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Mr. Miguel

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Estratégia de Marketing - Subway
3.0 Estratégia de Marketing
A Subway, com restaurantes em quase 100 países, utiliza estratégias de marketing diferenciadas em cada um dos países em que opera, mudando a abordagem de acordo com a cultura de cada um e o perfil do mercado alvo deste em casa país.
A Subway antecipa as necessidades das pessoas, analisando o que as fará sentir-se saudáveis e nutridas. Ressalta na sua estratégia o facto de os produtos que oferece terem a vantagem de unir alimentação rápida e saudável, oferecendo agilidade, variedade, e qualidade de vida ao consumidor.
Transmite desta forma, uma imagem de marca que se preocupa com os seus clientes a nível de estilo de vida e saúde, mas também com os orçamentos limitados que estes têm. É das politicas mais antigas da empresa a promoção "Baratíssimo" em períodos do ano em que os consumidores têm o orçamento comprometido (compras de Natal, férias, pagamento de impostos).
A comunicação direcionada ao jovem apela para a auto-imagem, para a opinião dos amigos. Quando é direcionada para esta faixa etária, apenas o preço e o sabor são levados em conta, porque há a opinião de que estas são as suas únicas preocupações. Com o objectivo de penetrar em todas as subculturas e regionais, a Subway aborda na sua comunicação festas, sexo, desporto, trabalho e relacionamentos.
No caso dos EUA, a comunicação é feita de forma muito mais agressiva, atacando os concorrentes directamente e expondo-os ao ridículo. Estando a marca associada a atletas reconhecidos, o poder de referência por associação dos ateltas é altamente aproveitado, pois transforma a Subway num estilo de vida, numa atitude, num comportamento.
Na Inglaterra, o humor na comunicação é empregue para que este seja inteligível e apreciado apenas para pelos britânicos. É muito utilizada a ironia para atacar os concorrentes é quase imperceptível, uma vez que o humor britânico é refinado.
3.1. Missão
A missão da Subway é ver o cliente satisfeito. Para a Subway não basta o cliente ter uma refeição, nem que esta seja deliciosa. A exigência da Subway contempla valores mais altos, garantindo que os clientes tenham refeições leves e saudáveis, assegurando a felicidade do cliente e a sua saúde no dia-a-dia. A missão da Subway é ver os seus clientes satisfeitos 100% do tempo.
3.2. Objectivos de Marketing
Os principais objectivos de marketing da Subway são manter um crescimento forte e positivo a cada trimestre e alcançar um aumento sustentado na penetração de marketing. A Subway possui boa informação acerca do mercado e conhece detalhadamente os atributos do seu mais valioso cliente. Esta informação vai permitir compreender melhor quem é servido, quais as suas principais necessidades e desejos, e de que forma a Subway pode comunicar mais eficientemente com eles através do marketing. A Subway utiliza segmentação do mercado, targeting, e estratégias de posicionamento para desenvolver o seu mercado.
3.4. Público-Alvo
O mercado alvo é identificado pela empresa como o segmento que representa a melhor oportunidade dentro do mercado para direccionar as suas ações de marketing, depois de realizada a segmentação.
O público-alvo da Subway varia entre os 18 e os 40 anos porque as pessoas desta faixa etária estão normalmente ocupadas no seu trabalho ou estudos e dificilmente terão tempo para cozinhar refeições adequadas, portanto, a maioria destas pessoas considera fast-food para o seu almoço ou jantar. A Subway oferece uma boa oportunidade para uma refeição equilibrada, de acordo com a Pirâmide dos Alimentos.
A Subway vende também lanches que são indicados para todas as famílias. Os seus preços são compatíveis com o preço de outras cadeias fast-food pela cidade e, pretende-se com isso, atrair consumidores de todas as faixas financeiras. A rede possui também menus direccionados para as crianças, como o Kids Pack, objetivando assim, atraindo assim, toda a família.
3.5. Posicionamento
O posicionamento de uma empresa dentro da indústria determina se a sua rentabilidade está acima ou abaixo da média dessa indústria. Esse posicionamento é sustentado e as empresas conseguem maior rentabilidade quando criam uma vantagem competitiva em relação a seus concorrentes.
A estratégia seguida pela Subway para obter posicionamento relativamente às outras cadeias de fast food é a estratégia da diferenciação. Ao produzir produtos diferentes dos tradicionalmente produzidos pelos restantes franchisings de fast food, a Subway encontrou uma forma de se diferenciar, ganhando mais espaço no mercado e tendo menos concorrentes diretos. Criando produtos com características distintas dos da concorrência a rede conseguiu obter clientes leais, dispostos a pagar um pouco mais por estes produtos. Dessa forma a Subway pode cobrar preços um pouco mais altos que os da concorrência sem se preocupar com a perda de parcelas do mercado devido aos preços menores cobrados pelas outras lojas do ramo.
A frase que melhor representa o posicionamento da Subway é "Eat Fresh" pois é o melhor benefício e vantagem da marca e não é possível encontrá-la noutras cadeias de fast-food. Este posicionamento traz à Subway vantagens competitivas à empresa.

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