Direct competitors
Lay’s
Positioning
Lay’s chips are a snack food which is made purely of potatoes and are packed in a bag with different flavors.
Strategy
Lay’s aims at providing high quality chips at reasonable price and various flavors to attract consumers in different areas.
Strengths and weaknesses compare to Pringles
Lay’s is one of the major competitors of Pringles. Lay’s chips were founded in 1932 while Pringles was first introduced to the snack food market by P&G in 1968.
The strengths of Lay’s are its cost advantage and wide range of flavors. Packed in a bag, each chip of Lay’s comes in different sizes and shapes and they are cooked in oil which makes them a little bit more greasy. Cooking differently, some of the chips may be perfectly
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Lay’s chips are made solely of thinly sliced potatoes, on the other hand, Pringles is made of potatoes, wheat, and other ingredients. Each Pringles chip is exactly the same shape and size as all the others, and they are less greasy and offer a wider variety of flavors. The texture is the same since they are made by mixing all the ingredients together.
Doritos
Positioning
Doritos is a brand of seasoned tortilla chips, which sometimes accompanied with a sauce. This brand also has a variety of successful flavors which aims at a vast majority of people.
Strategy
For many years, Doritos advertised heavily during the Super Bowl. By launching a contest, Doritos allows consumers to create their own Doritos commercial.
The slogan of Doritos—Doritos! Better than money. The affiliate has set out a mission for which the client has to retrieve a package and return it to the Affiliate in exchange for ￡5,000. Creating the illusion and exaggerating how valuable Doritos are to money, which will convince the audience to buy the product because it seems like it’s worth the money.
Strengths and weaknesses compare to
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Strategy
Monster Munch stresses its “made in France” and advertises its unique shape of chips. It also tries to meet the demands of customer for the high quality and healthy food by highlighting “less salt, less fat”.
Strengths and weaknesses compare to Pringles
Monster Munch has little funny monster-shipped chips, which has a high brand reorganization, can be regarded as the main strength. On the other hand, Pringles also has a classical cartoon symbol, a man with mustache. Monster Munch aims to attract especially children and young people. But for Pringles, it has a larger target of consumers to some extent.
Tyrrells
Positioning
Tyrrells Potato Chips is a representative brand in chips industry of UK. It focuses on a niche market of potato crisps, namely, the Premium Crisp market focusing on more affluent customers.
Strategy
The strategy is to ensure the high quality of the ingredients and develop Tyrrells Potato Chips flavors to meet the needs of consumers which tend to spend more on high quality food.
Strengths and weaknesses compare to