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Ellis subway


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Sarah Ellis's Week 5 Presentation--MKTG 6000

Published in: Business
  • This was a huge help, I am looking into subway for my marketing class in college. Thank you for confirming all my info in one location!

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  • That was a great presentation. I had no idea Subway has so many stores- more than McDonald? who would have though. I always though that Quiznos is Subway’s biggest competitor- but i guess i was wrong.......

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Ellis subway

  1. 1. Subway<br />By:<br />Sarah Ellis<br />
  2. 2. Background <br />Founded in 1965 by Fred DeLuca<br />Changed names 3 times before settling on Subway<br />Over 34k franchised locations<br />Surpassed the number of McDonald’s<br />Operates in more than 95 countries<br />
  3. 3. Frame of Reference<br />Subway positioned itself as the “healthy” option in fast food <br />
  4. 4. Brand Equity<br />Subway’s motto is “Eat Fresh”<br />Customer Advantage: differentiates itself from the typical greasy fast food chains<br />Points-of-Difference:<br />Healthy and nutritious <br />Fresh food<br />Nothing fried<br />Low calorie/fat/cholesterol<br />
  5. 5. Customer-based Brand Equity<br />Subway launched a major marketing campaign featuring Jared Fogel<br />Millions of overweight Americans could personally identify with his struggle to lose weight<br />The “Subway Diet” was easy<br /> and could virtually be done<br /> by anyone <br />
  6. 6. Brand Building Elements<br />Memorable—Subway is easily recognized and recalled<br />Meaningful—Offers healthy sandwiches in a “unhealthy” fast food market; geared towards healthy eaters and those trying to lose weight<br />Likable—Simple, self-explanatory name of the product offered<br />
  7. 7. Competition<br />
  8. 8. Sandwich Competition<br />Subway was named the #1 franchise for 2011 in the submarine sandwich category<br />
  9. 9. Holistic Marketing<br />Personalization—No two eaters are alike; create your own sub version<br />Integration—Features a mix of ads on healthy menu options and the cheap “$5 Foot long” <br />Healthy eaters<br />Slow economy<br />
  10. 10. Direct Approach Marketing<br />Subway sales increased 20% in 2000 after Jared Fogel commercials launched (<br />$3.8 billion in sales alone from the ad campaign “$5 foot long”<br />
  11. 11. Marketing Modification<br />For techies, Subway allows customers to place orders online at participating locations<br />Subway saw an opportunity in the breakfast market<br />In an effort to promote and boost sales, coupons for free breakfast items were distributed in weekly newspapers<br />
  12. 12. Product Life Cycle<br />Maturity<br />Grew to 32k<br />in ‘09 <br />Grew to 11k<br />in ‘95 <br />Growth<br />Opened<br />In 1965<br />Intro<br />Subway is most likely nearing the top of its growth stage and will enter into the mature cycle<br />
  13. 13. Subway’s Continuing Success<br />Subway’s prospects of maintaining success are high <br />Customers value fresh and nutritional food<br />More American’s are educated on nutrition/health <br />
  14. 14. References<br /><br /><br />