This report is based on the work previously done through a group work as a formative assignment. As a team we focused on the brands Tesco and Subway to find their problems and challenges, define their competitors and target audience and find specific solutions for each brand to overcome these challenges and help their brands to better their images. We each researched our assigned parts. I researched and came up with the suggestions for the rebranding of the brands.
The suggestions for Subway included revamping the restaurants, creating a logo which in the mean time the brand already did, emphasising and communicating the fast food chains strengths tot he customer better and redoing their website to create a coherent brand appearance. For the supermarket brand Tesco the rebranding suggestions included redesigning their stores to create a more modern and up to date look to attract a whole other target market and also creating a new logo as the current on does not stand for a good brand image anymore and it is important that the customers see the change happening by noticing the new logo.
Another suggestion for Tesco was emphasising their different in house brands more which are mostly higher
quality products to move away from their low price and quality image and through attract a different kind of target audience who would normally not go to Tesco. For this report I chose Subway as the brand of my focus. The reason why I chose Subway is because even though it has several challenges and problems the brand has a lot of strengths and potential on which they can build to improve their brand.
Table of Contents
- 1. Reflection on the Formative Assignment
- 2. Report
- 2.1 Executive Summary
- 2.2 Introduction of Subway
- 2.3 The Problems and Challenges of Subway
- 2.4 Market Analysis
- 2.4.1 Current Market Trends
- 2.4.2 Competitor Analysis
- 2.4.3 Subway's Current and Potential Target Audience
- 2.5 The Solution - How to Make Subway Better
- 2.5.1 Subway's Opportunities and Strengths
- 2.5.2 The Rational
- 2.5.3 The Recommendations
- 2.5.4 The Consultancy
- 3. Plan
- 3.1 The Brief
- 3.2 Campaign Timing
- 3.3 Campaign Cost
- 3.4 Concept Board
- 4. References
Objectives and Key Themes
This report aims to analyze the current state of the Subway brand, identifying its challenges and opportunities. It then proposes a rebranding strategy to revitalize the brand's image and improve its market position.
- Analysis of Subway's current market position and challenges.
- Identification of key market trends impacting the fast-food industry.
- Evaluation of Subway's strengths and opportunities for growth.
- Development of a comprehensive rebranding strategy.
- Proposal of a plan for implementing the rebranding campaign.
Chapter Summaries
1. Reflection on the Formative Assignment: This chapter reflects on a previous group assignment focusing on the rebranding of Tesco and Subway. The author's individual contribution involved suggesting a rebranding strategy for Subway, including revamping restaurants, updating the logo (which Subway had already done), better communicating the brand's strengths, and redesigning the website for a cohesive brand appearance. The author chose Subway for this report due to its significant potential for improvement despite existing challenges.
2. Report: This section provides a comprehensive overview of Subway's current state. It begins with an executive summary outlining the report's structure and key findings. The introduction establishes Subway as a global giant, highlighting its size and market position. Then, the chapter dives into Subway's problems, including declining revenue, the negative impact of the Jared Fogle scandal, a reliance on discounts impacting brand perception, and issues with restaurant cleanliness and atmosphere. A market analysis follows, examining current industry trends (health, technology, delivery services), competitive pressures from brands like Chipotle and Panera, and Subway's current and potential target audiences. Finally, the chapter lays the groundwork for the proposed solutions by discussing Subway's opportunities and strengths, utilizing Simon Sinek's "Golden Circle" framework to analyze the company's "why," "how," and "what."
Keywords
Subway, brand implementation, rebranding, fast food, market analysis, competitive analysis, target audience, brand image, challenges, opportunities, market trends, health, technology, rebranding strategy, campaign plan.
Frequently Asked Questions: Subway Rebranding Report
What is the overall purpose of this report?
This report analyzes Subway's current market position, identifies challenges and opportunities, and proposes a rebranding strategy to revitalize its image and improve its market standing. It includes a comprehensive overview of Subway's current state, a market analysis, and a detailed plan for implementing a rebranding campaign.
What are the key themes explored in the report?
Key themes include analyzing Subway's current market position and challenges; identifying key market trends in the fast-food industry; evaluating Subway's strengths and opportunities for growth; developing a comprehensive rebranding strategy; and proposing a plan for implementing the rebranding campaign. The report also uses Simon Sinek's "Golden Circle" framework to analyze Subway's "why," "how," and "what."
What are some of the specific challenges facing Subway that the report addresses?
The report highlights challenges such as declining revenue, the negative impact of the Jared Fogle scandal, a reliance on discounts negatively affecting brand perception, and issues with restaurant cleanliness and atmosphere.
What aspects of the market are analyzed in the report?
The market analysis examines current industry trends (health, technology, delivery services), competitive pressures from brands like Chipotle and Panera, and Subway's current and potential target audiences.
What kind of solutions or recommendations are proposed in the report?
The report proposes a comprehensive rebranding strategy to address Subway's challenges and capitalize on its opportunities. This includes recommendations related to revamping restaurants, updating branding (though noting Subway has already updated its logo), better communicating the brand's strengths, and redesigning the website for a cohesive brand appearance.
What is included in the "Plan" section of the report?
The plan section details the timeline, cost, and concept for the proposed rebranding campaign.
How is the report structured?
The report is structured into four main sections: a reflection on a formative assignment, a comprehensive report (including an executive summary, introduction, problem analysis, market analysis, and proposed solutions), a detailed campaign plan, and a list of references. The report also includes a table of contents and a list of keywords.
What are the key takeaways from the report's chapter summaries?
The chapter summaries highlight the author's prior work on rebranding Tesco and Subway, the in-depth analysis of Subway's current situation (including its challenges and opportunities), and the development of a detailed rebranding strategy and implementation plan.
What keywords are associated with this report?
Keywords include Subway, brand implementation, rebranding, fast food, market analysis, competitive analysis, target audience, brand image, challenges, opportunities, market trends, health, technology, rebranding strategy, and campaign plan.
- Quote paper
- Alexandra S. Wiessner (Author), 2017, A Rebranding Concept for the Brand Subway, Munich, GRIN Verlag, https://www.grin.com/document/430903
