Segmentation -

1. Geographic: Subway segmented their market based on the basis 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 vegetable without
beef in India, likewise, more variety of sauces for American.

2. Demographic & socio-cultural According to subway, majority of

customer are concentrated in the age group of 16 to 39 years and are
mostly either studying or working.

3. Psychological or psychographic: Subway‘s core customer lies 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.

4. Behavioural or attitudinal Subway 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 fresh and
healthy food company.

Persona -

1. He is an overweight, who wants an easy-to-follow, affordable diet plan

with lots of choices and familiar foods. This buyer persona helps link
Subway redefine itself as a healthy place to eat, and accordingly its
menu can be highlighted with low-calorie meal options.

2. Second, are office goers, earning a good chunk of money, who are on
the go to meet clients for business purposes. These people usually need
to stay fit as well as an option for takeaway. Subway can easily cater to
this group as well.

3. Third are students. Subway is quite famous among college students

quite often seen as a hotspot for hanging out with their friends or
partners. Youngsters who like to have nutritional food rather than junk
food specifically fall into this group.

4. Lastly would be picky eaters. People who want to increase their intake of
nutrition in their food but are choosy about it. Subway sandwiches can
be a go to option for them providing nutrition as well as good taste.

Influencer Marketing:

Influencer marketing is a type of marketing that focuses on using key leaders to

drive your brand’s message to the larger market. Rather than marketing directly
to a large group of consumers, you instead inspire / hire / pay influencers to get
out the word for you.

For example, Subway created the #SubDance challenge collaborating with

Melvin Louis. The challenge was upbeat, involving dance and fun in it.

In order to reach more people, we can use Influencers in the fitness industry,
food enthusiasts as well as media houses. Influencers in the fitness industry like
BeerBiceps and Gaurav Taneja will help promote Subway as a healthy
alternative to other fast food joints for people looking to get in shape.

On the other hand, food bloggers like Karan Dua and Sanjyot Keer will help
promote the taste and quality aspect. Media houses like ‘Ok Tested’ can
collaborate in the form of short videos with artists trying out our sandwiches
and reviewing them as well.

Digital Display Advertising -

Digital display advertising is graphic advertising on Internet websites, apps or

social media through banners or other advertising formats made of text, images,
flash, video, and audio.

Now in case of Subway, the display ads have to be attractive and catchy in order
to actually persuade the customer to click on the ad and purchase their sub. If
you have a look at these campaigns, the colors that have been used are mostly
green and yellow. The yellow color actually grabs your attention while green
signifies warmth and attention as well as healthy and fresh.

Digital Display ads actually help us get Immediate exposure, Reach, help in
Geotargeting, Reporting and Budgeting.

Ad Campaigns –

These campaigns have been made to actually connect with audience who are
interested in movies, TV Shows as well as games. This audience usually
consumes a lot of content and can relate to the creative’s here. Friends being
an all time favourite for many can actually be a great source of content for our
campaigns here.

Localise –

In these two campaigns we can see the subtlety of these two campaigns, left
one being meant for father’s day while the right one for Valentine’s Day.
However Subway can actually slip in their sandwiches in a very subtle manner
thereby promoting both their product as well as the occasion.