We conducted qualitative and quantitative surveys about Subway's brand image and loyalty in Pakistan and analyzed the collected data.
And then designed the Mental Association Map & Customer-Based Brand Equity (CBBE) Model to show the brand's success and customers' attitudes and devised tactical recommendations for the future.
Le French Cafe is a unique French breakfast cafe founded by Agnes and Quinten. They serve homemade French cuisine like crepes and macaroons. While in a competitive market, opportunities exist to grow by emphasizing affordable pricing and food. The IMC plan targets CU students through registering with the Flatiron Meal Plan and hosting "Study Nights". The Flatiron plan utilizes social media, email marketing and on-campus flyers. Study Nights employs print ads and social media ads during midterms and finals with sales promotions. Budgets project increased awareness, visits and profits through both initiatives.
This document discusses the history and branding of the Subway restaurant chain. It outlines key elements of the Subway brand such as its original name and logo, founding vision, and goals of serving quality food and excellent customer service. The document also analyzes Subway's brand portfolio, awareness, positioning, personality, marketing strategies, and crisis management response to a controversial ingredient. It provides recommendations for improving Subway's brand positioning and associations to maintain its image as a healthy fast food option.
Nescafe is an instant coffee brand owned by Nestle that was introduced in 1938. It has a global market share of 22.7% and is sold worldwide. In India, Nescafe has a market share of around 45% and competes primarily with Bru. Nescafe targets urban young professionals through positioning itself as a quality product that keeps them active. It has run various advertising campaigns in India such as "Know Your Neighbors", "My First Cup", and "The Nescafe Moments" to promote bonding and sharing over a cup of Nescafe coffee.
This marketing plan for Nespresso was prepared by Khan Mohd Eshtiaque and Naye Carla Farid Moussa, two students at IE Business School. The project was personally supervised by Professor Ramón Méndez of IE Business School & Partner at BMC Strategic Innovation. The marketing plan includes the Market Analysis, Consumer Analysis, Competitive Overview, Brand Equity Analysis, SWOT Analysis, Brand Benefit Ladder, Positioning and finishes with Objectives, Marketing Strategies and the 4P's.
Naye Moussa has been an intern with the e-commerce and online marketing department of Adolfo Dominguez, a leading Spanish fashion designer. She has also worked with the European office of New York University and has been a store model for Abercrombie & Fitch.
Khan Mohd Eshtiaque has previously interned as an M&A summer analyst with BDO Corporate Finance and also interned in the Private Banking department of HSBC.
You can contact them at eshtiaque@student.ie.edu or nmoussa.bba2010@student.ie.edu.
Jungle Bar is a new protein bar infused with crickets that provides sustained energy and nutrition. It is reaching the final stages of its Kickstarter campaign to raise $15,000 for full development and launch. This public relations plan aims to raise awareness of Jungle Bar's health benefits and unique use of insects as a protein source. Key strategies include partnering with fitness centers and athletes to distribute samples, conducting street sampling events in New York City, and leveraging social and traditional media influencers to generate buzz around Jungle Bar's launch. The goal is to help Jungle Bar exceed its Kickstarter goal and introduce more people to the nutritional advantages of entomophagy.
the foodpanda group is a global mobile food delivery marketplace headquartered in Berlin, Germany, and operating in 40 countries and territories, including India, Pakistan, Russia, Brazil, Mexico and Singapore. The service allows users to select from local restaurants and place orders via the mobile application as well as the website. The company has partnered with over 58,000 restaurants.
Starbucks began in 1971 as a roaster and retailer of coffee beans and related products with a single store in Seattle. It has since grown into a global brand with over 21,000 retail stores across 66 countries. Starbucks aims to inspire customers through high-quality coffee and a welcoming store environment. The company focuses on ethical sourcing of coffee beans and environmental sustainability while fostering community involvement. Starbucks strives to treat its employees, called partners, with respect through health benefits and equity ownership in the company.
We conducted qualitative and quantitative surveys about Subway's brand image and loyalty in Pakistan and analyzed the collected data.
And then designed the Mental Association Map & Customer-Based Brand Equity (CBBE) Model to show the brand's success and customers' attitudes and devised tactical recommendations for the future.
Le French Cafe is a unique French breakfast cafe founded by Agnes and Quinten. They serve homemade French cuisine like crepes and macaroons. While in a competitive market, opportunities exist to grow by emphasizing affordable pricing and food. The IMC plan targets CU students through registering with the Flatiron Meal Plan and hosting "Study Nights". The Flatiron plan utilizes social media, email marketing and on-campus flyers. Study Nights employs print ads and social media ads during midterms and finals with sales promotions. Budgets project increased awareness, visits and profits through both initiatives.
This document discusses the history and branding of the Subway restaurant chain. It outlines key elements of the Subway brand such as its original name and logo, founding vision, and goals of serving quality food and excellent customer service. The document also analyzes Subway's brand portfolio, awareness, positioning, personality, marketing strategies, and crisis management response to a controversial ingredient. It provides recommendations for improving Subway's brand positioning and associations to maintain its image as a healthy fast food option.
Nescafe is an instant coffee brand owned by Nestle that was introduced in 1938. It has a global market share of 22.7% and is sold worldwide. In India, Nescafe has a market share of around 45% and competes primarily with Bru. Nescafe targets urban young professionals through positioning itself as a quality product that keeps them active. It has run various advertising campaigns in India such as "Know Your Neighbors", "My First Cup", and "The Nescafe Moments" to promote bonding and sharing over a cup of Nescafe coffee.
This marketing plan for Nespresso was prepared by Khan Mohd Eshtiaque and Naye Carla Farid Moussa, two students at IE Business School. The project was personally supervised by Professor Ramón Méndez of IE Business School & Partner at BMC Strategic Innovation. The marketing plan includes the Market Analysis, Consumer Analysis, Competitive Overview, Brand Equity Analysis, SWOT Analysis, Brand Benefit Ladder, Positioning and finishes with Objectives, Marketing Strategies and the 4P's.
Naye Moussa has been an intern with the e-commerce and online marketing department of Adolfo Dominguez, a leading Spanish fashion designer. She has also worked with the European office of New York University and has been a store model for Abercrombie & Fitch.
Khan Mohd Eshtiaque has previously interned as an M&A summer analyst with BDO Corporate Finance and also interned in the Private Banking department of HSBC.
You can contact them at eshtiaque@student.ie.edu or nmoussa.bba2010@student.ie.edu.
Jungle Bar is a new protein bar infused with crickets that provides sustained energy and nutrition. It is reaching the final stages of its Kickstarter campaign to raise $15,000 for full development and launch. This public relations plan aims to raise awareness of Jungle Bar's health benefits and unique use of insects as a protein source. Key strategies include partnering with fitness centers and athletes to distribute samples, conducting street sampling events in New York City, and leveraging social and traditional media influencers to generate buzz around Jungle Bar's launch. The goal is to help Jungle Bar exceed its Kickstarter goal and introduce more people to the nutritional advantages of entomophagy.
the foodpanda group is a global mobile food delivery marketplace headquartered in Berlin, Germany, and operating in 40 countries and territories, including India, Pakistan, Russia, Brazil, Mexico and Singapore. The service allows users to select from local restaurants and place orders via the mobile application as well as the website. The company has partnered with over 58,000 restaurants.
Starbucks began in 1971 as a roaster and retailer of coffee beans and related products with a single store in Seattle. It has since grown into a global brand with over 21,000 retail stores across 66 countries. Starbucks aims to inspire customers through high-quality coffee and a welcoming store environment. The company focuses on ethical sourcing of coffee beans and environmental sustainability while fostering community involvement. Starbucks strives to treat its employees, called partners, with respect through health benefits and equity ownership in the company.
Advertising & Brand Management Project in which we understand the recent trends in market with industry analysis and then in depth study of the market leader i.e FritoLays. Then we analyse their ad campaigns. Moving on we create our own Quick Snack brand Crispies with proper SWOT, brand associations and Pricing Strategy. Lastly, we have created our own ad campaign for our brand.
Grupo Nutresa se fundó en 1920 como Compañía Nacional de Chocolates en Medellín, Colombia. A lo largo de los años, la compañía ha adquirido y fusionado con varias otras empresas de alimentos para convertirse en el principal conglomerado de alimentos de Colombia. Hoy en día, Grupo Nutresa opera en varios sectores de alimentos, incluyendo galletas, café, cárnicos, helados, pastas y chocolates, tanto en Colombia como en otros países de América Latina.
1) The document discusses the history and branding strategies of Starbucks, from its founding in 1971 to its current global expansion.
2) It outlines Starbucks' growth strategies including market penetration, new products, and diversification through brand extensions.
3) The success of the Starbucks brand is attributed to creating a premium coffeehouse experience and lifestyle brand through its stores, partnerships, and global expansion.
Milo aims to increase awareness and sales in Lahore through various marketing objectives and strategies. It currently dominates the niche market of 3-13 year olds. The marketing plan identifies Milo's target segment as future champions aged 3-13 and analyzes strengths, weaknesses, opportunities and threats. Strategies include promotional events, advertising, and expanding product variety. The budget estimates the powdered chocolate drink market at $6 billion and allocates $35 billion for Milo promotions based on population data. Recommendations include maintaining marketing efforts, introducing new flavors, and using events and social media for promotion.
Starbucks was founded in 1971 in Seattle, Washington by three partners. It opened its first store in Pike Place to sell high quality coffee beans and equipment. In the 1990s, it expanded throughout the US and became a publicly traded company. In 2011, Starbucks announced plans to open locations in India through a joint venture with Tata Global Beverages called Tata Starbucks. As of 2016, Tata Starbucks had 84 outlets across 7 Indian cities. Starbucks offers various coffee beans, hot and iced coffee drinks, as well as Indian food items. It has established brand elements like its distinctive logo and sustainable packaging strategy. Starbucks faces competition in India from cafes like Cafe Coffee Day, Costa Coffee and Barista.
Starbucks aims to promote its healthy food and drink options to reach new customers. Its digital marketing strategy has three parts: social media promoting lower calorie items, online ads targeting keywords like "skinny coffee", and a mobile app and text program with coupons for healthy purchases. The $1.775 million budget will be split across these channels. Metrics will track engagement on social media and the app and coupon usage. The strategy aims to better position Starbucks as a healthy establishment and improve lives by inspiring healthy choices.
The document summarizes Nestle Ltd., a company founded in 1866 in Switzerland. It discusses Nestle India, a subsidiary that manufactures popular brands like Nescafe, Maggi, and KitKat. The document then outlines Nestle's mission, history, products, marketing strategies, and future plans for expanding their Milo brand in India through new products, packaging, pricing, placement, and promotion. It provides a financial overview of the proposed Milo marketing campaign and launch. In summary, the document presents a case for launching new Milo products in India by analyzing Nestle's business and marketing strategies.
Nescafe is looking to target young consumers in Pakistan, particularly students and young professionals. They aim to position themselves as a sophisticated yet fun brand. Nescafe wants to be seen as the leading brand of instant coffee and encourage potential consumers to purchase their new cafe menu range.
Their marketing strategy focuses on differentiating themselves from competitors by targeting younger demographics and positioning themselves as a lifestyle brand for students and professionals. They have introduced new flavors under the Nescafe KappiKottai brand to attract variety seekers.
Nescafe uses a multi-brand strategy with brands like Classic, Frothe and Frappe to target different segments. Their objective is to gain market share
A presentation on world's number 1 fast food chain "SUBWAY". Here we have covered all the aspects of Total Quality Management including dimensions of quality, problems and rewards. Hope you will find it helpful.
Nestle is the world's largest food and beverage company. Their Nescafe brand is the leading global coffee brand. The marketing mix for Nescafe includes products like instant coffee sachets in various sizes and prices. The target market is coffee drinkers aged 25-40. Nescafe uses promotion through television, newspapers, social media. It positions itself as offering 100% pure coffee made from fine beans that can be enjoyed conveniently anywhere.
Nespresso was created in 1986 as a subsidiary of Nestle. It nearly went bankrupt but now has a turnover of over $3 billion. Nespresso's success is due to its effective brand positioning focusing on high quality coffee, excellent customer service, and strong branding. It positions itself as a premium brand through its boutique stores and coffee club membership. However, its unique positioning may not enable it to resist new competition from Jacobs Douwe Egberts, which has a larger market share and can produce compatible capsules at lower prices.
Tim Hortons is a Canadian fast food restaurant chain founded in 1964 that is now the largest coffee chain in Canada. It started with a small restaurant in Ontario serving coffee and donuts and has since expanded to over 4,500 locations worldwide through franchising. In 2014, Tim Hortons merged with Burger King in a $11.4 billion deal to facilitate international expansion. The company focuses on high quality coffee and food products, excellent customer service, and community involvement as keys to its success.
Snickers Ad Campaign “You’re Not You When You’re Hungry”Edmund Siah-Armah
The results indicate that contingency approach followed by the global advertising strategy contributes to the powerful effect of advertising through the best delivery of the value to the consumers.
1) The document outlines four marketing principles based on foundational concepts: (1) All customers differ, (2) All customers change, (3) All competitors react, and (4) All resources are limited.
2) For each principle, frameworks and processes are presented for managing the relevant marketing challenges. For principle one, frameworks address managing customer heterogeneity through segmentation, targeting and positioning.
3) Subsequent principles cover managing customer dynamics, sustainable competitive advantage, and resource trade-offs with frameworks for acquisition, expansion, retention strategies and balancing marketing mix elements respectively.
What make the advertising campaign of Coca-Cola successfull?Ng Tuấn
Nguyen Le Tuan presented on the Coca-Cola company and its successful "Share a Coke" advertising campaign. Coca-Cola is an American multinational corporation that invented Coke in 1893 and now has products available in over 200 countries. The "Share a Coke" campaign removed the Coca-Cola logo from bottles and replaced it with names, making consumers feel special to find their name. It also allowed customization and spread to 123 countries. The campaign was successful because it connected with consumers personally, encouraged social media promotion, stimulated curiosity, and created a feeling of sharing with others.
Management: Preformed SWOT analysis and created a comprehensive detailed business plan for Monster Energy Drink. Plan was intended for future implementation and included sponsorship opportunities, sub products, and ways to become a greener company while ensuring industry competitiveness.
Lê Thị Huỳnh Như - K0224 - Enter Digital - Cocacola.pdfHọc viện Kstudy
Bài tập cuối môn Enter Digital
Thời lượng:
3 buổi marketing căn bản
1 buổi xây dượng thương hiệu cá nhân trên MXH
2 buổi Facebook Ads cơ bản
Giảng viên: Nguyễn Đình Khiêm
Học viện Kstudy
Tòa nhà Kstudy, KĐT Trung Văn, Nam Từ Liêm, Hà Nội
ĐT: 0559 456 678
www.kstudy.edu.vn
Advertising & Brand Management Project in which we understand the recent trends in market with industry analysis and then in depth study of the market leader i.e FritoLays. Then we analyse their ad campaigns. Moving on we create our own Quick Snack brand Crispies with proper SWOT, brand associations and Pricing Strategy. Lastly, we have created our own ad campaign for our brand.
Grupo Nutresa se fundó en 1920 como Compañía Nacional de Chocolates en Medellín, Colombia. A lo largo de los años, la compañía ha adquirido y fusionado con varias otras empresas de alimentos para convertirse en el principal conglomerado de alimentos de Colombia. Hoy en día, Grupo Nutresa opera en varios sectores de alimentos, incluyendo galletas, café, cárnicos, helados, pastas y chocolates, tanto en Colombia como en otros países de América Latina.
1) The document discusses the history and branding strategies of Starbucks, from its founding in 1971 to its current global expansion.
2) It outlines Starbucks' growth strategies including market penetration, new products, and diversification through brand extensions.
3) The success of the Starbucks brand is attributed to creating a premium coffeehouse experience and lifestyle brand through its stores, partnerships, and global expansion.
Milo aims to increase awareness and sales in Lahore through various marketing objectives and strategies. It currently dominates the niche market of 3-13 year olds. The marketing plan identifies Milo's target segment as future champions aged 3-13 and analyzes strengths, weaknesses, opportunities and threats. Strategies include promotional events, advertising, and expanding product variety. The budget estimates the powdered chocolate drink market at $6 billion and allocates $35 billion for Milo promotions based on population data. Recommendations include maintaining marketing efforts, introducing new flavors, and using events and social media for promotion.
Starbucks was founded in 1971 in Seattle, Washington by three partners. It opened its first store in Pike Place to sell high quality coffee beans and equipment. In the 1990s, it expanded throughout the US and became a publicly traded company. In 2011, Starbucks announced plans to open locations in India through a joint venture with Tata Global Beverages called Tata Starbucks. As of 2016, Tata Starbucks had 84 outlets across 7 Indian cities. Starbucks offers various coffee beans, hot and iced coffee drinks, as well as Indian food items. It has established brand elements like its distinctive logo and sustainable packaging strategy. Starbucks faces competition in India from cafes like Cafe Coffee Day, Costa Coffee and Barista.
Starbucks aims to promote its healthy food and drink options to reach new customers. Its digital marketing strategy has three parts: social media promoting lower calorie items, online ads targeting keywords like "skinny coffee", and a mobile app and text program with coupons for healthy purchases. The $1.775 million budget will be split across these channels. Metrics will track engagement on social media and the app and coupon usage. The strategy aims to better position Starbucks as a healthy establishment and improve lives by inspiring healthy choices.
The document summarizes Nestle Ltd., a company founded in 1866 in Switzerland. It discusses Nestle India, a subsidiary that manufactures popular brands like Nescafe, Maggi, and KitKat. The document then outlines Nestle's mission, history, products, marketing strategies, and future plans for expanding their Milo brand in India through new products, packaging, pricing, placement, and promotion. It provides a financial overview of the proposed Milo marketing campaign and launch. In summary, the document presents a case for launching new Milo products in India by analyzing Nestle's business and marketing strategies.
Nescafe is looking to target young consumers in Pakistan, particularly students and young professionals. They aim to position themselves as a sophisticated yet fun brand. Nescafe wants to be seen as the leading brand of instant coffee and encourage potential consumers to purchase their new cafe menu range.
Their marketing strategy focuses on differentiating themselves from competitors by targeting younger demographics and positioning themselves as a lifestyle brand for students and professionals. They have introduced new flavors under the Nescafe KappiKottai brand to attract variety seekers.
Nescafe uses a multi-brand strategy with brands like Classic, Frothe and Frappe to target different segments. Their objective is to gain market share
A presentation on world's number 1 fast food chain "SUBWAY". Here we have covered all the aspects of Total Quality Management including dimensions of quality, problems and rewards. Hope you will find it helpful.
Nestle is the world's largest food and beverage company. Their Nescafe brand is the leading global coffee brand. The marketing mix for Nescafe includes products like instant coffee sachets in various sizes and prices. The target market is coffee drinkers aged 25-40. Nescafe uses promotion through television, newspapers, social media. It positions itself as offering 100% pure coffee made from fine beans that can be enjoyed conveniently anywhere.
Nespresso was created in 1986 as a subsidiary of Nestle. It nearly went bankrupt but now has a turnover of over $3 billion. Nespresso's success is due to its effective brand positioning focusing on high quality coffee, excellent customer service, and strong branding. It positions itself as a premium brand through its boutique stores and coffee club membership. However, its unique positioning may not enable it to resist new competition from Jacobs Douwe Egberts, which has a larger market share and can produce compatible capsules at lower prices.
Tim Hortons is a Canadian fast food restaurant chain founded in 1964 that is now the largest coffee chain in Canada. It started with a small restaurant in Ontario serving coffee and donuts and has since expanded to over 4,500 locations worldwide through franchising. In 2014, Tim Hortons merged with Burger King in a $11.4 billion deal to facilitate international expansion. The company focuses on high quality coffee and food products, excellent customer service, and community involvement as keys to its success.
Snickers Ad Campaign “You’re Not You When You’re Hungry”Edmund Siah-Armah
The results indicate that contingency approach followed by the global advertising strategy contributes to the powerful effect of advertising through the best delivery of the value to the consumers.
1) The document outlines four marketing principles based on foundational concepts: (1) All customers differ, (2) All customers change, (3) All competitors react, and (4) All resources are limited.
2) For each principle, frameworks and processes are presented for managing the relevant marketing challenges. For principle one, frameworks address managing customer heterogeneity through segmentation, targeting and positioning.
3) Subsequent principles cover managing customer dynamics, sustainable competitive advantage, and resource trade-offs with frameworks for acquisition, expansion, retention strategies and balancing marketing mix elements respectively.
What make the advertising campaign of Coca-Cola successfull?Ng Tuấn
Nguyen Le Tuan presented on the Coca-Cola company and its successful "Share a Coke" advertising campaign. Coca-Cola is an American multinational corporation that invented Coke in 1893 and now has products available in over 200 countries. The "Share a Coke" campaign removed the Coca-Cola logo from bottles and replaced it with names, making consumers feel special to find their name. It also allowed customization and spread to 123 countries. The campaign was successful because it connected with consumers personally, encouraged social media promotion, stimulated curiosity, and created a feeling of sharing with others.
Management: Preformed SWOT analysis and created a comprehensive detailed business plan for Monster Energy Drink. Plan was intended for future implementation and included sponsorship opportunities, sub products, and ways to become a greener company while ensuring industry competitiveness.
Lê Thị Huỳnh Như - K0224 - Enter Digital - Cocacola.pdfHọc viện Kstudy
Bài tập cuối môn Enter Digital
Thời lượng:
3 buổi marketing căn bản
1 buổi xây dượng thương hiệu cá nhân trên MXH
2 buổi Facebook Ads cơ bản
Giảng viên: Nguyễn Đình Khiêm
Học viện Kstudy
Tòa nhà Kstudy, KĐT Trung Văn, Nam Từ Liêm, Hà Nội
ĐT: 0559 456 678
www.kstudy.edu.vn
Được thành lập vào tháng 11 năm 2022 bởi 6 thành viên gồm có: Chử Nguyễn Đình Thi, Nguyễn Trung Hiếu, Đặng Thị Thương, Lê Thị Hoa, Nguyễn Thị Diễm Quỳnh, Nguyễn Huyền Trang
Smartbiz_He thong MES nganh may mac_2024juneSmartBiz
Cách Hệ thống MES giúp tối ưu Quản lý Sản xuất trong ngành May mặc như thế nào?
Ngành may mặc, với đặc thù luôn thay đổi theo xu hướng thị trường và đòi hỏi cao về chất lượng, đang ngày càng cần những giải pháp công nghệ tiên tiến để duy trì sự cạnh tranh. Bạn đã bao giờ tự hỏi làm thế nào mà những thương hiệu hàng đầu có thể sản xuất hàng triệu sản phẩm với độ chính xác gần như tuyệt đối và thời gian giao hàng nhanh chóng? Bí mật nằm ở hệ thống Quản lý Sản xuất (MES - Manufacturing Execution System).
Hãy cùng khám phá cách hệ thống MES đang cách mạng hóa ngành may mặc và mang lại những lợi ích vượt trội như thế nào.
1. A brand audit of Subway
One of the world's largest fast-food chains, would involve an evaluation of the company's
branding and marketing strategies, consumer perceptions of the brand, and its overall
performance in the market. Here are some key factors to consider:
Brand identity: Subway is known for its focus on healthy food options, with a wide variety of
sandwich and salad choices. Their brand identity emphasizes fresh ingredients and
customization, allowing customers to create their own unique meals.
Marketing strategies: Subway has relied heavily on celebrity endorsements in its marketing
campaigns, including partnerships with athletes like Michael Phelps and Serena Williams.
They have also recently launched a new advertising campaign called "Eat Fresh Refresh,"
which focuses on updating and improving their menu options.
Competition: Subway faces intense competition from other fast-food chains, including
McDonald's, Burger King, and Wendy's. They have also faced increased competition in
recent years from newer fast-casual chains like Chipotle and Sweetgreen.
Consumer perception: Subway has faced several challenges in recent years, including
negative press related to the quality of their food and concerns over their use of
preservatives. They have also struggled with declining sales and store closures in certain
markets.
Social responsibility: Subway has made efforts to position themselves as a socially
responsible company, including a commitment to using sustainably sourced ingredients and
reducing their environmental impact.
Overall, a brand audit of Subway would need to take into account both the strengths and
weaknesses of the company's branding and marketing strategies, as well as its performance
in the market and consumer perception of the brand.
Rebrand
Campaign Name: "Freshness that fits your taste buds!"
Objective: To increase awareness of Subway's fresh and healthy food offerings
among Vietnamese consumers and to drive traffic to Subway stores.
Target Audience: Health-conscious Vietnamese consumers who are looking for a
healthy and delicious alternative to traditional fast food.
Marketing Channels:
Social media advertising: Use Facebook and Instagram ads to reach Vietnamese
consumers who are interested in healthy food and fitness. Create eye-catching
visuals of Subway sandwiches with fresh vegetables and ingredients to promote the
brand's freshness.
2. Influencer marketing: Partner with popular Vietnamese food and fitness bloggers
and influencers to promote Subway's healthy menu offerings. Invite them to try the
menu and create content about their experience, using the hashtag
#FreshnessThatFitsYourTasteBuds.
Sampling events: Host sampling events at busy locations in major cities such as
Hanoi and Ho Chi Minh City. Set up a booth with Subway sandwiches and samples of
fresh vegetables and ingredients used in the sandwiches. Offer discounts and
coupons to those who try the sandwiches.
Mobile app promotions: Launch a mobile app that allows customers to order online
and customize their sandwiches with fresh ingredients. Offer exclusive discounts
and promotions to app users to drive downloads and usage.
PR and media outreach: Work with local media outlets to showcase Subway's
healthy and fresh offerings. Invite journalists to tour Subway stores and try the
sandwiches. Secure coverage in lifestyle and health publications and blogs.
Loyalty program: Launch a loyalty program that rewards customers for their
purchases with Subway. Offer exclusive discounts, free sandwiches, and other perks
to loyal customers to keep them coming back.
By implementing a multi-channel marketing campaign that focuses on Subway's
fresh and healthy menu offerings, the brand can build awareness, drive traffic to its
stores, and win over health-conscious Vietnamese consumers.
Marketing strategies
Subway is a popular fast-food chain that specializes in sandwiches and salads. It is
known for its "build your own sandwich" concept, where customers can choose from
a variety of bread, meats, vegetables, and sauces to create their own custom-made
sandwich. Here are some of Subway's marketing strategies:
Product innovation: Subway has a reputation for offering healthy and fresh food
options. They have been able to stay ahead of the curve by continuously innovating
their menu to include vegetarian and vegan options, gluten-free bread, and fresh
ingredients.
Promotions and Discounts: Subway often runs promotions and discounts on its
products to entice customers to try new menu items or to encourage repeat
purchases. This includes limited-time offers such as "buy one, get one free" deals or
discounts on specific sandwiches.
Partnerships and sponsorships: Subway has partnered with several organizations to
promote its brand and products. For example, it has partnered with the American
Heart Association to offer Heart-Check Certified menu items, which are lower in
saturated fat, cholesterol, and sodium.
3. Quan hệ đối tác và tài trợ: Subway đã hợp tác với một số tổ chức để quảng bá
thương hiệu và sản phẩm của mình. Ví dụ: nó đã hợp tác với Hiệp hội Tim mạch Hoa
Kỳ để cung cấp các món ăn trong thực đơn được Chứng nhận Kiểm tra Tim mạch, có
hàm lượng chất béo bão hòa, cholesterol và natri thấp hơn.
Social media marketing: Subway has a strong social media presence, with active
accounts on platforms such as Facebook, Instagram, and Twitter. They use these
channels to promote their products, share customer reviews and feedback, and run
contests and giveaways.
Targeted advertising: Subway has used targeted advertising to reach specific
demographics, such as college students or health-conscious individuals. For
example, they have partnered with universities to offer meal plans to students, and
they have advertised their healthy menu options to health-conscious individuals.
Overall, Subway's marketing strategy focuses on promoting its healthy and fresh
food options, while also offering promotions and discounts to attract customers.
They also use social media and targeted advertising to reach specific demographics
and partner with organizations to promote their brand and products
Subway's mission is to be the world's leading provider of delicious, nutritious, and
convenient sandwiches, salads, and other food options that meet the dietary needs and
preferences of their customers. Subway aims to accomplish this by providing high-
quality ingredients, exceptional customer service, and a welcoming atmosphere in their
restaurants.
Vision:
Subway's vision is to create a world where people can enjoy nutritious and tasty food
that's also affordable and convenient. They aim to do this by continuing to innovate and
improve their menu offerings, expanding their global presence, and building strong
relationships with their customers, franchisees, and employees. Ultimately, Subway
hopes to inspire healthier and happier communities by promoting healthy eating habits
and sustainable practices.
Position
Its brand position is focused on providing fresh and healthy fast food options.
Subway's brand message emphasizes their commitment to using fresh ingredients,
offering healthier options, and providing customizable sandwich options to meet the
unique preferences and dietary needs of each customer.
4. The brand also focuses on offering a wide range of sandwich options, including
vegetarian and vegan options, and promoting their commitment to sustainability and
eco-friendliness.
Overall, Subway's brand position is centered on providing a healthier and more
customizable alternative to traditional fast food options.
Subway chủ yếu dựa vào sự chứng thực của người nổi tiếng trong các chiến dịch tiếp
thị của mình, bao gồm cả quan hệ đối tác với các vận động viên như Michael Phelps
và Serena Williams. Gần đây, họ cũng đã tung ra một chiến dịch quảng cáo mới có
tên "Eat Fresh Refresh", tập trung vào việc cập nhật và cải thiện các lựa chọn thực
đơn của họ.
Sứ mệnh của Subway là trở thành nhà cung cấp hàng đầu thế giới các loại bánh mì,
salad và các lựa chọn thực phẩm khác thơm ngon, bổ dưỡng và tiện lợi đáp ứng nhu
cầu và sở thích ăn kiêng của khách hàng. Subway đặt mục tiêu đạt được mục tiêu
này bằng cách cung cấp các nguyên liệu chất lượng cao, dịch vụ khách hàng xuất
sắc và bầu không khí thân thiện tại các nhà hàng của họ.
Tầm nhìn:
Tầm nhìn của Subway là tạo ra một thế giới nơi mọi người có thể thưởng thức những
món ăn bổ dưỡng, ngon miệng với giá cả phải chăng và thuận tiện. Họ đặt mục tiêu
làm điều này bằng cách tiếp tục đổi mới và cải thiện các dịch vụ trong thực đơn, mở
rộng sự hiện diện toàn cầu và xây dựng mối quan hệ bền chặt với khách hàng, người
được nhượng quyền và nhân viên của họ. Cuối cùng, Subway hy vọng sẽ truyền cảm
hứng cho các cộng đồng khỏe mạnh và hạnh phúc hơn bằng cách thúc đẩy thói quen
ăn uống lành mạnh và thực hành bền vững.
Subway đã “bê” nguyên công thức thuần Châu Âu để áp dụng cho thị trường Việt
Nam. Bánh mì Subway – với vị “nhàn nhạt” của chút muối lại áp dụng cho một khẩu
vị ưa thích sự đậm đà của nước mắm cốt, bột canh, xì dầu, tương ớt… Những nguyên
liệu được chế biến kiểu Châu Âu như jambon, thịt xông khói, ức gà, phô mai lại đem
phục vụ các thực khách vốn đã quá quen thuộc với pate, giò chả, thịt nướng… Chưa
hết, vỏ bánh mì kiểu phô mai, ngũ cốc hay yến mạch cũng xa lạ và khó ăn hơn so với
chiếc vỏ bánh làm bằng bột mì thông thường.
Đề cao tính bền vững: Tính bền vững là một vấn đề quan trọng ở Việt Nam và
Subway có thể nêu bật cam kết của họ đối với tính bền vững bằng cách tìm nguồn
cung ứng nguyên liệu được trồng tại địa phương và giảm tác động đến môi trường.
5. Điều này có thể bao gồm cung cấp bao bì có thể phân hủy được, sử dụng các nguồn
năng lượng tái tạo và hợp tác với các tổ chức địa phương để thúc đẩy tính bền vững.
Nâng cao trải nghiệm tại cửa hàng: Khách hàng Việt Nam coi trọng sự tiện lợi và
hiệu quả, vì vậy Subway có thể cải thiện trải nghiệm tại cửa hàng bằng cách cung cấp
dịch vụ nhanh hơn và nhiều tùy chọn đặt hàng được cá nhân hóa hơn. Điều này có
thể bao gồm triển khai các ki-ốt tự đặt hàng, cung cấp dịch vụ đặt hàng và thanh
toán trên thiết bị di động cũng như cung cấp nhiều lựa chọn chỗ ngồi hơn.