u00fcde \u015firketin son 10 ila 20 y\u0131ld\u0131r rakiplerine ayak uyduracak kadar “yeterince yenilik\u00e7i” olmamas\u0131 nedeniyle o zamandan beri yeniden d\u00fc\u015ft\u00fc.<\/span><\/p>\n<\/div>\n<\/div>\n

\n
\n

\u0130novasyon eksikli\u011fi, ilk g\u00fcnlerinden \u00e7ok uzakt\u0131r.<\/span><\/p>\n<\/div>\n<\/div>\n

\n
\n

\u015eirket 1946’da mucit Earl Tupper taraf\u0131ndan kuruldu, ancak halka a\u00e7\u0131k y\u00fcz\u00fc bir kad\u0131nd\u0131: Brownie Wise.<\/span><\/p>\n<\/div>\n<\/div>\n

\n
\n

Tupper’\u0131n \u00fcr\u00fcn\u00fc \u00e7ok \u00f6nemliydi – yiyecekleri daha uzun s\u00fcre taze tutmak i\u00e7in yeni plastikler kullan\u0131yordu – buzdolaplar\u0131 bir\u00e7oklar\u0131 i\u00e7in hala \u00e7ok pahal\u0131yken paha bi\u00e7ilmezdi – ama Wise gelene kadar satm\u0131yordu.<\/span><\/p>\n<\/div>\n<\/div>\n

\n
\n

Konteynerlerin sat\u0131\u015f\u0131 i\u00e7in etkinlikler d\u00fczenlemeye, \u015firketin ula\u015fmak istedi\u011fi ev han\u0131mlar\u0131 ve annelerle do\u011frudan i\u015f i\u00e7in oldu\u011fu kadar sosyalle\u015fme i\u00e7in de toplant\u0131lar d\u00fczenlemeye ba\u015flam\u0131\u015ft\u0131.<\/span><\/p>\n<\/div>\n<\/div>\n

\n
\n

Yenilik\u00e7i tarz\u0131 – ve sat\u0131\u015f rakamlar\u0131 – Tupper’\u0131n dikkatini \u00e7ekti ve kad\u0131nlar\u0131n y\u00f6netim kurulundan b\u00fcy\u00fck \u00f6l\u00e7\u00fcde d\u0131\u015fland\u0131\u011f\u0131 bir d\u00f6nemde y\u00f6netici seviyesine terfi etti.<\/span><\/p>\n<\/div>\n<\/div>\n

\n
\n

Wise ve Tupperware’in etkisi akademisyenler taraf\u0131ndan h\u00e2l\u00e2 tart\u0131\u015f\u0131l\u0131yor, ancak bir\u00e7o\u011fu sava\u015f sonras\u0131 Amerika’da kad\u0131nlar\u0131n i\u015fg\u00fcc\u00fcne kat\u0131lmas\u0131nda \u00f6nemli bir rol oynad\u0131\u011f\u0131n\u0131 ve d\u00fcnyadaki di\u011fer kad\u0131nlara bir gelir kayna\u011f\u0131 sa\u011flad\u0131\u011f\u0131n\u0131 s\u00f6yl\u00fcyor.<\/span><\/p>\n<\/div>\n<\/div>\n

\n
\n
\"1950'lerde<\/picture><\/span>G\u00d6R\u00dcNT\u00dc KAYNA\u011eI,<\/span><\/span>GETTY RES\u0130MLER\u0130<\/span><\/span><\/div>
Resim yaz\u0131s\u0131,<\/span><\/span><\/p>\n
Tupperware, ge\u00e7en y\u0131llardaki ev partilerindeki imaj\u0131n\u0131 daha gen\u00e7 al\u0131\u015fveri\u015f\u00e7ilere do\u011fru de\u011fi\u015ftirmeye \u00e7al\u0131\u015f\u0131yor.<\/span><\/div>\n<\/figcaption><\/figure>\n<\/div>\n
\n
\n

Bunlardan biri, Viyana Uygulamal\u0131 Sanatlar \u00dcniversitesi’nde tasar\u0131m tarihi ve teorisi profes\u00f6r\u00fc ve Tupperware: The Promise of Plastic in 1950s America kitab\u0131n\u0131n yazar\u0131 Alison Clarke.<\/span><\/p>\n<\/div>\n<\/div>\n

\n
\n

verdi\u011fi deme\u00e7te, “Bence miras\u0131, her zaman esnek eme\u011fe eri\u015fimi olmayan kad\u0131nlara bir istihdam kayna\u011f\u0131 sa\u011flamas\u0131d\u0131r” dedi.<\/span><\/p>\n<\/div>\n<\/div>\n

\n
\n

“ABD’de ilk kez partilerde sat\u0131ld\u0131\u011f\u0131 s\u0131rada, bir\u00e7ok kad\u0131n sava\u015f sonras\u0131 yeni banliy\u00f6 kasabalar\u0131nda ailelerinden uzakta izole edilmi\u015fti.<\/span><\/p>\n<\/div>\n<\/div>\n

\n
\n

“Tupperware partileri s\u0131k\u0131c\u0131 ev i\u015flerini y\u00fcceltiyordu ve onu ancak onu satan birini tan\u0131yorsan\u0131z sat\u0131n alabilirdiniz, bu y\u00fczden \u00f6zel, sosyal ve di\u011fer kad\u0131nlarla ili\u015fkiler hakk\u0131ndayd\u0131.<\/span><\/p>\n<\/div>\n<\/div>\n

\n
\n

“Bunun kad\u0131nlara kar\u015f\u0131 s\u00f6m\u00fcr\u00fcc\u00fc bir kapitalist komplo oldu\u011funu d\u00fc\u015f\u00fcnerek ba\u015flad\u0131m ve sonra bu sayede harika bir hayat\u0131 olan t\u00fcm bu kad\u0131nlarla tan\u0131\u015ft\u0131m ve bunun onlar\u0131 nas\u0131l g\u00fc\u00e7lendirdi\u011fini g\u00f6rd\u00fcm.”<\/span><\/p>\n<\/div>\n<\/div>\n

\n

‘De\u011fi\u015ftiremedim’<\/span><\/span><\/h2>\n<\/div>\n
\n
\n

\u015eirket sahada her zaman kad\u0131nlar taraf\u0131ndan y\u00f6netilmi\u015f olsa da, y\u00f6netim kurulunda durum b\u00f6yle olmayabilir ve Prof Clarke, \u015firketin kendi olumlu hikayesini anlatmakta ya da zamana ayak uydurmak i\u00e7in m\u00fccadele etti\u011fini s\u00f6yl\u00fcyor.<\/span><\/p>\n<\/div>\n<\/div>\n

\n
\n

“Sat\u0131lma \u015fekliyle b\u00fcy\u00fcl\u00fc hale gelen zekice tasarlanm\u0131\u015f bir \u00fcr\u00fcnd\u00fc,” diye ekledi, “ancak bu dijital d\u00fcnyada, bu y\u00fcz y\u00fcze model art\u0131k o kadar alakal\u0131 de\u011fil”.<\/span><\/p>\n<\/div>\n<\/div>\n

\n
\n

Bu, GlobalData dan\u0131\u015fmanl\u0131k \u015firketinde perakende genel m\u00fcd\u00fcr\u00fc Neil Saunders taraf\u0131ndan payla\u015f\u0131lan bir analizdir.<\/span><\/p>\n<\/div>\n<\/div>\n

\n
\n

Tupperware’in \u00fcr\u00fcnleri ve da\u011f\u0131t\u0131m\u0131 a\u00e7\u0131s\u0131ndan “zamana ayak uyduramad\u0131\u011f\u0131n\u0131” s\u00f6yledi ve partileri arac\u0131l\u0131\u011f\u0131yla do\u011frudan sat\u0131\u015f y\u00f6nteminin ne gen\u00e7 ne de ya\u015fl\u0131 m\u00fc\u015fterilerle “ba\u011flant\u0131 kurmad\u0131\u011f\u0131n\u0131” vurgulad\u0131.<\/span><\/p>\n<\/div>\n<\/div>\n

\n
\n

Gen\u00e7 t\u00fcketiciler, g\u0131dalar\u0131 taze tutmak i\u00e7in balmumu ka\u011f\u0131d\u0131 gibi daha \u00e7evre dostu \u00fcr\u00fcnleri de benimsediklerini s\u00f6zlerine ekledi.<\/span><\/p>\n<\/div>\n<\/div>\n

\n
\n
<\/picture><\/span><\/div>\n
\n
\n
\n

Ba\u015fka bir perakende analisti olan Richard Hyman, Tupperware \u00fcr\u00fcnlerinin temel ilkelerinin di\u011fer firmalar taraf\u0131ndan “kopyalanmas\u0131n\u0131n zor olmad\u0131\u011f\u0131n\u0131” s\u00f6yledi.\u00a0Bu \u015fiddetli rekabet g\u00f6z \u00f6n\u00fcne al\u0131nd\u0131\u011f\u0131nda, \u015firketin “iyi bir performans g\u00f6sterdi\u011fini” s\u00f6yledi.<\/span><\/p>\n<\/div>\n<\/div>\n

\n
\n

\u015eirket, stratejisini \u00e7e\u015fitlendirmek i\u00e7in ABD perakende zinciri Target ve d\u00fcnya genelindeki di\u011fer \u015firketlerde sat\u0131\u015f yapmak ve \u00fcr\u00fcn yelpazesini di\u011fer pi\u015firme \u00fcr\u00fcnlerini i\u00e7erecek \u015fekilde geni\u015fletmek gibi baz\u0131 \u00e7abalar sarf etti.<\/span><\/p>\n<\/div>\n<\/div>\n

\n
\n

Bay Saunders, Tupperware 10 y\u0131l \u00f6nce daha b\u00fcy\u00fck de\u011fi\u015fiklikler yapm\u0131\u015f olsayd\u0131, \u015firketin \u015fimdi farkl\u0131 bir konumda olabilece\u011fini ekledi.<\/span><\/p>\n<\/div>\n<\/div>\n

\n
\n

Ancak art\u0131k Tupperware patronlar\u0131n\u0131n ne olmu\u015f olabilece\u011fini merak etmeleri i\u00e7in zaman yok.\u00a0Bay Saunders, \u015firketin h\u0131zl\u0131 bir nakit enjeksiyonu olmadan iflas edebilece\u011fini ve b\u00f6ylesine iyi bilinen bir markayla, Walmart ve hatta Amazon gibi bir perakende devinin bask\u0131n yapma ihtimalinin g\u00f6z ard\u0131 edilemeyece\u011fini s\u00f6yl\u00fcyor.<\/span><\/p>\n<\/div>\n<\/div>\n

\n
\n

Tupperware’deki hisseler Pazartesi g\u00fcn\u00fc d\u00fc\u015ft\u00fc ve Sal\u0131 g\u00fcnk\u00fc k\u00fc\u00e7\u00fck bir toparlanmaya ra\u011fmen, \u00f6nemli bir taze mali destek olmazsa Tupperware’in partisinin \u0131\u015f\u0131klar\u0131n\u0131n sonsuza dek s\u00f6nebilece\u011fine dair korkular art\u0131yor.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/figure>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Tupperware markas\u0131, g\u0131da depolama ile o kadar e\u015fanlaml\u0131 hale geldi ki, bir\u00e7ok ki\u015fi herhangi bir eski plastik kaptan bahsederken ad\u0131n\u0131 kullan\u0131yor. Ancak 77 ya\u015f\u0131ndaki ABD \u015firketi, kendisini \u00fcnl\u00fc yapan, bir zamanlar devrim yaratan hava ge\u00e7irmez s\u0131zd\u0131rmazl\u0131k i\u015finde, artan bor\u00e7lar ve d\u00fc\u015fen sat\u0131\u015flarla, yat\u0131r\u0131m yap\u0131lmadan iflas edebilece\u011fi uyar\u0131s\u0131na yol a\u00e7an \u00e7atlaklar\u00a0g\u00f6r\u00fcyor\u00a0. Son y\u0131llarda \u00fcr\u00fcnlerini tazeleme ve …<\/p>\n","protected":false},"author":1,"featured_media":2623,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19],"tags":[1014,1012,1013,923,1011],"class_list":["post-2622","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tie-business","tag-eski-plastik","tag-gida-depolama","tag-perakendecilik","tag-sirketler","tag-tupperware"],"_links":{"self":[{"href":"https:\/\/fonexmedya.com\/index.php?rest_route=\/wp\/v2\/posts\/2622","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/fonexmedya.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/fonexmedya.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/fonexmedya.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/fonexmedya.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2622"}],"version-history":[{"count":1,"href":"https:\/\/fonexmedya.com\/index.php?rest_route=\/wp\/v2\/posts\/2622\/revisions"}],"predecessor-version":[{"id":2624,"href":"https:\/\/fonexmedya.com\/index.php?rest_route=\/wp\/v2\/posts\/2622\/revisions\/2624"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/fonexmedya.com\/index.php?rest_route=\/wp\/v2\/media\/2623"}],"wp:attachment":[{"href":"https:\/\/fonexmedya.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2622"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/fonexmedya.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2622"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/fonexmedya.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2622"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}