Ruffles Chips SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 29, 2020

Ruffles Chips SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Ruffles Chips, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Ruffles Chips to benchmark its business & performance as compared to the competitors, and make strategic improvements. Ruffles Chips is one of the leading brands in the food & beverages sector.

The article below lists the Ruffles Chips SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Ruffles Chips SWOT Analysis:

SWOT Analysis of Ruffles Chips

For Ruffles Chips, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Ruffles Chips Strengths

The strengths of Ruffles Chips looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the 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

Ruffles Chips Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Ruffles Chips SWOT Analysis:

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

Ruffles Chips Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Ruffles Chips SWOT Analysis:

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

Ruffles Chips Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Ruffles Chips are as mentioned:

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 Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 2 competitors of Ruffles Chips:

1. Lays

2. Doritos

Hence this concludes the Ruffles Chips SWOT analysis.

Continue reading more about the brand/company.

About Ruffles Chips

Ruffles Chips Overview
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 Market

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


Macho snack for the stereotypical male

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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