Transcript 2010-10-23 SUBWAY - Marketing-Team

SUBWAY’s
Marketing Strategy
By Hien, Ken, Rui, Sangay and Saran
Fresh & Healthy
• Made on the spot
• Less 6g of fat
• Eat Fresh
More Choices &
Customisations
• Made to order
• Local ingredients
Product
Price & Quality
Promotion
• Direct Advertising
• Indirect Advertising
Place
• Store flexibility
People
• Young, eager work force
• Standard Training & Customer service
Process
• Systematic & Quick service
• Easy and fast to learn
5 C’s
Customers
• Segmentation
•Geographical
•Age Group
Company
• Global brand
5 C’s
Collaborators
• Coca-Cola and Coffee
• American Heart Association.
• Local suppliers
5 C’s
Competitors
• McDonalds
• Alibaba
• Local Delis
5 C’s
Context
• Obesity
• Global economic slow down
• Green movement
• Increasing Multicultural society
Strengths
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Fresh &Healthy
Quick &Fast
Customise to your liking
Flexibility of stores
Big Size/value for money
Global reputation
Weakness
•Too large for kids
• Soft drinks and cookies
• Sandwiches are lunch
centric meals
• Plain in store dinning
experience, and not family
friendly
Opportunities
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Obesity, Healthy Lifestyles
Green
Economic slow down
Busy Lifestyle
Sport events
Heart foundation
Multi-cultural
Threats
• Fast becoming more fresh • Fresh becoming faster
• Reliance on Jared Subway’s
spokesperson
Strategies
• Healthier and better Breakfast and
Dinner meals.
• offer home delivery or drive thru
(dinners)
•Promote and provide healthier
choices
•Heart foundation link
•Offer Juices, Fruit-salads or Soup.
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Organic choices
Sports event sponsorship
Improve kids meals
Improve in-store dinning