Description
This is a ppt on subway and the indian consumer.
About
? With more than 31,000 locations in 90
countries, the SUBWAY® brand is the world’s largest submarine sandwich franchise, and has become a leader in the international development of the quick service restaurant industry. ? SUBWAY Systems Pvt. Ltd. Is a wholly owned subsidiary in India ? Wherever SUBWAY® restaurants are located, the core menu stays relatively the same
While eating out, what do you give preference to? Nutritional value – 12% Taste – 88%
ANALYSIS
? Indian Perception:
Nutrition at home, Taste while eating out
? SUBWAY has modified its
RECOMMENDATION
? Projects itself as a health
menu, keeping in mind the Indian tastes. (Chicken Tikka , Paneer Tikka, Aloo Tikki Sub) 6” Sub: 6 grams of Fat
conscious brand ? Should promote the ‘Taste’ factor along with nutrition
Which food chain, according to you, offers nutritional fast food?
Analysis
? The Indian Consumers are uncertain about
their own perception of nutrition. (50% response includes – NMIMS canteen, Haldirams, not sure) ? SUBWAY is perceived purely as a healthy brand. ? Mc Donalds enjoys top of mind recall in the ‘fast food’ category
Recommendations
? Enhance brand visibility - TV ads ? Use catchy nutritional terms to reaffirm its
healthy stand ? In ‘09, SUBWAY has earmarked 3-4 crores to become more active on the advertising front. ? Shift its advertising motto from ‘healthy food’ to ‘healthy fast food’
Have you heard of
? Aided recall – 98% yes, 2% no
How many times in a month do you visit SUBWAY ?
What do you dislike the most about the food at SUBWAY?
Analysis
? Higher Price leads to less footfall especially for ? ? ? ?
the price-sensitive Indian consumer Limited options for vegetarian Too specialized – very few add-on snacks apart from sub A westernized aura - difficult for Indian consumers to relate to the brand Indians uncomfortable with the concept of Uncooked Food
Recommendations
? Increase their value proposition – “value for ? ? ? ? ?
money” Expand vegetarian menu Introduce low priced add-on snacks to attract consumers ( Frozen yoghurt, shakes etc) Cut across segments (age, income) in its advertising strategy – Indianised ads Remove the misconception regarding Uncooked Food through ads Introduce a spicy variant in its sauces to cater to the “hot and spicy” demand
What do you like the most about SUBWAY?
Analysis
? Customization – I can
make it the way I want it ? Good quantity - filling
Recommendations ? Use customization as The Brand Differentiator
Which activities are you involved in?
Analysis
? Staying healthy
Recommendation s
? Linking the low
is the new fashion
involvement product with the high involvement concept – like tying up with health centres, sports clubs.
? Sponsoring health
related events.
? Targeting the
sedentary work culture.
K N A H T U O Y
doc_449894676.ppt
This is a ppt on subway and the indian consumer.
About
? With more than 31,000 locations in 90
countries, the SUBWAY® brand is the world’s largest submarine sandwich franchise, and has become a leader in the international development of the quick service restaurant industry. ? SUBWAY Systems Pvt. Ltd. Is a wholly owned subsidiary in India ? Wherever SUBWAY® restaurants are located, the core menu stays relatively the same
While eating out, what do you give preference to? Nutritional value – 12% Taste – 88%
ANALYSIS
? Indian Perception:
Nutrition at home, Taste while eating out
? SUBWAY has modified its
RECOMMENDATION
? Projects itself as a health
menu, keeping in mind the Indian tastes. (Chicken Tikka , Paneer Tikka, Aloo Tikki Sub) 6” Sub: 6 grams of Fat
conscious brand ? Should promote the ‘Taste’ factor along with nutrition
Which food chain, according to you, offers nutritional fast food?
Analysis
? The Indian Consumers are uncertain about
their own perception of nutrition. (50% response includes – NMIMS canteen, Haldirams, not sure) ? SUBWAY is perceived purely as a healthy brand. ? Mc Donalds enjoys top of mind recall in the ‘fast food’ category
Recommendations
? Enhance brand visibility - TV ads ? Use catchy nutritional terms to reaffirm its
healthy stand ? In ‘09, SUBWAY has earmarked 3-4 crores to become more active on the advertising front. ? Shift its advertising motto from ‘healthy food’ to ‘healthy fast food’
Have you heard of
? Aided recall – 98% yes, 2% no
How many times in a month do you visit SUBWAY ?
What do you dislike the most about the food at SUBWAY?
Analysis
? Higher Price leads to less footfall especially for ? ? ? ?
the price-sensitive Indian consumer Limited options for vegetarian Too specialized – very few add-on snacks apart from sub A westernized aura - difficult for Indian consumers to relate to the brand Indians uncomfortable with the concept of Uncooked Food
Recommendations
? Increase their value proposition – “value for ? ? ? ? ?
money” Expand vegetarian menu Introduce low priced add-on snacks to attract consumers ( Frozen yoghurt, shakes etc) Cut across segments (age, income) in its advertising strategy – Indianised ads Remove the misconception regarding Uncooked Food through ads Introduce a spicy variant in its sauces to cater to the “hot and spicy” demand
What do you like the most about SUBWAY?
Analysis
? Customization – I can
make it the way I want it ? Good quantity - filling
Recommendations ? Use customization as The Brand Differentiator
Which activities are you involved in?
Analysis
? Staying healthy
Recommendation s
? Linking the low
is the new fashion
involvement product with the high involvement concept – like tying up with health centres, sports clubs.
? Sponsoring health
related events.
? Targeting the
sedentary work culture.
K N A H T U O Y
doc_449894676.ppt