Doritos SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 7508
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SWOT Analysis of Doritos with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Doritos

Parent Company

Pepsi Co

Category

Wafer Snacks

Sector

Food and Beverage

Tagline/ Slogan

Snack strong; Dangerously bold; Keep munching we’ll make more, The loudest taste on earth

USP

Tasty Mexican Snack with many flavor variants

STP

Segment

Snack food segment

Target Group

Youth population with taste for international flavors

Positioning

Positioned as crunchy, party snack

SWOT Analysis

Strengths

1. International taste perception

2.Numerous shapes and size  and flavor variants

3.Aggressive brand backing by Pepsi Co

4. Very popular brand and available in many countries globally

5. Excellent distribution and availability across stores

6. Good branding and visibility due to marketing through TVCs and print ads

7. High quality product and attractive long-lasting packaging

Weaknesses

1. Perception of allegedly being unhealthy food on account of negative press and lawsuits

2.Limited target market reduces scope for volume sales as it has less popularity in emerging economies

Opportunities

1. Capitalize on its international perception and market it aggressively in emerging markets

2. More advertising in untapped markets to increase sale

Threats

1.The niche segment is attracting increasing competition

2. Changing food snack preferences

Competition

Competitors

1.Pringles

2.Planters

3. Lays

4. Uncle Chips


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