Ruffles Chips SWOT Analysis, USP & Competitors

Ruffles Chips

Parent Company

Pepsi Co

Category

Snacks

Sector

Food & Beverages

Tagline/ Slogan

RRRuffles have ridges

USP

Macho Image snack for the alpha male

Ruffles Chips STP

Segment

People seeking snacks

Target Group

Male, adventurous category in the age group of 18 - 35

Positioning

Macho snack for the stereotypical male

Ruffles Chips SWOT Analysis

Strengths

1. Available in different flavors catering to varying demand

2.Available in low fat, low salt healthy version

3.Great brand connect by target male segment due to innovative promotional campaigns centered around men centric events

4.Good brand recall due to good promotional policies

5.Good availability in various channels such as hypermarkets, supermarkets, discount retailers, casinos and gas stations

Weaknesses

1.Too much usage of cheese as ingredient is considered as fattening food

2.Sales is heavily dependent upon US and presence in other countries is almost negligible

Opportunities

1. Branding opportunity in male specific events such as football events

2.Opportunity to target young male teens in addition to middle age group

3.Possibility of being portrayed as not so unhealthy food if sodium content is reduced considerably

Threats

1.Increased competition for gender specific snacks

2.Increased threat of cannibalization from other Frito Lay products such as lays,Cheetos,Doritos and Tostilos

3.Increasing perception of unhealthy ‘junk’ food and negative publicity as a result of protests by health groups

Ruffles Chips Competition

Competitors

1. Lays

2. Doritos