Subway copy


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Subway ......a refresh meal...!!

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  • ~ McDonalds play place
  • ~ McDonalds dominates ~ except in China where it is KFC
  • Subway copy

    1. 1.
    2. 2. <ul><li>Subway prides itself in being a healthy fast food chain offering a variety of sandwiches and subs </li></ul><ul><li>Founded in 1965 by Fred DeLuca and Dr. Buck. </li></ul><ul><li>As a growth strategy, to </li></ul><ul><li>increase profits, </li></ul><ul><li>they embarked on the idea </li></ul><ul><li>of franchising their business. </li></ul><ul><li>Subway locations grew exponentially. </li></ul>
    3. 3. <ul><li>Formulating a unique value proposition. </li></ul><ul><li>Targeting an underserved customer segment. </li></ul><ul><li>Structuring an aggressive franchising model. </li></ul><ul><li>Expanding internationally. </li></ul>
    4. 4. <ul><ul><li>Slogan:- “Eat Fresh” </li></ul></ul><ul><li>Higher perceived value against competition. </li></ul><ul><li>Custom sandwiches tailored to customer. </li></ul><ul><li>Appeal to young professionals. </li></ul>Marketing
    5. 5. <ul><li>Low start up costs </li></ul><ul><ul><li>Less equipment is needed </li></ul></ul><ul><ul><ul><li>Countertop, oven, refrigerator, and microwave </li></ul></ul></ul><ul><ul><li>Small Area is needed </li></ul></ul><ul><ul><ul><li>Real-estate costs are low </li></ul></ul></ul><ul><li>Lowered operating costs which therefore raise margins </li></ul><ul><ul><li>$12,000 v/s $45,000 for McDonalds </li></ul></ul><ul><ul><ul><li>Makes it appealing to investors </li></ul></ul></ul>FRANCHISHING
    6. 6. <ul><li>1 st entered into world market in 1984 in the </li></ul><ul><li>Middle East nation of Bahrain </li></ul><ul><ul><li>“ Used development agents to </li></ul></ul><ul><ul><li>recruit franchises and assist in growth. </li></ul></ul><ul><li>Core menu was left unchanged, </li></ul><ul><li>with exception of religious and </li></ul><ul><li>cultural consideration. </li></ul>
    7. 7. <ul><li>“ In summary, Subway’s success consisted of a strong brand based on a unique value proposition aimed at a dissatisfied target segment. The company’s low-cost franchising strategy has allowed Subway to flourish both domestically and overseas.” </li></ul>
    8. 8. Company Profile :
    9. 9. Products
    10. 10. Company Profile :
    11. 11. <ul><li>The entire logo is used to convey the meaning intended and avoid tarnishing or misrepresenting the intended image. </li></ul><ul><li>The logo is of a size and resolution sufficient to maintain the quality intended by the company. </li></ul>
    12. 12. <ul><li>  Identify the brand Subway:- a subject of public interest. </li></ul><ul><li>  Help the reader identify the brand. </li></ul><ul><li>  assure the readers that they have reached the right article containing critical commentary about the brand. </li></ul><ul><li>Any substitute would fail to convey the meaning intended. </li></ul>Significance
    13. 13. <ul><li>The Asia-Pacific fast food market has experienced 11.7 % growth between 1999 and 2003. </li></ul><ul><li>The market was worth $77.9 billion in 2003, an increase of 55.8 % since 1999. </li></ul><ul><li>This growth is considerably stronger than the overall global market and is driven by the large-scale expansion of the Chinese market 83 % </li></ul><ul><li>In terms of value, Asia-Pacific represented 28.3 % of the global market in revenues for fast food in 2003. </li></ul>
    14. 14. <ul><li>KFC McDonalds </li></ul><ul><li>Burger King </li></ul>Competitors :
    15. 15. <ul><li>:- First submarine </li></ul><ul><li>sandwich shop in bridgeport. </li></ul><ul><li>Called as Peter’s Super </li></ul><ul><li>Submarines. </li></ul><ul><li>Avg. cost was 49 cents </li></ul><ul><li>to 69 cents. </li></ul>
    16. 16. <ul><li>1966 :- Fred hoped to make enough </li></ul><ul><li>money to pay his college tuition and </li></ul><ul><li>become a medical doctor. </li></ul><ul><li>Dr. Buck </li></ul>
    17. 17. <ul><li>Fifth sandwich shop is opened. </li></ul><ul><li>First time the name “Subway” is used. </li></ul>
    18. 18. <ul><li>1975 :- Sandwich </li></ul><ul><li>“ BMT” is first introduced. </li></ul><ul><li>It is named for the “Brooklyn </li></ul><ul><li>Manhattan transit” system </li></ul>
    19. 19. <ul><li>1977 :- The “Snak” sub sandwich is introduced. </li></ul><ul><li>1980 :- Salads are introduced to the menu. </li></ul>
    20. 20. <ul><li>1983 :- Ranked number in the sub </li></ul><ul><li>sandwich category in the </li></ul><ul><li>Entrepreneur magazine. </li></ul><ul><li>Introduced freshly baked bread to the menu. </li></ul>
    21. 21. <ul><li>1984 :- Opens its first international location in Bahrain. </li></ul><ul><li>Small island country in middle east. </li></ul>
    22. 22. <ul><li>1985 :- Steak, cheese and wheat bread are added to the menu. </li></ul><ul><li>Celebrates opening of the 500 th unit . </li></ul><ul><li>First restaurant in “Puerto Rico”. </li></ul><ul><li>38 th in the “Venture “ magazine. </li></ul>
    23. 23. <ul><li>1989 :- Present in all 50 states. </li></ul><ul><li>Restaurant number 3000 opens in North Muskegon, Michigan. </li></ul><ul><li>First location opens on the south pacific island of Guam. </li></ul>
    24. 24. <ul><li>1990:- deli style roll is introduced. </li></ul><ul><li>Reaches goal of 5000 restaurants with opening in Texas. </li></ul><ul><li>First restaurant is Mexico and in St. Maarten is in Netherlands Antilles. </li></ul>
    25. 25. <ul><li>1991 :- Kids pak meal is introduced. </li></ul><ul><li>First restaurant on college campus in amusement park in Aruba. </li></ul><ul><li>First subway network TV </li></ul><ul><li>commercials airs. </li></ul>
    26. 26. <ul><li>1995 :- First New Zealand restaurant </li></ul><ul><li>in Parnell, Auckland. </li></ul><ul><li>Fred Deluca and his wife visit New Zealand first time to attend store opening. </li></ul><ul><li>Supporter of 5+ day program. </li></ul>
    27. 27. <ul><ul><li>1996: - </li></ul></ul><ul><li>Motion picture “Happy Gilmore”. </li></ul><ul><li>Brand also featured in Mel Gibsome film “Ransom”. </li></ul>
    28. 28. <ul><li>1997 :- Featuring 7 submarine sandwiches with 6 grams of fat or less, introduced. </li></ul><ul><li>2001 :- Fresh veggie, the </li></ul><ul><li>cucumber is added to subway menu. </li></ul>
    29. 29. <ul><li>2002: - Surpasses the number of Mc Donalds restaurants in U.S . </li></ul><ul><li>Record breaking 2027 restaurants. </li></ul><ul><li>2003 :-Subway New Zealand is signed as sponsor of “Darryll King Motor Cross Team”. </li></ul>
    30. 30. <ul><li>2004: - 100 th restaurant in New Zealand by Marcus Griffin in Gisborne. </li></ul><ul><li>Introduces Carb -controlled Wraps. </li></ul>
    31. 31. <ul><li>2005 :- Celebration of 40 th anniversary. </li></ul><ul><li>Fresh toasted subs are added to subway menu. </li></ul><ul><li>2006 :- Subway Express. </li></ul><ul><li>Official sponsor of Avanti </li></ul><ul><li>Cycling team. </li></ul>
    32. 32. <ul><li>2007: Launches subway Fresh Fit for Kids Meals. </li></ul><ul><li>First subway Eco Store in Flourida. </li></ul><ul><li>Present:-Subway Avanti Cycling team is UCI registered. </li></ul>