Brand Communication Strategy

Introduction

A strategy is basically an approach that can be used to achieve a goal or an objective. Organization whose communication objective involves an increase in product awareness by 20% in the media is equally a strategy. In that case, press release engagements would make a lot of sense as far as meeting the objective is concerned. Ultimately, a strategy in an organization should always lead to a change if the implementation process is right. The audiences, who form a very critical part of any communication strategy, are usually taken through various stages comprising the change, like awareness, consideration, and trial, and eventually purchasing (Ban, 2016). Further behaviors after the product purchase include utilization as well as add –on or product upgrade. One critical element of the communication strategy is messaging. The manner in which an organization packages its message concerning product communication plays a critical role in achieving the intended goal. Conventionally, massaging strategies are intentionally designed to be succinct, brief, and precise while conveying the message to the target group. In this research paper, we develop a communication strategy for Subway fast foods guided by data generated from the targeted market.

Brand Analysis Development

The organization’s marketing departments usually juggle between two important considerations, which include turning the company products to become central in their categories and making the brands become distinctive. For instance, McDonald’s and Coca-Cola over the years have worked to earn both the two, the representatives of their categories, and also very distinctive. Building a brand entails various steps that the concerned organization must fully observe. These include; the organization must first understand itself, then communicate the brand in a consistent and effective manner, attract the right target group that will help the organization’s brand to last for long, and finally position the brand. In attempting to build Subway’s brand, first, we define the situation, then create a robust SWOT analysis based on the findings generated from the research data. The process will also involve the development of the audience with final recommendations.

Definition of the Situation

The fast-food industry in the United States is one of the less differentiated industries where brands seek competitive advantages via rigorous means such as pricing, creating convenience to customers through opening numerous outlets, and competing on healthy food provision. Subway is caught in between all these options, having previously cultivated its path on the provision of healthy foods without considering the priorities of its target market, which is mainly the young people. The current situation is that Subway as a brand is known for stocking healthy menus, which the target group also confirms as the best option, but that alone has failed to translate into the right number of sales. In view of consideration of the fact that the target group still finds it right to purchase unhealthy products, it directs the problem to other areas rather than just failure on the part of communication alone. Also, this could point to an opportunity for Subway to exploit.

An effective brand communication strategy can potentially solve a number of problems, as revealed from the resulting data findings. The large size of the target group still purchases the unhealthy foods from other restaurants found locally as a result of lack of effective communication regarding the importance of feeding on healthy and fresh foods.

In future communications, Subway should take note of key data indicators related to the target audience. Research data provides a complete profile of the target group, which is mostly aged between 18 years and 25 years, students by occupation, and spend less time in the gym for fitness exercises since they consider themselves to be active most of the time. Much as they agree with the need to feed on healthy foods, they are attracted to other restaurants for other reasons altogether. First, in building the brand of the organization, the first thing to be considered is wresting away the target group from the rival brand Drunk. For such a mission to be successful, research findings pointing to reasons why the students prefer the rival brand over Subway must be analyzed (Shakhshir, 2016). In doing so, there are three things that we come out with. One, the brand can no longer rely on healthy menus alone and hopes to win the young people. Two, a large number of students prefer taking breakfast in the restaurants, but the same is not true with dinner or main meals. As such, Drunk wins because its area of specialization is breakfast, which is already popular with identified target groups more than dinner, which Subway leads in. All that combined with other elements such as the customer experience findings, among others, issue guidance to the formation of a formidable customer profile that will help the brand perform better among the young people.

SWO Analysis

With the available opportunity opening up to Subway as a result of the apparent increasing consciousness for healthy foods, the brand stands a chance to conquer the market. As such, the organization has to exhibit certain strengths and opportunities that will enable it to thrive in its newfound niche. In a similar fashion, there are a number of weaknesses as well as threats that, if not handled well, can lead to potential failure. The below analysis matrix provides SWOT analysis for Subway’s current position in its internal and external aspects with respect to the new market, which is mostly youth dominated.

Strengths	Weaknesses
Subway is the leading healthy fast food brand in the United States.	The brand suffers among young people who still fail to pay full attention to healthy menus.
Has a robust supplier network that enables the organization to fast track supplies so that the freshness is well maintained.	Dwarfed by rivals such as Drunk and McDonald’s’ in the number of operational outlets within neighborhoods dominated by students.
Has already built a name as the preferred destination for dinner eats outs.	Unreliability by some suppliers who find it difficult to maintain a constant supply of fresh farm vegetables which are in the first place is difficult to come by.
Subway emphasizes the use of fresh ingredients and vegetable accompaniments in making sandwiches such as freshly baked loaves.	Limited power over its franchises hence risking the brand’s name in the involvement of unhealthy practices.
Well experienced workforce positively cultured on the need to provide healthy menus to the customers.	Has the highest employee turnover of all the major fast-food restaurants in the United States.
Commercial advertisements involving celebrities seemed to be resonating well with young people.
The brand scores highly in terms of transparency in food preparation processes.
Opportunities	Threats
Involvement of technology in the restaurant’s supply chain, food deliveries, and preparation, thereby reducing the cost of production.	The fast food industry in the United States is characterized by stiff competition from the players themselves due to thin differentiations.
Diversified menus hence taking care of people from varied cultures.
Opportunity for providing affordable, fast food choices in the current economic crisis.

Target Group Analysis

As earlier indicated, the research data provides a complete profile of the target group, which is mostly aged between 18 years and 25 years, students by occupation, and spend less time in the gym for fitness exercises since they consider themselves to be active most of the time. The group seems to be aware of the importance of feeding on healthy foods but still itself actively feeding on unhealthy foods. There are a number of reasons issued for such trends by the target group. First is because of services rendered in those outlets, secondly is cleanliness, third being convenience, and methods of payment. The group is also conscious of food prices; hence can only afford spending on food in a limited manner, mainly because the majority of them are fulltime students without jobs. Another important demographic characterization about the group is that they mostly frequent the restaurants for breakfast than any other time of the day, such as dinner or main meals.

The above profile paints a picture of a dynamic target group whose key areas of considerations can easily be satisfied by the Subway brand. Going into the future, the brand should consider having a variety of menus where those strictly observing the healthy feeding standards can find their menus while those who are less conscious of the same can also find their less costly but unhealthy diets. The messaging should emphasize the transparency of the food preparation process to give both parties the necessary confidence. Finally, the brand should also consider breakfast as its key sales moment rather than dinner as it is now.

Further Recommendations

The research findings clearly point to a messaging gap that needs to be fulfilled. Subway should come in with correct messaging so that the potential identified customer base can resonate with what the restaurant is trying to do. It is quite clear that no particular brand offers all the things that the target population would exactly identify with. If of anything, the group splits their loyalty to a number of issues present with all the brands in the market. For that matter, Subway should carryout awareness campaigns aimed at enlightening the group on a number of healthy menus that they can benefit from. In addition to that, the brand can also engage the students on reasons why dinner at the restaurant outlets would also resonate well with their culture as students who are usually full of going for dinner dates primarily to strengthen their relationships.

Creative Brief

The only way

As earlier noted, an organization whose communication objective involves an increase in product awareness by 20% in the media is equally a strategy that has the potential of bringing change (Clow, 2016). In that case, press release engagements within the area would make a lot of sense as far as trying to popularize the dinner menus to the students is concerned. Ultimately, this is a messaging strategy that would definitely lead to a change in the organization. Also, the organization can erect billboards with a clear message on the need to observe healthy feeding than allowing them to be distracted with pricing issues over health.

References

Ban, Z. (2016). Delineating responsibility, decisions, and compromises: A frame analysis of the fast-food industry’s online CSR communication. Journal of Applied Communication Research, 44(3), 296-315.

Clow, K. E. (2016). Integrated advertising, promotion, and marketing communications. Pearson Education, India.

Shakhshir, G. (2016). Packaging role in brand positioning and communication strategy in the fast-moving consumer goods market in Romania. Convergent Discourses. Exploring the Contexts of Communication, 350-360.

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