Here is Group 3's presentation on the brand Subway!

1. Kathleen McLaughlin
Cynthia Powers
Ariel Lim
Branding
Bay Path College – 2014

2. BRAND ELEMENTS
From the beginning, founder 17 year old
entrepreneur Fred DeLuca and his business
partner Peter Buck, had a clear vision for the
future of the SUBWAY® brand.
“As we continue to grow, we are guided by his
passion for delighting customers by serving
fresh, delicious, made-to-order sandwiches.”

4. NAME
 Originally called “Pete’s Super Submarines,” in 1965
 The SUBWAY® name is used for the first time in 1968.

5. LOGO
 The original
 Used from 1965-2002
 After 2002
Slogan “eat fresh”

6. • Subway strives to serve quick, nutritious
meals that the whole family can enjoy.
• They opened in Bridgeport, Connecticut in
August of 1965.
• In 1974 they became a franchise.
• In 1977 they introduced the 6 inch sub.
• In 1983 they began introducing fresh baked
bread into their restaurants.
• The company went international in 1984.

7. BRAND GOALS
To empower franchisee owners, treat employees
well and better the surrounding communities
Serve a well-made, high quality product
Providing excellent customer service
Keep operating costs low
Find great restaurant locations

8. BRAND PORTFOLIO ANALYSIS
 Subway is great at cobranding. Many restaurants are inside
of malls or gas stations
 They create new products such as flat bread sandwiches
and breakfast sandwiches to meet consumer demand
 Their marketing/advertising capitalizes on the fact that they
are a healthy alternative to most fast food
 They also cut out a core ingredient (Azodicarbonamide)
from their bread recipe when consumers discovered it and
were upset

9. ADDITIONAL COBRANDING
SUBWAY® is:
 Partnering with the American College of Cardiologists
(ACC) to sponsor the American Heart Association’s
Start! Movement – encourages people to walk and live
more actively
 Also help sponsor the AHA's Jump Rope for Heart and
Hoops for Heart - national, educational programs for
children
 An official sponsor of Little League

10. SUBWAY BRAND AWARENESS
 Subway is Global
 41,785 Restaurants
 106 Countries
 3rd Most Popular Store in
America!!
 http://money.msn.com/inside-
the-ticker/americas-5-most-
popular-stores
 Jared
 Celebrity Endorsed
 Athletes
 Pelé
 Apolo Ohno
 Michael Phelps

11. BRAND ASSOCIATION
 Eat Fresh!
 Healthy Fast Food
 Fresh Fit™ Meals
 $5 Footlong
 American Heart Association

12. IMPROVING AWARENESS AND
ASSOCIATION
Franchises Endorsements
 Continue to open new franchises
to expand awareness and
accessibility
 Continue to encourage
consistency between franchises
(look, menu, promotions)
 Add celebrity endorsement– Not
everyone identifies with athletes
 Healthy /fit Celebrity (To maintain brand
consistency)
 Relatable
 More “Jareds”
 After 15 years, it is time to add new
success stories
 “Don’t create your story as a sales pitch.
Make it a story (Deckers & Lacy, 2013).”
 Associate the brand with healthy people
in the real world
Healthy Eats
Keep freshness and
healthiness at center of
brand association & Limit
unhealthy options

13. TARGET MARKET: ANYONE WHO
WANTS
 Quick, nutritious meals for the whole family
 Economical options: $5 Footlong, $3 Six-Inch Select,
2 for $5 Flatizza, Featured Value
 “Eat Fresh,” fast, made-to-order sandwiches
 Catering menu for business meetings, get-togethers,
church functions, hungry Bay Path students

14. MARKETING PROGRAM
RECOMMENDATIONS
 Use social web to learn about current issues and
opportunities, monitor its reputation
 Enlist the brains and emotions of customers to develop
next-generation products
 Participate in the online conversation, prevent negative
comments from being the sole social voice
 Regularly evaluate its social media program

15. BRAND PERSONALITY
 Great at creating positive vibe, state of happiness
 Uses humor and warmth
 Helps customers make more informed choices by
posting nutrition information
 Consistent message of healthy meals, positive
spokespersons, and fun cross-promotions
 Great at tapping their “evangelists”

16. CRISIS MANAGEMENT:
AZODICARBONAMIDE
 This flour bleaching agent is used to improve oxidation in
the baking process. It’s also used to improve the elasticity
of plastics.
 The Food Babe created buzz and an online petition asking
Subway to remove this dough conditioner from its bread.
 Food Babe: “Let’s eat fresh, not a yoga mat.”
 Franchisees were informed how their employees were to
address the topic.
 Public relations were effective in addressing the topic.
 The chemical has now been removed from Subway’s bread.

19. SUBWAY BRAND POSITIONING/VALUES
 Eat Fresh! – Subway has positioned itself as a healthy fast food chain
 “We’re dedicated to making eating better even better. That’s why
we’re the first fast food restaurant to earn the American Heart
Association Heart Check for healthy meals.”

20. IMPROVING BRAND POSITIONING
 Reason for Improvement: Fuzzy, Blurred Image
 “Sometimes the perception people have of your company or product isn’t clear. It’s
not that it is poor…This is usually caused by unclear positioning…(Temporal,
2010).”
 Heart-Healthy?
 New Promotions:
 Big Hot Pastrami Melt
 Frito’s Chicken Enchilada Melt
 Flatizza

21. IMPROVING BRAND POSITIONING
CONT.
 Evolutionary Positioning
 “developing your image gradually (Temporal, 2010).”
 Offer less unhealthy options
 Nix the Frito sandwiches
 Instead, offer more healthy options
 Ex: Current Avocado Campaign
 New associations (non-athlete celebrities/new “Jareds”)
 Emphasize heart-healthy position with testimonials and endorsements from relatable
people

22. SOURCES
 https://cunyonline.digication.com/VJ_SUBWAY/The_Global_Expa
nsion_of_Subway_Sandwich_Shops
 http://www.franchising.com/howtofranchiseguide/cobranding_offer
s_the_best_of_both_worlds.html#sthash.DoVVOiRA.dpuf
 http://www.subway.com
 Deckers, E., & Lacy, K. (2013). Branding yourself: How to use
social media to invent or reinvent yourself. (2nd ed.). Indianapolis,
Indiana: Pearson Education, Inc.
 Temporal, P. (2010). Advanced brand management: Managing
brands in a changing world. (2nd ed.). Singapore: John Wiley &
Sons (Asia) Pte. Ltd.