Miss Vickies SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1662

SWOT Analysis of Miss Vickies with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Miss Vickies

Parent Company

Pepsi Co




Food and Beverage

Tagline/ Slogan



Kettle cooked, Canadian origin snack



Women,40 to 60 years of age

Target Group

High income group, Baby boomer generation and mothers


Premium kettle cooked chip

SWOT Analysis


1. Comes in varieties of recipes and in varieties of flavor

2.Strong brand presence in Canada, US and Europe

3.High brand recall of product in the kettle cooked chip category

4.Strong early mover advantage in the kettle chip segment


1.Increased price has weaned away a segment of current users

2.Lack of visibility in retail in areas other than that of  high demand especially emerging countries


1. Expansion opportunities in emerging markets

2.Opportunity to leverage the existing distribution network of Frito Lay will help in market penetration of Miss Vickies

3.Opportunity to improve sales by enhancing packaging and labelling


1.Almost flat and sluggish growth estimates for the kettle chip segment

2.A recent change in flavor (dilution ) has attracted adverse reaction from consumers and might push them to competitors

3.Too much of product extension in terms of flavor might negatively impact the core loyal consumers



1.Hardbite Chips

2.Kettle Brand Chip

The table above concludes the Miss Vickies SWOT analysis along with its marketing and brand parameters.


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