Good Design-thinking is Good Business tools.pdf

Dharam Mentor
Dharam MentorBrand Strategist | Design Director | Mentor | Educator | Master's in Branding, University of the Arts London | Founder Visual Research Lab London | operate from London and Mumbai at Visual Research Lab London
™
Good Design-thinking is
Good Business
  
 
 
  
  
   

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Good Design-thinking Good Business-thinking
Innovation
Mindset
Management
Mindset


  

  ®
Big Brand Idea
Big Brand Idea and manifestation (touch points)
Brand Elements/Ambassador
Brand Communication
Brand Packaging  other touch points
Subway® aims to offer:
- fresh,
-made to order
-affordable sandwiches
-quick,  nutritious meals
Subway® is a food franchising business
specialises in the submarine sandwich
Target customer’s specific
needs: fresh, affordable,
made to order, craving and
healthy sandwiches
Brand goal
To be #1 in Quick Service Restaurants by delivering top sales, high customer
counts and an excellent customer experience.
Our purpose
Inspire members of the Subway® Family to Create Great. We will do this by:
Embracing opportunities
Crafting craveable, nutritious and affordable sandwiches Delivering a
superior customer experience
Being a trusted community partner
Our promise
Inspiring you to live a vibrant lifestyle by providing nutritious food that is
affordable and easy to find. It’s a chance to seize the moment because
every good choice makes a difference. Eat Fresh. Live Fresh.
Our brand’s positioning is
accessible quality.
Our brand’s positioning statement:
Subway® is for
people who are
seeking a meal
choice that
they can feel
great about.
Subway® is
“the sandwich”
shop.
We offer
the ideal
combination
of quality and
value.
Our consumer’s
understand
that a delicious
sandwich with
fresh ingredients
should be for all.
Everyone can
have easy
access to the
quality of food
they deserve.
THE SAGE + THE EVERYMAN
Intelligent
Understanding
Educator
Genuine
Down-to-earth
Approachable.
Hexagon BrandAudit Tool
Subway Eat Fresh® is more
than just a marketing line, it's
our brand promise of a
fresher way.
a fresher way of looking at
fast food.
a fresher way of looking at
value.
a fresher way of thinking.
It brought the food
preparation to the front, so
you could see your favourite
ingredients come together
right before your very eyes
It gave everyone control of
their own food, everything
you want
It put the store owners in charge,
with every franchisee being a full
owner of their own business, it
means fair working conditions for
all Sandwich Artists™
Demographic
The age group of 7 – 18
customers are targeted with
Kid’s park product category
Age of 18-55 group takes up
90% of Subway® target
markets.
No gender specification,
customer can be either study
or work (working
professionals will be highly
targeted in the business
area).
Average food spending
outside the home should be
AU $30 -$45
(2 person)
Psychographic
The slogan of “My kind of fresh”
demonstrate the psychographic
among Subway® customer.
People who are a beginner to
intermedia level fitness lover
practise healthy lifestyle.
Also, the customizable choice of
healthy sandwich will be
another primary factor of brand
engagement. It is the exact
opposite way of delivering the
service by its competitors like
KFC, McDonald’s
Behavioural
- The target market has no
concern for fast food.
- They are career-orientated
- They are looking for fast
service to satisfy hunger and
thirst without worrying too
much about health.
- They are bargain hunter, smart
shopper
Subway brand advertisements
are based on the brand values
and communicate the brand
message, while also tapping
into the desires of the targeted
audience's needs.
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Good Design-thinking is Good Business tools.pdf

  • 1. ™ Good Design-thinking is Good Business         ­  € ‚  ƒ  ‚  „   Good Design-thinking Good Business-thinking Innovation Mindset Management Mindset ®
  • 2. Big Brand Idea Big Brand Idea and manifestation (touch points) Brand Elements/Ambassador Brand Communication Brand Packaging other touch points Subway® aims to offer: - fresh, -made to order -affordable sandwiches -quick, nutritious meals Subway® is a food franchising business specialises in the submarine sandwich Target customer’s specific needs: fresh, affordable, made to order, craving and healthy sandwiches Brand goal To be #1 in Quick Service Restaurants by delivering top sales, high customer counts and an excellent customer experience. Our purpose Inspire members of the Subway® Family to Create Great. We will do this by: Embracing opportunities Crafting craveable, nutritious and affordable sandwiches Delivering a superior customer experience Being a trusted community partner Our promise Inspiring you to live a vibrant lifestyle by providing nutritious food that is affordable and easy to find. It’s a chance to seize the moment because every good choice makes a difference. Eat Fresh. Live Fresh. Our brand’s positioning is accessible quality. Our brand’s positioning statement: Subway® is for people who are seeking a meal choice that they can feel great about. Subway® is “the sandwich” shop. We offer the ideal combination of quality and value. Our consumer’s understand that a delicious sandwich with fresh ingredients should be for all. Everyone can have easy access to the quality of food they deserve.
  • 3. THE SAGE + THE EVERYMAN Intelligent Understanding Educator Genuine Down-to-earth Approachable. Hexagon BrandAudit Tool Subway Eat Fresh® is more than just a marketing line, it's our brand promise of a fresher way. a fresher way of looking at fast food. a fresher way of looking at value. a fresher way of thinking. It brought the food preparation to the front, so you could see your favourite ingredients come together right before your very eyes It gave everyone control of their own food, everything you want It put the store owners in charge, with every franchisee being a full owner of their own business, it means fair working conditions for all Sandwich Artists™ Demographic The age group of 7 – 18 customers are targeted with Kid’s park product category Age of 18-55 group takes up 90% of Subway® target markets. No gender specification, customer can be either study or work (working professionals will be highly targeted in the business area). Average food spending outside the home should be AU $30 -$45 (2 person) Psychographic The slogan of “My kind of fresh” demonstrate the psychographic among Subway® customer. People who are a beginner to intermedia level fitness lover practise healthy lifestyle. Also, the customizable choice of healthy sandwich will be another primary factor of brand engagement. It is the exact opposite way of delivering the service by its competitors like KFC, McDonald’s Behavioural - The target market has no concern for fast food. - They are career-orientated - They are looking for fast service to satisfy hunger and thirst without worrying too much about health. - They are bargain hunter, smart shopper Subway brand advertisements are based on the brand values and communicate the brand message, while also tapping into the desires of the targeted audience's needs.