Ruffles Chips SWOT Analysis, Competitors, STP & USP

Pepsi Co

Snacks

Food & Beverages

RRRuffles have ridges

Macho Image snack for the alpha male

People seeking snacks

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

Macho snack for the stereotypical male

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

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

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

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

Below are the top 2 Ruffles Chips competitors:

1. Lays

2. Doritos