Ch. 14 - Marketing Channels and Retailing

 

Retail Format : Franchise Model

Definition of Retailing mix :

Retailers combine the elements of the retailing mix to come up with a single retailing method to attract the target market.

Subway's Target Market : Young, Urban, Health Conscious

Product :

SUBWAY menu offerd a wide variety including salads, pasta, dinners, soups and desserts. They offer wider menu and better quality fresh products. They constantly offered wider menu and better quality fresh products from 1996 to 2005. Subway prides them on always having the freshest ingredients available for sub, and they hide nothing from the customer. All their products are made on the spot while the customer chooses what toppings thay want on the sub.

Price :

Price is a potent element of the retailing mix because of its retailings' goal is to sell products to consumers, and the right price is critical in ensuring sales. SUBWAY use upscale pricing little higher than normal subs in the market. They offer differential pricing starategy
with value pricing. But create value products by service in terms of quality. Above of all, Subway is not dealing with the junk food like Mc Donald's and Subway refer to the quaility food and healthy food but in affordable prices.

Place :

To sale products, arranging Place to open a outlet becomes very important. Place determines where a product is distributed to the customers. As SUBWAY do have many Outlets on and near Oxford Street but the research shows that the outlets near to subways or public places can make the huge differences as far as the sale in concern. But, sometime people get irritated to see the too many Outlets within a small area like SUBWAY do have many branches on Oxford Street so some time can be negative point.

Promotion :

The majority of the advertising is done via national TV during prime time, sports and late programming on major broadcast networks and cable networks. Additional advertising is done via local markets on TV, radio and in print. SUBWAY restaurants also promote advertising messages and specials in-store with point of purchase material such as posters, menu translates.

Presentation :
Customers can see what is being made and can also customize their subs. And, the layout allows a sequential flow from ordering, making of the sub to billing. There are one non-veg and the other veg with billing counter in the center.