Subway Chain Tested International Waters

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TARGET MARKET
The process of breaking down the total market for a product or services into distinct sub groups or segments, where each segment might represent a distinct target market to be reached with a distinctive marketing mix. The bases of segmentation are demographics, geographic, psychographic and behavioral.
SUBWAY Segmentations
Age group-(18-39), Income Level-(c1), Healthy Life style, Urban Area, Halal sandwiches, Kid’s meals, Worldwide locations
SUBWAY is always improving their geographic segmentation from their early developing age. By studying SUBWAY’s geographical expansion we can identify what kind of segmentation they include their marketing strategies. SUBWAY chain tested international waters in different countries and the
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Marketers do targeting for segmented markers. Year 2003 SUBWAY improves the nutritional content of its Kids meal by switching the carbonated soft drink to a juice box and changing from a high calorie cookie to fruit roll up fruit snack that is high in vitamin C. Many of the Kids Pak toys are now designed to inspire physical activity; the website includes a resource for parents striving to manage their children’s diet and exercise levels. Parents and children can also ask Jared Fogle about how he lost his weight or how they can incorporate fun exercises into their daily life.
The increase in sales of the sandwiches has been a result of decrease in consumer interest in hamburgers and fries and increases in demand for healthier options. Sales of sandwiches are growing 15 percent annually, outpacing the 3 percent sales growth rate for burgers and steaks. SUBWAY target virgin international markets using their strong brand.

POSITIONING
Positioning is all about “perception”. It refers the customer’s perception of a product or service in relation to its competitors. SUBWAY positioning their products by continuing to build the brand on the “freshness” platform. The SUBWAY chain is expanding its universe of potential customers as a place for “TASTY” and “HEALTHY” food. The positioning, communicated via an effective advertising campaign, will serve to make SUBWAY chain part of customers’ everyday consideration set. For example,
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