Evaluation of Subway’s Branding and its SWOT analysis Essay

NAMEA disfigurement is a gang of pertain, term, sign, symbol and founding mean to key the goods or services of one seller, which helps him/her to scar from those of competitors (Kotler 2006, 269). tube-shaped structure is first known as Petes Super Submarine in 1965. The name was brief to thermionic tube and it is also then, the first franchised unit was subject in 1974 in Connecticut ( thermionic vacuum tube 2008). Perhaps, the founder of electron tube Fred DeLuca and Dr. Peter Buck realized the importance of maturation a good brand name. There ar several desir suitable qualities for a brand name. It should (i) signal about the products benefits and qualities, (ii) be well-situated to pronounce, recognize and remember, and (iii) distinctive. thermionic valve has fulfilled all these qualities. Its catch rule book Eat Fresh suggests the freshness of the ingredients characterd for the hitman sandwiches. Also, as underground offers a wide motley of products like s andwiches, salads, cookies, potato chips etc, making every escort a fresh one for its consumers. The food colour ballpark and the use of tomatoes in the logotype symbolize the fitter aspect of tubes solid sustenance products. underground has a high degree of brand consciousness consumers argon able to associate Subway with its poor boy sandwiches that are filled with fresh vegetables. The brand name is not offensive it did not create whatsoever inappropriate excitement like French connecters provocative slogan FCUK, which has resulted in legion(predicate) controversies in countries including capital of capital of Singapore. Brand name is very authorised as a good one leave alone add swellly to a products success (Kotler 2006, 273).SUBWAYS OVERALL STRENGTHS AND WEAKNESSESStrengthsSubway has successfully market itself as a healthier alternate(a) to traditional greasy fast food for thought. In the call forth release on 18 November 1999, Subway has listed the seven low-fat subs with 6 grams of fat or less placard offering convenience and good nutrition food products for consumers fast-paced lives. This has made Subway as the crush fast food survival for consumers who are bear on about eating right 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 nominate for their sandwiches. The choice of getting the sandwich toasted is available too. This personalize service is not common in roughly of the fast food restaurants. Besides, unique sides like saucily baked cookies and potato chips are offered instead of the normal mash potatoes, French fries or coleslaw. Generally, the dish out served is relatively in comparison t o normal burgers. Overall, Subways sandwiches are loaded with fresh ingredients that break Subway from its competitors.WeaknessesSubways sandwiches tend to be herald dingy after kept for a period of cartridge holder without consuming. This provide affect the overall tastiness of the sandwich. much(prenominal) situation happens most frequently to muckle 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 small appetites, especially for the tweens and those younger. Also, Subways sandwiches are not halal Certified. proper is an Arabic word which means lawful or allowable. Any food or drink that falls under this division is permitted for consumption. (Majlis Ugama Islam Singapore 2008)Since subways products are not Halal Certified, the affected people would mainly be the Muslims. As a result, Subway may omit such potential consumers, where actually there could b e opportunities to tap a global Halal food market of about 1.4 billion people. Hence, stalls with Halal witness ordain have a rivalrous advantage over Subway. (Majlis Ugama Islam Singapore 2008)RECOMMENDATIONS1.To prevent machinatees from become soggy easily, Subway can separate Sandwichs dressing for take-away orders. Thus, the taste of the Sandwiches will not be affected.2.To overcome the weakness of Sandwiches cosmos a relatively big portion to people with smaller appetites, Subway can introduce smaller sizes of sandwich. Also, even though Subway Singapore does provide kids meal to cater 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 electronic network Site 2008)Kids Pak, a specially designed meal package for children that includes asandwich prepared on a 4-inch go deli-style roll, a fruit roll fruit snack, a 100% juice box and a illumination premium. (Subway Singapore 2008) (Is it possible for this paragraph to shift to beside the above pic?)Hence, Subway Singapore should widely encourage on the availability of such kids meal to dupe more consumer awareness of the product. This can be through through posters and TV advertising, especially on Kids central Singapores local channel for kids, where children are the main viewers. 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 hold out 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 various 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 the 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 stigmatization of Coke has facilitated the progression of all same-brand products. Examples are Coke Zero, Coke dim and Vanilla Coke.McDonalds The logo M is well accepted worldwide which helps speed consumer purchases by identifying the firms product. The colour combination of the logo red and yellow also acts as a tool in identifying its product.Apple The logo of Apple denotes product quality and a frame 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, long-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 deep-fried Chicken makes it easier for consumer to say and spell. It also denotes the product that its selling and differentiates the quality of it chicken sold 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 simple 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 look up 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 pedagogics Australia.2.Subway 200 8. n.d. About Subway History. http//www.subway.com.sg/exec/sam/view/id=540/ thickener=206/ (accessed October 2, 2008).3.Singapore. Majlis Ugama Islam Singapore. 2008. Halal Main Page Basic Principles. Muslim Religious 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. oft 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 nutritionary Information.