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Communication- Transfer of ideas.

Marketing communications means by which firms attempt
to inform, persuade, and remind consumers directly or
indirectly about the products and brands they sell.

The project is all about designing an integrated marketing
communication programme for SUBWAY Ranchi.

SUBWAY, the sandwich specialist from America is now open
at JD HIGH STREET MALL, Ranchi.


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Integrated marketing communication (IMC) is the
coordination and integration of all marketing communication
tools, avenues, and sources within a company into a seamless
program that maximizes the impact on consumers and other
end user at a minimal cost.

Tools of IMC- ADVERTISING, SALES PROMOTION, DIRECT
MARKETING, PUBLIC RELATIONS PUBLICITY, PERSONAL
SELLING WORD-OF-MOUTH-MARKETING.

Tools we are using for our IMC program are advertising
through print media, outdoor media, electronic media, event
promotion etc.

INTRODUCTION
Biggest fast food chain in world

One of the fastest growing franchisees in world with 34,751
restaurants in 98 countries.

Fred Deluca co founded it with peter Buck in 1965.

Owned and operated by Doctors Associates Inc.(DAI)

Bigger than McDonalds in US.
INDIAN MARKET
209 restaurants , ranking 12
th
among 98 countries.

In 2003, the menu was Indianised and price was dropped for
Indian market, pushing up the sales 20%

Plans to add 100 outlets in next one year



Source: *www.subway.co.in
PRODUCTS
Best known sandwiches both national and international
favorites includes veggie patty, paneer tikka, aloo patty,
chicken meatball, roasted chicken etc.

Other item includes breakfast menu such as baked bagels,
eggs and sausage sandwiches.

Personal pizza are made up on order.

ADVERTISING AND PROMOTIONS

Uses advertising slogan EAT FRESH.

Slogan explains sandwiches are made from freshly baked
breads, using fresh ingredients in front of customers to their
exact satisfaction, by employees.

Has used INSTANT WIN COMPETION BASED ON GAME
SCRABBLE as one of the promotional events.

Has PRODUCT PLACEMENT television advertisement
campaign for US series.
*www.subway.com



FRANCHISING STRATEGY
Privately held and still led by its founder

All outlets are franchised and follows unconventional
methods in approaching customers.

The company sign up multiple small franchises, unlike
McDonalds and most other chains,

8000 outlets in non- traditional and unusual location such
as goodwill store & automobile showroom.


MAJOR COMPETITORS
LOCAL FAST
FOOD JOINTS &
RESTAURANTS
FAST FOOD INDUSTRY IN INDIA
Growth rate of 25 to 30 % i.e. INR 11 billion for Indian
Organized Food & Retail Sector.

Indian fast food market is valued at $1 billion approx.

Subway faces intense competition from Mc Donalds because
its food safety, hygiene and quality standards.

While Mc Donalds focuses on kids selling burgers and Ice
creams Subway put emphasis on HEALTHY EATING HABITS
targeting young and working class.
*www.wikinvest.com/industry/Fast_Food_Restaurants_%28QSR%29

REASON FOR GROWTH IN INDUSTRY
Rising trend due to globalization and increase in disposable
income.

Greater exposure to multiple cuisine .

Change in lifestyle and keen interest in experimenting with
food.

Change in the working culture.
OPENING OF SUBWAY
Reopening it in famous hi-street mall in Ranchi.

Relaunch with reduced prices.

Needs aggressive marketing and promotional campaign for its
EAT HEALTHY awareness.

Immediate competition from Dominos and other fast food
restaurant chains in Ranchi.


TARGET MARKET
Subway identified its target market as :
Demanding Young People Who Know Their Own Minds

Between the age of eighteen to thirty-nine

The youngsters expecting alternative food culture

Target audience whose eating habit is irregular and indented
to choose what ever they want
BRAND DIFFRENTIATION
Subway differentiates itself in term of healthy sandwiches as an
alternative to fast food

Products like providing no oily food, fresh tomatoes, mayos
and other items

Providing a healthy fast food at lunch and dinner timing
reduces the effect of increasing the weight

Customised Menu

SWOT ANALYSIS
STRENGTH
Experience of operating in
over 91 countries.
Offer subs and salads and
all bread made daily
Strategically positioned new
outlet in Ranchi
Develops local taste
Target market is each and
every one especially the
young student population in
Ranchi
WEAKNESS
Ranchi population has not
yet developed much taste
for the western cuisine.
Prices, though lowered
might still sum high to the
middle class of Ranchi.
People wont be ready to
pay Rs.75 for a sandwich.
Suspect hygiene issue
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OPPORTUNITY
Increasing consumerism
in Ranchi among youth
and emerging middle
class.
Not much competition
on the kind of product
offered.
EAT FRESH campaign
can attract rising health
conscious population in
Ranchi
THREATS
Domino's and CCD have
been here since long and
hold advantage in market
Small outlets offering such
product at lower price can
threaten its existence.
Ranchi market may discard
the idea of healthy
sandwich because of the
general prevalent notion
among Indian population
that junk food is bad for
health

45
25
20
10
25
35
30
10
0
5
10
15
20
25
30
35
40
45
50
Restaurant Fast Food
outlet
Coffee and
Light
snacks
joint
Street
Food Stalls
1st Customer
Preference
2nd Customer
Prefrence
CUSTOMER PREFERENCE
MARKET OBJECTIVES
To increase brand awareness by 10%

To increase product awareness by 15 %

To increase healthy fast food preference zone by at least
5-10%

To capture a substantial percentage of market of both fast
food market and also coffee and light snacks joints(products
offered being of the same category)



COMMUNICATION OBJECTIVE
To create and stimulate interest and awareness, that is, to let
targeted consumers know about the brand SUBWAY and its
product and service offering and where to find it.

To convince customers, that SUBWAY products or service will
provide the best value to customers, compared to its
competitors.

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To position SUBWAY as a provider of healthy fast food snacks
in the mind of the customers. Also to use its EAT HEALTHY
campaign to reinstate the importance of healthy eating habits
in modern life.

To motivate the customer to take action, i.e to try the
products of SUBWAY initially to increase customer traffic
which can later be converted to a force of brand loyal
customers.

OBJECTIVE AND TASK METHOD

IMC BUDGETING IS BASED ON THE METHOD EXPLAINED:

1) Defining specific objectives

2) Determining the task to achieve these objectives

3) Estimating the cost of performing these tasks


STEPS IN DETERMINING THE BUDGET

Establish the market share goal:

Total Population of Ranchi as per Census 2011: 29,12, 022

Total literates (both male and female): 77.13%,
i.e. 19, 46, 726


*www.census2011.co.in/news/403-ranchi-census-2011-highlights.html







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Taking the location, income and preference as constraints,
the estimated market size

Overall market size in terms of consumer be,. 12,00,000
(assumed)

Let our target market share be 20% of the market size, i.e
2,40,000

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Determine the percentage of Target Market that should be
reached by advertising

We hope to reach 80% (1,92,000 prospects) with the IMC
campaign

Determine the percentage of aware prospects that should
be persuaded to try the brand
Our survey showed 65% of the target market are aware of
the brand subway. In figures that will be, 1,24,800

Now if we want 40% of the aware prospects to try our
product, that would be 49,920
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Determine the number of advertising impressions per 1%
trial rate

We estimated that 15 advertising exposures for every 1% of
aware prospects (1,24,800) will bring About the required 40%
trial rate.

Determine the number of Gross Rating Points to be
purchased
Gross rating point is the cost of 1 exposure to 1% of the target
population.
In our case, 15 exposures to 40% of population. We need to
buy 6 Points for 1% population. In all 600 Gross Rating Points
for all the target population.



Determine the necessary advertising budget on the basis of
average cost of buying a gross rating point:

To expose 1% of target population to 1 impression costs Rs 1800
(assumed), hence 600 gross rating points would cost
Rs 10,80,000 in the introductory year.

So for the period of 3 months( Nov-Dec-Jan), we can assume the
budget to be Rs. 6,00,000 approx.



*Reference: Marketing Management by Kotler
MEDIA PLANNING
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Media Selection And Strategy
The media mix comprises of :
1. Outdoor Media [Hoardings]:
a) Proper location chosen to cater to the local and youth
population.
b) Cost effective with high repetition rate.
c) Act as constant reminder of outlet position in festive
season and weekends[high traffic seasons].
d) Hoardings to be placed at beginning of Xaviers college
Road, Upper Bazaar crossroad.
e) High Reach but Frequency is a matter of visibility.
f) Hoardings at Xaviers road cover youth from BIT Mesra,
Xaviers college and XISS . & Upper Bazaar covers the
working class and health conscious mothers.

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2. Newspapers:
The Hindustan Times supplement BRUNCH -[specialized
section on Sunday covering topics like Food, Health and
Wellness and Lifestyle] is chosen to cater to our objective of
increasing awareness about healthy eating habits and about
healthy fast foods.
a) If we prefer package offer in advertising of Hindustan
Times Jharkhand section then it will give additional
advertising in Hindi Hindustan.
b) Reach : Second highest viewership & daily circulation
around 17 00 000 copies [certified by Audit Bureau of
Circulation] & Readership of 2.2 lakhs readers as per
the Indian Readership survey (IRS Q1, 2011)


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c) Mass coverage with Low cost and choice of ad position.

d) Frequency of ad maintained ,so short lead time of ad
placement.

Also, Times of Indias local supplement Ranchi Times
would be advertised in. It contains a special youth
appeal.



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3. Leaflets & Coupons :

a) Cost effective.
b) Leaflets could be passed by simple distribution
system with frequency of 1000 leaflets distributed
over a period of 15 days.
c) Lead to trial purchases and ensure initial traffic.
d) Inform about price reduction offers.
e) Immediately redeem the coupons while the
purchase is made.
f) Leaflets will be distributed by sale force appointed.
g) Detailed information provided.

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4. Radio:

a) Radio mantra 91.9 FM, Life ka mantra .
b) The preference by music lover youth and working class in
Ranchi.[our target market]
c) Pan India listenership of 5.37 million
(ref. radioandmusic.com) reaches 95% youth population
in Ranchi.
a) Focuses the age group of 14 to 35 yrs.
b) Target programs: Prime time programs like Tea stall
c) (Morning) and Mera Wala Hit ( Evening). The theme and
appeal of Radio Mantra very well goes with our Theme of
Subway.

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f) Repetitive ads to aware and persuade and even cause
psychological influence and create preference towards
healthy fast foods.
g) Repetitive ads from 1
st
Nov [anniversary of Radio
Mantra] which will continue from Monday to Friday on
every week for 3 months.
h) Short lead time.
i) Radio is mobile i.e. it could be carried and listened
anywhere and even heard at offices.
j) Low cost of Radio Mantra as compared to other radio
channels in Ranchi.

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5. Internet:

a) Its a media used with negligible cost.
b) We are targeting the all youths who are available on
social media like Facebook & Twitter.
c) There are 7200 Likes of High Street Malls on Facebook
so any wall post about Subway on this official page will
reach the 7200 youths and those who might connect with
it in future.
d) New information on discounts/offers could be placed as
wall post conveniently and quickly.


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6. Alternative Media:

Targeting Fest and installing stalls at major fest like Pantheon
and BITOTSAV [BIT Mesra] and Panache [ XISS] . Stalls will be
set on promotional basis and discount coupons will be given
who purchases from it. They will be given customized menu
to attract the youths attention towards healthy fast Foods
and according to your choice of ingredients.


Media Budget

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*To be played on Eylex and Glitz before movies during evening shows, for 3 months, as per

the budget assigned.

*
20 sec
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Creative Strategy
Creative Brief of Subway:
Key Fact:
Subway is the biggest food chain in the world though the
concept is relatively new for the population of Ranchi.
Problem the campaign must solve:
Low awareness about the brand. Also, the products, though
doing great in metros, have not yet has been accepted in cities
like Ranchi.
Prospect Definition:
Youth, working professionals, health conscious middle and
higher middle class

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Principle Competition:
Mainly unorganized sector, small restaurants etc. In organized
sector, mainly Dominos and CCD.

Key Promise:
To increase awareness, gain acceptance and promote trial.

Reason:
Healthy substitute for fast foods. Totally new concept in this
market.

BIG IDEA
Eat Fresh
Eat Healthy


Endless Fresh Creation...
Discover The Flavor
Advertising Campaign
BILLBOARDS:
NEWSPAPER
RADIO
1
st
Friend: WowYaar such a cute dress! Kash ye mujhe fit ho
pati par ye fast food resist hi nahi kar pati.
2
nd
Friend: Hey.. Dont u know! Tum apne pasand ke sare
desserts and sandwiches kha sakti ho wo bhi without
worrying about health.. And price too fit in our pocket And
ye sab ab available hai Subway, Ranchi me.
1
st
Friend: Really?? Tab to main pura menu yaha ja ke try kar
sakti hu.
2
nd
Friend: Now health, hygiene and taste all in one bite...A
sub for every day..
Both: When its your way, its subway.. Eat fresh

RADIO AD SCRIPT

RADIO J INGLE:

Life too busy and no time for lunch?
And what once was tummy is now just a paunch?

Looking for a healthy yet rocking life style?
So try our new menu and wear a smile.

With taste so rich, it'll make your hearts sway
To eat fresh and eat right, come to subway.

LEAFLETS
PAMPHLETS

DISCOUNT COUPONS
INTERNET
LINKS AT FACEBOOK & TWITTER

ELECTRONIC MEDIA
References
Indiabiznewz.com
Telegraphindia.com
Exchangeformedia.com
Auditbeauroofindia.com
Releasemyads.com
Indianreadershipsurvey/IRSQ1, 2011
Hindustimes.com
Radioandmusic.com

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