Subway Is Testing A New Rebranding Campaign - 1476 Words

Overview On August 18, 2015, longtime Subway pitchman Jared Fogle was arrested under a child pornography investigation. Quick to respond, Subway communicated to press via public comment and Twitter on their stance. Hours after the arrest, Subway made public its separation from Fogle and its disgust and lack of knowledge of the crimes committed. Because of their quick response, while they were directly tied to Fogle, most of the negative response was placed on Fogle and not Subway. Moving forward, Subway is testing a new rebranding campaign in Australia that focuses on products, rather than a pitchman. Company History: In 1965, a 17-year-old medical school student, Fred DeLuca, opened up a submarine sandwich shop in Connecticut on a $1,000 loan from a friend. By 1982, the chain had opened up its 300th location. In 1984, the Subway sandwich chain was introduced overseas and by 1990, there were more than 5,000 locations. Today, Subway has the most sandwich restaurants in the world at 37,000 locations (3). Known for their freshly baked bread and healthy options, Subway restaurants are located in schools, malls, gas stations, airports and even zoos. In 1995, the Subway began its journey towards becoming a major supporter of motorsports. In 1996, www.subway.com was launched and was featured multiple times in the movie â€Å"Happy Gilmore† (3). In 1999, an article was written about an overweight college student who lost a large amount of weight eating nothing but Subway sandwichesShow MoreRelatedStrategic Marketing Planning for Non Profit Organization9605 Words   |  39 Pagesdisciplines, nonpro fit leaders often fail to understand what marketing can and can’t do for their organizations. Consequently, they hold some strange assumptions (e.g. â€Å"Our good work will sell itself †), unrealistic expectations (e.g., demanding to be in The New York Times once a week) and arbitrary funding theories (i.e., when fundraising is down, cut the communications budget). Compounding the challenge, few nonprofit managers recognize their lack of expertise in these areas. The same people who would neverRead Morepaul hoang answers72561 Words   |  291 Pagessubordinates to gain valuable experiences. Given the culture, the new HOD might be expected to be more democratic in his/her approach to conflict management, e.g. perhaps by using forms of empowerment. Conflict may also arise if the Principal uses external recruitment to appoint the new HOD. Any conflict between subordinates will most likely to be dealt with by the HOD, i.e. conflict is resolved within the department. The new HOD will therefore need to have good interpersonal and communicationsRead MoreMarketing Management 14th Edition Test Bank Kotler Test Bank173911 Words   |  696 Pagespromoted aggressively to both companies and fans. This is an example of marketing a(n) ________. A) idea B) place C) luxury item D) event E) service Answer: D Page Ref: 5 Objective: 2 Difficulty: Moderate 9) The Malaysia, Truly Asia ad campaign that showcased Malaysias beautiful landscape and its multicultural society in order to attract tourists is an example of ________ marketing. A) event B) property C) service D) place E) idea Answer: D Page Ref: 6 Objective: 2 AACSB: Analytic