Ruffles Chips SWOT Analysis, Competitors & USP

Posted in Food & Beverages, Total Reads: 4273

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

Ruffles Chips

Parent Company

Pepsi Co




Food & Beverages

Tagline/ Slogan

RRRuffles have ridges


Macho Image snack for the alpha male

Ruffles Chips STP


People seeking snacks

Target Group

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


Macho snack for the stereotypical male

Ruffles Chips SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Ruffles Chips :

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


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


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


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


Below are the 2 main Ruffles Chips competitors :

1. Lays

2. Doritos

The brandguide table above concludes the Ruffles Chips SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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