MARKETING STRATEGY ANALYSIS OF
SUBWAY
A PROJECT REPORT
Submitted by
KARTHIK K (CB.BU.P2MBA16049)
KRISHNA GOVIND S J (CB.BU.P2MBA16059)
SACHIN P NAIR (CB.BU.P2MBA16095)
MARKETING STRATEGY ANALYSIS OF
SUBWAY
EXECUTIVE SUMMARY:
The project was aimed at the analysis of marketing strategy used by Subway and to understand how it implements the various factors of marketing mix and also how the customers perceive Subways USP. A survey was conducted for about 109 people using google forms to study the opinion and expectations of the people from Sub Way, also we visited a Subway store and we also collected some secondary data from the internet. Subway targets …show more content…
They use the slogan “Eat Fresh” which justifies the fact that its products are all freshly baked and made with fresh ingredients.
In a promotional move in 2008, the subway offered their submarine sandwich that was one feet in length at the cost price of five dollars for a limited time. Their involvement in social issues and charitable events also given them a boost.
We wanted to see how effective was subways promotional activities. From our survey we found out …show more content…
• Comparatively only few were reached successfully using TV ads and print ads which also cost them money.
• 78% of people could find out which aspect was highlighted in the promotions used by subway.
• Around 22% was not sure what was targeted by subways promotions which indirectly implies the flaw in promotions.
• 91 of customers were satisfied with subways combo offers of which 46% were highly satisfied regarding their offers.
3. UNIQUE SELLING PROPOSITION OF
SUBWAY
Unique selling proposition is the feature of the product or the factor in the business which separates that particular product or the business from its competitors. The importance of USP is that it makes the product stand out from the competitors.
Subways USP lies with its offering in taste, health and variety it provides.
• 37% customers found that the option for customizing their own food was the unique thing about subway. • Moreover 85% of customers believes this customizable feature is effective and of this, 40% believes it’s very effective.
4. RECOMMENDATIONS
• More subway stores can be opened.
• Price of items could be more
SUBWAY
A PROJECT REPORT
Submitted by
KARTHIK K (CB.BU.P2MBA16049)
KRISHNA GOVIND S J (CB.BU.P2MBA16059)
SACHIN P NAIR (CB.BU.P2MBA16095)
MARKETING STRATEGY ANALYSIS OF
SUBWAY
EXECUTIVE SUMMARY:
The project was aimed at the analysis of marketing strategy used by Subway and to understand how it implements the various factors of marketing mix and also how the customers perceive Subways USP. A survey was conducted for about 109 people using google forms to study the opinion and expectations of the people from Sub Way, also we visited a Subway store and we also collected some secondary data from the internet. Subway targets …show more content…
They use the slogan “Eat Fresh” which justifies the fact that its products are all freshly baked and made with fresh ingredients.
In a promotional move in 2008, the subway offered their submarine sandwich that was one feet in length at the cost price of five dollars for a limited time. Their involvement in social issues and charitable events also given them a boost.
We wanted to see how effective was subways promotional activities. From our survey we found out …show more content…
• Comparatively only few were reached successfully using TV ads and print ads which also cost them money.
• 78% of people could find out which aspect was highlighted in the promotions used by subway.
• Around 22% was not sure what was targeted by subways promotions which indirectly implies the flaw in promotions.
• 91 of customers were satisfied with subways combo offers of which 46% were highly satisfied regarding their offers.
3. UNIQUE SELLING PROPOSITION OF
SUBWAY
Unique selling proposition is the feature of the product or the factor in the business which separates that particular product or the business from its competitors. The importance of USP is that it makes the product stand out from the competitors.
Subways USP lies with its offering in taste, health and variety it provides.
• 37% customers found that the option for customizing their own food was the unique thing about subway. • Moreover 85% of customers believes this customizable feature is effective and of this, 40% believes it’s very effective.
4. RECOMMENDATIONS
• More subway stores can be opened.
• Price of items could be more