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Doritos Competitive Analysis Case

Autor:   •  April 6, 2015  •  Essay  •  1,644 Words (7 Pages)  •  1,029 Views

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Competitive Analysis


Table of Contents

Executive summary

Market analysis

Brand Analysis

Competitive activity

Advertising message

Positioning strategy

Unique Selling Proposition


Executive Summary

The sweet and savoury snack food market segments saw individual growth in 2014 all gaining popularity as consumers become more interested in trying new flavours. Despite the numerous amounts of brands competing for value share and a place in the consumer’s diet, the sweet and savoury food market is growing. Doritos is leading the charge in the tortilla chips category and is currently the number one choice amongst flavoured tortilla snacks due to its addictive and un filling taste.

Variety of flavours especially ethnic flavours such as sweet chilli and spicy is one of the leading factors responsible for the current upwards trend. Immigrants from Asia and middle-east make up an influential percentage of snack food buyers. This demographic prompted more creativity and product options from the snack food companies across the market as well as an increase in outlets. The minority population is set to increase over time therefore an increase in ethnic flavour demand is expected.

 Doritos variety of flavours has enabled it to be amongst the top of Frito Lay’s brands trailing behind Lays and Ruffles. While Lays is currently the dominant snack food in the market and not a feasible target, Doritos can still grow by positioning itself as the snack food for ethnic people.


Market Analysis

Forecast Sales of Sweet and Savoury Snacks by % Volume

Category

2014/2015

2014-19 CAGR

2014-19 Total

Chips/Crisps

1.65

1.54

7,97

Extruded Snacks

1.57

1.64

8.50

Fruit snacks

1.56

1.63

8.44

Nuts

1.84

1.90

9.88

Popcorn

0.47

0.26

1.31

Pretzels

0.06

-0.03

-0.17

Tortilla/Corn Chips

1.14

0.94

4.78

Other

4.11

4.45

24.34

Market growth

1.68

1.61

8.29

...

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