Blog 1: Sensory Marketing

Subway has demonstrated use of sensory marketing, appealing to consumers’ association of fresh, healthy and convenient food with certain colour and visuals. The meaning we give a product …”constitutes the product’s market position and it may have more to do with our expectations of product performance as communicated by its colour, packaging or styling than with the product itself.” [1] The store’s ambience, advertising and use of unrelated elements have been used in combination to create meaning.

Subway has seemingly considered these elements and incorporated certain imagery to influence our perception of the fast food joint. In the US, Subway experienced a decline in sales and their response was to modernise their store to keep up with competitors. “Beyond an image refresh created by London-based Turner Duckworth that included a new logo, choice mark and updated graphics, Subway brought its daily fresh-cut vegetables and house-baked bread front and center for customers.” [2] This ‘fresh’ motif now being a central focus for consumers as soon as they see the store. This redesign was a long time coming, with the fresh food being front and centre. [3] One unique benefit Subway maintains, is their food preparation in front of their consumer which insinuates a level of transparency when it comes to their ‘eat fresh’ tagline.

Colour is also a significant aspect of perception, and Subway makes use of the colour green for a reason. Subway portrays themselves as a healthy alternative through their use of green, “colours draw out emotions and influence our perception of a particular service, company or product.”[4] Sundar and Kellaris’ article looked into how green was perceived by consumers when associated with a brand. “Research suggests that logo colours provide important information about a retailer’s identity.”[5] Green is described under western interpretation as “nature, organic, adventurous, calming” and is “used to create an in-store sense of calm…” [6] Perhaps these are emotions we associate with Subway as a result of pre-conceived meaning.

Sunar & Kellaris conclude that green will be associated with the brand appearing eco-friendly and socially responsible. This connection between colour and other attributes is often a phenomena that occurs. [7] Subway use this to their advantage, advertising food along with the colour green to portray a sense of healthiness and eco-friendliness. Subway’s website further emphasises well-being and social responsibility as apart of their brand image.

We have seen a shift in consumer preference as they become more eco-friendly and health conscious. “More companies are getting on-board in offering organic food products for the market…today consumers seeking premium options turn to organic food ranges.” [8] Subway has taken this on board, by offering a healthier alternative that suggests a more quality product. They also suggest that they don’t compromise flavour for health, positioning themselves as an ideal alternative to that Big Mac.

Reference List:

[1] Solomon, M, Russell-Bennett, R, Previte, J, 2019, Consumer Behaviour, Australian Edition, 4th Ed., Pearson, p.96.

[2] Loewe, EM 2017, Subway’s Fresh Facelift, Design: Retail, Aug 2017, vol. 29, no. 7, p.20.

[3] Choi, C 2017, Subway looking to update stores’ not-so-fresh look,’ AP Top News Package, 17^th July 2017, online, available at: https://bit.ly/2U3ISyo

[4] Solomon et al., p. 77.

[5] Sundar, A Kellaris, J 2017, How Logo Colors Influence Shoppers’ Judgements of Retailer Ethicality: The Mediating Role of Perceived Eco-Friendliness,’ Journal of Business Ethics, Aug 2018, vol. 146, no. 3, p. 686.

[6] Solomon et al., p. 79.

[7] Sundar, A Kellaris, J, pp. 685-701.

[8] Solomon et al., p.96/7.

 

Blog 2: Brand Personality

Subway’s use of brand personality differentiates themselves from other fast food brands in the market. Eating healthier is a factor they differentiate themselves on, which then influences their marketing decisions. They are perceived as sincere and trustworthy, their personality aiming to get us hooked on Subway being the ideal choice.

Subway’s slogan “eat fresh” can be associated with being innovative and consistently current. Not only is their food fresh, but so is their brand personality. Ali & Sharma’s article, Can brand personality differentiate fast food restaurants? looks into how brand personality is perceived with brands such as McDonalds, KFC and Subway. Subway’s advertising is consistent with personality traits of trustworthiness and excitement. Ali & Sharma also produced results that concluded Subway is perceived the most unique.[1] Excitement, one of the Big Five consumer personality traits, is seen to attract a certain kind of consumer.[2] They might look for innovation and something new or ‘fresh.’ Ali & Sharma conclude that “…Subway [is] the most sincere, exciting and sophisticated” brand.[3]  These results of consumer perception are consistent with Subway’s stores which often feel inviting and trustworthy, with a level of transparency in the food preparation. In Subway’s advertising, visuals would suggest we are buying into the healthy and fresh image.

Customers may experience a connection between their ideal self-image and what Subway offers. They offer a solution to wanting to live a healthier lifestyle. Visuals are important when it comes to Subway, aimed to make us feel positive when buying into Subway’s image. Paired with the below ad’s example of ‘taste good, feel good,’ Subway positions themselves as the guilt-free option. We often hear the phrase ‘you are what you eat,’ and food can be examined on an individual level [4] as we associate food with who we are. Our identity is influenced by our lifestyle choices such as food consumption. When we choose that Sub over Big Mac, brand personality would determine we’re purchasing a trustworthy, healthy alternative.

Subway’s brand personality, one of sincerity and uniqueness, may then influence how we interact with the brand. Whether we view this as in line with our identity, or even our ideal self. Increasingly, the health trend is growing, so Subway is able to differentiate themselves and offer consistency in the fast food market. The “taste good, feel good” mantra reinforces their innovation which offers excitement for those who don’t want to sacrifice flavour for healthiness. Through brand personality, Subway has positioned themselves as the fail-proof, exciting and healthy alternative to other fast food chains.

Reference List:

[1] Ali, A., Sharma, V. (2014) ‘Can brand personality differentiate fast food restaurants?’ Research in Hospitality Management, vol. 4, no. 1-2, p. 16.

[2] Solomon, M., Russell-Bennett, R., Previte, J. (2019). Consumer Behaviour, Australian Edition, 4th Ed., Pearson, p. 155.

[3]Ali, A., Sharma, V., p. 15.

[4] Solomon et al., p. 220.

 

Blog 3: Attitude

Along with their fresh image, comes Subway’s humorous marketing to keep current and on-trend. Solomon et al. [1] states that humour is used to get attention and increase recognition, as long it doesn’t drown the message. Subway both position themselves as current and fun, whilst also differentiating themselves as the nutritious fast food option. They’re using emotional strategies such as happiness and pride to shift attitudes in the below ad. ‘Win at Lunch’ is the slogan used to market their new panini’s, associating their product with being the prize. Instead of just being the sandwich option in fast food, they are pushing new attributes and informing audiences of their value.

Subway’s new paninis are seen as the hero of the ad. The ad takes place in a relatable work environment, often the context in which one might consider purchasing take away. Subway’s colours against the bland, grey colour palette of the background are telling of the message they wish to create. There are number of attributes that make up the consumer’s attitude towards the fast food brand. Attributes may include value for money, taste and nutrients. Beliefs towards Subway may be ease, taste, affordability and sustainability. The importance of these attributes will differ customer to customer so Subway attempts to position themselves as the overall ideal option. Their use of humour is unifying, as Martin’s article would suggest, as it often creates favourable relationships with the audience and connects the subject matter with a positive experience.[2]

Intentions and behaviour may differ, with some acting on cravings instead of beliefs towards a brand. For example, even though one has favourable attitudes towards Subway, McDonalds accessibility may trump Subway’s healthier alternative. Perhaps availability will be important one day, and taste the next. So Subway position themselves as the product with it all, the ‘prize.’ Using emotions, paired with humour, is an effective way to hook consumers.[3] Subway are responding to consumers wanting more lunch options and with the introduction of their panini range they show variability and adaption by having something for everyone.

‘Fall in love with lunch again,’ another slogan they use, subtly hints at an emotional connection we can have with food. Martin suggests biological, cultural and social factors affect the way we perceive humour making it one of the most persuasive tools in advertising.[4] The article explains how humour used by advertisers is largely reflective on current culture and learning, and consequently forms our attitudes and emotions towards certain brands.[5] Generally speaking humour enacts positive emotions which turn into attitudes and future possible purchasing behaviour. In the above ad they market towards our modern dating culture, with a series of ads comparing dating app options to their menu options. This comparison then appeals to a range of consumers, perhaps changing attitudes on what the fast food stands for.

‘Freshness’ is a word Subway coin in the fast food industry, more specifically ‘freshness you can see.’ They are the option for a busy person on the go who wants a made-to-order sandwich. In this sense, Subway is changing attitudes usually associated with fast food. You can actually see what they’re making and their approach to fast food is that it no longer has anything to hide.

The above ad shows the reality of fast food, things don’t look like how they looked on the ad. Subways is unique in that we get exactly what you see.

Through techniques such as humorous ads and presenting their food as the prize, Subway is seeking to change the general attitudes associated with fast food such as convenience or a cheap guilty pleasure, with instead positive, healthy and fun experiences.

Reference List:

[1] Solomon, M., Russell-Bennett, R., Previte, J. (2019). Consumer Behaviour, Australian Edition, 4th Ed., Pearson, p. 274.

[2] Martin, E (2018). ‘Explaining the use and effect of humour in advertising: an evolutionary perspective’, International Journal of Advertising, vol. 37, no. 4, p. 533.

[3] Solomon et al., p. 266.

[4] Martin, pp. 526 – 547.

[5] Martin, p. 527.