NAMEA manufacturer is a combination of name, term, sign, symbol and style intended to recognize the goods or perhaps services of one seller, which helps him/her to separate from the ones from competitors (Kotler 2006, 269). Subway is first known as Pete’s Super Boat in 1965. The name was shortened to Subway and it is also then simply, the initial franchised unit was opened up in mid 1970s in Connecticut (Subway 2008). Perhaps, the founder of subway ” Fred DeLuca and Dr . Peter Buck ” realized the importance of developing a great brand name.
There are several desirable qualities for a manufacturer. It should (i) suggest regarding the product’s benefits and qualities, (ii) be simple to pronounce, understand and remember, and (iii) special.
Subway offers fulfilled these qualities. Their slogan ‘Eat Fresh implies the quality of the elements used for the submarine casse-cro?te. Also, because Subway offers a wide assortment of products like sandwiches, green salads, cookies, poker chips etc, producing every check out a fresh 1 for its customers.
Along with green as well as the use of tomato vegetables in the logo symbolize the healthier part of Subway’s food products. Subway includes a high amount of brand understanding; consumers are capable of associate Subway with its boat sandwiches which might be filled with fresh vegetables. The brand brand is not really offensive; it did not produce any inappropriate excitement like French Connection’s provocative motto ” FCUK, which has led to many controversies in countries including Singapore. Brand name is important as a good one can put greatly into a product’s success (Kotler 2006, 273).
SUBWAY’S OVERALL PROS AND CONS
StrengthsSubway features successfully market itself as a healthier substitute for traditional junk fast food. In the press release in 18 November 1999, Subway has detailed the seven low-fat subs with six grams of fat or less menu offering convenience and great nutrition food products for customers’ fast-paced lives. This has made Subway since the best fast food choice pertaining to consumers who also are concerned about ingesting right; efficient or aiming to eat healthy and balanced. Also, based on the press release, Subway is alert to the nutritional needs of vegetarian consumers and offer alternatives for them ” Veggie Delite, which is merely a salad meal.
At Subway, consumers are in a position to personalize their own submarine sandwich by choosing the type of ingredients, aromate and saladdressing they wish to have for their sandwiches. The choice of obtaining the sandwich toasted is available as well. This personalized service is definitely not prevalent in most with the fast food eating places. Besides, unique sides just like freshly cooked cookies and potato chips can be found instead of the normal mash potatoes, French fries or coleslaw. Generally, the part served is comparatively in comparison to normal burgers. Total, Subway’s sandwiches are loaded with refreshing ingredients that identify Subway from the competitors.
WeaknessesSubway’s sandwiches are likely to become soggy after retained for a time period without consuming. This will affect the overall tastiness with the sandwich. Such situation takes place most frequently in people who do take-away. In addition , Subway’s sandwiches only come in Six-inch or foot-long sizes. This may be regarded as a relatively huge portion to consumers to whom may include smaller appetites, especially for the tweens and those younger. Also, Subway’s casse-cro?te are not Halal Certified. ‘Halal’ is an Arabic word which means lawful or permitted. Any foodstuff or drink that falls under this category is allowed for ingestion. (Majlis Ugama Islam Singapore 2008)
As subway’s items are not Halal Certified, the affected persons would largely be the Muslims. Consequently, Subway may possibly lose these kinds of potential consumers, where in fact there could be in order to tap a global Halal food market of about 1 . 4 billion dollars people. Consequently, stalls with Halal Recognition will have a competitive benefit over Subway. (Majlis Ugama Islam Singapore 2008)
TIPS
1 . To prevent Sandwiches via becoming soggy easily, Subway can distinct Sandwich’s dressing for take-away orders. As a result, the taste of the Sandwiches will not be affected.
installment payments on your To conquer the weak spot of Casse-cro?te being a relatively big section to people with smaller appetites, Subway can easily introduce small sizes of sandwich. As well, even though Subway Singapore really does provide children meal to cater to the tweens and younger audience, known as “Kids’ Pak, in comparison with kids meals available in McDonald’s and White castle, Kids’ Pak is relatively unknown.
The image of Kids’ Pak. (Official SUBWAY Restaurants’ Internet site 2008)Kids’ Pak, a specially designed meal package for children that includes asandwich ready on a 4-inch round deli-style roll, a fruit roll fruit treat, a fully juice container and a toy premium. (Subway Singapore 2008) (Is it easy for this passage to shift to near the above pic? )Hence, Subway Singapore should certainly widely advertise on the accessibility to such youngsters meal to get more client awareness of the item. This can be completed through cards and TV SET advertising, specifically on Youngsters Central ” Singapore’s local channel for childrens, where children are the main audiences. This way, it will appeal greatly to them and parents sees the meals as a superb option for a healthier meals as body fat contained within the Subway’s Kids’ Pak ” similar to Subway Fresh In shape for Kids is a lot lesser within Kids’ Meals offered by McDonald’s and White castle. (Subway Fresh Fit d. d. )
The Image of Halal Documentation (Majlis Ugama Islam Singapore 2008)However, at present, Subway is not able to obtain Halal Certification due to various market, regulatory and business concerns. However , Subway still really does cater to clients who need a non-pork menu. Subway obliges by recommending them what is suitable in the menu and would in order to a fresh set of gloves to arrange the sandwiches. (Subway Singapore 2008)
GENERALLY, GIVE five EXAMPLES OF PRODUCT PACKAGING OR PERSONALISATION WHICH ACTS A COMPETITIVE ADVANTAGE FOR A FIRM
Coke: The labeling of softdrink not only offers convenience to consumers, yet also helps client to identify the merchandise easily through its shape and color ” white and red, of the bottle. In addition , the branding of Coke offers facilitated the promotion coming from all same-brand goods. Examples happen to be Coke Absolutely no, Coke Light and Vanilla Coke.
McDonalds’: The logo ‘M’ is well known worldwide which in turn helps acceleration consumer buys by identifying the firms’ product. The color combination of the logo ” reddish and yellowish also provides a tool in identifying its product.
Apple: The logo of Apple means product top quality and an application as position and self-expresion as apple has successfully brand and market on its own. According to Gobe, M., “The power of their marketing (Apple) is that keeps them alive, wherever brands have established deep, long lasting bonds with their customers. (Kahney 2002) This foster of brand name loyalty serves as a competitive advantage above rival firms.
KFC: The acronym of Kentucky Fried Chicken helps to ensure profound results for consumer to say and spell. In addition, it denotes the item that it’s providing and differentiates the quality of that chicken sold from contending firms. Additionally, the use of ‘Colonel Sanders’ as being a mascot/logo additional helps in determining KFC’s merchandise. (Armin. 2006)Nike: Nike provides effectively company itself by using a ‘tick’ as the logo. The incorporating of the simple ‘tick’ onto the appearance of its products makes it distinctive by rival businesses.
In general, all these brands happen to be widely recognized, where consumers are just able to associate the brand name and its goods.
(Need to write conclusion? )Reference List1. Kotler, P., S. Adam, T. Brown, and G. Armstrong. 2006. Principles of Marketing. Sydney. Pearson Education Australia.
installment payments on your Subway 08. n. m. About Subway: History. http://www.subway.com.sg/exec/sam/view/id=540/node=206/ (accessed March 2, 2008).
3. Singapore. Majlis Ugama Islam Singapore. 2008. Halal Main Webpage: Basic Principles. Islamic Religious Authorities of Singapore. http://www.muis.gov.sg/cms/services/hal.aspx?id=1706 (accessed October 5, 2008)4. Singapore. Majlis Ugama Islam Singapore. 2008. Halal Certification: Halal Certification Benefits. Islamic Faith based Council of Singapore.
http://www.muis.gov.sg/cms/services/hal.aspx?id=1704 (accessed Oct 5, 2008)5. Majlis Ugama Islam Singapore [Image]. 2008. http://www.muis.gov.sg/cms/services/hal.aspx?id=1704 (accessed August 5, 2008)6. Subway Singapore. 2008. About us: Subway FAQ’s. http://www.subs.sg/aboutus/aboutus_faq.html7.Subway Singapore. 2008. Common questions. http://www.subway.com.sg/exec/sam/view/id=544/node=294/8.Official SUBWAY Restaurants’ Website [Image]. 2008. http://www.subway.com/subwayroot/menunutrition/menu/menu_kidspak.aspx9.Subway Fresh Match. n. deb. Fit Youngsters: Nutritional Info.
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