Quiznos: Behind the Toasty

A look at Quiznos' current marketing big picture--and a proposal for the future.

Transcript

1. Quiznos Quiznos behind the toasty
2. Agenda + The History + Current Big Picture + Mmm...Recommendations
3. A hungry history 1981: Boulder, CO
4. today’s toasty Over 40 countries 4,400+ stores
5. the big picture marketing objective source of volume evaluate business objective place price promotion execute product position segment target STP$ X X X X
6. business objective taste & quality taste & quality Competences in
7. straight from the source MAIN VARIABLE DYNAMIC VARIABLES Speed Nutrition, Price, & Taste source of volume Unclear loyalties Head & Hand acquisition / steal share strategy
8. meet quinn demographic attitude behavior 22, college educated Meijer customer, modest income Bank teller, short commute, eats out
9. current state of the sub Subway is healthier than Quiznos and tastes + costs about the same. Current Belief When I want a sub, I go to Subway. current action ? positioning statement I need to have a great tasting sub from Quiznos regardless of nutrition or price. desired belief When I want a sub, I go to Quiznos. desired action
10. the 4 p’s product price place promotion Offers wide variety & scores well on taste tests Slight premium over direct competitors High visibility and traffic, population density are priorities Intent of humor
11. and now for a special commercial break...
12. rethinking the business objective problem No clear, defined goal 1. Profits are the #1 goal 2. Increase sales to be the clear #2 player in the game recommended goal
13. marketing objective & SOV problem Currently focused on acquisition/steal share from Subway
14. marketing objective & SOV problem Currently focused on acquisition/steal share from Subway recommended pivot Move from acquisition retention
15. segmentation + The “Sub” for everyone - Fresh Fit Choices - Kids’ Veggie Delite - Big Philly Cheesesteak + Sheer number of stores the subway advantage low share of wallet for a high number of people leading to...
16. market size vs. conversion market size conversion
17. market size vs. conversion market size conversion
18. market size vs. conversion market size conversion
19. segmentation + Location not as important to target consumers as taste + Smaller target consumer base quiznos advantage consistently aiming for high share of wallet leading to...
20. segmentation
21. segmentation + Location not as important to target consumers as taste + Smaller target consumer base quiznos advantage consistently aiming for high share of wallet leading to...
22. re-positioning problem - Nutrition - Price - “Toasty” recommended solution + Increase awareness + Emphasize dynamic variable of great taste
23. new & improved positioning Subway is healthier than Quiznos and tastes + costs about the same. Current Belief When I want a sub, I go to Subway. current action positioning statement I need to have a great tasting sub from Quiznos regardless of nutrition or price. desired belief When I want a sub, I go to Quiznos. desired action Quiznos makes the most decadent, tasteful subs on earth.
24. 3 out of 4 p’s product is not the problem. #1 on taste scores price place People are willing to pay 10% more for Quiznos Maintain current strategy
25. the final p...romotion problem Current focus on top-of-mind recognition recommended solution + Image + Information Focus on
26. the final p...romotion featuring...
27. the final p...romotion featuring... When Guy Fieri wants a tasty sub, Quiznos is his spot!
28. the final p...romotion goal Emphasize dynamic value of taste Action If you don’t like your sandwich, we’ll gladly give your money back or make you a new one! “ ”
29. toasting it together marketing objective source of volume evaluate business objective place price promotion execute product position segment target STP$ + New goal + Retention + Steal Share + Taste + Image + Information
30. and now taking uestions...