Cracker Jack SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 3279

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

Cracker Jack

Parent Company

Pepsi Co




Food and Beverage

Tagline/ Slogan

Caramel coated popcorn and peanuts


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



Smaller cities, semi urban areas white population of US

Target Group

Children from middle class families


Caramel Popcorn based cracker

SWOT Analysis


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


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


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


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



1.Act 2 popcorn

2.Crunch n Munch

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


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