Discuss about the campaign of Buffalo Chicken within the world and also discuss on the entire marketing campaign process of the firm.
A marketing campaign is a process that helps to promote the product with the help of various media. The organization Subway also performs marketing campaign for their product that is Buffalo Chicken. The organization effectively maintain their products and their marketing strategy for a campaign in the entire world. The purpose of the paper is to understand the campaign of Buffalo Chicken within the world and also discuss on the entire marketing campaign process of the firm. The paper also discusses in detail about the proper function and the various activity that is being performed by the firm in their marketing campaign. Furthermore, the paper also focuses on the strength as well as the weakness of the marketing advertising campaign for their product Buffalo Chicken.
Marketing objectives are;
The marketing campaign is done to improve the business and the market share of the firm (Mokhtar). Marketing and advertising campaign of Subway for their new product that was Buffalo Chicken which was being made to provide fresh food at a low price to the customers. This was the primary motive of the advertising campaign of Subway to increase their market share within the firm. The major concept of the campaign was to make people aware of their product all over the world (Al-Dmour, Al-Madani, Alansari, Tarhini, and Al-Dmour). Subway is one of the most popular brand all over the world and they have an authentic brand image in various countries. The product for branding is Buffalo Chicken in Singapore. The catch line of the tagline of the marketing campaign was “Everyday Value Fresh Meals at 5.90 dollars”. This was the strength of the campaign to target their customers all over the world. The campaign was to introduce the new product to the market where people love to get fresh food within the market. The primary strength of the campaign is that the organization tends to improve their advertisement in every couple of month. The rotation of entire campaign process allows the firm to maintain their products value within the market (Tobey et al.). The target customers for the campaign of buffalo chicken sandwich and other sandwiches are the college students and the office goers. The organization is targeting almost 50% of youth in Singapore for their product. The advertisement is to provide spicy buffalo chicken flavor to the customers. The Buffalo chicken is of 6 inches and they are available in a sub or in the wrap and that also in the minimum price of 2 to 5 dollar with a 16oz of soft drink. The campaign also has some of the weakness as the price range of the product vary from country to country, but in the campaign, it was not mentioned (Ottman). It can be seen that in Singapore the price of Buffalo Chicken is RM 10.90 which in US dollar is around 2.5 dollar.
The product was Buffalo chicken where the king size chicken is being served in Sub or wrap, and also there were spicy. This product was made to fulfill the need of the customers and provide the best quality fresh food that even within the limited price range. The target market is highly essential for the firm to perform their marketing campaign (Roy, Beattie-Bowers, Ang, Colagiuri, and Allman-Farinelli). In Singapore, the primary target of the firm was the college students and the young adults. The entire process of the marketing campaign was for the people to provide the best and the most quality products on the market (Samal). The primary communication process that the campaign develop was to get their customers attracted towards the product with the concept of fresh food that also with 5 dollars. This was the most significant movement for the firm, and also they made their sandwich longer and spicy for the customers. The advertisement was done entirely by their budget, and this helps to make a suitable communication with the customers. The budget for this advertisement was almost 200 million dollar and in this budget they are planning for various advertisement and also the process of rotation for their marketing campaign. Social media and also other media platform was used by Subway to promote their campaign and their product within the market (Boyland, and Whalen). The communication process helps the firm to maintain their working function within the market. The entire marketing campaign is effectively done to maintain their products and fulfill the need of the customers. The main strategy of the marketing campaign is to provide suitable marketing mix and also preserve the life cycle of the products. The campaign has an effective impact on the customers, and for this, the organization can effectively turn their market share from loss to the profit (Gensler, Völckner, Egger, Fischbach, and Schoder). Social marketing theory also provides the view that the campaign needs to be done for the customers rather than for the organization.
The marketing campaign was formed to provide valuable products to the customers, and for that, the organization maintains an effective sales period (Boyland, Kavanagh-Safran, and Halford). It can be seen that Subway provided suitable sales period of their product Buffalo Chicken to the customers on an everyday basis. This food item was to provide the valuable and fresh items to the customers all over the world with some supplementary. The transformational strategy within the organization allow the managers and the executive to act in the most instant way regarding any kind of activity. This the unique selling point of Subway that they instantly change their price or the products as per the need of customers. The range of product and the place that has been selected for the delivery of product allow Subway to increase their product demand within the market (Ogle, Graham, Lucas-Thompson, and Roberto). It is one of the suitable ways which allow the firm to effectively maintain their products and their working function within the market. The concept of providing the fresh meal to the customers with supplement created a huge sensation within the market. People became very much attracted towards the organization and their products quality. Subway is primarily known for their sub and their wrap and also a superior quality of taste and product (Dixon, Niven, Scully, and Wakefield). The Subway in Singapore is having the registered trademark for their quality of sub and the wrap they used within the organization. It can be seen that the primary option of the firm is to increase their market ratio and this could be done with the help of effective working function and suitable marketing campaign in the market (Parnell, Edmunds, Pierce, and Stoneham). This was one of the biggest campaigns that were performed by Subway, and this product became the most popular food item of Subway all over the world. The organization have some of the huge flaw in their campaign regarding the process and the communication system and also regarding the price of the products. It can be seen that the campaign was a success for the firm, but the primary concept is to maintain their customers who need to be done with effective marketing strategy. The firm provides suitable products to the market.
The organization has some of the strength in their marketing process, but it can be seen that there are almost some weaknesses and drawbacks. It is recommended for the firm that they need to develop their effective communication process and also strengthen their marketing activity like KFC, McDonald’s and so on. It is also suggested that the organization need to create most suitable and effective business process within the market and deliver the best product to their customers. The price range varies according to the country and also their taste which is suggested to be maintained most suitably. It is essential for the firm to maintain social media campaign most effectively with the changing world and the developed digital market. The entire working function, as well as the delivery of the products, are provided to perform the best and the suitable quality of food within the market. It is also recommended that the organization need to improve their marketing strategy and also their marketing plan for targeting vast area and also various kind of customers. Fulfilling the need of the customers is highly essential for the firm to maintain their activity and their products within the market.
Conclusion
The paper eventually concludes the facts that the advertisement campaign provided by Subway is one of the best campaigns for introducing their product Buffalo Chicken within the market. The organization effectively uses the suitable process for their media campaign and also their marketing campaign that allows grabbing the attention of the customers. The basic facts of the products are to deliver the most effective and suitable products for the customers, and this is done most effectively with the help of campaign. The entire products are being provided to maintain their working function within the market.
References
Al-Dmour, Hani, Shahad Al-Madani, Iman Alansari, Ali Tarhini, and Rand Hani Al-Dmour. “Factors affecting the effectiveness of cause-related marketing campaign: moderating effect of sponsor-cause congruence.” International Journal of Marketing Studies 8, no. 5 (2016): 114.
Boyland, Emma J., Melissa Kavanagh-Safran, and Jason CG Halford. “Exposure to ‘healthy’fast food meal bundles in television advertisements promotes liking for fast food but not healthier choices in children.” British Journal of Nutrition 113, no. 6 (2015): 1012-1018.
Boyland, Emma Jane, and Rosa Whalen. “Food advertising to children and its effects on a diet: a review of recent prevalence and impact data.” Pediatric diabetes 16, no. 5 (2015): 331-337.
Dixon, Helen, Philippa Niven, Maree Scully, and Melanie Wakefield. “Food marketing with movie character toys: Effects on young children’s preferences for unhealthy and healthier fast food meals.” Appetite 117 (2017): 342-350.
Gensler, Sonja, Franziska Völckner, Marc Egger, Kai Fischbach, and Detlef Schoder. “Listen to your customers: Insights into a brand image using online consumer-generated product reviews.” International Journal of Electronic Commerce 20, no. 1 (2015): 112-141.
Mokhtar, Julie. 2018. “If You Love Buffalo Chicken, You Need To Check Out Subway’s Latest Limited-Time Offer.” SAYS.Com. Accessed July 2, 2018. https://says.com/my/lifestyle/subway-launches-limited-time-offer-buffalo-chicken-flavour.
Ogle, Andrew D., Dan J. Graham, Rachel G. Lucas-Thompson, and Christina A. Roberto. “Influence of cartoon media characters on children’s attention to and preference for food and beverage products.” Journal of the Academy of Nutrition and Dietetics 117, no. 2 (2017): 265-270.
Ottman, Jacquelyn. The new rules of green marketing: Strategies, tools, and inspiration for sustainable branding. Routledge, 2017.
Parnell, Ashleigh, Melinda Edmunds, Hannah Pierce, and Melissa J. Stoneham. “The volume and type of unhealthy bus shelter advertising around schools in Perth, Western Australia: Results from an explorative study.” Health Promotion Journal of Australia (2018).
Roy, Rajshri, Jack Beattie-Bowers, Siew Min Ang, Stephen Colagiuri, and Margaret Allman-Farinelli. “The effect of energy labeling on menus and a social marketing campaign on food-purchasing behaviors of university students.” BMC public health 16, no. 1 (2016): 727.
Samal, Nilima. “A STUDY ON VALUE ADDED CHICKEN PRODUCTS AND ITS VERTICAL INTEGRATION IN BHUBANESWAR MARKET.” Ph.D. diss., 2015.
Tobey, Lauren N., Elaine Schrumpf, Tonya Johnson, Christine Mouzong, Rachael M. Veith, Marc T. Braverman, Siew Sun Wong, and Melinda M. Manore. “Can healthy recipes change eating behaviors? The Food Hero social marketing campaign recipe project experience and evaluation.” Journal of nutrition education and behavior 49, no. 1 (2017): 79-82.
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