D1
In this task I will be looking at the different types of marketing techniques used by Subway and a Competitor, Market penetration is the first, this is an article showing market penetration and the achieved aims of the technique http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/3410294/How-Subway-overtook-McDonalds.html * An increase in public awareness * Gained a competitive advantage * Attracted new customers
The first aim is ‘an increase in public awareness’ the article shows that an expert says "In a lot of city centres it has replaced the doner kebab shop as a place where people go to get food and hang out after the pub." Secondly Subway have ‘gained a competitive advantage’ by a different operating style to other sandwich shops, such as late opening hours, this gives it an advantage and is more in common with fast food chains such as McDonalds and Kentucky Fried Chicken than Prêt a Manger. Finally Subway have ‘attracted new customers’ this is shown by its 15-25 year olds as its core customers, it is now trendier among teenagers than McDonalds in certain parts of the country. This is article is valid and was written by a professional; journalist with facts that helped me with the information I needed.

The second technique is market development, the aims are to: * Build or rebuild company image * Attract new customers http://www.washingtonpost.com/business/economy/the-rise-and-fall-of-subway-the-worlds-biggest-food-chain/2015/05/29/0ca0a84a-fa7a-11e4-a13c-193b1241d51a_story.html The first aim is to ‘Build or rebuild company image’ evidence is shown in the article where it explains that “Subway offer seemingly fresher, healthier, build-your-own meals”. Secondly evidence for ‘attracting new customers’ is shown in the article when “Michelle Obama praised Subway during a visit last year for “working to get kids excited about eating their vegetables.” This a type of celebrity endorsement, used successfully by Subway to attract new customers. This is article is valid and was written by a professional; journalist with facts that helped me with the information I needed. Another technique is Branding, this is an article showing how Subways branding has achieved these aims. http://www.marketingprofs.com/charts/2013/10356/top-brands-with-social-currency-subway-google-and-target * Building and rebuilding company image * Raise public awareness

The Marketing technique shown in this article is branding, initiatives such as "like" the "Flavorizer" emphasise the custom ability of Subway's sandwiches and promote brand identity among its 20 million Facebook fans. Also the yellow and green colours of Subway are recognised and associated with Subway and healthy eating. This is effective as it has ranked Subway No. 1 because it performs high on both the six social behaviour dimensions of social currency and impact with customers or consumers. This is article is valid and was written by a professional; journalist with facts that helped me with the information I needed.

In conclusion Subway is still expanding by opening up to new target markets and opening new franchise. This shows that the marketing techniques used by Subway are proving to be effective.