Integrated Marketing Communication Report: Subway's Peri Peri Chicken

This report provides an in-depth analysis of Subway's integrated marketing communication (IMC) strategy, focusing on the launch of their Peri Peri Chicken sandwich in the United States. The report begins with an executive summary and an introduction to the concept of IMC, emphasizing the importance of cohesive communication for promotional activities. It then analyzes the current market situation, highlighting Subway's global presence and the declining sales figures that necessitate a new product launch. The report outlines specific IMC objectives, including brand awareness, favorable attitude, brand loyalty, and sales objectives. A detailed promotional budget allocation is presented, covering various aspects like software, print and online media, public relations, events, and sponsorships. The report further explores the development of IMC tools, focusing on advertising and sales promotions. Finally, it discusses the importance of monitoring, evaluating, and controlling the IMC program through customer feedback. The report concludes by emphasizing the importance of effective communication for building customer relationships and increasing sales. The document is contributed by a student to be published on the website Desklib, a platform which provides all the necessary AI based study tools for students.

Running head: INTEGRATED MARKETING COMMUNICATION
Integrated Marketing Communication
Name of the Student:
Name of the University:
Author Note:

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Executive Summary
The study is extensively focusing on the development of integrated marketing communication
with special reference to the launch of Peri Peri Chicken by Subway. Subway, in spite of being
the biggest sandwich chain in the global market, has been experiencing the declines in sales
ratio. Therefore, the company is looking forward to establish the effective integrated marketing
communication by determining the necessary budget allocation and development of the IMC
tools. The obtained idea from the study determines the necessity of establishing the considerable
objectives for IMC development. On the other hand, it is also suggested that the implementation
of the advertising and sales promotions would be helpful in gathering the customers’ responses.
In addition to this, the study also generates the idea of the monitoring and controlling process by
reviving the necessary feedback of the customer through internet mediums.

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Table of Contents
1. Introduction..................................................................................................................................3
2. Analysis of the Current Market Situation....................................................................................3
3. Integrated Marketing Communication Objectives.......................................................................4
4. Promotional Budget Allocation...................................................................................................5
5. Development of IMC Tools.........................................................................................................6
6. Monitoring, Evaluation and Controlling the Program.................................................................7
7. Conclusion...................................................................................................................................8
References........................................................................................................................................9

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1. Introduction
Integrated marketing communication process ensures that the different forms of
communications and messages are properly linked together. The organisations require adopting
the proper communication tool to develop a skilled promotional activity (Luxton, Reid &
Mavondo 2015). The study would discuss the application of the integrated marketing
communication method by Subway to launch Peri Peri Chicken in United States. The
identification of the market scenario and the product specification would be analyzed in this
study. Concentrating on the IMC objectives, the study would present the description of the
required budget and technological tools for developing the promotional strategy.
2. Analysis of the Current Market Situation
Subway is the biggest sandwich chain in the world. The extensive number of outlets
overtook McDonalds, the biggest fast food chain in America. In fact, the company has achieved
the similar feat in the global scale. The company has acquired significant growth by offering the
alternative healthy burgers and fries. The establishment of the franchises in different countries
also helped in acquiring the global position (Subway.com 2017). However, in current market, it
is reported that the revenues of the Subway sandwiches are continuously declining due to the
extreme pressure of the market competition. Therefore, the company is looking forward to
launch the Peri Peri Chicken Sandwich in United States. This product is exclusively available in
South Africa. This item is prepared with Peri Peri Sauce, lean chicken breasts and vegetables for
maintaining the healthy diets (Thespiceadventuress.com 2017). In spite of controversial reports
presented on the claims of chicken mixed in the food items, the company started defending the
good practices. The direct competition with McDonalds is one of the major concerns for the

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future sustainability of the company. It is notable that the promotional strategy of McDonalds is
quite attractive due to which the company has the strong customer base. Hence, it is essential for
Subway to consider the suitable promotional or communication strategy to Subway has
developed the effective integrated marketing communication process to promote the products
and strengthen the brand image. The company selects the TV, radio, and the broadband media to
communicate with the customers. The further section of the study would provide the insightful
knowledge about the objectives of IMC program for launching Peri Peri Chicken in United
States.
3. Integrated Marketing Communication Objectives
The IMC development deals with the vast marketing approaches that bring the
cohesiveness to the organisational functionalities. It is necessary to develop a proper
communication with the customers in order to strengthen the brand image. Subway requires
developing some of the specific IMC objectives for launching Peri Peri Chicken in United
States. The objectives are stated further:
 Brand Awareness: The development of the Integrated Marketing Communication is
much fruitful for developing the extensive knowledge about the brand of product (Barger
& Labrecque 2013). The company requires selecting the target market for introducing the
healthy ingredients added to the Peri Peri Chicken. Subway has selected the customers
of young age group who is much concerned about the healthier diets.
 Favorable Attitude: It is essential for Subway to influence the purchase decision of the
consumers. Demonstrating the food preparation method through television of internet

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videos would be much attractive for the target customers (Kitchen & Burgmann 2015).
The method is also much helpful in developing a high intent and favorable attitude.
 Brand Loyalty: Subway requires concentrating on developing the long-term objectives
by maintaining the loyal relationships with the customers. IMC development through
Television, Radio, and Online mediums is quite attractive for the people. In fact, when
the customers can effectively communicate with the company for sharing their
experiences through internet, it strengthens the brand loyalty.
 Sales Objectives: The current market report states that Subway has been facing declines
in the sales ratio. The IMC development is enhancing the communication with the
customers (Patti et al. 2017). Therefore, the company is now able to receive their
feedbacks that perceive the demands and expectations. Accordingly, the company can
increase the sales ratio if the customers are satisfied with the food item.
4. Promotional Budget Allocation
In order to promote the effective marketing communication to launch the food product in
the market of United States, it is essential to determine the budget allocation in a sequential way.
The budget allocation is presented below:
Budget Particulars Amount
Software and Subscriptions $70,000
Print media advertisements $10,000
Public Relations $25,000
Online Media Advertisement $40,000
Content Production $28,000
Events and Sponsorships $80,000

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Membership and Associations $30,000
Total $2,83,000
Table 1: Marketing Communication Budget
(Source: Created by the Author)
The above table specifies the budget estimation required for launching the Peri Peri
Chicken in the food market of United States. The integrated marketing communication is
associated with the different means of communication that develop the fruitful promotional
strategy. It is estimated that the events and sponsorships require majority of the capital resource,
which is almost $80,000. Moreover, the company even requires investing on the public relation
process, social media marketing and advertisement process. The company requires having an
estimation of almost $2,83,000 for the entire marketing communication plan. These factors
contribute much significantly in developing the effective customer relations through remarkable
communication process. Hence, Subway requires concentrating on allocating this budget
systematically to ensure the success.
5. Development of IMC Tools
Integrated Marketing Communication tool is the most effective way of developing
customer relationship. It is quite important for Subway to develop the following IMC tool
development process.
Advertisement

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Advertisement process is one of the most fruitful ways of developing communication
between the company and consumers. Advertising process helps in controlling the message,
creates effects on the consumers, and helps in developing a strong brand image. Subway can use
the advertisement for showing the preparation of the Peri Peri Chicken. For instance, when the
customers would gather ideas about the ingredients used to prepare this item, they can get
attracted towards the food. Moreover, the advertisement process would even ensure the
nutritional value of the vegetables that are added to this menu. Hence, it would create much
impact on customers and lead the company towards gaining profits.
Sales Promotion
In order to develop sales promotion as a specific IMC tool, the company requires
targeting the users of the product. Subway can provide coupons, discounts, and attractive
packages in a purchase of peri peri chicken. This process is quite helpful in promoting the new
food item that is going to be launched in United States. Moreover, while customers are placing
orders for a specific food, Peri Peri Chicken can be offered with a specific deal. Furthermore,
Subway can even provide the free beverages in purchase of one Peri Peri Chicken.
6. Monitoring, Evaluation and Controlling the Program
In order to monitor, evaluate, and control the IMC program, it is necessary to gather more
feedback from the consumers (Barger & Labrecque 2013). Subway can develop the official
website in which the customers can share their experience of consuming the products launched.
Moreover, the presence of the customer care executives can even resolve the queries of the
customers through online sides. The observation of the feedbacks would help the company to

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identify the area of improvements and accordingly, the company can control the business
functionalities.
7. Conclusion
The study focuses on the development of the integrated marketing communication aspect
of Subway while launching Peri Peri Chicken in US market. The company requires focusing on
the effective communication plan that would be helpful enough in building the effective
customer relationship. The advertisement process and sales promotions is the most useful IMC
tool that can boost up the sales ratio of Subway.

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References
Barger, V.A. & Labrecque, L., 2013. An integrated marketing communications perspective on
social media metrics.
Belch, G.E., Belch, M.A., Kerr, G.F. & Powell, I., 2014. Advertising: An integrated marketing
communication perspective. McGraw-Hill Education.
Kitchen, P.J. & Burgmann, I., 2015. Integrated marketing communication: Making it work at a
strategic level. Journal of Business Strategy, 36(4), pp.34-39.
Luxton, S., Reid, M. & Mavondo, F., 2015. Integrated marketing communication capability and
brand performance. Journal of Advertising, 44(1), pp.37-46.
Patti, C.H., Hartley, S.W., van Dessel, M.M. & Baack, D.W., 2017. Improving integrated
marketing communications practices: a comparison of objectives and results. Journal of
Marketing communications, 23(4), pp.351-370.
Porcu, L., Porcu, L., Del Barrio-García, S., Del Barrio-García, S., Kitchen, P.J. & Kitchen, P.J.,
2017. Measuring integrated marketing communication by taking a broad organisational
approach: The firm-wide IMC scale. European Journal of Marketing, 51(3), pp.692-718.
Subway.com, 2017. About Us [online] Available at: <http://www.subway.com/en-us/aboutus>
[Accessed 8 Sep. 2017].
Thespiceadventuress.com, 2017. Peri-peri Chicken Subway. [online] The Spice Adventuress.
Available at: <https://thespiceadventuress.com/2013/09/06/peri-peri-chicken-subway/>
[Accessed 11 Sep. 2017].

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