marketing subway to pizza market
TRANSCRIPT
Subway marching to pizza marketKing F. Wong
Facts
US pizza market worths $33.9 billion in 2007
Pizza sales accounted for nearly 9% of US fast food sales
Big known brands accounted for nearly 50% of the total US pizza sales
SWOT
• Strength
• Weakness
• Opportunity
• Threat
Strength
labeled as 'quality', 'freshness', 'health' and 'wellness'
targeting between 18 and 49 years old
the largest single-brand restaurant chain and the largest restaurant operator globally with 33,749 restaurants
Weakness
• Franchising
• Lack of diversity of product
• controversies
Opportunity
better image
larger variety of products
longer opening hours
make a REAL one foot long sandwich!
Threat
over expanding
labelling/ positioning as health choice
family run competitors
lack of advertisement
So... What Now?
Similar Case Study... and it happens to be in Hong Kong
Image is everything/ the illusion of choice
In marketing I've seen only one strategy that can't miss - and that is to market to your best customers first, your best prospects second and the rest of the world last. John Romero