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Deepshikha 140401008

Ravisha 140401029
Yogeshwer 140401042
Target Young, urban, health conscious
Market

Retail Format Franchise Model


Growth estimated at a CAGR of 18% by 2020
45% is vegetarian fast food
Upscale areas
Segmentation: Location
Fast food Casual dining restaurants (CDRs) near residential areas, offices
Non casual dining restaurants (NCDR)
Quick Service Restaurants (QSRs) Competetive Unique association with health and taste
Advantage Lets you make your own sub

2001 The SUBWAY brand


has earned a worldwide
1984 Namaste,
India!
reputation for offering
a nutritious alternative
Expanding
1974 overseas, in
the Middle
to traditional fast foods.

Owned and Eastern nation


operated 16 of Bahrain.

1965 and began


franchising
Fred DeLuc
(17 yrs old)
Dr. Peter Buck
(gave a loan of
$1,000)
Lack of choice No Brand Loyalty
Easy Switching
Convenience
Price Focused
Lack of information or No data collection
ignorance Transactional
Employees not concerned
BUT Inertia

Growth in India is achieved based on volumes,


Alliance/
hence every QSR is looking to expand its presence Collaborative
Transformational

Strong
(With soft drink (expanding Overseas) Sportswear Desirable Brands
giants) Cigarettes Specialist Shops

Supermarkets Banks
Petrol Car Insurance
(food courts, office
(Express Outlets)
Weak

complexes)
High Low
The program (LOCATION BASED WI-FI REWARDS)
not only provides a method to drive loyalty, but it
also provides Subway with some important
analytics including: how many people entered their
store, whether those are new customers or repeats,
the duration of time customers spend within the
store, and the foot traffic outside the store which
isnt coming in

Shuli Lowy,
Marketing director at Ping Mobile, New York
Questionnaire Assessment: 11, Gwalior [M.P.]
November 2013 India
Delight every customer so that they want to 1. Have you ever heard of Subways Yes (86%)
tell their friends; with great value through Restaurants?
fresh, delicious made-to-order sandwiches and 2. How will you categorize the brand Westernized (50%)
an exceptional experience. image of Subways? High end (20%)
Fresh (10%)
Healthy (12%)
4. How will you rate service quality at Excellent (35%)
Subways? Good (32%)
Poor (11%)
Satisfactory (22%)
5. How will you rank Subways in terms of Excellent (45%)
customer service? Good (38%)
Poor (8%)
Satisfactory (9%)
6. Will you recommend Subways to your Yes (50%)
colleagues, friends and acquaintances? No (20%)
May be (30%)
7. What do you think of competitive Excellent (37%)
positioning and strategy about Subway? Good (23%)
Poor (7%)
Satisfactory (33%)
8. How will you rank Subways in terms of Excellent (38%)
Food Quality Stuffed s/w healthy product offerings? Good (22%)
Training of Employees Visible while processing Poor (12%)
healthy food alternative Satisfactory (28%)
Bulk orders
Friendly staff 12. How do you like to recommend our Strongly (72%)
Hygiene
Promos and offers before the order service to others? Very much (18%)
Space Often (10%)
Gloves replaced for vegetarians
References
India Fast Food Market Report 2015 2020
http://www.prnewswire.com/news-releases/india-fast-food-market-report-2015---2020-market-is-expected-to-grow-at-a-
cagr-of-18-505221141.html
http://www.dessencehospitality.com/downloads/QSR-V6.1.pdf
http://shodhganga.inflibnet.ac.in:8080/jspui/bitstream/10603/36086/3/07_%20chapter%202.pdf
http://www.mobilecommercedaily.com/subway-wraps-up-consumer-loyalty-with-location-based-wi-fi-rewards
https://www.google.co.in/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&ved=0ahUKEwiWxcK2i4rNAhVJrI8KHZzaDg8QFggcMAA&
url=http%3A%2F%2Fwww.borjournals.com%2Fa%2Findex.php%2Fjbmssr%2Farticle%2Fdownload%2F298%2F894&usg=AFQjCNEBsX
oIF_4QrrWtgLMTDrONWtBL6g&sig2=TAe103B0n8noEs0p-FZXYw

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