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A Report on the Product/Services/Promotional Strategies Offered by Subway

In reviewing Subway’s website for products and services Subway has several products, their menu offers breakfast, lunch/dinner and a kids menu. The menu consists of Submarine (Sub) sandwiches on a variety of Subway bread; Honey Oat, Parmesan, Oregano, Italian Herbs and Flat bread, they also offer salads, personal size pizza, cookies, muffins, a choice of beverages from sodas, juice and milk. Subway services offer Sub-Sandwiches to custom order and a Nutritional Guide. The website offers franchise opportunities, a menu/nutrition guide, information on careers with Subway, information about Subway in general, Subway around the world, a restaurant locator and Subway merchandise. The website also promotes a monthly feature (special of the month), ability to order online, contests – “Win a Footlong”, and opportunity for a Subway Card that works on a point system.

Promotional Strategies
The target market for Subway appears to focus on three markets; one would be seeking fast food with a healthier menu such as parent’s seeking a healthier option for their kid’s instead of the typical franchise fast-foods like hamburgers, hot dogs, nuggets and fried french fries. The second target market seems to be consumers on a budget seeking fast food that offers quantity and quality, which would include consumers that want to feel they are getting a lot for their dollar – a heartier selection, for example, a family of five or college students. Lastly the third target market would be consumers watching their calorie intake or they may be considered dieters; these consumers typically prefer the freshly made sandwiches and salads over any other fast food franchise.

Subway appears to have a few promotional strategies, for example “Eat Fresh”, $5 Footlongs, Nutritional Guides and “The Subway Guy”-Jared Fogle.

* “Eat Fresh” is part of Subway’s logo, which implies that all of their sandwiches are freshly made and healthier. The “Eat Fresh” section of the website branches off and promotes a green concept, which is now promoting that Subway is an a green company, by having eco-friendly stores, which conveys back to their message that Subway is the healthier choice. * $5 Footlong has been promoted consistently over several months and because of its proven success in sales, it is also featured as their monthly special for the month of February and is a featured as a prize in one of their contests. Footlongs seem to target a wide market, from consumers who are on a budget seeking quantity and quality from fast food restaurant which can be consumers that are a family of 5, college students or those on the “Subway Diet”. The target goal here seems to be promoting satisfaction to consumers that feel they are receiving a good buy for their dollar, both in quantity and quality. * Subway’s Nutritional Guides illustrate the calorie count and compares the Subway sandwich calories to a franchise hamburger; these guides basically promote the idea that the consumer has made a healthier choice. * “The Subway Guy” Jared Fogle is basically a walking icon of Subway since 1999, and when Subway launched his testimony about his weight loss by eating at Subway sub-sandwiches, it resulted and launched the “Subway Diet” that is still promoted today still using Jared Fogle. This is one of Subway’s greatest promotional strengths, because of Jared Fogle focused on losing weight and by him choosing Subway for his food intake over other alternatives, such as Jenny Craig, Weight Watchers, Nutrisystems, surgical options etc., he has become Subway’s leading brand.

My Own Webpage
The business that I would launch would be Organic Products which would provide a line of products designed for both men and women. These products would be 100% all natural ingredients and made in the U.S. The product line would be personal care, health, beauty and personal hygiene.

Organic Products will be a company where all products will be available through the website only, by having consumers ordering online and not having the products available at a store, this will keep overhead cost down. Expanding to retail market would be considered if a organic retail store requested to collaborate with Organic Products. The expenses in operating a retail store will be eliminated and these funds can be used toward research and development. This will also help in ensuring quality control of the product, since the products will be shipped from where it is made.

The target market would be consumers seeking an all natural product, products that have no artificial colors, perfumes, additives and harmful chemicals. This market would include and not limited to consumers that prefer an all natural product, eco-friendly products, consumers that are sensitive skin types or have a preference to a higher quality product with no added chemicals.

Promotional Strategies
Promoting strategies beyond the website would be promoting Organic Products in organic, all natural food markets, such as World Food Market, H-E-B Central Market, etc. Other forms of promoting would be attending expos, such as health fairs or events that pulled in a large crowd where representatives would be onsite with samples.

Promoting strategies with the website would consist of offering a view of the full product line, which would also give information about each product and indirectly promote the company’s all natural, eco-friendly culture. Additionally the website would promote sales and offer the consumer savings if orders were placed online. The website would also be designed to help the consumer identify the specific needs for their skin type, once identified the website would be programmed to offer the consumer a package of products that would best fit their need. Other promotional strategies for promoting Organic Products online would be to have a referral program. This program would ask the consumer to refer Organic Products to a five friends by submitting their email and in return the consumer would receive one featured product for their participation.

Finally there would be an Organic Product Club offered on the website. The consumer would register through the website and pay a monthly fee of $39.99. The program would be designed where the member would receive an exclusive featured product first, before it would be launched out to the market and one accessory. Members would receive monthly newsletters that would include a discount code; this discount code would give the member a 20% discount to use for their next purchase. The newsletter would also supply them with e-vites to join webinars for skin and health care tips from the company’s organic professionals, members would have exclusive access to these professionals during these webinars, which would also include a question and answer session. The discount codes and webinar access codes would basically be designed to engage the consumer to the website, which would then lead to additional purchase in addition to their monthly membership fee of $39.99.

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