Internet Marketing About Subway

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that customers can be generation X or Y (Marketing to Gen X and Gen Y, 2011, para.1). Generation X are those who were born in 1965 and 1979, and they are tend to use technology and social media in order to learn about a product (Savitz, 2012). Meanwhile, those in Generation Y who were born from 1980 to 1996 are mainly use high technology such as computers and smartphones and learn about a new product through Internet like Generation X.

iii. Psychological and behavioral Segmentation

The target audience of this E-marketing plan is working people or those who are tend to use the Internet. Because it requires the target audience to updated information constantly and spend more time on social media.

B. Differentiation

Unlike McDonald’s or BurgerKing, SUBWAY is the brand leader in the healthy fast food. SUBWAY serves customers with submarine sandwiches in the way they want with various sauces and fresh salads ("Why Choose SUBWAY" 2016).

C. Positioning

This E-Marketing plan is to establish a strong position in the fast food industry for SUBWAY as well as confirming the SUBWAY is a fast food restaurant offering good service by offering healthy fast food and keeping improving quality in service.

4. E-Marketing Objectives

¬ Building a strong online awareness of SUBWAY

¬ Increasing the quantity of customers by 15%

¬ Reinforcing brand image of SUBWAY in number one healthy fast food restaurant

¬ Increasing the satisfaction of customers and decreasing dissatisfaction by 15%

5. E-Marketing Strategies

A. Product

To improve the number of customers, strengthen brands and also improve customer satisfaction, SUBWAY should expand its representation through social networks such as Instagram, Facebook or Twitter. Through it, the SUBWAY image will appear more frequently and simultaneously raise awareness of the brand to consumers.

Moreover, SUBWAY should establish a service order online on their own websites and create online applications on smartphones. This allows the customer can order products whenever they want- enhance revenue and number of customers. Additionally, SUBWAY should also improve customer service by improving skills and attitude of staff, through that, SUBWAY can improve customer satisfaction. However, SUBWAY should create new products with high nutritional quality. This is not only help SUBWAY to achieve customer satisfaction but also reinforce the image of the top leader in healthy fast food restaurant

B. Promotion

In this high technology life, many social networks such as Facebook, Instagram and Twitter which can be considered as a step forward to develop the strategic of SUBWAY. According to Kemp (2015), more than 2.1 trillion users on the social network. This is called as power of electronic word-of-mouth. Based on electronic word of mouth strategy, power of the Internet can enhance brand image as well as increasing profits for companies. Therefore, the use of power from social networks is seen as a necessary job for SUBWAY to communicate with customers. Because, through social networks and the Internet, SUBWAY can create online feedback so that customers can comments and give their feedback after using the services and products of the company. Additionally, SUBWAY also can advertise through social networks and the Internet.

Additionally, SUBWAY may invite nutritional experts in Singapore come and try the products and put their feedback on the social media as an affirmation of quality of company products. Through word-of-mouth electronic, customers can be assured of the quality of the product and put their faith in SUBWAY (Mahajan, Muller, and Bass 1990). In brief, social networks and the Internet can not only help SUBWAY increasing the number of customers, increasing revenue but also reinforcing customers’ faith.

C. Price

For every customers, the most important thing make them concern is price. So SUBWAY should apply dynamic price strategy that means SUBWAY can set different price for different products. For example, SUBWAY can give promotion for customers who have special order. Specifically, customers can get discount when purchase both submarine sandwich and fresh salad. This strategy can attract more customers.

D. Distribution

SUBWAY can apply online channels intermediary to suit non-digital products. Non-digital products mean the products can be ordered online but delivered offline (J. Strauss and R. Frost, 2014, p.294). For example, customers can order online for products as submarine sandwiches then someone will deliver it to customers’ doorstep. Additionally, SUBWAY also can apply mobile phone online applications, which helps SUBWAY to improve the quantity of customers and increase sales.

6. Implementation Plan

Strategy

Description

Responsibility

Schedule

Product

1

Expand representation on social media

Hiding programmers and marketer to market online

January 2017 to January 2018

2

Establishing online order on own website and create online applications

Hiding software programmers

January 2017 to January 2018

3

Create a new product with high nutritional and increasing the satisfaction of customers

Improving staffs’ skill and hiding nutrition expert to create nutritional product

January 2017 to June 2017

Promotion

1

Use social media to exchange feedback with customers as well as communicating with them

Creating SUBWAY page on Facebook or Instagram

January 2017 to January 2018

2