Description
SWOT ANALYSIS OF DORITOS
Doritos
Parent Company
Pepsi Co
Category
Wafer Snacks
Sector
Food and Beverage
Snack strong; Dangerously bold; Keep munching we’ll make more, Tagline/ Slogan The loudest taste on earth
USP
Tasty Mexican Snack with many flavor variants STP
Segment
Snack food segment
Target Group
Youth population with taste for international flavors
Positioning
Positioned as crunchy, party snack SWOT Analysis
1. International taste perception 2.Numerous shapes and size and flavor variants 3.Aggressive brand backing by Pepsi Co 4. Very popular brand and available in many countries globally 5. Excellent distribution and availability across stores 6. Good branding and visibility due to marketing through TVCs and print ads Strength 7. High quality product and attractive long-lasting packaging
1. Perception of allegedly being unhealthy food on account of negative press and lawsuits Weakness 2.Limited target market reduces scope for volume sales as it has less
popularity in emerging economies
1. Capitalize on its international perception and market it aggressively in emerging markets Opportunity 2. More advertising in untapped markets to increase sale
1.The niche segment is attracting increasing competition Threats 2. Changing food snack preferences Competition
1.Pringles 2.Planters 3. Lays Competitors 4. Uncle Chips
doc_623626847.docx
SWOT ANALYSIS OF DORITOS
Doritos
Parent Company
Pepsi Co
Category
Wafer Snacks
Sector
Food and Beverage
Snack strong; Dangerously bold; Keep munching we’ll make more, Tagline/ Slogan The loudest taste on earth
USP
Tasty Mexican Snack with many flavor variants STP
Segment
Snack food segment
Target Group
Youth population with taste for international flavors
Positioning
Positioned as crunchy, party snack SWOT Analysis
1. International taste perception 2.Numerous shapes and size and flavor variants 3.Aggressive brand backing by Pepsi Co 4. Very popular brand and available in many countries globally 5. Excellent distribution and availability across stores 6. Good branding and visibility due to marketing through TVCs and print ads Strength 7. High quality product and attractive long-lasting packaging
1. Perception of allegedly being unhealthy food on account of negative press and lawsuits Weakness 2.Limited target market reduces scope for volume sales as it has less
popularity in emerging economies
1. Capitalize on its international perception and market it aggressively in emerging markets Opportunity 2. More advertising in untapped markets to increase sale
1.The niche segment is attracting increasing competition Threats 2. Changing food snack preferences Competition
1.Pringles 2.Planters 3. Lays Competitors 4. Uncle Chips
doc_623626847.docx