GROUP MEMBERS: SHAHZAD NAZIR HARIS WAHEED ZAIN AHMED KHAN
INTRODUCTION
Fred DeLuca was the owner of Subway At the age of 17 he started business with the name of *Petes Subway *Petes Subway was named because Dr. Peter Buck Dr. Peter Buck given $1000 at that time to open submarine sandwich shop
He was a student of medical science and he belong to lower class family His dream is to become a doctor so he would serve everyone He open *Petes Subway to earn and pay the fee of college
*Petes Subway was first open in 1965 august at Bridgeport Dr. Peter Buck and Fred DeLuca become partners in *Pete Subway After few years the both change the name with Petes Subway to Subway only The logo of Subway was declare in 1968 They both set a goal of having 32 stores opened in 10 years.
Now a day Subway reach annual sales exceeded $ 6.3 billion Subway has more than 34,000 units worldwide They have also become popular with health conscious customers in Europe who are searching for higher quality fast food options
MARKETING OBJECTIVES
SUBWAY main marketing objectives are maintain positive , strong growth each quarter Subway always trying to understand the need and want of the customer by communicating with them SUBWAY use marketing segmentation, targeting and positioning strategies to develop their market
STP MARKETS SEGMENTATION METHODS
Demographics (Age, Life cycle , Gender , Income , Occupation, Religion , Education , Race ,Nationality) Geographic (Location , Regional , Urban , Density , Climate) Psychographic (Social class , Life style , Personality ) Behavioral (Occasions , Benefit sought , User stages , Usage rate , Loyalty status)
SUBWAY SEGMENTATIONS
group (18 39) Income level (c 1) Healthy Life style Halal sandwiches Kids meals
Age
TARGETING
Year 2003 SUBWAY improves the nutritional content of its Kids Pak meal by switching the carbonated soft drink to a juice box change a high calorie cookie to fruit roll up fruit snack that is high in vitamin C Many of the Kids Pak toys are now designed to inspire physical activity
POSITIONING
SUBWAY positioning their products by continuing to build the brand on the "freshness" platform The SUBWAY chain is expanding its universe of potential customers as a place for "TASTY" and "HEALTHY" food Best Communicated via an effective advertising make the SUBWAY chain part of customers
5 PS PRODUCT
6inch classics Italian B.M.T 6inch classics Tuna 6inch classics Meatball 6inch classics Spicy Italian 6inch hot toasted subs chicken teriyaki 6inch hot toasted subs subway melt 6inch hot toasted subs steak and cheese 6inch basics veggie delite 6inch basics turkey breast 6inch basics roast beef 6inch basics subway club
PRICE
6inch
classics Italian B.M.T=160 6inch classics Tuna=160 6inch classics Meatball=160 6inch classics Spicy Italian=160 6inch hot toasted subs chicken teriyaki=200 6inch hot toasted subs subway melt=200 6inch hot toasted subs steak and cheese=200 6inch basics veggie delite=160 6inch basics turkey breast=160 6inch basics roast beef=160 6inch basics subway club=160
PLACE
Al-Haram,
Tower1 Plot# Shop 2 Ground Floor 106 Bmchs Alamgir Rd Karachi Block 5 Gulshan-e-Iqbal Shop No 4 Sapna Castle No 17-C, Main Khayaban-e-Shahbaz Shahbaz Commercial Area VI No. 8, Clifton Plot No. G-32/A
Shop #38,39,Hashoo Terrece,B-5 Khayaban-e-Roomi,Clifton Sky Garden Shops 16/17 Mohammed Ali Society 15-C Zamzama Lane 4 Phase-V Defence Civil Lines Tariq Rd Plot No 13 Block 3 No S-17 Dolmen Mall
PROMOTION
Advertising, Personal selling, Public relations and Sales promotions The target for the SUBWAY chain's media buying is adults aged 18-49 The majority of the advertising is done via national TV during prime time, sports and late programming on major broadcast networks and cable networks Additional advertising is done via local markets on TV, radio and in print
PACKAGING
Our goal is to only use packaging that can be recycled or composted where facilities exist Over the past four years, Subway have been working very hard to improve the sustainability of our packaging and to eliminate unnecessary packaging wherever possible Subway have redesigned items to be more multi-functional, to be made with more sustainable materials and/or with less material The majority of our paper packaging is made with recycled content and 100% can be recycled or composted
