So how’s SUBWAY is segmenting, targeting and positioning its brand to become people first choice?

ksardana@deakin.edu.au

216172337image-livegreenSubway is a franchise that has its restaurant for fast food all over the world .This american company is providing a variety of great tastes,nutritive choices while reducing our environmental footprints and creating a positive influence in the communities we serve around the globe.

Subway  was started 51 years back , in 1965 by 17 year old high school graduate Fred DeLuca. He borrowed 1000$ from a family friend to open his sandwich shop in Bridgeport,Connecticut in august 1965.Today there are 44,000 stores in 110 countries.According to FORBES, its #87 World’s most valuable brand and serving millions of people around the world.

So what make SUBWAY  stand out in public and become there first choice?

Making your own sandwich” was what Subway wanted their customer to be empowered for. This required a unique marketing mix for raising their standard.

Their vision is to-

  • to provide nutritious option in their menu
  • great tasting as well as healthier and nutritious lifestyle information
  • sustainable and cost effective solutions that serves the business needs for franchise

 

Well SUBWAY uses Segmentation, Targeting and Positioning strategy  to become a unique brand!

So what is Segmentation, Targeting and Positioning and how it makes a unique market space for Subway?

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Segmentation- 

“ A market segment consists of a group of customers or consumers who share the same or similar needs” (McDonald, 2002)

Segmentation method

market_segmentation_diagram

Subway segmentation

  • Geographic

Wherever SUBWAY restaurants are located, the core menu stays relatively the same with the exception of some culture. With more than 2400 location outside US and Canada, the Subway is fast leading international fast food restaurant.
Subway offer mostly halal menu in  middle east countries, mostly vegetable without beef in India and more sauces in America.

  • Demographic

Age group – (18 – 39) – Most attractive for fitness freak girls and boys who are concerned about carbs and calories as it is completely fresh and nutritious.

The low fat menu containing a range of subs with 6 Grams of Fat or less, is popular with customers all around the world.

Eat Fresh, Live Green” is our way of letting you know we are committed to making a positive impact in all that we do

header-subway

Kid’s meals

SUBWAY always target different kind of age segments, through their existing product lines and product developments, specially improving kid’s meals.

 

 
KidsPak

PSYCHOLOGICAL

People who practice healthy life style, love to have healthy food for instance , sandwiches in there daily life style so what can be better than a healthy Sub.

When lunchtime rolls around, there’s no end to boring, unhealthy options. There are burgers, Chinese takeout, pizza, sandwiches, and plenty of other ways to put yourself into a food coma via a sad desk lunch even before you hit the 3 p.m. wall. But according to the New York Times, it’s chopped salad that reigns supreme in the Northeast, and the trend is making its way across the country. (Credit: Simply Salad)

salad-eating-healthy-at-subway

Behavioural

Food safety and food quality are of paramount importance to us. Our suppliers must adhere to our Gold or Regional Standard Food Safety and Quality Policies, to ensure only the best products available make their way to SUBWAY® restaurants.

TARGET

Marketers do targeting for segmented target. After segmenting they see which market to target.

Subway has improved the nutritional content of kids meal by replacing the carbonated drink with the vitamin juices and changing from high calorie cookie to juice roll up and attracting them with the cartoons like dory.

Subway has introduced a new range in Australia like Pulled pork, moroccan lamb

MoroccanLamb

POSITONING

Subway position their product by continuing to build the brand on freshness platform. subwaylogos20160805

Subway’s old logo above the new look. Credit: Subway

Subway’s  positioning has always been “Eat fresh,” the new effort focuses on the company’s and its consumers’ “appetite for better.” In one of the spots, called “Clean Slate,” a heavyset man works out on a treadmill, a young female football player goes into the game and a dog is rescued from a shelter as the voice-over talks about its clean food efforts.

The new logo is the brand’s “next step” in its evolution, listening to consumer’s desires and following the addition of more premium menu items including carved turkey breast and rotisserie-style chicken. It will debut in two spots during NBC’s coverage of the Olympics Opening Ceremony, highlighting the #SearchforBetter and Subway’s role in the journey.

Conclusion

SUBWAY is over ruling the market with its strong marketing strategy and being the best example for segmentation, targeting and positioning and even making the life more simply by making people  eat fresh.

REFERENCES

 

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