Subway

Introduction
Subway is a worldwide known chain that has more than 28,000 franchises. It started in 1965 when Fred De Luca and Dr. Peter Buck opened their first shop called “Pete’s Super Submarines”, which later changed its name to Subway. Subway offers a great variety of sandwiches, wraps and salads that are made with a variety of freshly baked bread, vegetables, toppings, meats, cheeses andsauces. Subway is operating in the food industry and under the sub division of fast food venture. Their mission is to provide great-tasting food that is good for the customers’ health and cooked just the way they want it, as their motto says, “Eat fresh and feel good”.
This is a 12-month marketing plan for Subway® Restaurants, which is a registered trademark of Doctor’s Associates Inc. (DAI). Thisplan looks to introduce a new service/product for the restaurant. We have decided to add a new dimension to the menu; we believe that adding a new product to the menu will re-energize the interest of people in coming and eating at Subway. Adding a new product line to the existing brand and various selection of choices the restaurant already has on offer will give consumers a dynamic in choosingwhat they would like to eat at the same time giving them a fresh idea of what Subway is all about. We believe adding soups to the menu will bring a new image to the trademark and as a result target new costumers and offer current customers more options and new tastes to choose from. Also, it is a good time of the year to introduce this product since its almost winter and what better than a hotsoup from subway, also not many of Subways competitors offer soups in their menus and this will give consumers a better perspective of Subway as we will be aiming to create a soup menu that is healthy, creative and most important of all delicious! Our target market is a combination of certain demographic, psychographic and behavioral market segmentation. This product appeals to many sectors ofdemographic segmentation such as different soups attract various age groups ranging from the young to the elderly. We are not shifting from the company main targets but looking forward to exposing the brand Subway.
Current Market Situation
Subway has been active for over 40 years, their target market are people from all ages, recently they added a menu for kids, males and females, it is also forpeople that are willing to eat healthy, this people can be from any social class since its food is affordable; working people, students and even backpackers are able to eat Subway. Currently Subway has a menu that can have over 2,000 combinations; there are subs, salads and wraps in the menu that can be done with the exact same ingredients. They usually have combos that contain a 6-inch sub a coke anda bag of chips or cookie for a lower price that if you buy everything separately. Subway prices may vary depending the product, six-inch subs cost approx $5.00 depending on the one chosen, to make this sub a foot long, the price only increases by $1.50, the same with salads and wraps the price only goes up $0.50, and finally the cookies are $0.40 each one or buy 3 for $1.
In 2007 Subway sold,worldwide, a total of $11.3 billion US dollars.
Subway has various competitors that can be divided in two groups, the fast food chains in general and the healthy fast food restaurants. The fast food chains are McDonald’s, Hungry Jacks, Red Rooster, Taco Bell, KFC and Oporto. The more direct competitors, who are the healthy fast food chains, are Sumo Salad, Hero Salad, local coffee shops and PureNatural. Their main competitor in the healthy fast food chain group is Sumo Salad; Sumo Salad’s menu contains pasta salads, wraps, soups, rice paper rolls, fresh juices and more. They are focused on giving people the freshest, tastiest and healthiest meals possible, as their motto says “ We put the Sumo in your salad, not in you!”
Social responsibility is one of their marketing strategies since...