Senor Pepito SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 738
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SWOT Analysis of Senor Pepito with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Senor Pepito

Parent Company

SM Foods, VFSL

Category

Snacks

Sector

Food and Beverage

Tagline/ Slogan

-

USP

Unique taste and complement to Beer consumption

STP

Segment

Premium snacking category – tortilla chips

Target Group

Teenagers,young population (19-30),high income families

Positioning

Youth,trendy tortilla chips for parties and pubs

SWOT Analysis

Strengths

1. Tortilla based chips with an Indian “touch” (spicy flavor)

2.Existing good brand image of SM Foods

3.Different packaging size and pricing policy enables purchase for different requirements without the need for storage and later consumption

4. Good backing of the parent brand

5. Available at grocery and retail outlets owing to good distribution

Weaknesses

1. Increasing distribution challenges faced

2.Reduced shelf space due to less bargaining power of the manufacturers

3.Unattractive advertising campaigns in the past have led to poor response from consumers

Opportunities

1. Channel (trade) relations improvement can result in increased shelf space and thereby visibility

2.Trade negotiation with new channel partners such as local pubs might result in increased market penetration

3.Packaging can be upgraded to reflect the trendy and status symbol positioning of Senor Pepito

Threats

1. Increased international players entry into India in the tortilla chips category might lead to competitive pressures

2.Quality problems associated with other SM Foods product might negatively impact the up status image of Senor Pepito

Competition

Competitors

1.Doritos

2.Lays

3.Tostilos

4.Fritos



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