Submitted to:
Ma'am Shumaila Dilawar

Submitted by:
Ehsan-ullah khan Shariq Hanif Ahmad Adnan Arslan Khan M. Ahsan Bajwa Mustansar Imam Khawaja M. Jawad BB-08-04 BB-08-18 BB-08-38 BB-08-45 BB-08-48 BB-08-58 BB-08-65

y y y y y y y

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....................................... 26 Sales promotion: ................ 25 Official pages on social networking sites:................................................... 24 Billboards: .................................................................................................................................................................................................................................................................................................................... 19 Promotion: ................... 6 Our Mission Statement ......................................................................................................... 7 History ........... 4 Price: ..................................................................... 4 Promotion: ................................................................................................................................ 5 Introduction: ................... 7 Global locations ............................................................. 24 Advertisement includes ...................................................................................................................................................................................... 4 Place:......................................... 6 Our Core Values and Philosophy ...................................... 26 Conclusion: ................................................................................................................................................................................................................................................................................................................... 8 Products ...................................................................................................................... 4 Executive summary ................................ 29 3 .............................................................................................................................................. 14 Price: ......................................Contents Product: .......................................................................................................................................................................................................................... 16 Sub Club.......................... 10 Safety: .................................. 23 New location ................................................................................................................................................................................... 24 Fliers: ................................................................................................................................................................................................................................................................................................................................................................................... 17 Place:.......................................................................... 23 Promotional strategies: ................................................................

In this report we will be discussing the 4 P¶s i. fliers. y y y y PRODUCT PLACE PRICE PROMOTION Product: In this report we will be discussing the original menu of subway which offers a range of sandwiches and soups which are offered worldwide in every franchise of subway.e. (DAI) (it will be explained further). But we will be comparing it with other fast food chains in Multan and determine the social class it caters to. We will also be discussing the accessibility of the local residents to the new franchise as opposed to the already functioning branch. The menu varies slightly in different parts of the world with respect to Halal and Haram and the offering of special flavors for local markets. promotion on cable networks and fm radio. Price: As it¶s a multinational food chain so prices are set by Doctor's Associates.Marketing Management Project report: Detailed analysis of Marketing Mix (4 p¶s) Organization: Proposing a detailed marketing mix plan Proposal for opening a new subway branch in Multan. Inc. 4 . And since it is a new concept so we will also focus on door to door promotion. Promotion: We will discuss the promotion strategies according to the market in Multan which will involve the use of billboards. Place: We will be proposing a new location for the opening of a new subway franchise in Multan.

China United Arab Emirates El Salvador 5 . Since then. World travelers can expect the same high quality of ingredients regardless of what nation they are visiting. the core menu stays relatively the same ² with the exception of some cultural and religious variations. SUBWAY® restaurants first ventured outside North America when the first location opened in the small Middle Eastern island nation of Bahrain in December of 1984.Executive summary With more than 33. with your choice of a variety of vegetables and condiments served on bread baked right in the restaurant in Jamaica.000 locations in 94 countries. the SUBWAY® concept has gone around the world. then travel to New Zealand and get the same foot long Turkey Breast Sub! SUBWAY® is a registered trademark of Doctor¶s Associates Inc. and has become a leader in the international development of the quick service restaurant industry. You can enjoy a foot long Turkey Breast Sub. with restaurants opening from Argentina to Zambia. Wherever SUBWAY® restaurants are located. the SUBWAY® brand is the world¶s largest submarine sandwich franchise.

and five regional centers support Subway's growing international operations. 2010. neither Subway nor Doctor's Associates are affiliated with. at corporate headquarters. Subway is one of the fastest growing franchises in the world with approximately 33. located in Milford. Inc. It is owned and operated by Doctor's Associates. Here. Subway's main operations office is in Milford. the Asian locations from Singapore. The term "Doctor's Associates" was chosen due to Peter Buck having a Ph.578 restaurants in 94 countries/territories as of October 1. In the UK and Ireland the company hopes to expand to 2.Introduction: Subway is an American restaurant franchise that primarily sells submarine sandwiches (subs). The regional offices for European franchises are located in Amsterdam.000 locations). salads. when they opened the second Subway restaurant. DAI is a privately owned company. Connecticut. Our Mission Statement "To provide the tools and knowledge to allow entrepreneurs to successfully compete in the QSR industry worldwide by consistently offering value to consumers through providing great-tasting food that is good for them and made the way they like it. the Middle Eastern locations are supported from offices located in Beirut. Lebanon. and personal pizzas. Connecticut. (DAI)." 6 . nor endorsed by.D. Doctor's Association was founded by Fred De Luca and Peter Buck in 1966. The sole purpose of this company is overseeing the Subway chain of restaurants. Australia and New Zealand are supported from Brisbane. Despite Subway's advertised image as a health conscious restaurant. any medical organizations or doctors. Netherlands. approximately 600 people work to keep SUBWAY® Restaurants the number one sandwich franchise in the world. Florida. Australia.010 restaurants by sometime in 2010. India and the Latin America support center is in Miami.It is the largest single-brand restaurant chain globally and is the second largest restaurant operator globally after Yum! Brands (35.

05 billion in sales every year. eventually it adopted the "Subway" name and they decorated the store with maps of the New York City subway system. Connecticut. In addition to traditional restaurants. We take great pride in serving each other.401 franchised locations in 91 countries and produced US$9. 2008. entrepreneurial approach to business. in addition to three located 7 . We know our success depends upon the initiative we take individually and our ability to work as a team y y y y y y History Subway's logo used from 1968 to March 3. our customers and our communities. when he was only 17 years old. As of December 30. but by noon on opening day. We expect fairness and mutual respect in all our activities. 2002. He was trying to raise money to pay for college. so they changed the name to "Pete's Subs".000 from family friends Haydee Piñero and Peter Buck to start his first sandwich shop in 1965. the corner of East Main Street and Boston Avenue in Bridgeport. Forbes magazine named De Luca number 242 of the 400 richest Americans with a net worth of $1. a theme that continues to this day. For instance. there are over 900 Subway locations inside of Wal-Mart stores and 200 on military bases.5 billion. customers were pouring in. In 2007.Our Core Values and Philosophy We are committed to customer satisfaction through offering high quality food with exceptional service and good value. We value a sense of urgency and emphasize an innovative. Subway operates in many non-traditional locations. Fred De Luca borrowed $1. which sounded like "Pizza Marines". He chose a mediocre location for his shop. On the radio advertisement they had promoted the name as Pete's Submarines. the company has 32. including several in Iraq and Afghanistan. We seek continuous improvement in all that we do.

as well as an increasing number on college and university campuses.556 stores in 92 countries and territories This is a listing of countries with Subway franchises. and the #1 "Global Franchise" as well Global locations Subway operates 33. and were selected as the #2 overall franchise in 2008. Countries currently with Subway restaurant locations            Afghanistan Antigua and Barbuda Argentina Australia Austria Bahamas Bahrain Barbados Belgium Bolivia Brazil            Guatemala Honduras Hungary Hong Kong Iceland India Indonesia Iraq Ireland Isle of Man Israel 8 . In UK and Ireland some Subways are located inside Londis stores Subway restaurants have been consistently ranked in Entrepreneur Magazine¶s Top 500 Franchises.556 stores in 92 countries and territories.inside The Pentagon. it was ranked as the #3 "Fastest Growing Franchise". followed by countries without one. Additionally. Subway operates 33.

                     Bulgaria Canada Cayman Islands Chile China Colombia Costa Rica Cuba (Guantanamo Bay Naval Base) Czech Republic Denmark           Italy Jamaica Jordan Japan South Korea Kuwait Lebanon Luxembourg Macau Malaysia Marshall Islands Mexico Netherlands Aruba Bonaire Curacao New Zealand Nicaragua Norway Oman Pakistan 9 Dominica  Ecuador  Egypt  El Salvador Finland France Saint Martin Germany Gibraltar Greece Grenada         .

All cookies and pastries are defrosted and re-heated to be served fresh each day. In order to ink the current deal with Coca-Cola. most Subway markets switched their beverage contracts to supply CocaCola products exclusively. turkey or other meat items arrive frozen and are defrosted overnight. Like many fast food brands. having previously left it up to the individual market to decide whether to serve Coke or Pepsi. Many stores also offer Cookies. Coca-Cola helped pay for the initial rollout of toaster ovens to all existing restaurants in North America. or "Sub". Subway's main product is the submarine sandwich. Subway gave 10 . Subway added seasoned breads and a line of specialty items to its menu and in 2003. All Subway's bread is baked fresh from defrosted bread sticks. and Danishes which may be purchased in a variety of flavors.Products A SUBWAY Club 6" sandwich. In 2001. Subway uses frozen produce in order to maintain product consistency and keep costs low. Vegetables are factory prepared and are delivery to store sealed in vacuum packs ready for service. ready for service the following day. Ingredients such as the beef. muffins. White macadamia nut (left) and double chocolate with white chocolate cookies.

as well as market selected options such as carrot. onions. cucumbers. except in Canada. Michigan. Quiznos. the first kosher Subway restaurant in the United States opened in a suburb of Cleveland. Boston. but most don't serve any form of cheese at all. kosher Subways have opened in New York. 11 . olives. and Baltimore. bell peppers. and plans have been announced for Milwaukee. which are a minimum of three feet long. MOP (market only program) but retain core items which are included at every store. and one inside the JCC in West Bloomfield. The sandwich contains salami. In addition to their standard menu.customers the option to have their sandwiches toasted in response to increased competition from a rival sandwich chain. and over one hundred in the United Kingdom. it was Subway's most popular cold sandwich in the United Kingdom. "With slight modifications. These giant sandwiches can be ordered in bulk and to nearly any specification. tomato. and the use of soy-based cheese. All Subway stores offer customers lettuce. radish and avocado. but now stands for Biggest. Subway in Mexico still serves Pepsi products. The success of these stores has been mixed. "Foot long" (30 cm). In Australia. and Tastiest. They offer "Giant Subs". As of 2004. Like other fast-food restaurants. pepperoni and ham (chicken slices in Muslim countries). which originally stood for Brooklyn Manhattan Transit. jalapeños and pickles. sold in "Six-inch" (15 cm). Kansas City. NJ. and the four inch (10 cm) "Mini Sub" sizes. There are also at least two Subway restaurants in the United States that do the same. Subway also offers sandwich platters. three in Canada. One of the chain's best-known sandwiches is the BMT. as well as Livingston. Meatiest. Subway spokesman Jared Fogle was in attendance at the opening. The main food sold by the store is Submarine sandwiches. These are considered COP (country optional program). Los Angeles. the introduction of Fresh Toasting enabled the Subway Franchise to prevent Quiznos from gaining market share. All Subway restaurants in Muslim countries serve a halal menu. the menu is virtually identical to that of any other Subway restaurant. Ohio. consisting of 3 dozen cookies. such as no pork-based products. The deal with CocaCola led to Quiznos switching to Pepsi chain worldwide. which consist of 5 foot long sandwiches per platter. which popularized toasted submarine sandwiches. In 2006. by country and by market. corn. however. Cookie platters are also offered. they offer "limited time offers" or LTO from time to time. a suburb of Detroit." Since then. SOP (store optional program). something which Subway has promoted as a part of their campaign to tailor every sandwich to the individual customer's taste. Subway also offers catering for all types of occasions. Subway menus vary by store. Some of these locations serve soy cheese.

but the company will open more halal stores. breakfast items include such baked goods as bagels. Seattle's Best Coffee announced that they'd signed an agreement to serve freshly brewed coffee as part of Subway's breakfast offerings. In November 2009. Subway also offers items other than sandwiches. As for Pakistan.with many locations reporting reduced sales as a result. following are the various kinds of sandwiches offered: Classics: o Italian BMT o Tuna o Chicken teriyaki o Etc. although it was second overall behind Wendy's. and as of July and August 2006. egg & sausage sandwiches. Breakfast and pizza items are only available in some stores. Hot toasted subs: o Steak and cheese o RCB o Subway melt Basics: o Veggie delight o Roast beef Salads: o By choosing your favorite vegetables with or without meat Kid¶s pack Drinks Subway crisp (Lays) 12 . The personal pizzas are made upon order (as with their sandwiches) and heated "in less than 90 seconds" (cooking for 85 seconds) as advertised on televised commercials.. Subway was also first in the "Best Service" and "Most Popular" categories. Most stores offer additional toppings upon request. The 2009 Zagat Fast-Food Survey rated Subway as the best provider of ³Healthy Options´ in the Mega Chain category.. "personal pizzas" are available in select markets to their menu.

Cookies: o Chocolate chip o Double chocolate o Macademia nuts Below is the subway menu offered nation wide * Scanned copy of the original menu of subway in Pakistan 13 .

fruits. lean protein (with the exception of the Veggie Delite®) and dairy when milk is ordered. The SUBWAY meals include grains. All the meals also meet the specific nutrition criteria:        Less than 500 calories Low Fat/ <30% calories from fat Low Saturated Fat <10% calories from saturated fat Low Cholesterol Trans Fat Free. vegetables.Safety: SUBWAY® Nutrition Criteria Subway® recognizes the importance of providing customers with a well-balanced meal that includes a variety of food groups that is consistent with the USDA Dietary Guidelines for Americans. They are specially trained to meet the hygiene requirements set by the Doctor¶s Association 14 . meals contain absolutely no partially-hydrogenated oil Contain at least 1 serving of fruit Less than 5% calories from added sugar Subway sandwiches are prepared by employees whom Subway terms "Subway Sandwich Artists".

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he told us that at lunch time. you can see that these prices are economical for the working class. 4 crisps) 16 . on Eid or summer deals e. 4 drinks.Alam branch in Lahore. subway also offers special deals in Ramzan.M. As you can see from above that if you select any sandwich and make it a subway meal so it comes to be roughly Rs. Compared to other fast food chains. mostly employees of banks. they offer "limited time offers" or LTO from time to time. 899 (4 subs. In addition to their standard menu. in KFC. 350 e.Price: Above is the price list that is valid throughout Pakistan. multinational companies and students visit the subway so basically it caters to a very broad social class. Winter deal (coffee and cookies for Rs. Like other fast-food restaurants.g. 320 and other fast food chains start their meals at a minimum Rs. When we met the manager of subway M.g. 80) Family deal for Rs.

199) Corporate deal: Offered to banks. Every time you buy a sandwich. The deal includes a discount of 20% on chicken teriyaki sandwich which is the most popular sandwich.Lunch time offer (sandwich with free refill for Rs. multinationals and telecom sector offices employees. the card is stamped and after all 6 boxes are stamped you get a 6 inch sandwich. Below is the picture if the card Sub Club g 17 . Sunday deal (buy 1 get 1 free 6inch sandwich) Ramzan deal (for 1st 15 days buy 1 get 1 free and for next 15 days buy 2 get 1 free) Sub club cards: when you buy a regular foot long sandwich you get a card with 6 boxes on the back.

179 that normally costs Rs. 18 .Sub of the day: for every day there is a special sandwich that is offered at approx. 239.e. one sandwich costs Rs. 35% discount i.

MUX. Gulgasht Colony Multan. many colonies on the sides of Bosan road e.g. Zikriya town and Income tax colony. Nasheman colony. With the existing branch in Multan Cantt.g. PAK We chose this place because this place has a good parking space and also there are other restaurants surrounding e. 60700. Another important reason is that on this location. people from Gulgasht and far flung 19 . Due to the increasing traffic. This location is important because it offers the customer a wide range of food outlets on the same road which also includes our SUBWAY. The new branch will cater to the residents of Gulgasht colony and its surroundings. Below is the snapshot of the location taken from Google maps. AFC & Pizza Hut. earlier there was a very successfully running restaurant PAPRIKA BISTRO so customers are well aware with the location. *20A.Place: We selected a location for the new SUBWAY branch in Multan.

areas such as New Multan avoid going to Cantt. 20 . So this branch will be a good option for them. Now we will show you the areas which the new branch can cover.

y y y y y y y y y y y y Justice hameed colony Siddiqia road Gulgasht colony Sabza zar colony Income tax colony Nasheman colony Zikriya town Shaleemar colony Khan village Wapda town Buch villa And other adjoining areas The next map shows the south-eastern locations that the new branch will cover in Multan. that the new branch will cater to.These are some of the areas highlighted in the map. y y y y y y y y y y y y Officers colony Ghaziabad colony Qilla kohna qasim park Shah sams colony Al-Mustafa colony Lodhi colony Al-jannat homes Naqshband colony Shahrukn-e-alam Wapda colony Rasheedabad Shamsabad 21 .

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PAK 23 .Promotion: Since we are launching a new branch. Gulgasht Colony Multan. This is one of the initial boards we will put up to arouse the interest of the customers and later billboards will convey the location of the new branch i. 20A. So our promotion will be more concerned with informing people about the new branch. 60700. Thus our promotion will include y Information: o Location o What is SUBWAY? o Some facts about SUBWAY o Why SUBWAY? * one of the billboards we will install on main populated locations in Multan.e. we will be focusing on the Grand opening of the new branch.

Cable network ads. SMS and Email marketing Official pages on Social networks e.g. 24 .Promotional strategies: Advertisement Public relations Sales promotion Advertisement includes y y y y y y y Billboards Fliers Newspaper ads. Facebook Billboards: These are some of the billboards that we will use. FM radio ads.

y door to door distribution y mostly used for promoting limited time offers.Fliers: Fliers include small pamphlets that are sometimes y put in newspapers y distributed on signals. y Available at branch as well Some examples of fliers are 25 .

Below is the picture of our official page on Facebook Sales promotion: Sales promotion includes: y y y y y y Floats Events sponsorships Limited time offers Discounted deals Stalls Merchandise 26 . Facebook to appeal to the growing number of people on these sites.Official pages on social networking sites: We also created official pages of the franchise on popular social networking sites e.g.

Disclaimer: These pictures do not show any events organized by SUBWAY. These are just for the sake of clarifying our plans for the future. 27 .Below are some of the examples of floats and events that SUBWAY is planning to use and sponsor respectively in the near future.

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Since we were asked to explain in detail the marketing mix in relation to a well known organization so we chose SUBWAY for this purpose.Conclusion: This report is sort of a feasibility report for launching a new branch. The promotional strategies are also explained in detail and we also provided some examples of how we can carry out our promotional plans in the future. 29 . We explained in detail the 4 p¶s in relation to the strategies adopted by SUBWAY and the promotional and pricing aspects that need to be considered when launching a new branch. This report also provides a competitive analysis of SUBWAY with other fast food chains working in Multan. We also provided pictures of the new location that will cater to a new breed of customers.

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