Miss Vickies SWOT Analysis, Competitors & USP

Posted in Food & Beverages, Total Reads: 2477

SWOT analysis of Miss Vickies analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Miss Vickies 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 Miss Vickies to benchmark its business & performance as compared to the competitors and industry. Miss Vickies is one of the leading brands in the food & beverages sector. The table below also lists the top Miss Vickies competitors and elaborates Miss Vickies market segmentation, target group, positioning & Unique Selling Proposition (USP).

Miss Vickies SWOT, Competitors, Marketing STP & Brand analysis Table
Miss Vickies Brand Analysis
Parent Company

Pepsi Co




Food & Beverages

Tagline/ Slogan



Kettle cooked, Canadian origin snack

Miss Vickies STP

Women,40 to 60 years of age

Target Group

High income group, Baby boomer generation and mothers


Premium kettle cooked chip

Miss Vickies SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Miss Vickies. Strengths are:

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


Here are the weaknesses in the Miss Vickies SWOT Analysis:

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


Following are the Opportunities in Miss Vickies SWOT Analysis:

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


The threats in the SWOT Analysis of Miss Vickies are as mentioned:

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

Miss Vickies Competition

Below are the top 2 Miss Vickies competitors:

1.Hardbite Chips

2.Kettle Brand Chip

The brandguide table above concludes the Miss Vickies 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. Browse marketing analysis of more brands and companies similar to Miss Vickies. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories. This SWOT and marketing analysis has been researched & authored by our BrandGuide Research Team members.

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