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    Case Study On

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    Shubham Raj
    Subway has used a marketing strategy in India that focuses on promoting its food as a healthier alternative to traditional fast food. It targets consumers aged 18-39 who are health conscious. Subway's strategy emphasizes customization through its "Build Your Own" concept, adapting its menu to Indian tastes, using promotions and discounts, and engaging with local communities through events and partnerships to increase visibility. Subway locates stores in high-traffic areas and aligns its brand with health and fitness trends.

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    Case Study On

    Uploaded by

    Shubham Raj
    17 views5 pages
    Subway has used a marketing strategy in India that focuses on promoting its food as a healthier alternative to traditional fast food. It targets consumers aged 18-39 who are health conscious. Subway's strategy emphasizes customization through its "Build Your Own" concept, adapting its menu to Indian tastes, using promotions and discounts, and engaging with local communities through events and partnerships to increase visibility. Subway locates stores in high-traffic areas and aligns its brand with health and fitness trends.

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    A case study on subway.

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    CASE STUDY ON

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    Subway has used a marketing strategy in India that focuses on promoting its food as a healthier alternative to traditional fast food. It targets consumers aged 18-39 who are health conscious. Subway's strategy emphasizes customization through its "Build Your Own" concept, adapting its menu to Indian tastes, using promotions and discounts, and engaging with local communities through events and partnerships to increase visibility. Subway locates stores in high-traffic areas and aligns its brand with health and fitness trends.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    17 views5 pages

    Case Study On

    Uploaded by

    Shubham Raj
    Subway has used a marketing strategy in India that focuses on promoting its food as a healthier alternative to traditional fast food. It targets consumers aged 18-39 who are health conscious. Subway's strategy emphasizes customization through its "Build Your Own" concept, adapting its menu to Indian tastes, using promotions and discounts, and engaging with local communities through events and partnerships to increase visibility. Subway locates stores in high-traffic areas and aligns its brand with health and fitness trends.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 5

    CASE STUDY ON

    MARKETING STRATEGY IN
    INDIA
    BY GROUP -2
    OVERVIEW STP
    • Subway, the world's largest sandwich
    Segmentation- who more conscious
    chain, has revolutionized the fast-food about their health and food
    industry with its healthy and customizable consumption pattern
    Targeting - aged between 18-39
    sandwiches. years old
    • The journey of Subway started in 1965 Positioning- Customizable ,fresh
    and healthier fast food .
    Initially, the store was named Pete’s
    Super Submarines, but later, they decided
    to change it to Subway.
    SWOT
    • STRENGTH
    • Subway follows franchise model . • Customization
    • Vegetarian option
    Subway's USP is freshness.
    In India, it controls an about 6% share of • WEAKNESS
    India's Rs 18,800 crore organised QSR • Competition
    • Limited menu Diversity
    market while Domino's, the market
    • OPPORTUNITY
    leader, has a 21% share, followed by • Health and wellness trend
    McDonald's with 11%. • THREAT
    • Change in consumer
    preferences
    Marketing Strategy
    • Health and Freshness Focus- subway's marketing
    strategy in India has revolved around promoting
    the brand as a healthier alternative to traditional
    fast food.
    • Customization: Subway's has "Build Your Own"
    concept.
    • Local Sensitivity: Subway has adapted its menu
    to cater to Indian tastes and dietary preferences.
    • Promotions and Discounts: Subway in India has
    used promotions, combo deals, and discounts to
    attract customers and encourage repeat visits.
    Cont…..
    •Digital and Social Media Marketing- Subway has
    capitalized on the digital landscape by utilizing social media
    platforms, online advertising, and digital campaigns.
    •Local Partnerships: Collaborating with local influencers,
    brands, and events has been part of Subway's strategy to
    enhance its visibility and credibility within the Indian market.
    •Store Locations: Selecting strategic locations such as high-
    traffic areas, office complexes, educational institutions, and
    shopping malls has been integral to Subway's success in India.
    •Community Engagement: Subway has engaged with local
    communities through charity events, tie-ups with schools or
    colleges, and participation in local festivals or events.
    Cont…..
    •Innovation and Menu Diversity: Periodic introductions
    of new sandwiches and salads keep the menu fresh and exciting.
    •Health and Fitness Associations: Subway has
    aligned its brand with health and fitness trends,
    often partnering with fitness events or influencers
    to promote its offerings and encourage a healthier
    lifestyle.
    •Localized Marketing Campaigns: Subway has
    launched region-specific marketing campaigns that
    resonate with local cultures and festivities,
    enhancing brand relevance and appeal.

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