Subway Brand Communication Strategy Research Paper Approx. 5 pages total, double spaced Now that you’ve completed your research, you will brainstorm what

Subway Brand Communication Strategy Research Paper Approx. 5 pages total, double spaced

Now that you’ve completed your research, you will brainstorm what the research data means, and what is important to consider in communications planning. From this, you will compose a SWOT analysis and a target audience profile, and present it along with recommendations for communications (including a well-supported positioning statement).

First step: Re-read / compile the data

Secondary research reports

Primary research data and key findings

Second step: Know what you are looking for

The objective of this research / analysis is for you to determine a communications strategy for your brand – who should your brand communications target, and what should the message be that you want people to remember about your brand? What position do you want the brand to fill in the target audience’s mind?

Third step: Build brand analysis

Based on the research you conducted, determine and write a report that includes the following:

Define the situation, problem/issue & opportunity and key research findings (1/2 page)

Based on what you learned, what is the current situation that the brand is in – what problems can brand communications solve, or what opportunities can the brand take advantage of? What can advertising achieve for the brand? What key findings emerged from the secondary and primary research?

Create robust SWOT analysis, using the research you conducted as its foundation (1.5 pages)

A SWOT is seen as an analytical framework that can help you lay out all that you learned in the research in a thoughtful way. A good SWOT not only allows you to articulate brand strengths and weaknesses, it takes things a step further by forcing you to think about the external factors that bear heavily on the health and direction of the brand. This SWOT must be original and emerge from your research findings, not be a SWOT for the brand that you find online.

Develop target audience persona(s) (1 page)

Bring the target audience to life with specific, data-driven characteristics. Be creative in determining how you will “introduce” the target audience to others. Details should emerge from your research.

How should we position the brand in future communications to this audience? (1/2 page)

Combine your information from above to think about an effective positioning statement for the brand, rooted in research. Write it in the form of an elevator pitch if possible or desired, and write a brief justification for why this is the recommendation.

Further Recommendations – focus on communications (not products, distribution, pricing, etc.) (1/2 page)

How can the brand communicate this position in the market? Enhance your analysis to include messaging ideas, possible execution ideas (no need for creative execution), media recommendations, etc.

Fourth step: Write the creative brief

The creative brief is a succinct overview of the key strategic elements to understand when creating a new brand campaign (1 page). This brief should reflect the strategic analysis you did above, but be written in a more succinct and creative way. This one-page document will provide direction and inspiration for the creative team that is tasked with building a communications campaign based on your strategy. It should include:

Components of the brief (review voice lecture for details on each section)

Who is the client? (background)

Why are we advertising? (communication objective)

Who are we talking to? What do they currently think? (target audience)

What is the most important idea we can convey?

Why should they believe it? (Support from research)

How is this different from other brands in this category?

What is the mood and tone? Confidential
Customized for Lorem Ipsum LLC
Subway
Version 1.0
Presentation on: April 8, 2020
Presentation Outline
1
Secondary Key Findings:
3
Analysis Research?
Subway Background
Interpretations from the customers
Industry
Key Findings
Competitors
2
Primary Research:
Research Methods
Individual Interviews
4
In Conclusion:
What do we learn
Secondary Key Findings
01 | Company Background
–
Fred Deluca creates Subway in 1968
First franchise location in 1978
Opened restaurants in Walmart stores
– Surpassed amount of Wal-MartMcDonald’s by 2007
02 | Industry
–
Increase health concern trend
Focused transparency
Low concentration between rivalry
competition
01 | Dunkin’
–
Targeted to a young audience
Mainly focused on breakfast
02 | McDonald’s
–
Recognizable Menu Item Names
Primary
Research
Primary Research
Are Subway Plant
Based Alternatives
Helpful?
1
Is Subway Easily
Recognizable?
2
3
Is Subway Service
Convenient?
Online Survey
1
Google Form
Detail of Method:
Who: College Students between ages of 18-25
working full/part time jobs and are
moderately active.
1. What makes a good experience in a fast food
restaurant? Rank the following: Service,
Cleanliness, Convenience, Payment Method,
Ingredients
2. If the option was available to you, would you
choose plant based alternatives to meat and
cheeses?
3. Choose menu items you’ve heard of. (Mc
Muffin, MCCafe, Morning Wraps, Dunkin
Breakfast. Opt.)
4. Are you more likely to choose Subway, or
Mcdonald’s for a breakfast option? (Rate
McDonalds Breakfast vs. Subway Breakfast) #
Individual Interviews
2
30 Minute In-Depth Interview
Detail of Method
Five different customers from Subway
–
Full Time Jobs
Freelance Jobs
Category (Food Industry)
?
Would you consider eating a plant based alternative?
Competitor Questions
?
Would you prefer face to face interaction or kiosk
interaction?
Product Perception Questions
?
Do you think you could make a good quality meal out of $5
?
Are you aware that Subway has breakfast options?
Client
?
How would you describe the atmosphere of a Subway
restaurant?
Research
Findings
1
People DO consider healthier meal options
Key Takeaway:
–
60% of respondents answered YES
–
Over half are conscientious of healthy
alternatives
IDI – After exercising an
individual can reward themselves
without feeling about about the fast
food product they consumed.
IDI- Calories are an element fast
food female consumers put into
consideration.
2
People DO value more topping options
Key Takeaway:
–
60% of respondents answered YES
–
Differentiation strategy over rivals.
– Commercials pushed positive the “Yes”
Campaign.
– $5 Footlong Campaign
3
People DO NOT associate Subway with
breakfast
Key Takeaway:
–
92% of respondents consider alternatives
for breakfast
IDI – Breakfast should be sweeter or
more portable, handheld.
–
Lack consumer knowledge of offering.
IDI – Dislike of Subway breakfast
items.
4
Subway DOES NOT have unique product names
Key Takeaway:
–
McDonald’s dominates specialized
products. Mc_____ makes it easily
recognizable
–
Subway does not have memorable
names
–
Subway – “Bacon Egg and Cheese on
Flatbread” could be found anywhere
5
People WOULD consider Subway for dinner
Key Takeaway:
–
60% of respondents answered
YES
Convenience makes it a strong
lunch option
IDI- For lunch,
people don’t want to wait to long time
to get food.
In Conclusion
Is Subway Easily
Recognizable?
Yes
– Categorized by public as
healthy
– Convenient and Casual
No
–
Item names are not unique
Breakfast option is unknown
Are Subway Plant
Based Alternatives
Helpful?
Yes
– The option is present
No
–
Majority of customers are
indifferent or consume
meats
Is Subway Service
Convenient?
Yes
– Used as a lunch hot spot
– Fast Service
– Seating in house
Thank You.
References
Fleming, M. (2018). Subway rethinks loyalty, brand and product in global repositioning – marketing week. Marketing week. Retrieved 6 april 2020, from
https://www.Marketingweek.Com/subway-on-its-global-transformation-innovation-and-the-exponential-rate-of-change-in-the-industry/.
Globalist, T. (2016). Subway’s healthy food? – The globalist. The globalist. Retrieved 6 april 2020, from https://www.Theglobalist.Com/subways-healthy-food/.
4/27/2020
Fast Food Options
Fast Food Options
25 responses
Publish analytics
Are you between the ages of 18 to 25?
24 responses
Yes
No
100%
What is your occupation
24 responses
Student
12.5%
Office worker
Freelancer
Private Investigator
Research Coordinator
Kitchen Worker
70.8%
https://docs.google.com/forms/d/17nTVH0MFJ6TB3LZlFi–DsyNgjYpSIWwriW1dHyOSzY/viewanalytics
1/7
4/27/2020
Fast Food Options
How many days a week do you exercise
25 responses
0-1
2-3
12%
24%
4-6
Everyday
24%
40%
Do you consider yourself an active person?
25 responses
Yes
No
32%
Maybe
16%
52%
How many times a week do you eat out?
25 responses
Never
28%
1-2
3- 4
8%
5-6
Everyday
64%
https://docs.google.com/forms/d/17nTVH0MFJ6TB3LZlFi–DsyNgjYpSIWwriW1dHyOSzY/viewanalytics
2/7
4/27/2020
Fast Food Options
Are there more healthy or unhealthy food options in your neighborhood?
25 responses
Healthy
Unhealthy
60%
12%
There are no food options in my
neighborhood.
28%
Which fast food place would you most likely visit?
25 responses
Mcdonalds
52%
Subway
Dunkin
16%
32%
https://docs.google.com/forms/d/17nTVH0MFJ6TB3LZlFi–DsyNgjYpSIWwriW1dHyOSzY/viewanalytics
3/7
4/27/2020
Fast Food Options
What makes a good experience in a fast food restaurant? Rank the
following:
10.0
Most Important
2
3
4
Least Important
7.5
5.0
2.5
0.0
Service
Cleanliness
Convenience
Payment M
When purchasing fast-food, do you ever consider healthier meal options?
25 responses
Yes
24%
No
Maybe
16%
60%
https://docs.google.com/forms/d/17nTVH0MFJ6TB3LZlFi–DsyNgjYpSIWwriW1dHyOSzY/viewanalytics
4/7
4/27/2020
Fast Food Options
Do you feel you get more value out of having the option to have more
toppings available to your meal?
25 responses
Yes
40%
No
60%
If the option was available to you, would you choose plant based
alternatives to meat and cheeses?
25 responses
Yes
No
60%
40%
https://docs.google.com/forms/d/17nTVH0MFJ6TB3LZlFi–DsyNgjYpSIWwriW1dHyOSzY/viewanalytics
5/7
4/27/2020
Fast Food Options
Rank which of these fast food places that offer the healthiest options.
20
(Least Healthy Options)
2
(Most Healthy Options)
15
10
5
0
McDonalds
Subway
Dunkin’
Which of the following would you likely choose for a breakfast option?
25 responses
Subway
Mcdonalds
64%
Dunkin’
8%
28%
https://docs.google.com/forms/d/17nTVH0MFJ6TB3LZlFi–DsyNgjYpSIWwriW1dHyOSzY/viewanalytics
6/7
4/27/2020
Fast Food Options
Choose menu items you’ve heard of.
25 responses
20 (80%)
McMuffin
McCafe
McMuffin
Count: 20
23 (92%)
13 (52%)
Morning Wraps
Bacon Egg and Cheese on
Flat Bread
18 (72%)
13 (52%)
Wake Up Wrap
10 (40%)
Veggie Egg White
0
10
20
30
Would you consider the Subway for dinner option?
25 responses
Yes
No
40%
60%
This content is neither created nor endorsed by Google. Report Abuse – Terms of Service – Privacy Policy
Forms
https://docs.google.com/forms/d/17nTVH0MFJ6TB3LZlFi–DsyNgjYpSIWwriW1dHyOSzY/viewanalytics
7/7
How much money do you think is safe to spend for a college student per week?
– 400 wordays 40 pre day 120 $ for weekends
Would you eat ingredients that have been in the open for more than an hour.
Yes, if i don’t have too much work to do usually they will be lunch or dinnner.
If you had to grab a quick lunch, what food item would you choose?
Sandwiches , any warp they have vegetables, meat and don’t need to wait too long to get
There are many those restaurants for people to enjoy food .
What is your opinion on organic foods?
Do not exclude or love, will not be my first choice. Organic food generally means it’s not tasty
and expensive and can’t be full.
When purchasing food, do you look for more natural or organic products?
– I will consider organic food. The words of organic food are depending on the mood of today,
sometimes they will not eat.
Are calories an element they take into consideration when you buy food?
–
Careful reference to calories?because I am a girl, I will consider the changes
that calories bring to my body.
Would you prefer face to face interaction or kiosk interaction?
In fast food restaurants, I like to order food on the machine because it is fast and has a high
degree of autonomy. Ordering speed is very fast. In traditional restaurants, I like to order face to face,
so that I can better understand the menu from the waiter’s mouth, and fast food restaurants are the
same all over the world.
For McDonald’s, Subway and Dunkin, do they have any special food that you will always remember?
For MCdonald’s big mac andChicken nuggets. For Subway is the Meatball Marinara Melt
Friday and Tuna.Dunkin Dark chocolate donuts in afternoon
In terms of food health, McDonald’s , Subway and Dunkin, who do you think is the best?
Definitely Subway there is fried food on the menu and they got a lot of vegetables in food.
Do you think you could make a good quality meal out of $5
No, high quality does not mean that it is delicious and it is difficult to buy high-quality
ingredients for $ 5
What do you think of when I say “Subway?”
Relatively healthy fast food restaurant
What do you think subway values more, convenience or fresh ingredients?
– Personally, I think Subway is more concerned about fresh ingredients, and I have also seen
their freezers use fresh vegetables.
How fast is the service in Subway?
If you do n’t have a union in front, you use a 30-second microwave to heat the bread and then
add meat and sauce for you so you should get your food in less than 5 minutes.
What do you like/dislike about Subway’s food options?
Subway cookies are hard to eat, big, dry, and not tasty.
Would you recommend Subway to friends/family? Why?
I would recommend to friends that it has many sauces and different combinations and
most importantly it is very fast.
Tao 1
Peng Tao
Subway Restaurant
Monday, 27 April 2020
Subway Restaurant
Subway has remained the best global restaurant for fast foods since its foundation.
However, since the death of Fred De Luca, the founder and CEO of the restaurant in 2015, the
business has been experiencing a downward trend and a loss of profits (Hokey, and Min). There
has been massive loss of customers and reduced profits as they keep on closing numerous
branches at different locations around the world. Suzzane Greco, DeLuca’s sister is now the
CEPO and she has been struggling to take charge and ensure that the restaurant is operating
properly (Demi and Jonathan).
Subway is currently rebranding their products and making few improvements and
upgrades at their restaurants. They are trying to make a better brand that can enable them win
back their customers and improve their profits (Min et al.). They have the opportunity of
entering the Danish market and introducing their products to them. The key research findings
indicate that Subway currently has over 41512 locations in 100 countries worldwide with a
larger percentage in the US (Perrigot, Rozenn, Basset, and Cliquet). However, they have closed
over 1500 of its location due to losses and are seeking to improve their communication system
and advertisement to improve the business.
SWOT Analysis
With the available opportunity of getting into the Denmark market, Subway has various
strengths and opportunities that can help them thrive in the market as well as weaknesses and
Tao 2
threats that may lead to their failure. The following SWOT analysis indicates both the internal
and external aspects that may affect this market.
Strengths
Weaknesses
Provision of a variety of foods within the Too much expenditure in advertisements.
restaurant such as pizzas, sandwiches and
crispy chicken.
Customization of foods according to the Complete dependence on the Subway service
tastes and preferences of the customers and financial provision.
such as in sight making of sandwiches as
the customers direct on what they prefer.
Cultural considerations on the foods High investment risk by using its money in
provided at specific geographical areas the restaurant investment.
such
as
provision
of
vegetarian
sandwiches in India because Indians do
not consume pork and beef.
Provision of foods with a high nutritional Limited
control
on
its
finances
and
value such as reduced salt content in bread operations due to overdependence on the
and the use of fresh bread and ingredients. franchisor.
The use of fresh ingredients in making Poor location of its restaurants.
sandwiches such as freshly baked loaves.
Provision of an upgraded menu with a
variety of affordable choices for the
customer to make.
Provision of USB ports at the eating areas.
Tao 3
Introduction of self-service kiosks for
quick serving.
Strong product brand.
Well trained employees who are able to
quickly make customized sandwiches
while being directed by their customers.
Strong advertising techniques.
Opportunities
Threats
A ready market at Denmark
Bad reputation of the brand.
Good
political
environment
for
the Competition from smaller fast food vendors
business to flourish.
such as
Opportunity for providing affordable fast Change in consumer trends.
food choices in the current economic
crisis.
Provision of healthful foods according to The Corona virus pandemic that is affecting
the
changing
trends
of
consumer the economy
behaviour in prioritizing their health.
and business
operations
worldwide.
A selective social-cultural environment
leading to a low demand of the Subway
foods.
New fast food entrants into the market.
Tao 4
Competition from other fast-food restaurants
such as McDonald’s, Sunset Boulevard and
Burger King.
Target Audience
The Subway target audience in Denmark is in Jutland at the city centre of Horsens,
Vejile, and Arhus. Subway is focusing on persons aged between 15-39 years old on both
genders but most especially men. This is because most men find it difficult to prepare meals
for themselves and therefore would prefer to buy readily prepared meals (Demi et al.). On the
other hand, women would not be a suitable market because they prefer foods that are healthy
and fresh. The age bracket covers single young adults who have left their parents homes, young
couples with children who are below three years old, those without children and those who
have teenagers below 16 years old (Min et al.).
Research indicates that people who buy fast foods are mostly students, professionals
with demanding jobs. The people can be of any nationality apart from Muslims who might be
selective on the kind of meats that they consume (Jonathan et al.). Students want affordable
and quick foods which are readily available at the Subway restaurants. Young professionals
also love reading newspapers and catching up with what is going on in the professional world
with their friends during leisure.
The male population of Denmark aged between 19-49b years old prefer taking their
foods form Subway while the females who love Subway are aged from 0-18, 26-35 and 50
years old. There is a high probability of customers visiting Subway over other fast food
restaurants and also when the restaurant is located in Horsens (Demi et al.). Males aged 36-49
and females aged 25 and above have considered Subway to be their favourite fast food
restaurant by over 35% as compared to other vendors.
Tao 5
There is a high frequency of fast food consumption in Denmark where 60% of males
between 1-18 years old and 50% of females in the same age group consume fast foods within
a week. Teenagers prefer having discounts while buying foods and it is a very important aspect
of their lifestyle (Perrigot et al.). This is because most of them are students and would want to
take advantage of anything that can give them a discount. Therefore, Subway needs to invest
in the Danish market and ensure that most of its locations are within Horsens city.
Positioning of the Brand in Future
Due to the stiff competition of fast foods in Denmark, Subway should reconsider the
positioning of its brand. Research reveals that there is a very low amount of awareness in
Denmark on the presence of Subway in the country and the products that it offers. There is
need for creating a Unique Advertising Position in the future (Min et al.). This is because they
are part of a market that is already saturated and U.A.P would provide the most unique
advertising strategy. The advertisement messages should be connected to the kind of products
that they offer as well as their pieces and best combinations.
They should have a major objective of launching an advertisement campaign that can
be able to effectively market its unique foods that are healthy, tasty, quick and still fresh food
that can be prepared in the presence of customers (Perrigot et al.). A combination of all these
three aspects is very important even in attracting the females who have always found fast foods
to be unhealthy.
Further Recommendations
From the above write up, it is clear that Subway is on the verge of losing it in the fast food
restaurant category. It has been lately shaky unlike their stable counterparts such as Mc
Donald’s. As a result, they need to do wise implementations that can help them thrive in the
Tao 6
market and maintain their position (Min et al). The following are some of the recommendations
that they should follow:
•
Implement an online marketing strategy to get in touch with teenagers who spend most
of their time on the internet. This can be through putting up adds on social media
platforms such as Facebook and Instagram.
•
Advertising their products through the media such as radio, television and magazines.
•
Cut down on sponsorship costs of events that are meant to promote the products and
invest on only what is necessary. Subway should stop acting good and being the only
restaurant that is always sponsoring sporting activity.
•
Carrying out temporary campaigns to promote sales.
Creative Brief
The Subway Restaurant has been struggling recently despite the fact that it is among
the best and largest fast food restaurants around the world. They are aiming at expanding their
market in countries such as Denmark due to their promising economy and a high population
with a preference in consuming fast foods. Their major objective is to carry out massive
advertisements to their potential consumers within Denmark. The main target groups are the
teenage and youthful students who prefer quick and affordable foods and the second category
is that of young professionals who are more focused on developing their careers and looking
good rather than preparing their own food.
Advertisement is being done for the primary purpose of bringing into awareness the
presence of Subway in Denmark and its available foods. Since consumers have grown to be
more considerate on their health, Subway needs to ensure that they emphasize on the fact that
they provide tasty, healthy and quick foods in a single package. The provision of all these three
Tao 7
aspects in a fast food restaurant are rare and therefore most people would prefer to do their
purchases at Subway.
The consumers should believe this kind of information because Subway actually offers
what they advertise. They are capable of making sandwiches from freshly baked bread with
fresh ingredients at the presence of the customer in a quick way. Therefore, this would not be
a deception. Subway has also developed the habit of surveying the religion and cultural beliefs
of the population in which they offer their products. As a result, they are able to modify their
recipes to make the food acceptable to the diverse populations in cities. They even have
vegetarian options in their menus for people who do not consume meats.
The Subway res…
Purchase answer to see full
attachment