CASE STUDY ON

MARKETING STRATEGY IN
INDIA
BY GROUP -2
 OVERVIEW STP
• Subway, the world's largest sandwich
Segmentation- who more conscious
chain, has revolutionized the fast-food about their health and food
industry with its healthy and customizable consumption pattern
Targeting - aged between 18-39
sandwiches. years old
• The journey of Subway started in 1965 Positioning- Customizable ,fresh
and healthier fast food .
Initially, the store was named Pete’s
Super Submarines, but later, they decided
to change it to Subway.
SWOT
• STRENGTH
• Subway follows franchise model . • Customization
• Vegetarian option
Subway's USP is freshness.
In India, it controls an about 6% share of • WEAKNESS
India's Rs 18,800 crore organised QSR • Competition
• Limited menu Diversity
market while Domino's, the market
• OPPORTUNITY
leader, has a 21% share, followed by • Health and wellness trend
McDonald's with 11%. • THREAT
• Change in consumer
preferences
 Marketing Strategy
• Health and Freshness Focus- subway's marketing
strategy in India has revolved around promoting
the brand as a healthier alternative to traditional
fast food.
• Customization: Subway's has "Build Your Own"
concept.
• Local Sensitivity: Subway has adapted its menu
to cater to Indian tastes and dietary preferences.
• Promotions and Discounts: Subway in India has
used promotions, combo deals, and discounts to
attract customers and encourage repeat visits.
Cont…..
•Digital and Social Media Marketing- Subway has
capitalized on the digital landscape by utilizing social media
platforms, online advertising, and digital campaigns.
•Local Partnerships: Collaborating with local influencers,
brands, and events has been part of Subway's strategy to
enhance its visibility and credibility within the Indian market.
•Store Locations: Selecting strategic locations such as high-
traffic areas, office complexes, educational institutions, and
shopping malls has been integral to Subway's success in India.
•Community Engagement: Subway has engaged with local
communities through charity events, tie-ups with schools or
colleges, and participation in local festivals or events.
Cont…..
•Innovation and Menu Diversity: Periodic introductions
of new sandwiches and salads keep the menu fresh and exciting.
•Health and Fitness Associations: Subway has
aligned its brand with health and fitness trends,
often partnering with fitness events or influencers
to promote its offerings and encourage a healthier
lifestyle.
•Localized Marketing Campaigns: Subway has
launched region-specific marketing campaigns that
resonate with local cultures and festivities,
enhancing brand relevance and appeal.