Ruffles Chips SWOT Analysis, Competitors, STP & USP

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

SWOT analysis of Ruffles Chips analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Ruffles Chips SWOT Analysis, 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 industry. Ruffles Chips is one of the leading brands in the food & beverages sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Ruffles Chips competitors and includes Ruffles Chips target market, segmentation, positioning & Unique Selling Proposition (USP).

Ruffles Chips SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Ruffles Chips Brand Analysis
Parent Company

Pepsi Co




Food & Beverages

Tagline/ Slogan

RRRuffles have ridges


Macho Image snack for the alpha male

Ruffles Chips STP
Ruffles Chips Segmentation

People seeking snacks

Ruffles Chips Target Market

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

Ruffles Chips Positioning

Macho snack for the stereotypical male

Ruffles Chips SWOT Analysis
Ruffles Chips Strengths

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

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

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 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 Competition

Below are the top 2 Ruffles Chips competitors:

1. Lays

2. Doritos

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.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Ruffles Chips. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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