Subway. Eat Fresh.


All four of the marketing mix, Price, Product, Place and Promotion, can be observed from the Subway advertisement above which will be looked at individually next.

Price
The opening scene shows a mister asking for a plan which gives him the most “bang” for his buck from his financial consultant to which she suggested that his client go to Subway.
The meals introduced which includes the sandwich, cookie/chips and a cup of drink, in the advertisement is priced at $5.95 onwards. The “story” of the advertisement and the pricing may suggest that it is targeting potential consumers looking for fast-food meals that give them the most value for their money.

Product
The second part of the advertisement introduced the various meals set at Subway, namely, the Ham 6-inch Meal, Oven-roasted chicken breast 6-inch Meal, Meatball Marinara 6-inch Meal, Veggie Patty 6-inch Meal. It is interesting to note that the first two offerings mentioned is labelled to have “6 grams of fat or less”, while the latter two is not given the same label. This may give us a rough idea of the different segments of consumers the advertisement is targeted towards, namely, the “Health Conscious”, the “Not-so-Health Conscious” and lastly vegetarians, as can be inferred from the last offering which is a sandwich with veggie patty.

Place
The advertisement is currently aired on various television channels as of the time this is written. Hence, this advertisement would work well to reach out to potential customers who tend to spend considerable time viewing television programmes.

Promotion
The advertisement seems to be promoting an image of Subway food as fresh, as can be inferred from their slogan, “Subway. Eat Fresh.” And also to promote an image that its meals are value for money.
In addition, McDonalds’, one of Subway’s competitors in the industry, recently launched the Monopoly Game Label promotion which may be a threat to Subway. Hence, the advertisement by Subway could have been a response to the threat, posed by McDonalds’ promotion campaign, to avoid losing customers and sales.


By Zhi Qiang
BZSE T02

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