Cracker Jack SWOT Analysis, USP & Competitors

Cracker Jack

Parent Company

Pepsi Co

Category

Snacks

Sector

Food & Beverages

Tagline/ Slogan

Caramel coated popcorn and peanuts

USP

Small Toy inside each pack to excite Children into buying Cracker Jack

Cracker Jack STP

Segment

Smaller cities, semi urban areas white population of US

Target Group

Children from middle class families

Positioning

Caramel Popcorn based cracker

Cracker Jack SWOT Analysis

Strengths

1. Century old established brand

2.Intense consumer connect

3.The connect with baseball has created a strong fan following for the product

4.Almost no competitors in the baseball channel which has been successfully be captured by Cracker Jack

5. Good availability and distribution

Weaknesses

1. The caramel popcorn based snack market has shown sluggish growth in the US

2.Market for caramel popcorn is in very nascent stage in developing countries and it might take many years for them to support sales at levels that the company might want

Opportunities

1. Leverage existing brand strength and come up with different packaging size and variety

2.It can leverage the brand awareness(highest in caramel popcorn market) in expansion opportunities

3.Opportunity to focus on channels such as convenience stores due to selling of many private label brands in recent years

4.Can focus on distribution and shelf promotion during yearend holiday season when the sales of the product is highest

Threats

1.Negative reaction from market for its new caffeine based variant  that might affect its brand equity

2.Unnecessary and wrongly timed product extension might negatively impact the existing brand

3.Acquisition of Cracker Jack by Frito Lay and subsequent product changes has not gone down well with the loyal consumer base and they might shift to other competitors

Cracker Jack Competition

Competitors

1.Act 2 popcorn

2.Crunch n Munch