Potatoes ruffles is a product made from potatoes, which comes in the form of wavy slices, and has different flavors, such as the natural flavor, cream with onion and cheese.
Las Papas ruffles has been in the Venezuelan market for several years, and is known by most people.
Who is it for?
Frito Lay Ruffle Potatoes are aimed at all people, since this is not a product for exclusive consumption by any particular sector. This is due to the fact that its price is accessible, therefore it does not constitute any barrier or impediment to its acquisition.
Regarding age, it can be said that the market that consumes it is that from 6 years onwards (approximately)
Characteristic of consumers
Ruffle potatoes have the peculiar characteristic that the range of their consumers is very wide and heterogeneous, but mainly it can be said that the main feature in common is that of being consumed by a young population.
Evaluate the market for which it was made
From the Geographical point of view:
It is aimed at the entire national territory, but with greater emphasis on the area of northern Venezuela in which the majority of the inhabitants are located.
From the Demographic point of view:
It is aimed at the entire youth population, without distinction of religion or sex in particular.
In turn, from the point of view of distribution, it is aimed at:
From the Psychographic point of view:
It is oriented to a wide market in which there is a multiplicity of lifestyles, personalities, and reasons for purchasing the product.
In turn, from the point of view of distribution, it is aimed at:
This is the closest competitor, but the only difference that exists is in the fundamental basis of the product. Doritos in a product made from Corn, instead of the Potato that is the base of the Ruffles.
As for the advertising campaign he uses, this is very aggressive and is on par with the one used by Ruffles, which consists of marketing through the different communication media.
Doritos, like Ruffles, belongs to the Frito Lay group.
| Type | Packaging (gr.) | Price |
| DORITOS (any of its flavors) | 40 gr. | Bs. 600 |
| DORITOS (any of its flavors) | 125 gr. | Bs. 1,800 |
| DORITOS (any of its flavors) | 200 gr. | Bs. 2,500 |
These potatoes are of foreign origin (USA), and offer a wide variety of flavors, the only drawback it presents is that its price is significantly higher than that of ruffles, which does not make it a direct and important competition.
The only advantage it presents is the wide variety of flavors it has. The product is distributed by Procter & Gamble.
| Type | Packaging (gr.) | Price |
| PRINGLES (Large) | 400 gr | Bs. 7,500 |
| PRINGLES (Small) | 100 gr. | Bs 2,900 |
Distribution channels
The distribution channel is made up of a group of interrelated intermediaries that deliver products and services from manufacturers to consumers and end users.
Producers - retailers - consumers:
This is the most visible channel for the final consumer and a large number of purchases made by the general public are made through this system.
In these cases the producer generally has a sales force that is in charge of making contact with the retailers that sell the products to the public and place the orders after which they are sold to the final consumer.
Product price today
| Type | Packaging (gr.) | Price |
| RUFFLES Natural / Cheese / Onion | 40 gr. | Bs. 650 |
| RUFFLES Natural / Cheese / Onion | 100 gr. | Bs. 1,900 |
| RUFFLES Natural / Cheese / Onion | 190 gr. | Bs. 3,000 |
What promotional campaign is more adjustable to the product?
Ruffles presents the peculiar characteristic of being an extremely “flexible” product in terms of the types of promotion that can be applied to it. Between them we have:
Promotions for consumers:
- Prizes inside or attached to the packages. Coupons using the product wrappers. Additional products, such as free sauce envelopes to accompany the product. Contests and raffles.
Promotions for merchants:
- Customized displays for the product Demonstrators.
Explain at what stage of its life the product is today.
Maturity Stage:
At some point, the sales growth rate of a product slows and the product enters a stage of relative maturity. This stage generally lasts longer than the previous stages and has formidable challenges to marketing management.
Such is the case of Ruffles, a product that is in the maturity stage of its life cycle. This stage can be divided into 3 phases:
- Growth of maturity Stability of maturity Decline of maturity
Ruffles is specifically in the second phase (maturity stability), in which sales take a level per capita due to market saturation. Most potential consumers have tried the product and future sales are governed by population growth and shifting demand.
