Subway Gujranwala

‫َّح ْي ِم‬
‫بِ ْس ِم هللاِ الر َّْح ٰم ِن الر ِ‬

Seminar in Marketing
Project Presentation
REPOSITIONING OF A BRAND
Brand
SUBWAY®
Gujranwala Pakistan
• World largest Sandwich chain with more

than 40,000 locations
• First Store in Pakistan in 1998
• Opened in Gujranwala around 2010
• Suitable for Capitalizing /investment
• Gujranwala is comparatively modern, 12 in

literacy scale, 5% in GDP, R2U population
ratio 52:48 (potential )
Positioning of Subway
Positioning :the act of designing the company's

offering and image to occupy a distinctive place in
the mind of the target market.
It positioned its product as Fresh, Healthy and

customized (made to order).
Fresh & Healthy indicates people who prefer health

over taste, customized indicates that customer will
have a unique experience.
To communicate this positioning SUBWAY ®

required a unique marketing mix according to target
market.
Why SUBWAY® needs Repositioning
• Problem: Low sales growth , unlinked 5 requirements of effective segment

objective with Place & Intense Competition
• Reason: Unattractive Place & Service cape,
Target audience is not covered under current • Measurable
marketing mix. Less appealing to target market • Accessible: The market segments can be
due to intense competition. effectively reached and served.
• Purpose: Improvement of Brand Status, Satisfy • Substantial
the current customers & attract new ones. • Differentiable
• Opportunity in Market, Dining out • Actionable
increased, Dual Family, Lifestyle choices ,
Disposable Income , Healthy Issue, Gap in
market
• Accessibility
• Relevance
• Consumer Preference Theory
PEST Analysis ( Identify the Big Picture)
Political Factor Economical
• Taxation • Low Franchising Cost
• SOP of Govt. • Wages increased min 20K)
• Franchising Laws • Unemployment rate (constant)
• Health & Safety Guidelines (label/expiry) • Inflation impact on industry ( cost of
• Provision Halal Food vegetables/meat increased) (Bearable)
• House Hold disposable income increased
• Unemployment rate is stable in 2021
Socio-Cultural Factors Technological

• Population rate 2.8% increase per annum • New technology ( Food Panda)
• Literacy rate 79%. 12th in Pakistan • Ease of Business (Dual)
• Health Awareness is growing • Ease of promotion
• Dine out trends has increased. • Accept / Response / Aware
• Disposable income increased • Feedback/Response
• Dual career family
Competitor Analysis
Competitive Advantage: Customization
Mac Donald’s / KFC / Pizza Hut Local Restaurants (Fast Food)
Strengths • Low Price • Low Price due to small setup

• Variety of food • Appealing Place and outdoor ambiance, give satisfied
• Product development & innovation) dine out experience
• Larger segment • No expense of marketing & promotion
• Environment (Place, Seating, Celebration) • Local recognition
• Trained Staff
• Drive Thru, Parking

Weaknesses • No health policy • No target audience
• Takes time to prepare • Any small loss for them will be huge
• Not customized • No brand recognition
• High cost of franchising

SWOT ANALYSIS
STRENGTHS WEAKNESSES
• Variety in Menu • Outdated décor of Franchise
• Flavoring Innovation • Comparatively less appealing(layout ,
• Fresh & Healthy design ,Furniture, Seating)
• Recognized Brand (strong Market Position) • Small and congested place
• Customized (Bread, veg, dressing) • People do not enjoy (Service scape is dull
• Fast , easy & convenient & boring)
• Nutrition information available • Limited target market
• Differentiated product • Less motivated employees
OPPORTUNITY THREATS
• Improve Servicescape • Competition
• Improve environment • Economic instability (less money to spend)
• Invest in different franchises • Late Delivery of fresh food as can nit keep
• Target different segment stuck of vegetables for long
(Children,Desserts) • New completion in market
Tag Line Of SUBWAY®
.
Intended to indicate the fresh ingredients
that are used in their sandwiches.
Target Market Segment
Geographic Demographic Psychographic Behavioral
Gujranwala Age: 17-39 Social Class: Upper Middle Benefit Sought

Gender: Both to High & Working class :Fitness/
Life Cycle: Young to Adult Life Style: Active (Flexible) Health /Weight
Income: Middle to High Personality: Health concise, User Status:
Occupation: Any Status concise, Extroverts Regular
Education: Moderate VALS: Achievers, Innovators /Potential
Family Size: Nuclear, extended , Knowledge:
joint ,blended, Single Moderate
Target Market Strategy
Differentiated or (Segmented )Marketing
• Design Separate Offers for each Segment
• Offers different meat & flavors
• 6 Types of Breads
• Localized Flavors of Dressing
• Veg/ Non-Veg Choices

Marketing Mix
Product– “Consumer Product "Main product is Sandwich called Subs’’ Addition item are Salads , Beverages & cookies.
Fulfilling the demand of customer by Fresh ,heathy & customized product.
• Type of Consumer Product : Augmented product:, Higher price, Selective Distribution (One Outlet),
• Product Life Cycle Phase: Maturity
Price–Subway uses the one-price policy in its stores in Pakistan to keep maintain a position in mind of customer. Its price it higher
than competitor for delivering the value to customer & communicate quality perception to target Market. It comes under Psychological
pricing & Competitive Pricing.
Promotion–Marketing communications use Pull strategies to create a demand in target consumer mind so they desire to purchase the
product through Advertising & sales Promotion. It communicate its objective through social media pages Facebook & Instagram
Twitter specialty targeting Gujranwala audience. Different deals of meals, discounts on special occupations, Ads on Cable Tv, newspaper,
Billboards, are used to aware the customers.
Marketing Mix
Place: Place refers to where and how people buy your product.
Product is directly sold an franchisee from manufacture to consumer.
• The place is outside of main Road or not near to residential area,

it’s adjacent to central Jail and in front of it is Cricket Stadium. The
place small and unattractive. In Gujranwala people usually prefer
to visit places which are G.T Road.
• The environment is unpleasant and unaesthetic.
• The design & layout does not resonate wit the positioning of
product.
• Environment & Service services cape is a part of Place.

( New Place Strategy for Repositioning
• Brand Slogan & : is used to communicate the image of brand and make a distant position in customer the mind of customer. But tag line is
not in aligned with Place. Therefore , it should be shifted to main G.T.Road where MacDonalds KFC and all local restaurant are placed.
• Accessibility: It will be more accessible to target consumer as new location is a center point.
• Touch Points: The service cape, structure , staff are brand's touch-points which position image in mind of consumer The staff should be
trained to better communicate , meet & greet suggest the customer about product and also take feedback for improvement of Place. touch
points staff, cleanness, feel, ambiance ( color, décor , music, aesthetics), privacy ( family area /separate area), convince ( parking , seating ,
washrooms), unique customer experience ( enjoyment & pleasure).
• Brand Relevance: The place should be linked with the relevance of consumer in term of Place also.
• Psychological Impact: Ambiance should be created so customer can sit and watch preparation of food and can feel it through smell.
• Old coffee & Juice machines should be removed in New Place.

The End

Subway Gujranwala

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‫َّح ْي ِم‬

‫بِ ْس ِم هللاِ الر َّْح ٰم ِن الر ِ‬

• World largest Sandwich chain with more

• First Store in Pakistan in 1998

• Opened in Gujranwala around 2010

• Suitable for Capitalizing /investment

• Gujranwala is comparatively modern, 12 in

Positioning :the act of designing the company's

It positioned its product as Fresh, Healthy and

Fresh & Healthy indicates people who prefer health

To communicate this positioning SUBWAY ®

• Problem: Low sales growth , unlinked 5 requirements of effective segment

Socio-Cultural Factors Technological

Mac Donald’s / KFC / Pizza Hut Local Restaurants (Fast Food)

Strengths • Low Price • Low Price due to small setup

Geographic Demographic Psychographic Behavioral

Gujranwala Age: 17-39 Social Class: Upper Middle Benefit Sought

Differentiated or (Segmented )Marketing

• Design Separate Offers for each Segment

• Offers different meat & flavors

• Localized Flavors of Dressing

• Veg/ Non-Veg Choices

• Product Life Cycle Phase: Maturity

• The place is outside of main Road or not near to residential area,

• The environment is unpleasant and unaesthetic.

• Environment & Service services cape is a part of Place.

• Old coffee & Juice machines should be removed in New Place.

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