INTRODUCTION Subway is a fast food restaurant, that

produces submarine sandwiches, pizzas and salads.

Currently. Subway is the largest food chain worldwide, having more restaurants than McDonald's.

It also ranked 2nd on the "Fastest Growing Franchise" lists.

In March 2011, Subway was named "the most loved fast food chain in the US" by Amplicate.com.

Since 2007, Subway has consistently ranked in entrepreneur magazines' top 500 Franchise list.

BRIEF HISTORY Fred Deluca and Dr. Peter Buck team up to open their

first submarine sandwich shop in Bridgesport, Connecticut. Originally called “Pete’s super submarines”, they sold 312 sandwiches the first day.

The average cost of a sub was between 49-69 cents.

The fifth sandwich shop they opened was named as ‘Subway’.

SEGMENTATIONSubway segmented its market based on the following methods;

Geographic:

Subway segmented their market based on the test of different geographic location. They are considered COP (Country optional program), SOP (Store optional Program) and MOP (market optional program). For example, they offer mostly halal menu in Middle East countries, mostly vegetable without beef in India, likewise, more sauce for American.

Demographic & socio-cultural

According to subway, majority of customer are concentrated in the age group of 18 to 39 years and are mostly either studying or working.

Psychological or psychographicSubway ‘score customer between the age of 16 to 39 are found to be more health conscious. Therefore, by providing healthy and fresh food, subway segmented the customer based on the psychological.Besides by offering the food at reasonable prices with fast services, subway wants to cater the pockets of the many college going adults.

Behavioural or attitudinalSubway researched that in today’s hectic and busy lifestyle, providing fresh and healthy fast food will give them an upper hand.They also make special promotional schemes during occasions like Christmas and new year by offering gift card, etc on the purchase of its food which shows that they segments the customer based on the occasion under behavioural of its customer.

TARGETING

Subway ‘s targets market is young adults between age of 16 & 39, although people of all ages and background enjoy the delicious and healthy sandwiches. Majority of population lies in between these age groups.

Subway identified its target market as “Demanding Young People Who Know Their Own Minds”. The youngsters who like to have nutrition food rather than pizzas, burgers and fries.

Subway defines its target audience for sub of the day who are in between the age of eighteen to thirty-nine agree any five statements mentioned:

1.The youngsters who believe that they won’t be influenced by any thing.

2. Those audience who wants to be received by other people as they are.

3.The youngsters who likes to follow for a life with novelty, challenge and change. who would like to try with different varieties of food products, the target audience to keep learning with items for whole life.

4.the youngsters who do not bother for their future and wants to cheer up the present life and target audience who wants to be well informed, be organized in life.

5. The youngsters who all with the above or some of the above qualities and who expects and alternative food culture rather than the trash culture.

. Subway offers varied food chains, which is a specification of target audience healthy food list.

Subway at the same time is taking care of consumer’s preference when offering regular sub sandwiches, salads, wraps, snacks, desserts with low fat options, with these more than two million verities of sandwich options.

Further to attract these target audience subway priced its items reasonable priced compared but with higher value.

Subway understand that these target market customer have irregular food habit and are spoiled for the variety of food choices, these customers are intended to choose what they wanted and how structured they want it, they have high expectations with low loyalty.

Subway sandwiches offered to its customers as per their specifications, in front of the customer according to his choice.

Subway is offering its customers the choice of “point to order”, so that new customers won’t confuse for their selection. It is the exact opposite way of delivering the service by its competitors like KFC, Mc Donald’s, Burger King,

POSITIONING Providing a fast food chain for a healthier and hygienic

food is a brand value strategy of Subway.

The above positioning is further strengthened by maintaining a good relation with the American heart association and getting worldwide recognitions due to its healthy supply of food and offering to all ages.

It sends messages to its customer that they are positioned as a fresh and healthy food

PRODUCT Subway in core sells subs and sandwiches but along with

that they also sell a variety of salads, chips, drinks, cookies and soda. Subway has a wide menu with a lot to choose from. Some prominent ones are:

Veggie Delite Burger

Sandwiches-customized

Chicken burger

Salad

Regular and large soft drink

PRICE

Initially subway had their price range from 49-69 cents.

In India, they have a price range from 25-235 rupees.

PLACE

Subway is one of the fastest growing franchises in the world, with 42,673 restaurants in 108 countries and territories.

It is the largest single-brand restaurant chain and the largest restaurant operator globally.

Currently, Subway has 457 restaurants in India.

Orders can also be given over the phone. The sub reaches you within 30 minutes from the nearest outlet.

PROMOTION

Current promotion scheme

PHYSICAL EVIDENCE

PEOPLE At SUBWAY the staff is extremely user friendly.

They greet customer with a smile and deliver the product as per customer’s want.

Staff there ,value the time by serving the order in just no time.

They help the customer by choosing the product and by encouraging them to buy the product.

They deliver consistent standards of hospitality.

They seize opportunities to interact with customers in a personal and positive way.

The staff is well informed about the product contents and nutritional information. Always appear clean and well groomed.

Recruitment policy adopted by them are :

• They Comply with government policies.• Provides job security.• Provides employee development opportunities.• Flexible to accommodate changes.• Ensures its employees long-term employment opportunities.

Employees undergo rigorous on-the-job training in customer service, food handling and preparation.

The recruitment and training processes are standardized globally. subway is always on the look-out for lively team players who are trained according to guidelines which provides quality, service, cleanliness and value (QSC&V) to every customer that they serve.

PROCESS Customers can usually see the kitchen while being served,

thereby allowing transparency, so customers can eat in confidence.

Food is mass-cooked and hot-held until served. However, due to the continual stream of customers, it does not deteriorate before consumption.

To maintain its foothold as market leader, subway maintains a high degree of process standardization across all outlets to increase efficiency.

This ensures that they have high standards of hygiene and food safety in all outlets.

The process they follow is extremely efficient as the customer has no hazels at all .

Review by a customer- “ You order it at the counter and watch it being made by the highly efficient team of staff. When the product is ready, you pay and take it with you. No bills, no queues, no hassles”.

This technique helps SUBWAY to build a better name for itself and to have a potentially high rate of customer satisfaction and thus building a BRAND image for the company.

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