Subway marching to pizza marketKing F. Wong

Facts

US pizza market worths $33.9 billion in 2007

Pizza sales accounted for nearly 9% of US fast food sales

Big known brands accounted for nearly 50% of the total US pizza sales

SWOT

• Strength

• Weakness

• Opportunity

• Threat

Strength

labeled as 'quality', 'freshness', 'health' and 'wellness'

targeting between 18 and 49 years old

the largest single-brand restaurant chain and the largest restaurant operator globally with 33,749 restaurants

Weakness

• Franchising

• Lack of diversity of product

• controversies

Opportunity

better image

larger variety of products

longer opening hours

make a REAL one foot long sandwich!

Threat

over expanding

labelling/ positioning as health choice

family run competitors

lack of advertisement

So... What Now?

Similar Case Study... and it happens to be in Hong Kong

Image is everything/ the illusion of choice

In marketing I've seen only one strategy that can't miss - and that is to market to your best customers first, your best prospects second and the rest of the world last. John Romero