SWOT Analysis of Walkers Crisps with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
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Walkers Crisps |
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Parent Company |
Pepsi Co |
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Category |
Snacks |
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Sector |
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Tagline/ Slogan |
There is no crisps like Walkers |
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USP |
Exciting promotional campaigns |
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Walkers Crisps STP |
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Segment |
Young, adventurous medium snacking segment |
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Target Group |
Middle income young individuals |
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Positioning |
Ultimate snacking experience |
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Walkers Crisps SWOT Analysis |
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Strengths |
1. Large variety of flavors 2.Exciting promotional campaign track record 3.Large variety of sizes easily available 4.Good brand recall on account of rich brand history |
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Weaknesses |
1.Very less number of chips in small packages have earned the wrath of consumers 2.Limited global penetration compared to some leading brands |
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Opportunities |
1. The huge market for environmental friendly packaged food can be tapped 2.Since the product is competing more on price, more focus in trade relations enhancement and increase in shelf space might lead to sales volume increase |
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Threats |
1. Traditional ingredient supply areas for Walkers have been subjected to crop failures which might affect Walkers’ operations 2.Aggressive threat from much healthier snacking competitive products |
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Walkers Crisps Competition |
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Competitors |
1.Mc Coy’s Crisps 2.Pringles |
The brandguide table above concludes the Walkers Crisps 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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