Doritos SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 9411

SWOT Analysis of Doritos with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Pepsi Co


Wafer Snacks


Food and Beverage

Tagline/ Slogan

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


Tasty Mexican Snack with many flavor variants



Snack food segment

Target Group

Youth population with taste for international flavors


Positioned as crunchy, party snack

SWOT Analysis


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


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


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

2. More advertising in untapped markets to increase sale


1.The niche segment is attracting increasing competition

2. Changing food snack preferences





3. Lays

4. Uncle Chips

The table above concludes the Doritos SWOT analysis along with its marketing and brand parameters.


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