Positioning Statement and Motto
Use the provided information, as well as your own research, to assess one (1) of the stated brands
(Alfa Romeo Hewlett Packard, Subway, or Sony) by completing the questions below. At the end
of the worksheet, be sure to develop a new positioning statement and motto for the brand you
selected. Submit the completed template in the Week 4 assignment submission link.
Date:13th January 2018
Company/Brand Selected: Subway
1. Target Customers/Users
Who are the target customers for the company/brand? Make sure you tell why you selected
each item that you did.
Age Bracket: 16-39 years
Gender: male and female
Income Bracket: middle income (40,000-50,000 $ p. a)
Education Level: undergraduate
Lifestyles: Target customers are either studying or working and have irregular food habits
Psychographics: The target market for Subway is more health conscious and as a result, subway
offers them fast foods that are healthy and fresh to suit their psychological needs.
Values: Healthy food choices
Other items you would segment up on: People who like moving with the current trends in the
food industry hence are ready to consume any new products presented in the food industry would
also be an ideal target market for Subway.
How could/does the company reach its customers/users? What methods and media might
and/or does the company use to reach the customers/users? Make sure you list the media
type and why you think it will reach the customers.
The company reaches its customers by use of marketing strategies. These marketing strategies
include offers or subsidy to their products, intensive online marketing, involving the consumers
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MKT 100 Assignment 2 1156 (5-15-2015)
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Positioning Statement and Motto
in the improvement of their brands and maintaining constant communication with consumers.
Subway uses social media such as Instagram, Facebook and twitter to reach out to its customers.
This is because almost every person today is in either one of these social media sites hence this
represents an untapped market.
What would grab the customers/users’ attention? Why do you think this will capture their
Having a catchy statement that talks about enjoying fast foods without having to worry about the
caloric content would grab the attention of consumers. This is because, overweight and obesity
and other weight related complications have been on the rise and hence people have become
more skeptical when it comes to the consumption of fast foods. This statement would then show
them that they can enjoy the fast foods at Subway without worrying about consumption of too
What do these target customers’ value? Why do you think they value these items?
These target customers value the healthy food choices that Subway offers them. They also value
the product specification done by subway depending on the consumer needs and preferences.
They value these items because in a world full of increasing nutritional disorders, a healthy
option for fast foods is very feasible. The unique specification of the products also ensures that
the varying needs of the consumer are met.
Who are the brand’s competitors? Provide at least 3 competitors and tell why you selected
Competitor 1: McDonald’s Corporation, because it has a lot of outlets all ...