Report on Marketing and Communication in Subway

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Marketing and communication
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Table of Contents
Table of Contents.............................................................................................................................1
Introduction......................................................................................................................................2
Concepts of market orientation for Subway....................................................................................3
Product orientation.......................................................................................................................3
Marketing orientation..................................................................................................................4
Market orientation for Subway........................................................................................................4
Determination of the marketing environment..................................................................................5
Determination of the marketing strategies.......................................................................................6
Effective segmentation strategy for Subway...................................................................................6
Marketing mix strategy for Subway................................................................................................7
Product.........................................................................................................................................7
Price.............................................................................................................................................7
Place.............................................................................................................................................8
Evaluation of the promotional mix..................................................................................................8
Promotional mix element for Subway.............................................................................................9
Promotional channels of Subway....................................................................................................9
Key message of the video campaign.............................................................................................10
Target audience of the video campaign.........................................................................................10
AIDA marketing theory.................................................................................................................10
Evaluating the effectiveness of the video campaign......................................................................11
Conclusion.....................................................................................................................................11
Reference.......................................................................................................................................12

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Introduction
In the current global scenario of fast food industry, Subway is one of the leading fast food
chains in the world. Currently, they are having more than 45000 stores in more than 100
counties. Thus, Subway is having huge and vast market penetration around the world. It is also
being reported that Subway is the largest brand of restaurant in the world. Though in the current
time there are numbers of competitors are present in the market for Subway, they are having
their own competitive advantages over the others (Subway.com 2018). One of the major
competitive advantages for Subway over their competitors is their product offerings. This is due
to the reason that Subway mainly caters with different types of sandwiches, which they market as
healthier option over the offerings of their competitors.
Subway enjoys the market leadership status over their competitors by offerings healthier
products such as salads and sandwiches over the fried items of their major competitors.
However, the product offerings of Subway are different and diverse in different regions around
the world in accordance to the local taste and preference pattern (Lesser et al. 2013). This report
will discuss about the marketing approach of Subway along with discussing the marketing
orientation of them. In addition, this report will also discuss about the environmental factors of
Subway along with their level of influence. The marketing strategies of Subway including the
marketing mix of them will also be discussed and evaluated in this report. In this report, one of
the recent advertisements of Subway will be critically analyzed and different elements of the
promotional video will be identified. The core objective, target audience and competitor analysis
of the promotional video will also be discussed in this report.

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Concepts of market orientation for Subway
Product orientation
One of the earliest marketing concepts being followed by the business organizations is
product orientation. According to this concept, organizations produce maximum number of same
type of products and it was assumed that if the products are durable then it will get sold in the
market (Bacile, Ye and Swilley 2014). One of the major advantages of this concept is that,
organizations can gain economies of scale from having the maximum level of production. This is
due to the reason that the more will be the rate of production of similar type of products, the less
will be the average cost of production. However, on the other hand, the major disadvantage of
this concept is not meeting the expectation and requirement of the market. This is due to the
reason that there is higher probability of getting the requirement of the customers wrong and thus
the more will be the rate of production of the similar types of products, the more will be the risk
for loss.
In addition, in the current time, product orientation concept is more irrelevant due to the
reason that customers are more diversified than ever before and their requirements and
preference patterns are also different. Thus if the product orientation concept is initiated then the
organizations will not be able to cater to different sets of expectations of the customers. Rather
they will have to depend on single product variant. It is also to be noted that majority of the
business organizations are having multiple and diverse product portfolio in the market, in
competing with them, product orientation will not be effective enough. In addition, product
concept is also not applicable for those sectors where scenario is rapidly and frequently
changing.