Evaluation of Subway’s Branding and its SWOT analysis Essay

NAMEA smirch is a cabal of c solely down, term, sign, symbol and design think to identify the goods or services of unriv aloneed seller, which helps him/her to differentiate from those of competitors (Kotler 2006, 269). tubing is scratch known as Petes Super Submarine in 1965. The give ear was shortened to resistance and it is also then, the first franchised unit was opened in 1974 in Connecticut ( subway system 2008). Perhaps, the founder of subway Fred DeLuca and Dr. Peter Buck complete the importance of developing a good nock name. There argon several desirable qualities for a brand name. It should (i) suggest about the harvests benefits and qualities, (ii) be easy to pronounce, recognize and remember, and (iii) distinctive. electron tube has fulfilled all these qualities. Its slogan Eat pert suggests the freshness of the ingredients used for the submarine organisees. Also, as tube- reachd structure offers a wide assortment of products like sandwiches, salads, cook ies, potato chips etc, qualification every visit a fresh one for its consumers. The colour parking lot and the use of tomatoes in the logo symbolize the healthier aspect of Subways viands products. Subway has a high degree of brand aw arness consumers be able to associate Subway with its submarine sandwiches that are filled with fresh vegetables. The brand name is non offensive it did non create any inappropriate excitement like french conjunctives provocative slogan FCUK, which has resulted in many controersies in countries including Singapore. shit name is very important as a good one can add greatly to a products conquest (Kotler 2006, 273).SUBWAYS OVERALL STRENGTHS AND WEAKNESSESStrengthsSubway has successfully market itself as a healthier alternative to traditional greasy profligate food. In the disturb release on 18 November 1999, Subway has listed the seven low- expatiate subs with 6 grams of fat or less identity card offering widget and good living food prod ucts for consumers fast-paced lives. This has made Subway as the best fast food choice for consumers who are concerned about eating proper(a) counting calories or trying to eat healthy. Also, according to the press release, Subway is conscious of the dietary needs of vegetarian consumers and offer options for them Veggie Delite, which is simply a salad sandwich.At Subway, consumers are able to personalize their own submarine sandwich by choosing the type of ingredients, condiments and saladdressing they wish to prevail for their sandwiches. The choice of getting the sandwich toasted is available too. This personalized service is not public in most of the fast food restaurants. Besides, unique sides like pertly baked cookies and potato chips are offered instead of the usual mash potatoes, French fries or coleslaw. Generally, the portion served is relatively in comparison to regulation burgers. Overall, Subways sandwiches are loaded with fresh ingredients that differentiate Sub way from its competitors.WeaknessesSubways sandwiches tend to become soggy after kept for a period of time without consuming. This will affect the overall tastiness of the sandwich. much(prenominal) situation happens most frequently to people who do take-away. In addition, Subways sandwiches only come in Six-inch or foot-long sizes. This may be considered a relatively large portion to consumers whom may have littler appetites, e curiously for the tweens and those younger. Also, Subways sandwiches are not proper Certified. proper is an Arabic word which means lawful or allowable. Any food or drink that falls under this category is permitted for consumption. (Majlis Ugama Islam Singapore 2008)Since subways products are not Halal Certified, the affected people would primarily be the Muslims. As a result, Subway may lose such(prenominal) potential consumers, where actually there could be opportunities to tap a worldwide Halal food market of about 1.4 billion people. Hence, stalls wi th Halal Certification will have a competitive advantage over Subway. (Majlis Ugama Islam Singapore 2008)RECOMMENDATIONS1.To prevent Sandwiches from becoming soggy easily, Subway can resolve Sandwichs dressing for take-away orders. Thus, the taste of the Sandwiches will not be affected.2.To overcome the weakness of Sandwiches being a relatively plentiful portion to people with little appetites, Subway can introduce smaller sizes of sandwich. Also, even though Subway Singapore does provide kids repast to give to the tweens and younger crowd, known as Kids Pak, when compared to kids meal available in McDonalds and Burger King, Kids Pak is relatively unknown.The image of Kids Pak. (Official SUBWAY Restaurants Web Site 2008)Kids Pak, a specially designed meal package for children that includes asandwich prepared on a 4-inch round deli-style roll, a fruit roll fruit snack, a 100% juice box and a toy premium. (Subway Singapore 2008) (Is it viable for this paragraph to shift to besid e the above pic?)Hence, Subway Singapore should astray advertise on the availability of such kids meal to gain much consumer awareness of the product. This can be done through posters and TV advertising, in particular on Kids Central Singapores local channel for kids, where children are the main visual modalityers. This way, it will appeal greatly to them and parents will see the meal as a great option for a healthier meal as fats contained within the Subways Kids Pak similar to Subway Fresh Fit for Kids is much lesser than in Kids Meal offered by McDonalds and Burger King. (Subway Fresh Fit n.d.)The Image of Halal Certification (Majlis Ugama Islam Singapore 2008)However, presently, Subway is not able to obtain Halal Certification due to divers(a) market, regulatory and business issues. However, Subway still does cater to customers who need a non-pork menu. Subway obliges by recommending them what is suitable in the menu and would change to a fresh pair of gloves to prepare t he sandwiches. (Subway Singapore 2008)IN GENERAL, GIVE 5 EXAMPLES OF PACKAGING OR BRANDING WHICH SERVES A COMPETITIVE ADVANTAGE FOR A FIRMCoke The packaging of coke not only offers convenience to consumers, but also helps consumer to identify the product easily through its shape and colour red and white, of the bottle. In addition, the branding of Coke has facilitated the promotion of all same-brand products. Examples are Coke Zero, Coke Light and Vanilla Coke.McDonalds The logo M is well recognized worldwide which helps speed consumer purchases by identifying the firms product. The colour combination of the logo red and yellow also acts as a utensil in identifying its product.Apple The logo of Apple denotes product quality and a form as status and self-expresion as apple has successfully brand and market itself. According to Gobe, M., The power of their branding (Apple) is all that keeps them alive, where brands have established deep, lasting bonds with their customers. (Kahney 2002) This foster of brand loyalty serves as a competitive advantage over rival firms.KFC The acronym of Kentucky Fried Chicken makes it easier for consumer to translate and spell. It also denotes the product that its selling and differentiates the quality of it chicken interchange from competing firms. Moreover, the use of Colonel Sanders as a mascot/logo further helps in identifying KFCs product. (Armin. 2006)Nike Nike has effectively brand itself using a tick as its logo. The incorporating of the unanalyzable tick onto the design of its products makes it distinctive from rival firms.In general, all these brands are widely recognized, where consumers are simply able to relate the brand name and its products.(Need to write conclusion?)Reference List1.Kotler, P., S. Adam, L. Brown, and G. Armstrong. 2006. Principles of Marketing. Australia. Pearson Education Australia.2.Subway 2008. n.d. About Subway History. http//www.subway.com.sg/exec/sam/view/id=540/node=206/ (accessed Octob er 2, 2008).3.Singapore. Majlis Ugama Islam Singapore. 2008. Halal Main Page Basic Principles. Islamic sacred Council 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 religious Council of Singapore.http//www.muis.gov.sg/cms/services/hal.aspx?id=1704 (accessed October 5, 2008)5.Majlis Ugama Islam Singapore Image. 2008. http//www.muis.gov.sg/cms/services/hal.aspx?id=1704 (accessed October 5, 2008)6.Subway Singapore. 2008. About us Subway FAQs. http//www.subs.sg/aboutus/aboutus_faq.html7.Subway Singapore. 2008. much Asked Questions. http//www.subway.com.sg/exec/sam/view/id=544/node=294/8.Official SUBWAY Restaurants Web Site Image. 2008. http//www.subway.com/subwayroot/menunutrition/menu/menu_kidspak.aspx9.Subway Fresh Fit. n.d. Fit Kids Nutritional Information.