Marketing Communication for Subway Restaurant
Marketing for any product or any service depends on the inherent reasons for the demand of that product or service. Thus the relative importance of different aspects is not the same for the marketing of different products or services. A restaurant is a place all of us go for a meal, bit, in our own minds, the rationale for going to different types or classes of restaurants are different. This determines the people who will go to that particular restaurant and what is the level of prices that he expects to pay. Some high class restaurants may get a crowd who just want to be seen there to improve their social status. But, subway restaurants are for the hoi polloi.
A product for the general public is viewed in marketing terms more as a sales exercise than a publicity exercise. (Buttle, 1996) Marketing is generally considered as the sexier step sister to the soot covered and dirty "Cinderella" of sales. Yet, the fairy godmothers of certain business have changed the conditions that take Cinderella to the ball for eventual marriage to the prince. In academic and business circles, the sales force and the sales management are often viewed as the part of the promotional or communications elements of the marketing mix. This view is reflected in the traditional concept of the 4-Ps of marketing. The strategic importance of sales in certain businesses has not been fully appreciated and the degrees of importance of integrating the sales activity into the wider marketing activities of the organization are not realized. This is true definitely in the industrial and organizational marketing and at a smaller level in the marketing of restaurants. To think of possible expansion in the role of the sales force, and the role of other people not in the sales force to sales requires changes in common attitudes and practices concerning sales. It also means that people in other functional areas have to be trained to think in terms of sales and practice their own skills for the development of the business.
The traveling peddlers of goods were the earliest model of salesmen and may be taken as the oldest form of selling. As the years have passed, the sales methods have become more refined, but the basic characteristics of the salesman remained the same. (Manning, & Reece, 1997). This form of sales is effective for low to medium priced goods or services. These customers cannot afford to pay for building up long-term relationships with the salesman. The sales person will have to make a large number of calls to meet his/her sales targets. This type of sales force sells the goods in a single call with only a single appointment with the buyer. With the development of the market, many such products have become commodities and most of the available products have the same properties. They also perform in a similar manner.
The buyers are also aware of this and can get the details about the product easily. The buyers end up knowing what they want, where he can get the product, and can reach many suppliers, the determining factor for their purchase becomes only - PRICE. The traditional salesman has no role in the process and he becomes a server of the customer in the selling point. The existence of the sales person itself has been viewed as a cost in many business and they have decided to cut down on one element of their cost by removing the salesman. (Dainow, & Bailey, 1988). They are now selling through the Internet as this helps them to sell at a lower price. Where there is a transaction before a sale, the salesman is an essential go between to even fix the price after negotiations. This still happens in automobile sales. But some manufacturers have made the sales man redundant in this area by putting up the car prices and the other facilities on the internet. They have also made these prices non-negotiable. A brand that comes readily to mind is Saturn by GM in the home of the free market.
For other cars also in many instances the prices are available on the net and the customer is free to find out the best bargain. This also the situation in most limited service restaurants like subway restaurants. They have been reduced to the level of commodities and cannot really afford salesmen or other conventional forms of publicity. So, who is the...
Subway Restaurants Quality Management -- Using Teams in Production Management Using Teams in Production and Operations Management Subway Restaurants is a privately-held corporation with estimated annual revenues in the $5B range, operating 45,000 locations throughout 100 countries globally. Subway is a subsidiary of Doctor's Associates, a company founded by Peter Buck and Fred DeLuca in 1965 with a $1,000 investment in a sandwich shop on Long Island, NY (Nawrocki, 2006). Market share
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Part 3: On the Subway.com website, Subway highlights some of its sustainability initiatives. The company works with Energy Star to reduce the energy usage of its stores by using more efficient light bulbs. The company does this in partnership with Philips, the manufacturer of the light bulbs. Subway has a new store concept known as the eco-store. The first Subway eco-store opened in Kissimmee, Florida in 2007 and two more are
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